Export channel

GLOBAL MARKETING
 INTERNATIONAL MKTG ENVIRONMENT
 Cultural
 Economic
 Commercial Practices

 Political N Legal env

GLOBAL MARKETING
 DECISIONS

Mktg Decision
2. Mkt Selection Decision
3. Mkt Entry Decision
4. Mkt Mix Decision
1.

GLOBAL MARKETING
1. Mktg Decision:
 Opportunities
 Opportunities be greater than domestic market
 Sufficient Resources (all M’s)

2.

Mkt Selection Decision
 Undifferentiated Mktg
 Differentiated Mktg
 Concentrated Mktg
Intensive int mkt research should be employed

GLOBAL MARKETING
 Mkt Entry Decision
 Exporting
 Licensing
 Manufacture Abroad

 Turnkey Projects in Foreign Mkts

GLOBAL MARKETING
 Mkt Mix Decision
 Based upon SWOT Analysis design the Mktg Mix

1.
2.
3.

Product mix Decision
Distribution
International Pricing
Demand Oriented
Cost Oriented
Competitor Oriented

GLOBAL MARKETING
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4. Promotion
Germany prohibits use of Superlatives in Advt
Middle East Countries prohibits open use of Fair sex
pictures in Advt.
Some LDC’s also have this reservation.
Must verify local regulations
Full cooperation from local retailers
Trade Fair n Exhibitions play a vital role

MODES OF FOREIGN MARKET
ENTRY
 Once a company decides to target a particular country,
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it has to determine the best mode of entry.
Its broad choices are
indirect exporting,
direct exporting,
licensing,
Joint ventures,
direct investment.
Each succeeding strategy involves more commitment,
risk, control, and profit potential.

EXPORT
 The normal way to get involved in a foreign market is
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through export.
Occasional exporting is a passive level of involvement in
which the company exports from time to time, either on its
own initiative or in response to unsolicited orders from
abroad.
Active exporting takes place when the company makes a
commitment to expand its exports to a particular market.
In either case, the company produces its goods in the
home country and might or might not adapt them to the
foreign market.

INDIRECT EXPORTING
 Companies typically use indirect exporting—that is,

they work through independent intermediaries to
export their product.
There are four types of intermediaries:
 Domestic-based export merchants buy the
manufacturer’s products and then sell them abroad.
 Domestic-based export agents seek and negotiate
foreign purchases and are paid a commission.
 Included in this group are trading companies.

 Cooperative organizations carry on exporting activities

on behalf of several producers and are partly under
their administrative control. They are often used by
producers of primary products such as fruits or nuts.
 Export-management companies agree to manage a

company’s export activities .

Indirect export has two
advantages.
 First, it involves less investment.
 The firm does not have to develop an export

department, an overseas sales force, or a set of foreign
contacts.
 Second, it involves less risk.
 Because international marketing intermediaries bring
know-how and services to the relationship, the seller
will normally make fewer mistakes.

 Companies eventually may decide to handle their own

exports.
 The investment and risk are somewhat greater, but
so is the potential return.
 University Games of Burlingame, California, has
blossomed into a $50-million-per-year international
company through careful entry into overseas ventures.

Licensing
 The licensor has less control over the licensee than if it

had set up its own production and sales facilities.
 Furthermore, if the licensee is very successful then on
the termination of contract, the company might find
that it has created a competitor.
 To avoid this, the licensor usually supplies some
proprietary ingredients or components needed in the
product as Coca-Cola does.
 But when the licensor keeps innovating his products
, the licensee has no choice but to depend on him.

contract manufacturing
 Another variation is contract manufacturing, in which

the firm hires local manufacturers to produce the
product.
 When Sears opened department stores in Mexico
and Spain, it found qualified local manufacturers to
produce many of its products.
 Contract manufacturing has the drawback of giving
the company less control over the manufacturing
process and the loss of potential profits on
manufacturing.

franchising
 Finally, a company can enter a foreign market through
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franchising, which is a more complete form of licensing.
The franchiser offers a complete brand concept and
operating system.
In return, the franchisee invests in and pays certain fees
to the franchiser.
McDonald’s, KFC, and Avis have entered scores of
countries by franchising their retail concepts.
Along with McDonald’s, Kentucky Fried Chicken (KFC)
was one of the first fast-food franchises to break into the
semi closed market of Japan.

 For KFC the initial reception in Japan was great, but
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later on had to encounter number of obstacles.
The Japanese were uncomfortable with the idea of fast
food and franchising.
They saw fast food as artificial, made by mechanical
means, and unhealthy.
KFC’s ad agency in Japan, McCann-Erickson Japan, knew
that it had to build trust in the KFC brand and flew to
Kentucky to do it.
There it filmed the most authentic version of Colonel
Sanders’s beginnings possible.

 To show the philosophy of KFC—the southern

hospitality, old American tradition, and authentic
home cooking— the agency first created a classical
southern mother with, “My Old Kentucky Home”
 The commercial showed Stephen Foster ,playing in the
background, with Colonel Sanders’ mother making
and feeding her grandchildren
 KFC chicken is made with 11 secret spices.

 It showed scenes of good home cooking from the deep

American South delivered straight to the Japanese people.
 In the end, the Japanese could not get enough of this
special American chicken made with 11 spices.
 The campaign was hugely successful, and in less than 8
years KFC expanded its presence from 400 locations to
more than 1,000.
 Many Japanese now know “My Old KentuckyHome” by
heart.

Problems of International
Marketing
1.

Lopsided Development like old colonial
economy involving export of raw material and
import of manufactured goods not welcome
now.

2.

Rise of Trade Blocks e.g. EEC (European Economic
Community),LAFTA , ASEAN etc.

3.

Bilateral Trade Commissions or Agreements.

Marketing
4. Imposition of Tariff barriers in the form of custom

duties on imports
5. Non Tariff barriers in the form of
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Import licensing
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Quota
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Foreign Exchange Restrictions
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Preferential Trades
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Technical n Administrative regulations

Marketing
6. Intricate trade procedures n practices for
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regulation of EXIM trade.
Distance
Transportation Cost
Diverse Culture
Different Laws
Exchange rates and fluctuations in International
Financial market.
Risk n Uncertainties
Shipping n Insurance
Foreign Trade Quotations like C.I.F.,C. and f., F.O.B
Multiple Chain of Middlemen

Import Substitution
 Main characteristics of Import Policy of India since

1951 are:
1. Ensure Limited Imports so as to conserve foreign
exchange resources.
 Facilitated through rationing of imports by licensing
and Quota
2.Allowing imports only to promote Exports so as
reduce the deficit in balance of payment position.
 The export industries could import essential raw
materials, eqip . component and tech.

Import Substitution
3.

Import of only those items which aided
acceleration of Industrialization.
 Imports of items which could be built indigenously
was completely banned.
Aim:
 Save foreign exchange
 Achieve Self Reliance

4.

Import substitution measures since 1951:
 Earlier concentrated on mfrg consumer goods only
 Later on applied to replacement of import of capital
goods also like, machinery n components.
 Now to developing n encouraging the use of
indigenous technology too so as to reduce dependence
on import of technology.

 Consequences of Import substitution :
 Str of Indian imports has changed radically
 There has been a shift from importing very basic

capital equipments like nuts n bolts to acquiring
sound base of engineering and steel industries.
 Now we r producing more than 70 % of the capital or
producer’s goods i.e. machinery component n spare
parts.
 we have well established basic n key industries such
as iron n steel, heavy machinery , heavy electrical
machinery , industrial machinery, machine tools,
transport equipment , scientific instruments, defense
equip., drugs n pharma, electrical engineering
industries,

 We r now d exporters of tele printers, transmission

towers, power generation equip., machine tools, petro
chemicals etc
 We r today proudly exporting goods n services to the
vast n expanding world market.
 This Indian foreign trade policy has led to our
transformation from the colonial economy to an
independent n self reliant national economy.
 So much so the global biggies now , have started
recognizing us as one of the developed countries .

Exports Eligibility
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V r governed by statutory controls such as :
Control over EXIM
Control over FOREX
Compulsory quality control over exports
Export promotion scheme allows various incentives in
the form of rebates, exemptions, cash assistance,
import entitlement.
 These can be availed only after obtaining registration
certificate from Export Promotion Council or
Commodity Board.

Export Procedure –summary
 1. Export offer n receipt of indent from abroad.

 2.Shipping n Credit Enquiry
 3.Preparations for export –collection, packing,marking

forwarding.
 4. Customs n Exchange formalities
 5.Placing the goods on board the ship.

Export Procedure
 6. Securing of mate’s Receipt.
 7. Effecting Marine Insurance .
 8. Securing Bill of lading.

 9. securing other shipping documents consular

invoice, certificate of origin.
 10. Securing Payment.
 11. Obtaining various export incentives

Procedures of Export and
Import Transaction
General Procedures of Export Transaction：
 Preparation for Exporting:
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Research on the countries or regions

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Research on the market
Research on the customer

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Business Negotiation
Enquiry
2. Offer (proforma invoice) and counter-offer
a.
Name n address of buyer
b.
Description of goods
c.
Price
 The prices may be quoted as under: F.O.B: it means “free on board” the delivery of the cargo is given
till the same is loaded on to the vessel. All future expenses like
freight, insurance will be to the account of the buyer.
 C & F: It means cost & freight. The price includes even the freight
charges till the destination. The buyer has to bear only the
insurance and other delivery charges etc at the port of
destination.
 C I F : it means cost, insurance and freight. The price includes all
expenses till the port of destination.
1.

Ex-Works:
 'Ex-works' means that your responsibility is to make

goods available to the buyer at works or factory.
 The full cost and risk involved in bringing the goods
from this place to the desired destination will be
borne by the buyer.
 This term thus represents the minimum obligation for
you.
 It is mostly used for sale of plantation commodities
such as tea, coffee and cocoa.

Free on Rail(FOR):
 Free on Truck(FOT):These terms are used when the

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goods are to be carried by rail, but they are also used
for road transport.
Your obligations are fulfilled when the goods are
delivered to the carrier.
Free Alongside Ship (FAS): Once the goods have
been placed alongside the ship, your obligations are
fulfilled and the buyer notified.
The buyer has to contract with the sea carrier for the
carriage of the goods to the destination and pay the
freight.
The buyer has to bear all costs and risks of loss or
damage to the goods hereafter.

Free on Board (FOB):
 Your responsibility ends the moment the contracted

goods are placed on board the ship, free of cost to the
buyer at a port of shipment named in the sales
contract.
 'On board' means that a 'Received for Shipment' B/L
(Bill of Lading) is not sufficient.
 Such B/L if issued must be converted into 'Shipped
on Board B/L' by using the stamp 'Shipped on Board'
and must bear signature of the carrier or his
authorised representative together with date on which
the goods were 'boarded'.

Cost and Freight (C&F):
 You must on your own risk and not as an agent of the

buyer, contract for the carriage of the goods to the port
of destination named in the sale contract and pay the
freight.
 This being a shipment contract, the point of delivery is
fixed to the ship's rail and the risk of loss or of damage
to the goods is transferred from the seller to the buyer
at that very point.
 As will be seen though you bear the cost of carriage to
the named destination, the risk is already transferred
to the buyer at the port of shipment itself.

Cost Insurance Freight (CIF):
 The term is basically the same as C&F, but in addition

that you have to obtain insurance at your cost against
the risks of loss or damage to the goods during the
carriage.
 EXS/EX-Ship: This is an arrival contract and means
that you make the goods available to the buyer in the
ship at the named port of destination as per sales
contract. You have to bear the full cost and risk
involved in bringing the goods there. Your obligation is
fulfilled before the customs border of the foreign
country and it is for the buyer to obtain necessary
import license at his own risk and expense.

Freight or Carriage Paid (DCP):
 While C&F is used for goods which are to be carried by

sea, the term "DCP" is used for land transport only,
including national and international transport by
road, rail and inland waterways.
 You have to contract for the carriage of the goods to
the agreed destination named in the contract of the
sale and pay freight.
 Your obligations are fulfilled when the goods are
delivered to the first carrier and not beyond.
 In case the buyer desires you to insure the goods till
the destination, he would add 'including insurance'
before the word 'Paid in Freight' or 'Carriage Paid to'.

Delivered at Frontier (DAF):
 The term is primarily intended to be used when the

goods are to be carried by rail or road. Your obligations
are fulfilled when the goods have arrived at the
frontier, but before the 'Customs border' of the
country named in the sales contract.
 EXQ/Ex-Quay: Ex-Quay means that you make the
goods available to the buyer at a named quay. As in the
term 'Ex-Ship' the points of division of costs and risks
coincide, but they have now been moved one step
further -- from the ship into the quay or wharf i.e. after
crossing the customs border at destination. Therefore,
in addition to arranging for carriage and paying freight
and insurance you have to bear the cost of unloading
the goods from the ship.

Delivery Duty Paid (DDP):
 This term may be used irrespective of the type of

transport involved and denotes your maximum
obligation as opposed to 'Ex-Works'.
 You have not fulfilled his obligation till such time that
the goods are made available at his risk and cost to the
buyer at his premises or any other named destination.
 In the latter case necessary documents (e.g. transport
document or Warehouse Warrant) will have to be
made available to the buyer to enable him to take
delivery of goods.

Delivery Duty Paid (DDP):
 The term 'duty' includes taxes, fees and charges.
 Therefore, the obligation to pay VAT (Value Added

Tax) levied upon importation will fall upon you. It is,
therefore, advisable to use 'exclusive of VAT' after the
words 'duty paid'.
 FAO/FOB Airport: 'FOB Airport' is based on the same

main principle as the ordinary FOB term.
 You fulfill your obligation by delivering the goods to
the air carrier at the airport of departure.
 Without the buyer's approval delivery at a town
terminal outside the airport is not sufficient, your
obligations with respect to costs and risks do not
extend to the arrival of the goods at the destination.

Free Carrier (Named Point) FRC:
 The term has been designed particularly to meet the

requirements of modern transport like 'multi-modal'
transport as container or 'roll-on-roll-off' traffic by
trailers and ferries.
 The principles on which the term is based is same as
applicable to FOB except that the seller or the exporter
fulfills his obligations when he delivers the goods into
the custody of the carrier at the named point.
 Freight Carriage and Insurance Paid (CIP): The
term is similar to 'Freight or Carriage Paid to'.
However, in case of CIP you have additionally to
procure transport insurance against the risk of loss or
damage to the goods during the carriage.
 You contract with the insurer and pay the insurance
premium.

d . Conditions of sale
e. Validity period for acceptance
f. escalation clause due to inflation n rising cost
g. Delivery schedule
h. Payment terms

3 . Receipt of order or indent:

Indent contains:
All particulars of transactions such as:
Description of goods
Price
Instr for packaging
Marking
Insuring
Mode of paymentto be adopted by exporter
Methods n time of delivery
Import license

Impact of Acceptance of invoice :
It becomes a confirmed order
Exporter sends 3 copies of a proforma invoice
Importer returns the duplicate copy duly signed
and dated
EO is treated as confirmed order only when Letter of
credit is established in favour of exporter
Conclusion of sales contract

4. Appointing Agents
 Selling through an overseas agent is an effective

strategy.
 These agents serve as a source of market intelligence.

Regularly sending the latest trends on the current
fashion, taste and price in the market.
 Being a man on the spot, the agent is in a position to

render his advice to exporter or new methods and
strategy for pushing up sales of your products.

Appointing Agents
 He also provides you support in the matter of

transportation, reservation of accommodation,
appointment with the government as and when
required by you.
 In some countries it is compulsory under their law to
sell through local agents only.
 It is, therefore, essential that you should carefully
select your overseas agent.

Appointing Agents
 Consider the points listed below when appointing an
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Agent :
Size of the agent's company
Date of foundation of the agent's company
Company's ownership and control
Company's capital, funds, available and liabilities

Appointing Agents
 Name, age and experience of the company's senior

executives
 Number, age and experience of the company's
salesman
 Oher agencies that the company holds, including
those of competing products and turn-over of each
 Length of company's association with other principal

Appointing Agents
 New agencies that the company obtained or lost
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during the past year
Company's total annual sales and the trends in its sales
in recent years
Company's sales coverage, overall and by area
Number of sales calls per month and per salesman by
company staff
Any major obstacles expected in the company's sales
growth

Appointing Agents
 Agent's capability to provide sales promotion and

advertising services
 Agent's transport facilities and warehousing capacity
 Agent's rate of commission; payment terms required
 References on the agents from banks, trade
associations and major buyers

Appointing Agents
Some source of information on agents are:
 Government Departments Trade Associations
 Chambers of Commerce
 Banks
 Independent Consultants
 Export Promotion Councils
 Advertisement Abroad.

5.Shipping n Credit Enquiry
 Exporter may arrange for Shipping space in advance

 Gen it is handed over to shipping n freight brokers
 Being expert they can advice on best shipping lines.
 Shipping co issues shipping order to exporter on

agreeing to carry his goods.
 Shipping order is a document containing instructions
to its captain to accept goods from him or his agent.

Shipping n Credit Enquiry
 Importers credit worthiness has to be verified.
 He may be asked to open an a/c in the form of L/C

with a bank having branches in both the countries.
 Ordinary bank ref may be sufficient in case of
importer being a reputed man.

5 a. Acquire Export Credit
Insurance
Export credit insurance protects you from the
consequences of the payment risks, both political and
commercial.
It enables you to expand your overseas business without
fear of loss.
Further, it creates a favorable climate for you under
which you can hope to get timely and liberal credit
facilities from the banks at home.

 You can obtain Export Credit Insurance from the

Export Credit and Guarantee Corporation of India
Limited.
 In order to provide you Export Credit Insurance, the
following covers are issued by the ECGC :
 Standard policies to protect you against the risk of not
p 7 3 receiving payment while trading with overseas
buyers on short-term credit.

 Specific policies designed to protect you against the

risk of not receiving payment in respect of:
 exports on deferred payment terms
 services rendered to foreign parties
 construction work, including turnkey projects
undertaken abroad

5b. The policies are either:
 Whole Turnover Policies in the form of 'Open Cover' in
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respect of shipments made during 24 months period.
You have to obtain credit limit on each one of your
buyers to enable ECGC to approve a limit on the basis
of credit worthiness of the buyer.
These policies are basically similar to whole turnover
policies but only apply to specific contracts
Specific Policies for exports of capital goods on
medium or long-term credit, turnkey projects, civil
construction works and technical services.
These policies are basically similar to whole turnover
policies but only apply to specific contracts.

 Financial guarantees issued to banks against risk

involved in providing credit or guarantee facilities to
you, and Special schemes viz. transfer guarantee
issued to protect banks which add confirmation to
letters of credit, Insurance cover for Buyers' Credit,
Lines of Credit, Joint Ventures and Overseas
Investment Insurance, and Exchange Fluctuation Risk
Insurance.

 The other guarantees which banks can offer to

youthrough ECGC schemes are :
 Bid Bonds,--- Advance Payments Guarantee,--- Bank
guarantee for due performance of the contract by the
exporter,---Bank guarantee for payment of retention
money,--- Bank guarantee for loans in foreign
currencies.
 Details of these schemes can be obtained from your
own banker or local office of the Export Credit and
Guarantee Corporation of India Ltd.

 The Shipments (Comprehensive Risks) Policy is the

one ideally suited to cover risks in respect of goods
exported on short-term credit.
 Shipments to associates or to agents and those against
letter of credit can be covered for only political risks by
suitable endorsements to the shipments
(comprehensive risks) Policy.
 Premium is charged on such shipments at lower rates.

 For obtaining a policy you should apply to the nearest

office of the ECGC in the prescribed Form no.121
(obtainable from ECGC) along with the following
documents :
 Bank Certificate about the financial position
 Application form for fixing the credit limit
 Name/address of foreign buyer fixing sub-limits

 After examining the proposal, ECGC would send the

exporter an offer letter stating the terms of its cover
and premium rates.
 The policy will be issued after the exporter conveys his
consent to the premium rate and pays a nonrefundable policy fee of Rs. 100 for policies with
maximum liability limit p 7 3 upto Rs. 5 lakhs; Rs. 200
between Rs. 5 lakhs and Rs. 20 lakhs and Rs. 100 for
each additional Rs. 10 lakhs or part thereof subject to a
ceiling of Rs. 2500.

 As commercial risks are not covered in the absence of a

credit limit, you are advised to apply to ECGC for
approval of credit limit on buyer in the prescribed
Form No:144 (obtainable from ECGC) before making
shipment.
 Credit limit is the limit upto which claim can be paid
under the policy for losses on account of commercial
risks.
 If no application for credit limit on a buyer has been
made, ECGC accepts liability for commercial risks upto
a maximum of Rs. 5,00,000 for D.P./C.A.D.

 transactions and Rs. 2,00,000 for D.A. transactions

provided that at least three shipments have been
effected to the buyer during the preceding two years
on similar terms, at least one of them was not less than
the discretionary limit availed of by the exporter and
the buyer had made payment on the due dates.

6. Professional for export service
 1.Provide various export information.
2.Take in charge of business negotiation, translating,
sign sales contract and perform contract.
3.Provide all documents for export.
4.Provide customs application, inspection application,
chart renting, space booking, delivery way arrangement
and insurance purchasing.
5.Make all kinds of export documents, to ensure all
documents content is the same.
6.Provide foreign exchange settlement and tax refund
service.
7.After foreign exchange settled, we will pay to factory as
soon as possible.

7. Export formalities
 For clearance of export goods, the exporter or his

agents have to undertake the following formalities: Registration
 The exporters have to obtain PAN based Business
Identification Number (BIN) from the Directorate
General of Foreign Trade prior to filing of shipping
bill for clearance of export goods.
 The exporters are also required to register authorised
foreign exchange dealer code (through which export
proceeds are expected to be realised) and open a
current account in the designated bank for credit of
any drawback incentive.

 Whenever a new Airline, Shipping Line, Steamer

Agent, port or airport comes into operation, they are
required to be registered into the Customs System.
 The exporters intending to export under the export
promotion scheme need to get their licences/DEEC
book etc, registered at the Customs Station.

Processing of Shipping Bill
 In case of export by sea or air, the exporter must

submit the 'Shipping Bill', and in case of export by
road he must submit 'Bill of Export' in the prescribed
form containing the prescribed details such as the
name of the exporter, consignee, invoice number,
details of packing, description of goods, quantity, FOB
value, etc.
 Along with the Shipping Bill, other documents such as
copy of packing list, invoices, export contract, letter of
credit, etc. are also to be submitted.

 There are 5 types of shipping bills : Shipping Bill for export of duty free goods. This
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shipping bill is white colored.
Shipping bill for export of goods under claim for duty
drawback. This shipping bill is green colored.
Shipping bill for export of duty free goods ex-bond i.e.
from bonded warehouse. This shipping bill is pink colored.
Shipping Bill for export of dutiable goods. This
shipping bill is yellow colored.
Shipping bill for export under DEPB scheme. This shipping
bill is blue in colour

7 a. The Bills of Export are: Bill of export for goods under claim for duty

drawback
 Bill of export for dutiable goods
 Bill of export for duty free goods
 Bill of export for duty free goods ex-bond

 7 b. Let Export Order
 After the receipt of the goods in the dock, the exporter

may contact the Customs Officer designated for the
purpose and present the checklist with the
endorsement of Port Authority and other declarations
along with all original documents.

 Customs Officer may verify the quantity of the goods

actually received and thereafter mark the Electronic
Shipping Bill and also hand over all original
documents to the Dock Appraiser, who may assign a
customs officer for the examination of the goods. If the
Dock Appraiser is satisfied that the particulars entered
in the system conform to the description given in the
original documents, he may proceed to allow "let
export" for the shipment

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