Export marketing is an increasingly serious problem for most companies in the interconnected global economy’ Either for export or not, how are the main problems for companies willing to expand their international markets’
Export marketing is not just a process to find buyers / importers and discuss with the hope of export orders, but a good strategic planning, marketing must follow a process to achieve good results and success in international markets’ Since last 10 years of my consulting practice in international marketing, in my opinion, the main efforts of marketing exports not because of lack of implementation of the strategic marketing plan’
So what is this strategic action plan marketing ”?
Strategic marketing plan is a series of functional areas of export marketing, which should be followed step by step to success in export marketing’ Perform the following tasks, step by step, gives a quick success in export marketing with profitable and sustainable growth in export sales’
Step-1: Identify the target market
First phase of export marketing is to identify target markets and market needs, if their products / services has the potential and market demand’ There are many countries in the world and you must select the correct one (s) for your product and services’ If you know your target market and market needs, you can easily get export orders from these countries’ You can identify your target market by conducting market studies that will give you a thorough knowledge of international market opportunities’
Step-2: Development of strategies for export marketing
After identifying a target market, the second phase of export marketing is the development of an export duty, marketing strategies, including the strategy of market entry, positioning strategy, product strategy, pricing strategy, brand strategy, brand strategy and promotion strategy based on the needs of the target market’ Based on the results of the market, you will be able to develop a strategy to meet its targets for the export market’ Their export marketing strategies must be able to develop a sense
- To enter the market in which the right of your products or services has the potential market and demand
- For the proper position and provide the competitive advantage
- Development of products / services that meet the needs of the buyer,
- To offer the prices that give both you and your buyer a competitive advantage,
- To offer own brand or private label solution
- For the loan offer of securities and the requirements of the buyer
- To promote your company, which creates awareness among the buyers / importers
If you have developed marketing strategies for export law, you can enter the international market and develop more rapidly with the growth of export sales’
Step-3: Preparation of marketing communication tools
Once you have developed strategies based on the needs of the target, the third step is to prepare informative and attractive, such as marketing communication tools Company Profile, sales letter, catalog of products, brochures, website that can support the positioning and promotion of your business’ All your communication tools should be well designed, informative and attractive professional who can provide all necessary information from your company and your services to potential buyers / importers and influence their decision to start the communication business with you’
Step-4: Promotion
After the preparation of marketing communication tools, the next step is promotion, which plays an important role in the success of marketing for export’ The main objective of the promotion is to educate buyers and importers of what they are and what you offer’ Mixed promotion must be profitable and should deliver a message at the time and place’ The promotion should lead buyers / importers to attract attention, engage and take action on the opening of communications with you’ Internet is the most profitable and fastest tool in the promotion practices of export marketing’ We have seen that the major importers and buyers using search engines, directories and B2B portals to find and contact suppliers authentic’ Therefore, the presence of your company and products / services in the major search engines like Google, Yahoo and Alibaba’com B2B portals will give your business a global presence and raise awareness among buyers and importers effective’ Participating in fairs and exhibitions is also a good strategy to promote off-line that can generate a direct contact and experience with buyers / importers’
Step-5: Generation of export Polls
Success in export marketing starts with generating a genuine export inquiries from potential buyers / importers required expertise and the refocusing of promotional activities, the supply of buyers and their approach to the true professionalism’ We need to study the profile of the buyer and / or buying leads to see if you can give them what they need’ We have seen that many providers in contact with most of the buyers / importers who have no interest in their products / services, without understanding their profile and needs’ A buyer / importer can submit a question in case of need of your services, or better than the current supplier in terms of quality, price, service and / or further develop the provider and / or other reasons’ Therefore, in contact with them, offering a competitive advantage that may interest you to email requests for information can become export orders through communication and negotiation training’
All these measures are interrelated and can only work if every fact or not’ Export marketing is a continuous process and all functions can be reviewed and amended from time to time by the changing global economic and market conditions’