For some it may sound counter-intuitive, but one of the best places to look for solid, sustainable business growth over the long term is in international markets. While most companies have a presence in EMEA (Europe, Middle East and Africa), Latin America and Asia Pacific, the presence is typically limited to the more traditional markets, such as the United Kingdom, France, Germany, Japan and other leading nations.
One of the critical success factor in your post-recession growth plans is your customer base. Your customers can represent the quickest growth opportunity you have.
For embedded components of tech-products, the lore of the ‘Intel Inside’ ingredient branding is a ‘siren’s song’ promising strong consumer identification and untold sales. Like most stories of easy money and innovation in marketing, there is much more to tell. While Intel has achieved ‘brand nirvana,’ the initial capital outlay for the ingredient marketing co-op easily measured in billions of dollars. The advertising co-op that paid for a portion of computer manufacturers ads was heavily supplemented with television advertising, further increasing the cost beyond most marketing budgets.
In virtually every industry other than technology, the marketing function drives product development. In the technology world, a company will spend years and millions of dollars (even hundreds of millions) in R&D and product development only to throw the new product “over the fence” to sales and marketing who are then tasked to find the customers.