Perhaps you, too, are operators of companies that sell in international markets, a path that many Italian companies have been taking for some time now. The MISE tells us that with an export value of 463 billion euros in 2018 and a growth of 3.1% compared to the previous year, our country is the 9th in the world and represents about 3% of the value total exported goods.
A great opportunity? Yes, but not easy or obvious. In fact, global markets require a strategy that considers how the traditional elements of marketing adapt to the realities of the countries to which we are addressing.
– Positioning: “Made in Italy” is an element of strength, but it is only the basis on which to build the success of your company. Ask yourself: “how attractive we are to these new ones
consumers? “, or” is our product a product of which we recognize the importance and price of, what do we expect? “, or” what are local or foreign competitors doing? ” And so on…;
– Typicality: what are the success factors in these markets? What are the procedures and costs for importing, registering, for the necessary authorizations? Are there any advantageous logistics solutions? What cultural factors should be considered? And the distribution structure? …;
– Market potential: a fundamental element, always, to calibrate the investment, but difficult to estimate when one turns to countries that are often far away;
– Supplies: how to serve and follow customers? The ex-factory sale is the preferred way initially, although it has some problems. How will you follow up and support your first sales? Videoconferences help but are not ideal, periodic visits are expensive …;
– Organization: how do you count on giving the right and constant follow-up to the first contacts? Which resources (sales staff, research & development priorities, sales promotions, company management time …) can you make available? There is no room for impromptu initiatives, attending a fair and collecting business cards is not productive: a structured approach is needed. It is invaluable to find local partners that provide the information, skills and information needed to understand if and how to approach individual markets: “bridgeheads” that assist both in the evaluation phase and in the implementation phases of the entry strategies and protection of the territory.
After many years of working in international companies that buy or sell abroad, first as a manager, then as an entrepreneur, and now as a consultant, I have a very precise idea of how to act to play the best on global markets: put the world at the center of your strategy!
1. Organize yourself internally. Evaluate your production capacity because the units of measurement on these markets are different from the usual ones: they no longer sell “pallets” but “containers”. Invest in personnel who must follow the commercial, tax / customs / technical areas to adapt the products to local requests and regulations Learn at least English to get started!
2. Create a bridgehead. Especially in distant markets (for example China, India, Russia, Japan), rely on structured and consolidated companies to help you in entering and selecting the first customers. Consultancy companies that help you know everything you need to know beforehand, define a right strategy, choose the distribution formula online
with your expectations, to comply with local regulations and therefore work with serenity.
We also work on these two fronts: in Italy, we work alongside companies to create an adequate organization and strategy, while for foreign countries we have chosen to bind ourselves to the Schneider Group in Moscow, becoming its representatives for our country. Headquartered in Moscow, with 15 years of activity and over 500 employees, operating offices in Armenia, Belarus, Kazakhstan, Poland, Russia, Ukraine and Uzbekistan promotes the success of international companies, constituting a “one-stop partner” for assessment services market, import, legal, tax, administrative, accounting, development and commercial management. A precious partner to turn to markets with enormous opportunities. We have already assisted many international clients in the agricultural, food, automotive, chemical and energy sectors, construction and infrastructure, engineering and construction, consumer goods, financial and insurance, IT and telecommunications, engineering, medical and pharmaceutical, services, textiles and clothing.