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Step 8: Preparing your export plan

You are here:Step 8:Preparing your export plan > Preparing an export marketing strategy for your firm > Export promotion > Step 1: Deciding on a suitable mix of promotional elements


 

 

Step 1: Deciding on a suitable mix of promotional elements

 

In this first step of setting your export promotion strategy, you will need to decide on which of promotional elements you will use to promote your firm abroad. There are essentially six elements to choose between. They are:

  • Advertising
  • Sales promotion (including participation in trade fairs)
  • Direct marketing,
  • Internet marketing
  • Publicity (or PR)
  • Personal selling

Knowing the difference

In order to select an appropriate mix of these six elements, you need to understand what each element entails. To this end, we discuss each of these elements in greater detail in order for you to understand (a) what is involved in each of these elements of promotion, and (b) to enable you to decide whether this element is suitable for your company.

Choosing a promotional mix

It is unlikely that you will use only one means of promoting your firm in the foreign marketplace. Instead, you are likely to use a 'mix' of these six elements. For example, you may choose to place an advertisement in a trade magazine in the target market, which you backup with an e-mail marketing campaign. You may also decide to make use of trade fairs (a form of sales promotion) to promote your company and you may also use personal selling by calling on your top twenty potential customers. But before you can decide on which elements to choose, you need to know what they involve, so let us move on to discuss each of these elements.

 

 
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Step 8: more information

Step 8: Preparing your export plan
      Synopsis of research already done
      Revisiting an export SWOT analysis of the firm
      Setting the export objectives of the firm
      Preparing an export marketing strategy for your firm
                  The export product
                  The export price
                  Export promotion
                              .Advertising
                              .Sales promotion
                              .Direct marketing
                              .Internet marketing
                              .Publicity
                              .Personal selling
                        .Step 2: Determining the extent of standardisation of your export
                               promotion effort
                        .Step 3: Deciding on the core message(s) you will use to promote
                               your product and company
                  Export distribution
      Preparing an export budget for your firm
      Outlining an implementation schedule for your export activities
      Preparing and presenting your export plan
      Obtaining approval for your export plan

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More information on Step 8
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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