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Exporting is a fantastic way for companies of all sizes to grow their business, and with many governments offering extensive support for their exporters, there has never been a better time to start. "Building Your Business Through Export" is an indispensable handbook for new and established exporters. In this thorough but accessible guide, John Westwood explains how to navigate the risks, build an understanding of potential target markets and make the most of the services many governments make available to their exporters as you develop and implement your export strategy. Including a range of international case examples, complete sample export and export marketing plans and supported by online checklists and country mini-profiles, this book offers essential advice on choosing and using agents and distributors, pricing, sales promotion, payment methods for export sales and ensuring your company website is ready for international customers.
This book is very timely. Building Your Business Through Export applies best practice in strategic marketing to the field of exporting. Mr Westwood uses his considerable experience to give practical advice and examples on how to make exporting work for your business growth and gain a competitive edge to succeed internationally. In particular, the book provides practical tips to utilize the internet and online channels, to acquire and retain overseas customers. Raul Kharbanda AMRS, Head of Research & Customer Insight, UK Trade & Investment
| Introduction | p. 1 |
| Why start exporting? | p. 3 |
| The export superpowers | p. 3 |
| Why start exporting? | p. 6 |
| The benefits of exporting | p. 7 |
| Is your company ready to start exporting? | p. 8 |
| Summary | p. 13 |
| How to get started | p. 14 |
| Types of exporter | p. 14 |
| Online or traditional exporting? | p. 15 |
| How to get started | p. 16 |
| Government support for exporters | p. 17 |
| Why do you want to start exporting? | p. 17 |
| Assessing whether you are ready to start exporting | p. 20 |
| The export audit | p. 21 |
| Making the decision | p. 25 |
| Summary | p. 30 |
| How to decide which markets to consider first | p. 31 |
| The world market | p. 31 |
| Regional trading agreements and trading blocs | p. 33 |
| Other economic groupings | p. 36 |
| Selecting potential export markets | p. 37 |
| Which country first? | p. 38 |
| Summary | p. 46 |
| Researching the market | p. 47 |
| How to plan your marketing research | p. 47 |
| Carrying out marketing research for overseas markets | p. 49 |
| Carrying out the research yourself | p. 52 |
| Desk research | p. 54 |
| Country (market) and industry (sector) reports | p. 55 |
| Other sources of market and sector reports | p. 58 |
| Company information | p. 60 |
| Product and statistical information | p. 61 |
| Field research | p. 63 |
| Using an agency to carry out market research | p. 64 |
| Summary | p. 69 |
| Developing an export strategy and preparing an export plan | p. 70 |
| Developing your export strategy | p. 70 |
| The marketing planning process | p. 73 |
| Research and analysis | p. 74 |
| Situation analysis | p. 75 |
| Pricing for export markets | p. 81 |
| Objectives and strategies | p. 84 |
| Tactics and action plans | p. 89 |
| Costs and budgets | p. 91 |
| The written plan | p. 96 |
| Summary | p. 99 |
| Entry strategies for overseas markets | p. 100 |
| Types of exporting | p. 100 |
| Market entry strategies | p. 101 |
| Deciding which entry strategy to use | p. 112 |
| Marketing channels | p. 113 |
| Summary | p. 116 |
| Setting up and managing overseas distribution | p. 118 |
| Finding and selecting overseas agents and distributors | p. 120 |
| Agent/distributor questionnaire | p. 122 |
| Legal aspects of dealing with agents and distributors | p. 124 |
| Agency and distributor contracts | p. 128 |
| Managing distributors | p. 134 |
| Summary | p. 135 |
| Sales promotion | p. 136 |
| Understanding your target market | p. 136 |
| Reviewing your sales promotion for overseas markets | p. 139 |
| Websites | p. 140 |
| Sales literature | p. 142 |
| Presentations | p. 143 |
| Advertising | p. 144 |
| Exhibitions and trade shows | p. 145 |
| Sector-focused trade missions/visits | p. 148 |
| Summary | p. 151 |
| Selling goods online | p. 152 |
| Websites for international e-commerce | p. 152 |
| Types of site | p. 153 |
| Web hosting | p. 155 |
| E-commerce sites | p. 156 |
| E-commerce regulations | p. 159 |
| Summary | p. 164 |
| Quoting for international business | p. 165 |
| Pricing for export business | p. 165 |
| Export contracts | p. 169 |
| Payment methods | p. 170 |
| Terms of sale (Incoterms) | p. 174 |
| Summary | p. 180 |
| Moving your goods | p. 181 |
| Modes of transport | p. 181 |
| Using freight forwarders | p. 185 |
| Export packaging | p. 186 |
| Labelling | p. 190 |
| Transport insurance | p. 191 |
| Export documentation | p. 193 |
| Classifying your goods | p. 196 |
| Reporting procedures | p. 201 |
| Summary | p. 204 |
| Managing the risks of exporting | p. 205 |
| Understanding the market | p. 205 |
| Country risks | p. 206 |
| Customer risks | p. 207 |
| Creditworthiness | p. 208 |
| The risks of currency and foreign exchange | p. 210 |
| Delivery delays and frustrated exports | p. 216 |
| Intellectual property rights in international trade | p. 217 |
| Avoiding litigation | p. 221 |
| Personal and company risk | p. 221 |
| Risk management and insurance services | p. 222 |
| Summary | p. 224 |
| Individual export markets | p. 226 |
| Europe | p. 226 |
| Other top export destinations | p. 231 |
| Brazil, Russia, India, China (the BRICs) | p. 233 |
| Summary | p. 238 |
| Government support organizations | p. 239 |
| Useful websites | p. 243 |
| Types of government support services available | p. 247 |
| Example of a complete export plan | p. 253 |
| Example of an export marketing plan | p. 261 |
| Index | p. 271 |
| Table of Contents provided by Ingram. All Rights Reserved. |
ISBN: 9780749463755
ISBN-10: 0749463759
Series: Strategic Success
Audience:
Professional
Format:
Paperback
Language:
English
Number Of Pages: 288
Published: 24th May 2012
Dimensions (cm): 21.5 x 14.2
x 1.9
Weight (kg): 0.358
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