International Market Entry Strategy
We help companies design and implement an international market entry strategy, so that they can scale internationally and amplify their impact in the world.
We help companies to scale internationally by supporting them in three key areas of their business:
10x Strategy
for many companies this is a robust international market entry strategy that is ten times better than their current best thinking
10x Momentum
in other words moving 10x faster into international markets than your current pace
10x Cashflow
cash in the bank is increasing by at least 10% year on year
To get those results, there are three big levers you can pull…
The first lever is Critical Thinking which includes:
- Developing an expanded vision - big picture thinking, rather than a “nickel and dime” picture of what you want to achieve.
- Pursuing deep insights - into the opportunities, threats, strengths, weaknesses and barriers to entry in the countries you’re hoping to enter. Understanding the size and dynamics of each market, who your ideal clients and competitors are and how to appeal and deal with them, appreciating the nuances of each culture and what that means for your team as you begin to work there.
- Getting a robust grip on reality - developing certainty that you can deliver on the vision you’ve developed and that your company is set up to do it.
To get those results, there are three big levers you can pull…
The first lever is Critical Thinking which includes:
- Developing an expanded vision - big picture thinking, rather than a “nickel and dime” picture of what you want to achieve.
- Pursuing deep insights - into the opportunities, threats, strengths, weaknesses and barriers to entry in the countries you’re hoping to enter. Understanding the size and dynamics of each market, who your ideal clients and competitors are and how to appeal and deal with them, appreciating the nuances of each culture and what that means for your team as you begin to work there.
- Getting a robust grip on reality - developing certainty that you can deliver on the vision you’ve developed and that your company is set up to do it.
The second lever is the ability to make Definite Decisions - high-quality choices which you make and adhere to. This is enhanced by:
- Having uncompromising objectives - clear, achievable goals that take you beyond your comfort zone. Without these, you won’t take the risks that you need to take to be internationally successful.
- Knowing your numbers - to make high-quality decisions you need to be across and in control of all the numbers in your business. This includes financial numbers and marketing data.
- Creating a powerful plan - a step-by-step plan which sets out who must do what, by when, to make your vision a reality.
And finally, to get things moving, you’ll need Extraordinary Execution - you must consistently carry out your strategy to a very high standard.
Extraordinary Execution becomes much easier when you have:
- Super systems - across all areas of the company, so that the founders can stop working 80 hours a week and start getting maximum leverage from their time.
- A top team - who are 100% on board with your ‘global vision’ for the company. Ideally, they’ll also have at least 90% of the skills needed to make the vision reality, and be willing to put in 120% effort to get results.
- Active accountability - external observers who give objective feedback, encouragement and counsel on your plans and on progress. We believe that to a large extent, environment dictates performance.
Executive Advisory Program
The Executive Advisory Program (EAP) is our flagship offering in the international market entry strategy space.
It is designed for companies turning over $2M+ and enables us to work with your team across a number of areas, to give you the tools to realise your global vision with minimum stress and maximum impact.
We start with a four-month engagement, as in our experience this is the minimum amount of time that you need to get results. Each month we meet twice to work on the areas that you have identified as priorities, including:
- an hands-on, ‘doing’ workshop, to give you the tools that you need to go global and,
- a 1:1 mastermind session to review your financial dashboard, problem solve, track progress and celebrate wins.
In between workshops, you can reach out to us for support,
whenever you need it.
Our Advisors
Meet our team of trusted international strategy experts
Our Clients
What our clients say
Maintaining brand consistency is the foundation for building trust and loyalty with your customers. But when expanding internationally, simply sticking to the same formula won’t cut it. Adapting your brand to align with local cultures, norms, and preferences is just as critical for success. Get it right, and you can tap into new markets and boost your bottom line. Get it wrong, and you risk poor sales—or even legal challenges. In this blog, we’ll explore how SMEs can strike the perfect balance between brand consistency and localization, and share proven strategies and real-world examples to guide your global journey.
Why Brand Consistency Matters
Brand consistency is more than just maintaining a uniform logo or color scheme—it’s about delivering a cohesive experience that resonates with your audience and builds trust. According to Forbes, maintaining consistent branding can increase revenue by up to 33%, underscoring its impact on financial performance. Similarly, Salesforce reveals that 90% of consumers expect their interactions with a brand to be consistent across all platforms and locations, regardless of where they are.
Consistency fosters familiarity and trust, representing key elements of a loyal customer base. However, when expanding internationally, maintaining this consistency can be both complex and costly. This is where brand localization comes in, allowing you to adapt your brand to meet the unique needs of local markets without sacrificing your core identity.
The Role of Localization in Global Success
When expanding internationally, there’s no one-size-fits-all solution. Different markets have unique cultures, consumer behaviors, and preferences, meaning what works in your home market may fall flat elsewhere. Localization bridges this gap. In fact, a McKinsey report found that 80% of companies with localized product offerings outperformed their competitors in market share.
Take McDonald’s, for instance. To cater to India’s predominantly Hindu population, where beef consumption is uncommon, McDonald’s swapped its signature beef burgers for vegetarian options like the McAloo Tikki. This cultural adaptation helped McDonald’s thrive in India, resulting in over 500 successful outlets across the country.
Proven Strategies for MSMEs
1. Conduct In-Depth Market Research
Market research is essential, yet it’s often overlooked. Avoid costly mistakes by:
- Engage Local Experts: Consider engaging cultural advisors or our Market Ranking Report service to help you gain a better understanding of your market’s cultural and consumer landscape.
- Leverage Free and Affordable Tools: Use free resources like Google Trends, Statista, and social media insights to supplement your understanding of consumer behavior and trends in your target market.
- Pilot Testing: Pilot your product online in your target market through platforms like Amazon or local e-commerce sites to test demand with minimal investment.
Case Study: Netflix in India
Netflix’s success in India can be attributed to its extensive research into understanding local content preferences. For example, they identified the growing demand for regional-language programming and Bollywood-style storytelling. In response, they invested heavily in original Indian series and movies, creating hits like Sacred Games and Delhi Crime. These efforts paid off, with Netflix India reporting a 49% net profit increase in 2024.
2. Customise Products and Messaging
Tailoring your products and messaging to reflect the cultural and practical needs of your target market does not have to be drastic and expensive. Here’s how:
- Prioritise High-Impact Customisation: Focus on small but meaningful changes, such as adjusting the packaging design, adding culturally relevant flavours, or translating key product descriptions and marketing materials according to the market’s language.
- Seek Direct Feedback: Engage with local customers via surveys and social media polls to understand their preferences.
Case Study: Coca-Cola’s “Share a Coke” Campaign
Coca-Cola customized its global “Share a Coke” campaign by personalizing labels with popular local names in each market. In Australia, where the campaign originated, sales grew by 7%, and the idea quickly expanded to over 70 countries, each adapting names to fit cultural norms and trends.
3. Leverage Local Partnerships
While entering a new market feels foreign, this does not mean that you have to do it alone. Partnering with local businesses can ease your entry into new markets:
- Collaborate with Small Local Businesses: Partner with local retailers, influencers, or communities to help you gain market access and credibility without all the heavy upfront investment.
- Join Trade Networks: Look for international SME trade alliances or government programs that connect small businesses to trusted international partners.
Conclusion
Building a global brand isn’t about choosing between consistency and localization—it’s about finding the perfect balance. By staying true to your core identity while tailoring your approach to meet local needs, you can build trust, connect with diverse audiences, and achieve sustainable growth.
Localization isn’t a compromise. It’s a powerful tool that elevates your brand to the forefront of consumers’ minds worldwide. Ready to take the leap? Let us guide your next steps.
Expanding into international markets often involves partnering with contract manufacturers (CMs) to scale production. When done right, a reliable CM can reduce costs, boost efficiency, and help you meet global demand.
But this decision is far from straightforward. Too many companies dive into international expansion, assuming their contract manufacturer will just “figure it out.” However, poor due diligence at this stage has derailed product launches, triggered legal disputes, and permanently damaged reputations. According to a 2024 McKinsey survey, many companies attribute poor visibility into their contract manufacturers as a major cause of delays and disruptions in product delivery.
So, how do you avoid the pitfalls and find a CM that’s right for your business? In this blog, we unpack the most common mistakes and how to steer clear of them.
Mistake #1: Chasing the Cheapest Quote
If a price seems too good to be true, it probably is.
A US-based wearable tech startup learned this the hard way. Attracted by a Southeast Asian CM offering rates 30% below competitors, they ignored warning signs. Within six months, customer complaints flooded in: overheating batteries, failing devices. The startup was forced to do a full product recall, costing millions and scarring their brand reputation.
Lowball quotes often signal poor quality control, underpaid labour, or outdated equipment. According to a 2023 report by SupplyChainBrain, 61% of surveyed companies indicated that up to half of all product recalls could be traced back to supplier issues, many of which stem from inadequate oversight or cost-cutting measures by manufacturing partners.
Pro tip: Focus on value, not just price. Look at the CM’s capabilities, certifications, and long-term viability.
Mistake #2: Accepting Vague or Incomplete Quotes
An incomplete quotation is a ticking time bomb. If a CM’s quote isn’t crystal clear about what’s included, such as tooling, shipping, testing, and compliance, it’s almost guaranteed that surprise costs will show up later.
One Australian medtech company accepted an attractive quote without realising it excluded compliance testing and customs duties. Their actual costs ballooned 35% beyond budget, compromising their launch timeline.
Pro tip: Request a detailed quote with a complete cost breakdown. Ensure responsibilities are clearly defined, and never sign off until you understand every line item.
Mistake #3: Choosing a CM Without Product Fit
It’s tempting to go with a CM that boasts impressive clients and a slick sales pitch, but do they have experience manufacturing your type of product?
A consumer electronics brand selected a high-profile CM to produce a children’s wearable. Unfortunately, the CM lacked experience with child safety standards. Regulatory issues in Europe and Australia delayed multiple shipments, crippling their supply chain and jeopardising retail partnerships.
Pro tip: Choose a CM with experience in your product category and a solid track record navigating your industry’s regulatory landscape.
Mistake #4: Failing to Vet Ownership and Subcontractors
Who actually owns the factory? Are they financially stable? Do they subcontract without your knowledge?
A fitness tech brand learned the importance of these questions too late. After six months of smooth production, their China-based CM stopped replying. The factory was in the middle of an ownership dispute, and the company lost all its tooling and inventory.
Pro tip: Conduct background checks on your CM’s ownership structure and demand transparency about subcontractors. Site visits and third-party audits can be worth their weight in gold.
Mistake #5: Skimping on IP Protection
Your CM is not just a partner; they could also become a competitor.
That’s what happened to a UK electronics firm. They didn’t secure robust IP terms in their contract. Two years in, their CM was selling an identical product in emerging markets under a different label. Despite legal action, the damage was done.
Pro tip: Use contracts that clearly define IP ownership, tooling rights, and enforceable dispute resolution mechanisms in jurisdictions you can trust. Consider registering your IP in your CM’s country as well.
Mistake #6: Overlooking the Importance of NPI Communication
New Product Introduction (NPI) is where great ideas often fail in execution.
A hardware startup handed a loosely defined bill of materials to their CM and assumed things would run smoothly. But the CM sourced mismatched components, leading to system failures and a missed retail launch.
Pro tip: A good CM should ask questions, flag concerns, and collaborate closely during the onboarding and prototyping phase. If they’re passive early on, expect major issues later.
Mistake #7: Allowing Hidden Subcontracting
Who’s really making your product? If you don’t know, you could be liable.
An EV parts manufacturer found out too late that their CM had quietly outsourced production to a third-party factory with lax safety practices. A fire broke out. Lawsuits followed. Though they’d never met the subcontractor, the client was held accountable.
Pro tip: Your contract should prohibit unauthorised subcontracting. Demand visibility into the full supply chain and audit as needed.
Conclusion: Do Your Homework
Choosing the right CM isn’t just about ticking boxes; it’s about making sure your partner is aligned with your standards, communicates transparently, and shares your long-term interests.
Because when it goes wrong, it’s not just a manufacturing hiccup. It’s your brand, your revenue, and your reputation on the line. Take the time to assess thoroughly, ask the uncomfortable questions, and don’t settle for shortcuts.
“The bell on a tiger’s neck can only be untied by the person who tied it.”
– China’s Ministry of Commerce
Tensions between the US and China are escalating once again. Both countries have recently imposed steep tariffs on each other’s imports — in some cases, as high as 125%, with certain Chinese goods now facing levies of up to 145%.
While electronics like smartphones and laptops have been temporarily spared from the steepest US tariffs, they’re not off the hook just yet – a new “national security” tariff is expected to hit these goods within the next two months, with the US justifying that critical tech must be manufactured in America.
At this point, it just seemed like a war of numbers, but what do they actually mean for business owners – especially those crossing paths with the US and China? In this blog, we unpack what’s covered by the latest tariffs, who’s most at risk, and what your business can do to stay ahead in an increasingly fragmented trading environment.
What’s in the Crosshairs Now?
From the U.S. side, current tariffs now cover a wide range of Chinese goods, including:
- Textiles and apparel – key components for construction and manufacturing
- Industrial machinery – critical for manufacturing and construction
- Home appliances – refrigerators, washing machines, microwaves
And there’s more to come. US Commerce Secretary Howard Lutnick has flagged that a new set of national security tariffs will soon target electronics, aimed at encouraging domestic production of strategically important tech.
While US tariffs aim to shield American industries, the reality is far more complicated. In today’s economy, a product is rarely entirely manufactured in a single country; it’s typically designed with parts from across the globe, including the U.S.
Take smartphones, for example: they might use U.S.-designed chips, Chinese assembly, and parts sourced from Europe or Southeast Asia. A 125% tariff on the final product disrupts every stage of that chain — hitting margins, delaying production, and increasing end prices for consumers.
Moreover, while relocating production to the U.S. may provide a solution for some companies, it’s not a quick fix. Labour costs are higher than in China. Energy is more expensive. And setting up new factories doesn’t happen overnight.
China, in response, has imposed its own 125% tariffs, striking back at core U.S. exports:
- Agriculture – soybeans, pork, wheat, dairy, seafood
- Automotive – American-made vehicles and parts
- Technology – semiconductors, telecommunications equipment
- Energy – LNG and crude oil exports
These industries are not randomly targeted – they are sectors critical to the US economy. By targeting these sectors, China is turning up the heat on American policymakers.
Three Ways These Tariffs Could Hit Your Business
1. Supply Chain Disruptions
If your business relies on parts, raw materials, or finished goods from either country — or from suppliers that do, brace for impact.
As companies scramble to shift production or sourcing to alternative manufacturing hubs like Vietnam, Mexico, India, or elsewhere, demand is outpacing supply. That means longer lead times, higher costs, and more uncertainty. For firms heavily dependent on lean inventories or just-in-time logistics, even minor delays can lead to severe backlogs. One of my colleagues runs a business that includes semiconductors as component parts. He says,
My primary concern is damage to the global supply chains. I still have nightmares from the days post [COVID-19] pandemic when certain semiconductors we relied upon went from 3 weeks to 52 or more. It nearly killed the business.
2. Margin Pressure and Pricing Dilemmas
With higher import costs, businesses are facing a tough choice: absorb the extra cost, or pass it on to customers.
For Micro, Small, and Medium Enterprises (MSMEs), neither option is ideal. On one hand, they don’t have the luxury to cushion these costs, which can squeeze margins to the point where growth stalls—or reverses. On the other hand, raising prices could make you less competitive, especially in price-sensitive markets.
3. Forced Strategic Repositioning
With the U.S.-China trade dynamic shifting so dramatically, many businesses are reassessing their global strategies.
We’re seeing a rise in:
- Nearshoring – relocating production closer to home
- Supplier diversification – reducing dependency on any single country
- Market reorientation – exploring regions with favourable trade deals and fewer barriers (FTAs)
Looking Ahead: A More Fractured Trade Landscape
With no sign of a de-escalation between the U.S. and China, these tariffs might not just be a phase. If anything, the introduction of national security tariffs signals a deeper ideological shift in US trade policy – one that prioritises domestic manufacturing and economic self-sufficiency.
For businesses operating internationally, this is a wake-up call. It’s no longer just about cost-cutting or chasing the biggest market. Success now depends on building supply chain resilience and a robust international blueprint.
At Dearin & Associates, we specialise in helping MSMEs navigate complex global environments. Whether you’re reviewing your supply chain, exploring new export markets, or adapting your growth strategy to meet today’s challenges, we’re here to help.
Book a complimentary strategy session with one of our international business advisors to explore how we can help fortify your business against external shocks.
Enjoyed this article? You might also like my piece, “Why April 2 Wasn’t a Shock – If You’ve Been Paying Attention?”. It unpacks how the US has historically used tariffs as a strategic tool — and its impact on the global economy.
When President Trump announced sweeping new tariffs on 2 April 2025, markets reeled. Stock indices nosedived. Trading partners scrambled. Global supply chains, already strained, shuddered under the weight of uncertainty.
It felt like a rupture, a radical shift in the rules of global trade.
But in reality, this is just the latest chapter in a much longer story.
For over a century, the United States has used tariffs not just as economic tools, but as weapons, signals, and symbols. From boom times to busts, protectionism to liberalisation, tariffs have helped shape the global order — and sometimes destabilised it.
So what can we learn from the past as we try to make sense of the present? Let’s rewind the clock and see how trade policy has driven both prosperity and peril.
1800s: Tariffs Built an Empire … Or Did They?
In the late 19th century, the U.S. was booming. With tariffs reaching 40–50% on many imported goods, America used protectionism to shield its emerging industries from foreign competition.
Compared to Britain (which had nearly eliminated tariffs) and Germany (hovering around 5–15%), the U.S. stood out for its aggressive stance. And on the surface, it worked: by 1900, the U.S. had surpassed Britain as the world’s largest industrial power.
But was it all thanks to tariffs?
Not entirely. The country was also benefiting from mass immigration, abundant natural resources, and waves of technological innovation. Some economists argue that high tariffs may have slowed competition and consumer access — a drag on efficiency and growth.
The takeaway? Tariffs might support industry — but they’re no silver bullet.
1930: The Tariff That Tanked the World
Fast forward to the Great Depression. In an effort to protect U.S. farmers and manufacturers, Congress passed the Hawley-Smoot Tariff Act, raising duties on more than 20,000 imported goods.
The result was disastrous.
Trading partners hit back with retaliatory tariffs. Global trade collapsed. U.S. GDP dropped by nearly one-third, and unemployment surged to 25%.
Economists still debate the exact role of the Hawley-Smoot Tariff in deepening the Depression, but few dispute that it made things worse. It’s now considered a cautionary tale of just how catastrophic protectionism in a fragile economy can be.
Post-War Pivot: From Fortress America to Global Giant
After World War II, the U.S. flipped the script. Instead of building walls, it built bridges.
It helped create the General Agreement on Tariffs and Trade (GATT) in 1947 — which later evolved into the World Trade Organization (WTO) — and led a push for global trade liberalisation.
Tariffs fell dramatically: from an average of around 40% in the late 1940s to below 5% by the 1990s. This shift enabled free trade agreements, global investment, and the rise of multinational supply chains.
Yes, liberalisation came with trade-offs, including job losses in some domestic sectors. But overall, it underpinned decades of postwar economic expansion, productivity gains, and geopolitical stability.
2018–2020: Trade Wars Go Prime Time
When the Trump administration launched a tariff offensive against China in 2018, history seemed to repeat itself, with a modern twist.
Roughly $450 billion in goods were caught in the crossfire, disrupting industries from agriculture to tech. Supply chains buckled. Multinationals like Apple supplier Foxconn began shifting operations to hedge against geopolitical risk.
While the tariffs aimed to rebalance trade and protect U.S. industries, they also introduced massive uncertainty, prompting firms to delay investment and triggering global economic drag.
The lesson? In a hyper-connected world, tariffs don’t just hit the “other guy.” They ripple, rapidly and widely.
April 2, 2025: A New Era — Or the Same Old Story?
The 2 April tariffs mark another turning point, economically, as well as symbolically.
They signal a return to hardline protectionism, a challenge to multilateralism, and a reassertion of economic nationalism. The markets reacted in panic, but the political message was clear: America First, again.
Whether these tariffs will succeed in their aims — protecting industry, reshaping supply chains, or shifting geopolitical leverage — remains to be seen. But the backlash is already building.
Just as in 1930, retaliation is likely. Just as in 2018, businesses are bracing for uncertainty. And just as in the 1800s, we may mistake correlation for causation if short-term gains mask long-term costs.
Tariffs: Power Move or Policy Trap?
Tariffs are tempting. They promise control, leverage, and fast action. But history shows they often come with unintended consequences: retaliation, market instability, and consumer pain.
In 2025, the stakes are higher than ever. Global supply chains are more fragile. Geopolitical tensions are sharper. And public trust in globalisation is thinner.
So the question isn’t just whether tariffs work. It’s whether we’ve learned anything from a century of using them.
Because if we’re not careful, we’re not just repeating history — we’re reliving its worst chapters.
The Hidden Cost of Manual Data Entry
Manual order processing, inventory updates, and data reconciliation are time-consuming and error-prone. These inefficiencies add up:
- Every year, supply chain inefficiencies cost businesses millions.
- 50% of these inefficiencies are caused by manual processes.
It’s the classic horror story: An urgent order gets emailed to a supplier, but the recipient is on leave. The email sits unopened for weeks, and by the time anyone realises, the company has missed a product launch, wasted hundreds of thousands on marketing, and lost out on sales. Middleware ensures that critical orders don’t get buried in inboxes—automating communication so business doesn’t grind to a halt just because someone took a holiday.
How Automation is Solving These Problems
Modern supply chain solutions focus on automating time-consuming tasks, ensuring:
- Faster, more accurate order processing
- Seamless data synchronisation across systems
- Error-free inventory updates
How Automation is Solving These Problems
Businesses that transition away from manual processes see higher efficiency, lower costs, and improved supply chain resilience.
When companies scale internationally, finding the right channel partners is a big milestone. But once you’ve secured them, the next challenge is equipping them with the tools they need to market and sell your products effectively.
Pricing books, ordering processes, and supply chain logistics are important, but increasingly, we’re seeing that having high-quality marketing assets is just as crucial. Whether it’s in-store print materials, trade show banners, digital catalogue inserts, or online ads, your partners need the right resources to promote your brand.
But before you simply upload a bunch of files to Dropbox and call it a day, here’s what you should consider:
First, channel partners and distributors will almost always want to tweak marketing materials to fit their needs. At a minimum, they’ll want to add their logo and contact details. And if you’re expanding into new markets, language localisation will likely be necessary.
Second, the harder it is for your partners to access, adapt, and use your materials, the less likely they are to invest their time. If it’s too complicated, they’ll prioritise other brands that make their lives easier.
Finally, brand consistency is critical. Every interaction a potential customer has with your brand should be consistent, reinforcing recognition and trust. Research shows that customers are far more likely to buy from brands with a strong, uniform presence across all touchpoints.
This is where purpose-built platforms like Sesimi come in. Sesimi helps some of the world’s biggest brands manage and distribute their marketing assets efficiently. Their CEO, Andrew Baker, has worked closely with entrepreneurs scaling internationally, and he offers three key insights on supporting channel partners effectively:
Make It Easy
Give your partners everything they need to quickly create the assets that drive sales. Digital advertising, for example, has standard formats and sizes—ensure your key assets are pre-sized or easily adaptable. Brands that make it simple for their partners to create marketing materials see up to three times more advertising activity.
And don’t forget, if your dealers and distributors support multiple brands, you’re competing for their attention. If your system is cumbersome or unresponsive, they’ll shift their focus to other brands that are easier to work with.
Consistency Matters
Collaboration is Key
The best results come when brands and their partners work together effectively. Your channel partners want to sell more—just like you do—but inefficiencies in marketing can slow everything down. When you provide streamlined, user-friendly tools for marketing, you remove roadblocks and create momentum for growth.
Investing in your brand and marketing assets isn’t just about looking good—it’s a fundamental part of accelerating your international expansion. If you want to scale faster and more effectively, make sure your channel partners have everything they need to market your brand with ease and consistency.
Latest Insights
Read the latest insights on international market entry from our #GoGlobal blog:
Devoid of Complexity and History: How Going Global Should Be
I was watching Sky News the other night when a journalist described one of Donald Trump’s deals as “devoid of complexity and history. It was meant as an insult, a way of saying he’d oversimplified something that demanded nuance.
Cracking the Code of Taiwan’s Business Culture
Taiwan is one of those markets that often flies under the radar. It’s sometimes overlooked in broader discussions about Asia, yet full of opportunity for brands that take the time to understand it.
5 Costly Mistakes When Expanding into Asia
Expanding into Asia can completely change the game for your brand. It’s exciting, full of potential, and offers access to some of the world’s fastest-growing consumer markets. That’s if you get it right.
