11/11/2008
Are You Ready to Export? Do You Understand Exports?
Do You Have What It Takes?
by Manuel Alves

How often we ask ourselves: “Are you ready to Export? Do you understand what export is?” while making a decision to export the products internationally. We often perceive export the same as selling abroad without a slightest doubt. However, this misconception can lead to drainage of resources, unsuccessful market approaches and ultimately loss of the market.

Export is the action upon which a company understands international markets, how to enter them, which means to use and which resources to apply. It is a long-term view on how to develop the current business, increase sales, build brand value and reduce dependability on domestic markets. Nonetheless, the reason to export should never be to compensate for loss of domestic sales.

The approach to exports is detailed and takes into account factors as diverse as economy, legislation, product adaptation, standards, entry barriers, competition, investment, and commercial terms to mention a few.

It is also very important to understand and analyze how fit your organisation is after all. As export often means dealing with a diverse culture, language and different expectations. Very few products are universal and it is a common mistake to assume that “ours” does not need adaptation. The organisation must be fit to export and among the variables to take into account are: how strong the organisation is in the domestic market (to be used as a launching platform)? What is the added value we offer? What are our competitive advantages? How can we chose the markets and find customers overseas? How should we act in international exhibitions, etc.

Export is a very large universe composed of details that mean the difference between success and failure, demand from the exporter a discipline involving not only people, product, price and promotion but, first of all, the ability to understand how the different markets can offer us advantages.

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