export marketing strategy at micro level

8/9/2019 Export Marketing Strategy at Micro Level

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By-

Anamika Goswami

Export Marketing Strategyat Micro Level


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MEANING OF MARKETINGSTRATEGY


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Marketing strategy

Marketing strategy is a process that canallow an organization to concentrate itslimited resources on the greatest

opportunities to increase sales andachieve a sustainable competitiveadvantage.

A marketing strategy should be centeredaround the key concept that customersatisfaction is the main goal.


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Importance of Exporting


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Importance :-

1.Increase and diversify sales raiseoverall productivity

2. Grow company and increase the

number of employees3. Expand markets, not putting all your

eggs in one basket4. Extend products life cycle5. Reduce dependence on local market6. Learn about competition around the

world


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Determinants of ExportPerformance


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Determinants are :-

1)Domestic transport infrastructure

2)Macroeconomic environment

3)Foreign direct investment

4)Institutions


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Development of ExportMarketing Strategy


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Swot Analysis


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Example:-

strongly differentiatedproductDistinctive competencies in the

industryStrong brand name and reputation

An attractive customer base

Superior intellectual capital andinternational experience

Innovative marketing capabilities

Quality managementTechnological and financial

resources-Cross cultural competencies

Strong alliances with foreignpartners

ack of distinctivecompetenciesHigher costs or weak

differentiation Weak brand and customer base

Weak distribution network

Lack of intellectual capital andinternational experience

Limited financial resources

-Lack of cross culturally competentpersonnel

Lack of strategic vision

Strengths Weaknesses


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,ising demand especiallyrom the export market

Existence of underserved marketsegments in the export market

Opportunity to utilize existingskills and resources in the

exportmarket

Falling trade barriers andattractive foreign marketsOpportunity to increase scale

from foreign operationsPossibility of exploiting arelationship with foreign

businesspartner or government officials

ntense competition in theoreign market

Slowing market growth

Growing bargaining power offoreign businesses or governments

Shift in customer demand

Costly new government regulations

Likely entry by formidablecompetitors into the foreign

market

Technology changes fast in theindustry

Opportunities Threats


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MICRO APPROACH


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Select markets with care

Pick up an importer with an EstablishedBrand Name

Dependable service

Build market share

Focus on Product Development & Market

Development strategies


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Use a Defense export strategy RatherThan of Attack

Use zero-customer-feedback time & zero

product improvement timeBusiness Individuality is emphasized not

business isolation

Mega marketing


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export marketing strategy at micro level

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