Appendices to CBI Export Planner - crecer

CBI Export Plannerpreferences change rapidly, new technology takes over before the existing one is reallyoutdated, new marketing channels develop, new trading blocks are being created. InEurope, for instance, these changes are more drastic than ever foreseen: stimulated by theEuropean Union the ‘Single Market’ is taking shape, lowering trade barriers to eventuallysome 400 million people in 20 countries. From there commercial inroads into Centraland Eastern Europe are being opened, offering new and unprecedented challenges. InNorth America, the Free Trade Agreement (‘NAFTA’) between the USA, Canada andMexico is creating yet another huge marketing potential.In that environment, planning has become a risky basis for building business. Companiesrespond by adhering flexibility to adapt more quickly to those changes. That can go along way - even to the point where they decide to invest in ‘software’ only (people,know-how, skills) and hire the hardware (buildings, machines, vehicles) for limitedperiods, ready to discard them when the market requires different products. Such astrategic restructuring of corporate policy, of organization, of management attitude is alsobased on planning.No export operation can lead to success without careful planning. The complexity, thehigh degree of risk, the large investments - all these elements of export increase thenecessity of planning and organising them well. Of course you, as a manager, know thatwhenever corporate resources are smaller than its objectives, systematic planning canassure their best use. Yet, you will be surprised to hear that lack of adequate planning isthe prime cause of commercial failure.In many cultures, however, planning is not a generally accepted aspect ofprofessionalism. In some cultures people plan ahead for the next two or threegenerations. In other cultures people don’t think further ahead than just a couple ofmonths.Planning is a must for exporting. As for the planning system required in your company,you will be the best judge. The same goes for the planning periods; you will know whatplanning schedules will work best in your organisation.Planning systemsAny planning system will do - as long as it allows you to analyse your company and itsenvironment and to design the strategic goals and the masterplan for implementation. Itcould look like this:16 I - Management: goals, resources and tools