Today we are faced with a situation where both the number of customers and visitors in shops as well as inbound guests to our destinations has decreased. A large proportion of all business is conducted over the internet, a development that has accelerated with Covid-19. Issues of internationalisation and export are thus relevant for many companies.
Right now, companies are working hard to adapt to attract more audiences at home (for example, in 2020, the concept of a 'home holiday' came back into widespread use following the pandemic). Intensive work is also underway to develop their export maturity. As well as welcoming domestic visitors, it is important for many companies to equip themselves to meet foreign visitors and customers (for criteria on what constitutes export maturity from a hospitality perspective, see below).
The purpose of the questions below is to reflect on your company's export readiness, or alternatively your company's ability to realise internationalisation. The task is also about identifying the opportunities and challenges of a possible venture and assessing its plausibility, outcome and what would be required of you and yours.
In order to be ready for the post-corona period, there are a number of issues to consider. Here are some major questions for reflection. Then you will find a series of examples of several other aspects of internationalisation and export readiness that you can reflect on.
Reflection questions: when an international market is of interest
- How do you currently work strategically with your marketing to reach an international market and target group?
- What other markets and audiences might be relevant to you?
- What will it take for you to reach these new markets and audiences?
- Do you think your company is ready to receive these new guests (is your company export-ready, see criteria below)?
Questions on how time during the pandemic can be used to be ready post corona:
- Are you now launching your webshop in English to be ready to sell your goods and services in an international market, if so, what is required?
- For example, because you know that exporting is a long-term effort, are you now verifying your foreign market and target group, and if so, what is required?
- Is this the time when you use your network and relationships to get advice, knowledge and make valuable new contacts to help you in your work? If so, do you have these networks or do you need to work to build them?
- Is it now that you are reviewing your payment solutions, freight provider agreements, warehousing, insurance and examining whether your packaging is attractive and ready for an international market, if so, what do you want to prioritise and what is required to get started?
- Is the time ripe to introduce a partnership with an agent who will help you reach the world with your services and products? If so, how can you take the first step towards seizing the opportunity?
- Perhaps you are also currently reviewing your business's ability to welcome international visitors and customers? If so, for example, are all your information materials in English, your website, your printed materials and, for example, menus if you run a café, restaurant or other eating establishment? What language do you use in your social channels? Is there clear signage so that visitors can find their way to you and are your language skills sufficient?)
- Is your hosting top class? Do you have knowledge of the place and the region and can you share it? Are you confident and responsible and can you communicate this?
- Do you have a clear sustainability policy and is it translated into other languages? If not, what is required to create one?
Trade associations for support and advice on export readiness and internationalisation:
- EEN Enterprise Europe Network
- Business Sweden
- Swedish Chambers of Commerce
- Swedish Institute
- Visit Sweden
Criteria for export maturity: from the perspective of the hospitality industry
Please note that these are different if you supply services or products.
An export-minded product owner:
- is aware that exporting is a long-term effort.
- have undergone host training or equivalent.
- have knowledge of contract drafting and can handle contracts and confirmations in English.
- is willing to provide commission (approx. 15-35 %) or work with net price.
- is familiar with the practice of real estate lease periods in connection with the signing of allotment agreements.
- responds to quote request within 48 hours
- is available by mail or phone all year round
- have liability insurance and that they can be made available in English.
- have knowledge of the chosen target group and market.
- have some knowledge of the region's and Sweden's product range.
- have language skills, at least English.
- have documentation on how to handle complaints related to their product.
- is willing to receive study visits from both the press and tour operators.
An exportable product/service:
- have information signs to help guests find the place/product.
- have detailed, up-to-date and truthful product descriptions, including time specifications.
- can be booked in advance
- has information material in the relevant language(s) including printed material, web and menus.
- is bookable online via the booking centre or via the contact form on its own website.
- is bookable 12 - 18 months before arrival in case of packages/events (price and product info), preferably on the web.
In addition to these criteria,:
- there is a sustainability policy.
- the products are quality assured by a relevant quality system.
