How to Get Started in Export

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

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.