Step 5: Identify and Select Distribution Channels
Once you have established your export operations, the next step is to identify and select distribution channels. Distribution channels are the means by which your product or service reaches the end customer in the target market. Here are some actions you can take to identify and select distribution channels:
1. Research distribution channels: You should research the distribution channels that are commonly used in your target market. This will help you understand the options available to you and the advantages and disadvantages of each.
2. Evaluate your product or service: You should evaluate your product or service to determine which distribution channels are most appropriate. For example, if you are exporting perishable goods, air freight may be the best option, while if you are exporting heavy machinery, sea freight may be more appropriate.
3. Consider cultural and language differences: You should consider cultural and language differences when selecting distribution channels. For example, if your target market speaks a different language, you may need to work with a local distributor who can communicate with customers in their native language.
4. Evaluate potential distributors: If you decide to work with a distributor, you should evaluate potential distributors to ensure that they have the necessary experience, resources, and reputation to represent your brand effectively in the target market.
5. Consider e-commerce: E-commerce is becoming an increasingly popular distribution channel, particularly for consumer goods. You should consider whether e-commerce is a viable option for your product or service in the target market.
6. Develop a distribution agreement: If you decide to work with a distributor, you should develop a distribution agreement that outlines the terms and conditions of the relationship. This agreement should cover issues such as pricing, payment terms, exclusivity, and termination.
7. Develop a marketing plan: Once you have selected your distribution channels, you should develop a marketing plan that is tailored to each channel. This plan should include strategies for promoting your product or service, building brand awareness, and generating sales.
By taking these actions, you can identify and select distribution channels that are appropriate for your product or service and that will help you reach your target customers in the most effective way possible. This step is crucial as it will help you ensure that your product or service is available to customers in the target market and that you are able to generate sales and build your brand in the long term.
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To get more real life examples of successful Export transactions in a step by step manner, please read our Amazon Book (Mike Wilson & Ramzi Bouchrit), 7 Steps to Export Success: https://amazon.com/dp/B0B35HG9PC
