focuses on the product (i.e. bricks) and the customer, rather than Boral's Australian heritage. This US market entry strategy has paid off well for Boral but what lesson can be transferred to Australian companies that sell products other than bricks?
1. Focus on a very limited range of products and make long term investments that take advantage of the economies of scale that are available in a country of almost 300 million people.
2. Focus on your customers’ beliefs, not your own. Boral does not mention its Australian heritage because that does not matter to homeowners or builders who want to buy the best (American) bricks they can afford.
3. Establish a physical presence (dare I say,“bricks-and-mortar”) in the US and staff your operations with locals.
This sends a message to your customers that you are here for the long term and that you will provide reliable follow-up service for many years to come.
These three points are key to long term success in the US market.