A strategy is a general plan aimed to develop a business. Even export firm that wants to develop and prosper needs some form of strategy. A company's strategic fit with the trading environment has to be continuously reconsidered because it is likely to erode. Managers should be well informed in order to develop their judgment and understanding of the driving forces that shape the business environment. The greatest mistakes are made by exporters who think they know a foreign market as well as they know their local one, only to find after an ill-fated export launch, that they do not.