In this dynamic business environment, there is limitless opportunity for business growth and expansion, with various ways for passionate and thriving businesses to expand into new markets and enhance their operations.
But for businesses looking to globally expand for the first time, knowing which global expansion route to take can be an early-on hurdle which they need to overcome before the journey can begin.
In this blog, we look at the main expansion strategies, exploring the ideas behind each strategy and clearly defining the options available for businesses looking to expand on a global scale.
- Global strategy
A global strategy involves operating as a single, unified entity across multiple countries and markets. This approach emphasizes standardization of products, processes, and marketing strategies to achieve economies of scale and cost efficiencies. Companies pursuing a global strategy often have a centralized decision-making structure and a strong focus on a consistent brand image and message worldwide. This strategy is effective when there are significant similarities in customer preferences and market conditions across different regions.
- Transnational strategy
The transnational strategy aims to achieve a balance between global integration and local responsiveness. It acknowledges that markets and consumer preferences vary across different regions. Therefore, companies adopting a transnational strategy seek to combine the benefits of global coordination with the flexibility to adapt products and strategies to meet local needs. This approach often involves decentralized decision-making and extensive collaboration between global and local teams.
- International strategy
An international strategy involves entering foreign markets through exports and limited local adaptations. Companies pursuing an international strategy focus on leveraging their domestic core competencies and extending them to foreign markets. The emphasis is on maintaining product consistency while making minor adjustments to suit local preferences or comply with regulations. This strategy is suitable for companies with unique or specialized products that have global appeal.
- Multi-domestic strategy
The multi-domestic strategy, also known as a localization strategy, emphasizes tailoring products and marketing strategies to the specific preferences and needs of individual markets. This approach acknowledges the significant variations in consumer behaviors, cultures, and regulations across different countries. Companies adopting a multi-domestic strategy often grant considerable autonomy to local subsidiaries or divisions to make decisions that best serve their respective markets.
What are some common market entry methods?
We’ve discussed the strategies, but what about the different ways to enter a new market? We’ve broken down some of the most common examples to give you an idea:
- Direct exploring – when a company sells directly to consumers in another country.
- Licensing – when a company is given the right to use a brand’s trademark. The licensee pays the licensor a royalty fee to use trademarks.
- Franchising – an agreement between a franchiser and a franchisee. The franchiser owns the business and sells the rights to their brand to a franchisee who opens a separate branch under the brand’s name.
- Partnering and strategic alliance or joint ventures – either a strategic partnership with a local representative, or where two or more parties pool their resources together.
- Mergers and acquisitions (M&A) – the consolidation of two businesses with the aim of increasing market share and profits. These ventures are complex and require proper planning, which you can read more on here.
- Greenfield ventures – launching a new, wholly owned subsidiary in a foreign country. In this instance, a business would enter a new market without the help of any other companies already present in that country.
Remember – do your market research
Before deciding on an expansion strategy, it’s vital that you perform in-depth market research to determine which strategy allows seamless integration into your chosen market. Remember to factor in the following:
- Tax and employment
- Market trends
The team at HSP Group can assess these variables and advise you on the best direction to go with your expansion journey.
Our expansion strategists are here to help
With a wealth of experience behind them, working with various businesses in different markets, our global expansion experts are familiar with navigating all types of global expansion strategies to ensure successful expansion into a new market.
We ensure we pick a strategy that suits your vision and values and aligns with your goals – no business is the same, and so we provide bespoke expansion advice that is relevant and applicable directly to your business.
If you’re interested in hearing more about our global expansion services, please get in touch via our online contact form.