Action planning

August 2014

Action planning

So now you some things about the EU market, you know how to do market

reseach, you know there are legislative and non-legislative requirements….

Now what?

Centre for the Promotion of Imports from developing countries

2

The Export Marketing Plan

The Export Marketing Plan (EMP) helps management to:

Take decisions

To structure export efforts

To monitor / measure progress and results

Centre for the Promotion of Imports from developing countries

3

The Export Marketing Plan

You can not do this alone!

You need a team to develop the plan

Including (for example) a technical manager, HR manager,

Business manager, Marketing manager

You need to invest time in research and analysis

Centre for the Promotion of Imports from developing countries

4

The export marketing plan builder

Centre for the Promotion of Imports from developing countries

5

A. Business auditIntegration ECP audit into EMP audit

INTERNAL ANALYSIS (SW-)

Outcome/results• Performance in current markets• Core competencies / Unique selling

points• Action points ECP + EMP on

organisational development

B. EU Target market(s)Selection & in-depth analysis countries (max 3) and pmc’s

EXTERNAL ANALYSIS (-OT)

Outcome/resultsMarket attractivenessMarket & buyer requirementsCritical Success Factors ( competative power)

C. SWOTExport which products

To which markets (countries & market segments)With which sales proposition (USPs)

D. Project planMES (market entry strategy) including marketing mix

ECP action plan & EMP action plan

Action planning

Perform a SWOT analysis to identify what you should work on

•Decide (for the moment) on your product market combinations (PMCs)Product, country, type of buyer•Identify market access requirements (legislation and non-legislation) and trends

Assess:1.what requirements/trends are opportunities for your company/product?2.what requirements/trends are threats for your company/product?3.what strong points and weak points in your company/product are responsible for this?

Put these O&T and S&W in a matrix

Centre for the Promotion of Imports from developing countries

6

Action Planning

If you have already been audited by CBI: use the feedback from the export audit in your SWOT analysis and in your EMP!

Companies that are selected for participation in the ECP programme will receive further support / suggestions / feedback in writing the Export Marketing Plan

If you want to apply for the ECP: tell Mr. Imtiaz

Centre for the Promotion of Imports from developing countries

7

Action planning

Centre for the Promotion of Imports from developing countries

8

External Opportunities

Threats

Internal A. …. B. …. A. ….. B. …..

Strong points

1. …. x

2. …. x

3. …. x

Weak points

1. …. x x

2. …. x

Action planning

Centre for the Promotion of Imports from developing countries | August 2013

9

External

Opportunities

Threats

Internal A. …. B. …. A. ….. B. …..

Strong points

1. …. x action a

2. ….

3. …. x action b

Weak points

1. …. x action c x action d

2. …. x action e

What actions are needed to benefit from the opportunities and cope with the threats?

Assignment

External analysisIdentify max 5 opportunities and max 5 threats for your company & product resulting from market access requirements

Internal analysisAssess what strong points and weak points are responsible for these opportunities and threats?E.g.: men (capacity, commitment) , machinery, means (access to capital, materials), skills, knowledge, methods (e.g. management systems, procedures)

ActionsIdentify at least 1 internal action / objective for each combination (SW/OT): what can you do to change the situation in your favour?

Centre for the Promotion of Imports from developing countries

10

Centre for the Promotion of Imports from developing countries

11