Evidencia 8. Export and Import
Evidencia 8. Export and Import
Evidencia 8. Export and Import
SENA
Negociación internacional
1792961
MARKETING STRATEGIES
Find out how you can convince prospective clients that they have a product
worth importing or exporting and that your company can be the one to help
The following excerpt is from the Staff of Entrepreneur’s book Start Your Own
Import/Export Business. Buy it now from Amazon | Barnes &
Noble | IndieBound
If you’re starting with imports, don’t ignore the following information; you’ll work
in basically the same manner.
Your first step, before you initiate contact with any manufacturer, is to do some
basic market research:
What products are hot sellers in the domestic marketplace? Focus your
attention on products that you know well or are bestsellers in their market
niches.
Are these products hot sellers in your target countries?
If not, are there situations or markets that would put these products in
great demand if the products were available?
Who manufactures these products?
What’s the selling price of each product, and of competing products or
brands, domestically and in your target countries?
Once you’ve researched some companies, you can move on to step two and
begin a campaign. One choice is to look for manufacturers of one of the
products you’ve researched. Then either search online or call the company, and
ask for the name of the person to whom you’ll want to write. If the company is
small, you’ll probably want the president or owner. If it’s a larger concern, you
might want to direct your letter to the vice president in charge of sales or the
sales manager.
Send emails, or letters, to several companies. It’s best not to start with two
clients that have the same type of products because if they both respond, you’ll
have to compete with your own clients. But if you’ve exhausted your first line of
attack (without success), go back and try other clients in the same product line.
Now wait a week to 10 days. If you haven’t heard from your target
manufacturer(s), send an email follow-up. Suggest some available times in
which you could talk.
We’ve talked about how to find export products to send abroad. But what about
imports? You have several options for finding goods to bring stateside:
Traveling abroad may sound like the most delightful of these options, but it’s not
always practical in terms of time, money or other commitments you may have.
It’s not a must, so don’t fret if you can’t manage it. The big plus is that you can
view foreign products in a realistic setting, checking out what sells where,
why and for how much.
But keep this caveat in mind: Don’t limit yourself by looking only at what
products you want to import. Consider also what kinds of strategies you’ll use to
make your profits. Are you more interested in importing products with brand-
name identities, or do you lean toward low price and high volume?
Not all your calls for help will come from manufacturers with a product to export.
You’ll also receive calls from importers seeking a particular U.S. product --
sometimes merchandise with which you have no familiarity. Where do you go to
fulfill their requests? One terrific source is the Thomas Register of American
Manufacturers, a database of products and companies that boasts more than
700,000 manufacturers and distributors from many countries with more than
10,000 product categories.
TRADUCCIÓN
Estrategias de Marketing.
Pero tenga en cuenta esta advertencia: no se limite mirando solo los productos
que desea importar. Considere también qué tipo de estrategias utilizará para
obtener sus ganancias. ¿Está más interesado en importar productos de marcas
reconocidas o se inclina por los de precios bajos y en grandes volúmenes?
Si va por la ruta de bajo precio / alto volumen, querrá enfocarse en países que
son productores de bienes de bajo costo, como India y México. Debido a que
estos países generalmente tienen economías emergentes, su misión de
importación (de hecho, todo su viaje) puede ser un poco más complicada y
requerir un poco más de paciencia. Pero no se desanime: las ganancias
potenciales en este tipo de empresas a menudo son mucho mayores para el
importador novato que ir por la ruta de la marca, lo que conlleva mucha
competencia.
IDEA PRINCIPAL
This article is taken from a book that tries to help large producers with ideas on
how to use different means to export their products through websites, social
networks and telephone basically doing a study of the market needs they want
to reach all this in order to export their product.
For this subject, it is very important to travel to the destination with the purpose
of learning more about the products that are going to be sold in the producers'
country, getting acquainted with their properties in order to achieve great profits.
In conclusion, all import and export businesses must be carried out through
calls, contacting the big sellers and visiting the fairs since these llaves help to
obtain specific product information.