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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