SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Develop an Export Marketing Strategy 
SAQA US ID UNIT STANDARD TITLE
243215  Develop an Export Marketing Strategy 
ORIGINATOR
SGB Transport and Logistics Operations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 11 - Services Transport, Operations and Logistics 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 6  Level TBA: Pre-2009 was L6  6 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2026-06-30   2029-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This unit standard is for persons working in the International Trade environment especially within exports. The learner is able to establish an export marketing strategy to achieve the company's export objectives.

A person credited with this unit standard is able to formulate, monitor and evaluate export marketing strategies:
  • Develop a market entry strategy.
  • Develop a product strategy.
  • Develop a pricing strategy.
  • Develop a promotion strategy.
  • Develop a distribution strategy.
  • Produce and manage an export marketing plan. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners are competent in:
  • Communication Literacy at NQF level 4
  • Mathematical Literacy at NQF level 4
  • Computer Literacy at NQF level 4 
    		•

    UNIT STANDARD RANGE 
    This unit standard is intended for learners who will obtain a solid knowledge-base relating to Exports, have a sound understanding of the key terms, rules, concepts, principles and theories. The learner will be able to select and apply central procedures and will have the ability to solve well defined, but unfamiliar problems. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Develop a market entry strategy. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The importance of a market entry strategy is explained as it relates to different markets and products. 

    ASSESSMENT CRITERION 2 
    The company's policy regarding market entry is defined as it relates to different markets and products. 
    ASSESSMENT CRITERION RANGE 
    Direct or indirect exports.
     

    ASSESSMENT CRITERION 3 
    The cost, revenue and profit criteria for market entry are defined as it relates to different markets and products. 

    ASSESSMENT CRITERION 4 
    A company's market entry plan is established for different markets and products. 

    ASSESSMENT CRITERION 5 
    The techniques for market entry to achieve consumer awareness, interest and usage of products and/or services are defined for different markets and products. 

    SPECIFIC OUTCOME 2 
    Develop a product strategy. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The importance of a product strategy is defined as it relates to different markets and products. 

    ASSESSMENT CRITERION 2 
    The life cycles of the company's export product range are defined for different markets and products. 

    ASSESSMENT CRITERION 3 
    The positions of the company's products and/or services in the export market are defined as it relates to different markets and products (e.g. upper, middle and lower market segments). 

    ASSESSMENT CRITERION 4 
    The criteria for product invention/adaptation for the export market are defined as it relates to different markets and products. 

    SPECIFIC OUTCOME 3 
    Develop a pricing strategy. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The importance of a pricing strategy is explained as it relates to different products and/or services and markets. 

    ASSESSMENT CRITERION 2 
    A pricing strategy is formulated in terms of the market entry strategy as it relates to different products and/or services and markets. 
    ASSESSMENT CRITERION RANGE 
    Skimming vs. penetration, discounting methods, cost-based vs. value-based methods, competitive bidding and cross-cultural negotiations.
     

    ASSESSMENT CRITERION 3 
    The pricing strategy is monitored, evaluated and adapted taking into account the product life cycle, market conditions and the company's profit and revenue objectives as it relates to different products and/or services and markets. 

    SPECIFIC OUTCOME 4 
    Develop a promotion strategy. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The importance of a promotion strategy is explained as it relates to different products and/or services and markets. 

    ASSESSMENT CRITERION 2 
    A promotion strategy is formulated for market entry for different products and/or services and markets. 
    ASSESSMENT CRITERION RANGE 
    Personal selling, advertising, sales promotion and trade shows, packaging, public relations and product support.
     

    ASSESSMENT CRITERION 3 
    The promotion strategy is monitored, evaluated and adapted taking into account the product life cycle, market conditions and the company's profit and revenue objectives for different products, services and markets. 

    SPECIFIC OUTCOME 5 
    Develop a distribution strategy. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The importance of a distribution strategy is explained as it relates to different products and/or services and markets. 

    ASSESSMENT CRITERION 2 
    A distribution strategy is formulated to support the market entry strategy for variety of products, services and markets. 
    ASSESSMENT CRITERION RANGE 
    Direct and/or indirect export.
     

    ASSESSMENT CRITERION 3 
    The distribution strategy is monitored, evaluated and adapted taking into account the product life cycle, market conditions and the company's profit and revenue objectives for different products and/or services and markets. 

    SPECIFIC OUTCOME 6 
    Produce and manage an export-marketing plan. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    A structure for the international marketing function is designed in line with corporate strategies and internal and external resources and constraints. 

    ASSESSMENT CRITERION 2 
    A marketing plan for cost effective positioning of product(s) in foreign markets is devise as it relates to different products and/or services and markets. 

    ASSESSMENT CRITERION 3 
    Marketing plans are devised according to specific foreign markets. 

    ASSESSMENT CRITERION 4 
    The relational, operational and financial aspects of specific foreign market interventions are evaluated and take appropriate action is taken for to different products and/or services and markets. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Anyone assessing a learner must be registered as an assessor with the relevant ETQA or an ETQA where a Memorandum of Understanding (MOU) exists with the relevant ETQA.
  • Any Institution offering learning that will enable achievement of this Unit Standard must be accredited as a provider through the relevant ETQA or ETQA where a MOU exists with the relevant ETQA.
  • Moderation of assessment will be overseen by the relevant ETQA according to the moderation guidelines and the agreed ETQA procedures. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    The relationship between market entry strategy and foreign market channels of distribution.

    Factors affecting access to, and selection of, foreign market distribution channels:
  • Distribution Density
  • Channel Length
  • Channel Alignment and Leadership
  • Distribution Logistics
  • Foreign Market Environments

    Selecting the Foreign Market Distribution Channel:
  • Choosing an Existing Channel or creating a new one

    Members of a Foreign Market Distribution Channel:
  • Agents
  • Local Wholesalers/ Distributors
  • Trading Houses
  • Retailers/ Buying Offices

    Identifying and appointing different types of Foreign Market Distribution Channel Members:
  • Sources of Information Channels/ Channel members
  • Specific Selection criteria e.g. Job Requirements, Experience, Market Coverage

    Managing Foreign Market Distribution Channels:
  • Motivational Tactics (e.g. Incentives and Penalties)
  • Marketing Support
  • Product Training
  • Communications
  • Control and Feedback Systems

    Licensing:
  • Definition
  • Intellectual Property which can be licensed:

    > Trademarks
    > Patents
    > Copyright
    > Know-how
    > Technological processes
  • Types of licensing agreements:

    > Non-exclusive
    > Sole licensing agreements
    > Exclusive agreements
  • Contracting parties
  • Important components of a licensing agreement:

    > Type of license
    > Area in which license will operate
    > Duration
    > Type and amount of remuneration
    > Provision for sub-licensing
    > Discharge
  • Rights, obligations and liabilities of the contracting parties
  • International conventions governing international licensing agreements (e.g. Paris Convention and the Berne Convention)
  • National conventions governing international licensing agreements (e.g. South African Trademark Act)

    Franchising:
  • Definition
  • Types of franchise agreements:

    > Production franchises
    > Service franchisees
    > Distribution franchises
  • Contracting parties
  • Important components of a franchising agreement:

    > Type of franchise
    > Area in which franchise will operate
    > Duration
    > Type and amount of remuneration
    > Provision for sub-franchising
    > Discharge
  • Rights, obligations and liabilities of the contracting parties
  • National regulations governing international franchising agreements
  • Code of Ethics of the International Franchising Association

    Environmental Constraints on International Marketing Communications:
  • Government Controls
  • Communications Infrastructure
  • Cross Cultural Issues
  • Language Differences
  • Economic Development Levels
  • Business practices

    Advertising in Foreign markets:
  • Overcoming Cultural & Language Barriers
  • Differentiation versus standardisation
  • Foreign Media selection:

    > Availability
    > Credibility
    > Media habits
    > Preparation of an International Advertising Brief
    > Budget
    > Message
    > Target Market
    > Advertising Agency Selection

    International Sales Promotion:
  • International Trade Fairs
  • In store Promotions
  • Coupons & Gifts
  • Reduced Pricing
  • Samples
  • Sports Promotions & Sponsorships
  • Direct Mail & Telesales

    Enhancing Company and Product Awareness through International Trade Missions:
  • Pre - mission Preparations
  • Accessing Government Financial Assistance
  • Role of Seminars & Briefings
  • Maximising results from one on one meetings
  • Follow - up

    International Tendering:
  • Different Categories of Buyer
  • Different Types of Tender
  • Formation of Consortia
  • Vendor registration process
  • Tendering Procedures
  • Preparation and Submission of Tender Documents

    Adapting selling techniques to suit different Foreign Market Customs and Norms:
  • Language and other cultural Issues
  • Business Etiquette
  • Negotiation strategies
  • Personal Conduct

    International Publicity Considerations:
  • PR Policy Options
  • PR Brief
  • Consultancy Selection Criteria
  • The Internet as a Channel for International Communications 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems related when establishing a marketing strategy. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that all requirements are met in achieving competence when establishing a marketing strategy. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information when establishing a marketing strategy. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when establishing a marketing strategy. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  96401   National Certificate: Export Administration  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  As per Learning Programmes recorded against this Qual 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.