United Kingdom - Country Commercial Guide
Market Entry Strategy

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.

Last published date: 2021-09-22

Demonstrate a clear value proposition and competitive advantage (i.e. price, quality, branding).

Pay close attention to cultural differences between the United States and the United Kingdom and adjust marketing strategies accordingly.

Evaluate prospective partners carefully and choose an experienced, well-established local distributor.  Be flexible working with a UK partner during this prolonged period of economic uncertainty.

Visiting the UK when feasible to meet prospective partners and customers, as British businesspeople tend to want to get to know the people with whom they are doing business.

Express commitment to the market with a long-term perspective.