New Markets
Internationalization is a business growth strategy as well as a key element when it comes to diversifying risk so as not to depend on a single market and seek expanding economies with a growing internal demand. It is an essential factor for the survival in an increasingly competitive environment.
When a cybersecurity company decides to take the step and internationalize, it will have to make a series of decisions in order to reach success in their international growth. Among the decisions that must be made, the following stand out:
 | Internal Company Analysis Those responsible for the internationalization process must perfectly know the company’s strengths within the cybersecurity sector that will allow them to successfully address new markets. They must also assess the resources they have, including financial and employees, to carry out the necessary activities for sales in new countries. |
 | Selection of Countries Those responsible for the internationalization process must select the markets and countries where their proposal has the highest chance of success. |
 | Adaptation of the value proposition to the new market. Adapting to the needs and requirements of the new market and clients. |
 | Positioning in the new market The objective of establishing the image or identity of the company so that it may be perceived in the most optimal way to achieve the set objectives. It is necessary to create brand awareness among customers through promotion, price, location, and the cybersecurity solution offered. |
 | Formulas for entering the new market One of the key decisions in accessing new markets is selecting the entry channel so that the cybersecurity solution reaches the customer segment of which the company wants to focus its first sales. |
At INCIBE we have a series of guides, resources, studies, etc., that are available to Spanish cybersecurity companies. These are provided to facilitate the decision-making process in all aspects as mentioned above and to make it easier to enter new markets in the national cybersecurity industry.
Guías y recursos