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Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies


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What are the biggest challenges to entering new markets and how do you overcome them?

There is no single way to overcome the challenges to new market entry. Conversely, those challenges/obstacles should be determined before products or strategies are developed, to prevent substantial expenditures in the midst of entry. Once you understand which obstacles/challenges must be tackled, you determine how to overcome them. In a rush to move things along, many organizations fail to recognize the importance of carefully evaluating challenges before jumping all in.

overcoming obstacles

 

Carlos Escobosa commercial and administrative director of The Residences at Solaz says that in Mexico, where an important percentage of sales are directed to foreign buyers north of the border “the biggest external challenge is the negative perception that North Americans have of Mexico.  The best way to overcome negative perceptions is through  PR campaigns focused on the value, security of investments, and levels of capital being invested. In addition, there is often an internal lack of knowledge of what a consumer wants or needs in our industry (Travel & Leisure and recreational Real Estate)”. Cindy Collins founder of Mining Technology Partners told us that  “the approach for us would be the same as it was in coming into a new territory in our market of mining & metals. Except now  we have greater access to online resources such as advertising, SEO marketing and so on.  We are working to take advantage of this … with a new website, podcast and other content.  This is in addition to face to face meetings…it is more than about effective marketing, it comes to relationships”.

Rahul Samant CEO of Rehabtronics stated that “…the biggest challenges include regulatory, sales, distribution, and marketing. Typically to overcome these we enter markets where we have first established a strong sales and distribution partner that understands the local issues in this context”. Alejandro Godoy founder of Seafood Business Solutions adds that “entering new markets is all about understanding the demand. But on the other hand, explaining and demonstrating your product and its benefits in comparison to others” is key.

The research and development phases of a project often seem protracted, but it is essential to prepare and take your time to do it right. As noted above, the key issues to keep in mind for overcoming barriers are marketing, a clear understanding of demand, and relationship building.

Each organization has its own way of navigating areas of opportunity. Some companies are well versed in entering new markets, have strong processes and count on the necessary resources to do so effectively. For many others, hiring a consultant the most effective way to define specific challenges and design a strategy for tackling them. The avenue offers a way to overcome a lack of initial internal capacity within an organization, and support capacity building in an effective way; while continuing to move forward with the due diligence required for new market entry.  In addition, consultants can assist in overcoming sensitive subjects, as they can bring an impartial opinion and an unbiased eye, as is mentioned in an article by Alex Nuth  titled “Why Companies Really Hire Consultants” .

In a nutshell, taking the necessary time and doing your homework will minimize risks and maximize results.

This article is part 3 of 3.

In case you missed Part 1: Top 4 Challenges to Business Development. 

In case you missed Part 2: How important is it to develop strategic relationships and contacts inside target markets?

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How important is it to develop strategic relationships and contacts inside target markets?

The importance of making strategic contacts is fundamental to success – particularly when expanding into new territory. Relationships facilitate market penetration, assist in identifying new audiences, and measuring product performance. Partnerships can be formal or informal and require different levels of commitment in order to keep the relationship beneficial.

strategic relationships

 

Rahul Samant CEO of Rehabtronics told us that… “it’s very critical to establish strong sales and distribution channels as well as relationships with key opinion leaders”. Cindy Collins founder of Mining Technology Partners noted relationships are …”  huge and the focus of [her] company. [They] put providers together with contacts in Mexico and help them with distribution or [creating a] sales network.  Not only this, but to find references and the who’s who of using your products… this industry [mining] is very dependent on the usual early adopters.  We are often asked for who is using our customers’ products, especially for the more innovative or game changing products” . Alejandro Godoy founder of  Seafood Business Solutions highlighted “…it is very important to develop relationships with key decision makers, specialty seafood buyers in new markets.” Carlos Escobosa Commercial and Administrative Director of  The Residences at Solaz observed that “contacts in target markets offer a direct line to what consumers in those markets want, and most importantly, how to reach them in a cost-efficient way”.

This article is part 2 of 3.
In case you missed Part 1: Top 4 Challenges to Business Development.


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Top 4 Challenges to Business Development.

challenge

There will always be a variety of challenges to face in order to achieve successful business development. In pursuit of fresh perspectives, we interviewed business people from different industries including Fisheries, Med-Tech, Mining and Travel & Leisure.  In the first of a series of posts on the subject, we explore the answers to our initial question: What is the biggest challenge faced by your industry today?

The top 4 responses – in no particular order- were the following:

  •     Innovation
  •      Sustainability
  •      Regulatory Barriers
  •      Security/Image

What is interesting is that the challenges identified by each respondent are not mutually exclusive to the sectors. In fact, each of the industries represented faces more than one at any given time. Cindy Collins founder of Mining Technology Partners, identified innovation as the primary challenge to the mining industry. She noted that “…the need for innovation is great due to minerals being more difficult to find and financing being in other industries such as tech…  This is great for innovative providers of technology and services and the combination of the two”. Alejandro Godoy founder of Seafood Business Solutions, identified sustainability as “…the current low captures of wild seafood has increased all seafood prices… and aquaculture needs fish-meal to farm species. Seafood needs better sustainable standards to help future industry growth”. Rahul Samant, CEO of Rehabtronics said that “…in the medical device industry there are many challenges: Regulatory, Export barriers, R&D costs, health care procurement and adoption… Its very difficult to say one challenge that is the biggest, but if I had to I would say the pace of Health Care adoption which is slow in-part due to regulatory barriers”.  Carlos Escobosa Commercial and Administrative Director of The Residences at Solaz identified overall security and image issues that affect Mexico as a whole”.

The first step to overcoming such issues is identifying them. That also allows companies to seize on any areas of opportunity that present themselves by dealing with them in an effective way. Some barriers are more complex and systemic such as threats to environmental sustainability. Failing to address challenges early on risks creating unnecessary obstacles or complications in the future.

This article is part 1 of 3. Continue reading


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Turning 5

As S&R enters its  5th year, we are excited for 2012. How time flies!  It is interesting to look back and  see how far we’ve come.  Considering a few of the highlights, turning 5 means:

  • The company has planned and managed 26 exclusive events on behalf of our clients across Canada, the U.S. and Mexico.
  • We have represented clients at over 35 tradeshows and third party events.
  • S&R staff has been the MC and public speakers at nearly 30 events.
  • S&R has designed and executed nearly 20 individual advertising campaigns including 5 public/private sector coops with the Mexico Tourism Board on behalf of private companies and associations.
  • We’ve launched image, sales and sports campaigns.
  • In terms of PR, the company has coordinated press trips, national T.V. network interviews, provided a spokesperson during radio interviews and participated in crisis management for our clients.
  • The S&R team has provided graphic design services for corporate branding and advertising.
  • We have translated approximately 100 documents including lease agreements, purchase agreements, marketing material, websites, and correspondence, among others. We’ve provided this service for companies from the real estate, tourism, food, mining, and engineering industries doing international business.

We look forward to the continuing our collaboration with clients, partners and service providers. Cheers to the next 5!