Welcome
The Abstract
Thesis Introduction
The Aim
Background to the Research Topics
The Research Topics
The Targeted Audience
Disposition
Research Approach
The Thesis in Context
Export Guide Construction
Questionnaire Construction
Information Gathering
The Export Guide
Introduction to the Export Guide
Export Guide Overview
Export Readiness
Trade Condition
Foreign Market Analysis
Questionnaire
Research Results
Export Readiness
Trade Condition
Foreign Market Analysis
Discussion
Export Readiness
Trade Condition
Foreign Market Analysis
Conclusion
Export Readiness
Trade Condition
Foreign Market Analysis
The Next Step
Supplements
Introduction to Sunfoods and Konnyaku-Chips
Site Map
The Complete Interview Answers
Glossary
Sources
Research Approach
The Broad Scope of the Thesis
The thesis is concerned with international marketing from an initial stage. In other words, it is assumed that no previous research concerning the studied export venture has taken place hitherto. One purpose of this initial research is to detect possible obstructions to the export venture and to identify factors concerning the project, which might need to be studied in greater depth. This in turn is meant to give the company in question an outline of the basic conditions concerning the export proposition. To accomplish this, three areas, the company, the trade condition between the home country and the host country, and the foreign market are screened. The fact that the thesis has an international outlook further adds to the broadness of the thesis. International marketing can be considered to need a broader scope in order not to overlook the additional research factors which for the domestic marketer may be known since earlier: 'A basic difference between domestic and international market research is the broader scope needed for foreign research'(Cateora&Ghauri 2000, 146) For instance import and export regulations, unknown cultural factors and political stability may fall outside the factors typically studied by the domestic marketer. However, these factors may be considered essential to take into account for the international marketer. To focus the research sufficiently and to have a satisfactorily broad scope, in order not to neglect relevant data, are two opposing factors in market research.(Cateora and Ghauri 2000, 147-148) This is also a concern for this essay which is characterized by its broad scope.
Rationale Behind the Broad Scope
The main disadvantage with a broad scope can be said to be that it incorporates less research focus. Naturally one perceived option could be to narrow down the research areas and focus on for example only the import rules and regulations that apply to the host country. However, if the company itself is not export ready, in other words does not have the resources etcetera necessary to export, information regarding possible host countries may not be of much use to the company. Likewise, the company's export readiness, can be said to be related to the other areas, which are studied in the thesis. For example, whether a company has sufficient economical resources to conduct export may depend on the host market's characteristics. For instance, a company with very limited economical resources may be more vulnerable to risk and therefore not ready to export to a country deemed to have high political risk. In this initial stage of the export research it may thus be considered most effective to scan several fields that may influence the export venture in order to get a general picture of the export venture's conditions. More focused research may later take place in order to receive additional information regarding topics brought forward by the initial scanning.
Scientific Research Approach
In the thesis, export-planning research is conducted with a qualitative approach. In the thesis only one export venture is studied and a qualitative research approach has been chosen in order to allow for thorough information gathering through comprehensive interviews and literature studies. Moreover, the qualitative research method may be said to allow a more free exchange of information and this may be considered necessary in order for the research topics to be answered. For instance, it might be considered difficult to study the company's goals and commitments, using a quantitative method. In addition, the quantitative research approach is claimed to be less suitable for research with a broader scope.(Holme and Solvang 1997, 14) The qualitative research approach, on the other hand, may be considered to allow for the broader information gathering, which can be considered necessary for the thesis.
The Thesis in Context
The Dynamism of Export Planning
In the thesis export planning for Sunfoods is carried out with an Export Guide as a frame of reference. The Export Guide is meant to serve as the initial stage of an export planning process. In this section of the thesis, some possible routes that export-planning processes might take are illustrated. However, export planning processes are dynamic and depend on the nature of each export project.(www.unzco.com/basicguide/c1.html) The aim of this description is therefore not to give an exclusive picture of the viable courses of export planning. Rather, this description is meant to give a picture of where the thesis belongs in context.
In the Case of Negative Research Results
If the Export Guide research gives negative indications regarding the export venture, the company may need to adapt its actions according to this. For example, if the research indicates that the company is not ready to export, the corporation need to consider what can be done to achieve export readiness and if this can be achieved at a reasonable cost. The choice of host country and even the decision to export may need to be reconsidered in this case.
In the Case of Positive Research Results
If the Export Guide research gives positive indications regarding the particular export venture there are a number of possible routes the export planning process may precede, depending on the available resources and other factors. The picture below is meant to illustrate some of the courses this process may take.
The picture demonstrates that it is possible to carry out export research to different degrees. Some businesses might choose to rely entirely on the Export Guide research, other companies might choose to carry out further research, send a trial shipment or both. Which route of the Export Planning Process the company chooses might depend on the available resources, the cost of carrying out research, the size of the export venture, and the results of the Export Guide and other aspects.
The thesis merely performs export planning within the boundaries of the Export Guide. To which extent Sunfoods should perform export planning is not discussed in the paper as this is considered to be outside the boundaries of the thesis. The significance of the thesis for Sunfoods export planning process is thereby left to the management of Sunfoods to decide.