Page 20 - Export and Trade

these are known in offshore markets, they generally • Have you evaluated your product or service? Strengths?
develop consumer loyalty and sustainable demand. Weaknesses? Marketing advantages? Can it be tailored
to suit a new market?
Are you ready to export? • 'R \RX KDYH VXI¿FLHQW SURGXFWLRQ FDSDFLW\" ,I \RX
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successful exporting is hard work and to get started initial order in good time?
requires a singular clarity of purpose and drive (see the • Have you a strategy in place to identify a suitable
&¶V RI ([SRUWLQJ SDQHO )RU PRVW ULGLQJ WKH KLJKV market – a market segment such as a particular
and lows of exporting is a vibrant journey bringing huge overseas city or sector? Does the market suit the
satisfaction and rewards at many levels. characteristics of your products or services?
It is important to understand that commencing to • Does your proposed export strategy spread your risk?
export puts new pressures and challenges on all sectors of Be mindful of the wisdom in the old adage about “being
the business. It can be likened to starting out in business. carefulnottoputallyour eggsinonebasket”.
There are new regulations and compliance issues, quality • Do you know who your competitors are and whether
standards and local laws to take into account that differ you can compete? Before you settle on a target market,
from New Zealand. New export business will have different conduct a wide Internet search to see who else is
characteristics to your established business right down to competinginyourspace.Doyouneedtopeer review
D GLIIHUHQW WLPLQJ RI UHYHQXH DQG H[SHQGLWXUH ÀRZV your market selections?
An internal assessment should be undertaken appraising • How are you going to manage your marketing? Consider
all aspects of your business, to ensure the foundations are product positioning, pricing, market entry, product
in place to enter an export-led growth phase. VXSSRUW ,V \RXU ZHEVLWH VXI¿FLHQW WR EH WKH GULYHU IRU
Before you start developing a business plan, think about attracting export sales? When is it time to consider
your response to the following questions. Can you answer hiring an export manager or agents familiar with your
“yes” or are there some “actions” you need to work on: target market?

18 NZ Export & Trade Handbook 2018