Guatemala - 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: 2020-07-28

Companies should consider their own resources, previous export or business experience abroad, and long-term business strategy before entering the Guatemalan market.  U.S. products and services enjoy an excellent reputation in Guatemala.  One of the most common market entry options is finding a local agent or distributor.  Other approaches include licensing, franchising, and identifying local partners for market knowledge and contacts.

The U.S. Department of Commerce, United States 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.export.gov

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.