Export Marketing Plan , purpose, structure and recap

Export Marketing Plan , purpose, structure and recap

Expro EngineeringThe Hague, November 2013

Martin BitterExportant Consultants Ltd.

Recap !!!!!

Your assignment before travelling to The Hague:

1. Attend 3 online meetings

2. Write the first version of the first 3 Steps of the Export Marketing Plan

Expro Engineering, November 2013

Your experiences???


What actually happened? organisation country ass 1 ass 2 ass 3PT. Bakom Metal Industries Indonesia j j jPT. Braja Mukti Cakra Indonesia n n nPT. Indta Pratamjaya Indonesia n n nPT. Maber Teknindo Indonesia n n nA.N. Engineering Industry Pakistan j j jElektro Control Industries Pakistan j j jInternational Polymer Industries (Pvt) Ltd Pakistan j j jLandhi Engineering Works (Pvt) Ltd. Pakistan j j j

Lucky Plastic Industries Pakistan j j jMehran Commercial Enterprises Pakistan j j jMistequay International (Pvt) Ltd Pakistan j j nNoorani Industries Pakistan j j jPIC Technologies (Pvt) Ltd, Precision Investment Casting Pakistan n n nPower Vision Systems (Pvt.) Ltd. Pakistan j j nRisan Synthetic Technic Pakistan j j jSHERANI Engineering Pakistan j j jTechmen Engineering Pakistan j n nTecno Pack Pvt.Ltd TPI Pakistan j j nThermosole Pakistan j j jAlpha Techno Precision Toolings Inc. Philippines j j jFasteners Incorporated Philippines j j jFranvinz Enterprises Inc. Philippines j j jHardware Labs Performance Systems, Inc Philippines j j nMESCO, INC Philippines j j j

Onatech Incorporated Philippines n n nSanford Corporation Philippines j j jAnh Thy Co. Ltd Viet Nam j j jEMTC Export Mechanical Tool Stock Comp. Viet Nam j j jHong Ky Corporation Viet Nam j j jLegroup Viet Nam j j jMai Van Dang Co. Ltd (MADA) Viet Nam j n n

Minh Hoa Invesment J oint Stock Viet Nam j n nTomeco Toan Cau Mechanic Electrical J oint Stock comp. Viet Nam j j j

31 26 212 7 12

The results….


The Results……

•21 out of 33 companies sent in all assignments : 64%

•12 companies missing 1 or more assignments

( 5 missing all!!!)( 4 missing 1 )( 5 missing 2 )

The Champions of PREPARATION are……….

Tomeco


Thermosol

eNoorani

Mehran Lucky Plastics

Elektro Control

Ind.

AN Engineering

Anh Thy

Sanfor

d

Mesco

Fasteners

Inc.

Alpha

TechnoLeGroup

Hong Ky

EMTC

IPIFravinz

Risan

PT Bakom

Sherani

Landhi

Observations Very short answers, eg yes/no

Use questions as coat hangers to elaborate on the subject.

Tip: if questions are removed, you should still have a coherent text.

Research shows: Then please show these figures or data bits on which you take yourdecision

3 assignments: 3 separate documents , please integrate into ONE

I feel…. Is ok if you can substantiate later… (figures and facts)


The Export Marketing Plan

10 Expro Engineering, November 2013

The EMP

a very useful tool for

• newcomers in the arena of internationalization, • entrepreneurs who already have a market

presence in foreign markets. a marketing and management instrument • sound, logical and fact-based decisions. • structuring and systemizing approach of new markets or

expansion in existing markets. • integrated part, or extension, of your company's business

plan.

A way to grab opportunities at the lowest cost.


The EMP

Your company and your role in the supply chain The opportunities for your company in the export market Who are your possible clients Where to find these clients How to get to these clients Predict the profitability of the export venture


Structure

STEP 1 : Situation analysis, own company

STEP 2 : Opportunities & Market research

STEP 3 : PMC & Market entry strategy

STEP 4 : Action plan and budget


The Structure


Making sense of the EMP


The EMP

Step 1: Intro & Mission

Step 3: PMC / MES

Step 2: Market assumptions

Step 1: Current market position / S-O strategy

Step 2: Industry trends

Step 3: Export objectives

Step 3: Management

Step 4: Action plan

Step 4: Budget & forecast

Situ

ation

ana

lysi

sM

arke

t res

earc

hM

arke

t ent

ry s

trat

egy

Actio

n pl

an &

Bud

get


Focus

Define very clearly:

• What you offer• What are your USP’s• What’s in it for “THEM” ? The ??

What the market expects: clear offer and advantages from an expert

Focus results in easier marketing and promotionLack of focus: loosing opportunities?


EMP contribution comments

Your coaches have read your contributions and communicated with many of you .

Summary:

Commentary by Jan and Peter,General remarks on swot, internal / external view on basis 5M and STEEP, trends & MR.


GROUP WORKParticipants comments

Give us your experiences with your work on:

Step 1 Internal view

Step 2 External view / Market and Industry trends

Step 3 Product-Market combinations / Market Entry strategies

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Ak2_yPpDw2mFrM&tbnid=7x43DfzKy1vugM:&ved=0CAUQjRw&url=http://wupj.org/News/NewsItem.asp?ContentID%3D521&ei=2-ZaUo3CE-aR0QWh04BY&bvm=bv.53899372,d.d2k&psig=AFQjCNFvb2K5eEhgrUYG1wEWVapvjNknDA&ust=1381775295679270

Export Marketing Plan , purpose, structure and recap

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