1. Welcome
1.1 For Sunfoods
1.2 For the Academic Reader
2. The Abstract
3. Thesis Introduction
3.1. The Aim
3.2. Research Background
3.3. The Research Topics
3.4. The Targeted Audience
3.5. Disposition
4. Research Method
4.1. The Constructive Research Method
4.2. The Research Process
4.3. Information Gathering p.1
4.4. Export Guide and Questionnaire Construction
page 1
page 2
4.5. Analysis Method, Conclusions and Thesis Presentation
4.6. The Broad Scope of the Thesis
5. The Export Guide
5.1. Export Guide Presentation
5.2. Export Readiness
5.3. Trade Condition
5.4. Foreign Market Analysis
6. Questionnaire
6.1. Questionnaire Presentation
6.2. Export Readiness
6.3. Trade Condition
6.4. Foreign Market Analysis
7. Research Results
7.1. Export Readiness
7.2. Trade Condition
7.3. Foreign Market Analysis
8. Discussion
8.1. Export Readiness
8.2. Trade Condition
8.3. Foreign Market Analysis
9. Conclusions
9.1. Export Readiness
9.2. Trade Condition
9.3. Foreign Market Analysis
9.4. The Next Step
10. Supplements
10.1. Site Map
10.2. Glossary
10.3. The Complete Interview
10.4. Acknowledgements
10.5. Sources
4.4 Export Guide and Questionnaire Construction (page 1)
4.4.1 Reasons Behind the Construction of a New Model
The reason behind the construction of a new model is that the existing export guides that were found either were considered to consist of massive amounts of text with little user-friendliness or lack in comprehensiveness. The more extensive export guides that were found present plenty of useful information and planning strategies which are claimed to be based on extensive professional experience. However, the sheer amount of information in these guides and the means by which the information is presented made them seem unsuitable as a guide to Sunfoods� export venture. However, these guides contribute the Export Guide with information and structural ideas. Other guides to export planning were deemed to lack in comprehensiveness. Although theses guides are not considered sufficient as guides to Sunfoods export venture by themselves, they have contributed with bits and pieces to the Export Guide. The purpose of constructing the Export Guide is thereby to design a comprehensive but yet user-friendly Export Guide.
4.4.2 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 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 reason behind the 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 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) In this context it is notable that the Internet appears to have improved access to information regarding foreign countries and other areas 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.
4.2.3 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 Export 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 further adds to the Export Guide.
