73
www.sba.gov
5. Developing Your Marketing Plan 71
Market Factor Assessment
RATING
Demographic/Physical Environment
Population size, growth, density
Urban and rural distribution
Climate and weather variations
Shipping distance
Product-significant demographics
Physical distribution and communication network
Natural resources
Political Environment
System of government
Political stability and continuity
Ideological orientation
Government involvement in business
Attitudes toward foreign business
(trade restrictions, tariffs)
Competitive Environment
Uniqueness of your product/service
Pricing of competitive products (nontariff barriers,
bilateral trade agreements)
National economic and development priorities
Regulatory or quality standards for imports
Economic Environment
Overall level of development
Economic growth; GNP, industrial sector
Role of foreign trade in the economy
Currency: inflation rate, availability, controls, stability
of exchange rate
Balance of payments
Per capita income and distribution
Disposable income and expenditure patterns
Country 1:
RATING
Social/Cultural Environment
Literacy rate, educational level
Understanding of the class structure
Similarities and differences in relation to
domestic market
Language and other cultural considerations
Market Access
Limitations on trade: high levels, quotas
Documentation and import regulations
Local standards, practices, and other non-tariff
barriers
Patents and trademark protection
Preferential treaties
Legal considerations for investment, taxation,
repatriation, employment, employment and
common contracts
Product Potential
Customer needs and desires
Opportunity for market segment within the
greater population
Local production, imports, consumption
Exposure to and acceptance of product
Availability of linking products
Industry-specific key indicators of demand
Attitudes toward products of foreign demand
Competitive offerings
Imports in product category
Local Distribution and Production
Availability of intermediaries
Regional and local transportation facilities
Availability of manpower
Conditions for local manufacture
Rating Scale: 1 to 5 (5 being the best)
Back to
Previous View
Back to Beginning
of Chapter
72
www.sba.gov
5. Developing Your Marketing Plan 72
Country 2:
RATING
Demographic/Physical Environment
Population size, growth, density
Urban and rural distribution
Climate and weather variations
Shipping distance
Product-significant demographics
Physical distribution and communication network
Natural resources
Political Environment
System of government
Political stability and continuity
Ideological orientation
Government involvement in business
Attitudes toward foreign business
(trade restrictions, tariffs)
Competitive Environment
Uniqueness of your product/service
Pricing of competitive products (nontariff barriers,
bilateral trade agreements)
National economic and development priorities
Regulatory or quality standards for imports
Economic Environment
Overall level of development
Economic growth; GNP, industrial sector
Role of foreign trade in the economy
Currency: inflation rate, availability, controls, stability
of exchange rate
Balance of payments
Per capita income and distribution
Disposable income and expenditure patterns
RATING
Social/Cultural Environment
Literacy rate, educational level
Understanding of the class structure
Similarities and differences in relation to
domestic market
Language and other cultural considerations
Market Access
Limitations on trade: high levels, quotas
Documentation and import regulations
Local standards, practices, and other non-tariff
barriers
Patents and trademark protection
Preferential treaties
Legal considerations for investment, taxation,
repatriation, employment, employment and
common contracts
Product Potential
Customer needs and desires
Opportunity for market segment within the
greater population
Local production, imports, consumption
Exposure to and acceptance of product
Availability of linking products
Industry-specific key indicators of demand
Attitudes toward products of foreign demand
Competitive offerings
Imports in product category
Local Distribution and Production
Availability of intermediaries
Regional and local transportation facilities
Availability of manpower
Conditions for local manufacture
Rating Scale: 1 to 5 (5 being the best)
Back to
Previous View
Back to Beginning
of Chapter
72
www.sba.gov
5. Developing Your Marketing Plan 73
Country 3:
RATING
Demographic/Physical Environment
Population size, growth, density
Urban and rural distribution
Climate and weather variations
Shipping distance
Product-significant demographics
Physical distribution and communication network
Natural resources
Political Environment
System of government
Political stability and continuity
Ideological orientation
Government involvement in business
Attitudes toward foreign business
(trade restrictions, tariffs)
Competitive Environment
Uniqueness of your product/service
Pricing of competitive products (nontariff barriers,
bilateral trade agreements)
National economic and development priorities
Regulatory or quality standards for imports
Economic Environment
Overall level of development
Economic growth; GNP, industrial sector
Role of foreign trade in the economy
Currency: inflation rate, availability, controls, stability
of exchange rate
Balance of payments
Per capita income and distribution
Disposable income and expenditure patterns
RATING
Social/Cultural Environment
Literacy rate, educational level
Understanding of the class structure
Similarities and differences in relation to
domestic market
Language and other cultural considerations
Market Access
Limitations on trade: high levels, quotas
Documentation and import regulations
Local standards, practices, and other non-tariff
barriers
Patents and trademark protection
Preferential treaties
Legal considerations for investment, taxation,
repatriation, employment, employment and
common contracts
Product Potential
Customer needs and desires
Opportunity for market segment within the
greater population
Local production, imports, consumption
Exposure to and acceptance of product
Availability of linking products
Industry-specific key indicators of demand
Attitudes toward products of foreign demand
Competitive offerings
Imports in product category
Local Distribution and Production
Availability of intermediaries
Regional and local transportation facilities
Availability of manpower
Conditions for local manufacture
Rating Scale: 1 to 5 (5 being the best)
Back to
Previous View
Back to Beginning
of Chapter
15
1.
Prioritize Markets:
2.
www.sba.gov
5. Developing Your Marketing Plan 74
3
Back to
Previous View
Back to Beginning
of Chapter
Save
Continue
Using Planner
To print this worksheet,
print pages 71 to 74
16
www.sba.gov
5. Developing Your Marketing Plan 75
Your Industry in Target Global Markets
How do other U.S. firms market their products in the countries/regions you
have chosen?
Country/Region 1
Country/Region 2
Country/Region 3
What has made them successful?
Country/Region 1
Country/Region 2
Country/Region 3
Back to
Previous View
Back to Beginning
of Chapter
15
www.sba.gov
5. Developing Your Marketing Plan 76
How do global competitors market their products in the countries/regions you
have chosen?
Country/Region 1
Country/Region 2
Country/Region 3
What has made them successful?
Country/Region 1
Country/Region 2
Country/Region 3
Back to
Previous View
Back to Beginning
of Chapter
40
www.sba.gov
5. Developing Your Marketing Plan 77
What sales volume will you project for your products in these international markets for
the coming year?
Country/Region 1
Country/Region 2
Country/Region 3
What is the projected growth in these international markets over the next five years?
Year 1
Year 2
Year 3
Year 4
Year 5
Country/Region 1
%
%
%
%
%
Country/Region 2
%
%
%
%
%
Country/Region 3
%
%
%
%
%
Back to
Previous View
Back to Beginning
of Chapter
Save
Continue
Using Planner
To print this worksheet,
print pages 75 to 77
26
www.sba.gov
5. Developing Your Marketing Plan 78
Building a Distributor or Agent Relationship
What facilities does the agent or distributor need to service the market?
What type of client should your agent or distributor be familiar with in order to sell your product?
What other product lines should the agent/distributor carry, to complement yours?
What level of technical expertise is required? What additional technical services, if any, are required?
What territory should the agent or distributor cover?
What financial strength should the agent or distributor have?
What other competitive or noncompetitive lines are acceptable or not acceptable for the agent or distributor
to carry?
How many sales representatives does the agent or distributor need, and how often will they cover
the territory?
Will you use an export management company (EMC)* to do your marketing and distribution for you?
Yes
No
If yes, have you developed an acceptable sales and marketing plan with realistic goals you both agree to?
Yes
No
*It’s important to note that EMCs do not have to represent your company exclusively on a worldwide basis. Rather, they sometimes
can represent you in specific regional markets. For example, you might contract with an EMC to sell your products in Latin American
markets, while you continue to handle direct export sales to Europe or Asia.
Back to
Previous View
Back to Beginning
of Chapter
13
www.sba.gov
5. Developing Your Marketing Plan 79
Comments/Observations:
What are your next steps for moving forward with/finalizing your agreement?
Back to
Previous View
Back to Beginning
of Chapter
Save
Continue
Using Planner
To print this worksheet,
print pages 78 to 79
17
www.sba.gov
5. Developing Your Marketing Plan 80
Marketing Your Product/Service
Your Product
What are your product’s advantages?
What are your product’s disadvantages?
How complex is your product?
What skills or special training are required to:
— Install your product?
— Use your product?
— Maintain your product?
— Service your product?
What options and accessories are available?
Back to
Previous View
Back to Beginning
of Chapter
Documents you may be interested
Documents you may be interested
