As with any export venture, before entering the Guatemalan market, U.S. companies should carefully evaluate their internal resources, prior international business experience, and long-term strategic goals. While Guatemala is a price sensitive market, U.S. products and services are well received and have a strong reputation for quality which can offer a competitive advantage. A common and effective market entry strategy is to engage a local agent or distributor. Additional approaches include licensing, franchising, or forming partnerships with local firms to leverage their market knowledge and networks. Note that for some commercial activities, namely public procurement opportunities, partnering with a local company is a legal requirement.
The U.S. Department of Commerce’s U.S. Commercial Service (CS) offers customized solutions to help U.S. companies, including small- and medium-sized enterprises, succeed in Guatemala. Given the regional nature of this market, this will often include consideration of market opportunities in other Central America countries as well. More information can be found at www.trade.gov/guatemala.
In addition, the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS) provides equivalent-level trade services at no cost for U.S. companies interested in exporting agricultural, fishery, and forestry products through their Agricultural Trade Offices Guatemala | USDA Foreign Agricultural Service