Marketers are often at the forefront of a global expansion of the company, marketing teams often need to conduct market research to determine whether the company should expand, and also is responsible for creating a plan to get customers.
Before I used to be a business consultant, oriented towards the needs of customers who for the global expansion of enterprise's Marketing Director. I noticed some stumbling block for globalization of markets expansion of an enterprise, and listen to me one by one below.
, On access to the market positioning is not clear
Competent in these markets tend to use more obscure local words to locate overseas markets (for example, "we intend to put the emphasis to Asia" or "we want 1 time-fold growth in Europe"), but these are too simple and vague words are problematic. You can ask anyone you say "Europe" where exactly is referring to, you will get a variety of answers--in Western Europe, the European Union, the euro zone and so on. In this case, we should use the granularity of the country to locate a user market. Marketers should keep in mind that each country has their own local laws, cultural norms, forms of currency and payment method, as well as the unique business practices.
According to clear to reach the turnover and the primary output target, refinement refers to a wide range of regional markets into countries is necessary. Meanwhile, the formation of an appropriate size for the local market was also critical of the team. These markets from the very beginning to refine your future marketing prioritization, building team programme, budgetary inputs were of enormous help, which is your ultimate in globalization strategy key to achieve the desired goals. Local market research should be aimed at these objectives:
1, make sure the size of the market;
2, extensive knowledge of your target customer details;
3, find out they now have solutions;
4, get your products where to cut.
Many enterprises are not targeted to a different country, taking into account these basic product positioning, and ignores the strong local competitors.
Second, internal data not given sufficient attention to
Develop a global marketing strategy needs to be more complex and more professional market research, different research data will help you through clear exactly what markets are most beneficial to you. The most important data are the following:
1, the market opportunities in the market expectations of how much space;
2, your business ready to go into the market how much input;
3, so far, you what achievements have been made in the market.
Many companies are highly dependent on external sources of data to make decisions, but if you can personally carry out market analysis, you can more easily determine whether your products in the market have a strong enough product-market match, and you are better able to down a few questions to answer.
1, this market is a huge market space mining, is not worth entering?
2, there is a short sale in this market cycle, or some other markets there are more WINS?
3, whether a market purchase price be higher?
These types of questions are ultimately only you can answer, third party data sources do not understand who your target audience is, know nothing about your brand. When you have a more appropriate research data, based on these data to marketers can globalization prioritize marketing decisions.
Three, there is no adjustment for marketing channels
Many companies (especially Western companies) firmly believe that by virtue of their success in the domestic market of empirical models are able to capture new markets. Brand consistency is indeed very important, but different markets would actually require different marketing approaches. For example, in Japan such people exist in the relationship between people of high cultural value country through local distributors and channel partners, sales of products and services, will be selling through direct sales model is more efficient than you.
Similarly, marketers need timely according to the different market behaviour on the channel change, even in the same region, different countries will vary. For example, in Brazil, because the popular Facebook social media, you will find that on the marketing campaign will be more effective. In other Latin America countries, Twitter may be more likely to help you quickly get lots of audience, so you should use Twitter as your main marketing channels. And some of the channels are in a number of different countries work, you will need to conduct detailed market research in advance, to pinpoint exactly which channels can lead to better results, and these investigations tend to be highly dependent on local experts in these countries.
Four, no adjustments to the product
Companies in different countries have different "product-market match." But what we often see is a business trying to put exactly the same product in different markets, ignoring the fact that they are aimed at different customers. For example, if the advanced features of the new users in the market for a piece of software do not meet, then this software is impossible in this new market the company successfully like at home. They should put a more basic products in new markets, to let the users to learn about their products in the market. Similarly, a more advanced market may need more features than your existing products.
Pricing is also a similar problem. Because the customer value proposition is changing a lot of different markets, and the price will make the appropriate changes. In reality because the needs of the international market, and frequent adjustment of the price system is not always necessary, but many companies are finding that if corresponding adjustments according to the different markets, their growth will be faster.
Form of payment may vary in different countries. For example, marketers should be based on the popular method of payment is by cash or credit card, to develop different pricing strategies (or people used to pay in cash, you get a price of 9.99).
Five, did not let the local Team Guide
Committed by a company I've ever seen is one of the most disappointing mistakes, they hired a very competitive, talented local officers to overseas markets for their services, but in the end when making strategic decisions, but did not succeed within these local staff into account.
During my time as enterprises ' global business consultants, marketing managers often ask me the question, "do you think our next step in France what is the best way to promote it? why we did not succeed there? do we need to do something to change?" My answer is always, "please contact your local team. "They often admit that they did not make good use of local sales staff, partners, suppliers, consultants, and clients. Liu the wind came the pigs die faster
This is very important, because they not only a clear understanding of the problems of this country, since you hired them, but also very clear about your business on their behalf. And these cooperation staff had looked into the local market's biggest challenge is communication, marketing teams must build an effective frequency of the capturing and digestive system of local staff for comments and suggestions.
Don't stiff your business to expand into a country, good use of your existing network, the feedback to be more attention to local staff, who are you in the market's most trusted advisers.
Six, the globalization of services did not take into account thorough
Marketing through the use of software to publish on the website information, send mail to communicate and post social media updates, as well as other key marketing activities, but the same tools do not provide support for all markets. For example, perhaps you are using the software only supports 5 languages on the webinar, and your marketing automation software is needed on the application dozens of languages. Maybe your payment just can work in several countries, but your CRM (customer relationship management) above have the contact information from hundreds of countries.
Marketers need to make sure that real customers looking to enter the market for marketing, this means the need to consider how to display the local currency, to use each other's time zone to send them an email, to support local languages and so on.
As business gradually towards globalization, enterprises can aim at the right international markets and tailor their products and strategies to attract local customers to gain a competitive advantage. While dodging the points mentioned above make mistakes is a very wise choice.
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