Export planning

Export planning

EXPORT PLANNING
Wim Pappaert
Adviseur Exportvaardigheden

Introduction

Reasons to export
Increase sales and profit
Follow international customers
Anticipation of local market saturation
Optimization production capacity
Spread commercial risk

Export Strategy?

Source: based on Solberg,A Frameworrk for Analysis, 1997

Why setting up an export plan?
A written summary of strengths and weaknesses of the company is a big help in the exact
formulation, evaluation and adjustment of the export strategy
Structured plans are very important in obtaining financial support from external organisations and
partners (governments, banks, insurance, commercial partner,…)
Contributes to a result commitment of the management, there is a clear picture of
the outcome expectations of all the members and/or departments of the
organization

Export planning is a process
Internal analysis
External analysis
Choise of exportmarket
Market analysis

SWOT
Market approach
Targetting
Positioning
Sales targets
Marketingmix

Risk management
Financial planning
Action plan

1

Internal analysis

Internal analysis
Financial
equity vs loan capital
FFF, Bank, private funding, government support

Management
Is export experience present?
Presence of external support team (lawyer, accountant, business coach, …)

Staff
Motivation, language skills, extra people available?

Systems and processes
ERP, CRM, certificates, translations, …

Internal analysis
Production capacity
Current production capacity allows sampling, small batches, …?
Adequate and reliable resources available locally for possible start-up?

Choice of export product or service
Highest added value?
Portfolio planning

Logistics
Can you maintain short delivery times?

How is transportation arranged locally?

Innovation
Is there a need for adaptation of the product to the local needs?
Check IP

Internal analysis
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