START2EXPORT – Practical training for export
Duration of training: 21.5 academic hours
This rate is for you if:
• You are preparing for export and internationalisation;
• I want to understand the requirements of international markets and global value chains;
• Wish to identify new market opportunities, analyse target markets, competitors and trends in the field;
• Want to comply with international standards.
• Want to find international partners, importers, distributors or investors;
• Participating in international fairs, B2Bs or cooperation projects.
What will you learn at this course?
Module 1: DIAGNOZA COMPANY (5.5 academic hours)
1. Introduction to export preparedness and integration in international value chains:
1.1. Basic concepts of the internationalisation of small and medium-sized enterprises;
1.2. Business models applicable to the international enlargement and export process.
2. Importance of company diagnosis in the context of internationalisation:
2.1. What is company diagnosis? — introductory notions;
2.2. The role of diagnostic analysis in substantiating strategic internationalisation decisions;
2.3. Diagnosis objectives – identification of internal capacities and limitations in relation to the requirements of the external market;
3. Internal company analysis:
3.1. Organisational structure, culture and leadership – assessment of team adaptive and coordination capacity;
3.2. Internal resources and competences – human resources, linguistic, logistical and management of international trade relations;
3.3. Financial performance – interpretation of key financial indicators, risk assessment, liquidity and cash flow;
3.4. Operational aspects – identification of internal bottlenecks, analysis of process efficiency and operational capacity to support exports;
4. SWOT strategic analysis:
4.1. Identification of key elements: strengths, weaknesses, opportunities and threats relevant to internationalisation;
4.2. Using the SWOT analysis as a tool to support strategic decisions on enlargement to external markets.
Module 2: MARKET ANALYSIS AND IDENTIFICATION OF OPPORTUNITIES (6 academic hours)
1. Introduction:
1.1. Key definitions (market, demand, supply, segmentation);
1.2. The role of market analysis in substantiating strategic business and internationalisation decisions.
2. Target market analysis:
2.1. Introduction to the identification and segmentation of the target market;
2.2. Analysis of market trends: identifying the drivers, dynamics of the sector and consumer behaviour;
2.3. Consumer demand and behaviour: factors influencing demand;
Case study: consumer trends for a specific sector;
2.4. Destination Market Support Infrastructure: identification of local support organisations for exporters (Chambers of Commerce, Agencies, International Organisations, etc.);
3. Analysis of tariffs and regulations:
3.1. Trade agreements and benefits: the impact of bilateral agreements on trade;
3.2. Trade and tax regulations: customs duties, taxes and restrictions, compliance requirements and certification;
4. Identification and analysis of competitors:
4.1. Strategic positioning: identification of differentiating factors vis-à-vis competitors;
4.2. Competitive analysis tools: the application of the SWOT, benchmarking and other relevant techniques for the assessment of competition;
5. Conclusions and Implementation Strategies:
5.1. Developing the market entry strategy: selection of channels, partners and market penetration model;
5.2. Identifying long-term opportunities: prospects for extending and adapting supply to market developments;
5.3. Action plan: concrete steps to implement strategic decisions and monitor results.
Module 3: CERTIFICATIONS, COMPLIANCE AND STANDARDS (3 academic hours)
1. Certifications and their role in the internationalisation process:
1.1 Definition of certifications;
1.2 Importance of certifications in the internationalisation process;
1.3 Types of certifications – Classification of certifications by scope: System certifications (e.g. ISO 9001), product certifications, environmental certifications (e.g. ISO 14001), process certifications, etc.;
1.4 Examples of frequently used international certifications:
General: ISO 9001 (quality), ISO 14001 (environment), ISO 45001 (health and occupational security);
Sectoral:HACCP/ISO 22000 (food safety), EC (EU compliance), Global GAP (agriculture), FSC (forestry), GOTS (organics) etc.
2. Relevant institutions and their role in the certification process:
2.1 Certification Bodies – Accredited entities responsible for assessing compliance and issuing certificates;
2.2 Test Labs – Technical units specialised in product or process testing against applicable standards;
2.3 Customs authorities and regulatory bodies – Institutions verifying compliance with technical regulations in the context of export and import and may require certification evidence.
3. Certification process – milestones, deadlines and costs:
3.1 Key steps of the certification process – From the identification of requirements to the certificate;
3.2 Process duration and validity of certificates – Standard terms and renewal cycles;
3.3 Costs involved – Direct (audits, fees) and indirect expenditure (process adaptation, training, maintenance);
3.4 Company preparedness for certification – Internal measures necessary to ensure compliance before the audit.
4. Practical workshop – Development of the compliance plan:
4.1 Identification of certifications relevant to the product/service and target market of the company;
4.2 Assessment of internal capacities against certification requirements (resources, processes, documentation);
4.3 outline of an action plan: setting objectives, milestones, deadlines and resources to obtain certification.
Module 4: PRACTICAL INTEGRATION IN VALUE CHAINS (4 academic hours)
1. Introduction to value chains:
1.1 Definition of the value chain – Concept of value chain and its role in the modern economy;
1.2 Type of value chains – Local, regional and global chains: characteristics, examples and levels of integration;
1.3 The benefits of SME integration – Strategic advances of SME participation in a value chain: access to markets, innovation, competitiveness;
2. Positioning the company in the value chain:
1.4 Value chain steps – From raw material to final customer: entry, production, processing, distribution, after-sales services;
1.5 Tools for analysing the company’s position – Value chain breakdown, flow analysis to identify strengths and opportunities for integration.
3. Identifying partners and strengthening business relations:
3.1 access to international networks and platforms – Channels useful for identifying partners:
— Examples: Enterprise Europe Network (EEN), Euroclusters, Trade Map, Aliba B2B, Europages, etc.;
3.2 Participation in relevant events – Information and selection sources: fair calendars, European platforms (BusinessLink, EU Events);
3.3 Partners selection criteria – Technical, financial, cultural and strategic compatibility factors;
3.4 Initiation and consolidation of the business relationship – Preparing a company profile, presenting the commercial offer, drafting contact messages.
4. Basic legal issues in international B2B cooperation:
4.1 Structure of a partnership or supply agreement – Essential cases: delivery conditions, quality standards, time limits, penalties, confidentiality;
4.2 Legal risk management – Dispute prevention and resolution mechanisms: types of clauses, competent institutions, conflict procedures.
Module 5: COMMUNICATION AND SALES ON INTERNATIONAL MARKETS (3 academic hours)
1. Effective communication in the international context:
1.1 Principles of intercultural communication – adapting the message to cultural, linguistic and business behaviour differences;
1.2 The formulation of trade messages – clarity, relevance and appropriate tone in the International B2B communication.
2. Selling techniques for foreign markets:
2.1 International client approach strategies – prospection, offering, negotiation;
2.2 Adjusting of the sales process – depending on the specificities of the target market and the customer’s profile;
2.3 Building trust and lasting relationships – the importance of reputation, follow-up and after-sales services.
3. Digital tools for international promotion and sales:
3.1 B2B online platforms – the efficient use of Europages, Alibaba, EEN, Trademap, etc.;
3.2 Social media and digital marketing – LinkedIn, Facebook, Instagram in an international context;
3.3 CRM and automation of communication – contact management, personalisation of offers and tracking of interactions.
At the end of the module you will be able to:
• Understand the basic concepts of SME internationalisation and the business models applicable to enlargement in foreign markets;
• Identify the support infrastructure for exporters and main relevant institutions in destination markets;
• Prepare an action plan to guide the implementation of strategic decisions in the internationalisation process;
• Understand the types of certification required for access to international markets (system, product, process, environment, etc.);
• Identify certifications relevant to your company’s target area and market
• Select relevant events (papers, exhibitions, B2Bs) and value the criteria for choosing partners;
• Analyse the positioning of the company in the value chain and identify integration opportunities;
• Make efficient use of digital platforms for promotion (Europages, Alibaba, EEN, Trademap).