Method of export strategy formulation for manufacturing or trading company
2005
T. Veselý
The objective of the paper is to present one method that solves the problem of election of a suitable export strategy using method of multi criteria evaluation. The initial hypothesis assumes limited financial and personal resources of a company generating necessity of incremental penetration to export markets with dependence on budget and expected results. The method also assumes individual choice of a single export strategy for each market. Number of formulated export strategies equals to the number of penetrated markets. The process of formulation of a new strategy consists of two steps. In the first step, an export market is chosen and in the second step, one of the export strategies is attached to the export market. The company management according to the company orientation and the management experience creates criteria for market selection. The method is supported with software that leads the company management through the entire process of export strategy formulation. The final order of suitable export strategies for the chosen market allows management to elect the best ranked variant or discuss about the order of export strategies and justify the diversion from strict mathematic evaluation of entered data.
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