Large Market Entry: Regional Strategy

Yes. It is 2021, and countries have large easily navigatable distribution logistics, especially in large land mass countries like the USA and China. However, just because you can distribute your product across a large national market can be deceiving for companies coming from Europe. Once my friend who works for Seimans kept visiting Boston when I was living in Seattle, and the Southeast US, thinking since he was in the same country I was nearby to visit him.

Domestic companies in the US do not plan to market the same way across the national market, but foreign countries frequently do. Currently I have been supporting an insure-tech startup product launch, and there are different regional strategies and oversight for the US market. It reminded me, again of this difference in perspective from many European startups who think the entire US market should be approached the same way. In addition, as those companies also work with me on their interest in the market in China, I thought about how similar the regional differences really require each region to be approached with its own marketing strategy.

In Europe, no company would approach each country in the European block as one uniform market. A company which is started in Poland or Germany approaches each country market individually. Sometimes the Scandanavian markets are approached ad hoc, but considered a different market than the German, French, Polish, or Spanish markets, just to name a few.

What would this look like in the US? How can companies think about effective regional strategies? Of course I can put in a biased recommendation that Georgia has the busiest airport in the country, and Atlanta has always been a distribution center across the country, but that is one type of consideration about where to incorporate a business. In terms of sales and marketing, one of my Advisory Board members helps create marketing copy that speak to the things US consumers will connect. However, approaches that work in big midwestern cities might not click as easily in New England or rural Southeastern areas, from Texas, to California. Areas which are more diverse or homogenous, more relaxed or to the point, are present all across the continent, the same way they would be represented in the different business cultures of Europe.

In China, we are present in Hangzhou, which is an hour from Shanghai, but you must also consider that the east coast cities of China differ in culture from southern coastal cities, to the colder steppes of the north, as much as their cuisines and dialects do. There are different demographics and different distribution of the growing middle class consumers.

We can help and support market strategies and entry for both countries, and help work with helping a sales force to adapt to establish a presence and push forward into different regions with smart strategy that connects more easily with the cultural expectations of the consumers.