Questions regarding chapter 1...........................................................................................................8

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Contents Chapter 1: Introduction export planning................................................................................................4 1.1 Internationalization of the organization.......................................................................................4 1.2 Country position and market attractiveness................................................................................4

1.2.1 Internationalization equals globalization?.............................................................................4

1.3 Export policy.................................................................................................................................5 1.4 Export planning............................................................................................................................6 1.5 10-Step export plan structure......................................................................................................7 Questions regarding chapter 1...........................................................................................................8 Chapter 2: Internal and external analysis...............................................................................................9 2.1 export policy.................................................................................................................................9 2.2 a company overview....................................................................................................................9

2.2.1 vision and mission.................................................................................................................9

2.2.2 business definition and objectives........................................................................................9

2.2.3 product lines and markets.....................................................................................................9

2.3 internal analysis.........................................................................................................................10

2.3.1 organization structure.........................................................................................................10

2.3.3 capabilities..........................................................................................................................10

2.4 external analysis.........................................................................................................................10

2.4.1 DESTEP analysis...................................................................................................................10

2.4.2 Trend analysis......................................................................................................................11

2.5 SWOT.........................................................................................................................................11

2.5.1 SWOT analysis.....................................................................................................................11

2.5.2 TOWS matrix.......................................................................................................................11

Questions regarding chapter 2.........................................................................................................11 Chapter 3: Business strategy and internationalization.........................................................................13 3.1 business strategy and export policy...........................................................................................13 3.2 competitive environment...........................................................................................................13 3.3 growth stage..............................................................................................................................13 3.4 product life cycle and product portfolio management...............................................................14 3.5 competitive strategy and value proposition...............................................................................15 Questions regarding chapter 3.........................................................................................................18 Chapter 4: Country analysis and selection...........................................................................................19 4.1 Country analysis approach.........................................................................................................19 Questions regarding chapter 4.........................................................................................................20 Chapter 5: value chain and supply chain setup....................................................................................21 5.1 Value chain analysis...................................................................................................................21 5.2 Choose the right business process model..................................................................................22 5.3 Identify key processes................................................................................................................22 Questions regarding chapter 5.........................................................................................................22 Chapter 6: Export market strategy and entry options..........................................................................23 6.1 Export market entry options......................................................................................................23 2 / 4

Chapter 7: marketing mix and competitive positioning.......................................................................26 7.1 Plan the marketing mix setup.....................................................................................................28 7.2 Price setup..................................................................................................................................28 Questions regarding chapter 7.........................................................................................................28 Chapter 8: Logistics and organization..................................................................................................30 8.1 Determine the delivery and payment terms and export document requirements....................30 8.2 Create the necessary organization structure setup....................................................................30 Questions regarding chapter 8.........................................................................................................31 Chapter 9: Financial and legal issues....................................................................................................33 Questions regarding chapter 9.........................................................................................................34 3 / 4

Chapter 1: Introduction export planning

1.1Internationalization of the organization Internationalization of the organization requires a clear strategic commitment and vision/mission of the firm. The overall export planning process has four phases: Export policy, export audit, export plan and export roll-out. Many companies start internationalization of their business during and after a successful growth phase.

1.2Country position and market attractiveness Countries compete with each other on tourism, medication and health centers, logistic ports and distribution, financial centers etc. Michael Porter presents six factors which lead

to competitiveness of nations:

1.Factor advantages; Basic: advantages like raw material, climate, location etc. Advanced: modern telecommunication, modern infrastructure etc.

2.Type of domestic demand; refers to the structure of domestic demand and its focus, size, growth pattern and availability of transfer mechanisms to other countries.

3.National competitiveness; the intensity of competitiveness, its number of competitors and the framework in which competition takes place.

4.Network of internationally competing suppliers; allows for faster information input of new technologies, insights and innovations.

5.Coincidental factors; unplanned occurrences, like strike, war, innovations, currency changes exchange fluctuations.

6.Governmental policy; focusing on the first four factors to stimulate its economy.To move up on the market positioning and market attractiveness ladder, countries have to work on the aforementioned factors for competitive advantage. That is why a lot of countries try to create centers of excellence for specific products or services (China=manufacturing and India=information technology.

1.2.1 Internationalization equals globalization?

In the internationalization of companies there are four questions relevant:

1.What are drivers for companies to start export development and internationalization?

The most common drivers behind companies’ international ambitions are:

-Market development as a strategy; when companies meet the maturity stage in their home market, internationalization is needed to further grow the business)

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