HOW TO WIN IN NEW MARKETS
Faced with economic uncertainty, it is necessary to see the crisis as an opportunity to gain presence in new markets.
At present, we must understand how to cope with the new size of the market, analyzing the areas that generate resources in future to be one of the possibilities to generate business to the outside.
Ignorance, many companies fear going abroad.
Here are some steps to follow in search of new markets: The first is whether the company is able to export. Adequate statistical enable the company to know the volume of production and sales in recent years, the changes produced in the stocks, as well as cost analysis will determine what is the optimum point of production to the table of current sales and future.
Whether the expectations of the domestic market are lower, you will need to verify that the current technology is adapted to the production of goods for export.
If expectations exceed the capacity available today, you should raise the possibility of incorporating new equipment with the technological advances required by the plan for future exports.
The selection of products for export should be a result of a product / market, as that property is marketed in the domestic market, may not be on the outside.
Hence, it would be to consider the following questions:
- Is it a versatile product, easy adaptation or not?
- Do you have to adapt, what their cost?
- Are the necessary inputs are of normal supply?
- Does the adjustment should be made about the product, or about some of the components?
- Does the company require staff or hire external staff?
These questions need to be answered, in order to prepare the product, so the company can decide whether to conquer foreign markets.
For certain products, it would be better to make a few pieces and then try to market them in the selected market. However, if experience is a failure, the attempt has a lower cost, that they have hired a specialist in international marketing.
Furthermore, there are employers who do not recognize the value of a market study, it is wrong livelihood, that if the product quality in the domestic market, and people will accept and purchase, should therefore be sold without difficulties in foreign markets.
When companies need to address an international experience to take the decisions are complex, some of them are similar to the effect on the domestic market, while others are related to specific aspects of the countries concerned, for example:
- Political, economic and social.
- Competition.
- Tariff restrictions.
- Cultural, religious and language.
- Transportation facilities and communications.
- New purchasing habits.
- New consumer preferences.
In principle, all countries could be potential buyers, but face the analysis of all countries is impossible, the study should focus on countries that are most interested in proximity, political economic, cultural aspects, among others.
Reports of country market / product under analysis is in most cases, one of the most appropriate to provide the company with a practical, relatively quick and easy reading.
About the market research, operational tool that facilitates the task is a process to retrieve, view and analyze information on products, markets, consumers, advocacy, in order to assess the incidence and behavior of each factor mentioned conclusions. This will guide the actions you decide to take the company.
In general, market profiles cover a single product, or related to a product group on a market study aimed at facilitating access to certain markets, and must provide the information needed by exporters. It is clear that there are two reasons why a company decides to export: by conviction or by necessity.
Undoubtedly, the first reason is the most serious, and allows the result of the export is the result of a scheduled task. In contrast, the second reason is almost always come from domestic demand decreases, then there is the possibility of exporting.
Therefore, for the export is feasible and then sustained over time, it is advisable to perform a series of studies and preliminary analysis, as there are certain variables controllable from the company (price, product, promotion, sales force, channels) and other non-controllable (competition, market, legislation, technology, cultural factors, among others).
The more you know the chosen market, will have less chance of being wrong!.
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