| 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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