Course overview
Export growth depends on selecting markets where demand, competitive conditions, regulations, channels and payment risk match the firm’s offer and operating capacity. Many export initiatives fail because teams rely on broad country data, distributor claims or assumptions carried over from domestic markets. This course gives participants a disciplined process for finding evidence, comparing opportunities and converting research into an export marketing plan that can be defended to management, partners and financiers.
Participants examine export readiness, country screening, international market research design, customer segmentation, competitor analysis, market entry choices, distributor assessment, export pricing and international marketing communications. They use PESTLE, Porter's Five Forces, STP, SWOT and the marketing mix to assess overseas opportunities. The course also addresses Incoterms 2020, payment conditions, documentation, product adaptation, digital channels and performance measures needed to manage an export programme after market entry.
Teaching combines concise instructor briefings with country-selection cases, research design work, competitor analysis, channel partner assessment, pricing scenarios and export-plan reviews. Participants work with realistic examples from manufactured goods, professional services, food products, healthcare supplies and technology offerings. Each participant leaves with a structured export market research and marketing plan pack, including a market-screening model, research brief, entry recommendation, buyer profile, distributor scorecard and implementation measures.
The course suits professionals responsible for developing international sales, marketing, business development or market intelligence activity. It is particularly useful where an organisation is entering a new country, reviewing weak export performance, selecting distributors or preparing an evidence-based case for investment in overseas growth.
