Export planning strategies of Turkish metal manufacturers based on their degree of internationalization

Abstract

In this thesis, particular emphasis has been placedon evaluating the planning differences, if any, amongexporting firms when firms were classified by their degreeof internationalization and on considering what lessonsmay be learned from the planning activity that has beentaking place.The study includes the relevant literature reviewand a field study which was conducted through a questionnaire.Data were analysed·by using techniques such as ANOVA,crosstabs, frequency distributions and coefficient ofconcordance. The findings are presented together with theimplications to the exporters and researchers.The findings of the study showed that there are twovariables showing significant relationships. One of themis `Frequency of defining goals and objectives` and theother is `Frequency of plans for international expansion`.The remaining variables showed no significant relationshipbetween the export planning activitie& of metal manufacturersand their degree of internationalization. Almostall exporters in the sample plan their activities. in oneway or another.The internationalization process, or the proces~ bywhich firms adopt international business activities isconc~ived as a gradual and sequential process. As thefirm gains more international experience, management maydevelop higher expectations, more rational and comprehensivepolicies concerning international business, as well asnew organizational procedures for handling the new tasks.In the present study, the focus is on only threestages of the internationalization process. These areexperimental involvement, active involvement, and committedinvolvement.Experimental exporters' planning is based on thepresent customers' expected demand and an estimatedamount of unsolicited orders.Active exporters' planning is not very much differentfrom experimental exporters'. However, they have a tendencyto produce with full capacity. In order to sell the surplusof production, they search for possible markets by puttingexport sales targets in their plans.In committed exporters' export plans, internationalbids are important items.Although uncertainty and risk make the plans ofall three groups very rough, executives think as the sameas Eisenhower does: `Plans are nothing; planning iseverything` (Kotler, 1984).