At a minimum, the following 10 questions should ultimately be addressed:
1. What products are selected for export development? What modifications, if any, must be made to adapt them for overseas markets?
2. What countries are targeted for sales development?
3. In each country, what is the basic customer profile? What marketing and distribution channels should be used to reach customers?
4. What special challenges pertain to each market (competition, cultural differences, import controls, etc) and what strategy will be used to address them?
5. How will the product's export sales price be determined?
6. What specific operational steps must be taken and when?
7. What will be the time frame for implementing each element of the plan?
8. What personnel and company resources will be dedicated to exporting?
9. What will be the cost in time and money for each element?
10. How will results be evaluated and used to modify the plan?
A clearly written marketing strategy offers six immediate benefits:- Because written plans display their strengths and weaknesses more readily they are of great help in formulating and polishing an export strategy.
- Written plans are not as easily forgotten, overlooked or ignored by those charged with executing them. If deviation from the original plan occurs it is likely to be due to a deliberate choice to do so.
- Written plans are easier to communicate to others and are less likely to be misunderstood.
- Written plans allocate responsibilities and provide for an evaluation of results.
- Written plans can be of help in seeking financing. They indicate to lenders a serious approach to the export venture.
- Written plans give management a clear understanding of what will be required and thus help to ensure a commitment to exporting. In fact, a written plan signals that the decision to export has already been made.
