Developing an

Export Marketing Plan

Export Marketing Strategy: Tactics and Skills That Work
By Shaoming Zou, Daekwan Kim
SETTING
EXPORT
MARKETING
OBJECTIVES
Form 6
 SETTING EXPORT MARKETING OBJECTIVES
Form 6

Company Objectives Quantity When to be achieved

100% 1. Change in profit

2. Change in export sales
3. Change in export market share
4. Introduction of new product
5. Other objectives (state them)

The company Manager

- well prepared to make decisions about
what needs to be done to achive these
objectives.
OBJECTIVES OF EXPORT TRADE
THE IMPORTANT OBJECTIVES OF THE EXPORT
INCLUDE THE SUBSEQUENT.

•Facilitating the selling of products to countries that desperately need such goods

•Expanding the marketplace for goods by producing them on an outsized scale.

•Earning exchange through exports

•Helping a rustic increase the value

OBJECTIVES OF EXPORT TRADE
THE IMPORTANT OBJECTIVES OF THE EXPORT
INCLUDE THE SUBSEQUENT.

•Creating employment opportunities in a country by promoting export-oriented and

export-related enterprises.

•Generating revenue for the govt within the sort of customs and excise duties.

•Promoting mutual affection and co-operation among the nations.

•Achieving optimum utilization of resources by large scale production of products

 SETTING EXPORT MARKETING OBJECTIVES
Form 6

Looking at
alternative
alternative
strategies
strategies

deciding
Which appears
To be best suted to the
company's objectives
 SETTING EXPORT MARKETING OBJECTIVES
For example : Form 6

If the manager deciders that the long term (say, 5-year) objective is to export to
markets A and B, while expanding the current domestic market base

The objectives might be :

Expand total sales by 10%

Open up market in country A and sell1& of the company's product here

A USEFUL FRAMEWORK

PLACE
PRODUCT

PROMOTION
PRICE
A USEFUL FRAMEWORK
(Peter & Donnelly, 2007)

PLACE
PRODUCT

PROMOTION
PRICE
OVERALL
OBJECTIVE:
PRO- PRI- DISTRIBU PRO-
-TION &
INCREASE
DUCT CING SELLING
MO
SALES BY
10% TION
Strategy 1:
Expand sales to Add new line. Offer a higher Appoint an agent. Develop
present buyers Modify the discount to the brochure.
this year, as present line. best buyers.
follows: Buyer Improve Drop prices or
packaging. raise prices.
A: +10%
B: +20%
C: +40%
FIRMS
will have greater opportunities
opportunities to engage in global trade.
- Uruguay Round era
 40

30

SHARPEN THE
20

COMPETETIVE
10

EDGE
0
OP PO RTU NI TIES
Developing practical and
realistic business plans
 marketing most of the
cuurent products to

MARKET
current customers or
markets, or increasing

PENETRATION
penetration of the
current market
EXAMPLE
A shirt manufacturerhas 5% of
an export market and wants to
expand sales by getting present
consumers to buy more of the
product and by encouraging
marketing most of the
consumers currently purchasing
cuurent products to
from the competition to switch
current customers or
to the firm's product.
markets, or increasing
penetration of the
current market
 Selling new product in
new markets.

MARKET New markets could be

new country markets

DEVELOPMENT
or new segment
EXAMPLE
A small company producing
men's clothing and currently
supplying only the domestic
market may want to develop
an export market.
Selling new product in
new markets.
New markets could be
new country markets
or new segment
 New or adapted

PRODUCT
products to present in
the markets

DEVELOPMENT
EXAMPLE
Introducing quality or size
variations

A small engineering firm

that makes locks for the
construction market may
want to sell building fittings
to the same market.
Selling new product in
new markets.
New markets could be
new country markets
or new segment
 developing completely
new products for new
markets

DIVERSIFICATION
EXAMPLE
A small doors and windows
manufacturer now wants to
produce office furniture and
sell in new markets.

developing completely
new products for new
markets
T
THHA
ANNK
K Y
YOOU
U