Preparing Your Export Marketing Plan
Once you have identified your market, you will need to organize the key elements of your export marketing plan. Use the guidelines below to help develop your plan.
Analyzing Your Target Market
To plan a winning strategy, you'll need to analyze your target market.
Strategic
Take a look at your target market's:
- customers
- industry associations
- trends
- industry/sector events calendars
- market differences
- your competitors
- export requirements
- economic initiatives/priorities
- market segmentation
Tactical
- Establish a competitive export price.
- Ensure that you have high quality and technically accurate support documentation for your agents/distributors in their language.
- Give special attention to the selection, training, incentives and support given to your agent or distributor.
- Arrange for your agents, distributors, and customers to visit your plant in Ontario, if appropriate, for critical training in product application, after-sales service, etc.
- Have your senior management visit the target market to confirm your commitment to the market and your customers there.
- Use major international trade shows to promote your merchandise and raise the visibility of your company.
- Continue to monitor your competition.
- Ensure on-going product and technology development.
Your research will provide a better understanding of where the opportunities are and what is needed to win the business of your target market. This understanding will contribute to your potential for success when you visit your market destination.
An analysis of this market information will help you define export opportunities and associated risks. This homework is an excellent investment - and, if cost is a consideration, it is a low-cost alternative to travelling to your potential market.
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