Export allows companies to find new sources of growth, especially those whose markets are saturated or declining. Companies can increase productivity by bridging excess production capacity, and becoming more competitive on both domestic and international markets.
There are many questions that come up: which markets to target, which products and services, who brings their adaptations for compliance with standards and laws of foreign markets, what logistical provider to use and at what cost, which Incoterms (FOB, CIF … ), how to prospect and how to deal with the risks …? Much concern arises, particularly for SMEs unfamiliar with export.

The world is vast and the options are not always plentiful because of the resources required to cover several markets at once. A structured approach becomes necessary to avoid duplication of effort. The definition of an export strategy in line with the strategic direction of the company will target the most receptive markets to supply the company with a winning position. The company will then set up the appropriate structure, which in turn, helps human resources achieve its objectives.

The design of the strategy and its operations require consideration of the culture and language of the target country. It is essential to understand, as business practices are not always written rules.