International Business Management Marketing Essay

1. 0 Executive summary

This article details subject of exporting which includes the reasons why companies internationalize and the methods the should undertake before going after export strategies.

The systematic strategy have been discussed in detail. We have talked about the two export strategies available in any organization seeking the export strategy. We have also discussed the several types of immediate and indirect exporting(which are the two main strategies of exporting, indirect and immediate exporting). The huge benefits that the organization gain from pursuing them and exactly how best to go about them. They have been discussed in detail, every advantages comes a drawback they have discussed the pitfalls that include going after the strategies.

Exporting strategy generally has been mentioned. I've used a small company located in america to discuss the benefits and disadvantages of exporting.


Mainly the info in this survey was from word literature. Also through the discourse with fellow colleagues, debates also added to the information compiled in the record. The web through the world-wide web also made contribution to the information within the report.


Exporting identifies strategy of producing products or services in a single country (often the makers home country) offering and distributing those to customers found in other countries. Many organizations use exporting as an entry strategy. It is flexible and in the event where the product is not successful due to the changes in the environment the firm can simply put out without incurring sufficient costs.

Exporting is one of the least expensive and less dangerous ways of internationalizing. Internationalizing business identifies the performance of trade and investment activities by the companies across the borders.

There are many ways that may lead a company to internalize. The primary reasons are

To seek opportunities expansion through market entry doors diversification, substantial market potential is present outside the home country.

To earn high earnings, for most types of products and services market development in older economies is sluggish or flat

These are a few of the main explanations why most companies internationalize or export their product. At a broadest level firms internationalize or export to improve competitive advantages. Cavusgil et al (2008 p5, p17)


According to Cavusgil et al (2008, p. 391-394) There is certainly need for a business to truly have a systematic methodology before exporting the goods and services. The more capable professionals use a systematic approach to enhance the firms leads for successful exporting by examining potential marketplaces, by managing the firm to attempt exporting, acquiring appropriate skills and competences and put into action export strategies. The following steps are taken and examined at length

4. 1 First step: Asses global market opportunity

Managers will assess the organizations readiness to internationalize, then choose the most likely country market and companions. The appearance at the readiness of the company and its products. Tools like Center (Companies readiness to export available online at global border) are undertaken. Managers will assess the most attractive markets, potential distributors and identifies the industry market potential. Visiting appealing countries is a substantial approach because professionals have the ability to understand the clients needs, competitive environment and other exterior factors.

4. 2 Second step: Organize for exporting

Managers make decisions in what amount of the firms engagement, resources to be committed and the type of domestic and international intermediaries to hire, what sort of time-table the company should pursue to attain export goals and goals.

4. 3 Third step: Acquire skills and competences

The organization acquires skills and competences to take care of export businesses. It trains personnel and engages appropriate facilitating companies (such as freight forwarders, bankers and international trade lawyers) The reason as to the reasons companies do this is because of the difficulty of export orders. The business can either release a new product or use the adaption strategy when opportunity countries change in terms of infrastructure; fund in the customer purchases hence the necessity for managers to get internationally oriented capacities.

4. 4 Fourth step: Implementing exporting strategy

Here managers will make decisions about product adaptation, marketing communities; rates and supporting foreign subsidiaries and intermediaries. Product version is the modifying a product to match the needs and preferences of potential buyers in the mark market. An example is when Microsoft company in Germany, it must be sure that the software is written in Germany. Market adaptation refers to modifying advertising, retailing style, public relations and promotional activities to suit individual market segments, this of course will depend on the target market, the nature of the product and the companies position in the marketplaces relative to competition.

Identifying and examining the four steps open to the organizations (which is recognized as the systematic approach) can help it determine which export strategy to pursue. They are to main strategies available specifically direct and indirect exporting. The both have their benefits and drawbacks. it's important to understand and asses them. Businesses selection which strategy to follow should be in accordance with the products or services. Certain products may be advantageous with immediate exporting while others won't.


With this approach an organization engages intermediaries found in the firms home market. The intermediaries or intermediaries or firms can handle finding foreign marketplaces and buyers for its products. Export trading companies (EM's), export trading companies (ET's), international trading consultants and other intermediaries can give the exporter access to well contracts. Yet the export can still hold on to considerable control of the benefits associated with exporting, such as learning more about foreign opponents new techniques and market opportunity.

The following are the indie organizations within the exporters home market, these are;

Domestic-based vendors (export) who devote some time hire to the merchandise and sell abroad

Piggy-banking, this is where the exporter uses the abroad distributing facility of another facility

Co-operations organizations, these function with respect to lots of products and are partially managed by the producers of key products such as fruits nuts export through co-operative organizations

Domestic-based export agents who sell with respect to the exporter, these are usually paid on fee. Jobber(2007, p. 956)

5. 1 Benefits of exporting indirectly

Indirect exports don't require a great deal of organizational work, staff workers. even when a company performs on export section, it emphasis only on a tiny number of employees, as the main work is carried out by foreign trade partners who have obtained an order.

Indirect exporting can relatively re-locate of the market if it turns out that it does not match its goals and targets.

5. 2 Disadvantages of exporting indirectly

During exporting, not all goods and services can be sold on the international market. Theoretically sophisticated goods for example plasma monitors, computers and some gadgets will not be well suited for indirect exporting.

Although in the of indirect export leave to foreign market needs small financial and human resources it is not always effective in the long run. It leads t de-minimizing earnings. Trading partners try to get maximum revenue of their services as mediators. This causes the climb of transfer of goods and services to a shop with small gains for the enterprise. Besides the latter cannot acquire its own experience in overseas market has no information on the desires of clients the action of competition and general financial conditions in specific countries.

Not all the broker agents are usually the optimum market potential and opportunities for marketing. This allows in miscalculations and blunders in various actions they take on. This influences the income of makers or exports of goods. A good example is where certain international markets aren't optimal goods which may be offered to exporters. The purchase price can be set without considering specific elements of the market.

The company exporting indirectly is deprived of direct communication with the finish uses. This includes transition to other forms of work in the marketplaces. Advantages and disadvantages of immediate and indirect exports CBS (Anon n. d. )


This methodology is the most ambitious and difficult. The exporter deal with every aspect of the exporting process from market research and likely to foreign distribution series, substantial determination of management time and attention is required to achieve good results. However this process maybe easiest way to attain high profits and development with affordable assistance and guidance from the team of commerce, talk about trade office buildings freight forwarders, international banking institutions and other service communities.


Companies usually use real estate agents and distributors in some or all their exports abroad. It's been approximated that over 60percent of US companies go for some or their export activity. Within the European firms characters it rises to 70percent. Real estate agents may be exclusive, where in fact the agreement is between your exporter and the agent by itself; semi-exclusive, where the agent handles the goods along with other non-competing goods from companies ; or exclusive, where in fact the agent handles a variety of goods, including some that they could contend with exporter products.

Distributors are different from real estate agents, the take retain to the goods and repayment ( to the distributors) is in line with the differences between the investing prices somewhat than commission. Distribution are only appointed when after-sales service must they will posses the required resources than agent.

The benefits of both realtors and vendors are they are acquainted with local market, traditions and conventions, existing business agreements and overseas nationals. They have got a direct bonuses to sell through either commission rate or profit margin, but since their remuneration is tied to sales they way be unwilling to devote enough time and work to creating a market for a fresh product. Also the quantity of market responses may be limited as the agent or distributor could see themselves as a purchasing agent for customers alternatively than providing agent export.

6. 2 Domestic-based sales representatives

Since he is a company company he has direct control of activities. When the company is uncomfortable with just how agents and marketers are handling their product they can employ a sales rep to performance almost all of the activities.

Company employs will apply more commitment to the client; which may seem to be absent in the marketers and agent as a result they are often uses in commercial markets where there are always a fewer large customers that want close contract with suppliers and where the size of orders justifies the expense of foreign travel.

6. 3 Overseas sales/marketing office or subsidiary

This is a greater customer dedication in this choice than using domestic-base sales staff. The major concern with option is the huge amount of investment required. however, the exporter may be seen to be an indigenous company, this improves the chances of achieving market success. In some markets, where usage of distribution channels is limited selling direct through an overseas markets office maybe the only feasible way of breaking into the market. The sales office or subsidiary acts as a middle for foreign founded sales representatives, grips sales circulation and promotion and it is a customer service center.

6. 4 The internet

Companies is now able to export directly to customers through the global reach of the internet. By creating a site overseas consumers are alert to the organizations products and can order immediately. The internet isn't only on demand to market but also used as a useful research tool. Sites like the international expansion offer skills and resources for specific establishments for example system and processing services companies. Jobber(2007, p. 957-959)

6. 5 Advantages of direct exporting

Through immediate export aim for management and the control of sales become possible which is unrealistic on the truth of immediate export

The exporting company establishes the immediate connection with a foreign partner and not just operates through its own international trade companies in another country but also offers the best opportunities for immediate participation foreign transfer.

Direct export is applicable to a variety of goods and services. By exporting a more substantial range of financial and human resources is covered than regarding indirect export

The benefit of direct exports are specially evident in the export and offer of company products and services, the sales which would not have been possible through overseas trade companies and export companies. This applies, above all to the people goods and services which may have a small degree of standardization and high-line plan.

6. 6 The main drawbacks of immediate exporting

While immediate exporting is applicable to a wider range of goods and services, for several goods and services immediate export is considered inappropriate in the same way as indirect. This pertains to goods that are anticipated to brief work life and cannot or unlike be exported; goods which may be associated with high transfer costs, goods which require sophisticated after sales service which cannot by resellers

Direct export is fraught with challenges for companies of monetary kind, such are those associated with deterioration of exchange rates. If the rate of local or currencies of third countries boosts in markets

However likened the indirect exporting, the exporter must devote more time, Staff and Corporate Resources in growing and managing procedures. Advantages and disadvantages of immediate and indirect exports CBS (Anon n. d. )


International ventures that entail the exchange of product are home based international trade activities, such as global, sourcing, exporting and countertrade. Here we are concerned about exporting and its benefits and drawbacks available for the firm.

For us to comprehend advantages and down sides we will discuss a firm in quick and speak about what benefits and drawbacks exporting provides.

Vellus product. Inc, a tiny company in america that makes gloaming products such as personalized shampoos, conditioners, cleaning sprays and detangles. Based on the Doherty(the president of the company) shampoo for the people don't work well on domestic pets because animals pores and skin is more delicate than humans and easily annoyed.

Vellus first export sales was to a Taiwanese importer who purchased $25, 000 price of products to sell at Taiwan toy shows. The word was "I started calls from people around world" says leader.

Vellus is becoming quite acquainted with the cultural aspects of various locations. Cavusgil et al (2008, p. 381-382)

7. 1 The exporting advantages designed for Vellus

Since Vellus is a little organization which includes the to grow, exporting will increase its overall sales, enhancing market talk about and general income that tend to be advantageous than the local market. A good example with regards to Vellus, a Taiwanese importer who purchased $25, 00 price of products and many recognized the product and the demand for the product increased. Upsurge in demand results into growth in market talk about which would later increase sales level.

Building up on the above edge would add on to say increase in market show and demand would mean Vellus producing on the a large level hence increasing economies of size and minimizing cost per product of developing.

Exporting will diversify customer basic, minimizing dependency on home markets. Thus far, Vellus has exported its products to Australia, Canada, China, Great britain, Norway and South Africa around 1 / 2 of its revenues come from exporting. Out of this we can say Vellus has diversified customer base in several countries and has also reduced its dependency on home market as half its earnings has come from foreign marketplaces.

Exporting also stabilizes fluctuations in sales associated with economical circles or seasonality demand. For example Vellus can offset declining needs at home credited to economic recessions or unexpected environmental factors by refocusing work to other countries doing good in their market.

If Vellus faces risky in foreign markets such as forex fluctuations, unstable political environment into what is occurring in the Ireland now where in fact the economy has considered its decide on the worst, or reduction in demand because of its product it can withdraw from the marketplace. Exporting minimize versatility and increase risk.

Since Vellus does not require a physical presence when chasing an export strategy in foreign markets there is a less expensive of entry. Vellus may use exporting to check new marketplaces before committing great resources through overseas direct investment.

7. 2 The disadvantages of exporting

Since exporting will not require a organization to get physical occurrence in a foreign market (in contrast FDI), Vellus has fewer opportunities to learn about customers, opponents and other unique aspects of the market. Although Vellus has acquired information about some ethnic aspects in some markets it could lack the full details which can be important in decision making. Having standard knowledge of the prospective would show dangerous as significant aspects such as what drives customers specific demand, however do our customers look at our competition and what procedures government is pursuing.

Exporting requires the firm to inquire capabilities and devote organizational resources to properly perform export purchase. For small firms like Vellus limited resources can limit the way would carry out the export strategy. Exporting requires management to put additional time and work to find out about freight for forwarders, paperwork, foreign currencies and new funding methods. The acquisition of such features can put a strain on small businesses like Vellus who might possibly not have the mandatory resources and competencies to meet them.

Compared to other admittance strategies exporting is much more hypersensitive to tariff and other trade obstacles as well as fluctuations in trade rates. Into trade obstacles Vellus will dsicover it difficult to export to Western european markets due to unfavorable conditions( obstacles) that apply if you aren't in Europe or an associate of europe(European union). In relation to the exchange rate we gives an example: the US money gained 12% contrary to the Euro and 15% resistant to the Yen. This resulted in a slow development of US exports harming those businesses that rely closely on exporting for making international sales. Exporters run the risk of being listed out of overseas market segments. Cavusgil et al (2008, p. 389-391)


The role of small medium sized enterprises (SMEs) in exporting keeps growing. In the United States SMEs have significantly less than 500 employees although in Europe and somewhere else where organizations may have less than 500 employees to meet the requirements SMEs.

Many government authorities have undertaken extreme campaigns to help SMEs to be exporters. The entire world bank assists SMEs to develop their business skills. SMEs do not require large export market segments they mainly carter for niche categories.

Exporting generally speaking has risen lately because its regarded as a less risky & most flexible admittance strategy.

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