When communicating a product or service to a new country, the country’s level of development and economic robustness can have a significant effect on how to promote a brand. Whether a country is highly developed, developing, or underdeveloped will affect how marketers develop promotional and advertising methods, as well as determine what number of methods and strategies that they may choose for effective brand communication.
To begin with, it is important to know the level of economic growth and consumer demand within the country you wish to operate in. Furthermore, the level of economic development presents challenges, as the marketer must its marketing efforts based country’s citizens’ level of understanding. An underdeveloped economy, infrastructure, and under-educated populace might be more of a hindrance than a benefit to your marketing efforts. The same could be said for a highly educated populace and highly developed economy. Marketers must have the ability to examine carefully the level of economic development to understand what needs must be met when communicating their brand, product, or service. Furthermore, when conducting a marketing campaign, you are obliged to study the growth potential of the economy in order to prepare for shifts and changes that can affect your marketing communication. By being able to properly forecast potential growth or hindrance of the local economy, you can properly forecast the level and effectiveness of your own marketing efforts.
The ability and use of the resources of the country will also impact how you decide to communicate within a country. Is the country’s economy advanced enough where there is a robust network of communication capabilities (television, print, internet) with the appropriate logistics mechanisms and value chains for your usage? Are there companies that you can partner with, contract, or outright absorb for your own company? Can you use local salespeople and marketers, or will you have to bring in your own people to get the job done? These are all questions that must be asked, and knowing what resources are or are not available to you can go along way for a determining your costs, measuring expectations, and having a successful marketing campaign. Having the appropriate knowledge of resources and using those resources appropriately can ensure that you aren’t hampered by local barriers within the country that you wish to market in. To communicate a successful marketing campaign, you cannot make the mistake of assuming that the resources in the country of which you are going into are similar to the resources in the country of which you are used to operating in.