On the other hand, if your projected growth cannot be supported solely by these markets, you would obviously need to expand beyond them.  Depending on your product or service this could mean trying to leverage the population centers of North Central Europe, Mid-Europe, Southern Europe, or even the growing markets to the east.

In this case, establishing an operation in the UK or Scandinavia, while meeting your current needs, may be counter productive in the long run in terms of overall proximity to customers, accessibility to markets, cost and delivery times of goods and services — since your Center of Gravity will have shifted.

With this in mind, try to analyze the three key strategic issues covered previously so you can draw your own long-term marketing map of Europe for your company. (Click here for a printable map of Europe.)

Now, within your chosen geography, pick those locations you would like to statistically compare based on a totally objective, weighted cost and benefit analysis for a European sales and marketing headquarters office or distribution operation, put together by a major independent European site location adviser — Buck Consultants International.

In the next section, you’ll select the locations that fit your center of gravity assessment, for an interactive comparison on those factors which will have the most impact on your long-term growth; factors such as labor and real estate costs, availability of qualified staff, tax climate and ease of doing business.

CONTINUE TO COMPARISON OF LOCATION FACTORS