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
Export Guide Construction
Reasons Behind the Construction of a New Model
The reason behind the construction of a new model is that the existing export guides found either were considered to consist of massive amounts of text with little user-friendliness or lack in comprehensiveness. The purpose of constructing the Export Guide is thereby to design a comprehensive but yet user-friendly Export Guide.
The Sources of the Export Guide
The Export Guide is designed in accordance with a number of sources, out of which the Canadian governments, Team Canada Inc Publication, 'A Step-by-Step Guide to Exporting' may be seen as the most influential one. However, the guide also leans against export marketing publications provided by the Australian government, the Danish government, the Norwegian government and the British government. Marketing literature concerning export planning also adds to the design of the Export Guide. The research areas covered by the Export Guide are a careful selection of areas based on a comparison of available guides and manuals to exporting.
The Concept of the Export Guide
The possible success of a market venture abroad depend on a number of factors which need to be studied in order to evaluate opportunities and risks associated with the venture.(http://www.austrade.org/generic_template/0,1053,MetaRDI%3DPWB1146570,00.html 2003-02-22) In this paper the success factors are divided into two groups according to how easily information about the success factors can be found. The success factor groups are:
1. Success factors that can be researched from the home country at a low cost, with little financial- and personnel involvement,
2. Success factors that need greater financial- and personnel involvement and which are likely to include primary research in the host country.
The reason behind this classification of success factors is economical as well practical. If type one factors are studied before type two factors it can be claimed that the risk of wasting large amounts of time and resources on fruitless export research can be reduced. The export Guide is solely concerned with type-one success factors as the Export Guide is meant to be a guide to export research from an initial stage. The Export Guide thus suggests that export research that can be carried out from the home country at a low cost, should be performed first, as this may be considered most economical:' 'Careful preparation at home is the difference between export success and failure.'(http://strategis.ic.gc.ca/SSG/sc01312e.html#environment 2003-02-05) It may be advisable that the company continues into one of the more expensive steps that may follow the Export Guide, only if the Export Guide's inexpensive research gives positive indications regarding the export venture. The model has thus been constructed to prevent the company from wasting of valuable resources on expensive foreign research where basic low-cost research might indicate that the fundamental conditions do not permit a profitable business enterprise.
A Guide to Research Based on Primary- and Secondary Sources
The fact that the Export Guide is a guide to research concerning type one factors means that the Export Guide mainly is a guide to research based on secondary data concerning countries and primary data concerning the organization. As a matter of fact, in reality market research is often based on secondary sources:'Because of the expense of primary market research, most firms rely on secondary data sources.[...]Working with secondary sources is less expensive and helps the company focus its marketing efforts.'(www.unzco.com/basicguide/c2.html 2003-02-15) Naturally, secondary sources have some limitations:'Primary market research has the advantage of being tailored to the company's needs and provides answers to specific questions...'(www.unzco.com/basicguide/c2.html 2003-02-15) However, the significance of secondary data should not be underestimated:'Yet, even with these limitations, secondary research is a valuable [...] first step for a company to take.' ...'(www.unzco.com/basicguide/c2.html 2003-02-15)
Limitations and Boundaries of the Export Guide
The 'Export Guide' is primarily constructed to fit the researched export venture. As the targeted host country is set from the beginning the Export Guide does not take into account host country selection which otherwise can be seen as the first step in an export planning process. Further, as the item to be exported is also fixed form the start, the Export Guide is principally only concerned with this product and the guide does not necessarily apply to other products or services. It is important to note that the Export Guide is merely a guide and that it is dynamic in nature. It is thus meant to be seen as a research tool, not a static document. The research, which can be performed from home at a reasonable cost, varies with the project and the Export Guide contents vary accordingly. In this context it is notable that the Internet appears to have improved access to information regarding foreign countries tremendously. Much information, which earlier could only be gathered in the country of question, may now be accessed from home through reliable sources on the Internet. It can be argued that this in turn has increased the relevance and credibility of home based research.
Questionnaire Construction
The 'Questionnaire' can be seen as an extension of the 'Export Guide' and the 'Questionnaire' is based on the same sources of information as the 'Export Guide'. In the cases where these sources provided questionnaires, these have been compared with the thesis' questionnaire in order to further develop and refine the 'Questionnaire'. All questions have been constructed bearing in mind that they are to be answered from the home country. There may be questions included in the 'Questionnaire', which cannot be answered completely from the home country. After answering these questions as far as possible they can thereafter be noted as suggestions for further study if the accomplish research is not considered sufficient. The first section of the 'Questionnaire' consists of questions about the studied company. These questions may be answered through primary sources from the studied company. The following two sections concern the trade condition between the home country and the host country and the host market and these questions may be answered through secondary sources.