How to Export - Part 1 Developing Plan for Overseas Markets

Whether you are exporting first time or a seasoned exporter - a sound marketing plan is essential for success in export. A step by step analysis of what needs to be done and thorough understanding of how to prepare yourself will put your company on sound footing and help you achieve early breakthrough

It may not be possible to place an omnibus check-list for all kinds of export - but broadly, your marketing plan should address following issues:

  • Prepare your company for export

  • Comply with Regulatory Requirements

  • Conduct Market Research - Identify Potential markets

  • Develop Effective Sales and Promotion Strategy

  • Test the waters

  • Start Export

We shall discuss each of above in detail.

Prepare Your Company for Export

You may be doing very well in domestic market or supplying your products to exporters for years. Still, selling at overseas markets will demand fresh look at your products, packaging, pricing, quality standards etc.

You may need to develop new promotional materials, translate existing documents, modify products or packaging, travel internationally, or obtain additional financing. Given the commitment necessary, please check how much time and resources you can realistically employ before getting started. A good idea will be to talk to exporters who have successfully entered foreign markets. This will help you gain insight into what lies ahead as well as gauge your position or preparedness. The input will be particularly valuable if you manage to talk to exporters whose products are similar to yours. Additionally, consult various chambers of commerce, industry associations, embassies, trade points etc. You will find a list of such organizations at Resources Section of The Great Indian Bazaar

The Web Advantage - Never Overlook it !

You should think of an effective strategy to utilize Internet resources. Today, the Net has emerged as the most effective, low cost solution for global marketing. Without an effective Net utilization strategy - your marketing venture will always remain handicapped.

True - Net utilization is not so important in case you have enough money and resources to open office in overseas markets and participate in domestic and overseas trade shows. However, if that is not so (as is the case with most of us) please keep in mind the power of Net and how it can help you achieve early breakthrough.

The issues that you should concentrate are:

  • Developing a professional looking web-site

  • Train your people or employ Net savvy professionals

  • Focus on communication. Remember, communication is

  • your face to the world in the anonymous world of Internet
  • Develop in-house skill set on e-mail, Chat, FTP. HTML etc.

For a tutorial on web-site basics - Please visit Web Hosting Basics

Next week, we shall discuss regulatory requirements

Happy and Productive Surfing

Dr. Amit K Chatterjee

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Source: FAIDA - Newsletter on Business Opportunties from India and Abroad Vol: 6, Issue 1 ; July 1' 2005

Author : Dr. Amit K. Chatterjee
(Amit worked in blue-chip Indian and MNCs for 15 years in various capacities like Research and Information Analysis, Market Development, MIS, R&D Information Systems etc. before starting his e-commerce venture in 1997. The views expressed in this columns are of his own. He may be reached at )

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