Export Development Strategy

We use a series of analytical tools to develop an Export Development Strategy, i.e. a business strategy for entering foreign markets or a strategy for developing export activity on foreign markets. Each export development strategy includes a selection of the most perspective markets for the enterprise products to be exported.

We make this selection with the help of Indicator Analysis of foreign markets. We select market and industry indicators after analyzing their impact on the attractiveness of the markets for the company’s products which are to be exported, taking into account the barriers to the development of the company’s export activity on the investigated markets.

After choosing the most promising markets, we analyze the macro-environment and its impact on doing business in these markets. For a thorough analysis of the macro-environment, we use a tool called PEST (Political, Economic, Social, Technological), which consists of 4 areas that have a key impact on doing business in a given country: the political, economic, social and technological area.

To assess the competitive position of an enterprise on foreign markets, we conduct a structural analysis of the sector to which we use the concept of Porter’s five forces. The analysis takes into account 5 factors affecting the competitive position of the enterprise in a given market sector: bargaining power of buyers and suppliers, competition within the sector and the threat of new producers and substitutes.

In order to compare the company’s resources important for assessing the company’s competitive position on the market with such resources of potential competitors, we use benchmarking analysis. The purpose of this analysis is to identify the best and weakest features of the company in relation to competitors and possibly give recommendations to carry out activities to improve the company’s efficiency in the field where competitive companies have an advantage.

In addition, product analysis and SWOT analysis are prepared to determine the company’s export goals and marketing strategies, which are necessary to prepare the optimal product and market strategy, market entry strategy and marketing mix.

For product analysis, we use the benchmarking method to indicate areas in which a company’s product or service has or does not have a competitive advantage on a given foreign market. Product analysis allows you to assess which product features should be improved so that the company’s product can compete effectively on a foreign market.

To propose the choice of product and market strategy direction, we use the Ansoff matrix, which allows you to choose one of four possible strategies depending on the assessment of the market potential and product of the company. Each strategy determines what activities on a given market would be most beneficial for the company, or whether entering a new market would be beneficial.

A more accurate definition of the strategy of entering foreign markets is made using the McKinsey matrix. Product and market attractiveness analyzes according to this matrix allow to determine the best among 9 standard strategies for entering individual markets. For each strategy, the most effective actions are assigned that the company should carry out while developing its export operations.

To choose the right strategy for entering foreign markets, we also perform SWOT analysis, which is the most basic tool when creating marketing strategies. This analysis allows the use of collected information about the company and its environment to develop an action strategy based on strengths and opportunities, while eliminating or reducing weaknesses and threats.

Marketing activities on foreign markets

After performing the above-mentioned analyzes, we can propose a marketing strategy for the selected foreign market. Because each foreign market has specific features that must be taken into account, a separate marketing strategy should be prepared for each market.

Therefore, the use of marketing mix taking into account the key areas of activity of each enterprise (product, price, promotion, distribution), for a given product requires adaptation of marketing mix instruments (price, distribution and promotion) to the specifics of foreign markets.

The introduction of innovative products by the company on the markets in which it is present often requires the use of market development strategies. Entering new markets often requires the use of a product adaptation strategy that takes into account the specificities of individual markets.

Companies with limited resources usually decide on a marketing strategy on foreign markets defined as concave, i.e. slow but consistent and systematic strengthening of position on foreign markets.

The summary of export development strategies is the preparation of marketing activities on selected foreign markets for a given product. The export development strategy creates the opportunity to make the best use of the company’s development opportunities offered by activities on foreign markets

The volume of the entire strategy is about 100 pages, depending on the product, industry, number of markets and other customer needs. The promotional price of the export development strategy depends on the type of exported product and the type of market and is determined after agreeing on the details and scope of data being analyzed.

Our team of specialists will help you choose foreign markets where your products will have the greatest chance of success and will conduct market analysis. We will propose actions that will enable the development of export for your products.

Contact us and you will soon be able to expand into new foreign markets.
Call us: tel. no 605 04 28 03 or send e-mail: polbis@polbis.a4.pl