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International/Global Expansion

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Edward Nabulele
Student (Other), United Kingdom

International/Global Expansion

🔥 International or global expansion refers to the strategic initiative undertaken by a company to enter and establish its presence in international markets beyond its domestic or current operations. This often involves setting up subsidiaries, partnerships/alliances, or distribution networks in foreign countries to tap into new customer bases, increase revenue streams, and enhance brand recognition on a global scale. It should mainly be considered a form of market development strategy (Ansoff), as basically existing products are being sold in new (geographical) markets. Even if the product(s) are being tailored somewhat towards the tastes of local consumers (see below). Be careful not to confuse this expansion strategy with the phenomenon of globalization.

Preparing for International Expansion

  • Thorough MARKET RESEARCH and STRATEGIC PLANNING are vital for international expansion and global market entry. They will enable informed decision-making and planning by having insights into:
    • Local market conditions (culture, languages)
    • Consumer behaviour (customs, spending habits, desires)
    • Political and Economic situation (stability)
    • Legal (local law, regulations, employment practices, government support/funding, entry requirements, export/import regulations)
    • Tax (tax law, tax schemes, customs procedures, foreign trade)
    This knowledge helps to tailor effective strategies, identify challenges, and capitalize on opportunities. A lack of research or poor strategic planning can lead to very costly mistakes and hinder growth in the new market.
  • PRODUCT/SERVICE ADAPTATION (LOCALIZATION), tailoring products/services to match cultural, social, and economic preferences is vital for global success. Diverse regional needs may require adjustments in features, packaging, pricing, or redesigning. Doing so fosters trust and familiarity, showing dedication to local demands. Neglecting necessary adaptations risks customer disinterest or alienation, hampering expansion and market potential.

Advantages of International Expansion

  1. ADDITIONAL REVENUE Global expansion and market penetration can lead to increased revenue and revenue diversity by tapping into multiple markets. This reduces reliance on a single market and its economic fluctuations, thereby spreading business risks. A diverse revenue stream can provide stability and cushion against downturns in specific regions.
  2. ECONOMIES OF SCALE Expanding globally and entering new markets can lead to economies of scale. With increased production and sales, a company can potentially reduce per-unit costs through bulk purchasing, streamlined processes, and efficient resource utilisation. This can contribute to higher profitability and competitiveness.

Disadvantages of International Market Penetration

  1. CULTURAL AND REGULATORY CHALLENGES. Adapting to cultures demands care, and navigating varied legal frameworks can be intricate, affecting business operations and growth strategies.
  2. INCREASED COMPETITION AND RISK. Entering new markets often expose a company to intensified competition. Local competitors may have established customer loyalty and market knowledge. Moreover, market-specific risks, such as economic instability, political uncertainties, or currency fluctuations, can impact profitability. The increased risk profile in unfamiliar territories needs to be managed effectively.

Application Areas of Global/International Expansion

  1. Market Saturation Mitigation
  2. Capitalising on Emerging Markets

Example of an International Expansion Strategy

A US tech firm expands in Asia via local partnerships, leveraging reputation and technologies. Localization adjusts products, content, and UX for language, culture, and preferences, boosting acceptance.

Source: Common Sense Advisory, "Can't Read, Won't Buy: B2C Survey", CSA Research, 2014.
 

Rating

 
2
Jaap de Jonge
Editor, Netherlands
 

International Expansion Factors

Excellent summary. Countries or nations can vary in countless aspects/factors and it is important t... Sign up

 
1
Paramathmuni srinivas Kumar
India
 

Understanding on What's Changing and What's not Helps in International Expansion

To many it is fascinating to expand and having a global footprint... In expansion there is a need to... Sign up

 
2
Sarkis Yaralian
Director, Kuwait
 

International Expansion: Pros and Cons

Two more important advantages (PROs) of international expansion can be summarized as follows: 3. DI... Sign up

 
1
Saleh Al Harthi
United Arab Emirates
 

Standardization in Expanding Internationally

Part of the motives for firms to expand internationally lies in the opportunity to apply their speci... Sign up

 

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More on Product/Market Grid:
Summary
Discussion Topics
topic Ansoff Matrix Applications
topic Turbulence, Planning and Paralysis by Analysis
topic How to Decide in Which Sector to Diversify?
topic Diversification Types and Examples
topic How to Prioritize Business Growth Opportunities (Ansoff): The ICE Prioritization Tool
👀International/Global Expansion
topic Horizontal Diversification versus Product Development. What's the Difference?
topic Diversification in Africa: Why African Economies must Diversify
topic Strategies for Expanding a Business
topic What is the Optimal Level of Diversification for Firm Performance?
Special Interest Group

SIG Leader

Do you know a lot about Product/Market Grid? Become our SIG Leader

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