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This guide is designed to provide existing and new exporters from Kenya with the skills and advice to help them enter and expand their export business. The guide makes references to well known and reliable sources of information and encourages the reader to complement the information with some research of their own.

Below is an overview of the contents and objectives of each chapter in the guide:



Getting started in exporting

  • Learn about the benefits and challenges of international trade and the questions that you should ask when considering exporting.
  • Be more aware of Kenya’s trade policy, export incentives and trade agreements and how they can affect your export activities.

Designing your export strategy

  • Know what to do before you go get export orders. From defining your business and (potential) buyers; to developing your products to conform to technical requirements and adapt to buyers needs/wants; and to formulating a delivery, image and pricing strategy.
  • Learn how to design an export business strategy and write your export business plan.

Developing your marketing plan

  • Understand the importance of a sound marketing plan that summarises the strategies and tactics that will be used to achieve specified objectives in a given time period.
  • Know the main sections of a marketing plan and the path to follow in developing and reviewing the plan.

Selecting an export market

  • Have a better understanding of the trade research process and how your company can successfully manage it.
  • Know what kind of information you will need for your export market research, where to find it, and how to use it.
  • Know what to keep in mind when trying to identify new markets for export.

Building production capabilities

  • Know what “production capability” means and what specific factors your organization must consider when producing for an international market.
  • Understand the importance of knowing each of your markets and how to adapt production to suit their specific needs.
  • Learn how to estimate production costs.

Setting up distribution channels

  • Learn about the various types of market representations and the functions, roles and responsibilities of each type.
  • Consider the benefits of taking advantage of fair trade opportunities.
  • Identify what types of distribution arrangements might be most suitable for your organization.

Understanding international terms of trade – Incoterms

  • Learn the specific obligations for the buyer and the seller in an international transaction.
  • Have a better understanding of the cost and risks involved in the physical movement of cargo from an exporter to an importer.
  • Discover how Incoterms affect your export pricing structures and which ones best suit your export needs.

Pricing for export

  • Learn how to set pricing objectives for your company and how best to price your products for export.
  • Understand the main methods used to make pricing decisions and how your company can use them.
  • Have a better understanding of the different determinants of export price.

Marketing and promoting your company and products

  • Be able to make an informed decision on whether or not a trade fair would be advantageous to your organization.
  • Understand the importance of selecting an appropriate promotion strategy for your organization/products.
  • Have a better comprehension of how to prepare and present an internationally accepted quotation.

Putting «e» to work

  • Understand how to build a presence on the web and use electronic media to meet the needs of marketing.
  • Learn how to use the Internet to identify buyers, competitors and suppliers, and understand their strategies and priorities.

Financing and getting paid

  • Know what different types of export financing exist and the factors that will influence your company’s choice.
  • Know what sources to contact in order to obtain export finance.
  • Gain a better understanding of the main methods of payment and when each method should be considered.

Packaging and labelling

  • Understand the differences between protective packaging and point of sale packaging and their importance.
  • Be aware of the major factors to consider when deciding on appropriate packaging and labelling.
  • Know how to design effective labels for your international market.

Preparing and processing export documents

  • Have a better understanding of the export documentation process, including specific roles of the exporter and importer.
  • Know which documents are used in international trade and what specific information must be included to complete them.
  • Understand the procedures required to export from Kenya.

Getting your goods to market

  • Understand how to choose the appropriate method of transporting your company’s goods.
  • Have the ability to calculate freight costs.
  • Have a better understanding of the role of the freight forwarder and how they can help your organization.


  • Understand how to navigate the legal side of international trade.
  • Learn what a sales contract is and how to use it to safeguard your rights as the seller.

The Kenya Export Promotion and Branding Agency (KEPROBA) is a State Corporation established under the State Corporations Act Cap 446 through Legal Notice No.110 of August 9th, 2019 after a merger between Export Promotion Council and Brand Kenya Board.The Agency’s core mandate is to implement export promotion and nation branding initiatives and policies to promote Kenya’s export of goods and services
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