INDEX

1. OBJECTIVES
2. STRUCTURE OF THE PLAN
3. DEVELOPMENT OF THE STAGES

Stage 1. Analysis of the situation

Stage 2. Selection of the target market
Stage 3. Method of entering the market
Stage 4. Marketing policy
Stage 5. Economic plan

ANNEXES

INTERNATIONALIZATION PLAN. EXPORT PROJECTS

1. Objectives
2. Structure of the Plan

STAGE 1. ANALYSIS OF THE SITUATION

1.1 Company/product
1.2 Economic-financial analysis of the company
1.3 Sector/competition
1.4 Business opportunities and new products/services
1.5 Online business (e-business)

STAGE 2. SELECTION OF THE TARGET MARKET (2 Countries)

2.1 Selection criteria
2.2 Comparative analysis
2.3 Market study of selected country

STAGE 3. FORM OF ENTRY TO THE MARKET

3.1 Choice of input method (distribution channel)
3.2 Profile and Identification of potentials customers/distributors/partners
3.3 Trading conditions

STAGE 4. MARKETING POLICY

4.1 Product and service policy
4.2 Pricing Policy
4.3 Offline communication policy (traditional marketing)
4.4 Online communication policy (digital marketing)
STAGE 5. ECONOMIC PLAN (for 5 years)
5.1 Objectives
5.2 Sales budget
5.3 International operating account
5.4 Profitability analysis of the project

ANNEXES
 3. Development of the stages

STAGE 1. ANALYSIS OF THE SITUATION 1

1.1 Company/product
This first section tries to present the basic data of the company (location, facilities, sales,
employees, etc.) as well as some of the competitive advantages and international experience it
has. There is also a description of the range of products that it sells, with special emphasis on
those that are most suitable for export.

1.2 Economic-financial analysis of the company

The objective is to analyze the resources available to the company to undertake the
Internationalization Plan. For this, an analysis of the balance sheet and the profit loss account of
the last two years couldl be carried out, the most representative ratios will be obtained
(liquidity, solvency, indebtedness) and the economic ROE and financial ROE profitability of the
company will be analyzed. .

1.3 Sector/competition
The information about the company/product is completed with an external analysis of the
sector in which the company is located, which makes it possible to identify those economic,
political, social or technological trends that most affect the international evolution of the sector
in which the company is located.

In this section some of the main Vietnamese and/or foreign exporting companies that supply
the product will be identified and information about them will be provided.

1.4 Business opportunities and new products/services

Based on the analysis of the sector and the competition, the identification of business
opportunities will be carried out for the market launch of new products/services, always within
the sector in which the company operates or related sectors and, preferably, for the client
portfolio you already have.

Once the business opportunities have been identified, the new products/services that are
proposed to be launched must be defined, as well as their main characteristics and the market
segment to which they are directed.

1.5 Online business (e-business)

Based on a benchmarking of competing companies in Vietnam and abroad, it will be necessary
to: identify the competitors that have more and better presence on the Internet; choose the
most suitable online business model for the company (corporate website, promotional website,
web-branding, e-commerce); and carry out a diagnosis of the business and the company's
website for the development of a digital action plan that includes online tools in the
internationalization strategy, with special emphasis on its online/offline multichannel
integration and the corresponding cost structure.
STAGE 2. SELECTION OF THE TARGET MARKET
2.1 Selection criteria
This section tries to establish criteria to choose the target market from among the assigned
countries; Both general criteria (valid for all products) and specific criteria (related only to the
product on which work is being done) are applied.

The general criteria to be taken into account and on which information must be obtained are:

• Evolution of Vietnamese exports of the product to these markets: analysis of the volume of
Vietnamese exports of the product marketed by the company will indicate whether sales of
products from Vietnam follow a growing or decreasing trend, or remain stable, as well as the
level of knowledge of the Vietnamese offer.

• Evolution of the exports of the main competitor country of that product to those markets: it is
about choosing the main competitor of Vietnam such as China or Mexico- and analyzing how
they have evolved its exports to these three countries. The more they have grown, the better
the market prospects will be.

• Potential demand (import volume of each country): knowing the import figure of the
analyzed product and the countries from which it imports will allow an approximation of the
size of the market and the competition that will have to be faced.

• Access barriers: this criterion analyzes the tariff, quantitative (quotas, quotas), technical
(certifications and approvals) and administrative (presentation of documents at customs)
barriers, which make the entry of imported products more expensive or difficult.
• Growth prospects: the country's economic situation must be assessed, and especially the GDP
growth forecast.

• Financial situation (non-payment risk): information on the country that affects the risk of non-
payment of its operations abroad, as well as the coverage instruments available (export credit
insurance, factoring, forfaiting, etc.).

• Svietnamese companies established in each country: the number of companies can be a good
reference for the presence of Svietnamese products or, even, potential customers to approach
initially.

To complete these general criteria, at least three specific criteria that are directly related to the
product to be marketed must be applied. These criteria will only be valid if relevant information
can be obtained for their assessment.
2.2 Comparative analysis
Once the information to assess both the general and specific criteria has been obtained, an
analysis will be carried out with the aspects for and against each of the three assigned countries
and determine which one is chosen as the market. aim.

2.3 Market study

This section tries to obtain and present relevant information about the sector/product in the
chosen country. Said information will be useful to choose the way to access the market and
design the international marketing policy. Among other aspects, the following will be analysed:
demand/consumption trends, marketing channels, regulations affecting imports, main
competitors, prices and distribution margins, business practices, etc.