Fail in foreign trade - Ten ways to waste money abroad: The sixth case - Don’t worry about the fact that your customers abroad speak another language and have a different mentality

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Fail in foreign trade - Ten ways to waste money abroad: The sixth case - Don’t worry about the fact that your customers abroad speak another  language and have a different mentality

An article of InterGest, partner of ti communication

Mr. Schmidt had always been someone with a strong affinity toward Great Britain, and he was particularly fond of London. Whenever he can, he flies across the Channel to spend a few free days there.

Mr. Schmidt is also an entrepreneur, and he manufactures all ty­pes of locks. The cylinder locks and padlocks from Schmidt GmbH are known for their quality and their multifunctional utility.

Back in London one fine day, Mr. Schmidt is in a lock store and realises that his locks would actually be well suited to the British market. He wonders why he never thought of it before, and at that moment he begins to develop a strategy for entering the market.

Back in Remscheid, where locks have already been built with great success for years, Mr. Schmidt calls together his team to announce the new expansion strategy in the United Kingdom. A working group is founded immediately, and the ladies and gentlemen start assigning the various tasks internally – a powerful troop of German specialists is now planning their market entry for the UK.

In one of the subsequent strategy meetings, Mr. Kleinschmidt pipes up and – how could he? – expresses some concern about whether it might be a good idea to talk with a consultant in England in order to adapt the planned marketing and sales materials “to the English taste.”

Mr. Schmidt’s response to this suggestion is almost aggressive, and he points out to Mr. Kleinschmidt that he has been travelling to London for years, is practically a native speaker, and knows the English people through and through. When someone mentions that Great Britain includes more than just England, Mr. Schmidt dismisses them immediately, saying, “I know what I’m doing here”.

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Fail in foreign trade - Ten ways to waste money abroad: The fifth case: Set a maximum limit of one year for entering an international market (six months are even better)

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Fail in foreign trade - Ten ways to waste money abroad: The fifth case: Set a maximum limit of one year for entering an international market  (six months are even better)

An article of InterGest, partner of ti communication

Mr. A is a specialist in cold meat and sausage products and his factory in the heart of Germany is famous for its wonderful ham. Now in its second generation, his company markets meat speciali­ties throughout the whole of Germany.

Every time he goes shopping in his local supermarket, Mr. A asks himself why it is that imported products are so successful here and wonders if he might also succeed in selling his products abroad.

If the Italians are so successful with their Parma ham and you can find Spanish Serrano in just about every refrigerated shelf in Germany, why shouldn‘t it be possible to sell German ham in London? Mr. A calls his team together and outlines his idea of investing in the British market – after all, as everybody knows, the British still have a thing or two to learn when it comes to matters of international cuisine. His employees think the idea is good and everyone agrees to put the plan into action as quickly as possible.

Indeed, work commences the very next day. A market study is drawn up to assess the competition, a team flies out to London to conduct test purchases and sample the products already on offer. Logistics are also considered, potential profit margins assessed, and the packaging modified to fall in line with British tastes. In short, everything is geared towards assured success.

Mr. A is extremely motivated. He has meanwhile set up a sales office, so that his customers will not have to import the products from Germany and has already begun organising tastings in the most important supermarkets with the aid of his new employee in England. People react positively to the samples and his first listings are as good as in the bag.

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