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Export
Marketing Plan |
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Marketing is an
ongoing activity, your marketing plan is a work in progress that you
will modify continuously. As you develop it, consider the following
questions:
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What is the
nature of your industry?
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Who are your
target customers?
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Where are they?
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What is your
company's marketing strategy?
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What products or
services do you plan to market?
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How will you
price your products and services?
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Which segment of
the market will you focus on?
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Does your
marketing material accurately convey the quality of your products
or services and the professionalism of your company?
It takes you
step-by-step through drafting a marketing plan, from identifying
market segmentation and customer motivation, to making decisions about
what type of advertising you will need to use to promote your product
or service.
Understanding
export marketing plans
The four 'P's of
international marketing
The "Four
P's" of marketing are commonly referred to as the marketing
formula and include:
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Product - what is
your product or service and how must it be adapted to the market?
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Price - what
pricing strategy will you use?
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Promotion - how
will you make your customers aware of your product or service?
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Place - how and
where will you deliver or distribute your product or service?
International
trade, being more complicated, adds nine further P's to the list,
resulting in the "13 P's" of international marketing. They
are:
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Payment - how
complex are international transactions?
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Personnel - does
your staff have the necessary skills?
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Planning - have
you planned your business, market, account, and sales calls?
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Paperwork - have
you completed all the required documentation?
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Practices - have
you considered differences in cultural and business practices?
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Partnerships -
have you selected a partner to create a stronger market presence?
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Policies - what
are your current and planned policies?
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Positioning - how
will you be perceived in the market?
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Protection - have
you assessed the risks and taken steps to protect your company and
its intellectual property?
As for content, a
good marketing plan is closely related to your export plan and should
contain the following. Export
Marketing Plan should be written in a way that can easily be adapted
to changing circumstances.
Write the marketing
plan using the following template .
For a comprehensive export guide, you can purchase The Export Handbook.
The handbook takes you through the practical aspects of exporting essential for both experienced and novice exporters. It covers Export Procedures and Documentation, Customs Export Regulations, Internet Commerce, Banking and Finance, Export Risk and Credit Insurance, Marine Insurance, Shipping and Air Cargo, Freight Forwarding, Export Packaging and Resources for International Trade.
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