Export marketing plan is a part of the overall business plan of a firm. Every business plan should start with firm’s vision. Vision refers to the personal values and the core purposes which are sought to be achieved through business. It is important that the owner of a firm recognizes his personal values and core purposes in the way the firm is conducting its business. It is a proper way of transferring his personal ambition to his business. This makes for 90% of the success of the business firm.
The vision should be given concrete shape in the form of business plans. The transformation of vision – a dream into concrete plans – is called a strategy. The vision could be “being the best” or “being the biggest”. This vision should be reflected in functional plans drawn for various functional areas of production, finance, research, human resources and marketing. Export marketing plan is the most interesting part of export business plan. A good product can be completely plan is the most interesting part of export business plan. A good product can be completely spoiled by bad marketing (particularly, the promotion). It is thus, important that when a business firm has decided to start its export business then it must formulate an export strategy i.e. a blue print for competing with the firm’s competitors in the target export market. In the development of such an export strategy, import regulations and other trade barriers must be taken into consideration as they have a critical impact on the outcome of the export venture.