Export Planning A 10 step approach Internationalisation of the firm Chapter 1: Introduction Internationalisation of the firm

Export Manager Job profile and required Competences JOB PROFILE Role: Export manager Responsible for: Structuring and managing the Export Policy based upon the business strategy Development of an Export Plan Initiate / set up market surveys Creating of the operational export / sales - plan Executing of the operational export/sales – plan Communicating with customers and partners Development and monitoring of export budgets and investment plans Visiting int‘l customers and partners Visiting int‘l fairs, congresses and competitors Leading the export department within own organisation Financial reporting and performance management COMPETENCE CARD Role: analysing, organising, leading and controlling int‘l business funtions within an organisation Analysing int‘l markets Interpretation of market survey data Strategy development Creating support for the Export Policy Writing Export – and Sales Plan Managing (communicating) of export partners, customers and trade shows Approve and control int‘l budgets Internal and external negotiation Monitoring operational export results Travelling and int‘l communication Leading and coordinating the Export department

Export Education (bachelor level) Competence card for ‘Marketing Management’ The international Marketer / Entrepreneur Work on the customer relationship (they) 1. Working with customers 1.1 Acquisition and development of customer relationships Work on the organisation (we) 2. Work from the organisation 2.1 Formulating a strategic policy based upon an internal – and external analysis 2.2 Translating strategic policy into tactical and operational plans and activities 2.3 Acting as an entrepreneur 3. Work in the organisation 3.1 Leadership 3.2 Working together / Collaboration 3.3 Managing projects Work on yourself (I) 4. Working on own     professionalism 4.1 Development of your (educational) career 4.2 Constructing knowledge

Export Planning Learning objectives (learning tasks) Ch. 1 At the end of the chapter you are able to: Understand the market position of countries from an international perspective and know the export development of the leading export nations; 2. Name the drivers within an organisation for export development; 3. Describe the elements which influence the international strategy definition; 4. Explain the Export Planning - process and its 4 phases: export policy, export audit, export plan and export roll-out. 5. Explain the 10 step Export Plan – Model

Export Growth Export development of largest nations 1980 - 2007 Source: WTO

Export Growth Export Development 1980 – 2007 (Export value in $ x 1 bln) Source: WTO

Export Planning Developing market and sourcing ‘Trade blocks’

Export Development Elements of influence PERFORMANCE RESULTS EXPORT DEVELOPMENT DRIVERS

Export Policy International strategy definition

Export Planning 4 Phases / 10 Steps 7 Marketing mix

Export Planning Chapter overview

Export Planning Chapter review questions (10 min.) What are drivers to internationalise a company? Explain the term internationalisation, export development and export planning. What is the difference, if any, between export policy and export plan? What are the 4 phases of the export planning process? Draw the 10 steps of the export plan – model and explain each step.