If done incorrectly, it could end up costing your company millions. Religious Images One of the most sensitive touchstones to any culture is its religion. With some exceptions, international companies come from much smaller domestic markets than the US.
Chinese companies that have an active localization strategy will be better able to position themselves for overseas expansion. The Expat The first instinct is to send someone from home base. Organizations must give local-market teams the authority to execute autonomously while continuing to move in the right direction.
Hence, when introducing a premium product and targeting China as a whole, you will likely dilute your efforts and drain your resources. China has over cities, 22 provinces and is the third largest country in the world.
There are no official statistics. Foreign-owned companies often fail in the Chinese market due to a product-market mismatch, an unwillingness to adapt their strategy to local market conditions, a lack of know-how about the country and simply because they are not willing to commit sufficient resources to their business in China.
Coca Cola Corporation is a primary example of how presentation from a foreign Brand is done well in China. The coastal regions and cities, such as Shanghai, Hangzhou, Guangzhou, etc. Firstly, if permission from company headquarters is required for even the smallest of decisions, then this can chronically slow down the responsiveness and versatility of a business operation: How do companies fill these positions?
Common mistakes range from not having a localized strategy, to trying to manage the local business operations from abroad. As you enter the US, you may find out that SMBs only make up a small share of your addressable market and that instead the market for your product is mostly Fortune type companies.
A few years back we worked with an online maker of Italian made-to-measure suits. In many industries, the US market is so large that the only viable strategy is to break it down in narrow niches and focus relentlessly on targeting and serving one or two of them.
The first hurdle is appreciating the fact that the US is not a market, but 50 different markets with different rules and standards. Such credibility is built on a track record of success rather than on credentials and seniority, especially in places like Silicon Valley.
Companies must candidly ask themselves why a top US sales and marketing executive would join a company with and unproven product and no track record in the market. Entry mode often depends on a number of factors, including industry landscape, the geographical size and scope of the market, whether the company plans to manufacture locally or import its products, and the level of on-the-ground sales and technical support required by customers.
Surprisingly, at trade shows in the US, we still see companies that print brochures in A4 instead of Letter size! Localization in a broader sense includes product marketing, channels and positioning.
It is a challenge, but the payoff can be tremendous. Product Marketing and Sales Collateral I am convinced that the vast majority of marketing materials, brochures, catalogs, even imagery, trademarks designed for a French, German, Japanese or South African customer are going to be either unusable in the US or require extensive rework.
As we will discuss later in this article, it is crucial to adjust to local market conditions and allocate sufficient resources to the China business for it to be able to expand.
Misunderstanding Customers In my experience companies consistently overestimate how much the target market values certain features and underestimate how much it values others.
Micromanaging instincts and decision making by the water cooler must give way to extensive delegation. Take a look at our market entry services for more details.They received Hispanic followers by specifically targeting an ad campaign that showed three generations of a family that were bilingual in English and Spanish (Helin, ).
As you can see there are many types of mistakes that can be made when marketing American products in other countries. (1) Each country has its own traditions, cultural norms and taboos.
(1) When designing global marketing strategies, companies must understand how culture affects consumer reactions in each of its international markets. In turn, they must also understand how their strategies affect culture. Money Market» Examples of "Examples of Company Failure Due to Cultural Mistakes." Retrieved from fresh-air-purifiers.com Sep 22, · It is essential, before entering a foreign market to clearly identify the motivations behind your decision to explore entering the international marketplace.
Examine what your domestic marketing strategy has been and how the domestic plan employed by your company on a local level needs to be tailored to be positively received in the proposed international territory.
Failing to adequately fund marketing and sales activities is one fatal mistake that international companies make over and over again when planning to enter the market. In the US, with its highly marketing-oriented business culture, investments in marketing will attract top sales talent.
the Coca-Cola Company made a decision to Linkedin + Qualtrics. Do you have any other examples of big market research mistakes companies have made?Download