If you are considering global expansion, the first thing you have to think about is how you can enter new markets. While there are general tips for this, some points are a little more nuanced. For instance, it depends on where your company is located, or more often the case, where your business is trying to break into.
You may not know it, but there are subtle differences between American and European markets, and knowing these differences will be the deciding factor in either your success or failure.
The Difference In Entrance Strategies
The first difference that you have to take into account is variety. When attempting to enter the European market, you may think of the European Union as one entity, this is a mistake. You have to tailor your marketing approach by country because even if they are in the Union, there are stark differences from country to country. If you don’t, you run the risk of alienating a certain country or in extreme examples, upsetting them because of cultural nuances. This is in stark contrast to the US where even though it is a large area, marketing can be similar for most of the country, save for some rare encounters.
Following that, it is important to know that trends do affect different markets. These trends may be viewed positively or negatively based on which market you’re trying to break into. For example, the European market is a lot more sensitive to environmental issues. So a product that has a positive effect on the environment might do better in Europe where it might hit with less of a splash in the US.
Another thing that you should take into account is localization and this applied to both markets. A lot of companies fail to enter their different respective markets because they don’t change simple things in their products. This includes bad translations, typos, lack of adaption to US/EU business norms, along with any other issue that may seem awkward or wrong if you’re not paying attention.
Another difference is overestimating technology. A common mistake businesses make is misunderstanding how to push technological advancements without seeming excessive or superior. Easy integration is more viable and it makes more sense to push something that is easy to use over advanced because you want that product to go into use as fast as possible into as many hands as possible. You have to keep in mind that there is a people element here. A bigger US market means more people are interacting with the product which means there is a higher chance for user error.
In the end, it simply comes down to paying attention, where you are and where you’re going matters. Here at tritiumDX we are ready to help you no matter what market you are approaching. We will make sure that your product is always properly localized and make sure it hits the market in the best way it can, following trends and cultural customs. tritiumDX will power your business to the next level and make sure your market entry is as clean and efficient as possible.