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?
2
Centre for the Promotion of Imports from developing
countries
The Export Marketing Plan
The Export Marketing Plan (EMP) helps management to:
Take decisions
To structure export efforts
To monitor / measure progress and results
3
Centre for the Promotion of Imports from developing
countries
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
4
Centre for the Promotion of Imports from developing
countries
The export marketing plan builder
A.
Business audit
Integration 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/results
Market attractiveness
Market & buyer requirements
Critical Success Factors ( competative power)
C.
SWOT
Export which products
To which markets (countries & market segments)
With which sales proposition (USPs)
D.
Project plan
MES (market entry strategy) including marketing mix
ECP action plan & EMP action plan
5
Centre for the Promotion of Imports from developing
countries
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
6
Centre for the Promotion of Imports from developing
countries
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
7
Centre for the Promotion of Imports from developing
countries
Action planning
External  Opportuniti
es
Internal 
A. ….
Threats
B. ….
A. …..
B. …..
x
x
Strong
points
1. ….
x
2. ….
3. ….
x
x
Weak points
1. ….
2. ….
8
x
Centre for the Promotion of Imports from developing
countries
Action planning
What actions are needed to benefit from the opportunities and cope with the
threats?
External

Internal
Opportuniti
es

A. ….
Threats
B. ….
A. …..
B. …..
x
c
x
d
Strong
points
1. ….
x
a
action
x
b
action
2. ….
3. ….
Weak points
9 ….
1.
action
action
Centre for the Promotion of Imports from developing
countries | August 2013
Assignment
External analysis
Identify max 5 opportunities and max 5 threats for your company &
product resulting from market access requirements
Internal analysis
Assess 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)
Actions
Identify at least 1 internal action / objective for each combination
(SW/OT): what can you do to change the situation in your favour?
10
Centre for the Promotion of Imports from developing
countries
11
Centre for the Promotion of Imports from developing
countries