How do I... win business in the Bric markets-Brazil, Russia, India and China?

Although it's a young business, Yacht Technologies, which offers superyacht owners a bespoke integrated communications, navigation, entertainment and security package, has a wealth of marine experience behind it. Its parent company, Selex Communications, is a subsidiary of Finmeccanica, formerly Marconi International Marine.

John Hodder, head of Yacht Technologies, explains: "Although we launched in September 2009, there's 100 years' experience in the marine industry and we have the Marconi heritage. We put together a package that nobody else worldwide did."

The top-of-the-range product is marketed at super- and megayacht owners as well as boatbuilders. As part of a business that's provided marine technologies to military and professional clients for more than a century, it already has the kudos. Now it wants to enter new markets. Already well established in Europe, Hodder is interested in learning more about the Bric (Brazil, Russia, India, and China) markets. "Although they're predominantly operating in the Med and the Caribbean, my market is really Russian-owned," he points out. "There must be opportunities for superyacht builders in Russia and China to use our systems."

The prospect of entering an unknown market is daunting. In Europe, he says, it's easy to deal with the currency. "I recognise who is building mega- and superyachts. But I don't know who's doing it in Russia or China. I don't really see a way of communicating with them," Hodder explains.

So how does he crack the Bric markets? We ask three experts...

Richard Currie, public affairs director, UPS UK and Ireland
All markets are evolving, especially in emerging economies where understanding the dynamics is critical. A deliberate, disciplined approach to investment should be followed from the outset.

Selecting the optimal model to provide the best combination of customer experience and financial return is a key decision. In emerging markets, it pays to work with a knowledgeable and trustworthy partner, which should ensure no compromises are made when it comes to service and product quality or your business integrity.

Once you've secured a presence, you need to ensure a continuous flow of products to clients. This will require efficient supply-chain management, customs brokerage expertise, and the ability to deliver products to the right destination at the right time and at the right price. Experienced partners will be vital, too.

Lesley Batchelor, chairman, Institute of Export
Russia is the highest-profile market for luxury yacht ownership. Such yachts are designed and built in several countries, and it is arguably the designers that you need to target, because they guide potential owners.

After investing in researching new markets, you will need to develop a marketing strategy and collateral to support a launch and sales channel. So a balance must be struck between change and cost to be sure you're selling internationally at a profit.

The institute is keen to ensure that all potential risks are examined, including barriers to making a profit that can be self-inflicted, such as understanding the implications of trading in that market, local taxes and duties, the cost of collecting money and modifications or registrations.
Within Bric countries, research can be carried out through trade bodies and bilateral chambers. It's useful to talk with a university business school and ask bright young brains who you should contact. You'll be pleasantly surprised by the quality of response.

Vic Annells, international trade director, UK Trade & Investment
Yacht Technologies is on the right track-Bric countries have growing demand for luxury goods.

It's worthwhile contacting UK Trade & Investment's online local trade advisers. They provide expert knowledge on how to open up markets, such as Russia and China, and can use their overseas network
to help find the right contacts and potential customers as well as navigate the regulatory systems. It's a fast track to breaking into new markets.

Why not approach your top clients or partners to see if they can help? And don't be afraid to name-drop. If you have been working with renowned superyacht builders, or have high-profile Russian clients, use these contacts to market yourselves.

Business Clinic is published in association with UPS