In recent years, as a result of various pressures acting on them, many United States companies are increasingly participating in the export trade. However, for many of these companies export is a Sporadic activity, undertaken on an opportunistic basis. The amount of planning effort made prior to entering foreign markets is limited. In such a situation, exporting can not become a continuous and a sustained activity. “Perhaps the biggest mistake that a manufacturer can make in the development of is export business is to permit it to develop on an opportunistic basis- to let the foreign demand for his product force the development and direction of his export business”

In order to make exporting a sustained and continuous activity, it is necessary to undertake systematic planning on a long-term basis. This kind of strategic planning creates a framework for making operating decisions with relation to marketing in foreign countries. It is obvious that accurate information about the market variables is an essential input for systematic planning. Export Marketing Research can provide these inputs and facilitate decision making at various organizational levels.