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

by Westwood, John

• ISBN13: 9780749463717
• ISBN10: 0749463716
• Format: Paperback
• Copyright: 2012-07-28
• Publisher: Kogan Page Ltd
• More Book Details
• Purchase Benefits

Summary

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

Introduction	p. 1
Why should companies export?	p. 3
Why start exporting?	p. 3
The benefits of exporting	p. 4
Government support for exporters	p. 5
Government support organisations	p. 6
Is your company ready to start exporting?	p. 7
How to get started	p. 11
Online or traditional exporting?	p. 11
How to get started	p. 12
Why do you want to start exporting?	p. 12
The export audit	p. 16
Making the decision	p. 18
Selecting potential export markets	p. 19
The world market	p. 20
Which country first?	p. 20
Researching overseas markets	p. 27
How to plan your marketing research	p. 28
Carrying out marketing research for overseas markets	p. 29
Carrying out the research yourself	p. 33
Desk research	p. 34
Field research	p. 35
Using an agency to carry out market research	p. 36
Export strategies and export plans	p. 40
Developing your export strategy	p. 40
The marketing planning process	p. 41
Situation analysis	p. 43
Pricing for export markets	p. 45
Objectives and strategies	p. 46
Tactics and action plans	p. 48
Costs and budgets	p. 49
The written plan	p. 50
Market entry strategies	p. 54
Types of exporting	p. 54
Deciding which entry strategy to use	p. 62
Marketing channels	p. 64
Working through sales agents and distributors	p. 68
Finding and selecting overseas agents and distributors	p. 70
Agent/distributor questionnaire	p. 73
Legal aspects of dealing with agents and distributors	p. 74
Agency and distributor contracts	p. 76
Managing distributors	p. 77
Sales promotion	p. 79
Understanding your target market	p. 79
Reviewing your sales promotion for overseas markets	p. 81
Websites	p. 82
Sales literature	p. 83
Presentations	p. 84
Advertising	p. 86
Exhibitions and trade shows	p. 86
Sector-focused trade missions/visits	p. 87
The internet as a sales channel	p. 89
Websites for international e-commerce	p. 89
Web hosting	p. 91
E-commerce sites	p. 92
E-commerce regulations	p. 94
Quoting for international business	p. 100
Pricing for export business	p. 100
Export contracts	p. 104
Payment methods	p. 104
Terms of sale (Incoterms)	p. 106
Moving your goods	p. 110
Modes of transport	p. 110
Using freight forwarders	p. 113
Labelling and packaging of goods	p. 114
Export packaging	p. 114
Labelling	p. 117
Transport insurance	p. 118
Export documentation	p. 120
Classifying your goods	p. 122
Reporting procedures	p. 124
Managing the risks	p. 127
Understanding the market	p. 127
Country risks	p. 128
Customer risks	p. 129
Creditworthiness	p. 129
The risks of currency and foreign exchange	p. 130
Delivery delays and frustrated exports	p. 133
Intellectual property rights in international trade	p. 133
Avoiding litigation	p. 134
Personal and company risk	p. 135
Risk management and insurance services	p. 135
Useful websites	p. 138
Types of government support services available	p. 142
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