There are many compelling reasons to consider entering one or more of the fast-growing emerging markets. However, new entrants need to develop a focused strategy to do so successfully.
Entering these emerging markets is a high priority, and yet companies cannot rely on past approaches used to enter developed markets. A focused strategy is required. While the specifics will vary, the following are key general considerations for successful entry into emerging markets:
- Where will you play? An emerging market entry plan should create clarity as to the role emerging markets will play in your broader corporate strategy. The ultimate aim is to create long-term value.
- How will you enter? Entry barriers can vary greatly from market to market and region to region in larger national markets. Typical issues might include a lack of infrastructure, which can create challenges in areas like product distribution and supply chain management.
- How will you build a profitable position? Once the leadership of your company has chosen a market and agreed on an entry strategy, the focus should then be put on how to create a defensible position that has the potential to satisfy your long-term objectives.
- How will emerging market activities fit into your global business model? Because emerging markets typically require different approaches, processes and governance policies compared to more developed markets, organizations usually cannot simply replicate a standard operating model within an emerging market or across multiple ones. Each new market therefore has the potential to add significant amounts of complexity to a company’s global operating model.
Suggested best practices for entry into these countries are:
- Build strong networks – Developing networks of advisors, partners and government contacts help to ensure you go into markets well informed of operating realities as well as identifying opportunities and risks.
- Tailor your strategy – One strategy won’t work in different countries and sometimes different regions and submarkets. Customize to local customer tastes and operating conditions.
- Cultivate local talent and partners – Local management and partners can help tailor your approach to specific to fast growing emerging markets and help navigate obstacles.
- Build a strong due diligence process – Conduct preliminary investigations to learn how the local culture and business environment might affect operations.
- Plan careful but be flexible – Good planning entails constantly refining strategies to meet local needs, to keep pace with competition and changing government policies.
Please have a look on the services Next 11 offers you and don’t hesitate to contact us for your specific challenges, as each opportunity is a unique case and our strength is to find a tailor made solution for you.