מורי מנור ניהול ושיווק בינלאומי

The Invisible Web

5/2006

ABOUT 70 % OF INFORMATION CANNOT BE FOUND ON THE WEB
THERFORE

  • Know how to add value and exploit the maximum potential of raw and public information available
  • Access free databases you did not even suspect existed
  • Track alliances and potential mergers between companies
  • Find hidden data about private companies
  • Forecast your competitors’ moves
  • See trends emerge from a vast amount of information
  • Detect emerging technologies and their applications weeks before any public announcement
  • Find valuable information on companies and their organizations
  • All these and more- I can help you, with
  • מורי מנור ניהול ושיווק בינלאומי
    מורי מנור ניהול ושיווק בינלאומי

    The Role of International Marketing Consultant in Start Ups

    START UP, GOES BY SEVERAL STAGES-LIFE CYCLE, UNTIL MATURE.

    THE INTL MARKETING FUNCTION, IS VERY IMPORTANT, IN ALL STAGES.

    SINCE, START UP DOES NOT HAVE A FULL SCALE OF MANAGEMENT TEAM,

    AN INTL MARKETING CONSULTANT, CAN ASSIST,BY OUTSOURCING JOB

    AND BRING THE START UP THE ADDED VALUE, WHICH, OTHER WISE, MAY BE,

    WILL NOT BE AVAILABLE..

    MARKET RESEARCH FROM , CONCEPT, PRE SEED,,SEED , R&D AND ON, IS VERY ESSENTIAL TO THE DEVELOPMENT OF THE COMPANY.

    AS WE GO ON AND CLIMB THE PATH, INTL MARKET RESEARCH, BOTH AS DESK JOB, AND FIELD WORK HAS TO BE CONSIDERED, BY THE START UP STAFF, AND OR BY OUTSIDE- OUTSOURCE WORK.


    AN INTERNATIONAL MARKETING CONSULTANT, CAN DO THE JOB, IN HOUSE OR OUTSOURCE, AND AS DESK JOB OR FIELD WORK.

    מורי מנור ניהול ושיווק בינלאומי
    מורי מנור ניהול ושיווק בינלאומי

    International Activities in the Small Buisness


    (9/2003)

    The field of foreign trade plays a significant role in Israeli economic activity. Nearly every business in Israel has some sort of connection with activities abroad. Therefore, it seems natural to me that small businesses also have some international involvement at various levels.

    International activities can categorized:

    • Exporting products manufactured by the company.
    • Importing products for the use of the company itself (raw materials, equipment, etc.)
    • Importing products for commercial re-sale to others
    • Exporting services.
    • Importing services.

    The field of services in world trade has been continually developing in recent years.

    The advantage of international activities

    • The global market is much larger than the local market
    • Provides an additional source of income for the business.
    • Adds to the personal development of the company’s owners and managers.
    • Affords the opportunity to keep abreast of what is happening in the world.
    • Enables the import of products or services that are unavailable in Israel, and provides the opportunity to learn from the experience of others.

    The risks of international activities

    • Like in all business activities, there is a possibility of failure.
    • The need for fluency in foreign languages or dependence on others who are fluent in these languages.
    • The need to organize and invest in the appropriate infrastructure.
    • The dangers of international currency fluctuations.
    • International shipping risks.
    • Low payment ethic of the other side.
    • Political risks abroad.
    • Activities from afar.

    We’ll try to briefly examine the characteristics and methods used in each of the categories.

    Exporting products:

    The world market is gigantic, while the Israeli economy accounts for only about 0.5 percent of international trade.

    The decision on whether to begin exporting should be made cautiously, after careful consideration.

    There are companies that were established from the outset with the goal of achieving a substantial proportion of exports in their business activities and there are companies that regard exports as a secondary activity.

    It is advisable to start with small steps and low expenditures, and to develop slowly. This mainly applies to small manufacturers whose product has a relative advantage in the world market.

    Importing products:

    A distinction can be made between:

    • Importing raw materials and equipment, directly or via a local agent.
    • Commercial importing – the company acts as the importer, storing and marketing the product in Israel in accordance with the characteristics of the product and market.

    Importing and exporting services

    This field is expanding and currently accounts for about 10 percent of world trade. (We’re far below this figure in Israel.) There are many businesses in Israel that export their services, either directly or indirectly.

    There are also many Israeli businesses that purchase various services abroad, importing them to Israel.

    Information sources:

    In the Internet age, one can generalize and say that everything can be found on the Web. Still, there are many additional sources of information.

    • The Export Institute – including the marketing and information divisions, and the library.
    • Israeli trade representatives abroad.
    • The Industry and Trade Ministry.
    • Consular officials of foreign countries in Israel.
    • Israeli ministry representatives abroad – Tourism, Defense and Agriculture ministries.
    • Chambers of commerce in Israel.
    • Bi-lateral chambers of commerce.
    • Libraries of other economic and professional organizations in Israel.
    • International professional publications.
    • International exhibitions and conferences.
    • Customs and cargo agents.
    • International shipping companies.
    • Travel agents.
    • Commercial banks.
    • And more.

    In summary, each business needs to decide where it wishes to focus and then to act accordingly. The field is large and it is possible to succeed or fail in a big way. Consultation and follow-up with someone experienced in the field can help the business make strides forward. 

    מורי מנור ניהול ושיווק בינלאומי
    מורי מנור ניהול ושיווק בינלאומי

    Trends in the World Market

    • New manufacturers and products.
    • What is the competition doing?
    • Complementary products.
    • Alternative products.
    • Product life cycle.
    • Positioning the company’s product in the world; the size of the global market and the company’s market share.
    • Demand for the product.
    • Seasonal factors.
    • Has the company taken steps to emerge from stagnation?
    • Methods of sales promotion.
    • Exhibitions – Is the company participating in the right exhibitions?
    • Sending samples.
    • New products
    • Connections with clients and agents.
    • Marketing trips.
    • Advertising and public relations.
    • An up-to-date logistics operation.

    מורי מנור ניהול ושיווק בינלאומי
    מורי מנור ניהול ושיווק בינלאומי

    מורי מנור ניהול ושיווק בינלאומי(8/2003)

    Clients occasionally ask me: “The company’s exports are not growing. What should we do?” Here are a number of suggestions for action and guidelines for systematic thinking on this subject:

    Have you devoted systematic thought to area of international marketing? The company’s international marketing activities should be reviewed according to the P-5 marketing components:

    • Product, Price, Place, Promotion, Politics – each of these components has subcomponents, all of which should be examined. This review can be conducted in Israel when necessary, while foreign consultants can check the specific data in the target country and confirm the findings.
    • Is the administrative operation responsible for international marketing and exports functioning well?
    • The status of the international marketing manager and his/her staff in the company.
    • The scope of international marketing as a percentage of the company’s sales.
    • Has the company taken advantage of all assistance offered by the Israeli government?
    • Has the company used the services of international marketing advisors, customs agents, international couriers, air and sea transporters, maritime insurance agents, bankers and other service providers?
    • Is the company’s information system functioning properly?
    • Does the company have up-to-date information on developments in markets abroad?
    • Is the company aware of industry trends and changes abroad?
    • Is there a flow of business intelligence from abroad via the company’s agents and clients?
    • Via exhibitions and conferences.
    • By direct mailings.
    • Via the Internet.
    • Through clients and inquiries from abroad.
    • By visiting foreign markets and hosting reciprocal visits in Israel.
    • By initiating market surveys abroad. · Via a “simulated” client. · By testing an opposite approach.
    • Is there information on the companies and organizations active in the field?
    • Are the company’s products, or some of them, appropriate for exporting?
    • Comprehensive export activity or specific niches?
    • Exporting under the company’s name or trademark, or under the client’s private trademark.
    • Are the existing agents productive, bringing in orders?
    • Are the company’s current marketing channels suitable for its activities, or should it switch to working abroad via a subsidiary company, independent sales office abroad, or other specific type of cooperation with local personnel (co-marketing).
    • Is the company closely familiar with its network of agents?
    • Is the distribution of agents correct and effective?
    • Is there up-to-date on each agent and his/her business situation?
    • Is there another agent in the pipeline?
    • The type and quality of the connection with the agent.
    • Is it feasible to consider joint production – partial or full – abroad?
    • Considerations for selling information, various forms of joint ventures.
    • The impact of international shipping and logistics on international activities.
    • Is the company aware of global changes affecting the industry?
    • Market trends (mergers, acquisitions, converging).
    • Production in multiple countries for various reasons (taxes, government incentives, market protection, currency advantages, membership in economic blocs)
    • International agreements, economic blocs and their impact on the industry
    מורי מנור ניהול ושיווק בינלאומי

    The International Marketing Process

    (7/2003)

    • Exporting is an ongoing process requiring financial and human resources
    • Exporting is not a “hit and run” action
    • The exporting process is a voluntary act of your business.
    • No one is forcing you to export.
    • Make decisions after giving them full consideration, not impulsively.
    • Don’t expect anyone to give you a medal for exporting; likewise, no one will hold it against you if you don’t export.
    • Rely only on yourself and don’t count on receiving grants and gifts. If you do receive them – that’s great. If you don’t, continue without them, at your own pace. Make an assessment of yourself, your organization, operation, business, products and employees. Then decide whether to enter into the field of exporting in a serious and systematic way, not as an adventure.
    • There is an element of uncertainty in export activities, an element of “trial and error.” Try to minimize this by consulting with an export in this area. Define your expectations, goals, costs and tasks that you and your business are capable of meeting.
    • The global market environment is dynamic, competitive and changing. Manufacturers and countries enter and exit the process; government and organizational standards, and international currency fluctuations influence and are affected by the process and the changes are sometimes immediate. You always have to be attuned to the latest developments.
    • In current global market conditions, nearly every Israeli product or service can be exported to some destination, but the target market is not usually ready and waiting. You have to make an effort to market abroad. Israel has international agreements and trading relations with almost the entire world.
    • The exporting establishment and exporting infrastructure is ready to assist you, but you need to do the work.
    • The planning of international marketing is of the utmost importance; do this thoroughly. Take this matter seriously and not just as a formality. You won’t get very far by just saying: “Take a catalogue and sample, and if you bring an order, you’ll receive a commission.” At most, this type of approach can bring a few scattered orders. This is not the way to develop a marketing network and agents abroad.
    • Many organizations are involved in the exporting process. Get to know them and work with them.
    • Exporting is an ongoing process, with its ups and downs. Don’t give up in midcourse. You started, then continue! Draw conclusions from every success and/or failure.
    • Client and market reactions sometimes come immediately and sometimes over the course of time.
    • Exports not only improve the State of Israel’s balance of trade, but also give a boost to you and your business, and put it in sync with the global market and the trade conditions in which Israel competes. Many Israeli exporters have already done this, and the scope of exports and number of exporters is steadily growing each year.
    • Israeli exports comprise about 0.5 percent of world trade, so there unlimited markets for god products and services, and at competitive prices. The local market is small and sometimes stable – diversify the spread of your sales targets.

    Go Export, Go Global

    מורי מנור ניהול ושיווק בינלאומי
    מורי מנור ניהול ושיווק בינלאומי

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    go to this site: http://www.timeanddate.com/

    It’s very helpful when trying to contact customers overseas. 

    מורי מנור ניהול ושיווק בינלאומי
    מורי מנור ניהול ושיווק בינלאומי

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    מורי מנור ניהול ושיווק בינלאומי
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