Product Export Plan
Topic selection & Framework
? Organisation, product, service etc. based on concrete issue or idea relating to international trade for a company
? Select 1 export countries (non – EU countries)
1-Preliminary Diagnostics
A recommended first step is a diagnostic evaluation of the current business and resources. Prior to spending a tremendous amount of research time on developing your trade plan, a diagnostic evaluation will help you assess whether your objectives for exploring foreign markets will be satisfied and whether the risks of the venture are truly worth the returns.
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?????Knowing your industry is important for the present and the future.
In the diagnostic evaluation, the items to examine are:
? the current trends and the growth potential of your industry. Is it a declining industry, a highly competitive
industry, or a saturated domestic industry may motivate seeking growth potential in markets abroad?
? The diagnostic should also include a look at your company, as it is extremely important that you know management’s commitment to exporting, available financial and human resources, and production
capabilities.
Here are the topics that you should consider in undertaking a preliminary diagnostic:
? The company: Who are we? Our experience exporting
? Exportobjectives:Whyareweconsideringexporting?
? Products/services:Whatdoweofferanexportmarket?
? Market entry strategy: How will we price the product/service? What is the best way to promote it?
??????Assignment Question(s)
???????Make sure you address the following points:
Question 1 – A. Company Description
Learning outcome 1: Understand how to make a company description built up of the relevant elements 1. Goals and Objectives
This section must demonstrate how your exporting initiative is compatible with overall company goals.
• Overall goals and objectives for the company.
• Export goals and objectives – How does the exporting activity contribute to achieving overall company goals
and objectives?
2. Management
In this section, highlight corporate readiness to export. Include:
? Ownership of the company.
? Organizational structure.
? Identify key qualifications.
? Specific individuals and positions assigned responsibilities for export development.
? International skill sets and knowledge (languages, culture, international marketing, logistics, transportation,
documentation, banking, politics, economics, legal, financial, etc.).
3. Company Finances
As with any business plan, this section is critical. Ensure you include the following:
? Financial health of the corporation.
? Percentage of sales and profits to be contributed by exporting activities.
? Percentage growth of export sales and profits relative to overall growth.
? If applicable, reflect on the sustainability report of the company and determine relevant attributes for their
export ambitions.
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?????4. Company CSR-profile
CSR is of increasing importance in International Trade. Buyers want to ensure the sustainability practices of their suppliers in their supply chain. Ensure you include the following:
? Analysis of the CSR-ambition of the company
? Analysis of the approach chosen by the company
? Determine weaknesses and strengths of the company concerning their CSR in relation to International Trade
Question 2 – B. Product/Service Description
Learning outcome 2: Understand how to make a product service description built up of the various elements
1. Domestic and International Products or Services
This section presents your analysis of the export opportunity and the fit of your company’s products or services in that export market. Consider topic headings such as:
? Unique selling attributes or competitive advantages, incl. specific CSR-attributes
? Profile of typical customers.
? Required product modifications for the export market.
? Seasonality and life cycle of your product or service.
2. Growth Potential
Highlight the potential of current and prospective markets and costs of necessary R&D.
? Domestic and existing international market(s).
? New products/services research and development, incl. a proposal of how the product could be made more
sustainable.
? New intellectual property protection.
Question 3 – C. New foreign market place analysis
Learning outcome 3: Be able to demonstrate how to prepare a new foreign market analysis
1. Rationale for Exporting
This section builds on information presented in B1 (question 2 of this assignment) and highlights the benefits of proceeding with an export strategy. Include:
• Linkages with the company’s goals and objectives
2. Rationale for Selected Foreign Market
In this section, summarize why the preferred foreign market presents the best opportunity.
• Why does the company want to enter this particular foreign market(s) over other potential markets?
3. DESTEP Analysis
This section provides specific information about conditions that may impact your company’s ease of conducting business in another country. Include:
? Political, economic, social conditions.
? Country CSR-analysis: prevalent CSR-issues in the country, relevant stakeholders to cope with these issues or
prevent these from happening. Make the country analysis, as it is relevant for your entire physical product
chain, as if you procure from the country or export to the country.
? Regulatory environment.
? Legal structure.
? Determine relevant CSR-related international laws and conventions and the relevance of these for the
company
? Fiscal/taxation structure.
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? Infrastructure conditions (e.g. roads, ports, rail, airports, telephones, and communications, etc.).
? Cultural and business practices.
4. Industry Profile
This component provides specific information about your industry sector and competitors in the market. Consider existing business practices and discuss the following:
? Broadly identify direct customers (e.g. buyers, agents, distributors, trading houses) or actual end users (e.g. individuals, businesses) and current market trends.
? Competitive Analysis
– Overall competitive conditions.
– Who are the existing competitors?
– Unique selling attributes or competitive advantage(s) of each, incl. CSR-attributes
– Existing sources of production and channels of distribution.
– Marketing practices used.
– Typical payment terms offered.
? Determine relevant industry wide CSR-initiatives in the industry and the relevance of these initiatives for the company.
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