Developing a global business strategy: Benefits and steps

What is a global business strategy?

A global business strategy is a plan that outlines how a company will expand its operations beyond its domestic market to become a global player. The primary objective of a global business strategy is to increase revenue, profitability, and market share by taking advantage of opportunities in the global market.

It involves identifying potential international markets, analyzing cultural differences, and developing a competitive advantage in those markets.

“To compete in a global economy, companies must move beyond a focus on cost and efficiency to a broader strategic perspective that encompasses opportunities for innovation, growth, and risk management.”

Michael E. Porter,
Harvard Business School professor

Developing a global business strategy requires careful planning and research; Below, we’ve gathered the most crucial steps to help you build one for your business.

Key steps to creating a successful global business strategy

Identify your objectives

The first step in developing a global business strategy is to identify your objectives. What are you hoping to achieve by expanding into new markets? Are you looking to increase your revenue, reduce your costs, or gain access to new customers?

Once you have identified your objectives, you can begin to identify the markets that are most likely to help you achieve them.

Conduct market research

Before expanding into new markets, it is essential to conduct thorough market research. This will help you to understand the local culture, identify any cultural differences that may impact your business, and determine the potential demand for your products or services.

You should also research the competition in the local market and identify any potential barriers to entry. This will help you to develop a strategy that will enable you to compete effectively in the new market.

Develop a marketing plan

Once you have identified the market you want to enter, you will need to develop a marketing plan. This plan should include a detailed analysis of the local market, your target audience, and your competitors.

You should also identify the channels you will use to reach your target audiences, such as social media, email marketing, or search engine optimization.

Build a local presence

Building a local presence is critical when expanding into new markets. This can include setting up a physical office or store, hiring local staff, and developing relationships with local suppliers and partners.

Having a local presence will help you build trust with your customers, understand the local culture and business practices, and provide better customer service.

Implement risk management strategies

Expanding into global markets also comes with risks. These risks can include political instability, currency fluctuations, legal challenges, and more. To manage these risks, businesses must conduct a thorough risk assessment and implement risk management strategies.

One strategy is to diversify operations across multiple countries to minimize the impact of any single risk event. Additionally, businesses can invest in insurance policies that cover the specific risks they face in each market.

Manage cultural differences

Cultural differences can pose a challenge to businesses expanding into global markets. Companies must take the time to understand the cultural norms and values of the countries they are targeting. This includes the language, customs, beliefs, and etiquette of the local population. Failure to understand these cultural differences can result in misunderstandings, miscommunication, and, ultimately, loss of business.

“Global business requires a willingness to adjust to different cultures, different legal systems, and different ways of doing things. It is not enough to simply export your business model to a new location and expect it to work.”

Niall Ferguson,
Economic historian and author

One way to manage cultural differences is to hire local employees or consultants who can help bridge the cultural divide. These individuals can provide insights into the local market and help companies navigate the local culture. In addition, businesses can invest in cultural training for their employees to help them better understand the local culture and adapt to it.

Benefits of developing a global business strategy

Developing a global business strategy can bring a range of benefits to businesses.

Increased revenue and profitability

A global business strategy can lead to increased revenue and profitability. By expanding into new markets, companies can access a larger customer base and generate more sales. This can also lead to economies of scale, which can lower costs and increase profitability.

Reduced costs

Developing a global business strategy can also help businesses reduce their costs by taking advantage of economies of scale, accessing cheaper inputs, and outsourcing some functions to lower-cost locations.

Competitive advantage

A global business strategy enables companies to develop a competitive advantage in the global market. By understanding cultural differences, companies can differentiate themselves from competitors and increase their market share by tapping into new markets, accessing new customers, and developing new products or services.

Market expansion:

Developing a global business strategy allows companies to tap into new markets and diversify their revenue streams. This reduces the risk of relying on a single market and enables companies to leverage growth opportunities in different parts of the world.

Risk management

A global business strategy can help companies manage risk. By diversifying their operations across different regions, companies can mitigate the impact of political instability, economic downturns, and natural disasters in any one market.

“A successful global strategy requires a clear understanding of local markets, cultures, and customer preferences. Companies that can adapt quickly to these differences are the ones that will succeed in the long term.”

Indra Nooyi,
former CEO of PepsiCo

The importance of a global business strategy

In today’s globalized economy, businesses must expand into global markets to grow and succeed. Developing a successful global business strategy is essential for maximizing growth opportunities, managing risks, and overcoming cultural barriers. By following the steps outlined in this article, businesses can create a local presence, implement risk management strategies, and develop a marketing plan that enables them to compete effectively in the global market. With the right strategy, businesses can increase their global reach, expand into new markets, and achieve long-term success.

Frequently Asked Questions