Goal Identification

MZI Global^® methodology is a preferred choice of clients when it comes to foreign government marketing as we excel in creating nation equity for countries. This equity holds many advantages for a country that is contemplating a new market entry:

• We create favorable country name-product associations that lead to positive consumer preferences.
• We create equity for nations that helps them support price premiums associated with the name of their country.
• We create high replacement value of the nation’s products in the minds of the consumers.
• A well-known name is instrumental in generating off shore funding for development of business.
• Positive nation equity translates into favorable brand equity for brands that originate from the country.

The first step in the formulation of foreign government marketing strategy is the determination of the objectives for the nation in question. A government has many choices when it comes to making a foreign business entry. These option range from the mere export of flagship goods to having a full-fledged product array with a well developed market for a variety of goods from the country. A detailed briefing session helps our experts understand the scope of business objectives that a foreign government has for US market.

After an understanding of business objectives, the MZI Global^® agency usually suggests a broad framework for market entry and expansion depending on the resources at disposal. An export strategy does not apply solely to global or regional markets. We usually have a choice between a step-by-step entry and expansion wherein we begin with the most profitable market and then move to other regional areas. At other times, we may also suggest simultaneous entry in many markets. A decision on which strategy to choose is usually dependent on preliminary market research that is carried out after the initial briefing with the clients.

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