Synopses & Reviews
Exporting is not just for large organizations anymore. Research shows that companies that export are more productive than non-exporters, perform better financially, and are more likely to stay in business. Moving into export is a big decision and is not without its risks, but with the right approach and some good advice, the results can be enormously rewarding.
How to Get Started in Export explores the challenges and opportunities of taking this next vital step for a business in the UK. Covering topics such as: choosing the best markets for the products, making the most of the wide range of services available, working with agents/distributors, and the need to comply with regulations in the UK and internationally; this practical guide explains all the angles to consider and how to make the best possible start.
"[A] fine read with plenty to consider, highly recommended for ambitious business managers." --Midwest Book Review
How to Get Started in Export is a practical introduction to exporting that takes the reader step by step through the process of gathering information, formulating an export plan and putting it into action.
- Exporting helps companies broaden their potential market, increase their turnover and improve their reputation
- Includes essential advice on researching international markets, pricing for export, market entry strategies and sales promotion
- Handy checklists and templates to help put together a Complete Export Plan and Export Marketing Plan
-Includes a free application for iPhones that provides extracts from nine books in the Creating Success series, quotes and tips from the experts.
About the Author
John Westwood has held a wide variety of senior sales and marketing positions with several multinational companies, and has since gained valuable experience with Exporting. He has set up and developed distribution networks for various companies in Europe and Scandinavia, the Middle East, Asia and the Pacific and managed distribution operations in the US and Canada. He is also the author of How to Write a Marketing Plan, 30 Minutes to Write a Marketing Plan and The Marketing Plan Workbook, all published by Kogan Page.
Table of Contents
1 Why should companies export?
Why start exporting?
The benefits of exporting
Government support for exporters
Government support for organisations
Is your company ready to start exporting?
2 How to get started
Online or traditional exporting?
How to get started
Why do you want to start exporting?
The export audit
Making the decision
Selecting potential export markets
The world market
Which country first?
3 Researching overseas markets
How to plan your marketing research
Carrying out marketing research for overseas markets
Carrying out the research yourself
Using an agency to carry out market research
4 Export strategies and export plans
Develop your export strategy
The marketing planning process
Pricing for export markets
Objectives and strategies
Tactics and action plans
Costs and budgets
The written plan
5 Market entry strategies
Types of exporting
Deciding which entry strategy to use
Costs and budgets
The written plan
6 Working through sales agents and distributors
Finding and selecting overseas agents and distributors
Legal aspects of dealing with agents and distributors
Agency and distributor contracts
7 Sales promotion
Understanding your target market
Reviewing your sales promotion for overseas markets
Exhibitions and trade shows
Sector-focused trade missions/visits
8 The internet as a sales channel
Websites for international e-commerce
9 Quoting for international business
Pricing for export business
Terms of sale (Incoterms)
10 Moving your goods
Modes of transport
Using freight forwarders
Labelling and packaging of goods
Classifying your goods
11 Managing the risks
Understanding the market
The risks of currency and foreign exchange
Delivery delays and frustrated exports
Intellectual property rights in international trade
Personal and company risk
Risk management and insurance services
Types of government support services available