Marketing planning for exports may be suboptimal if the product-market strategy itself is not maximally effective. In this paper, a method is developed for choosing an appropriate product-market strategy, given the relative endowments of the exporter and the possible client countries. It is argued that in selecting product-markets for exports, competitive advantage as well as export potential are important. Furthermore, competitive advantage should be computed on the basis of marketing and technological factors in addition to traditional factors. The method is illustrated by means of a simulation using hypothetical data.