The Art of Export Marketing

> Are You Ready to Export to International Markets?

E. Develop Marketing Strategy

  • Prioritize target markets
  • Establish pricing
  • Identify distribution chain
  • Prepare publicity and promotion plan
  • Develop promotional materials
  • Prepare communication plan

Marketing Formula

The Classic 4 Ps of Marketing: Product, Price, Promotion, Place

Forum for International Trade Training (FITT) adds 9 more Ps: Payment, Personnel, Planning, Paperwork, Practices, Partnerships, Policies, Positioning and Protection.

Elements of a Good Export Plan

(from FITT)

  • Introduction
  • Organizational issues
  • Products and services
  • Market overview
  • Market entry strategy
  • Regulatory and logistical issues
  • Risk factors
  • Implementation plan
  • Financial plan
  • Conclusion/recommendations

"Find guidance on general exporting and trade-related best practices to help you increase your global knowledge and competitiveness. Through real case scenarios, EDC highlights possible challenges exporters may face along with ways to succeed and grow business in various market sectors abroad."  Consult Export Development Canada,

Base your marketing strategy on solid research.

When pricing your product, make sure to cover all your domestic and export-related costs.

Assess your risks and protect yourself against them.

Apply the same aesthetic to your marketing as you do to your art. Pay close attention to your promotional material: it must be professional, attractive and culturally sensitive.

Plan on spending 10% to 15% of your budget on marketing & promotion.

Insure your export receivables with Export Development Canada,

Consult Export Development Canada,

How did you do?

I have no
marketing strategy.

I have some elements
of a marketing strategy.

I have a
marketing strategy!

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