Market Expansion
Step 4: Market Entry
Four mayor steps in expanding your company abroad –
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Market Expansion:
Step 4: Market Entry
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Step 4: Market Entry
Entering the Market and Winning Early Customers
Once your company is established on the ground, the next big challenge is clear: winning customers. This is where strategy meets reality — and even the most prepared businesses can find themselves surprised by how local market dynamics actually work.
Going to market is about more than just launching a product. It’s about understanding where and how to reach customers, which partnerships to prioritize, and how to position your brand in a way that resonates locally.
Finding Customers and Partners
Entering a new market often means starting from scratch in building your customer base and partner network. This can involve:
- Identifying key sales channels (direct, distributor, or partner-based)
- Attending local industry events and trade fairs
- Tapping into local business networks for introductions and credibility
B2B businesses especially benefit from early partnerships that open doors and provide local validation.
Adapting to Local Expectations
Cultural norms, communication styles, and buying behavior vary by country. The messaging that works at home may need to be entirely reshaped abroad. Knowing how to present your value proposition to local buyers — and in their language and context — is vital.
Positioning and Brand Visibility
To gain traction, your brand must be visible in the right places:
- Selection of most efficient marketing and advertising channels
- Local media and PR opportunities
- Digital marketing tuned to local search habits
- Participation in relevant trade and networking events
“Market entry is about understanding not just where you fit in, but how to make yourself visible to the right audience,” says Carmen Bischof, Partner at Senzor.
Consulting for International Expansion
The Pitfalls
Common Pitfalls in Going to Market
- Underestimating market concentration or gatekeepers
- Using the same marketing approach as in the home market
- Neglecting local partnerships that build trust and access
- Failing to translate brand messaging into the local business culture
A Food Company’s Swedish Market Surprise
A well-established food company from Southern Europe set its sights on Sweden, expecting that Nordic consumers’ interest in high-quality, imported foods would ensure quick success.
However, they severely underestimated how concentrated and controlled the Swedish food retail market is. A few dominant supermarket chains act as powerful gatekeepers, and without the right local relationships, product placement was nearly impossible.
The company’s standard approach — effective elsewhere — didn’t work here. Without prior groundwork to establish retail connections and an understanding of how Swedes discover and buy new food products, the company struggled with poor visibility and limited distribution.
By the time they pivoted to invest in local partnerships and tailored marketing, their competitors had already secured the key shelf space.
Read more about our services for the Food & FMCG industry here.
Your Market Entry, Done Right
At Senzor, we help companies tailor their market approach with precision — ensuring your product, your brand, and your message are seen by the right people, in the right way.
Planning to enter a new market?
Let’s make sure your go-to-market strategy hits the mark.
International Market Expansion:
Read More About the 4 Steps
Step 1: Preparation and Evaluation
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