ii. It enables reaction to changes export markets are in constant evolution owing to change in technology, competition, imports, customer needs and the economy. These can be viewed as threats or opportunities. A good marketing plan specifies the objectives and actions which are needed to resist threats and exploit opportunities.
iii. It assists in the implementation of charges in company strategy Examples of these changes are exports to new markets and expansion in existing ones; launching of new products; diversification; export expansion, consolidation and contraction.
iv. To Support your case with in such situations, it is essential to have a properly devised marketing plan.
A good marketing plan integrates the company’s marketing activities into a coherent whole, protects it from sudden changes, establishes targets and acts as a focal point for management action. 11 cannot however, predict, and prevent mistakes or provide guarantees.
If the company has a marketing manager, the plan should be prepared together with him/her and in consultation with the production and financial manager, to ensure that the plan fits with the company’s overall business strategy.
Export marketing plans specify actions to be taken to implement marketing strategies and to achieve strategic objectives. In addition to outlining implementation procedures, they should also reflect decisions on the following matters, among others:
i. Methods of sale
ii. Screening and selection of distributors and agent abroad
iii. Methods of compensating distributors/agents
iv. Contracts with customers
v. Pricing policies and procedures
vi. Product adaptation