The development process in the foreign market: the approach, the objectives, phases, results.

Often we hear of “internationalization” or commercial development abroad, but it is not always clear how this process has occurred, if by chance, whether through an impromptu contact or through a well-orchestrated strategy carried out according to an organic program, with set goals and phases.

There are several ways to bring a company abroad and make the business model work well: first of all you need to have a business model!

That is to say thatthe company must have a clear understanding of his way of doing business, must set a specific goal, he must not (I use the negative imperative) give it a try and see what happens.

1. It starts with an analysis of opportunities, knowing the foreign reality with which you want to relate, working on understanding the social and economic dynamics of that context (whether national or local, this is also part of a goal) in order to be as certain as possible that the company and the offer have the chances to make themselves desired on that market.
2. We work on the analysis of distribution / sales channels within which I can position the company and product / range, in order to create a first communication and presence strategy.
3. It examines itself (based on the characteristics of the company and the objectives set) if a presence in an exhibition context is useful, analyzing the activities necessary to put that presence to good use (if, for example, I have to be seen by buyers, or by consumers or media, in case it already has a first presence on the market).
4. It is planned, within a distribution channel, a promotion program with initiatives agreed with the marketing department&advertising.
5. It works, in parallel, with their own image online and with social media, to highlight and notify users of activities on the foreign market.
6. A communication plan is also structured on the domestic market, that you take advantage of the “reputation” of brand, which is taking place on the international market.
7. A periodic budget analysis is carried out to be dedicated to the international presence and to communication and promotion actions.
8. The possibility of collaborating with the distribution channel to create a corner or – even independently, on the outside, if the budget allows – of a pop-up shop, rather than a temporary shop.
9. A structured plan of commercial and / or retail initiatives is adopted, aimed at gradually consolidating the presence of the brand on the market and among consumers.
10. The possibility of planning the opening of a proprietary store or with alternative formulas is evaluated (franchising, partnership, concession, shop-in-shop), through which to consolidate the development program and evaluate further developments (geographic, as well as the sales format).

The international growth program has a very specific meaning, it is not an attempt to sell more; responds to a desire for structured growth, a repositioning plan that allows you to take new and presumably more profitable paths. But it is also an articulated program, which must be well orchestrated and which will change the initial structure of the company. It can also be structured with targeted b2c actions , working on a different plane.

This development logic can also attract investors, both early stage, both in subsequent ones. This is not related to dimensional growth, there are investors who aim for small companies of great value, with which to replicate that business model and make it grow financially.

In one case or another, it's about “operations” interesting, which in the current market context are important because they make it possible not to remain generalist producers inevitably destined to the pressure of a competition that sees the offers increasingly align.

Many historical brands with an excellent reputation from a product point of view have been far-sighted and have moved in this direction, avoiding being squeezed into small market contexts, where it is difficult to progress beyond a certain limit.

LINK: the case of the historic Marchesi pastry shop 1824 of Milan is representative of a correct approach to market evolution. Already entered the sphere of the Prada Group, began to “to attend” London with a temporary store and then come to the determination to launch its first “atelier” Property, just opened in the prestigious Mount St., in the heart of the elegant Mayfair district.

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For information and details on our international business_brand development programs and the initiatives implemented in London, within the main department stores, you can send an email to: management@mito.org.uk