Understand the purpose of an international strategy.

Why is this important to think about a global strategy ?

We are often surprised and fascinated during exchanges with exporters to discover how many export by opportunity, almost by luck. Small and medium entreprises have many competitive advantages, but some are happy to receive calls and orders from nowhere, with no real desire for international growth.

This denotes a real “added value” of very good products versus “marketing only” or “story telling” fast selling companies.

However, we remain convinced that it is necessary not only to seize short-term opportunities but to build the foundations of sustainable development, guaranteeing tomorrow’s successes.

WITHOUT STRATEGY > You risk making harmful decisions for the future.

Without a strategy you risk:

To develop unsuitable products.
To target non-receptive markets.
To prospect at a loss countries whose requirements are too high or have changed.
To focus on short-term results to the detriment of necessary developments for the sustainability of your business.
To be confronted with management problems, goals and growth project being obscure or non-existent resulting in people demotivation, demobilization, criticism…

An export strategy allows you to:

“Don’t think you know what your customers want, ask them !”

Make daily global decisions remaining consistent with the interests of your company over the long term. This approach makes it possible to define which products or services to sell and deliver and in which countries.
To define the role of each member of your team and give a common goal to all the elements of your company to achieve the objectives. Your teammates evolve within a clearly defined framework. We often take the example of the ship without a precise destination sailing by sight. A company without a strategy is the same thing. Define clear methods and processes allowing each member of the team to get involved in the realization of the project and to achieve personal fulfillment. Strategy is a powerful management tool.
Analyze current events in a future context. “What is the influence of such and such information, decision, action on the future of my business? “. The export successes you will have tomorrow depend on your current investments of time and money.
Stay one step ahead of your competitors and stay ahead. To be dynamic in export, anticipate changes to quickly take the necessary measures to respond to your international markets. Keep up to date with new trends and ideas and incorporate them into your strategy. You will thus be very effective in your innovation process.
To seek a balance between short and long-term objectives and to devote your resources to them in an optimal way.
Assess environmental influences. Monitor the economy and put the company on permanent international watch. Your international performance depends on global economic developments. These developments, particularly technological ones, have a decisive impact on your decisions, your budget forecasts and your investments dedicated to innovation.
Understand political developments and legal legislation. Identify the data you need. For this specific point, speak with experts.

“Strategy is not a lengthy action plan. It is the evolution of a central idea through continually changing circumstances.” Jack Welsh