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Export Management - Hans Veldman - Chapter 4 & 10 Summary
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Hans Veldman Marketing Export Summary
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MAREX Week 4Chapter 4 Export Planning
Learning Objective:
Export marketing strategies
4.1 Planning
SME’s struggle with exporting as is relatively hard for them with a lack of knowledge of foreign
markets
Planning starts with a problem that requires a solution
4.1.1 What & How
Strategies to realize competitive advantage are the core of the planning process
In a company planning takes place at various levels:
4.1.2 Export Management & Export Marketing
Export management is part of the companywide strategic management process
Export Management – a form of management, which is characterized by a professional approach to
the export function, employing the company’s capital equipment to create maximum value in foreign
markets.
Marketing is crucial when it comes to export management
Marketing – organizational function and a set of processes for creating, communication and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders
2 important aspects of marketing:
1. Focus on value
2. Recognize the importance of existing customers
Export marketing – development and implementation of strategies aimed at export target groups in
order to achieve the creation and communication of value, with which the company realizes a
positive net export contribution
Export contribution (realized turnover – specific marketing costs) relies on marketing
Marketing contributes to shareholder value
4.1.3 Constant Change
It is important to take into account that markets are constantly changing
Increasing competition - Growing necessity to innovate - Globalization - Emerging markets - Growth
of the internet - Increased visibility of companies - Corporate social responsibility (CSR)
, MAREX Week 4
4.2 Company Policy
Export planning is based on internal & external analyses
Value creation by retaining customers, lead to two types of target groups: new customers and
existing customers.
Different export policy plans must be made for each group
Main purpose of a company = maximizing shareholder value
Used to judge performance of a company and its management
Target group value = sum of total of all advantages – costs to the customers to obtain these
advantages
Realizing an increase in turnover is possible through four strategic options (Ansoff)
Market penetration – existing products and existing markets (rate of success is more than
50%)
Product development – new products for existing markets (25-35%)
Market development – existing products in new markets (20-30%)
Diversification – new products for new markets (5-15%)
Ansoff’s growth strategy and the approach to planning embodied in the balanced scorecard theory
are combined in the Export Scorecard
4.2.1 Reputation, vision, mission & CSR
Reputation - the difference between expectations the target group has of the company and their
actual experiences
The starting point for companies is their vision and mission for the future
When exporting vision & mission contribute to reputation
Vision & mission help a company creates value and is used so they can distinguish themselves from
competitors
CSR – not only take into account economic objectives, but also people, planet & profit (3 p’s)
Website is very important when building reputation, include mission, vision, CSR, etc.
4.3 Strategy Development
Strategies should be developed to achieve competitive advantage
Can be done by analyzing the internal & external environments
Use these to create a SWOT
Do a swot to develop a strategy by analyzing Strengths, Weaknesses, Opportunities and Threats
Analyzing internal & external environments situational analysis
Internal Analysis (Strengths & Weaknesses)
Analysis strategies, objectives & results
Evaluation of present & future resources
Evaluation of company culture
Customers & value
External Analysis (Opportunities & Threats)
Developments expected in macro environment of export company
Competition
DESTEP/PESTLE (demographics, economic developments, political developments, legal
environment, technological environment, sociocultural environment)
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