Grow Your Global Markets: A Handbook for Successful Market Entry

Identifying Your Target Market and Finding Customers

If we could export more finished products instead of raw materials, we could become a middle-income country. ⁱ

—Yoweri Museveni, former president of Uganda, November 25, 2007

One of the most important aspects of growing your global markets is performing the same level of due diligence you exercise on domestic market research and narrowing your focus on the specific customer group in your foreign target market. The information that this process provides is invaluable, especially as you use it to generate an international marketing plan that ensures the profitability of your global expansion efforts.

You are probably aware of the type of person you’re trying to reach. Man, woman, young, old, employed, ...