Before attempting to export/ sell goods in any overseas market, the potential exporter should assess the following:

  1. What is the demand (or potential demand) for the company’s products, bearing in mind local tastes, traditions and even climatic conditions?
  2. Who are the competitors, especially those selling under well-established brand names?
  3. What will be the most effective or even acceptable method of presentation i.e., design and packaging? (In some countries this is a decisive selling factor and demands knowledge of local political, national or religious attitudes).
  4. What language is to be used in brochures, packaging, sales and service literature, and in correspondence with potential buyers?
  5. What is the advisability of advertising? Which media and what will be the cost?
  6. What are the means and costs of distribution?
  7. Are the products priced competitively in relation to the market conditions?
  8. What rating is given to the reputation and credit worthiness of buyers and/or agents?
  9. What is the degree of local political stability and competition? What is the state of the national economy?
  10. What is the extent of import restrictions, tariffs and excise duties?

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