Related to our “Brand Trust” model, is our ongoing program to help small and mid size companies expand into foreign markets, plus helping foreign companies enter the U.S. market. Companies that seek to expand abroad, from or into the U.S., often need new professional marketing thinking and local experience. We provide both, whether it is a re-positioning challenge (e.g. to enhance the brand trust), market entry, or a business turn-around situation. Complementing our consulting, we also offer interactive marketing training customized to fit our client’s needs, culture and skill levels. A typical foreign expansion project involves these key steps:
1. Opportunity Assessments – Collect, analyze and draw conclusions on market size, key trends, economic and trade outlook, regulations, competitive profiles and pricing, possible barriers to success or market entry, category drivers, pertinent consumer dynamics, trade and distribution channels, local business practices, and important cultural issues.
2. Market Potential Analysis – based on relevant market factors, we formulate critical assumptions for the acceptance of our client’s product and use benchmarking techniques to project the realistic potential for future sales.
3. Research – due diligence work, and with local research facilities, test products and evaluate customer needs, perceptions and reactions to strategic issues, new ideas and products/services.
4. Market Entry Strategies & Action Plans – detailed road map for preparing a product/service for expansion, including re-positioning, packaging, pricing, special sales and marketing activities, new distribution, and financial projections.
5. Finding Local Partners –screening and selecting a distributor, supplier, joint-venture options, acquisition candidates, licensees, subcontract manufacturers, and local staff/managers – for optimal match with client needs and style.
6. Problem Resolution – providing fresh perspective and objective evaluation of client’s foreign business and related issues, with detailed recommendations on re-launching, revitalization, re-positioning, and/or hiring new management.
7. Idea Facilitation – as a catalyst, directing ideation sessions for local subsidiaries, often with cross border participation, for developing new products, adapting other marketing activities for local implementation, and identifying innovative methods for improving internal efficiencies.
8. Implementation/Monitoring – assisting with actual introduction or re-launch effort in the local market, ensuring proper coordination with local partners, overseeing the sales and distribution results, communicating effectively with all team members, and helping to anticipate unforeseen problems and misunderstandings.
9. Customized Workshops – interactive training in variety of marketing, branding, and strategic planning topics, designed to be practical and actionable, to fit local management skill needs and immediate application on the job.
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