EMP – Export Marketing Plan

Giving shape and substance to cross-border commercial actions

Too often, businesses underestimate the importance of a Export Marketing Plan structured, relying on sporadic initiatives or simple pricing policies. Conversely, a specific marketing plan for foreign markets allows for maximizing results and better planning the use of budgets and human resources.

Our approach involves setting objectives SMART (Specific, Measurable, Achievable, Realistic, Time-based), creating or revising brand positioning, analyzing target audiences (Buyer Personas), and selecting effective promotional levers. Each step is aimed at creating a strategy consistent with the specifics of each foreign market.

Typical structure of the Export Marketing Plan

• Objectives and KPIs: identification of commercial goals and success metrics (revenue, number of customers, market share, etc.).
• Market and competition analysis: integration of data collected with MDS and MOS, to define positioning and pricing strategy.
• Segmentation and Buyer Personas: detailed description of customer profiles, with insights into purchasing motivations, information channels, and expectations.
• Marketing Mix: choice of distribution channels (offline and online), pricing policies, promotions, packaging, after-sales service, and any product adaptations.
• Action plan and timeline: list of operational activities, divided by phase and market, with assigned responsibilities and budgets.
• Monitoring and reporting: Establish periodic monitoring schedules for indicators, so as to evaluate the effectiveness of initiatives and make timely corrections.

Approaching foreign markets with a structured Export Marketing Plan also means being able to interact with partners, distributors, and retailers in a more authoritative and transparent manner, establishing long-term, trusting relationships.