Export Marketing: Doing Business Outside Your Comfort Zone

You are so determined to sell your products in Indonesia. You are in love with this Asian country so much that you want to do business here. There's nothing wrong with doing business in Indonesia. It has a huge population and it means a larger market. They are also very adaptable so they will surely embrace your products no matter how foreign they look like. Indonesians also love to have fun and since you are selling a sport gear, there should be no problem. Your business has been flourishing in Europe and you don't see any reason why it can't flourish in Indonesia. Well, wake up. You're selling snowboards, for heaven's sakes!

Marketing your product in your own country is hard enough. It is definitely harder when you are marketing it beyond your country's borders. Export marketing is largely different from domestic marketing not just geographically but in all levels of marketing. There are various factors to be considered including the differences in culture, climate and religion. Although it is really difficult, there are many ways of making it a lot less difficult than it has to be.

The most important thing you need to do is devise a marketing strategy for your target market. Making it big in your own country should not give you the illusion of even making it at all in another country. You have to recognize that foreigners have different tastes, customs and needs. You need a great marketing strategy to be able to penetrate a foreign market. The classic “four P's” --- product, promotion, price and place --- should still be in your strategy but they are not the only basis. You also need to consider other essential P's including:

• payment --- currency exchange rates and international transactions

• paperwork --- documentation and logistical items including permits

• partnerships --- alliances with local distributors, advertisers and many others

• practices --- different social, cultural and business styles

• protection --- more risks relating to travel or intellectual property

You also need to consider the country's political and economic conditions. Taking these facets of international business into consideration will surely make your marketing plan very feasible and effective.