There are various ways to manage the internationalization of products or goods. Below, we present 4 fundamental keys to carry out a self-diagnosis of the potential of your product and company to take the next step towards exporting. These keys derive from a three-phase model that covers the Preparation, Intervention and Planning of the export project, and is focused on the identification of opportunities and vulnerabilities.
Competitive analysis
To determine the viability of exporting the product, it is essential to carry out a thorough analysis of its distinctive characteristics. What aspects of the product must be highlighted to make it valuable in the international market? It is also essential to evaluate the raw materials used, considering the preferences and trends of unknown markets, such as those countries that prioritize recyclable or compostable materials in their production. Likewise, labeling and packaging must comply with the specific requirements of each country.
Another relevant aspect is calculating production costs, taking into account all the variables, and establishing export prices that are different from those of the domestic market. It is important to note that the export price is always net and does not include VAT.
Finally, carry out an exhaustive internal analysis of the company, including its organizational structure, the SWOT analysis, as well as the productive and financial processes. Only by considering all these factors, it will be possible to determine the competitiveness of the product in international markets or in a specific country to which it is intended to export. This will allow the identification of business opportunities, always maintaining the focus on satisfying the needs of the end customer.
Prospecting international markets
Defining export markets is not an easy task, since it implies taking into account several crucial variables. These include volume, value, and demand trends in the target market, market segmentation, product or category positioning in that market, available distribution channels, as well as identification of potential competitors and substitutes. .
It is also essential to analyze the prices for the final consumer in the market, the consumer profile, their tastes and preferences, and the identification of possible potential customers. Additionally, it is necessary to assess whether the product is suitable for the market to which it wants to export and meet the specific requirements of importers.
To carry out this analysis, it is advisable to have the perspective of external experts, since their view may be more objective than your own. Thus, a complete and precise evaluation of all the relevant variables for the correct selection of export markets is ensured.
Sales management, looking for how to present the product and its customers.
To achieve a successful export process, it is essential to maintain constant sales management and take advantage of all the means and mechanisms at our disposal. First of all, it is crucial to consider the most appropriate communication channels for each particular market. While some importers prefer written communication through emails, in other places the phone call and even face-to-face meetings are essential due to differences in culture and preferences.
In addition, it is essential to adapt to the current hyper digitization, establishing a solid digital marketing structure. This implies not only being present on social networks, but also using e-commerce platforms, offering various means of payment, maintaining active communication through emails and establishing permanent connections with the consumer communities that are formed in each market.
However, this does not mean abandoning traditional marketing practices, such as sending samples, participating in trade shows, or going on trade missions. All these strategies must be integrated in a complementary way to achieve sustainable sales over time, as well as to carry out effective campaigns and expand the presence in new markets. With a balanced combination of approaches, the chances of success in the export process are maximized.
Export logistics, packaging, transportation, customs processing and follow-up.
Continuing with the executive phase, it is crucial to define the aspects related to the packaging and transportation of the product. It is necessary to determine the most appropriate type of container, be it can, box, bottle, jar or bag, as well as consider the optimal weights and dimensions. In addition, the appropriate packaging must be selected, choosing between boxes or sacks, depending on whether the product will be exported in bulk or divided.
Regarding transportation, decisions must be made on the type of internal transportation necessary to bring the product to the port or airport, as well as the means of international transportation that will be used: air, sea, or land. Depending on the nature of the product, you can opt for dry, refrigerated or temperature-controlled containers. Likewise, it is important to consider whether the product will be transported on the ground or palletized, and whether certified or plastic pallets will be used.
It is true that there are several aspects to take into account for a successful export, and this can seem overwhelming for SMEs. However, it is essential to demystify the idea that it is necessary to first consolidate in the national market before exporting. The reality is that you can start the export process in parallel and, in many cases, obtain even more favorable results. Exporting can open additional opportunities and markets that can significantly strengthen the growth of the company, as long as proper planning is carried out and every relevant aspect of the process is considered.
Spanish
English
Spanish