Building Your Business Through Export

Building Your Business Through Export

by John Westwood

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Product Details

ISBN-13: 9780749463755
Publisher: Kogan Page, Ltd.
Publication date: 06/28/2012
Series: Strategic Success Series
Pages: 288
Product dimensions: 5.40(w) x 8.40(h) x 0.80(d)

About the Author


John Westwood
has held a wide variety of senior sales and marketing positions with several multinational companies and has since gained valuable experience in exporting. He has set up and developed distribution networks for various companies in Europe and Scandinavia, the Middle East, Asia and the Pacific and managed distribution operations in the US and Canada. Also, he is the author of How to Write a Marketing Plan, 30 Minutes to Write a Marketing Plan and The Marketing Plan Workbook, all published by Kogan Page.

Table of Contents

Introduction 1

1 Why start exporting? 3

The export superpowers 3

Why start exporting? 6

The benefits of exporting 7

Is your company ready to start exporting? 8

Summary 13

2 How to get started 14

Types of exporter 14

Online or traditional exporting? 15

How to get started 16

Government support for exporters 17

Why do you want to start exporting? 17

Assessing whether you are ready to start exporting 20

The export audit 21

Making the decision 25

Summary 30

3 How to decide which markets to consider first 31

The world market 31

Regional trading agreements and trading blocs 33

Other economic groupings 36

Selecting potential export markets 37

Which country first? 38

Summary 46

4 Researching the market 47

How to plan your marketing research 47

Carrying out marketing research for overseas markets 49

Carrying out the research yourself 52

Desk research 54

Country (market) and industry (sector) reports 55

Other sources of market and sector reports 58

Company information 60

Product and statistical information 61

Field research 63

Using an agency to carry out market research 64

Summary 69

5 Developing an export strategy and preparing an export plan 70

Developing your export strategy 70

The marketing planning process 73

Research and analysis 74

Situation analysis 75

Pricing for export markets 81

Objectives and strategies 84

Tactics and action plans 89

Costs and budgets 91

The written plan 96

Summary 99

6 Entry strategies for overseas markets 100

Types of exporting 100

Market entry strategies 101

Deciding which entry strategy to use 112

Marketing channels 113

Summary 116

7 Setting up and managing overseas distribution 118

Finding and selecting overseas agents and distributors 120

Agent/distributor questionnaire 122

Legal aspects of dealing with agents and distributors 124

Agency and distributor contracts 128

Managing distributors 134

Summary 135

8 Sales promotion 136

Understanding your target market 136

Reviewing your sales promotion for overseas markets 139

Websites 140

Sales literature 142

Presentations 143

Advertising 144

Exhibitions and trade shows 145

Sector-focused trade missions/visits 148

Summary 151

9 Selling goods online 152

Websites for international e-commerce 152

Types of site 153

Web hosting 155

E-commerce sites 156

E-commerce regulations 159

Summary 164

10 Quoting for international business 165

Pricing for export business 165

Export contracts 169

Payment methods 170

Terms of sale (Incoterms) 174

Summary 180

11 Moving your goods 181

Modes of transport 181

Using freight forwarders 185

Export packaging 186

Labelling 190

Transport insurance 191

Export documentation 193

Classifying your goods 196

Reporting procedures 201

Summary 204

12 Managing the risks of exporting 205

Understanding the market 205

Country risks 206

Customer risks 207

Creditworthiness 208

The risks of currency and foreign exchange 210

Delivery delays and frustrated exports 216

Intellectual property rights in international trade 217

Avoiding litigation 221

Personal and company risk 221

Risk management and insurance services 222

Summary 224

13 Individual export markets 226

Europe 226

Other top export destinations 231

Brazil, Russia, India, China (the BRICs) 233

Summary 238

Government support organizations 239

Useful websites 243

Appendix 1 Types of government support services available 247

Appendix 2 Example of a complete export plan 253

Appendix 3 Example of an export marketing plan 261

Index 271

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