Prepared for: Foreign Affairs and International Trade Canada Prepared by: Write Away Acknowledgments Some “Tips” were adapted from the Canadian Trade Commissioner Service publication, Expand Your Horizons. Some “Pitfalls” were adapted from material from Export Development Canada. “Export Myths” were adapted from Exporting Basics by Maurice Kogon,Director, Centre for International Trade Development, El Camino College, Torrance, CA, U.S.A. Disclaimer
This information is to be considered solely as a guide and should not be quoted as, or considered to be, a legal authority. It may become obsolete in whole or in part at any time without notice. ISBN: FR5-27/2008E-PDF Catalogue no.: 978-0-662-48363-2
About the Guide?
The Step-by-Step Guide toExporting is intended to help you learn about the world marketplace and how your company can do business there. It concentrates on the overall principles of exporting and describes the processes that businesses commonly use to develop export strategies tailored to their needs. Among other things, the guide will help you:
I assess your company’s export readiness; I build an export plan; I researchand select your target market; I create an export marketing plan; I determine the best methods of delivering your product or service
to your target market;
I develop a sound financial plan; and I understand the key legal aspects of international trade.
Getting ready to do business outside Canada is a complex undertaking for any company. But the basic principles of exporting are quitestraightforward and thousands of Canadian firms of all sizes and in all sectors have learned to use them successfully. With careful planning and a solid commitment to becoming an exporter, your company can join them in the global marketplace.
The information provided in the Step-by-Step Guide to Exporting is general in nature. To ensure that your particular needs are met, always consultspecialists such as the trade commissioners of the Regional Offices of Foreign Affairs and International Trade Canada, or call a Canada Business Network Information Officer at 1-888-576-4444.
G U I DE TO E X P ORT I NG 2 008
1.1 1.3 1.2 Exporting: What’s in it for you Are you ready?
Getting Started: Assembling Your Export Potential
1 2 1
SettingOut: Identifying Your Target Market
The kinds of market research
Understanding international market research
13 13 14 14 14 14 14
Export quiz: Are you ready?
Science and technology innovation and exports
Evaluating your export potential
4.2.1 Secondary research 4.2.2 Primary research 4.2.3 Online resources
4.2.4 Profiling potential markets
2.2.1 2.2 2.3
Globalization: Joining a Global Value Chain
7 7 7 7
5.1 5.2 5.3 5.4
Reaching the Customer: Developing Your Export Marketing Strategy
Understanding export marketing plans Building your export marketing plan Setting prices The many P’s of international marketing
17 17 17 18 18 19 19 19 19 20 21
Understanding global value chains The growth ofglobal value chains
2.3.1 Declining costs of transportation
2.3.2 Improved information and communication technologies 2.3.3 Reduced barriers to trade and investment 2.4 Global value chains and your business Global value chains and Canadian exporters
2.5.2 Develop your own global value chain through outsourcing 2.5.3 Use FDI to connect to or establish a global value chain
2.5.1Provide an intermediate input for an existing value chain
8 8 8
5.4.1 Market demand 5.4.2 Competition 5.5 5.6 5.7 Promotion 5.4.3 Pricing strategies Marketing tools
8 9 9
6.1 6.2 6.3
Opening the Door: Entering Your Target market
Understanding entry strategies Methods of market entry Working out your entry strategy
23 23 23 23 24 24 25 25 25 26...