Marca País Provides Tools to Support the International Expansion of Licensed Companies

Marca País held a workshop for its licensed companies aimed at providing tools, programs, and services to support their international expansion and entry into new markets. The event brought together representatives from a wide range of industries, who learned about the opportunities offered by Uruguay XXI to strengthen their export capabilities.

During the opening remarks, Uruguay XXI Deputy Executive Director Martín Mercado emphasized that the relationship with companies goes beyond brand licensing.

“Marca País is not just about licensing; it’s also about support,” he said, highlighting the importance of creating opportunities that give companies access to the information and tools they need to grow in international markets.

The workshop featured a presentation by Claudia Pecino, Project Manager for Competitive Intelligence at Uruguay XXI and head of the Más Comercio program. She outlined the key steps companies should take to prepare for exporting, including export readiness assessments, product classification, market analysis, cost structure evaluation, and access to financing tools.

Pecino stressed that international expansion requires careful planning and a long-term strategy.

“You shouldn’t try to sell abroad when things are going poorly in the domestic market. Exporting is not a way out of a crisis,” she said.

She also underscored the importance of strengthening a company’s digital presence as a prerequisite for competing internationally.

“A company’s digital presence is its storefront to the world. It is how potential customers discover and learn about its products,” she explained.

The event also included a presentation by Analía Bello, a specialist from Uruguay XXI’s Export Promotion Department, who outlined the agency’s international trade promotion activities, including trade shows, trade missions, and business matchmaking events.

“We work to help companies establish initial contact with potential clients and generate concrete business opportunities,” she said.

Participants also received information about internationalization support programs, simplified export tools such as Tu Exporta and Exporta Fácil, and opportunities arising from the Mercosur-European Union agreement.

At the conclusion of the workshop, the organizers reaffirmed their commitment to continuing to provide training and support initiatives for licensed companies.

“All Uruguay XXI services are free of charge. We encourage companies to reach out to us and share their questions and challenges so we can support them,” Pecino concluded.

The initiative is part of a new series of workshops launched by Marca País to strengthen engagement with its licensed companies and support their growth and international expansion.