Write an Export Marketing Plan
Write an Export Marketing Plan using the “Sample Outline For an Export Marketing Plan” on Page 486 – 487 (Module
B) of the text. Research a particular country and product you wish to export. This may be a “made-up” company; or, you
may choose an actual company and product.
Complete the plan for a profitable expansion of a United States company and specific product to that country. This
project should trace the entire process from beginning (research) to end. Include graphs, charts, indices, references, etc.,
as appropriate (see note below). A good place to start would be to revisit Module/Chapter 13. Prepared in a Word
document, it is common that this paper will be an average of 9-11 pages – exclusive of the APA Format Cover Page and
Reference Page. The primary objective is to master the concepts and theories learned throughout this course. Follow
the Outline Roman Numerals as you prepare your Plan. Inside your Plan, be sure to use the exact Roman Numerals,
Large Letters (e.g. A, B, C), 1, 2, 3 etc. in front of each of your Sections – following the Outline sample.
Note: Please use Canvas or Adobe Spark e to prepare your graphs, charts, etc. It is suggested that you use 3-5 graphs,
charts, or indices to support your Export Marketing Plan.
In addition to your textbook, you should use a minimum of three additional outside sources. The emphasis of this
Export Marketing Plan is in the quality of your paper no Dremium is placed on length.
Suggested Sources – please research for others:
• CIA The World Factbook e
• Cultural Savvy
SAMPLE OUTLINE FOR AN EXPORT MARKETING PLAN
I. Purpose-Why has the plan been written?.
Il.Table of contents-Include a list of any appendixes.
lll. Executive summary-This is short and contains (no longer than two pages) and covers the principal points of the report. It is prepared after the plan has been written.
IV. Introduction-Explains why the firm will export.
V. Situation analysis.
A. Descriiption of the firm and products to be
B. Company resources to be used for the export
C. Competitive situation in the industry.
2. Market coverage.
3. Market share.
D. Export organization-personnel and structure.
VI. Export marketing plan.
A. Long- and short-term goals.
Total sales in units.
2. Total sales in dollars.
3. Sales by product lines.
4. Market share.
5. Profit and loss forecasts.
B. Characteristics of ideal target markets.
2. GNP/capita growth rate.
3. Size of target market.
C. Identify, assess, and select target markets.
1. Market contact programs.
(a) U.S. Department or Commerce.
(b) World Trade Centers.
(c) Chamber of Commerce.
(d) Company’s bank.
(e) State’s export assistance program.
(f) Small Business Administration.
(g) Small Business Development Center in
(h) Export hotline directory.
2. Market screening.
(a) First screening-basic need potential.
(b) Second screening-financial and economic
(1) GNP/capita growth rate.
(2) Size of target market.
(3) Growth rate of target market.
(4) Exchange rate trends.
(5) Trends in inflation and interest rates.
(c) Third screening-political and legal forces.
(1) Import restrictions.
(2) Product standards.
(3) Price controls.
(4) Government and public
attitude toward buying American
(d) Fourth screening-sociocultural forces.
(1) Attitudes and beliefs.
(e) Fifth screening-competitive forces.
(1) Size, number, and financial strength of
(2) Competitors’ market shares.
(3) Effectiveness of competitors’ marketing
(4) Levels of after-sales service.
(5) Competitors’ market coverage-Can
market segmentation produce niches
that are now poorly attended?
(f) Field trips to best prospects.
(1) Department of Commerce trade mission.
(2) Trade missions organized by state or
D. Export marketing strategies.
1. Product lines to export.
2. Export pricing methods,
3. Channels of distribution.
(a) Direct exporting.
(b) Indirect exporting.
4. Promotion methods.
5. After-sales and warranty policies.
6. Buyer financing methods.
7.Methods for ongoing competitor analysis.
8. Sales forecast.
VI. Export tinancial plan.
A. Pro forma profit and loss statement.
B. Pro forma cash flow analysis.
C. Break-even analysis.
VIII. Export performance evaluation.
2. Product lines.
3. Export personnel.
B. Variables to be measured.
1. Sales by units and dollar volume in each
2. Sales growth rates in each market.
3. Product line profitability.
4. Market share.
5. Competitors’ efforts in each market.
6. Actual results compared to budgeted results.