Strategic Export Marketing – Achieving Success in a Harsh Environment
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Katsikeas, C. S. and Leonidou, L. C. 2010. Strategic Export Marketing – Achieving Success in a Harsh Environment. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
Sound export strategies are critical in achieving success in today's harsh business environment. This article highlights the process of formulating such strategies. As a starting point, the firm has first to gain appropriate resources and capabilities that are conducive to exporting. It is also important to identify opportunities and threats from an analysis of both the foreign task environment and the macroenvironment. Following this assessment of the internal and external situation, the next step is to select the most attractive foreign countries to enter, as well as target the most promising customer groups within each market. Clear, measurable, and achievable objectives have then to be set for the whole export operation, and then these are to be broken down for each country and customer group selected. To achieve the objectives set, a strategy has to be proposed for each of the elements of the marketing mix (i.e., product, price, distribution, logistics, and promotion). To effectively and efficiently execute the export marketing strategy, it is crucial to have a proper export department staffed with adequate personnel, and managed by capable people. Finally, it is essential to set up a mechanism for controlling the implementation of the marketing strategy and to prepare contingency plans.
- export marketing;
- global business;
- marketing plan