Reasons for going abroad
Typical occasions are a saturated home market, enquiries from foreign customers or partners, or the wish to reduce dependence on individual markets. The single market of the EU (European Union) makes many things easier, but purchasing behaviour, competition, sales channels and service expectations differ considerably from country to country.
In addition, there are practical questions that are frequently underestimated: how are customers abroad looked after, who handles service and complaints, in which language are quotations and documents prepared, and how does the additional effort affect the organisation in Germany? Good preparation answers these questions before the first orders arrive.
Market selection and market analysis
We help you select the suitable target markets from several possible countries. In doing so, we consider market size, the competitive situation, price levels, sales structures, language and proximity to your company. The aim is a reasoned ranking so that you can concentrate your resources on a few markets.
For the selected markets, we prepare an in-depth analysis covering target groups, important competitors and the requirements for product, price and communication.
Market entry strategy
There are various routes into a new market, which differ in effort, risk and control. We set out the options with their advantages and disadvantages and develop a phased plan that starts with a manageable commitment and can be expanded if successful.
- direct sales from Germany
- cooperation with local dealers or commercial agents
- cooperations and partnerships
- own branch or subsidiary
Partner search and set-up
We support you in finding and evaluating suitable sales partners, in preparing discussions and in establishing processes between head office and the foreign market. Legal and tax questions, for example on contracts, company formation or VAT, are clarified together with licensed professionals (lawyers, tax advisers) in the respective country.
For the first years in the new market, we recommend a separate plan with revenue, cost and liquidity targets as well as clear criteria by which success can be measured. This enables you to decide in good time whether to expand further in the market, adjust your approach or withdraw.
Frequently asked questions
How many countries should we start with?
As a rule, with one or a few markets. Concentrating resources increases the chances of success and provides experience that helps with the next market.
Do you handle the formation of a foreign company?
The legal formation is handled by licensed lawyers and tax advisers. We prepare the business decision and, on request, coordinate the collaboration.
How long does a market entry take?
That depends on the industry, the product and the route chosen. A reliable statement is only possible after the market analysis; we therefore plan the market entry in verifiable stages.