Page 59 - DMGT546_INTERNATIONAL_TRADE_PROCEDURE_AND_DOCUMENTATION

International Trade Procedures and Documentation

Notes Are the expected benefits worth the costs, or would company resources be better used for
developing new domestic business?

3.3.2 Developing an Export Plan

Once you have decided to sell your products abroad, it is time to develop an export plan. A
crucial first step in planning is to develop broad consensus among key management on the
company’s goals, objectives, capabilities and constraints. In addition, all aspects of an export
plan should be agreed upon by the personnel involved in the exporting process, as they will
ultimately execute the export plan.
The purposes of the export plan are (a) to assemble facts, constraints, and goals and (b) to create
an action statement that takes all of these into account. The statement includes specific objectives,
it sets forth time schedules for implementation, and it marks milestones so that the degree of
success can be measured and help motivate personnel.
At least the following ten questions should ultimately be addressed:
1. Which products are selected for export development? What modifications, if any, must be
made to adapt them for overseas markets?
2. Which countries are targeted for sales development?
3. In each country, what is the basic customer profile? What marketing and distribution
channels should be used to reach customers?
4. What special challenges pertain to each market (competition, cultural differences, import
controls, etc.), and what strategy will be used to address them?
5. How will the product’s export sale price be determined?
6. What specific operational steps must be taken and when?

7. What will be the time frame for implementing each element of the plan?
8. What personnel and company resources will be dedicated to exporting?
9. What will be the cost in time and money for each element?
10. How will results be evaluated and used to modify the plan?
The first time an export plan is developed, it should be kept simple. It need be only a few pages
long, since important market data and planning elements may not yet be available. (Sample
format of export plan is given below)
Sample Outline for an Export Plan

Table of Contents

Executive Summary (one or two pages maximum)
Introduction: Why This Company Should Export
Part I - Export Policy Commitment Statement
Part II - Situation/Background Analysis

Product or Service
Operations

Personnel and Export Organization

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