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PRELIMINARIES FOR STARTING EXPORT BUSINESS
OVERSEAS MARKET RESEARCH
IMPORTANCE • Competitive
Advantage• Consumer Needs• Effectiveness Of
Channels Of Distribution
• Effectiveness Of Promotional Measures
• Packaging Design • Forecasting Sales• Pricing Decisions
PROCEDURE• Identify & Define Problem• Conduct a Preliminary
Investigation• Determine Data Needs• Determine Data Sources• Create the Research Design• Design a Questionnaire• Designing a sample of
respondents• Selection & Training of field staff• Collection of Data• Organization of Data• Analysis & Interpretation of Data• Preparation of research report• Follow up of Report
FOREIGN MARKETS
PROCEDURE • Determine Export
Marketing Objectives• Collection Of
Information• Analysis of
Information• Short Listing of
Markets• Detailed Investigation
of short listed markets
• Selection of Markets• Entry in overseas
Markets• Follow - up
FACTORS• Customers• Competition • Import Regulations• Size of Markets• Economic Stability• Political Stability• Distribution Network• Availability of after-
sale-service personnel• Business Community• Location
PRODUCT PLANNING STRATERGIES FOR EXPORTS
• Product planning strategies
Product Innovation Product design Production Adaptation Product
standardization • Pricing Strategies Skimming pricing penetration pricing Differential pricing
• Distribution Strategies Direct Exporting Indirect Exporting• Promotion Strategies Standard Differential • After sale service Strategy• Product positioning
Strategy• Product mix / line
Strategy• Branding Decision
NEW PRODUCT DEVELOPMENT PROCESS
• Idea Generation• Analysing The Idea• Short listing of Idea• Investigation • Selection Of best Idea• Product development• Test marketing• Commercialization • Review of product performance• Changes in Marketing Mix
INTERNATIONAL PRODUCT LIFE CYCLE
IPLC
• Introduction stage• Growth stage• Maturity stage• Decline stage
METHODS OF ENTRY IN FOREIGN MARKETS
• Direct Exporting• Indirect Exporting• Joint Ventures• Franchising Strategy• One country production
Base• Licensing• Production Sharing• Acquisitions• Green field development• Turnkey Operations
EXPORT MARKETING
CHANNELS OF DISTRIBUTION
• ROLES : Balancing demand & supply, financing, Information, Create Utilities, Improve distribution efficiency, Provide Assortment of goods,
• PROCEDURE : Formulating channels obj Identification of channel functions Analyze product characteristics Analysis of distribution environment Analysis of competitors channel
design Evaluating firm’s resources Identification of alternative channels Selecting the most appropriate
channel
WAREHOUSING
• Break Bulk Operations
• Re – assembly Operations
• Just in time Supplies
• After sale service Requirements
• Quota Restrictions
PROMOTION MIX IN EXPORT MARKETING
IMPORTANCE• Product Awareness• Persuasion • Reputation • Information to
Intermediaries• Developing Brand Loyalty• Developing Brand Image• Education• Expansion of Markets• Overcoming Negative
Attitude• Economic Growth of Nations
ELEMENTS• Sales Promotion• Advertising • Public Relations• Personal Selling• Publicity • Trade Fair &
Exhibitions• Internet