Expanding to new markets gives an opportunity for better profit margins, increased innovation, new talents, less competition and more. However, entry to new markets is easier said than done. Organizations looking to expand into new markets often face uncertainties and risks that impede their market entry efforts. To raise the odds of success, it is paramount to avoid going about it blindly. This means creating a roadmap that focuses on understanding the market in terms of customer behavior, regulatory requirements, viable market entry options, the competition and the risks involved among other important information. That being said, here are five critical steps in creating an effective market entry strategy.
Define your target market
When entering a new market, you have higher chances to succeed if you are focused on a niche market. This way, you can be able to tailor your marketing message accordingly as well as ensure that you are marketing to people who can actually buy your product. So, before anything else, start by defining the specific group of people that you are targeting. Focus on gaining a deeper understanding of these people. This involves going beyond knowing who they are – age, gender, income to uncover other characteristics such as their preferences, what they value, their motivation behind buying your type of products and more. In addition, look at the languages, cultures, where they are located and much more.
Understand the market
After defining your target audience, the next step is to do a market analysis of your focus market. This involves doing a qualitative and quantitative analysis of the market to understand the market landscape and other inner workings. To do a thorough market research, you shouldn’t leave any stone unturned. Focus on answering these and more questions:
- Is there a gap in the market for your offering?
- Who are your competitors, their market share, and how do customers perceive their products?
- What can set you apart from the competition?
- What’s the size of the market and the growth potential?
- How is the regulatory environment in regards to your business?
- Are there any risks or barriers to entry?
- What are the growth drivers and inhibitors in the market?
- How is the pricing scenario?
Determine market route
This step entails determining the most viable route that you are going to take to present your products in the focus market. You have several options when it comes to setting foot in a new market. You can decide to use a distributor or agent, partner with local businesses, acquire an existing business, sell through e-commerce or establish a physical presence in the market. Your choice of approach will depend on a number of factors such as the resources available, infrastructure, government policies, your industry type and your business goals among others. However, it is important that you look into all options in depth to understand the cons and pros of each of them. This can be insightful on picking the best option that suits your business.
Find the right partners
To succeed in a new market, you need support from people and other businesses that have been in the market longer and gained great understanding of the market. This can be anything from distributors, marketing agencies, suppliers, financiers, recruitment agencies and the like. However, it is paramount to identify the partners that are the right fit for your business. For instance, if a major distributor is working with your competitor, it might be difficult to get the competitive advantage you need over your competition.
In addition, ensure that the partners you choose are reliable and capable to deliver the results that you are aiming for affordably and within your set timeline. If you have identified Spain as the focus market, working with a good Spain PEO company can ensure that you meet your staffing needs affordably, quickly, compliantly and effectively.
Develop a growth strategy
At this point, you have gained an understanding of the market and identified the people to work with and the best entry approach. Now is the time to formulate how your business is going to gain traction in the new market. You might need to start with doing an internal analysis to determine the resources that you have at your disposal. An internal analysis can also help identify the strengths, weaknesses and threats so that you can be able to package yourself accordingly. In addition, determine how you are going to reach your audience. This means crafting the right marketing message and working on the best communication strategy that will resonate with the target market.
Entering into new markets can be an exciting yet daunting process. To succeed, you need to have a good market entry strategy up your sleeves. To create an effective strategy, start by defining who your customer is and then move to do a thorough market research. After that, identify the ideal approach for your business and identify the right key partners to work with. It is also important to create a strategy of how you are going to gain long-term growth.
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