A framework for developing Export Marketing Plans for exporters from emerging markets.

1. What is (in) an
Export Marketing
Plan…?
Framework for developing EMP’s
for exporters from emerging
markets
Spring 2013

2. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
Elements of EMP!
2
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Perception &
Preparation"
Research"
Strategy"
Operational
Management"
Mission, !
business principles,
current market position!
Market & industry trends
Export audit, SWOT,
assumptions!
Objectives, Market Entry!
Action plan, budgetting!

3. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
Export process & environment!
3
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Supply!
Production!
Logistics!
Marketing / sales!
Service!
Stimulators!
Opponents!
Transactional"Contextual"
Gatekeepers!
Influencers!
Demands & requirements!
Products & services!

4. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
Export vs Planning!
4
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Planning Process"
Supply"
Production"
Logistics"
Marketing /
sales"
Service"
Export Process"
Perception &
Preparation"
Research"
Strategy"
Operational
Management"

5. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
EMP development process!
5
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Research"
SWOT"
Confrontation"
Strategy"
Actionplanning"
What do you need to know!
Based on previous research!
Setting priorities!
Choose company export focus!
Translate into actionable
implementation!

6. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
The Research Process!
6
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Define
your
research
problem
Choose
your
research
technique
Plan
your
research
Collect
data
Analyse
your
data
Customers
Compe,tor
Channels
Context

7. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
SWOT
analysis!
7
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Internal Analysis
(company)!
External Analysis
(market)!
Stimulate export!
Positive influence!
Strengths" Opportunities"
Limit export!
Negative influence!
Weaknesses" Threats"
J
L

8. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
Confrontation …!
8
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Opportunities" Threats"
Strengths"
Weaknesses"

9. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
… to strategy!
9
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Opportunities" Threats"
Strengths"
Weaknesses"
a"ack
defend
turn
around
change

10. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
Opportunities" Threats"
Germantilapia
cons.up14%!
strongdemand
German‘in-home’!
BSObackedsector
export!
Transportpricesto
EUdecreased!
3%priceincrease!
ExistingUSexport
market!
Concentrated
Germanretail!
inefficientlogistical
toEU.!
Targetmarketis
competitive.!
!
Strenghts"
Strong local market position!
Extensive and deep rooted sector knowledge;
skilled workforce.!
‘State of the art’ packing machine!
Low employee turnover (2%)!
Production and processing is EU compliant.!
New ‘beefier’ tilapia sort!
Sucessful export experience (US)!
Weaknesses"
‘Cold chain’ issues.!
Management succession!
Limited access, knowledge, and understanding
of EU buyers.!
No direct links with potential buyers.!
Confrontation matrix &
Export Strategy!
10
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
ATTACK STRATEGY
"
Target German retailers
directly with private label
packaged ‘beefier’ tilapia filet!
CHANGE STRATEGY
"
Use BSO support to gain EU
market access.!
DEFEND STRATEGY
Defend against strong
competition and
concentrated retail with
‘beefier’ tilapia using
sector knowledge!
Target US market
indirectly (thru
wholesalers and
distributors) with
standard tilapia fillet
and/or surplus dump!
IMPROVE STRATEGY
Outsource cold chain
and improve EU
knowledge to develop
‘unique’ realtionship
with German retail!

11. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
What do we need for ‘translating’ strategy to action!
11
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Strategy!
Action plan!
Activities!
Timing!
Resources!
Budget!

12. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
Action plan - Format!
12
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
Strategy" Budget" Activities" Timing" Resources"
Attack"
Defend"
Change"
Turn
around"
Which activities can you identify
for each strategic step?"
Which timing is suitable
to balance the activities?"
What resources are needed
to realise the activities?"
How much budget is
required/available"

13. The framework as a
training
A 2-day introduction course
to Export Marketing Planning
Programme
Export
Marke4ng
Planning
for
exporters
from
emerging
markets

14. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
The training programme: day 1!
14
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
08.45-9.00 Registration
9.00-10.30
Opening of the training
Getting to know each other; CBI; managing expectations; programme
10.30-11.00 Coffee break
11.00-12.30
What is an EMP
Based on EMP builder: the export process; complexity of EU markets and
the need for planning; planning phases; iterative continuous process.
12.30-13.30 Lunch break
13.30-15.00
EU market research & characteristics
Europe, the EU, & Europeans; First Priority Markets
15.30-16.00 Coffee break
16.00-17.30
Your company’s SWOT analysis – part 1
Internal analysis – your strengths & weaknesses
Case
based

15. Center
for
the
Promo,on
of
Imports
from
Developing
Countries
The training programme: day 2!
15
Export
Marke,ng
Planning
for
exporters
from
emerging
markets
08.45-9.00 Registration & review
9.00-10.30
Your company’s SWOT analysis – part 2
External analysis – the market’s opportunities & threats
10.30-11.00 Coffee break
11.00-12.30
Your company s export strategy: confrontation & strategy
Building the confrontation matrix; developing 4 strategies
12.30-13.30 Lunch break
13.30-15.00
Your company s export action plan: planning for execution
Translating strategy into specific action, planning and budget
15.30-16.00 Coffee break
16.00-17.30
Effective implementation of your EMP
Follow up of this workshop: next steps
Case
based