In order to do this, in addition to knowledge of your product, you also need an in-depth knowledge of what characterizes each of your chosen markets. Market analyses, connections to foreign partners, customers and buyers can give you a good idea of which products can be sold where. Before the sale is possible, you may have to change your product so that it meets the buyer's taste, needs or official legal requirements.

The extent to which you are willing to change the product is an important discussion to have. Some exporters sell without significantly changing their products. Others develop their products so that they can sell in all markets. It is important that you do a thorough investigation and choose the strategy that is right for the company.

If your company manufactures many different products, or several different variants of the same product, start by exporting the product that is most suitable.

Adaptation of the product

To successfully penetrate a foreign market, you may need to adapt your product to meet official requirements, regulations, geographic and climatic conditions, buyer preferences or living standards. It may also be necessary to optimize the product for shipping or to compensate for technical or design standards.

It is also important to take into account local traditions, religious differences or how your target group spends their free time. How a product feels, tastes or looks can also have a big impact on your product's success.

To justify this adaptation, the potential market must be large enough to cover the costs of the changes. Therefore, you should assess what the adaptations will cost, and – although it may be difficult – assess whether the expected income covers these investments.

The choice of adaptation/non-adaptation and the degree thereof also depends on your commitment to the market. If you expect to export to a certain market for a longer period, larger adjustments are justified.

Development and redesign

In addition to changes in connection with cultural and consumer preferences, you must also be aware that even completely fundamental parts of your product may need to be changed. It can, for example, be electrical standards, or, if you want to export to the USA, that your units of measurement must be converted to the American units of measurement in pounds, feet, inches and farenheit.

Branding, labeling and packaging

In addition to the product itself, it is also important to consider whether the packaging is suitable for your new market. In this regard, there are several things you need to consider:

• Is an international brand important to advertise and differentiate your product? Or the opposite; Should you bet on local brands instead?
• Do the colors of the packaging offend your customers? In some countries certain colors are associated, e.g. with death.
• Do you have the option to produce labels and packaging in the local language?
• Are there any requirements for what information must be on the packaging? Eg. content and country of manufacture.
• Are weight and other units of measurement indicated in the local language?

Installation

Depending on the type of product you are exporting, it may be important to consider the installation process. Is it necessary to send engineers or technicians to install the product? In that case: Try to minimize the time it takes to complete the task. You can e.g. do, by assembling or testing the product before sending it, or by training local business partners to provide the service.

Guarantees

You should carefully consider the warranty you offer on your product, because the warranty means that the buyer expects a certain level of performance and warranty. Which level your customers expect differs from country to country, and depends on how developed the country is, level of competition, local production standards etc.