Linking the research done to this export marketing plan

In the previous two steps of the export process, you will identified a short-list of countries to focus on and you will have undertaken desk research on these countries and perhaps even visited one or two countries to do in-market research. On the basis of this research you will have identified a country (and possibly even a market segment within that country) to focus on. You will also have taken a closer look at your potential customers and their needs and will have prepared a research report. Now you need to link this research to this export plan that you are busy compiling.

Preparing a summary of the research done

What you need to do is to draw upon the findings and conclusions you outlined in your market research report and to prepare a few paragraphs highlighting the main factors that you consider to be relevant from this research. This information should not exceed a page or two and can contain several bullet points – for an example, click here. This summary or your research serves as a background to your export marketing plan and provides the reasons behind your export marketing strategies.

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