Export Marketing Strategy

at Micro Level
By-


Anamika Goswami

MEANING OF MARKETING
STRATEGY
 Marketing strategy
 Marketing strategy is a process that can
allow an organization to concentrate its
limited resources on the greatest
opportunities to increase sales and
achieve a sustainable competitive
advantage.


A marketing strategy should be centered

around the key concept that customer
satisfaction is the main goal.
Importance of Exporting
Importance :-
1.Increase and diversify sales – raise
overall productivity
2.  Grow company and increase the

number of employees
3.  Expand markets, not putting all your

eggs in one basket

4.  Extend product’s life cycle

5.  Reduce dependence on local market

6.  Learn about competition around the

world

Determinants of Export
Performance
Determinants are :-
1)Domestic transport infrastructure
2)Macroeconomic environment
3)Foreign direct investment
4)Institutions
Development of Export
Marketing Strategy
Swot Analysis
Example:-
 Strengths
A strongly differentiated
product
Distinctive competencies in the
industry
Strong brand name and reputation
An attractive customer base
Superior intellectual capital and
international experience
Innovative marketing capabilities
Quality management
Technological and financial
resources
Cross-cultural competencies
Strong alliances with foreign
partners
 Weaknesses
Lack of distinctive
competencies
Higher costs or weak
differentiation
Weak brand and customer base
Weak distribution network
Lack of intellectual capital and
international experience
Limited financial resources
Lack of cross-culturally competent
personnel
Lack of strategic vision
 Opportunities  Threats
Rising demand , especially Intense competition in the
from the export market foreign market

Existence of underserved market Slowing market growth

segments in the export market
Opportunity to utilize existing
skills and resources in the Growing bargaining power of
Falling
export trade barriers and foreign businesses or governments
attractive
market foreign markets
Opportunity to increase scale
from foreign operations Shift in customer demand
Possibility of exploiting a
relationship with foreign
business Costly new government regulations
partner or government officials
Likely entry by formidable
competitors into the foreign
market
Technology changes fast in the
industry
MICRO APPROACH
Ø Select markets with care
Ø Pick up an importer with an Established
Brand Name
Ø Dependable service
Ø Build market share
Ø Focus on Product Development & Market
Development strategies
Ø Use a Defense export strategy Rather
Than of Attack
Ø Use zero-customer-feedback time & zero
product improvement time
Ø Business Individuality is emphasized not
business isolation
Ø Mega marketing