United Kingdom - Country Commercial Guide
Market Entry Strategy
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The UK market is complex and well developed, and a leader in product research and development.  Companies considering entering the market with established products must demonstrate a clear value proposition and competitive advantage (e.g., price, quality, branding).

Companies should pay close attention to cultural differences between the United States and the United Kingdom and adjust marketing strategies accordingly.  In particular, language usage in marketing and on packaging materials should be reviewed by a native British English speaker as word meanings and connotations differ between the UK and the United States. 

Online marketing and offers of delivery options are very popular with consumers in cities.  Well-established local distributors are key to success, along with evaluating prospective partners carefully.  Offering flexible business arrangements during this period of economic uncertainty will show a commitment to the market for the long term. 

The U.S. Commercial Service at the U.S. Mission to the United Kingdom helps support and protect U.S. commercial interests by counseling U.S. firms on UK market entry requirements, standards, and legislation; monitoring legislative and regulatory developments that could impact U.S. business; reducing technical barriers to trade; and working with and advocating on behalf of U.S. companies to ensure that the UK remains open to U.S. commercial activity, including for small- and medium-sized enterprises.