Limited Time Offer: Save 30% on PRO with code GOPRO17 »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
MarketingProfs Enterprise Solutions
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Penetrating The Us Market
Posted by Anonymous on
6/23/2005 at 11:14 AM ET
I am currently looking for ideas on how to create a concept to go global with my company. But let me first bring you up to speed with the details. My company is established in France and we are active in the dental laser equipment market. Our intention is to go to the United States as so far we have no presence in this market. What would be a good concept to target this market and to make our move a success? And what way can we best get a presence in this market? Through distributors? Other channels?
Thanks in advance.
6/23/2005 at 12:03 PM
This is a $ 5 million question and you offer 125 pts:-)
For starters let me ask you a couple of questions.What kind of research has your company carried out in the U.S. to check what is this market like over there?What is your competition over there? In what way your dental laser equipment is better for dentists to use than the ones you can find on the Amercian market?Is it more technologically advanced, more patient-friendly or cheaper?
In sum what bettter dental experience can you offer for both dentists and their patients to make them want your equipment more than others?
Answering these question will help you toward the goal.
6/23/2005 at 4:50 PM
Do you know if your product requires licensing in the US? Any sort of gov't approval at all?
If you're all set and just looking to get into the market, you can post at
(Replocate should pay ME for the number of times I recommend them!)
There are many rep organizations that are now selling to the dental profession. They have all the contacts you'll need.
6/24/2005 at 9:00 AM
I had the opportunity to do what you are trying, in reverese -- to take an American instrumentation company to international markets, including France.
The first hurdle we had was CE compliance. As pointed out above, you should make sure there are no FDA or other government restrictions on your products for sale in the US.
Choosing your sales channel depends on the skill level required to sell the product, and who the ultimate customers are. You need to find sales reps who have the skills and are already calling on your targeted customers. Many such companies will look for new products that complement their existing lines, giving them more to offer their customers while maximizing the potential return for every sales call.
Of course you need to find out who the competitors are. Be prepared for possible brand or country preferences. Here in the US we tend to buy anything made anywhere, so that may not be an issue. But if your product looks like it's made for French customers and you are only offering it here, it may fail. A quality product that meets US needs, which happens to be made in France, will be more readily accepted.
As pointed out by others, there are many issues. Prepare yourself by doing as much homework as possible.
BACK TO TOP
Post a Comment
Eight Design Tips for Your Next Tradeshow Display
by Mike Weimar
Your 2017 Marketing To-Do List [Infographic]
by Laura Forer
Goodbye Google Keyword Planner, Hello Keyword Research Using PPC
by David Zimmerman
Five Ways B2B Marketing Will Change in 2017: All Roads Lead to ...
by James Thomas
The Most Important Google Search Rank Factors [Infographic]
by Ayaz Nanji
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with