How to Get Started in Export : Prepare Your Export Plan; Manage the Risks; Reach New Markets

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  • Format: Paperback
  • Copyright: 2012-07-28
  • Publisher: Kogan Page Ltd
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Exporting is not just for large organizations anymore. Research shows that companies that export are more productive than non-exporters, perform better financially, and are more likely to stay in business. Moving into export is a big decision and is not without its risks, but with the right approach and some good advice, the results can be enormously rewarding. How to Get Started in Exportexplores the challenges and opportunities of taking this next vital step for a business. Covering topics such as: choosing the best markets for the products, making the most of the wide range of services available, working with agents/distributors, and the need to comply with regulations at home and abroad; this practical guide explains all the angles to consider and how to make the best possible start.

Author Biography

John Westwood has held a variety of senior sales and marketing positions for major international companies. He has set up and managed distribution networks in Europe and Scandinavia, the Middle East, the Far East, the United States and Canada.

Table of Contents

Introductionp. 1
Why should companies export?p. 3
Why start exporting?p. 3
The benefits of exportingp. 4
Government support for exportersp. 5
Government support organisationsp. 6
Is your company ready to start exporting?p. 7
How to get startedp. 11
Online or traditional exporting?p. 11
How to get startedp. 12
Why do you want to start exporting?p. 12
The export auditp. 16
Making the decisionp. 18
Selecting potential export marketsp. 19
The world marketp. 20
Which country first?p. 20
Researching overseas marketsp. 27
How to plan your marketing researchp. 28
Carrying out marketing research for overseas marketsp. 29
Carrying out the research yourselfp. 33
Desk researchp. 34
Field researchp. 35
Using an agency to carry out market researchp. 36
Export strategies and export plansp. 40
Developing your export strategyp. 40
The marketing planning processp. 41
Situation analysisp. 43
Pricing for export marketsp. 45
Objectives and strategiesp. 46
Tactics and action plansp. 48
Costs and budgetsp. 49
The written planp. 50
Market entry strategiesp. 54
Types of exportingp. 54
Deciding which entry strategy to usep. 62
Marketing channelsp. 64
Working through sales agents and distributorsp. 68
Finding and selecting overseas agents and distributorsp. 70
Agent/distributor questionnairep. 73
Legal aspects of dealing with agents and distributorsp. 74
Agency and distributor contractsp. 76
Managing distributorsp. 77
Sales promotionp. 79
Understanding your target marketp. 79
Reviewing your sales promotion for overseas marketsp. 81
Websitesp. 82
Sales literaturep. 83
Presentationsp. 84
Advertisingp. 86
Exhibitions and trade showsp. 86
Sector-focused trade missions/visitsp. 87
The internet as a sales channelp. 89
Websites for international e-commercep. 89
Web hostingp. 91
E-commerce sitesp. 92
E-commerce regulationsp. 94
Quoting for international businessp. 100
Pricing for export businessp. 100
Export contractsp. 104
Payment methodsp. 104
Terms of sale (Incoterms)p. 106
Moving your goodsp. 110
Modes of transportp. 110
Using freight forwardersp. 113
Labelling and packaging of goodsp. 114
Export packagingp. 114
Labellingp. 117
Transport insurancep. 118
Export documentationp. 120
Classifying your goodsp. 122
Reporting proceduresp. 124
Managing the risksp. 127
Understanding the marketp. 127
Country risksp. 128
Customer risksp. 129
Creditworthinessp. 129
The risks of currency and foreign exchangep. 130
Delivery delays and frustrated exportsp. 133
Intellectual property rights in international tradep. 133
Avoiding litigationp. 134
Personal and company riskp. 135
Risk management and insurance servicesp. 135
Useful websitesp. 138
Types of government support services availablep. 142
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