New-York tribune., 1918-01-28

awakened the whole country to q rcali-
zhtion of its inherent power. Because
OF the war, together with our un-
paralleled natural resources, VIC arc at
the moment enjoying very great trade
advantages, despite the fact that gov
crnment cmbargoes arc holding ship
mcnts down to the minimum when
these cmbargoes arc eventually lifted
our exports will increase amazingly,
but when peace is declared and world
wide competition again becomes rife,
the real test of our abilities, OF our
efficiency, will come. Our shortcomings
will then no longer be tolerated by for
cign buyers, and unless we are fully
prepared to give wholly satisfactory
service we arc sure to lose the impetus
we have recently gained.
The primary lesson we must learn Is
that Of doing business as nearly as pos
siblo in accordance with what the for
egn customer desires. and not the way
we wish to do it ourselves. 1t is going
to be simply case of doing as the
other fellow wishes, and to do this is
rot going to require any special effort
on our part or impose any hardshlps
on us. Foresight, advance preparation
and intelligent persistence will accom-
plish gratifying results in this direc-
tion.
Special Market Requirements
In all foreign countries there are
specific market requirements. These
must be studied carefully and our goods
must be manufactured accordingly.
The marvellous strides made by Ger
many in winning and holding overseas
trade can be attributed largely to her
method of finding ou. what was wanted
and then supplying it. The same tactics
are to-day employed successfully by
Japan
If customer wishes his goods packed
in kilo or half kilo packages, according
to tho metric system, we must. so far
as his shipments are concerned, aban-
don our avoirdupois weights and obllge
him. This would only require new and
inexpensive cartons and labels
When a customer stipulates that his
order must be forwarded in units of
limited weight to facilitate his handling
it with greater ease upon receipt, his
requirements must be met.
If it is specified that goods are to be
shipped in bales instead Of wooden
cases, they should go forward in this
manner.
cite only these few cases merely to
illustrate what the foreign buyer con-
siders service. The requirements along
other similar lines are far too numer-
GUS W IneutlOn mere.
The only notable example this coun-
try can furnish in meeting foreign
market requirements is to be found in
the methods employed by the great
steel industries. They have been the
pioneers in this respect. Some years
ago they inauguratcd the system Of
sending intelligent and aggressive rep
lesentativcs to the four corners of the
earth to study markets. These repre-
sentatives reported conditions Just as
they found them. No effort was made
to revolutionizc the tastes and methods
of the countries visited All that was
attempted was to ascertain what was
wanted, how wanted and when wanted
and then make arrangements on this
side to supply all three. This mode of
procedure has done much to put the
American manufacturer of steel prod
ucts in the lead throughout the world
to-day.
What Will We Do?
No fertile imagination is required to
appreciate what wonderful opportuni-
ties are at hand for America, and they
Will become greater once peace is de-
clared: With one, possible exception
servlce-we are lacking absolutely in
no requisite. We have practically in
exhaustible raw materials and the very
kind for which there is large demand
in foreign markets. Manufacturing ia
cilitles are abundant and are being
increased with almost incredible
speed. At no distant date, certainly
not later than the conclusion Of the
war, the one big handicap of the past
that of inadequate shipping facilities-
will be removed. and there will then be
plenty of American ships to transport
American goods to the markets Of the
world.
There will then be but one thing
standing between this country and
success service; finding out what the
other fellow wants, how and when he
wants 1T. and then supplying him with
1t. Doing this will constitute service
IN its most acceptable form, so far as
the foreign buyers are concerned.
TO do business abroad is neither
difficult, nor are there any more haz-
ardous risks involved than in any
ordinary domestic transaction. On the
contrary, it is fascinating, reasonably
safe and profitable. Those who are OF
the opinion that foreign trade is
business fraught with almost insur-
mountable difficulties will do we'll to
investigate its possibilities. And the
American manufacturer who is already
seeking distribution Of his goods
abroad will make no mistake in giving
this matter of service the most
thoughtful consideration. 1t will pay
| him to do so.