Recent years have been transformative for Ukrainian entrepreneurship. War, economic turbulence, and the simultaneous opening of new opportunities around the world are encouraging companies to think bigger. Whereas yesterday businesses were working mainly for the local market, today the question “What if we try to enter foreign markets?” is being asked more and more often.
International expansion is about reducing the risks of dependence on a single market, about brand reputation, and about reaching a new level of development. That is why a global marketing strategy is becoming a must-have for Ukrainian companies.
Prerequisites and readiness of the company to expand abroad
Before developing an international expansion plan, it is worth answering a few questions honestly:
- Is the product ready to compete with international counterparts?
- Are there resources for marketing abroad?
- Are the processes within the company well-established?
Many companies underestimate this stage and try to “enter” other countries through trial and error. However, only a systematic export marketing strategy can reduce risks and make the process predictable.
Stages of developing a global marketing strategy
Stage 1. Strategic analysis and selection of priority markets
Successful entry into foreign markets begins with analytics. It is important not only to choose a country that is “on the radar,” but also to analyze market capacity, competitors, purchasing power, and trends.
For example, there is a common belief that it makes sense to promote IT products in the US or the UK, and agricultural products in the Middle East. But your competitors are likely to have the same idea. Therefore, finding relevant markets without excessive competition is an important step in strategic marketing.
It is also important to assess barriers to entry, namely customs regulations, tax regimes, and local standards, as these can significantly affect the speed and cost of exit.
Stage 2. In-depth research of target markets
This is where Customer Development comes in handy. Talking to potential customers helps you understand their real needs and problems.
The Ukrainian food delivery service may seem unique, but competition in this niche is much stronger in Europe and Asia. It is important not only to analyze the numbers, but also to observe user behavior in their environment in order to build a product that is as close as possible to local expectations.
Stage 3. Analysis of cultural, legal, and economic characteristics
Each market has its own barriers, which can range from strict certification requirements and legal regulations to subtle cultural nuances that influence product perception and brand communication style.
What works well in Ukraine may seem strange in the US or China. Therefore, even before launch, you need to draw up a “risk map.” It is also worth considering how political stability, government support programs, or trade agreements affect the prospects of your particular product.
Stage 4. Competitive intelligence
International marketing is impossible without monitoring competitors. It is worth studying not only prices and communication, but also partner networks, logistics, and sales channels. An additional task is to find weaknesses in competitors’ strategies, as these can become opportunities for your business.
Stage 5. Adapting the product to local needs
This does not always involve changes to the product itself. In many cases, it is enough to localize the product, for example, translate the interface, change the packaging design, and even change the name to make the product understandable and attractive to a new audience.
But sometimes you need to totally adapt to foreign markets. It’s also important to do test launches to see how well the changes fit with what the local audience wants.
Stage 6. Global positioning and localization development
The main task at this stage is developing positioning. The key question is how the company will differentiate itself from hundreds of local and international competitors.
Successful positioning is the key to quickly establishing a foothold in a new market. If a brand can find its unique niche, it will be able to form a lasting association in the minds of customers.
Stage 7. Choosing a market entry strategy
Options include:
- direct export of goods;
- partnerships with local companies;
- establishment of a joint venture;
The choice depends on resources and ambitions. For small businesses, exporting is the fastest way to get started, as it requires less investment and allows you to quickly test demand. Partnerships are suitable for companies that want to take advantage of an established distribution network and local knowledge. A joint venture allows for deeper integration into the market by sharing risks with a local partner.
Stage 8. Creating an international marketing mix
These are the classic “4Ps” (Product, Price, Place, Promotion), but with an international focus. Different countries require different approaches to advertising, distribution channels, and communication. At the same time, the role of local digital marketing should not be underestimated, as it often shapes the first impression of a brand.
Stage 9. Distribution channels and partner network
The speed of scaling depends on the choice of distributor. In B2B, the principle of a “key partner” often works, opening doors to an entire industry. It is also worth considering a motivation system for partners so that they actively promote the product and are interested in long-term cooperation.
Stage 10. Digital marketing for global markets
SEO, contextual advertising, marketplaces, PR, and influencer marketing are the same tools, but the strategy for using them in different countries has its own characteristics.
For example:
- Marketing (international trade) on LinkedIn shows high results in the B2B segment.
- Amazon and eBay are more effective for e-commerce.
- Meta and local aggregators play an important role in European Union countries.
Stage 11. Budgeting and financing expansion
An international launch requires precise calculations. It is important to have a “safety cushion” for testing and errors. You should also set aside an additional budget for unforeseen expenses: changes in regulatory requirements, currency fluctuations, or logistical disruptions.
Stage 12. Risk management and compliance
Legal and financial nuances can ruin even the best strategy. Therefore, issues related to taxes, licenses, and standards must be resolved before launch. In addition, it is worth developing a risk monitoring system that will allow you to quickly respond to changes in the external environment.
Marketing characteristics in different regions
In the EU, marketing is built around
- values of transparency, quality, and compliance with strict standards.
Environmental friendliness, certifications, and social responsibility of the brand play an important role here. Companies that ignore these aspects risk losing trust even if they offer competitive prices.
In the US, the key factors for success are:
- speed and scaling
American consumers expect a high level of customer service, prompt response to their needs, and constant product updates. Here, businesses are valued for their ability to quickly implement innovations and capture a significant market share.
In Asia, marketing requires:
- a delicate approach, local connections, and recommendations.
Local languages, cultural traditions, and online communities play a big role in building consumer trust. Here, the brand should not only sell the product but also build long-term relationships, respecting the social and cultural characteristics of each country.
Thus, each region requires a unique communication strategy, and there are virtually no universal solutions.
Tools and platforms for international marketing
To operate effectively in new markets, businesses need more than just the right strategy; they need practical tools that help them make decisions faster and reduce risks.
Modern platforms provide access to data on markets, competitors, and consumers, allowing companies to build distribution channels and establish communication with customers around the world. Using such services makes international expansion more structured and predictable.
Among the most useful tools, the following are worth highlighting:
- Google Market Finder
- SimilarWeb for competitive intelligence
- Amazon, eBay, Alibaba as export channels for Ukraine
- HubSpot and Salesforce for global CRM
Metrics and KPIs
It is important not only to enter the market, but also to measure the results. Among the key KPIs, it is worth tracking the following indicators:
- CAC (customer acquisition cost). Shows how much the company spends on marketing and sales to acquire one new customer. The lower the CAC, the more effective your channels are.
- LTV (long-term customer value). Reflects the total amount of profit that a customer brings to the business throughout the entire period of cooperation. It is important that LTV is significantly higher than CAC.
- ROI of marketing activities. Helps evaluate the return on investment in advertising and promotional campaigns by showing the ratio of profit to expenditure.
Common mistakes when entering foreign markets
- Underestimating cultural differences. Brands often copy strategies from the local market without considering differences in language, consumer habits, and communication styles. This can lead to misunderstandings or even negative perceptions of the product.
- Lack of a clear strategy for entering the international market. Many companies act chaotically, launching individual campaigns without a coordinated plan, which makes it difficult to measure results and makes expansion unpredictable.
- Focusing solely on “low price.” Relying exclusively on price rarely works in the long term. In many countries, buyers value quality, service, and brand more than low prices.
- Lack of hypothesis testing. Skipping the stage of testing hypotheses on small market segments leads to misguided investments in large-scale launches and significant resource losses.
Cases of Ukrainian companies
Case №1: IPTel — Strategy for Entering the UK Market
IPTel is a comprehensive platform for communications, CRM, auto-dialing, and call centers. The team approached us not only to analyze the strengths and weaknesses of the Ukrainian market, but also to develop a clear marketing plan for launching in the UK and attracting investors.
Special attention was paid to IPTel’s unique technological advantage — Voice Fake Detector, which solves the problem of voice deepfake fraud — critically important for financial, medical, and insurance companies in the UK.
The result was a clear strategy with distinct positioning, audience segments, hypotheses for testing (lead magnets, partnerships), and a basis for further cooperation in the format of a full-fledged remote marketing department.
Case №2: Wine distributor and entry into European marketplaces
Ambassador Trade, a distributor of TIZIANO, CHATEAU GRONA, and KUB WINE brands, approached us with the aim of launching sales on European marketplaces. We took on the entire range of organizational and content tasks: from collecting platform requirements to creating graphics and texts, registering accounts, and transferring finished materials and logins to the client. The result is a full-fledged presence on five marketplaces, adapted to the standards of each of them.
This example demonstrates how a strategic approach to content localization and strict adherence to the formal and aesthetic requirements of platforms can enable businesses to enter new markets without unnecessary risks.
Step-by-step implementation plan
- Conduct a business readiness audit. This will help you assess your resources, processes, and weaknesses before entering new markets.
- Select priority markets. It is advisable to focus on countries with the highest demand and the lowest barriers to entry.
- Develop a global marketing plan. It should take into account positioning, promotion tools, and localization of communications.
- Launch test sales. This allows you to check demand, get feedback, and adjust your strategy without taking on significant risks.
- Scale up your work. Based on the test results, you can gradually increase your investment and reach a wider audience.
- At the same time, get consultation from a marketer to test your hypotheses. An expert opinion will help you avoid common mistakes and speed up the expansion process.
What to remember
International expansion is a complex challenge that requires clear preparation from businesses. For Ukrainian companies, entering foreign markets means the opportunity to diversify risks, access a larger audience, and increase brand value. At the same time, it is a process where there are no universal solutions, because each market has its own cultural, legal, and economic characteristics, and success depends on the company’s ability to adapt and act systematically.
A well-thought-out global marketing strategy provides businesses with a roadmap: from analytics to the selection of sales channels, partner networks, and digital tools. At the same time, it is critically important not only to plan, but also to measure results using KPIs in order to adjust actions in real time.
For those who think strategically, entering foreign markets is no longer a risky experiment but a logical step in development. It is precisely consistency, analytics, and the involvement of expertise that transform expansion into a real opportunity to scale up and secure Ukraine’s place on the global business map.
If you are planning to scale your business and are looking for the best way to enter international markets, order a marketing consultant. This will help you assess your company’s readiness, identify priority markets, and develop a clear step-by-step action plan.
