July 14, Introduction to International Marketing

Activity- getting to know. Presentation of Filipino Owned Corporations that makes it into the global
market. Among such companies includes the following:

Jollibee, SGV, San Miguel Corporation,

NOTE: Why do Companies export? High demand internationally. But make sure that you have a strong
domestic market and do market research.

July 21, Marketing Development Continuum

- The second topic is about Marketing Development Continuum where Mr Arij outlined 5
questions that a company should answer:
1. Where should I export? (easy to find, customized sector or product, be more
analytical)
2. Am I ready? (Marketing strategies, capacity, finance, and legal)
3. Can I get my product there? (technical support to market access)
4. What do I need to do? (adapt products to market, understand regulations, navigate
distribution channels, and meet qualified buyers)
5. How can I find more customers? (market development activities, strong brand,
network of embassies)

July 21, Export Readiness

Sir Arij highlights those exports are worth considering if the company is already established and
offers a unique product that has an established market nationally. Necessary export skills or manpower
should be available. Moreover, looking at the finances, this company should be able to operate its
endeavors within 12-24 months without necessarily generating an immediate income. Of course,
another thing to consider.. it should have contacts/networks abroad.

On this topic, the participants were asked to think of local companies that are not into exports.
Among the companies presented are Green Life, Dan Erik’s Ice cream, Pancit Lucban Habhab, etc.

Topic 4 Export Plan, Channels, and Terms

Topic 5 Doing Business in International Markets

It is mentioned that the key to successful exporting is having a written strategic export plan
which should at least have the details about product exports and services, management and capacity,
marketing and export budgets, and finances. Sir Arij discussed some of the strategies used by companies
in exports, especially in terms of finding qualified buyers by joining trade fairs and trade missions.
Additionally, we had also a discussion of common terms of sale and other payment terms that the
company can use in exports.

In exports, there are NO ONE SIZE FITS ALL. Each market has different demands and therefore each of
them requires several modifications, probably into products, services, terms, or channels. With this, the
company should have first an internal analysis (knowing capacity), then followed by an external analysis
(knowing demand) to be able to come up with an export plan.