export marketing plan, purpose, structure and recap expro engineering the hague, november 2013...
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Export Marketing Plan , purpose, structure and recap
Expro EngineeringThe Hague, November 2013
Martin BitterExportant Consultants Ltd.
Recap !!!!!
Your assignment before travelling to The Hague:
1. Attend 3 online meetings
2. Write the first version of the first 3 Steps of the Export Marketing Plan
Expro Engineering, November 2013
Your experiences???
Expro Engineering, November 2013
What actually happened? organisation country ass 1 ass 2 ass 3PT. Bakom Metal Industries Indonesia j j jPT. Braja Mukti Cakra Indonesia n n nPT. Indta Pratamjaya Indonesia n n nPT. Maber Teknindo Indonesia n n nA.N. Engineering Industry Pakistan j j jElektro Control Industries Pakistan j j jInternational Polymer Industries (Pvt) Ltd Pakistan j j jLandhi Engineering Works (Pvt) Ltd. Pakistan j j j
Lucky Plastic Industries Pakistan j j jMehran Commercial Enterprises Pakistan j j jMistequay International (Pvt) Ltd Pakistan j j nNoorani Industries Pakistan j j jPIC Technologies (Pvt) Ltd, Precision Investment Casting Pakistan n n nPower Vision Systems (Pvt.) Ltd. Pakistan j j nRisan Synthetic Technic Pakistan j j jSHERANI Engineering Pakistan j j jTechmen Engineering Pakistan j n nTecno Pack Pvt.Ltd TPI Pakistan j j nThermosole Pakistan j j jAlpha Techno Precision Toolings Inc. Philippines j j jFasteners Incorporated Philippines j j jFranvinz Enterprises Inc. Philippines j j jHardware Labs Performance Systems, Inc Philippines j j nMESCO, INC Philippines j j j
Onatech Incorporated Philippines n n nSanford Corporation Philippines j j jAnh Thy Co. Ltd Viet Nam j j jEMTC Export Mechanical Tool Stock Comp. Viet Nam j j jHong Ky Corporation Viet Nam j j jLegroup Viet Nam j j jMai Van Dang Co. Ltd (MADA) Viet Nam j n n
Minh Hoa Invesment J oint Stock Viet Nam j n nTomeco Toan Cau Mechanic Electrical J oint Stock comp. Viet Nam j j j
31 26 212 7 12
The results….
Expro Engineering, November 2013
The Results……
•21 out of 33 companies sent in all assignments : 64%
•12 companies missing 1 or more assignments
( 5 missing all!!!)( 4 missing 1 )( 5 missing 2 )
The Champions of PREPARATION are……….
Tomeco
Expro Engineering, November 2013
Thermosol
eNoorani
Mehran Lucky Plastics
Elektro Control
Ind.
AN Engineering
Anh Thy
Sanfor
d
Mesco
Fasteners
Inc.
Alpha
TechnoLeGroup
Hong Ky
EMTC
IPIFravinz
Risan
PT Bakom
Sherani
Landhi
Observations Very short answers, eg yes/no
Use questions as coat hangers to elaborate on the subject.
Tip: if questions are removed, you should still have a coherent text.
Research shows: Then please show these figures or data bits on which you take yourdecision
3 assignments: 3 separate documents , please integrate into ONE
I feel…. Is ok if you can substantiate later… (figures and facts)
Expro Engineering, November 2013
The Export Marketing Plan
10 Expro Engineering, November 2013
The EMP
a very useful tool for
• newcomers in the arena of internationalization, • entrepreneurs who already have a market
presence in foreign markets. a marketing and management instrument • sound, logical and fact-based decisions. • structuring and systemizing approach of new markets or
expansion in existing markets. • integrated part, or extension, of your company's business
plan.
A way to grab opportunities at the lowest cost.
Expro Engineering, November 2013
The EMP
Your company and your role in the supply chain The opportunities for your company in the export market Who are your possible clients Where to find these clients How to get to these clients Predict the profitability of the export venture
Expro Engineering, November 2013
Structure
STEP 1 : Situation analysis, own company
STEP 2 : Opportunities & Market research
STEP 3 : PMC & Market entry strategy
STEP 4 : Action plan and budget
Expro Engineering, November 2013
The Structure
Expro Engineering, November 2013
Making sense of the EMP
Expro Engineering, November 2013
The EMP
Step 1: Intro & Mission
Step 3: PMC / MES
Step 2: Market assumptions
Step 1: Current market position / S-O strategy
Step 2: Industry trends
Step 3: Export objectives
Step 3: Management
Step 4: Action plan
Step 4: Budget & forecast
Situ
ation
ana
lysi
sM
arke
t res
earc
hM
arke
t ent
ry s
trat
egy
Actio
n pl
an &
Bud
get
Expro Engineering, November 2013
Focus
Define very clearly:
• What you offer• What are your USP’s• What’s in it for “THEM” ? The ??
What the market expects: clear offer and advantages from an expert
Focus results in easier marketing and promotionLack of focus: loosing opportunities?
Expro Engineering, November 2013
EMP contribution comments
Your coaches have read your contributions and communicated with many of you .
Summary:
Commentary by Jan and Peter,General remarks on swot, internal / external view on basis 5M and STEEP, trends & MR.
Expro Engineering, November 2013
GROUP WORKParticipants comments
Give us your experiences with your work on:
Step 1 Internal view
Step 2 External view / Market and Industry trends
Step 3 Product-Market combinations / Market Entry strategies