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
EXPORTmeter
Free
Fast
Confidential...