The Relationship Between Marketing Planning Capability and Export Performance in International Marketing Process: Konya Case

Abstract

Purpose – In this study, the relationship between factors affecting export performance and marketing planning capability with export performance has been investigated. Design/methodology/approach – The study was carried out on 157 export companies operating in Konya. Statistical package programs were used to analyze the data, and descriptive statistics, correlation analysis and regression analysis were performed. Findings – As a result of the research, it has been determined that there is a close relationship between factors affecting export performance (Export experience of the firm employees, export experience of the firm, export market information, export commitment) and both marketing planning capability and export performance. In addition, it has been observed that the employees of the participating firms are in good standing in terms of information, experience and capability. On the other hand, it has been determined that the participating companies are relatively inadequate in some areas that have the potential to affect export performance. These issues are: Making and implementing comprehensive plans, recognizing competitors, focusing heavily on foreign markets, clearly revealing export targets, determining export strategies clearly and employing a sufficient number of foreign trade employees, etc. As a result, it can be said that the participant firms have sufficient awareness of exports, but their performance in the field is insufficient. Discussion – It is difficult to achieve a successful export performance in international markets. In order to ensure efficiency in business processes and achieve the determined goals, employees and firms need to improve their capabilities in knowledge, experience and skills. In addition, firms should be export oriented, prepare comprehensive plans, develop strategies according to these plans, allocate sufficient resources for exports and focus on foreign markets. It can be said that a strong marketing planning capability will contribute to the firm and increase export performance in this process.