Export Marketing Planner - A manual on how to enter European markets
Disclaimer
Although the contents of this manual has been compiled with the greatest care, the Centre for the Promotion of Imports from developing countries (CBI) is not able to guarantee that the information provided is accurate and/or exhaustive, and cannot be held liable for claims pertaining to use of the information.
Neither the CBI nor the authors of the publication accept responsibility for how the information is used. Furthermore, the information is not to be construed as legal advice. Original documents should, therefore, always be consulted where appropriate. The information does not release the reader from the responsibility of complying with any relevant legislation, regulations, jurisdiction or changes/updates of same.
The information provided is aimed at assisting the CBI target group, i.e. exporters and business support organisations (BSOs) in developing countries. It may, therefore, not be used commercially for re-sale, the provision of consultancy services, redistribution or the building of databases. The CBI target group may utilise the CBI market information tools on a non-commercial basis under the condition that the CBI is referred to as the source of the information. All other use is prohibited, unless explicitly approved in writing by the CBI.
Table of contents
Preface
Your export cycle: The Perception and Preparation stage
1. Introduction, mission statement and business principles
2. Current market position
Your export cycle: The Research stage
3. Market and industry trends
4. Export audit
4.1 Company audit
4.2 Market audit
4.3 SWOT conclusions
4.4 Competitor analysis
5. Market assumptions
Your export cycle: The Strategy stage
6. Export objectives
7. Market entry strategy
7.1 Summary
7.2 Markets and segments
7.3 Psositioning strategy
7.4 Branding strategy (if applicable)
7.5 Product strategy
7.6 Princing strategy
7.7 Distribution strategy
7.8 Promotion strategy
Your export cycle: The Operational Management stage
8. Management responsibilities
9. Action plan
10. Budgets and forecasts
Preface
This CBI Export Marketing Planner is the successor of the CBI’s Export Planner, a long-standing guide for prospective exporters in developing countries that may be considered as the spinal cord of the CBI’s integrated export marketing efforts.
The current Export Marketing Planner is different from the previous guide in the sense that it is fully integrated in the CBI’s on-line export marketing plan builder, an interactive tool available at the CBI website. The information contained in this manual is included as instruction text in the export marketing plan builder. The CBI export marketing plan builder can be found at www.cbi.eu.
In order to enhance the management support function of this Export Marketing Planner, each chapter has been classified according to the Export Cycle, so as to guide decision makers through the 4 stages of 1) perception and preparation of a strategy of change, 2) research, 3) strategy development, and, finally, 4) operational management.
Each chapter of this Export Marketing Planner also has a ‘Fast Learner’ section. The aim of these sections is to help you quickly refresh your memory or to update your knowledge related to the issues in the chapter you’re working on. Familiarising yourself with Fast Learners will help you feel at home with the export marketing planning work you are about to undertake and enable you to reach a high state of
mental concentration on the subject matter.
We eagerly invite you to use this manual in conjunction with the export marketing plan builder and hope it will contribute to your export success. We are confident that the integration of the two tools will serve you better in systematising and streamlining your efforts to open up new markets. We wish you lots of success. Good luck with your endeavours!
