Corporations of all sizes and genres are finding themselves in the difficult position of expanding as a mandatory necessity as opposed to solely building value as a part of growth strategies. If you find yourself in a position which makes globalization a requirement for survival here are a few things to make the process easier.
When taking your company from strictly a regional or domestic entity and trasnfering your energies into an international formula there are 4 basic elements that you should take into consideration before doing anything: corporate infrastructure, brand, distribution and capitalization.
Corporate infrastructure as far as management, divisions, subsidiaries etc are the first step to planning your expansion. First, cut the dead weight. Management must re-interview for their jobs, divisions and subsidiaries will be eliminated, merged or kept as is. Take into consideration the need for minimal input and maximum output. Where are your highest profit margins, what employees offer the most expertise for the least financial outlay? Make sure that your corporate structure is conducive to scalability and is streamline enough to be considered ‘lean and mean’ in every sense of the term.
As far as your corporate brand you’ll take the foundation you’ve constructed up to the present and infuse it with a plethora of strategic alliances both inter-industry and outside of your immediate industry. Piggyback off of the successes of partners, team up on announcements using various press release and news release vehicles and make it every executives job to be on the lookout for ways to merge and create relationships with other companies with the same goals.
Just as with your corporate infrastructure your distribution process should be perpetuated and expanded with minimal input and maximum result. The best way to do this is to create tight strategic partnerships at both the corporate and legislative levels. Teaming up with companies that are already established distribution mechanisms in the global marketplace and creating win/win situations will make growth via alliances quick and easy. Offer them an exclusive distribution on a new cutting edge widget or service that your company is offering. Offer them some free promotion by including them in your media package or publicity submissions. At the legislative level this is most important in industrializing nations such as China, India and western Europe. In these regions politicians act as powerbrokers for commerce and getting in with them can be vital to creating long lasting and profitable localized strategies and relationships.
Lastly, capitalization is the most crucial of all elements because without it, none of the above can be facilitated. Maximizing profitability without sacrificing quality, customer services or turnaround time is the name of the game. Cutting costs internally is typically what needs to be done here as well as minimizing marketing and promotional costs by streamlining your efforts with joint promotional ventures and the above described strategic alliances.
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