IB315 Export Business Plan-Research Project.doc - EXPORT...

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EXPORT BUSINESS PLAN 1 Export Business Plan Ricky L. Walters IB315: International Business Perspectives Park University 26 July 2020
EXPORT BUSINESS PLAN 2 Purpose The purpose of this export business plan is to increase the amount of apples that are exported from the United States to Germany. The United States was number two on the list of top exporters of apples in the world during 2019 just behind China. During 2019, the United States shipped around 13.7% of the global exports of apples valued at $961.6 million. Even with these numbers the export of apples from the United States saw a decline of -6.3% (Workman, 2020). Rick’s Produce wants to be a part of this market and become one of the largest exporters of apples in the United States. It will do this by expanding its export of apples to Germany. The German economy has the growth demand which is needed to make entry into this market and is worth the investment. The market structure there is already established and is similar to the United States market. Due to the similarities, the importation of apples into Germany should be easy and more cost efficient than it would be in a less developed country. Germany has already established itself as one of the biggest importers of apples in the world. It has done this by importing 6.7% of apples globally with a cost of $482.2 million (Workman, 2020). Since they are centrally located in Europe, it can allow for further expansion into other European markets.
EXPORT BUSINESS PLAN 3 Table of Contents Contents Purpose ............................................................................................................................................. 2 Table of Contents ............................................................................................................................. 3 Executive Summary ......................................................................................................................... 4 Introduction ...................................................................................................................................... 5 Situational Analysis ......................................................................................................................... 5 Cultural Overview ........................................................................................................................... 6 Political Environment ...................................................................................................................... 6 Export Marketing Plan………… ..................................................................................................... 7 Economic Development ................................................................................................................... 8 Summary...…… ............................................................................................................................... 8 References…………………………………………………………………………………………9
EXPORT BUSINESS PLAN 4 Executive Summary Having a foothold on international trade is huge for any industry in this global economy. Even though the United States showed a -5.4% decrease in apple exports from 2018 to 2019, it is still a major player in the apple export market (Workman, 2020). Therefore, we need to stay motivated take advantage of some of the shortfalls from other countries and fill that void. The German market is the key to getting a foot in the door with other markets in Europe. They already have the infrastructure for transporting imported goods from our competitors in place. Getting through the process should be easy considering that regulations and procedures are already in place, making it an advantage for us. Rick’s Produce will develop an appealing ad campaign that will let them know that our apples are the best. We will have them looking our way for apples instead of them buying from their European neighbors.
EXPORT BUSINESS PLAN 5 Introduction At Rick’s Produce, we pride ourselves on the quality of our products. That is why we

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