International Marketing Plan Workbook

The purpose of the International Marketing Plan workbook is to prepare your business to enter the international marketplace.   Ask yourself: Should I expand my company through exporting? Do I have any products or services¹ I can export? This workbook will lead you step-by-step through the process of exporting your product to an international market.The workbook is divided into sections.  Each section should be completed before you start the next. After you have completed the entire workbook, you will be ready to develop an international marketing plan to export your product. The remaining chapters of this Guide will assist you in determining where and how to find the resources to begin exporting successfully.¹  When products are mentioned, services should be assumed also. Click Workbook to be directed to the full version of the SBA International Marketing Plan workbook in .pdf format.

Planning

Why complete this workbook and write a plan?

Five reasons why it will be worth your time and effort:

1. Careful completion of this workbook will help evaluate your level of commitment to exporting;
2. The completed workbook can help you assess your products’ potential for the global market;
3. The workbook gives you a tool to help you better manage your international business operations successfully;
4. The completed workbook will help you communicate your business ideas to persons outside your company. It is excellent starting point for developing an international financing proposal; and
5. With a plan the business is able to stay focused on primary objectives and has a measuring tool for results as each step is achieved.

Can’t I hire someone to do this for me?

No! Nobody will do your thinking or make decisions for you. This is your business. If the marketing plan is to be useful, it must reflect your ideas and efforts.

Why is planning so important?

The planning process forces you to look at your future business operations and anticipate what will happen. This process better prepares you for the future and makes you more knowledgeable about your business. Planning is vital for marketing your product in an international marketplace and at home.

Any firm considering entering into international business transactions must understand that doing business internationally is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.In considering products or services for the international market, a business needs to be:

1. Successful in its present domestic operation;
2. Willing to commit its resources of time, people and capital to the export program. Entry into international markets may take as long as two years of cash outflow to generate profit; and
3. Sensitive and aware of the cultural differences in doing business in other countries.

Approach your export operations in the same way you would your domestic operations—using sound business fundamentals. Developing an international marketing plan helps you assess your present market situation, business goals and commitment. This will increase your opportunities for success.

A marketing plan is a process, not a product. It must be revised on a continual basis as your knowledge increases about international markets. You will be surprised how much easier it is to update a marketing plan after the first one is written. Planning is a continuous process. Plus, after a revision or two, you will know more about your international business market opportunities to export products.

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