Generalizes on the best strategy to enter the market, e.g., visiting the country; importance of relationships to finding a good partner; use of agents.
Successful market entry into Mexico is not entirely different from building sales channels in the United States. Start by establishing an agent, representative, or authorized distributor for products and services in Mexico or opening a representative office. Given the size of the market, the strategy should consider specific regional territories. Most firms assign Mexican agents or distributors in different locations. Many companies find it works well to use three or four specific territories, often centered in Mexico City for central and southern Mexico, in Guadalajara for western Mexico, in Monterrey for northeastern Mexico, and in Baja California for the northwestern border and maquiladora (export manufacturing) zones. For selling to the government, it can be important to have a local office or representative. For regulated products or services such as healthcare solutions, it is necessary to allow time for and to utilize local support to obtain regulatory approvals.
Exporters also need to consider promotional plans. Trade shows, advertising, social media campaigns, and sales calls all work well in Mexico. Mexican buyers are generally price sensitive, and government buyers have strict rules for favoring lowest price offers, so establishing an effective pricing structure is key. Legal counsel, protection of intellectual property, sales, shipping, labor relations, and after sales support all need to be elements of your strategy. The U.S. Commercial Service recommends that companies consider the following:
- To do business in Mexico, it is crucial to develop and maintain close relationships with clients and partners. Mexicans prefer regular direct communication, especially in the initial stages of establishing rapport. Email is widely used, but with more people working from home, platforms such as WhatsApp have become essential for initial connections and for quick interactions.
- Mexican consumers are generally quite knowledgeable about U.S. products and services. Popular U.S. brands are widely recognized in Mexico. Leverage and build upon this familiarity.
- The U.S. Commercial Service can assess market potential of products and services, provide advice on export strategies, and facilitate business agreements with potential clients and/or partners through our three offices located in Mexico City, Guadalajara, and Monterrey.
Contacts and Resources
The U.S. Commercial Service in Mexico prepares this Country Commercial Guide annually. Our mission is to help U.S. companies, states, cities, and non-profit organizations benefit from expanding their exports to and investment attraction from Mexico. To contact your local U.S. Export Assistance Center, please visit the U.S. Commercial Service’s website.
The U.S. Commercial Service has offices in the major commercial centers of Mexico City, Monterrey, and Guadalajara.
U.S. Trade Center
Calle Liverpool #31, Col. Juárez
Mexico City, CDMX 06600
Tel: +52 (55) 5080-2000 ext. 5207
Fax: +52 (55) 5566-1115
U.S. Commercial Service Office in Guadalajara
World Trade Center
Av. Mariano Otero No. 1249; Torre Pacífico—Piso 4
Guadalajara City, Jalisco 44530
Tel: +52 (33) 3615-1140 ext. 102
Fax: +52 (33) 3615-7665
U.S. Commercial Service Office in Monterrey
Prol. Ave. Alfonso Reyes No. 150 Col. Valle Poniente
Monterrey City, Nuevo Leon 66196
Tel: +52 (81) 8047-3100
The U.S. Commercial Service in Mexico offers specialists covering virtually every industry to assist you in entering the Mexican market. You can find their contact information and more information on our top-prospect sectors by reviewing the Leading Prospects section of this guide. You can also see our list of specialists online at the U.S. Commercial Service’s website.
If you have specific questions about customs and documentation issues, ASK MANNY. Mr. Manuel Velazquez, Commercial Assistant in our Monterrey office, counsels U.S. companies every day regarding customs and shipping. He can be reached at Manuel.Velazquez@trade.gov or by phone at +52 (81) 8047-3248.