Market entry strategy: taking a brand abroad — or into Poland
Two directions, one method
| Direction | Typical question | What we deliver |
|---|---|---|
| From Poland abroad | Are we ready for Germany, Austria or the UAE, and in what order? | Readiness audit, positioning for the new market, phased roadmap, localisation, PR and media relations on the ground |
| From abroad into Poland | What does the Polish market, media and public opinion really look like for us? | Media monitoring and market intelligence, competitor analysis, localised messages, media relations with Polish journalists |
Case: from Poland to the United Arab Emirates
A Commplace client asked for a communication strategy for entering the Dubai market. The goal: prepare the brand for the UAE — from positioning through channel selection to a media plan. The documentation of the project runs to 47 MB.
- Research — analysis of the UAE market, its cultural and regulatory specifics and competitor benchmarking in the region.
- Segmentation — B2B and B2C customers in the context of the GCC.
- Channels — media and channel selection, including the social platforms used in the Gulf (Instagram, LinkedIn, TikTok), local media and influencer partnerships.
- Plan — localisation of the message, a PR plan for the Arab market, an events plan and a communication calendar.
A team of six worked on it: senior strategist, international consultant, GCC market analyst, content strategist, copywriter and account director. It became the first Middle East communication playbook in the Commplace® portfolio. The client’s name is not disclosed.
Case: from Poland to Germany, Austria and Central Europe
A Polish premium womenswear brand (limited capsule collections, 100% made in Poland) needed a full expansion strategy for Europe: Germany first, then Austria and Central and Eastern Europe. The plan runs from Q3 2025 to Q4 2026.
- Readiness audit — what the company can and cannot yet do abroad.
- Brand DNA for foreign markets — what the brand promises to a German customer, not only a Polish one.
- Roadmap in six phases — audit, strategy, a pilot in Germany, scaling, Austria and CEE, then always-on activity.
- Modules — sales channels and logistics (including a marketplace partner programme), a launch campaign, AI-supported market monitoring, full localisation, PR on the new markets and stakeholder management.
- Organisation and funding — an export team of three to five people with a decision board, and public export support of around PLN 500–600 thousand planned into the budget.
A team of seven worked on it, including an export consultant and media relations for Germany. The client’s name is not disclosed.
For international companies entering Poland
Poland is a large market with its own media landscape, its own opinion leaders and its own regulatory debate. Decisions taken abroad on the basis of translated headlines tend to arrive late. For a Fortune Global 500 energy company in Poland we build that local picture continuously: media monitoring, analysis of media and public opinion, market-trend and competitor analysis, models of the Polish market, reports and media relations.
How a market-entry project runs
- Diagnosis — the market, its rules, its competitors and the brand’s real readiness.
- Research and segmentation — who buys, who influences, who decides.
- Positioning and message — what the brand stands for in this market, with proof that works locally.
- Channels and plan — media, digital, partners and events, in phases, each with an owner and a date.
- Control — indicators with a baseline, a target and an alert threshold on a decision cockpit.
When sales rise after launch, we check the rise against a baseline and a comparison market before calling it an effect — correlation is not causation.
Evidence, not promises
30 years of practice since 1996, 101 documented case studies (87 backed by a document in the project file), 376 written client references with an average rating of 4.98/5. International clients include Aramco, Fortum, Saint-Gobain, Pirelli, Deutsche Bank, Deichmann and ECCO.
Frequently asked questions
Do you help Polish companies expand abroad?
Yes. We have delivered expansion strategies for Germany, Austria and Central Europe, and a communication strategy for the United Arab Emirates, from readiness audit to PR on the new market.
Do you help international companies entering Poland?
Yes. We provide media monitoring, market intelligence, competitor analysis, localised messaging and media relations in Poland, and report in English.
What does a market-entry strategy include?
A readiness audit, market and regulatory analysis, competitor benchmarking, segmentation, positioning, channel and media selection, a phased roadmap and a measurement plan.
Do you work in the Gulf region?
We have prepared a full communication strategy for entering the Dubai market, covering the GCC context, B2B and B2C segments, local media and a PR plan for the Arab market.
Can public funding support export?
In one of our projects public export support of around PLN 500-600 thousand was planned into the expansion budget. Eligibility depends on the company and the programme and has to be confirmed each time.
How long does a market-entry project take?
A strategy takes weeks; implementation runs in phases. In the Germany, Austria and CEE case the plan spans six phases from Q3 2025 to Q4 2026.
More Commplace services in English
- International PR agency — evidence-based public relations for global brands.
- Media monitoring and market intelligence in Poland — media, opinion, market and competitor analysis.
- Crisis communications — readiness, rapid response, recovery.
- Decision cockpits — one screen from signal to action.
- Industrial and B2B marketing — proof for engineers, buyers and boards.
- Employer branding — a promise the company can keep.
- Website design and branding — brands and websites that lead to a decision.
- Social media and online campaigns — a system, not a stream of posts.
- AI services for marketing and PR — what our AI actually does, and where it stops.
- Commplace® AI — AI decision support for marketing and PR.
- Generative engine optimization — visibility in AI answers.
Talk to us
Commplace® · Liczyrzepy 20, 58-564 Sosnówka, Poland · [email protected] · +48 665 379 071
Author: Sebastian Kopiej, CEO of Commplace®. In public relations since 1996. Data current as of 22 September 2026. Wersja polska