Transcript Project
Export Marketing Plan , purpose, structure and recap Expro Engineering The Hague, November 2013 Martin Bitter Exportant 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 PT. Bakom Metal Industries country Indonesia PT. Braja Mukti Cakra PT. Indta Pratamjaya Indonesia Indonesia PT. Maber Teknindo A.N. Engineering Industry Elektro Control Industries International Polymer Industries (Pvt) Ltd Landhi Engineering Works (Pvt) Ltd. Indonesia Pakistan Pakistan Pakistan Pakistan Lucky Plastic Industries Pakistan Mehran Commercial Enterprises Mistequay International (Pvt) Ltd Noorani Industries Pakistan Pakistan Pakistan PIC Technologies (Pvt) Ltd, Precision Investment Casting Power Vision Systems (Pvt.) Ltd. Risan Synthetic Technic SHERANI Engineering Techmen Engineering Tecno Pack Pvt.Ltd TPI Thermosole Alpha Techno Precision Toolings Inc. Pakistan Pakistan Pakistan Pakistan Pakistan Pakistan Pakistan Philippines Fasteners Incorporated Franvinz Enterprises Inc. Philippines Philippines Hardware Labs Performance Systems, Inc Philippines MESCO, INC Philippines Onatech Incorporated Philippines Sanford Corporation Anh Thy Co. Ltd EMTC Export Mechanical Tool Stock Comp. Philippines Viet Nam Viet Nam Hong Ky Corporation Legroup Mai Van Dang Co. Ltd (MADA) Viet Nam Viet Nam Viet Nam Minh Hoa Invesment Joint Stock Tomeco Toan Cau Mechanic Electrical Joint Stock comp. Viet Nam Viet Nam ass 1 ass 2 ass 3 j n j n j n n n j j j j n n j j j j n n j j j j j j j j j j j j n j n j j j j j j j n j j j n j j j n n j j n n j j j j j j j j j j j j n j j j n j j n j j n j j j j j j j j j j j j j j n n j n n j 31 2 26 7 21 12 The results…. Expro Engineering, November 2013 The Results…… • 21 out of 33 companies sent in all assignments • 12 companies missing 1 or more assignments ( 5 missing all!!!) ( 4 missing 1 ) ( 5 missing 2 ) : 64% The Champions of PREPARATION are………. Landhi PT Bakom Sherani LeGroup Expro Engineering, November 2013 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 your decision 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 Step 1: Intro & Mission Step 3: PMC / MES Step 1: Current market position / S-O strategy Step 2: Industry trends Step 2: Market assumptions Step 4: Action plan Step 3: Export objectives Step 3: Management Step 4: Budget & forecast Expro Engineering, November 2013 Action plan & Budget Market entry strategy Market research Situation analysis The EMP 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 promotion Lack 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 WORK Participants 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