Creating an international business expansion strategy (Part 2) – Execution and growth 

Expanding internationally isn’t just about entering a market—it’s about sustaining growth in the long run. In Part 1, we covered the three foundational steps: ensuring business readiness, conducting market research, and adapting your product or service to local needs. 

Now, in Part 2, we focus on execution—choosing the right entry strategy, setting up operations, and driving market growth.  

A well-executed expansion balances risk, investment, and control, ensuring that your business doesn’t just enter a new market but thrives in it. 

Choose your market entry strategy 

The way you enter a market determines your level of risk, investment, and control. 

There’s no one-size-fits-all approach—each entry model has advantages depending on your business goals, industry, and resources. 

Common market entry models: 

Direct Exporting – Selling directly to international customers through e-commerce platforms, distributors, or direct B2B sales. 

Partnerships and Joint Ventures – Collaborating with a local business to navigate regulations and customer preferences. 

Franchising or Licensing – Allowing a third party to operate under your brand in exchange for royalties. 

Setting Up a Local Entity – Establishing a branch, subsidiary, or local office for a stronger in-market presence. 

Example: A Ukrainian manufacturing company entering Germany opted for direct B2B sales first, then set up a local office after securing stable revenue streams. This reduced upfront investment while building credibility with German clients. 

Establish operational and financial infrastructure 

Expanding internationally means more than just selling—it requires the right infrastructure to support sustainable operations. 

Key operational elements to set up: 

Local banking and financial compliance – Ensure tax registration, local bank accounts, and payment processing solutions align with market regulations. 

Supply chain and distribution channels – Partner with logistics providers and local distributors to ensure smooth product delivery. 

Hiring local talent – Recruiting market-savvy employees helps with regulatory navigation, customer service, and cultural alignment. 

Example: An Uzbek cosmetics brand entering South Korea had to secure K-beauty certification, set up a compliant payment gateway, and partner with a distributor to enter retail chains successfully. 

Develop a go-to-market strategy 

Your brand is new to the market—visibility and trust-building are crucial. 

How to build awareness and drive sales: 

Localised marketing – Adapt campaigns to resonate with the target audience, from language and visuals to messaging and cultural references. 

Strategic partnerships – Collaborate with local influencers, PR agencies, and media outlets to build credibility. 

Choosing the right sales channels – Determine whether e-commerce, physical retail, or direct B2B sales best fits the market. 

Example: A Georgian fashion start-up entering the UK built trust by featuring in fashion blogs, partnering with local influencers, and launching pop-up stores in key cities before committing to permanent retail spaces. 

Monitor performance and scale operations 

Market expansion is a process—not a one-time launch. Continuous monitoring and adaptation keep your business ahead of challenges and competitors. 

Key performance tracking strategies: 

Monitor KPIs – Track sales growth, customer feedback, and return on investment (ROI) to measure success. 

Adapt to market shifts – Adjust strategies based on competitor analysis and customer behaviour. 

Plan for scalability – Once successful, identify opportunities to expand into adjacent markets or customer segments. 

Example: A Serbian edtech platform expanding to North America started in Canada to test market fit before moving into the US, refining its marketing approach based on early user feedback. 

A successful international expansion requires a step-by-step approach, balancing research, execution, and long-term adaptation. Companies that stay flexible, localise their approach, and continuously monitor their performance have the highest success rates. 

Finalise your entry strategy and operational setup before launching, ensuring all compliance and infrastructure elements are in place. 

Missed Part 1? Go back to learn how to prepare your business, research markets, and adapt your product for expansion.