AfriExporter Academy

ITS - EMO - 010 - International Market Research A text book definition of Marketing Research would be ‘the systematic collection, analyis, and interpretation of information used to develop a marketing strategy or solve a marketing problem'.   In this unit you will understand how marketing research is conducted and its purpose in a company's export activity.   This will be done by: - looking at the market prioritisation process - examining research methods - understanding what is meant by quantitative and qualitative research - reviewing the structure of a marketing research report. Read more

ITS-02-TCP-005 - International Modes of Transport A key operational task once an export order is received is to arrange the most appropriate transport option to the transaction at hand.  Marine transport is covered in its own learning unit.   In this unit you learn about other modes of transport available to the exporter.   This will be done by: - Analyzing the non marine modes of transport and their characteristics. - Learning about Multimodal transport and its own operational issues. - Exploring mode specific issues relating to transport insurance for each mode covered - Learning about the transport documents required for each mode of transport covered. Read more

ITS - EMO - 006 - International Pricing Policy One of the most complicated aspects of foreign trade is pricing policy. An incorrect pricing policy can lead to total failure in international markets.  First of all we should find out about prices in various international markets, this information will allow us to have some real criteria for setting our export prices. However, we will meet the familiar dilemma of global or local prices. From another point of view the price is attached to the selected Incoterms, in the more competitive markets it is habitual to deliver product to client’s premises, thereby offering DDP prices.  In some countries this is impossible, and it will cause us problems.  One of the solutions can be if we have FOB Global prices and then we will be able to adapt them to each market according to the costs of this market. In this unit you will learn the importance of an appropriate pricing strategy when entering new export markets. This will be achieved by : - Examining the pricing options available to the exporter. - Outlining the criteria to be used when establishing a pricing strategy. - Analysing the goals of a pricing policy. - Detailing how to arrive at an export price. - Introducing the criteria defined in pricing under Incoterms 2010. Read more

LU_EMO_007_International_Product_Policy The first thing that an exporting company should ask itself is whether the product is exportable.  A product which is successful in the home market, will not always be as successful in other markets.  Remember, although globalisation is a reality, each market is different in its own way.  Therefore, only through market research will we find out if our product is viable or not. Furthermore, we should look at what types of modifications we should carry out on the products in preparation for different markets. Finally we should remember the lifelong question: is it a global product or will we have to localise it for each market? In this unit you will learn the importance of adapting your product to local requirements when entering new export markets.   This will be achieved by: - Examining the product adaptation options available to the exporter - Outlining the concept of brand and positioning in foreign markets - Analysing the product characteristics that typically need to be modified for different markets.   Read more

ITS - EMO - 009 - International Promotion Policy By the term promotion, we understand all those activities developed by the marketing department to disseminate the product in the market with the objective of increasing sales, understanding and image.  Promotion policy in foreign trade works within the structure of the marketing mix.  Promotion policy applies to each of the countries to which the company wishes to export.  Promotion should generate a positive attitude to the product while taking into account every country's own idiosyncracies. In this unit you will: - learn about the factors affecting promotion decisions, - understand the workings of advertising and publicity, - understand the purpose of brochures and catalogues - gain the insights needed to create your own international promotion campaigns.   Read more

ITS - TCP - 003 - International Transport & Logistics Transport is one of the main component factors taken into account when determining the final price of a product.  Due to globalisation, transport gains even greater relevance.  New production techniques, logistics and distribution nowadays makes no sense if they are not supported by an appropriate communications infrastructure. In this unit you will learn about Transport and Logistics in the distribution process. This will be achieved by: - Analysing the factors to consider when selecting a mode of transport. - Learning about the logistics process and the different concepts involved in Logistics. - Examining the different logistical infrastructures. - Analysing the factors to be considered when selecting a logistics company. - Examining the various transport and insurance documents that are required when importing and exporting. Read more