RESUMEN:

Este documento ofrece una guía exhaustiva para empresas que buscan expandirse internacionalmente. Al detallar estrategias clave y pasos prácticos, desde el análisis de mercado hasta la gestión de riesgos, proporciona un marco para establecer una presencia exitosa en mercados extranjeros. Se enfatiza la importancia de una planificación detallada y adaptada, incluyendo la adaptación de productos y estrategias de marketing a las peculiaridades culturales y legales de cada mercado.

Además, se destaca el papel transformador de la inteligencia artificial (IA) en la identificación de mercados potenciales y la adaptación de productos, ofreciendo ejemplos prácticos de cómo utilizar estas tecnologías para mejorar la precisión y eficacia de los planes de internacionalización.

Se presentan casos de éxito empresarial para ilustrar cómo diferentes compañías han logrado un impacto global, subrayando la diversidad de enfoques posibles según el sector y el tamaño empresarial. Finalmente, se sugiere aprovechar los recursos disponibles, como programas de aceleración y herramientas digitales, para facilitar el proceso de internacionalización

Some of the key elements that can be included in an internationalisation plan include

Market analysis:

Potential markets should be identified and the attractiveness of each market analysed, taking into account factors such as market demand, competition, legal requirements and barriers to entry.

Market entry strategy:

Define market entry objectives and select the most appropriate strategy to achieve them. For example, you may choose to export, establish a subsidiary, partner with a local company or acquire a company already established in the target market.

Marketing plan:

A specific marketing plan should be developed for the target market, taking into account cultural, linguistic and consumer behavioural differences. This plan should include brand strategy, promotion and advertising.

Financial plan:

A detailed financial plan should be developed, including the necessary budget for international expansion and analysis of expected profitability.

Human resources:

The human resources needed for international expansion should be identified and the roles and responsibilities of each should be defined. The necessary training for staff involved in the internationalisation process should also be foreseen.

Risk management:

Risks associated with international expansion, such as political risk, foreign exchange risk and default risk, should be identified and assessed.

Conclusión elementos clave:

In summary, an internationalisation plan is an essential tool for any company seeking to expand into international markets. It allows the company to identify the most attractive markets, select the most appropriate entry strategy, develop an effective marketing plan and assess the risks associated with international expansion.

People participating in the acceleration programme carry out the following activities to complete your internationalisation plan:

Completing your internationalisation plan will be much easier if you answer the questions we have asked you in the deliverable in writing. You will receive your deliverable when you are selected to participate in the acceleration programme.

Present and receive feedback from your peers:

• • Share the drive file (the deliverable (see+)) de tu plan de internacionalización  con tus compañeros del programa, permitiéndoles comentar y ofrecer sugerencias para mejorarlo. 
  • Defend your internationalisation plan in the webinar (see+).
  • Participate in the planned webinar where each entrepreneur can present his or her financial plan and receive feedback from others and the expert speaker (see+). Esta actividad te permitirá recibir comentarios adicionales y obtener una perspectiva más amplia sobre tu CANVAS  y aprender colaborando en los demás CANVAS.

Improve CANVAS by taking advantage of all the feedback received (see+):

• • • With the feedback obtained, improve your CANVAS as necessary, focusing on identifying all the hypotheses you have yet to validate in order to achieve your customer problem solution fit.
    • Consult your doubts at wikiTIPS (see+) If a query of yours does not get a good answer, don't worry, because an expert will take care of it. 

Action plan:

• • Write down all the activities you have to carry out to complete the internationalisation plan, and for each activity, the start date, duration, who is going to carry it out and its budget (if it has a cost).
  • Business plan: your internationalisation plan is part of your business plan (ver+) summarise your plan in a few images.

Individual sessions with your mentor or advisor:

• • Comparte tu plan de internacionalización con tu mentor o asesor, (enviale enlace como “comentador”)  y pídele que inserte comentarios escritos en tu archivo. 

Final review of your CANVAS and delivery of the document:

• • Conduct a final review of your internationalisation plan.

Complete your internationalisation plan (ver+), see template that we will provide you with when you start your acceleration programme

Some tips for an effective internationalisation plan are:

This is the action plan that we draw up together with the company's promotion team to start growing abroad, in other new markets. We must demonstrate that we already have our closest markets complete, that we have achieved a good market share and that we have a consolidated business model that can be easily adapted to other countries. This is the part of the business plan (see TIP)+ which deals with growth abroad, with or without creating new establishments in other countries. From the outset, the plan should be seen as an operational instrument to guide the export activity. It will serve as a guide to coordinate all efforts and to measure progress, to compare objectives with results, so that we can measure the success of the strategies we have undertaken. 

Likewise, you should not hesitate to modify the plan, making it more specific and adjusting it to the concrete reality, as detailed information and experience gained on the ground is added. It is recommended to start an internationalisation plan with a prior analysis that allows you to decide on commercial strategies and choose the most appropriate markets, thus minimising risks.

It is necessary to assess the business opportunities (+) The threats that external markets offer, and the threats that may arise and must be fought against:

Extensive research:

It is important to conduct thorough research of international markets to understand customer needs, competition and market trends.

Define clear objectives:

Before starting the internationalisation process, it is important to define clear objectives that you want to achieve in international markets. This will make the process more focused and efficient.

Assessment of available resources:

It is important to assess the company's available resources, such as capital, personnel and technology, to determine the company's ability to enter international markets.

Selection of suitable markets:

Not all markets are suitable for all companies. It is important to select the right markets for your company, taking into account factors such as culture, economics, politics and language.

Developing a market entry strategy:

Developing a sound market entry strategy is essential for success in international markets. The strategy should include details on marketing, logistics, distribution and customer support.

Networking:

Networking is important for success in international markets. This can include finding business partners, attending trade fairs and participating in trade associations.

Adaptation to local markets:

Adapting to local markets is important for success in international markets. This may include adapting products and services to meet the needs of local customers, adapting marketing strategies and hiring local staff.

Monitoring and evaluation:

It is important to regularly monitor and evaluate the internationalisation plan to ensure that the objectives are being achieved and to make adjustments if necessary.

Steps to realise the internationalisation plan

The steps to carry out an internationalisation plan may vary depending on the company and the market they wish to enter, but here is a possible structure of the steps to follow:

Internal analysis:

assess the company's strengths and weaknesses, its financial capacity and human resources, and determine whether it is ready for internationalisation.

External analysis:

research the target market, including market size, consumer trends, competition and market regulations.

Market selection:

select the target market based on the company's objectives, market research and financial capacity.

Adaptation of products / services:

tailor products or services to the needs of the target market and ensure that they comply with local regulations.

Establishing a market entry strategy:

Decidir si ingresar al mercado mediante una empresa conjunta, una filial, una adquisición o una alianza estratégica.

Marketing planning:

plan the marketing strategy for the target market, including promotion, pricing, distribution and brand positioning.

Financial planning:

 plan the budget and financing necessary for target market entry and sustaining operations.

Human resource planning:

Planificar la contratación y la gestión de los recursos humanos necesarios para la entrada en el mercado objetivo.

Implementation and monitoring:

Implementar el plan de internacionalización y monitorear el progreso y el rendimiento en el mercado objetivo para realizar ajustes si es necesario.

It is important to note that these steps are only a guide and may vary from company to company and market to market.

Some examples of companies that have carried out internationalisation processes:

Inditex:

The Spanish fashion company, owner of brands such as Zara, Massimo Dutti and Pull&Bear, has expanded globally with shops in more than 100 countries. Its internationalisation strategy is based on a rapid response to fashion trends, efficiency in supply chain management and adaptation to the local market.

Airbnb:

The holiday accommodation rental platform began its international expansion in 2011, and currently operates in more than 220 countries and regions. Its strategy is based on adapting to the local needs and preferences of each market, and establishing relationships with local partners to ensure the quality of the accommodation.

Ikea:

The Swedish furniture and decoration company has been very successful in its international expansion, with shops in more than 50 countries. Its strategy is based on the use of simple and practical designs, standardisation of products and adaptation to local tastes and needs.

Coca-Cola:

The US beverage company has a presence in more than 200 countries, and its internationalisation strategy is based on adapting to local preferences and tastes, building trusted relationships with local partners, and investing in marketing and advertising to establish its brand in each market.

Amazon:

The US e-commerce company began its international expansion in 1998 and is now present in more than 100 countries. Its strategy is based on offering a wide variety of products, efficient logistics and adapting to local consumer preferences.

These are just a few examples, but there are many more cases of companies that have been successful in their internationalisation processes.

Why is it necessary to carry out an internationalisation plan?

The internationalisation plan is necessary because it allows the company to assess its capacity to enter new international markets and to develop effective strategies to achieve this. By making an internationalisation plan, the company can identify opportunities and risks in international markets, determine financial viability and set clear and measurable objectives for its entry into new markets.

In addition, the internationalisation plan helps the company make informed decisions on how to adapt its product and service offerings to meet market needs and how to address cultural and regulatory challenges encountered in the process of international expansion.

When should I carry out the internationalisation plan?

The internationalisation plan should be carried out at a time when the company has already consolidated its presence in the local market and has the necessary resources to expand into new markets. This is usually the case when the company has a solid customer base, has established a network of reliable suppliers, has a skilled workforce and is in a good financial situation.

However, Each company is unique and may have different appropriate moments to carry out its internationalisation plan, so it is important to assess each individual case.

How can you use the artificial intelligence (see+ TIP) para completar el plan de internacionalización de su empresa?

It is an artificial intelligence tool based on OpenAI's GPT-3 model, which can automatically generate text in response to a given question or topic. It is capable of understand and process natural language, which means that they can understand what you ask them and respond in a coherent and relevant way.

In order to use artificial intelligence too complete your internationalisation plan, the first thing to do is to identify the specific aspects of the plan where you need help. For example, you might have questions on how to identify potential markets, how to adapt your product or service to the needs of the international market, how to set up a pricing strategy, how to deal with legal and regulatory challenges, etc.

Once you have identified the areas where you need help, you can formulate specific and detailed questions for artificial intelligence. For example, "What are the main potential markets for my product in Latin America" or "What pricing strategies should I use to enter the European market? The more specific your questions are, the more precise the answers you will get.

It is important to keep in mind that artificial intelligence is not a human being, so its responses may be limited by the information and knowledge it has been programmed with. In addition, the tool cannot replace the in-depth research and analysis that must be carried out when developing an internationalisation plan.

However, artificial intelligence can be a useful tool to complement your own knowledge and to gain new ideas and perspectives on how to approach the internationalisation process of your company.

In summary, to use artificial intelligence to complete your company's internationalisation plan, you need to identify the specific areas where you need help, ask detailed and specific questions, and use the artificial intelligence answers to complement your own knowledge and analysis. Remember that artificial intelligence is a useful tool, but it cannot replace the work and dedication needed to develop a complete and comprehensive internationalisation plan.

PRACTICAL EXAMPLES OF HOW YOU CAN USE ARTIFICIAL INTELLIGENCE TO COMPLETE YOUR INTERNATIONALISATION PLAN:

Identification of potential markets:

You can ask questions such as "What are the main potential markets for my product in Asia" or "In which Latin American countries is there a growing demand for my product?

Adaptation of the product or service:

You can ask questions such as "How can I adapt my product to comply with EU regulations" or "What changes should I make to my service to adapt it to the needs of the African market".

Pricing strategy:

You can ask questions such as "What prices should I set in the Asian market to be competitive?" or "How should I adjust my prices in Latin American markets to maximise profitability?".

Legal and regulatory challenges:

You can ask questions such as "What are the legal requirements for exporting my product to Middle Eastern countries?" or "What regulatory challenges should I be aware of when entering the European market?".

Competitive analysis:

 You can ask questions such as "What are the main competitors in the Asian market" or "How can I differentiate myself from the competition in the Latin American market".

Conclusion:

These are just a few examples, but the possibilities are endless. Remember that the more specific and detailed your questions are, the more accurate the answers you will get from artificial intelligence. And as I mentioned earlier, remember that artificial intelligence is a useful tool, but it cannot replace the work and dedication needed to develop a full and comprehensive internationalisation plan.

It is an excellent idea to use artificial intelligence in each of the deliverable questions you receive in the acceleration programme. This way, you will be able to get precise and specific answers for each of the areas to be addressed in the internationalisation plan.

It is also important to keep in mind that the internationalisation plan is a process that requires time and dedication. Therefore, it is better to go step by step and address each aspect individually, rather than asking artificial intelligence to do the whole plan.

By using artificial intelligence to gain new information and insights into each aspect of the plan, you will be able to complement your own knowledge and analysis, which in turn will allow you to develop a complete and comprehensive internationalisation plan.

Remember that artificial intelligence is a useful tool, but it cannot replace the thorough research and analysis that must be done to develop a sound and effective internationalisation plan. Therefore, use artificial intelligence as a complementary tool in your plan-making process, not as a stand-alone solution.