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5. Developing Your Marketing Plan    81
The Competition
What competitive  
products are sold  
abroad, and to  
whom?
What are your  
competitors’ 
products’  
advantages?
What are your  
competitors’  
products’  
disadvantages?
Market 1
What competitive  
products are sold  
abroad, and to  
whom?
What are your  
competitors’ 
products’  
advantages?
What are your  
competitors’  
products’  
disadvantages?
Market 2
What competitive  
products are sold  
abroad, and to  
whom?
What are your  
competitors’ 
products’  
advantages?
What are your  
competitors’  
products’  
disadvantages?
Market 3
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5. Developing Your Marketing Plan    82
The Marketplace(s)
Market 1
What needs does your product fill in a foreign market?
Has an aftermarket been developed for your product? If so, briefly describe.
What other equipment, if any, does a buyer need to use your product?
What complementary goods does your product require?
If your product is an industrial good:
— What firms are likely to use it?
— What is the useful life of your product?
— Is use or life of product affected by  
climate? If so, how?
— Will geography affect product purchase;  
for example, transportation problems?  
If so, how?
— Will the product be restricted abroad; for  
example, tariffs, quotas or non-tariff barriers?  
If so, how?
If your product is a consumer good: 
— Who will consume it? 
— How frequently will the product be bought? 
— Is consumption affected by climate? 
— Is consumption affected by geography;  
for example, transportation problems?
Does your product conflict with traditions, habits or beliefs or customers abroad?            Yes          No
Will there be product-related requirements; e.g., product certification, testing, special government approval, 
quotas? If so, list.
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5. Developing Your Marketing Plan    83
Market 2
What needs does your product fill in a foreign market?
Has an aftermarket been developed for your product? If so, briefly describe.
What other equipment, if any, does a buyer need to use your product?
What complementary goods does your product require?
If your product is an industrial good:
— What firms are likely to use it?
— What is the useful life of your product?
— Is use or life of product affected by  
climate? If so, how?
— Will geography affect product purchase;  
for example, transportation problems?  
If so, how?
— Will the product be restricted abroad; for  
example, tariffs, quotas or non-tariff barriers?  
If so, how?
If your product is a consumer good: 
— Who will consume it? 
— How frequently will the product be bought? 
— Is consumption affected by climate? 
— Is consumption affected by geography;  
for example, transportation problems?
Does your product conflict with traditions, habits or beliefs or customers abroad?            Yes          No
Will there be product-related requirements; e.g., product certification, testing, special government approval, 
quotas? If so, list.
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5. Developing Your Marketing Plan    84
Market 3
What needs does your product fill in a foreign market?
Has an aftermarket been developed for your product? If so, briefly describe.
What other equipment, if any, does a buyer need to use your product?
What complementary goods does your product require?
If your product is an industrial good:
— What firms are likely to use it?
— What is the useful life of your product?
— Is use or life of product affected by  
climate? If so, how?
— Will geography affect product purchase;  
for example, transportation problems?  
If so, how?
— Will the product be restricted abroad; for  
example, tariffs, quotas or non-tariff barriers?  
If so, how?
If your product is a consumer good: 
— Who will consume it? 
— How frequently will the product be bought? 
— Is consumption affected by climate? 
— Is consumption affected by geography;  
for example, transportation problems?
Does your product conflict with traditions, habits or beliefs or customers abroad?            Yes          No
Will there be product-related requirements; e.g., product certification, testing, special government approval, 
quotas? If so, list.
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5. Developing Your Marketing Plan    85
Marketing Your Product: Identifying Practical Needs  
Outline your potential product concerns. 
What potential issues might there be with:
— Product knowledge in your target market
— Target market
— Product adaptability
— Uniqueness of product
What is the most effective distribution channel? 
— Sell direct vs. market intermediaries
What product training or support is needed?
— What are the warranties?
Consider cash flow concerns.
What is the amount of investment needed?
What is the timing of the investments?
What is the payback period?  
Examine your capability to produce international products.
Can your sales increase by 20%, 40%, 100% in the next 12 months? Explain.
How does an increase in production volume affect your production timeline?
Can you make modifications to products without significant cost impact?            Yes           No
Can potential buyers/distributors see a functioning model or sample of your product  
that is substantially the same as would be the one to be offered in the buyer’s market?            Yes           No
Comments:
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5. Developing Your Marketing Plan    86
What product and/or labeling requirements must be met? (Metric measurements, AC or DC electrical,  
voltage, etc.) 
Keep in mind that the European Union countries now require three languages on all new packaging and 
Mexico requires labels in Spanish, while Canada requires labels in French and English, under the North 
American Free Trade Agreement.
What certifications or approvals are required? (CE mark, etc.)   
What foreign licensing and regulatory requirements apply to your product?   
When and how can product conversion requirements be obtained?  
Can product be delivered on time as ordered? (This is especially important if  
Letters of Credit are used as a payment method.)                               
Yes 
No
Comments:
Identify literature concerns. 
If required, can you produce product literature in a language other than English? 
Yes 
No
Do you need a product literature translator to handle the technical language? 
Yes 
No
Note: It’s important to use a translator who is familiar with the terminology used in your industry. 
What special concerns should be addressed in sales literature to ensure quality and informative  
representation of your product? (Keep in mind that translations should reflect the linguistic nuances of the 
country where the literature will be used.)
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5. Developing Your Marketing Plan    87
Identify website concerns.
Is your website ready for international commerce?                   Yes            No 
If not, describe steps needed:
Does your website “welcome” global visitors? 
Yes            No
If not, identify steps to be taken, such as use of global English, international dialing information,  
accessible hours for “live” customer service, etc.:
Can website visitors contact you via email?        Yes           No  What is your planned response time?
Identify customer relations concerns.
What are delivery times and method of shipment?
What are payment terms? 
Will financing be necessary to support either the pre-shipment (production)  
or post-shipment (accounts receivable) working capital needed for these orders?              Yes           No
What exporting financing programs offered by SBA and the Ex-Im Bank might work for you? Explain. 
What are the warranty terms? 
Will inspection/acceptance be required? Explain.
Who will service the product when needed?
How will you communicate with your customer? (Check all that apply.)
 Through a local agent                  Other (explain):
Via email  
Via fax              
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5. Developing Your Marketing Plan    88
Defining Your Marketing Strategy  
Step 1:  Consider your overall business approach.
What is the size of your firm?
What is the nature of your product/service?
What is your tolerance for risk?
What resources are available to develop the market? 
Describe any previous export experience and expertise.
Outline the business conditions in the selected markets.
Step 2: Define your international pricing approach.
How do you calculate the landed (in country) price for each product?
What factors have you considered in setting prices?
Which products’ sales are very sensitive to price changes?
How important is pricing in your overall marketing strategy?
What are your discount policies?
What terms of sale are best for your export product?
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5. Developing Your Marketing Plan    89
Step 3: Define your promotional approach.
What advertising materials will you use? 
What trade shows or trade missions will you participate in, if any?
What time of year and how often will foreign travel be made to customer markets?
Step 4: Define customer services. Include aspects such as in country technical training  
and after sales service.
What special customer services do you offer?
What types of payment options do you offer?
How do you handle merchandise that customers return?
What are your in-country technical training needs?
How will after-sales service be handled?
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5. Developing Your Marketing Plan    90
Identifying Customers Within Your Chosen Markets  
What companies, agents or distributors have purchased similar products?
Companies
Agents
Distributors
Product 1
Product 2
Product 3
What companies, agents or distributors have made recent requests for information on  
similar products?
Companies
Agents
Distributors
Product 1
Product 2
Product 3
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