The document outlines the methodology for developing an export marketing plan (EMP) for small and medium enterprises in Central America to export fruits and vegetables to the European market. It discusses conducting an internal business audit and external analysis of opportunities and threats in target markets. It provides examples of research questions to ask about product-market combinations, market trends, buyer requirements and competitors. The methodology instructs to analyze strengths, weaknesses, opportunities and threats in a confrontation matrix and finalize the EMP with objectives, activities, responsibilities, budgets and timeframes. Participants are assigned to revise chapters of their draft EMP after a visit to Europe and submit a final draft to their coach by November 15th for review.

1. Connecting Central America
Promoting sustainable exports
from Central American SMEs to the European
market
Export Marketing Planning
Arno van der Maden
Madrid, 24 de octubre 2019

2. Export Marketing Planning
- frutas y vegetales frescos–
1. Export Marketing Plan
2. Experiencias de las visitas en Holanda
3. Experiencias de las visitas en Fruit Attraction
4. Visitas en España

3. Export Marketing Plan

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Metodología

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A. Business Audit – Internal Analysis (SW)
STEP 1: describe your company’s strengths & weaknesses;
B. EU Target markets (OT)
STEP 2: determine what opportunities are available in export markets
and which threats are present in these markets;
C. SWOT
STEP 3: analyze these strengths, weaknesses, opportunities and
threats in a confrontation matrix;
D. Export Marketing Plan
STEP 4: finalize your EMP by setting up a strategy and action plan for
the specific country you want to target.
Metodología

6. "If you don't know where
you're going…
any road will get you there."
28 agosto 20196 Centre for the Promotion of Imports from developing countries
Planning of our activities
People never plan to fail…
they only fail to plan!

7. Making research work for you
1. Define your research questions
2. Find the answers
3. Turn the information into intelligence

8. Think of what you know and what you still need to find out.
Trends?
Competitors?
Target market?
Price?
Legislation?
Certification?
Trade agreements?
Market channels?
Buyers?
Consumers?
Segments?
Demand?
Imports?
Market developments?

9. Example questions:
Is there a
market for my
product(s)?
Where does my
target market
import from?
How much is
my target
market
importing?
Next step: Find out statistical information: imports, exports,
production, consumption
Is demand
growing?
Is there any
domestic
production?
Does my target
market depend
on imports?
2.1 PRODUCT MARKET COMBINATION

10. Example questions:
Who are the
players between
me and the end
consumer?
Where do I
need to sell my
products?
Who is the buyer in
the chain that leads
me to my target
group?
Next step: Find out which market channels and segments are
relevant to you
How can I best
reach my target
group?
Where does my
target group
shop? How is the retail
market
structured?
Who are the
players between
me and the end
consumer?
In which market
segment do my
products fit?

11. Do my products
fit the taste of
the Europeans?
Which styles,
materials, colours
sell in Europe?
Which trends
are expected to
take off?
What are EU
buyers looking
for?
2.2 MARKET TRENDS IN EXPORT MARKET

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Standards that apply to my
product?
2.3 BUYER REQUIREMENTS IN EXPORT MARKET
Specific requirements that
apply to my product?
Additional standards that apply
to my product and give me a
competitive advantage?

13. Who are my
competitors?
How’s my position
towards the buyer:
Strong or weak?
Does the
competition
offer the same
product, or a
substitute one?
How can I deal with
the competition?
How strong am I
compared to the
competition?
Where do my
competitors
come from?
Do my
competitors have
the same trade
agreements?
2.5 COMPETITIVE POWER IN EXPORT MARKET

14. STEP 3: analyze the strengths,
weaknesses, opportunities and
threats in a confrontation matrix

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3 CONFRONTATION MATRIX AND STRATEGY

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Opportunities Threats
Strengths
ATTACK strategy DEFEND strategy
Weaknesses
CHANGE strategy REORGANIZE strategy
3 CONFRONTATION MATRIX AND STRATEGY

17. STEP 4: Export Marketing Plan

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4.4 Action plan
No.
(1)
Export
objectives
(2)
No.
(3)
Activity
(4)
Action
(5)
Responsibility
(6)
Budget
(EUR
(7)
Timeframe
(8)
1 1A
1B
1C
1D
Total cost 3
2 2A
2B
2C
Etc.

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ASSIGNMENT
1. Revisar y completar Capitulo 1 del EMP después de la vista a Europa.
2. Revisar y completar Capitulo 2 del EMP después de la vista a Europa.
3. Completar Capitulo 3 del EMP (Matriz de confrontación) y Capitulo 4
del EMP (Action Plan) después de la vista a Europa.
4. Enviar el documento “EMP borrador final” por e-mail a su coach
antes del 15-11-2019.
5. Revisar su EMP con su coach en la visita en Noviembre 2019.