basic-guide-to-exporting_Latest_eg_main_086196

Answer these 11 questions:1. Which products are selected for export development, and what modifications, ifany, must be made to adapt them for overseas markets?2. Is an export license needed?3. Which countries are targeted for sales development?4. In each country, what are the basic customer profiles, and what marketing anddistribution channels should be used to reach customers?5. What special challenges pertain to each market (for example, competition,cultural differences, and import and export controls), and what strategy will beused to address them?6. How will your product’s export sales price be determined?7. What specific operational steps must be taken and when?8. What will be the time frame for implementing each element of the plan?9. What personnel and company resources will be dedicated to exporting?10. What will be the cost in time and money for each element?11. How will results be evaluated and used to modify the plan?The first time an export plan is developed, it should be kept simple. It need be only afew pages long because important market data and planning elements may not yetbe available. The initial planning effort itself gradually generates more informationand insight. As you learn more about exporting and your company’s competitiveposition, the export plan will become more detailed and complete.From the start, your plan should be written and viewed as a flexible managementtool, not as a static document. Objectives in the plan should be compared withactual results to measure the success of different strategies. Your company shouldnot hesitate to modify the plan and make it more specific as new information andexperience are gained.A detailed plan is recommended for companies that intend to export directly,meaning selling to an end-user in another country. If your company chooses indirectexport methods or sells via your or a third party’s website, you may use muchsimpler plans. For more information on different approaches to exporting and theiradvantages and disadvantages, see Chapter 5.The Value of a PlanOnly about a third of SME U.S. manufacturers have a written plan of any size or kind.These companies began exporting by responding to an order and tend to react onlywhen additional orders come in the same way, often via the Internet. No revenuetargets for exports exist, and no one staff member is dedicated to growing theexport business.Absent a plan, your business may overlook much better opportunities. In addition,reactive exporters may quickly give up on selling to international customers,18U.S. Commercial Service • A Basic Guide to Exporting