Once you’ve fully captured the domestic market and reached your maximum potential, it seems the right time to go global. But the question is, what is the best country for you to expand to? Global expansion comes with huge costs and risks. You can’t simply hit any market unless you know there is some potential for your brand to grow.
Finding the best foreign country for your brand expansion is quite challenging, and you must thoroughly evaluate different markets and make a list of your preferred countries. Read this article to figure out the right way to choose the best country to tap into for your global brand expansion.
Tips To Find the Best Location for Your Business Expansion
Determine The Demands of Customers
Your target customers are the most important factor to consider researching any new market. The more you know your customers, the more you’ll be able to understand why your brand will appease them. Here you also need to determine which problems your customers are currently having that your product will resolve. To effectively analyze your customers, you can also conduct surveys and direct interviews asking them a question about your brand. Getting feedback from your customers will also help you adapt different brand features to local preferences.
Identify Market Gaps & Opportunities
Look for gaps in the market that your brand has the potential to fill. It will require detailed market research and accurate data that will allow you to evaluate the market opportunities and challenges you have faced there down the line. While entering a new market, you must think critically about the user experience and your overall brand perception. You can do a SWOT analysis of the market to evaluate the strength, weaknesses, threats, and opportunities in the region.
It will also help you determine your localization workflow and what aspects of your brand need to be localized to adapt to foreign market demographics. For instance, if you go for language translations, it gives you an edge over competitors that are not translating. Using a professional translation management platform can very much support you to manage your translation projects for multiple marketplaces.
Evaluate The Competition
It is crucial for you to analyze the competitive landscape in order to wrap your head around the entire market ecosystem. The more saturated the market the higher will be your competition. So here you need to figure out how much space your brand will have to grow if you tapped into a certain marketplace. Where you can get some inspiration from the competitors, they’re also a threat to your business growth. How your competitors are approaching the customers have already shaped their buying behaviors and shopping habits in the market. So, you must do a detailed competitor’s analysis, to evaluate their market size, pricing, alternatives, marketing methods, customer service expenditure, etc.
Understand The Culture and Regulations
Things might not work the same way for foreign regions because of the diversified culture and legal landscape. You need to evaluate how different your target culture is from your domestic country, and how much localization you may need to make your brand resonate with overseas customers. Similarly, legal regulations also affect the way you run your business in the market. So, if you want to expand globally and scale your business in a foreign market, you have to be culturally aware and have a good understanding of legal systems. If the culture gap is high, the localization needs will increase accordingly. You can invest in a localization management platform to handle your large-scale business localization project.
Logistics And Operational Challenges
Businesses that are dealing in physical products should be concerned about their operational logistics and supply chain. How would you deliver the products to overseas customers? Would you build a manufacturing plant in a foreign country as well? How much do the logistic operations and shipping cost? These are some of the most important questions that you must ask yourself because shipping goods beyond your national borders comes with a lot of challenges and risks. You have to look into finances, trade restrictions, and import and export laws of foreign countries to make things work for you smoothly.
Before planning to enter a new market, you must analyze the macroeconomic indicators of a country. For instance, a country’s economic stability, GDP, CPI, and interest rates are some important factors to consider for expansion. Just like you localize your business language for smooth communication purposes, you may also need to localize your financial framework based on the unique economic conditions of the country.
Some markets may have more potential for your brand than others. It’s a great challenge to find the market that will bring you the maximum profit and higher return on investment. With good market research and data analysis, you can make a mindful and informed decision about your location choice for business expansion.