Export Marketing----A Scottish biscuit Company exporting plan

Essay by nickqian933University, Master'sB, August 2006

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Abstract

In this essay, I am going to make an export marketing plan for a Scottish biscuit manufacturer, which is a medium size firm with no foreign activities so far, and it is the leader in its market in Scotland with its high quality products and premium pricing. Then it is considering export of its goods in the rest of Europe.

The export marketing plan can help the firm to bring all relevant marketing instruments together in a productive "mix". And it will give direction to all your planned activities for optimal effect. That direction is outlined in the objectives. Also, it will estimate when the activities should take place. This timing will clarify the logical sequence. The same applies to the very moment results can be expected. That facilitates good management and sound decision-making. This export marketing plan critical evaluate how the firm select first export countries, what market segment will target, what export entry mode should be used, and the export marketing strategies about 4Ps (pricing decisions, promotion and marketing communication, physical distribution, and product standardization).

1. Introduction

With the development of communication & transportation technology and declining trade barriers, the world trade activities become more internationally. And the exports act an important role in the world trade. But how to start and manage the export marketing is going to be the main problem now. As the normal business, firms must have a plan when they start the export marketing. The export marketing plan can help the firm to bring all relevant marketing instruments together in a productive "mix". And it will give direction to all your planned activities for optimal effect. That direction is outlined in the objectives. Also, it will estimate when the activities should take place. This timing will clarify the logical sequence. The same...