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Going Global

What is it? & Why do it?

Many businesses dream of taking their products and services to the global marketplace. This fantasy starts with setting up a website and magically having people from all over the world buying up your products and services. In this dream, customers all speak your language, understand your offerings, and pay for their own international shipping charges.

The reality of going global is not quite so smooth or pretty, but it can be very rewarding. Benefits of going global include:

  • Capitalizing on world growth in consumer purchasing power
  • Protecting against falling currency rates
  • Securing your business during a recession
  • Leveraging global growth of internet access
  • Increasing your company's profits

    4 Stages of Going Global

    Many companies usually enter the global marketplace by accident. They get a call from someone in Mexico who needs to buy some equipment from them or someone from England orders your e-book online. In this stage of the game, the company isn't focusing any of it's marketing efforts overseas. Customers just happened to stumble upon their business and decided to make a purchase.

    The second stage is when a company decides to export their products to a foreign market. This may involves getting a distribution partner on the other end to take care of all the marketing activities.

    At some point, exports are doing well in certain countries and the company decides that they want a presence in the international market. They may decide to open a subsidiary or branch in order to maximize market penetration. Products and services may be customized or localized to meet the needs of the foreign consumer.

    The final stage is when the company truly reaches global status. At this point in the game, they are not only localizing products, they are thinking of their brand in terms of global penetration. Companies in this stage are household names throughout the world. Think Coca-Cola, Starbucks, Walmart, Carrefour, and other major corporations.

    In the past, the cost of going global made these steps necessary.

    Going Global Guerrilla Style!

    Technology has revolutionized the process of taking your products and services to world markets. Computers and the internet now:

  • Replace many costly and cumbersome distribution channels
  • Facilitate global sourcing of local talent
  • Improve communication ability and cost across vast distances
  • Provide a digital showroom for products and services
  • Include a platform for on-demand digital products and services

    But Global Guerrilla Marketers leverage technology to do everything from market research to international promotions. Want details? Join one of our teleconferences, get private coaching from the Global Guerrilla Marketing Coach, or wait for the upcoming book, Global Guerrilla Marketing.

    Contact the Global Guerrilla Marketing Coach
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