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
Top Related