Exporting is not just for large organizations and multi-nationals. 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 Export explores the challenges and opportunities of taking this next vital step for your business. From choosing the best markets for your products and making the most of the wide range of services…mehr
Exporting is not just for large organizations and multi-nationals. 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 Export explores the challenges and opportunities of taking this next vital step for your business. From choosing the best markets for your products and making the most of the wide range of services available to working with agents and distibutors 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.
John Westwood has held a wide variety of senior sales and marketing positions with several multinational companies, and has 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.
Inhaltsangabe
Introduction 1 Why should companies export? Why start exporting? The benefits of exporting Government support for exporters Government support for organisations Is your company ready to start exporting? 2 How to get started Online or traditional exporting? How to get started Why do you want to start exporting? The export audit Making the decision Selecting potential export markets The world market Which country first? 3 Researching overseas markets How to plan your marketing research Carrying out marketing research for overseas markets Carrying out the research yourself Desk research Field research Using an agency to carry out market research 4 Export strategies and export plans Develop your export strategy The marketing planning process Situation analysis Pricing for export markets Objectives and strategies Tactics and action plans Costs and budgets The written plan 5 Market entry strategies Types of exporting Deciding which entry strategy to use Costs and budgets The written plan 6 Working through sales agents and distributors Finding and selecting overseas agents and distributors Agent/distributor questionnaire Legal aspects of dealing with agents and distributors Agency and distributor contracts Managing distributors 7 Sales promotion Understanding your target market Reviewing your sales promotion for overseas markets Websites Sales literature Presentations Advertising Exhibitions and trade shows Sector-focused trade missions/visits 8 The internet as a sales channel Websites for international e-commerce Web hosting E-commerce sites E-commerce regulations 9 Quoting for international business Pricing for export business Export contracts Payment methods Terms of sale (Incoterms) 10 Moving your goods Modes of transport Using freight forwarders Labelling and packaging of goods Export packaging Labelling Transport insurance Export documentation Classifying your goods Reporting procedures 11 Managing the risks Understanding the market Country risks Customer risks Creditworthiness The risks of currency and foreign exchange Delivery delays and frustrated exports Intellectual property rights in international trade Avoiding litigation Personal and company risk Risk management and insurance services Useful websites Types of government support services available
Introduction 1 Why should companies export? Why start exporting? The benefits of exporting Government support for exporters Government support for organisations Is your company ready to start exporting? 2 How to get started Online or traditional exporting? How to get started Why do you want to start exporting? The export audit Making the decision Selecting potential export markets The world market Which country first? 3 Researching overseas markets How to plan your marketing research Carrying out marketing research for overseas markets Carrying out the research yourself Desk research Field research Using an agency to carry out market research 4 Export strategies and export plans Develop your export strategy The marketing planning process Situation analysis Pricing for export markets Objectives and strategies Tactics and action plans Costs and budgets The written plan 5 Market entry strategies Types of exporting Deciding which entry strategy to use Costs and budgets The written plan 6 Working through sales agents and distributors Finding and selecting overseas agents and distributors Agent/distributor questionnaire Legal aspects of dealing with agents and distributors Agency and distributor contracts Managing distributors 7 Sales promotion Understanding your target market Reviewing your sales promotion for overseas markets Websites Sales literature Presentations Advertising Exhibitions and trade shows Sector-focused trade missions/visits 8 The internet as a sales channel Websites for international e-commerce Web hosting E-commerce sites E-commerce regulations 9 Quoting for international business Pricing for export business Export contracts Payment methods Terms of sale (Incoterms) 10 Moving your goods Modes of transport Using freight forwarders Labelling and packaging of goods Export packaging Labelling Transport insurance Export documentation Classifying your goods Reporting procedures 11 Managing the risks Understanding the market Country risks Customer risks Creditworthiness The risks of currency and foreign exchange Delivery delays and frustrated exports Intellectual property rights in international trade Avoiding litigation Personal and company risk Risk management and insurance services Useful websites Types of government support services available
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