1. Marketing targets

Stage 1. Establishment of starting point.

Starting point to set marketing targets is our actual position on the market.

Indexes	Value
Export sale	….. mln PLN
Profits from export sale	….. mln PLN
Use of manufacturing capacity	…..% of capacity
Seasonal fluctuations of sale	…..% of average month sale
Unit costs (average)	….. PLN
Financial ratios (ROI)	….. % for ROI
Number of served foreign markets	…..
Number of intermediaries	…..
Number of served points-of-sale	…..
Company profile
Company's products/ services profile
Awareness of company name among potential company's clients (% of potential clients who know the name of the company)
Awareness of company's products/ services among potential clients (% of potential clients who know the offer (products and services of the company)

Note: in above table very important index used by big companies was not took into account- market share (quantitative and valuable). Index of foreign market share for most of small and medium companies does not exceed 1-2 % and because of that can be passed over.

For bigger companies which plan to sell more expensive brand products, there is essential to determine company profile and profile of its products and awareness of brand if products are supposed to be sell under their own brand.

Stage 2 General valuation of importance of export for realization of company's targets.

Targets of quantitative character

Company targets	Valuation of importance for the company (in points)
Increase of sale
Increase of profits
Use of excessive manufacturing capacity
Limitation of seasonal fluctuations of sale
Reduction of unit costs
Improvement of financial ratios

Targets of valuable character

Company targets	Valuation of importance for the company (in points)
Adaptation of advanced technologies
Adaptation of high-tech methods of production
Acquirement of knowledge of foreign markets
Reduction of risk through sale on different markets
Use of technological predomination/ patents

Stage 3 Determination of aims for export activity

Company targets (for export activity)	Value
Increase of sale	+ ….. mln PLN
Increase of profit	+ ….. mln PLN
Use of excessive manufacturing capacity	+ ….. % of capacity
Limitation of seasonal fluctuations of sale	+/- ….. % of average month sale
Reduction of unit cost	- ….. % of unit costs
Improvement of financial ratios	+ ….. % for ROI
Increase of number of served foreign markets	+ ….. countries
Increase of number of intermediaries	+ ….. intermediaries
Increase of number of served points-of-sale	+ ….. points-of-sale

2. Marketing layout as base of export plan building.

Marketing elements that were took into consideration in creation of export development plan

Marketing Mix (4P)
Product	Price	Place	Promotion
Assortment Quality Sample Features Brand Packaging Physical characteristics Service	Catalog price Discounts Tax credits, capital allowances etc. Period of payment Terms of credit	Channels of distribution Territorial extent Assortment offered Localization Inventories Transport	Advertisement Sale promotion Staff responsible for sale Public relations Direct marketing

3. Product strategy.

Product - is factual market offer of a company, consisted of quality, sample, technical parameters, brand (trade name) and packaging (P. Kotler)

Stage 1 Characteristic of products which can be exported.

Product 1, 2, …, n

Strong points	Weaknesses
1	1
2	2
3	3
4	4
5	5
6	6
7	7

Note: if we can cite more strong sides, the chance that we will find clients on the foreign market is bigger.

Stage 2 Fixing benefits which are offered by particular products

Products 1, 2, …, n

Foreground benefits:

Background benefits:

Note: if we can cite more benefits, the chance that we will find clients on the foreign market is bigger.

Stage 3

Fixing actual place in product life cycle

a) ….. a new product (just placed on the market - Introduction)

b) ….. growing purchase (people are discovering a product - Growth)

c) ….. established position (recognizable on the market)

d) ….. maturity (regular, habitual purchase - Maturity)

e) ….. loss of value (product begins to loose its position on the market - Decline)

f) ….. decreasing purchase(significant drop in sales - Decline)

When fixing actual place in product life cycle, following table can be useful:

Characteristic of basic market indexes in addition to product life cycle

	Introduction	Growth	Maturity	Decline
Sale	low standard	soar sale	the highest standard of sale	Drop in sales
Costs	high costs per client	average costs per client	low costs per client	low costs per client
Profits	losses	growing profits	high profits	decreasing profits
Competition	not many competitors	growing number of competitors	stable number of competitors	decreasing number of competitors

Marketing targets in particular stages of product life

Introduction	Growth	Maturity	Decline
Conscience of product existence and mock shopping	systematic increase in sale	Maximizing of profits with keeping high standard of sale	reduction of expenses

Marketing strategies for particular stages of product life cycle

	Introduction	Growth	Maturity	Decline
Product	Offering base product	Offering additional versions, guaranties	Diversification of brands and models	Recall of weakest brands and models
Price	Cost-plus formula	Low price- market penetration	Price suited to practice of competition	Decreasing a price
Distribution	selective	intensive	intensive	Selective- elimination of non-profitable points
Advertisement	Building awareness of product existence	Extension of awareness/recognition	Emphasis of unique features advantages	Limiting to minimum advertisement expenses
Promotion of sale	Using of strong sale promotion to goad willingness to try	Reduction in addition to gain advantages from strong consumption demand	Grow in addition to provoke change of a brand	Reduction to minimal standard

Stage 4 Preliminary choice of export products

Criteria of choosing products to export offer	Are offered products compliant with criteria?
		YES	NO
Product is sold on the national market successfully
Product was accepted by potential recipient- intermediary
Product was accepted by potential final buyer
Product is comparable in terms of quality with products available on the foreign market
Product is compliant with technical and safety requirements, etc. (characteristic for particular market)
Company has free manufacturing capacity

Stage 5 Final assign of export products offer

Description of basic products/services:

Names/ brands:

Number of features/ options of every product/service:

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