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Ways to enter a new market

There are a variety of ways to enter an overseas market and your strategy may require you to use more than one. Choosing the right approach requires research and will depend on the country you wish to enter and your product or service.

Direct methods of entry include selling via a website or occasional visits to customers. Alternatively you may want to open an office in the new market or work with an overseas partner, agent or distributor. Each option has advantages and disadvantages, and legal and financial implications. Seek advice from your accountant, lawyer or advisor before making your decision.

Ways of entering a new market (TRANZ/Corbis)

  • Choosing market entry strategies

    There are many options for entering an overseas market and choosing the right one depends on a number of factors. Find out more

  • Direct and indirect exporting

    Should you approach customers directly or work with an intermediary? Your choice between a direct or indirect approach to overseas markets is important as often you cannot do both. Find out more

  • Exporting online

    As consumers grow increasingly comfortable making purchases online, the internet can be an easy way to reach international customers. As with any method of market entry, selling online requires planning and focus to succeed. Find out more

  • Establishing an overseas office

    Establishing an overseas office can be expensive so is seldom the first market entry option for new exporters. Setting up a dedicated sales or marketing office in one market will cost several hundred thousand dollars per year or more. Find out more

  • Manufacturing overseas

    Manufacturing offshore can reduce the cost of production, help get your product faster to market, and reduce transport costs of delivery. Find out more

  • Working with agents and distributors

    If exporting for the first time you may wish to use an agent or a distributor. If they are well-established you get established customers and local market information, while they get either a percentage (agent) or a margin (distributor). Find out more

  • Strategic alliances and joint ventures

    Strategic alliances or joint ventures allow you to partner with an existing business to share the risks and opportunities in a new market. Find out more

  • Licensing, franchising and royalties

    Licensing, franchising or accepting royalties can be valid strategies for entering new markets. These options can provide faster, more affordable, and potentially more profitable access to markets although there is a potential downside of less control. Find out more

  • Working relationships

    Building and maintaining relationships is an essential part of doing business. Exporters have to work hard developing and managing these over a long distance. Find out more

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