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An
"ideal" exporter has four basic attributes: committed
management, competitive product, adequate resources, and sound marketing
methodology. How do you stack up against this ideal?
Management Commitment. Motivated
management is the primary key to export success. Exporting takes time and
perseverance to pay off. To be more than an occasional or incidental exporter,
management must be willing to commit and see it through. Has your management
reached this point?
Competitive Product. Products won't
sell anywhere if they can't compete. To compete, your product must match or
exceed the appeal of others -- in meeting needs, in quality, in price, etc. Are
you export-competitive? You may well be without realizing it.
Adequate Resources. Whether you are
a manufacturer or export intermediary, you'll need experienced staff, a place
of business, equipment to operate the business, and working capital to finance
basic activities.
Sound Marketing Methods. How you enter
and develop a foreign market is important. Marketing and distribution practices
vary by country and are often dictated by law, custom, or necessity.
