Page 112 - Export and Trade

Marketing Strategy

Oxford Street, London.

Distributor/market partner criteria and Domain knowledge
TXDOL¿FDWLRQ •Marketknowledge.
Outofthevalidationprocessyouwillhaveanemerging •Productknowledge.
picture of what the preferred market-entry model is for •Networks.
your business and the type of market partners best suited
to achieve your objectives. 7KLV SURFHVV UHTXLUHV D OLVW RI TXDOL¿FDWLRQ TXHVWLRQV
Katabolt research has made it clear that New Zealand’s for you and your international market partner to answer
WRS H[SRUWHUV VSHQG WLPH ¿QGLQJ WKH ULJKW PDUNHW SDUWQHUV in your initial conversations. This can be done either
fortheirbusiness.Distributionandpartnershipcriteriais over the phone or in writing and should address the
alistofelementsthatare criticalforamarketpartnerto points listed above.
have or be able to deliver on, to ensure long term success ,I QHLWKHU RI \RX DUH DEOH WR DQVZHU D VSHFL¿F
foryourbusinessinthatinternationalmarket.Thisis question, this then becomes a priority for you and your
yourblueprintwhenselectingandqualifyingpartnersand potential partner to address before progressing the
youshouldalwaysreferbackthislistwhenyoureceive partnership any further.
enquiriesorarelookingforpartners toapproach.
Choosing the right distributor for your business is Next steps
essential.Mostdistributorswillbeabletosellyourproduct. Completing a robust process of market selection,
However,onlyafewwillbeabletounderstandyourvision validation and qualifying potential market partners
andwilltargetyourproducttotheareas thatwillallowfor will give not only a clear picture of who you should be
themostgrowthandsuccessforyourbusiness. targeting in the market, and with what, but it will give
This list should draw on factors from the following you the insights you need to pitch to your preferred
categories: partners and develop robust market entry and growth
&XOWXUDO ¿W plans.
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‡$I¿QLW\ZLWKµ%UDQG1=¶ WR QHJRWLDWH SUR¿WDEOH ZLQ ZLQ SDUWQHUVKLSV DQG FODULW\
•Are they ethical? on when, where and how to invest in market support.

Capabilities Katabolt is a multi-disciplinary team of market
• Sales and marketing. development specialists focused on increasing the
•Logistics. success of new and emerging exporters. The team
•Geographicreach. of researchers, strategists and sales and marketing
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Right market opportunities that are right for individual exporters
• Positioning. and then support entry and ongoing growth in those
•Targetcustomer. markets.
• Target channels. Go to ZZZ NDWDEROW FRP

110 NZ Export & Trade Handbook 2018