Last
week we discussed categories of buyers and their
brief profiles. This week, we shall systematically
look for sources of information in each category
of buyers in your target countries. The objective
is to compile a list of likely organizations that
might buy your products.
Preliminary Market Research
Traditionally, this has been accomplished
through trade delegation, participation in trade
fairs, using trade directories etc. With the advent
of Internet - exporters now have a wonderful opportunity
to do preliminary market research in a much more
focussed and inexpensive way.
Once you make a list of likely buyers
in your target countries, next steps are pretty
traditional involving time consuming promotion
and follow-up work like:
- contact every one of the prospects
through e-mail/tel/fax etc
- ascertain their degree of interest in your product,
price
- Through gradual elimination, zero-in to a select
group who show interest in doing business with
you
- Develop more intimate relationship, send samples,
travel to the country for personal meeting or
invite them here.
Contribution
of Trade Associations in Overseas Marketing
One primary source of valuable information
for every category of buyers is trade associations.
The associations are formed by businessmen in
an industry segment primarily to lobby with Government
regarding legislative and regulatory matters.
In addition, they also undertake tasks that help
their members in training and skill development,
sales, quality control etc. Almost every association
publishes books and journals - members' directory,
business guide, Newsletters etc. which could be
low-cost yet very effective advertisement medium
for your products. Directory of members may provide
list of prospective buyers.
The Internet is an excellent medium
to identify useful Trade Associations in your
target country. I have made a small compilation
below - with the help of any good search engine
you may discover many more. The list shows that
trade associations can be very valuable source
for every category of buyers - retailer, wholesaler,
end-user etc.
Wholesalers'
Associations
American
Wholesale Marketers Association
International Wholesale
Furniture Association
Sanitary Supply
Wholesalers Association
New England Wholesalers Association Incorporated
Southern Association of Wholesale Distributors
Wholesale Florist and Florist Supplier Association
Retailers'
Associations
Alabama Retail Association
American Specialty Toy Retailing Association
Canadian Retail Hardware Association (hardware
and building materials)
Central Ohio Retail
Grocers Association Inc.
Footwear Distributors and Retailers of America
Illinois Retail Merchants Association
International Mass Retail Association Foundation
Kentucky Retail Federation Incorporated
Michigan Retailers Association
Jewelers of America
National Shoe Retailers Association
National Retail
Federation
Industry
Specific Trade Associations
American Spice Trade Association, Inc
Horticultural Trades Association
(UK)
Builders Merchants Federation (UK)
American Seed Trade Association
Embroidery Trade Association
International
Trade Associations
International Pepper Community (IPC) (Brazil)
(Spanish)
International
Tire and Rubber Association
World Trade
Centers Association (The World Trade Centers Association
is an organization of over 300 World Trade Centers
in almost 100 countries, connected to expand your
global business).
International Reciprocal
Trade Association - offers information about barter
industry
World Federation
of Trading House Associations - promotes the interests
of international trading house associations
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