Everything is increasingly globalized, but we must also take into account the peculiarities of each place, to sell and for everything, because they continue to exist.

Many times we realize for example when we travel that we can buy almost the same things, because the world is somehow franchising. So we can eat hamburgers from the same establishments, drink the same coffee and even buy the same clothes. And the same happens with other things such as music, singers are no longer known in a country for their gender and language, and they go on to go on world tours, with which we will surely end up dancing the same song in two different parts of the planet.

We speak in seconds with anyone from another continent and can fly to other countries in a matter of a few hours. Everything goes, arrives and is transported faster, we talk more but about the same things, and others are being relegated to oblivion, better, in the past.

In commercial matters, this reality must be borne in mind, it is clear that for our company to grow we must internationalize, not just simply export. In other words, we must have a good plan and set clear objectives to be global, or rather, any company today must become a "glocal" company.

Glocal? Yes, because obviously because of everything we have discussed and because markets and competitors are increasingly global, we must adapt, but we must not forget that in each of these markets, there is a local perspective, tastes, customs and their own consumption habits, because tradition resists as a differentiating substrate. In short, being global now, you also have to be very local, to get it right.

It is essential to have certain clear points and a lot of information in order to be successful. Most importantly, adapt the product to the specific market we are targeting: for this, you must first know that market, its customs, habits, interests, demographics, culture, political, social, economic and even religious situation. With this, we will find out the different and specific needs of those potential consumers in particular.
For example, in some European markets or in the United States, gourmet products are currently very popular, fashionable, and in this sector, especially with regard to agri-food products, it is necessary to know how to reconcile innovation, that is, offer something different (it could be a bottle or packaging) but appealing to its own and traditional identity, evoking the homemade and betting on the quality of the classic, the ancestral (it could be a natural product, made by hand or with methods from before ).
In other areas, we can think for example that although tanning creams are sold here in summer, in Asian countries they will prefer skin whitening creams. Or be careful with alcoholic beverages in Arab countries or even wonder if you can sell beef burgers in India. Also, because sizes matter, Americans may drink from gallon bottles or buy giant packages of cookies, but in developing countries they will always prefer smaller or individual packages, thus better controlling what they can consume. And be very careful, with the names of the brands, the message that we want to convey, because in other cultures or in other languages ​​it could sound bad or offensive.

Therefore, for this adaptation it is essential to control many elements such as packaging, brand, transport and analyze the mode of entry and sale in that country, without ignoring the legal, technical and fiscal regulations that may exist, especially with certain types. of products. Like the post-sale process if there is one.

A question that we must also ask ourselves is, should we take the same product abroad, a differentiated product or better a standard product? The answer will depend on the market study we have carried out, our production and our international marketing plan.
We may think of differentiating ourselves as much as possible from local products, standing out for our innovative design, our distinctive brand or our best know-how. In this case we will have more margin to play with prices and to be able to face logistics costs and local taxes, but we must be careful, no matter how different we want to be, as we say, we have to like those distant consumers, hitting on offering something according to their needs not those of our home consumers.
Going out seems like we have to go out, but never in a crazy way, but acting well. That is why we must look out to grow globally while still observing the local details of each place.

Success resides in the global-local, therefore,

be glocal my friend.

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