Choosing the right market entry strategy for your business  

Once you’ve assessed your business readiness and researched potential markets, the next big question is: How should you enter?  

There’s no one-size-fits-all answer. Your decision should reflect your goals, budget, risk tolerance, and the level of control you want in your new market. Whether you’re a Moldovan fashion brand eyeing Western Europe or a Kyrgyz software firm exploring Southeast Asia, your entry strategy sets the tone for your entire expansion.  

This article breaks down the most common entry strategies—and how to choose the best fit for your business.  

Understand the different market entry strategies  

Exporting (direct and indirect)  

Best for: Businesses starting out with limited investment and lower risk  

Pros: Cost-effective, relatively quick to implement, no need for local offices.  

Cons: Less control over logistics, customer experience, and brand positioning.  

Example: A Georgian organic tea producer exports directly to Poland using an e-commerce distributor. They avoid setup costs but rely heavily on third-party partners for delivery and packaging.  

Licensing and franchising  

Best for: Businesses with a strong brand, patented product, or tech solution  

Pros: Scalable, generates passive income, spreads brand presence quickly.  

Cons: You hand over operational control—risking inconsistent customer experiences.  

Example: An Armenian edtech platform licensed its software to a Canadian language school, enabling fast market entry without setting up operations.  

Joint ventures and strategic alliances  

Best for: Companies that need local insights and regulatory navigation  

Pros: Shared costs, local market knowledge, access to existing distribution networks.  

Cons: Risk of misaligned expectations, decision-making delays, cultural misunderstandings.  

Example: A Kazakh agri-tech start-up formed a joint venture with a South Korean distributor to navigate import regulations and gain instant credibility.  

Direct investment (subsidiary, manufacturing, or M&A)  

Best for: Businesses seeking full control and a permanent market presence  

Pros: High autonomy, strong brand positioning, long-term scalability.  

Cons: Cost-intensive, complex legal and tax compliance, greater exposure to risk.  

Example: A Ukrainian IT firm established a wholly owned subsidiary in Germany to support EU clients, invest in local hiring, and manage data compliance directly.  

Compare strategies based on your business needs  

Your ideal strategy depends on a mix of resources, goals, and local dynamics.  

Limited resources?  

Start with direct exporting or explore licensing arrangements that generate revenue without major investment.  

Need local guidance?  

A strategic alliance or joint venture can offer the in-market know-how you need to build trust and navigate regulations.  

Need control over branding and service?  

A direct investment model—while demanding more resources—gives you the authority to fully shape your brand’s presence.  

Develop a market entry plan  

Once your strategy is selected, it’s time to operationalise.  

Set measurable milestones and KPIs – What does success look like in the first 6, 12, or 24 months?  

Build local partnerships – From legal counsel to logistics and marketing, partner with experts who understand the landscape.  

Adapt your branding – Ensure your messaging resonates with local audiences while staying true to your core values.  

Tip: A phased approach works best. Test your offer with a soft launch or pilot before going all in.  

The right market entry strategy balances ambition with realism. It reflects where your business stands today—and where it wants to go.  

Start small, scale smart, and stay agile. Revisit your plan regularly as the market—and your business—evolves.  

In the next article, we’ll explore how to manage operations and adapt your business model once you’ve entered the market. Ready to build beyond borders?