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Enter foreign markets: How to successfully shape your expansion

Updated: May 7, 2023

Expanding into new foreign markets offers companies the opportunity to grow their business, attract new customers, and increase revenue growth. However, expanding abroad can also bring challenges such as cultural differences, regulatory hurdles, and competition. In this comprehensive article, we will discuss how you can successfully shape your expansion abroad. We will focus on the following aspects: strategy development, market research, adaptation to local conditions, building business relationships, legal and regulatory aspects, human resource management, and success measurement.

Unlocking foreign markets

1. Strategy development

A solid strategy is key to success in unlocking new foreign markets. When developing your international expansion strategy, consider the following points:

  • Goal setting: Set clear goals for your expansion, such as increasing revenue and market share, tapping into new customer segments, or improving your competitive position.

  • Market selection: Choose your target markets carefully, based on factors such as market potential, competitive intensity, political stability, and cultural affinity.

  • Market entry strategy: Choose the appropriate market entry strategy, be it through exports, joint ventures, franchising, or establishing a subsidiary.

  • Resource planning: Ensure you have sufficient financial, human, and technological resources to achieve your expansion goals.

2. Market research

Comprehensive market research is crucial to identify opportunities and risks in target markets and make informed decisions. Your market research should cover the following aspects:

  • Market size and segmentation: Determine the size and growth potential of the target market, as well as relevant market segments and customer groups.

  • Competitive analysis: Analyze the competitive landscape, including key players, their business models, strengths and weaknesses, and market shares.

  • Customer needs and behavior: Explore the needs, expectations, and purchasing habits of your target customers to develop a better understanding of their requirements.

  • Economic, political, and legal conditions: Investigate the economic, political, and legal aspects of the target market to identify potential barriers and opportunities.

3. Adaptation to local conditions

Adapting your products, services, and business practices to local conditions is crucial for success in foreign markets. When adapting to local conditions, consider the following aspects:

  • Cultural adaptation: Be aware of cultural differences and norms that could affect your business practices, communication, and customer relationships. Train your employees in intercultural sensitivity to avoid potential conflicts and misunderstandings.

  • Product and service adaptation: Adapt your products and services to the specific needs, preferences, and requirements of local customers. This may include adjusting product design, packaging, pricing, or service offerings.

  • Marketing and communication adaptation: Develop local marketing and communication strategies that take into account the cultural, linguistic, and legal specificities of the target market. This may include adapting promotional materials, sales promotions, or PR activities.

4. Building business relationships

Building strong business relationships is crucial for the success of your foreign expansion. Follow these tips to build effective business relationships:

  • Networking: Use local and international events, online platforms, and industry associations to establish contacts with potential business partners, customers, and stakeholders.

  • Trust building: Create trust and credibility through open communication, honest business practices, and meeting commitments.

  • Partnerships: Consider collaborating with local partners to leverage their market knowledge, resources, and networks and strengthen your presence in the target market.

  • Customer service: Provide excellent customer service to promote customer loyalty and long-term business relationships.

5. Legal and regulatory aspects

Compliance with legal and regulatory requirements is crucial to avoid legal problems and business risks. Pay attention to the following aspects:

  • Import and export regulations: Inform yourself about the applicable import and export regulations, tariffs, and taxes in your target market.

  • Business licenses and registrations: Ensure you have all the required business licenses, registrations, and permits to operate in the target market.

  • Labor and social laws: Inform yourself about applicable labor and social laws to ensure compliance with minimum wage regulations, working hours, and occupational safety provisions.

  • Data protection and intellectual property: Protect your data and intellectual property rights by complying with data protection laws and registering trademarks, patents, and copyrights in the target country.

6. Human resource management

Selecting and leading a qualified and committed team is crucial for the success of your foreign expansion. Consider the following aspects when planning and managing personnel:

  • Recruitment: Ensure you hire the right employees for your international team by focusing on expertise, language skills, and cultural adaptability.

  • Training and development: Invest in the training and development of your employees to expand their skills and competencies related to international business practices and cultural sensitivity.

  • Communication and collaboration: Encourage open communication and collaboration between your international team and your core staff to enable knowledge transfer and shared learning.

  • Employee retention: Create an attractive work environment and provide incentives and development opportunities to retain talented employees and build long-term commitment to your company.

7. Success measurement

To measure the success of your foreign expansion and ensure continuous improvement, it is important to establish performance indicators and feedback mechanisms. Follow these tips for success measurement:

  • Key Performance Indicators (KPIs): Define clear KPIs to measure the success of your expansion, such as revenue growth, market share, customer satisfaction, or employee retention.

  • Regular reviews: Conduct regular reviews of your expansion strategy and results to track progress toward your goals and identify potential issues early on.

  • Collect feedback: Gather feedback from customers, employees, and business partners to gain insights into your strengths and areas for improvement.

  • Adaptation and learning: Adjust your expansion strategies and practices based on the insights gained to promote continuous improvement and growth.


Unlocking new foreign markets can be a rewarding opportunity for your business if you prepare thoroughly, develop the right strategy, and adapt to local conditions. By following the steps outlined in this article, you can ensure that your expansion abroad is successful and helps you achieve sustainable growth and competitive advantages in global markets. At AV-LEAD, we specialize in expansion to Central Europe. Discover our services and learn how we can help you achieve sustainable business success abroad!


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