March9
Need for a Marketing Plan
Whether you are exporting first time or a seasoned exporter – a sound marketing plan is essential for success in export. A step by step analysis of what needs to be done and thorough understanding of how to prepare yourself will put your company on sound footing and help you achieve early breakthrough
It may not be possible to place an omnibus check-list for all kinds of export – but broadly, your marketing plan should address following issues:
Prepare your company for export
Comply with Regulatory Requirements
Conduct Market Research – Identify Potential markets
Develop Effective Sales and Promotion Strategy
Test the waters
Start Export
We shall discuss each of above in detail.
Prepare Your Company for Export
You may be doing very well in domestic market or supplying your products to exporters for years. Still, selling at overseas markets will demand fresh look at your products, packaging, pricing, quality standards etc.
You may need to develop new promotional materials, translate existing documents, modify products or packaging, travel internationally, or obtain additional financing. Given the commitment necessary, please check how much time and resources you can realistically employ before getting started. A good idea will be to talk to exporters who have successfully entered foreign markets. This will help you gain insight into what lies ahead as well as gauge your position or preparedness. The input will be particularly valuable if you manage to talk to exporters whose products are similar to yours. Additionally, consult various chambers of commerce, industry associations, embassies, trade points etc.
The Web Advantage – Never Overlook it !
You should think of an effective strategy to utilize Internet resources . Today, the Net has emerged as the most effective, low cost solution for global marketing. Without an effective Net utilization strategy – your marketing venture will always remain handicapped.
True – Net utilization is not so important in case you have enough money and resources to open office in overseas markets and participate in domestic and overseas trade shows. However, if that is not so as is the case with most of us please keep in mind the power of Net and how it can help you achieve early breakthrough.
The issues that you should concentrate are:
Developing a professional looking web-site
Train your people or employ Net savvy professionals
Focus on communication. Remember, communication is
your face to the world in the anonymous world of Internet
Develop in-house skill set on e-mail, Chat, FTP. HTML etc.