Export Planning Institute _II_BPM Joris Leeman©, 2010 Internationalisation of the firm Chapter 1:...

Export Planning Institute _II_BPM Joris Leeman© , 2010

Internationalisation of the firm

Chapter 1: Introduction

Export PlanningA 10 step approach


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 ManagerJob profile and required Competences


Export Education (bachelor level)Competence card for ‘Marketing Management’

4.2 Constructing knowledge

4.1 Development of your (educational) career4. Working on own professionalism

Work on yourself

(I)

3.3 Managing projects

3.2 Working together / Collaboration

3.1 Leadership

3. Work in the organisation

2.3 Acting as an entrepreneur

2.2 Translating strategic policy into tactical and operational plans and activities

2.1 Formulating a strategic policy based upon an internal – and external analysis

2. Work from the organisation

Work on the organisation

(we)

1.1 Acquisition and development of customer relationships

1. Working with customers

Work on the customer

relationship(they)

The international Marketer /

Entrepreneur


Export PlanningLearning objectives (learning tasks) Ch. 1

At the end of the chapter you are able to:

1. 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


Source: WTO

Export GrowthExport development of largest nations 1980 - 2007


Source: WTO

Export GrowthExport Development 1980 – 2007 (Export value in $ x 1 bln)


Export PlanningDeveloping market and sourcing ‘Trade blocks’


EXPORT DEVELOPMENT DRIVERS

PERFORMANCE RESULTS

Export DevelopmentElements of influence


Export PolicyInternational strategy definition


7Marketing

mix

Export Planning4 Phases / 10 Steps


Export PlanningChapter overview


Export PlanningChapter review questions (10 min.)

1. What are drivers to internationalise a company?

2. Explain the term internationalisation, export development and export planning.

3. What is the difference, if any, between export policy and export plan?

4. What are the 4 phases of the export planning process?

5. Draw the 10 steps of the export plan – model and explain each step.

Export Planning Institute _II_BPM Joris Leeman©, 2010 Internationalisation of the firm Chapter 1:...

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