CIG- Product Manual

Introduction Index
About Us
Phone
Commitment Ema i l
Vision Website
Company Profile
Expertise
Business Principles Credit Unions
Trade Directories
Our Presence
Contact Information Trade Councils
Industries
What We Do
Our Research Directory Export Readiness Evaluation
Market Research and Analysis
Introduction to B2B
SWOT Analysis
Our Services Brand Promotion and Management

B2B Working Principles Risk Management
Business Development & Lead Generation
Industry Insights
Trade Shows
Our Products Due Diligence
Export Licensing
FAQ Digital Marketing
Terms and Conditions Export Consulting
Export Planning
Application Form
Payment Reciept Customs
Full Service Export Management
Login Page Frieght & Supply Chain Management

Export Costing and Pricing
Market Intelligence

Advertisement Posting Services

Indian Export Industry
Software and Consultancy Services

Metals, Gems & Precious Stones
Cotton & Textile

Pharmaceutical Industry
Agriculture & Processed Food
Herbal & Ayurvedic Products

Plastics

Product Comparison Chart
Regular Membership
Silver Membership

Silver Plus Membership
Gold Membership

Gold Plus Membership
Platinum Membership
B2B VS CIG Comparison Chart

Introduction

Connecting India Globally is a pioneer in providing export oriented consulting and marketing services in
India. CIG specializes in International Business Development, assisting companies to expand or create new
export and import opportunities. We provide sales and marketing expertise to global companies in their
quest to bring quality products and service to the market.

CIG is an initiative to expand the reach of Indian traders globally. CIG is a part of Connvero Consulting
Services Private Limited, Connvero is a diversified consulting firm representing clients from varied sectors on
various subjects. Connvero Consulting Services provides strategic management solutions to firms of all sizes
and is involved with several trade promotion councils globally.

Connvero is leading the way in Global business consulting and with ever changing scenario you need
someone on your side who knows how to accomplish the unthinkable.

About Connvero Consulting Services

We are a dynamic consulting and market research firm that excels at extracting the full market potential
from the brands of the world’s leading companies. Commercially focused and socially conscious, we
combine evidence-based research with deep clinical, commercial and brand expertise to help our clients
access market opportunities, prioritize product development and portfolio activities, and differentiate their
products to drive brand success.

We work across a range of sectors for many different clients, including multinationals and household names.
We help them address challenges across the full business change lifecycle, from strategy through to delivery,
and operate at all levels across our clients’ organizations.

CIG Group’s business model is unique in the world of economic consulting. While many of our competitors
rely either on external academics or on internal staff as potential experts, we draw on experts both within
the firm and in our affiliate network, we bring together the best people to do the work, structuring our
teams to enhance interaction with clients. We blend efficient project management capabilities with a
commitment to client service and rigorous quantitative analysis.

We are committed to growing our business through embracing technology, developing strong partnerships
and by placing the emphasis on providing high levels of customer satisfaction.

We strive for excellence and aim to exceed expectations. We work hard to achieve our goals and we
encourage our staff to be ambitious. We constantly reward and celebrate individual and team success.
Retaining our competitive edge through innovation is central to the way we operate and we are always
looking to improve our business processes and services.

Our Commitment

CIG is committed not only to providing businesses with the skills and knowledge to begin exporting, but is
also there at every step of the way to help with making contacts, identifying opportunities and ensuring that
companies have the tools to be successful in overseas markets. From the potential difficulties of speaking a
foreign language to raising a business profile at an international event, CIG is there to help you succeed.

We care about our clients and we care about results. We provide ethical and pro active consulting services.
We offer clear, objective, timely and sensible business advice. We are committed to the highest ethical
consulting standards and respond to our clients’ commodities needs with prudence. We promote and
protect our clients’ interest.

We know international trade. Expect no less. When our clients’ international problems and needs require
thinking outside the box processes, then we are not bound by conventional wisdom and noble arguments.
We redefine boundaries and generate profitable results and viable solutions.

Our clients’ routine business matters are handled with precision and care and when a problem calls for a
creative strategic approach CIG's experts rise to the occasion and we surely affect the outcome to our
client’s favor.

Our Vision

Our core purpose, along with our values, support our ambitious long term vision as an organization – to be
the world’s most client-focused consultancy by 2025. It’s a fantastic journey to be a part of – for our clients,
and for our amazing team.

Our values of honesty, integrity, commitment and delivery are important to us. We are honest and
straightforward in all our dealings with clients, candidates, contractors and our employees.

Our mission statement is to ensure that we provide the right solutions at the right time to maximize our
clients’ business potential. We don’t want to be the biggest but we do want to be the best.

As our business continues to grow we work hard to keep these values at the core of our operation. We are a
company that values individuals and teamwork, where people care about each other and share their
knowledge freely.

Our Expertise

Export Marketing is one of the most crucial stages in the export management process. In fact, many a times
Export Management is referred to as Export Marketing. It is not just a process to find buyers/importers and
approach them with the expectation of export orders but a well planned strategic marketing process that
one needs to follow and perform well to get success in International Market. It refers to the marketing of
goods and services beyond the national boundaries and is a major undertaking that requires complete due

diligence to maximize chances of success and mitigate risks. The strategic marketing action plan is one
significant step towards it and is a set of key functional areas of export marketing which can be followed
step by step for a business to get a rapid success in export marketing with sustainable and profitable export
sales growth.

Export marketing is a highly specialized activity requiring continuous organizational support at different
stages from choosing or selection of products, identification of overseas markets and customers, selling
techniques and channelization of incentives, assistances and facilities granted against exports. Breaking into
a new business sector can become a struggle if a business does not use proper marketing research and
analysis before beginning to work with other countries. Connecting India Globally helps here by providing
inclusive solutions to help ensure a business’s expansion and its exports. Our team of qualified consultants
has the requisite experience in marketing and analysis to help businesses with export market sales analysis
and business matchmaking. We work in conjunction with business owners to ascertain answers to the three
critical questions for any successful export strategy:

Are you equipped for international growth?

Where should you focus your efforts?

What is your entry strategy?

What your competitors are doing?

What your existing customers really value

What changes are coming in your market place?

Connecting India Globally is fully capable of providing sales and marketing expertise in a systematic manner
to emerging global companies in their quest to bring quality products and services to the market. The
targeted services that we provide in pursuance of a firm’s export objectives include but are not limited to:

Identifying the target markets by conducting international market research activity that will give the firm a
detailed knowledge of opportunities in international market and help maximize its market potential. We
resort to producing tailor-made market research and market feasibility reports. Methods used vary from
project to project based specific requirements and include: Desk Research, In-Depth Interview, Phone/F2F
Interviews (CATI/PAPO, CAPI), Online Surveys (CAWI), Mystery Shopping, Store Checks, Drawing up research
proposals, Designing studies and questionnaires etc.

Developing the export marketing strategies including market entry strategy, positioning strategy, pricing
strategy, branding strategy, supply strategy and promotional strategy according to the target market needs.
The comprehensive international market research conducted by Connecting India Globally above will enable
the firm to develop the right strategies to meet its export marketing objectives.

Business Partner Search. CIG develops tailor-made solution and hands-on approach to market entry to
assist the company in finding, research and establishing contact with potential partners in target markets.
This is facilitated by a full market scan to identify relevant companies, potential distributors, JV partners,
suppliers, customers, outsourcing partners etc.

Preparing Marketing Communication tools that is informative and appealing. These include the Company
Profiles, Sales Letter, Product Catalogue, Brochures, Websites, Digital presence and all that supports in
positioning and promoting the business. Connecting India Globally ensures that all marketing
communication tools are well designed, informative and professional and can deliver all necessary
information of the company and its products/service to prospective buyers/importers while influencing their
decision to start communication with the business.

Promotion to create awareness among buyer/importers of what the business is and what it offers.
Connecting India Globally has the requisite experience to formulate a promotional mix which is cost-
effective and still manages to deliver the right message, in right time and at right place. It ensures that the
promotion lead buyers/importers to get attention, capture interest and initiate communications. Presence
on internet, participation in trade fairs, exhibitions and catalogue shows and everything else that can
generate a direct and live contact with the buyers/importers is taken care of by Connecting India Globally

Generating Export Enquiries. Success in export marketing begins with generating genuine export inquiries
from prospective buyers/importers, which requires expertise and focused work of promotion, sourcing
genuine buyers and approaching them professionally. It’s up to a marketer to market the business’s
competitive advantage to prospective buyers to get them interested to send in inquiries which can be
converted into export orders by communicating and negotiating professionally.

Pre-port Analytics. A customized service to help businesses design their export strategy analyzing the
market environment, routes to the market, possible barriers, market regulations, customs fees, licenses and
other factors that would be important to know before they start exporting their products.

Market Visit Services. Connecting India Globally can also assist businesses in representation in trade shows,
organizing itineraries and other on-the-ground support to clients.

All these services above are inter-connected and can only give results if each step performed or is
performing well. Connecting India Globally is a specialized marketing consultancy with prior experience in
the export industry and is in an ideal position to ensure this. As export marketing is a continuous process
and all those key functions need to be reviewed and modified from time to time as per changing global
economic and market situation. Therefore, constant market intelligence from a credible source is
indispensable to developing a successful international business strategy. Connecting India Globally already
working in this industry keep on reviewing the changing export market and world economic situation and
are able to strategize their clients’ export plans accordingly.

Our Approach

Business Principles

Trust is everything…achieving a client’s objective is our top priority…results matter…our client’s ROI is more
important than winning design awards (but we still enjoy the awards we win)…we are can-do people…we
are here to serve our clients and be good stewards of their marketing budgets.

Keep learning…be wary of trends…be wary of traditions…good ideas are good, no matter who came up with
them…don’t fall too much in love with one idea or one method of communication (there may be a better
one out there)…simple is better than complex…advocate for ideas without becoming defensive…admit it
when you’re wrong…speak truth to power…never stop asking, “How can we make this better?”

Some of the best ideas are the least expensive…humility and humor are the keys to creativity…you can have
fun while being deadly serious about results…the best ideas are yet to be discovered…as creative people,
we’re here to please our Creator, not just the client…and we’re accountable to both.

Our Presence Corporate Office

Registered Office Level-8 Vibgyor Towers
Bandra Kurla Complex, Bandra [E]
Building No- 5 Tower-C Level-20 Mumbai, Maharashtra-400098
DLF Epitome, Phase-III India
DLF Cyber City, Gurgaon-122002
India Level-2 Agnitio Tech Park, Kandanchavadi
Perungudi, OMR, Near Rajiv Gandhi Salai
Regional Offices Chennai-600096
India
Level-6, Mélange Towers
Near Madhapur, HI-TECH City Level-6 Shree Krishna Centre,Near Crossword
Hyderabad-500081 Mithakhali Six Road
India Ahmadabad, Gujarat-380009

Level-8, Umiya Business Bay
Tower-1 Cessna Business Park
Marathahalli ORR, Bengaluru-560103

Our Contact Information

All India Toll Free- 1800-1234-344
Customer Services- 022- 4070-7116
Sales Helpline- 9821136644

Write to us at

Sales Enquiry- [email protected]
Services- [email protected]
Trade Shows- [email protected]
Complaints- [email protected]

Company Profile and Information

Company Name- Connvero Consulting Services Private Limited
CID-
UIN-
PAN No-
Service Tax No-

Corporate Website

www.connectingindiaglobally.com
www.ciggroupindia.com
www.connveroconsulting.com

What do we do

Export Readiness Evaluation International Business Development Conversion Assistance
Market Research and Analysis Lead Generation Market Entry Strategies
SWOT Analysis Trade Show Representation Financial Consulting & Reporting
Brand Promotion & Management Due Diligence Custom Services
Export Planning Trade Leads Export Licensing
Export Pricing & Costing Focused Lead Services Freight Consulting Services
Risk Management & Mitigation Digital Marketing Advertisement Posting Services



Tools and Resources





Our Research Directory
Credit Unions

Global Credit Rating Agencies

Alexander and Hamilton DBRS Ratings Ltd HR Ratings De Mexico
ARC Ratings SA
BCRA Disclosure ICAP Group SA
Canadian Credit Reporting Ltd
Capital Intelligence Cyprus Ltd Duff & Phelps Credit Rating INC Rating SP
China Credit Information Service
CIBIL Dun & Bradstreet Credit Rating Infospectrum
Cofacerating
Credit Exchange Equifax J.I. International
Credit FYI
Credit Management Information & Support Euler Hermes Ratings GMBH Japan Credit Rating Agencies Ltd
Credit Report Latin America
Credit Risk Monitor Experian Kreller International Services
Creditman UK
CreditTre Form Rating AG F&D Reports Kroll Bond Rating Agencies
CRISIL
FCIB International Credit & Country RepMoRrtC Consultancy Services Ltd

Feri Euro Rating Ag Owens Online

Fitch France SAS SCRL Group

Fitch Italia SPA TCM India

Fitch Polska Transunion

Fitch Ratings Espana UK Data Ltd

Global Credit Reports Veritas

Graydon Credit Management Services Whitehall Consultants

International Trade Directories

GLOBAL TRADE RESOURCES

ALIBABA TRADE- BOARD IRONPLANET
EC EUROPE BEST CLEARANCE BUYERZONE
ETO COMMERCE CHINA BUSINESS ROCKANDDIRT
TRADE UK KM25 MANUFACTURING
EC PLAZA GLOBALTRADEWEB MESTEEL
ECROBOWT SW365 SPSCOMMERCE
WORLDBIZCLUB TRADE OFFER ASSETLINE
WORLD BID TRADE- INDIA DEMANDSTAR

EC21 GBOT RUSBIZ
FOREIGN- TRADE E- WORLDTRADE FIRMSEEK
BUSY TRADE EXPORTERS ONESTOPCLICK
COUNTRYWEB IMPORT LEADS MERGENT
BS-OFFICE 100 SWISSINFO OMBE
NETTRADE 21 MERCOSUR EDEAL
NUDEAL WORLD CHAMBERS ALLOCATION
FREE TRADE FRONT WTCA SINOTRADENET
BPGTO NETVIGATOR CYTRA SURPLUSGLOBAL
TRADE AT OZ PPPINDIA XBRIDGE
TRADELEAD JETC EARTHWATERFIRE
EXTREEM TRADEEASY BUYREMAN
EUROTRADELEADS TRADEMATCH TAIWAN TRADE
ASIA TRADE IBNET DIY TRADE
MPOST PDBK SGS
BIDMIX BUYSELLEX BUSINESS VIBES
UNTPDUC FITA INFOBANC
INTL- TRADE MEDITERRANEAN TRADE BOARD IMEXBB
TRADEWPORT TWWORPLDTRADEAA LE SINGAPORE
FIND OFFER PREMIERBC GLOBAL TENDERS
MANUFACTURE TRADEGROUND EXPORT BUREAU
INFODRIVEINDIA EBIZ4BIZ ALL ACTION TRADE
WORLD TRADE AA INTZTRADE ASIA TRADE HUB
CASANET YESCO LTD ASIA-MANUFACTURER
CENTRETRADE WTDB VENEXPORT
CYBERPTRADEZONE IMPORT NEWS USA VIETNAMESEMADE
IDEAL POINT ASIAVILLE BIZVIET
EXTRADE YESBOSS THAITRADEPOINT

BIZ- CHANNEL IMPEXTRADE MBENDI
TRADEZONE EXPO22 VORRAS
EC TRADE SOFTNSOFT WOOD-ME
NETGLOBALTRADE CLICKIT SHIPLINK
ASIANNET SSR HOLLAND TIPS.CO
CHINA VISTA ARAB BUILD PEACH 21
IEBB TRADE PIKE TUNNEL TRADE
WORLD TRADE AA OWENS SECKIN
SINOSOURCE GLOBALTRADEVILLAGE MADEINVICENZA
USERS4 WTN- DE GREEK EXPORTER
ALLPRODUCTS EDGARS MADEINBELGIUM
DREAMMART GLOBALSOURCES MIEL
ASIATRADE LOFFER THOMAS GLOBAL
ATN WORLD BULLHORN SWISS-DIRECTORY

Trade Promotion Councils- India

TRADE PROMOTION COUNCILS

FIEO TEX PROCIL ISEPC
APEDA PHARM EXCIL HEPC
EPCH SPORTS GOODS EPC IOPEPC
AEPC INDIA WOOL TEX PRO MPEDA
PLEX COUNCIL TPCI PEPC
EEPC INDIA ITPO SRTEPC
ESC INDIA SME EPC PDEPC
SERVICES EPC TTPC RUBBER BOARD
CAP EXIL ATPO COFFEE BOARD
INDIAN CARPETS IITC TEA BOARD
CASHEW EPC CLE TOBACCO BOARD
GEMS & JEWELLERY EPC EOU INDIA SPICES BOARD

Industries we Promote

Industries

Agricultural Industry Furniture Industry Printing Industry

Alternative Energy Industry Garment Industry Real Estate Industry

Aluminium Industry Granite Industry Retail Industry

Automobile Industry Handicarfts Industry Rubber Industry

Ayurveda Industry Handlooms Industry Shipping and Marine Industry

Bio Technology Industry Health Care Industry Silk Industry

Carpets Industry Herbal Products Industry Solar Energy Industry

Cement Industry Hotels Industry Steel Industry

Coffee Industry IT & Communication Industry Sugar Industry

Coir Industry Jewellery Industry Tea Industry

Copper Industry Jute Industry Telecom Industry

Chemical Industry Engineering Industry Services Industry

Cosmetic Industry Leather Industry Textile Industry

Cottage Industry Mining Industry Tobacco Industry

Cotton Industry Oil & Natural Gas Industry Tourism Industry

Dairy Industry Paint Industry Toy's Industry

Diamond Industry Paper Industry Tractor Industry

Electronics Industry Pearl Industry Turbine Industry

Fashion Industry Pharmaceutical Industry Weaving Industry

Fertilizer Industry Plastic Industry Wool Industry

FMCG Industry Poultry Industry Yarn Industry

Food Processing Industry Power Industry Zinc Industry

An Introduction to B2B Industry

B2B (business-to-business), also known as e-biz, is the exchange of products, services or information
between businesses, rather than between businesses and consumers.
B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a
unique way. While consumers choose products based not only on price but on popularity, status, and other
emotional triggers, B2B buyers make decisions on price and profit potential alone.
Finding new ways to foster relationships through social media is currently a hot topic in the B2B marketing
world. Social media platforms have opened up two way conversations between businesses.
At its core, B2B marketing involves building valuable relationships to guarantee lasting customers , an
important goal for any company, whether a mega retail corporation or a smaller family-owned one. The B2B
market is the largest of all the markets, and exceeds the consumer market in dollar value.
B2B marketing is largely employed by companies that make products that consumers have no practical use
for, such as steel. However, it is also used by companies selling products and services bought by consumers
and other businesses alike.
B2B Marketing Strategies:
B2B marketing success doesn’t come from broadcasting a product over radio or television. B2B marketing
success comes from embedding your company in the industry, and making your product seem like a staple.
Get in front of niche buyers by:

• Hosting informational webinars
• Setting up booths at popular industry tradeshows
• Sending out email newsletters positioning your company as an industry expert
• Maintaining an active, interactive social media presence
• Attending industry networking events and building buyer relationships

B2B marketers generally focus on four large categories:

• Companies that use their products, like construction companies who buy sheets of steel to use in
buildings.
• Government agencies, the single largest target and consumer of B2B marketing.
• Institutions like hospitals and schools.

• Companies that turn around and resell the goods to consumers, like brokers and wholesalers.

A B2B marketer can effectively put their product or service into the right hands by positioning their offering
in an exciting manner, understanding the customer’s needs, and proposing the right solutions to combine
the two.

It is important for B2B marketers to understand their client’s needs before implementing any marketing or
advertising tactic. In consumer marketing, an effective advertisement can be blasted out over wide
channels, and a percentage of consumers will be driven to buy the product. However, since B2B marketing is
so much more specialized, marketers run the risk of alienating their specific prospective candidates if they
do not pay close attention to their needs before tailoring their services to those needs.

How To Expand B2B Marketing:

A B2B marketing plan must be focused in delivery and broad in application. This means that while consumer
marketing can advertise very specifically (one mass-consumed product advertised through print, television
commercials and the Internet) to a wide audience, B2B marketing cannot. Instead, it needs to brand itself
very broadly (through email, corporate image and technical specifications) to a very specific customer.

Business marketers can develop and decide how to employ their B2B plan by identifying and understanding
the importance of the following topics:

• The product or service: When marketing to consumers, there is an emotional component involved.
Individuals are drawn to products because of how they make them feel. With B2B customers, the buyers are
trained professionals who care about the quality of products, their cost-saving and/or revenue-producing
benefits, and the service provided by the host company.

• The target market: Many B2B marketers are able to focus on very niche industries which reflect
specialized needs. While this can make marketing a bit more straightforward, it also requires a high level of
knowledge outside of marketing specialists.

• Pricing: Businesses are usually more concerned with cost, value, and revenue potential than
consumers. However, they can also be more readily convinced to pay top dollar – as long as B2B marketers
do an excellent job of convincing them that the product, quality and customer service will be worthwhile.

• Promotion: B2B marketers need to be experts not only of marketing and advertising, but experts
within their fields. Once this happens, they will learn the best ways to market to this field, whether it is
through blogs, journals, tradeshows or word of mouth. B2B marketing very rarely employs traditional media
like TV and radio commercials.

Expand Your Business by Using B2B Portals

Manufacturers, suppliers, wholesalers, importers and exporters all are in search of various marketing tools
to increase sales and expand business. Business activities have been carried out since centuries ago. There
exists number of ways to market your product profitably. As many changes have occurred in consumer likes
and preferences, products have been changed accordingly. In the same manner, demand for consumer
goods have evolved may new marketing techniques. Marketing strategies have to be changed periodically to
satisfy customers with fast and safe delivery of goods and services.

Emergence of internet technology enabled market players to receive orders and fulfill needs quickly. One of
such marketing tool used by many businessmen is B2B directory. Online B2B directory is a complete solution
for business that either search marketplace for their new products or expand existing business through
online marketing. B2B portal is used to promote and sale products online. It is the newest medium to gain
advantage over competitors. B2B marketplace is a way to search for new business opportunities. Using
various marketing strategies companies have reached global ends. Small business owners can also find
global perspective to promote and market products and services through B2B directory.

Importers and exporters find necessary information about any company residing at any point in the world
using B2B directory. Importer and exporter directory involves contact information using which they can
contact each other and gain market for products. Electronic platform for marketing provided by business
directory is beneficial for any kind of business being small or large. There are many business opportunities to
expand your online international business.

B2B portal provides facility of posting unlimited buying leads and selling leads to buyers and sellers. It
operates like a market where buying and selling of products takes place. The difference is that it is a virtual
market. You can put your products virtually means an image or logo can be inserted on website, prices can
be displayed and discounts can be offered to get more and more number of customers for products. As it is
an economic tool to market your product, you can easily put various trade offers on B2B portal. With
secured payments option, you will have safe business trade. Just putting trade offers is not sufficient. If
there are clients for your products or you wish to buy some products of others, an adequate communication
is needed. Online trade alerts via email plays an important role in such business.

When you want to expand your business globally, B2B portal helps you get contacts of international
business players. You can do worldwide promotion of your product using business directory. If you are a
wholesaler, you can buy products in bulk by just putting a trade offer and paying online. All these features of
B2B marketplace have made it possible that it becomes every businessman’s first choice to market products
from one place. It not only ensures sales increment but also results in profit increment without any more
efforts.

Our Services

1. Export Readiness Evaluation

Deciding when to go global is a tough call for most of the Indian businesses. However, when you do intend
to expand your reach overseas, you do not want to do it without a complete evaluation of where your
business stands. Exporting provides a number of business benefits, which include gaining a competitive
advantage, increasing internal skills, knowledge and expertise, and spreading the business risk. The decision
to start exporting is prompted by various factors but it is important to assess the key factors that determine
whether a business is ready to export and expand globally. These following key factors help determine a
business’s export readiness:

(A) Benefits and Trade Offs of Exports: Brainstorm about the benefits that expanding the market
internationally can bring to your business and follow them up with the trade offs. Once the benefits
seem to be more fruitful, the business is first step ready towards exports.

(B) Objective: The foremost factor to consider for export readiness is the objective and goal of the
business. The export objectives needs to be clear and there should be a realistic idea of what
exporting entails.

(C) Domestic Performance: It is important to consider the performance of the domestic business before
deciding to expand internationally. Robust domestic sales are an important key factor to determine
export readiness. Performing an in-depth analysis of the existing business helps determine the
feasibility of growth in the international markets as well.

(D) Market Research: It is important for a business to identify its target market. The decision on which
market to enter depends on the knowledge of the market, the presence and absence of competitors
in the market, the ease of entry into the market, and Government initiatives.

(E) Product: Identify products that have export potential. The business is export ready when it knows
about its product and whether the product is legal and exportable in a chosen market. Because each
county has its own standards and regulations, it is important for the business to possess the space
and equipment needed to manufacture the product according to the needs of specific location. Also
products that are unique in nature have a better reception in future markets. Such products include
patents, superior quality, cutting edge technology and adaptability.

(F) Quality Accreditation: Before exporting, the business needs to ensure that it will be able to achieve
the strict international quality accreditation. Some countries have strict governmental regulations
that require special testing, safety, quality and technical conformity measures.

(G) Financial Strength: Any business that is going to expand overseas will need strong financial
resources. This is to ensure that the business will be able to cover any extra costs that arise due to
international expansion without destabilizing the domestic market. Ideally, export development
should be viewed as investment as it is not a short-term process. It is important to be familiar with
credit terms of the chosen market and to ensure the presence of a good working capital to cope
with them.

(H) Legal Strength: The business needs to be ready with a legal team that can guide it through the
legalities of export laws in a foreign country. Legal and tax implications of exporting and intellectual
property rights are among the few issues that the business needs to be ready for.

(I) Infrastructure: Appropriate infrastructure is also very important to determine a business’s readiness
for exporting. The business will have to cope up with demand from domestic market as well as
international market and therefore it will need spare capacity for increased production, available
finances to fund export development, administrative personnel to deal with increased workload and
distributors or agents in chosen market. These infrastructure components need to be in place before
a business thinks of exporting.

(J) International Trade Experience: For any business to be ready to export, it needs to assess its
international trade knowledge which is a must know how for exporting. There are a wide range of
issues that the business needs to familiarize itself with. These include documentation required for
exports, foreign currency, export permits, etc.

(K) Motivational Factors: It is upon the business to assess what motivates it to expand in an
international market. Some motivational factors could be: long-term expansion plans, exploitation
of unique technology and expertise, etc.

The Business Export Assessment Readiness Plan can, thus, be essentially summarized as below:

Once the business seems export ready, the next step is to design the export plan to complete the businesses
process of readiness towards export. The purpose of the export plan is to assemble important facts such as
goals and constraints and then to create an action statement that takes these facts into account. Many
companies begin export activities without having a proper action chart and because their early efforts are
poorly managed, they are unsuccessful. It is important to formulate an export strategy that is based on
proper assessment and complete information as this increases the chances of success and ensures that
resources will be used effectively. Ultimately, the business can address these final questions for its
management to decide:

(a) Which countries are being targeted for export purposes?
(b) What special challenges pertain to each market and what strategy will be used to address them?
(c) Have you created a marketing plan for expansion into your target market?
(d) What specific operational and administrative steps will be taken and when?
(e) Which products are selected for export development and what modifications are being made to

adapt them according to overseas market?
(f) What will be the time frame for implementing the export strategy?
(g) What will be the cost in time and money for each element?
(h) How will the end result be evaluated?

The above few key factors and the questions for the export plan form the basis of a business’s readiness
when it comes to exporting. These factors make it easy for any business to determine if it is ready to foray
into the international markets. In short, the distinctive quality of an export ready business is that it has the
requisite commitment from management and it is prepared to fund exporting activities. It understands the
added demands of an international business and the pressure that it can place on existing key resources. It
has realistic expectations regarding rate of return on investment and is prepared to modify products and
services according to local market conditions. Therefore, an initial stage of evaluating the export readiness
of a business includes a careful review of the infrastructure, sales and marketing strategies, operations,
administrative, research, legal and financial readiness.

Export Questionnaire

This questionnaire highlights characteristics common to successful exporters. Many of
these questions will guide you into areas of our homepage where you can obtain more
information on exporting. You will receive a score once you complete the questionnaire,
which will help you to assess your export readiness, as well as an identification of areas
your business needs to strengthen to improve its export activities.

1. Does your company have a product or service Yes No
that has been successfully sold in the Yes No
domestic market? Yes No
Yes No
2. Does your company have or is your company Yes No
preparing an international marketing plan Yes No
with defined goals and strategies? Yes No

3. Does your company have sufficient
production capacity that can be committed to
the export market?

4. Does your company have the financial
resources to actively support the marketing of
your products in the targeted overseas
markets?

5. Is your company’s management committed to
developing export markets and willing and
able to dedicate staff, time and resources to
the process?

6. Is your company committed to providing the
same level of service given to your domestic
customers?

7. Does your company have adequate
knowledge in modifying product packaging
and ingredients to meet foreign import
regulations and cultural preferences?

8. Does your company have adequate Yes No
knowledge in shipping its product overseas,
such as identifying and selecting international Yes No
freight forwarders and freight costing?

9. Does your company have adequate
knowledge of export payment mechanisms,
such as developing and negotiating letters of
credit?

2. Market Research and Analysis

A business is ready for exporting only when it has determined that export fits in its long-term business goal
plan. Entering an international market is not easy and needs a lot of work. The foremost important step is to
assess the markets that you intend to enter into and research them thoroughly to fit your business needs.
Researching a viable market is the most vital step in selecting the export destination. Knowing how
international markets work and who your competitors are will help the business to function competitively
and successfully. In general, market research provides businesses essential information on customer,
competitors and market. Similarly, success in international markets depends on the international market
research, which is especially important during the business-planning phase. International Market Research
provides a base for strategic decisions and the information needs to be available fast and with the right
filters.

During the planning phase of market research for international markets, there are two important questions
that need to be addressed:

(a) What does the business hope to accomplish by expanding into international markets
(b) What to do and what not to do when expanding your business in foreign markets and how to avoid

cross cultural blunders

Market research for international market involves finding out important information such as the demand
for the product, the price point, the competitors, the government initiatives, cultural sensitivities, language

barriers (if any), laws and regulations, etc. It is also important to research because it makes the business
aware of the risks involved in an international market and helps the business prepare strategically for the
same. Macro-economic indicators such as GDP growth, inflation, per capita income, employments rates,
etc., can provide the business with all the necessary information it needs to set its base in a country other
than its home country. During market research, these are 5 main steps to take when conducting research
for exporting

(a) Identify potential export markets for your product or service
(b) Analyze each potential market
(c) Look where your competitors are based
(d) Understand Religious and cultural practices
(e) Understand Custom requirements & quarantine restrictions, Licenses, Free Trade agreements,

Tariffs, etc.

The first step is obviously to find the target market. A target market can be easily found by a thorough
country assessment that examines country’s geographic, demographic, economic, cultural, political, legal
and infrastructure framework. This can also be done on the basis of the international markets that the
competitors are expanding in. Once the business is able to establish where the competitors are exporting, it
becomes easier to investigate and identify export trends and growing market for the product and/or
industry.

After defining target markets, the business should focus on market assessment, which should involve
examining the size, characteristics and projected growth of the target market. This should also include a
thorough research on the competitor’s products, prices, marketing methods and distribution channels. This
will help the business enter the international market more successfully, effectively and competitively. Also,
consider the following key factors when assessing the target market for they define the extent of expansion
possible in the international market:

(a) Market Characteristics: The Market Research needs to focus specifically on the size and growth,
seasonal trends, absolute and comparative advantages, etc.

(b) Competitive conditions: While doing any international market research it is very important to know
who are your competitors in the market. To profile the competitors on basis of product and price
and domestic and foreign will help the business to align the goals and objectives accordingly.

(c) Financial, Legal and economic conditions: For any business the most important challenge that it
faces in an international market is the new economic climate and the financial constraints. The
business has to be aware of the cost of doing its business in specific markets. Tariffs, Barriers to

Trade, Foreign Exchange, currency stability, local labor laws, intellectual property protection laws,
consumer/ environment legislations, etc.

While expanding internationally, it is also important to research on the religious and cultural practices for
they are sensitive issues and can determine how a business runs and survives in an international market.
Cultural and religious blunders can hinder the effectiveness of the business. Different cultures respond
differently to the product and to the business in general. Cross cultural communication difference will
influence everything and if the business does not familiarize itself with the cultures, then it will be in for a
shock.

Beyond this, it is important for the business to be aware of various legal and financial laws and regulations.
The target market has to be well researched for exporting licenses or certifications needed; tariffs and tax
regulations that could impact the business and most importantly information on custom requirements and
quarantine restrictions. Market research for these particular items helps the business to be prepared legally
and financially.

Most importantly, it is the product and its demand that drives the market research to its conclusion. It is
important for the business to initiate a market research to be aware of the product that will have a chance
of better reception in the market. Mostly, products that are unique in nature are patented and are of
superior quality, have a better chance of doing well in the international market. However, research helps in
identifying what the customer really wants and a decision on the choice of product to be exported on the
basis of it. For example: Certain colors or designs may be acceptable in one country and may not in another.
In such a situation, market research lets the business management be aware of the challenges the product
could face in the targeted market. Also, it is very important to research distribution channels at this
juncture. The working of the distribution channels or the vendors might differ between those of home
country and in that of an international market. It is important for the business to conduct market research in
order to carefully assess their operations, financial situations, market knowledge, marketing plans, technical
ability, other products they may represent and their company background.

A business can research an international market by using both primary and secondary data sources. Primary
data research is conducted when the researcher collects the data directly from the foreign market locations
through interviews, distributors and agents and potential buyers or customers. The benefit of primary
market research is that it is tailored according to the specific needs of the business. Even though it is more
time consuming, complex and expensive, primary market research will help the business in the long run.

Secondary data research is when the researcher collects data from ‘secondary’ sources. In this, the
international market researcher does not visit the targeted foreign location but uses trade statistics,

Internet, trade magazines, published journals and business articles. This method of market research is
inexpensive and helps the business to weed out countries and markets that are not suitable. The only
problem with this research is that it may not reveal the true specifications of the market, the information
can be outdated and distorted and may even not be specific to business needs.

In conclusion, Market research is very important for any business that is choosing to expand into the
International foray. While there are many variables to consider while conducting an export market
research, the main factors are to identify market potential, the competitive environment, ease of market
entry and the presence of qualified agents and distributors.

3. SWOT Analysis

It is very important for any business that is thinking of expanding its presence into international markets to
examine the strengths, weaknesses, opportunities, and threats (SWOT) for the expansion process. In many
respects, a SWOT analysis is an integral part of the strategic planning stage of the internationalization
process. A SWOT analysis acts as a report card for the business and helps to isolate the strengths and
weaknesses of an export strategy. SWOT also indicates to the business, the opportunities or threats that it
is mostly likely to face in its targeted markets and hence effective in strategy formulation and selection. The
SWOT process can be broken down into three activities:

(1) A thorough internal analysis of the firm’s strength and weaknesses
(2) A complete business analysis of the firm’s industry focusing on entry barriers, price points,

substitute products, customers and competitors
(3) A macro analysis of the opportunities, risks and threats that could be potential in a targeted market.

For a small business to apply its own SWOT analysis it should start by creating a heading for each category –
‘Strengths’, ‘Weaknesses’, ‘Opportunities’ and ‘Threats’. Under these heads, relevant aspects of the
business and the targeted market environment should be listed. The following diagram illustrates how the
SWOT analysis can be conducted.

A SWOT analysis can be very subjective and is an excellent tool for a business when it is choosing to expand
to a new foreign market. It is a tool that can be successfully used prior to expansion and helps in developing
a business expansion strategy, a risk aversion plan and lets the business be prepared for what it can expect
in a new market. Furthermore, a SWOT analysis can be used to efficiently and effectively convert the
weaknesses into strengths, to utilize the available opportunities to the maximum and to be prepared for the
threats in order to reduce the losses.

Every business differs and therefore so will its SWOT analysis. The following is a broad classification of the
most common strengths, weaknesses, opportunities and threats that a business in general faces when it
choses to expand in a foreign market.

(1) Strengths: The strengths of a business are its resources and its capabilities to use these resources

for developing a competitive advantage. If the business finds itself possessing these strengths, it

should find itself at an advantage when it choses to enter the international market. A few of these

strengths are:
- Strong Brand names
- Robust Domestic market
- Good Reputation among customers
- Excellent Infrastructure
- Patent Protection
- Exclusive access to high quality resources
- Cost advantages
- Favorable access to distribution networks













(a) Political Risks: Political risk can be defined as the risk of losing money due to changes that occur in a
country’s government or regulatory environment. While most of the countries where the business is
likely to be expanding have stable governments, there are many concerns that it may have to confront.
All member nations of the world trade organization are committed to free trade but protectionism still
exits. Tariffs and quotas may place restrictions on the businesses’ ability to trade. Import and Exports
licenses, custom duties and laws regulating currency control are requirements that must be explored.
Each country has a different political and legal system. Thefts of intellectual property and illegal knock
offs are facts of life, so the business needs to be prepared. Acts of war, terrorism, trade barriers and
military cops are all extreme examples of political risks. Every country is characterized by diverse
political and legal systems that pose significant challenges for company strategy and performance, as
managers must adhere to business laws and regulations. Preferential subsidies, government incentives
and protection from competition reduce business costs and influence strategic decision-making.

(b) Financial Risks: One important risk of engaging in IB lies with exchange rates. This is not a factor when
the business is all-domestic, but when the buyer has another currency; then the business must protect
itself against losses due to exchange rate changes. Foreign exchange markets are fairly stable and
barring an international crisis, the risk is not great. Managing international transactions requires extra
precautions about payments. If the buyer is abroad then the business must take steps to assure that it
will be paid. Foreign credit insurance and letters of credit can alleviate much of the risk of selling the
products in overseas markets, since they will provide the business with the knowledge of the buyer’s
ability to pay.

Financial risk is also posed by an exposure to unanticipated changes in the exchange rate between two
currencies. The exchange rate between currencies fluctuates over time and can lead to unexpected
gains or losses. Currency exchange rate risk includes transactional exposure, economic exposure, and
translation exposure.

(c) Economic Risks: There are several economic issues that the business must deal with when engaging in
international operations. If the business is importing materials or products, it must take extra
precautions to ensure timely delivery. Geography and economic conditions in the country the business is
dealing with are important factors. Mountains and oceans create international barriers that must be
worked into the business plan. Economic stability may be an issue if the transactions involve third world
nations. Even if they are politically stable, they may lack the infrastructure to provide a sound economic
environment. Economic risk is also the risk associated with a country’s financial condition and ability to
repay its debts. Economic indicator movements in the foreign country such as GDP, unemployment,
purchasing power, inflation, etc., are important measurement for economic risk.

(d) Cross Cultural Risk: Difference in languages, lifestyles, attitudes, work ethics, customs and religion,
where a cultural miscommunication can jeopardize everything. Cultural blunders can hinder the
effectiveness of foreign manager. Language – critical dimension of culture, Language differences impede
effective communication, - cultural differences may lead to suboptimal business strategies.

(e) Poor Quality Risk: Exported goods can be rejected on the basis of poor quality. Therefore it is always
recommended that products be checked before being exported. It is better to allow for an expansion
procedure that protects the exporter, the distributor and the final consumer.

(f) Legal Risks: International laws and regulations change frequently and therefore it is very important for
an international business or an exporter to draft a contract in conjunction with a lawyer or legal firm of
that country, thereby ensuring that the exporter’s interests are taken care of.

(g) Unforeseen Risks: Unforeseen risks in the event of natural disasters floods, earthquake or an act of
terrorism may cause damage to exported products. It is therefore important that an exporter ensures a
force majeure clause in the export contract.

Export Risk Management Plan

Once the business is aware of all the risk that it could face in an international market, it needs to have risk
management plans that will help the business to broaden its risk profile in the foreign market. The risk
management plan should be simple and clear for a small business. The four basic elements of the risk
management process are:

(a) Identifying the risks and establishing context
(b) Assessing the probability and consequences of risks
(c) Developing strategies to mitigate these risks
(d) Monitoring and reviewing outcomes

Thus, before investing in a foreign country, investors should assess the possibility of the investing country’s
political risk (the stability of politics and attitude towards foreign investment) or estimate the foreign
country’s current economic condition and future development via foreign country’s GDP, unemployment
rate, purchasing power, and inflation. In International markets there are more risks to carry; however at the
same time, there are more potential gains the business can receive. Before setting up an international
business perform due diligence on the country’s economic, political and cultural condition.

6. International Business Development & Lead Generation

The International Business environment has radically changed over the years and so has the lead generation
strategies. Lead generation is a process through which the business can generate a steady flow of sales leads
and hence produce effective and efficient results. Businesses today are more educated, more
knowledgeable and more sophisticated and are more connected to the sales team than ever before. When a
business enters a new foreign market, the business has to ensure that its new buyers who are sophisticated
and yet overwhelmed about the new product or service are educated as well. Also, at the same time, the
lead generation strategy has to work past any limitations for the business to develop and expand
successfully in a foreign market. The main lead generation strategies need to be made according to the
industry standards in order to meet the demands of the targeted market.

The first step in the evolution of international business development and lead generation strategy is to
create compelling content and use the content to convert visitors into leads. There are five strategies that
will help the business to generate qualified leads and also strengthen the international units of the business.

(1) Compelling Content: Buyers in foreign market are very different from those in domestic markets. They
are more aggressive; rapidly absorbing information and insights through online and offline assessment,
perceptive and vocal about their needs and wants. It is very important to target these buyers and give
them compelling reasons to not switch to another vendor for their needs. White Papers, Blog entries,
Social media, buyers guide, success stories and case studies are important content deliverables that can
be created by the business to garner interest and generate leads. This also includes tools used to
generate traffic to websites, blogs, SEOs, PPC and social platforms. It has been found that the businesses
that are able to create valuable content are able to generate 67% more leads per month.

(2) Provide Quality Programming: The buyers or the leads in this case need to be educated if a new product
is entering the market. Webinars, workshops, seminars, conferences, trade shows, podcasts, and videos
are some of the pathways to create a product or service programming in the mindset of the target
audience. This way the content that the business develops and delivers in static documents and
presentations becomes relatable to the buyer. Also, if the business is able to record these events and
post them on its website and social media channels; the lead generation benefit will double.

(3) Engage Prospects Socially: Outbound calling in general is not dead. If the business manages to collect
information about its target buyers and the target markets, then they can create a number of touch
points prior to making a call. An outbound lead generation team engages prospects online through
LinkedIn, Twitter, Facebook, etc., who can follow up with the prospects which will lead to meetings,
time and again.

(4) Perform Valuable Research: Research is a very important Lead Generation strategy. More often than
not, it forms the basis of a successful lead generation strategy. The two benefits that a business derives
from research are:

- Research related to the changing trends in the industry, emerging issues or changing trends in needs
and demands of the consumer, help the business make better business decisions and also make
effective business expansion & development strategies

- The information and data that is collected should be converted into valuable insights to make it
attractive to customers and prospects.

Thus, the valuable insights so developed become the basis for new exciting content that can
generate leads – while also enhancing the brand position at the same time.

(5) Partner with Customers: Buyers are more sophisticated and more knowledge driven and that is why
they look for valuable information from the qualified and intelligent businesses. However, more than
that, they prefer actual success stories and real world case studies about and from people who are more
like them – i.e. other buyers. If the business manages to engage its top customers to be interviewed,
write a guest post on its corporate blog, co-author an industry article or contribute to a new white
paper, it will lead to prospective customers to believe in the strengths of the business and will give the
business valuable and high quality content. This way the business can expect customer relationships to
strengthen in the highest regard.

Reaching the audience with the right offer and the right message is the key to success. Here is a list of some
highly effective lead generation strategies that can be used to generate many qualified leads and clients for
the business. These are simple and cost effective and the business can implement them as soon as it is able
to build a team for lead generation in the targeted foreign market.

(1) Direct Mail: Direct Mail is a flexible medium that allows a business to access otherwise inaccessible
prospects in a manner that is 100% consistent.

(2) Effective Advertising: The advertising should be carried out through media channels that reach a
sufficiently large number of people, the thrust of the communication needs to be in the prospect’s
interest and not the businesses and the prospects need to be given enough information and
education along with something appealing that will get them to respond.

(3) Referral systems: The business should encourage its existing customers to recommend other
prospects to seek out the products or services. Referral systems make life easier and more
professional and in return bring higher profits and increased customer loyalty.

(4) Word of Mouth: Word of mouth marketing is the most persuasive and powerful lead generator
there is available to any business.

(5) Telemarketing: Telemarketing is flexible in scope and message and works well with direct mail as it
allows you to identify prospects and reach them directly through two media channels. It is an
enormously effective way to advance the businesses relationship and to gently nudge the prospects
to a purchasing power decision – which can increase your sale results by 20 times.

(6) Digital Marketing: A highly efficient step-by-step strategy is the Internet that is now an essential
element in any business communication. Social media, World wide web, Blogs, Podcasts, etc.,
maximize exposure and deftly converts prospects into customers.

(7) Exhibitions & Trade Shows: If the business is able to, it should definitely participate in trade shows
and exhibitions where it can display and sell their products and services directly to he prospects. If
the business is able to master the art of exhibiting, it can generate immense rewards.

The most successful lead generation channels are those that can offer a high degree of targeting. Market
research shows, ranked in order of effectiveness; outbound telemarketing, email marketing and digital
marketing deliver the best results possible for lead generation. Subsequently, primary reasons for the failure
of lead generations are inadequate internal business issues and budgets. If the business manages to
successfully implement an adequate lead generation plan, the business will have success in expanding into
the overseas market. Lead generation is fundamental to International Business development and achieving
top line revenue growth. Any business that is expanding in the foreign market needs to invest more in this
area.

Key findings in a successful lead generation process show that:

- Businesses that communicate 4 or more times with their sale prospects are 2.5 times more likely to
meet their targets

- The more sales people the business employs, there is a better chance to meet lead generation targets.

- The most successful sales lead generators comes from financial services, business and professional
services and technology

- Lead generation frequency and performance varies by region

There are many factors that contribute to the lead generation in an international business, but the biggest
factor is developing a team that collectively intends to achieve this goal. Once a focused team is in place, the
business can develop a strong lead generation strategy consistent with the strategies.

7. Trade Show Representation

Trade shows are important marketing tools that are able to reach a huge target market at one go. Over the
years organized trade shows have provided an even playing field in which small business and large ones
come together to determine the trade show effectiveness. Trade shows are considered as vital
communication technique for all those companies that operate in international markets. They are a huge
platform to discover which markets will be lucrative for your business- and to know how to sell yourself to
prospective buyers. Making them an integral part of the marketing communications strategy of an export
business enables companies in developing customer relationships, offering possibilities for sales and sales
promotion; undertaking and maintaining good international business relations; monitoring international
competition, as well as, minimizing entry barriers in new markets. The two major trends in international
trade shows are growth and specialization. Exhibitions help firms obtain representation if they are new to
the market and help firms already in the market to increase their share or introduce new products.
Major reasons for businesses to participate in trade shows include building awareness, introducing new
products, reach customers cost effectively, generate additional sales, gain information about competitors
among others. Trade shows bring together suppliers, buyers, and the media among others. Exhibitions being
a direct fact-to-face medium provide a good platform. Participation in a trade show can serve multiple
purposes while attaining several objectives of promoting a company.

Figure: Trade Shows for Organizations
Trade shows are a cost efficient, quick way to promote exports and to gain a global view. They deliver a high
quality audience to exhibitors in an extremely efficient manner. This is particularly important in an overseas

context where it is even more expensive to communicate with a customer or a potential customer and
where other forms of promotion may be restricted. Overseas markets can be developed by businesses by
participating in trade shows as foreign buyers attend these. Many active exporters participate regularly in
shows held overseas, in order to learn more about the buyer’s needs and to seek potential customers.
Exporters who are more committed to international markets and who have overseas partners, licensees and
subsidiaries may focus more on non-selling and image building activities at international shows. Exhibiting at
a trade show can be a great way to advertise to a target market and create brand awareness.

Increasing country-specific experience at such shows leads to better understanding of market mechanisms
and a network of personal contacts. Consequently, product decisions, distributor choice and communication
with market participants are improved leading to better performance. Participating in international trade
shows can provide Indian exporters with valuable information through overseas experience and personal
contacts. Thus, exporting barriers can be overcome to some degree through international trade show
attendance.

Indian companies have started to assert themselves in the global market through the export industry. In
such a scenario, international trade shows provide the ideal vehicle for export promotion. Trade shows are
ideal for expanding market knowledge, establishing products and interaction with new and former clients.
Data on international trade events are available on Government sites.

REPRESENTING AN INTERNATIONAL BUSINESS IN A TRADE SHOW
Trade shows present a wealth of opportunities to promote businesses, their brands, and their products and
services. Attendees of a trade show have a genuine interest in the products and services on display. The
following are 7 ways in which businesses can effectively market themselves at a trade show:

1. Attention. Attract attendees to its booth through banners, banner stands, giveaways, contests or prize
drawings, literature, and interactive elements such as touch screens to gather customer information,
demonstrate a product, or conduct a survey. Key sales and marketing messages, eye-catching signage,
informative literature, appealing giveaways, and engaging elements will generate a higher volume of
booth traffic.

2. Research. While it is important to thoroughly plan a trade show booth, it is equally as important to
conduct some research long before trade shows take place. A business should determine which trade
shows are appropriate for its business sales and marketing goals and carefully evaluate the details of
each trade show including: the number of businesses who exhibit, the average number of attendees
(potential customers), attendee demographics by job function, and so on. . Some of the important
criteria include relevancy, a solid website, active social media channels, big name speakers, past media
coverage and the profile of the attendees. If possible, companies should interview businesses who have
exhibited in past years, and ask for their feedback and opinions about the event. Exhibiting at trade
shows can be costly. You need to research all details and gauge which trade shows will yield the highest
return on investment.

3. Registration. Once a business has decided which trade shows to participate in, it should register as early
as possible.

4. Objectives. A business should set objectives for itself and its trade shows and its booth staff at the trade
show and create a list of objectives in order of their importance.

5. Publicity. An international business should advertise its attendance at the trade show through a direct
mail piece to confirmed attendees (or a targeted list drawn from the list of confirmed attendees); and
announce it on its website, through email campaigns, newsletters, blogs, social media sites, and email
signatures.

6. Preparation. Businesses should make sure to bring a good amount of supplies to the trade show so that
they do not run out of important literature, brochures, business cards, and giveaways. Research should
be reviewed to know the number of attendees and the percentage of those attendees who may visit its
booth should be calculated to bring that number of materials. Businesses should make sure that their
staff is knowledgeable about the company, current and new products and services, market trends, and
competitors, so they can carry on an intelligent conversation with prospective customers. Staff should
be encouraged to interact and engage with attendees, gather contact information with the leads
qualification survey, and visit competitor booths.

7. Follow up. Following up on leads made at shows is of paramount importance. They are as fresh as leads
come, and the business will still be alive in the mind of the would-be customer. Exploiting these golden
leads will, if not result in a direct sale, cement the relationship with a business and/or potentially add
value to its network.

A business should only attend an exhibition if it fits in with its overall plan and assists in obtaining its set
objectives. Two sets of objectives are: selling and non-selling. Non-selling objectives include identifying new
prospects, servicing current customers, enhancing corporate image and gathering competitive information.
Selling objectives include introducing new products, selling at the show and new product testing. Managers
usually view non-selling objectives as more important. While sales are always the ultimate objective,
important intermediary objectives of committed and experience exporters are supporting the efforts of
overseas partners and improving the global image of an international business. The decisions to be made by
an exporter before attending a show involves selecting the right show in which to participate from the
multitude available, budgeting for the international trade show, and ways of displaying merchandise and
staffing the booth.

To develop a strong global orientation, Indian exporters should continue participating in international trade
shows. Managers can benefit by gaining valuable market knowledge and building relationships with
prospective buyers. Through careful planning, the use of committed and knowledgeable staff and adaption
to market demands, such shows can prove a huge success.

8. Due Diligence

Due Diligence refers to a comprehensive appraisal of a person or business undertaken by a prospective
seller/buyer, prior to signing a contract, especially to establish its assets and liabilities and evaluate its
commercial potential. It is a process of thorough and objective examination that is undertaken before
entities enter into major transactions. It is an act with a certain standard of care and one of its key objectives
is to minimize, to the maximum extent practicable, the possibility of there being unknown liabilities or risks.
The exercise is multi-dimensional and involves investigation into the business, tax, financial, accounting and

legal aspects of the entities involved. It can be a legal obligation, but the term most commonly applies to
voluntary investigations.

In a time when off-shoring is attracting scores of opportunities with companies seeking foreign businesses,
due diligence has become a necessity more than ever. Due diligence is crucial for a company expanding
internationally as up-to-date market intelligence is essential for the business to target the best international
market opportunities and make informed business decisions when evaluating potential overseas business
partners. Due Diligence of international buyers is required if a business wants to avoid the risk of ending up
without the product or without money or without both when doing international trade. International trade
scam and fraud is on rise with development of digital technologies. Due Diligence, in this scenario, involves
multiple checks on the individual or the company that the company’s intends to deal with to make sure that
the individual or the company are who they claim they are. It will comprise of a comprehensive investigation
of the capabilities, legitimacy and financial strength of a potential international buyer while relying on useful
informal gleaned from government, industry and financial contacts, the local press and other sources. The
business will seek sufficient information to enable it to make a decision as to whether to proceed with the
transaction, and if so, at what price.

The due diligence process usually commences with a preliminary questionnaire being sent to the proposed
buyer. This questionnaire will seek to identify and evaluate the commercial and legal matters which are
material to the decision whether or not to proceed with the business proceed. It will typically involve a
thorough examination of the following aspects of a potential buyer’s affairs:

1. Credit Check: A check performed on the credit worthiness of the international buyer to ensure that it
has the means necessary to cover its leveraged positions in the trade. The assessment of
creditworthiness can be undertaken on the domestic business’s behalf by a local reference agency.

2. Background Check: A background investigation to look up on the public records of the international
buyer along with a commercial assessment consisting of a review of the industry, market, and business
model of the buyer.

3. Reputational Check- Review the reputation of the buyer along with that of individual counterparties.
The help of the local agency can be taken to collect press cuttings and other published materials about
the potential buyer’s past activities. A local accountant might be able to arrange for a technical expert to
appraise the caliber of the firm’s managerial, technical and marketing capacities.

4. Reference Check: Contact employers, associates and other connections of the potential buyer to verify
qualifications or credentials. Reference can be taken from the buyer’s bankers and from with which the
buyer in question already has a credit account.

5. Criminal Record Check: An investigation of the foreign buyer’s criminal history.
6. Legal Due Diligence: A review of documentation to identify potential legal issues that may be

risks/impediments to the transaction or in the general operation of the Buyer that may affect the value
or consideration in connection with the transaction.
7. Restricted Parties Record Check: A check to determine whether the international buyer features on any
“denied parties” lists.