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EXPORT MANAGEMENT STRATEGIES

PETER GICHURU
(D80/

LYDIA MWAI
(D80/93941/2014)
TABLE OF CONTENTS
Introduction
Conclusion
References


INTRODUCTION
Factors that Prompt Decision to Export
Expanding sales and profit
Establishing a broader and more stable
customer base
Utilizing excess capacity to lower costs
Responding to competition
Accessing new technology for overseas
markets
Guide to Developing Export
Strategy
1. Look inside the organization
2. The export environment
3. Product and service offerings
4. SWOT analysis
5. Needs assessment or How will we succeed
6. Creating the export plan
7. Implementation and monitoring
Approaches to Exporting
Passively filling orders from domestic buyers
who then export
Seeking out domestic buyers who represent
foreign end users or customers
Exporting indirectly through intermediary
Exporting directly


Management Issues Involved in the Export Decisions
Management objectives
What are the companys objective of pursuing export market?
Are they solid reasons like expanding customer base or frivolous
like a manager looking for an excuse to travel abroad?
How committed is the senior management to an export effort?
Is exporting viewed as a quick fix to slump domestic sales?
Will the company neglect its export clients if the domestic sales pick
up?
What are the management expectations for the export effort?
How quickly does the management expect the export market to be
self sustaining?
What level of return on investment does the management expect
form the export program?

Experience
With what countries has business already been
conducted, or from what countries have enquires
already been received?
Which product lines are being mentioned most often?
Are domestic customers buying the product for sale or
shipment overseas? If so, to what countries?
Is the trend of sales and enquiries up or down?
Who are the main domestic and foreign competitors?
What general and specific lessons have been learned
from past export attempt experience?

Management and Personnel
What in-house international expertise does the firm
have? (International sales experience, language
capabilities etc.)?
Who will be responsible for the departments
organization and staff?
How much senior management time (a) should be
allocated (b) could be allocated?
What organization structure is required to ensure that
export sales are adequately serviced?
Who will follow through after the planning is done?
Production capacity
How is the present capacity being used?
Will filling export orders hurt domestic sales?
What will be the cost of the additional
production?
Are there fluctuations in the annual work load?
When? Why?
What could be required to design and package
products specifically for export?

Financial capacity
What amount of capital can be committed to
export production and marketing?
What level of export department operating costs
can be supported?
How are the initial expenses of export efforts to
be allocated?
What other new development plans are in the
works that may compete with the export plans?
By what date must an export effort pay for itself?

REFERENCES
Alcamo, J., R. Leemans and E. Kreieman (eds.) (1998), Global Change Scenarios of the 21st
Century
Parry et al. (2000), How Important is Technological Innovation in Protecting the
Environment?, RFF Discussion Paper 00-15, March
Technologies, World Bank Technical Paper: Energy Series, World Bank, Washington, DC.
Birol, F. and J. Keppler (2000), Technology, Prices and Energy Efficiency, STI Review, No. 25,
Special Issue on Sustainable Development, OECD, Paris.
Grubb, M. and J. Walker (1992), Emerging Energy Technologies: Impacts and Policy
Implications,
POST (2000), Cleaning Up? Stimulating Innovation in Environmental Technology,
Parliamentary Office of Science and Technology, POST Report No. 136, London
Van Bergeijk, P.A.G., G.H.A. van Hagen, R.A. de Mooij and J. van Sinderen (1997),
Endogenizing Technological Progress: The MESEMET Model, Economic Modelling, 14(3), pp.
341-367.
Weitzman, L.M. (1997), Sustainability and Technical Progress, Scandinavian Journal of
Economics, 99(1), pp. 1-13.
Grbler, A. and S. Messner (1998), Technological Change and the Timing of Mitigation
Measures,
EGrubb, M. (2000), Economic Dimensions of Technological and Global Responses to the
Kyoto Protocol, Journal of Economic Studies, Vol. 27, Nos. 1/2, pp. 111-125nergy Economics,
20(5-6), pp. 495-512.
Gritsevskyi, A. and N. Nakicenovic (2000), Modeling Uncertainty of Induced Technological
Change, Energy Policy.
Ahmed, K.(1994), Renewable Energy Technologies: a Review of the Status and Costs of
Selected Technologies, World Bank Technical Paper: Energy Series, World Bank, Washington,
DC

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