Internationalisation of the firm

1. Export Planning A 10 step approach Chapter 1: Introduction Internationalisation of the firm

2. Export Manager Job profile and required Competences • 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 • 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

3. Export Education (bachelor level) Competence card for ‘Marketing Management’ The international Marketer / Entrepreneur Work on the customer relationship (they) 1. Working with customers • 1.1 Acquisition and development of customer relationships Work on the organisation (we) 2. Work from the organisation • 2.1 Formulating a strategic policy based upon an internal – and external analysis • 2.2 Translating strategic policy into tactical and operational plans and activities • 2.3 Acting as an entrepreneur 3. Work in the organisation • 3.1 Leadership • 3.2 Working together / Collaboration • 3.3 Managing projects Work on yourself (I) 4. Working on own    professionalism • 4.1 Development of your (educational) career • 4.2 Constructing knowledge

5. Export Planning Learning objectives (learning tasks) Ch. 1 • At the end of the chapter you are able to: • 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

6. Export Growth Export development of largest nations 1980 - 2007 Source: WTO

7. Export Growth Export Development 1980 – 2007 (Export value in $ x 1 bln) Source: WTO

9. Export Planning Developing market and sourcing ‘Trade blocks’

10. Export Development Elements of influence PERFORMANCE RESULTS EXPORT DEVELOPMENT DRIVERS

11. Export Policy International strategy definition

12. Export Planning 4 Phases / 10 Steps 7 Marketing mix

14. Export Planning Chapter overview

15. Export Planning Chapter review questions (10 min.) • What are drivers to internationalise a company? • Explain the term internationalisation, export development and export planning. • What is the difference, if any, between export policy and export plan? • What are the 4 phases of the export planning process? • Draw the 10 steps of the export plan – model and explain each step.