A. M. COEXPORT held a specialized workshop on developing export plans, led by international trade expert Carlos Díaz del Pinal. The event brought together salvadoran entrepreneurs interested in initiating or consolidating their internationalization processes, providing them with key tools to design and execute a competitive export plan aligned with the demands of the global market.
During the event, participants analyzed the internal factors that influence the decision to export, such as business conviction, product quality, installed capacity, financial resources, and the level of training of the human team. It was also emphasized that in many cases, exporting has ceased to be an option and has become a strategic necessity in the face of a limited domestic market and increasingly internationalized competition.
One of the main focuses of the workshop was the structure of the export plan, which includes aspects such as the company profile, production, target market analysis, marketing strategy, and financial projections. In addition, the importance of adapting the product to the target market was addressed, considering technical, regulatory, packaging, design, and after-sales service elements.
The entrepreneurs also applied a comparative evaluation methodology to analyze up to four potential countries as export destinations. This evaluation included indicators such as market size, barriers to entry, country risk, cultural and geographic distance, operating costs, and ease of access to distribution channels.
Regarding export prices, the need to calculate them based on specific variable export costs was emphasized, avoiding transferring fixed costs from the local market to the international customer. Strategic factors such as customer perceived value, competition, and the macroeconomic environment of the destination country were also considered.
The workshop concluded with a key message: the importance of maintaining adequate liquidity. Although a company may be profitable in its financial statements, without a healthy cash flow, it will not be able to sustain its operations. This initiative is part of COEXPORT’s commitment to strengthening the country’s export ecosystem and fostering a globally competitive business culture.
