The Product is Almost Right for Foreign Markets

The vast majority of products sold in international markets are almost right. A product that is successful in its home market is rarely a perfect fit for a foreign market without modification.

Each foreign country is a different market segment with its own unique laws, culture, and competitive landscape. The "complete product" must be re-invented for each of these segments.

Dimensions That Require Adaptation:

• Device Specifications: The core device may need changes to meet local standards (e.g., electrical safety, communications protocols, ergonomic standards for terminals).
• Sales and Marketing: The sales presentation, promotional message, and advertising must be adapted to the local culture. Trade shows may be more important than publications in some regions.
• Service and Support: The level and type of service required can vary dramatically. Japanese customers, for example, may demand a level of failure analysis that seems irrational to a U.S. company.
• Software and Documentation: Manuals, training courses, and application software must be translated and often redesigned for local needs (e.g., accounting programs, text processing for different languages).
• Competitive Landscape: The key competitors will be different in each country, which means the product's positioning and required features will also be different.

The companies that are most effective internationally are the ones willing to do the hard work of shaping their complete product to the specific needs of each local marketplace.