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Export Marketing

You are here:Export Marketing > Dealing with export environments


 

 

Dealing with export environments

 

Introduction

One of the major marketing challenges that faces the aspirant exporter is the how to overcome the barriers resulting from the different environments that you will encounter in exporting. These environments include (click on any of these environments listed below, to learn more):

There are big differences

In most cases, these environments differ –sometimes dramatically – from the equivalent home environment. For example, some markets may be technologically superior or inferior to that which we are familiar with. Their economies may be stronger or weaker, or may function differently (such as the communist environments in China or Cuba). They are almost certain to have different political and legal systems than what we have and the influence of their Government is also likely to differ. Finally, and perhaps most dramatically, their socio-cultural environment is likely to be different from ours. You will find that they speak a different language, function in different social structures, have different beliefs and values, and are drawn to different aesthetics than what we are.

You need to adapt to these differences

All of these differences make it extremely difficult to use the same marketing package (or mix) that we do at home. Instead, we need to consider developing or adapting the product to ‘fit in’ with the requirements of not only the end customer but also the environment within which the customer lives and works. We also need to consider pricing the product differently, perhaps to accommodate the additional charges that are levied in the foreign marketplace. Distribution is also a problem and we have longer distances to cover, import duties to contend with and a barrage of documentation to overcome. The marketing channels – the routes from factory to end-user – are also longer, more complex and more costly. They are inevitably more channel members present that influence and add cost to the distribution process. Finally, the way that you promote your product will need to vary dramatically to take the various environments into consideration – especially the cultural environment, which incorporates the question of adapting to the foreign language!

Adapting is a marketing challenge that you will face

These differences translate into challenging marketing issues which the exporter must face and overcome if he/she is to be successful. One way to overcome these challenges is to understand the foreign marketplace and end user better. This means undertaking serious marketing research to ensure that you know exactly what is expected of you and how you will need to adapt your marketing mix in order to meet these differences.

 
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© Cornelius Bothma

Learning to export...
The export process in 21 easy steps
Step 1: Considering exporting
Step 2:Current business viability
Step 3:Export readiness
Step 4:Broad mission statement and initial budget
Step 5:Confirming management's commitment to exports
Step 6: Undertaking an initial SWOT analysis of the firm
Step 7:Selecting and researching potential countries abroad
Step 8: Preparing and implementing your export plan
Step 9: Obtaining financing for your exports
Step 10: Managing your export risk
Step 11: Promoting the firm and its products abroad
Step 12: Negotiating and quoting in exports
Step 13: Revising your export costings and price
Step 14: Obtaining the export order
Step 15: Producing the goods
Step 16: Handling the export logistics
Step 17: Export documentation
Step 18: Providing follow-up support
Step 19: Getting paid
Step 20: Reviewing and improving the export process
Step 21: Export Management
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