“An internationalisation strategy is essential for any company” | Key4Communications |

In this interview, José María Sainz, author of Practical Internationalisation Plan, explain us main aspects to be considered when starting an internationalisation plan and the main opportunities presented are discussed.

- Why should Spanish companies go to foreign markets?
An internationalisation strategy is essential for any company, including SMEs, from a defensive as well as offensive perspective:
•     Offensive reasons: to grow and develop the business, expanding into all markets in which there is an opportunity. As a means of corporate development.
•     Defensive reasons: not to disappear as a result of a decrease or poor growth in the local market: either due to the crisis, the entry of new competitors or an accumulation of circumstances that threaten the very survival of the company.

-What are the main issues to consider when starting the internationalisation plan?
It is a good idea to avoid common errors such as:
o    Thinking that all markets are like the domestic market.
o    Not being clear on the aim of the plan.
o    Thinking it will be easy and setting impossible targets. When discussing the internationalisation of a company, remember that "success is a matter of persevering when others have given up" and that "someone who has something to live for can cope with anything".
o    Not allocating sufficient resources for the objectives set.

-What long-term benefits does it have for the company?
The globalisation of exports boosts at least three mechanisms improving sustainable competitiveness: generating an irreplaceable source of learning and continuous improvement; having global distributors additionally provides antennae, radar and observation points scattered around the world; diversifying risk provides a significant level of protection even more pronounced than before the crisis.
Internationalisation is not just a commitment to expanding the market but to something much more global, a strategy to spread risks and reduce local attachment. Internationalisation is also instant market information, a source of knowledge, performance, trends and expectations, as well as a driver and facilitator of competitiveness.

-What should we know or analyse regarding the markets targeted?
It is necessary to know the attractiveness of different markets/countries (size, expected development, importance and level of competition, socio-economic and cultural proximity, etc.) and the adequacy of the company's value proposal for those foreign markets being analysed (leveraging strengths, economic-financial viability, country risk, etc).
One of the main qualities of an entrepreneur is to be able to sense a business opportunity (often an unmet market need) and then design a business model: the sum of a customer segment, a value proposal, a distribution channel for the product or service, a customer relations strategy and the definition of key activities, key resources, income sources and its cost structure.

- In short, how can you undertake the internationalisation of the company in such a way as to guarantee success?
A business plan based on four pillars: innovation , as a source of generating added value, based on the conviction that the present, however splendid it may be, always bears the mark of coming to an end; internationalisation , based on its business model, is a fountain of information and key learning, continuous improvement and diversification; complete customer focus , to add value to the business, anticipate needs and even expectations and thus achieve complete satisfaction; and behind-the-scenes, human resources should be young, creative, well trained, excited about the project and committed to its values.