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

2. Export Manager Job profile and required Competences 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
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

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.