Why you need a Market Intensification strategy — Nataly Kelly // Take Your Company Global

Show Notes

• 01:52
  Market intensification strategies in the digital age

  In the digital age, once we have a website, we have access to a global audience from day one potentially. Consequently, a market intensification strategy involves an incremental process to expand and strengthen your foothold in a market where you already have a presence
• 03:10
  Accessibility vs. having a marketing strategy for different countries

  Theres a distinction between making content available globally and strategically driving traffic to that content for monetization. Market intensification involves driving the right type of traffic from the right geographies and being operationally ready to support those markets.
• 06:09
  Identifying business opportunities in international markets

  Companies use the MARACA model to identify opportunities for international growth. It looks at how much market your product can capture, your current performance in the market, and how prepared the business is to address the customer needs in the market.
• 09:06
  International market expansion and customer addressability

  Understanding customer addressability in different markets involves understanding the nuances and customer values within each market. Companies must consider both the quantitative and qualitative pieces to optimize their packaging for each market.
• 11:43
  Figuring out whether to pursue international expansion

  International expansion must align with the companys business goals. Companies must assess whether an international strategy will drive growth, retention, contribute to profitability, etc, in a way that complements and boosts their overall business strategy.