International Marketing can be defined as a scalable representation of business exercises designed to plan, price, support, developed, promote and regulate the flow of a company’s goods and services to consumers or users in more than one nation for a profit. The only difference between the definitions of domestic marketing and international marketing is that marketing activities take place in more than one country. The objective for both domestic and international is the same i.e to make a profit by selling products or services in geographies which have a demand for them.
• International Marketing Environment
Some products or services are only designed to be sold locally, but others are often marketed anywhere. It’s another name for global marketing. Red Bull is a superb example of international marketing – it’s easy to forget that they’re an Austrian company.
Some manufactures produce their goods in one country and supply it globally. this may need several reasons to prefer economic reforms, better availability of resources, better logistics, etc.
All these manufacturing and supplying require a gaggle of promotional strategies which is known as International Marketing.
Opportunities in international marketing
- The market needs: A firm possesses to review the market demands of its potential product. this is often done to form future and short-term plans regarding the purchasers.
- Reaching more customers: International Marketing exposes a worldwide marketplace for an organization. This helps in reaching more customers than dealing only in one country.
- Consumers have more variety: because of international cultural differences in clothing, technology, food, etc. an organization have a plus of introducing new products for various choice of consumers.
- Avoiding market saturation: When marketing is completed globally an organization features a plus of the various markets this advantage pays off when the economic situation of 1 market collapse.
- Outperforming domestic counterparts: an organization when dealing across the planet possesses to perform well to sustain worldwide competition. This helps by raising the standard of the company from their domestic counterparts.
- Lowering insolvency risk.
- Small to medium-sized enterprises (SMEs) are “born global”
Smaller firms are considered major players.
International Marketing is additionally affected by many global interests. These interests can introduce new opportunities also as can create issues. To maximize their profit an organization must understand these drivers so that there will be hassle-free commencement of the business.
Globalization drivers: Market factors
• Impact of the latest technology and developed infrastructures
• Emergence of trading blocs
• Convergence of consumer demand
• Channels of distribution become more global
Globalization drivers: Cost factors
• Avoiding cost inefficiencies and duplication of efforts
• A single-country approach maybe not be large enough to understand
economies of scale and scope, and synergies
• Size as a significant asset, with many mergers and acquisitions in
aerospace, pharmaceuticals, telecommunications
Globalization drivers: Environmental factors
• Fallen government barriers
•Rapid technological evolution
• Emergence of new-generational global players: mini-nationals or ‘born
global’ (newer companies with sales between $200m and $1b)
Globalization drivers: Competitive factors
• Leading companies drive the globalisation process through their global
• Global marketers look for new markets and specialize in the best product
categories for growth
• Important to execute global strategies and stop others from having
An undue advantage in unchallenged markets.
Challenges in international marketing
• Awareness of worldwide developments §Understanding diversified and changing
• Adaptation to plug conditions
• Anticipating the actions of worldwide competitors
• Developing new strategies involve
• Technological innovation
• Process improvements
Strategic planning process: Assessment and analysis
- Understanding and adjusting the core strategy:
• Clear definition and participation of executives from different
- Market and competitive analysis:
• Simultaneous specialize in a broad range of markets, understanding of
customers, and structure of the worldwide industry.
- Internal analysis:
• Assessing internationalization readiness.
Strategic planning process: Objective setting
- Choice of competitive strategy:
• cost leadership, differentiation, or focus
- Country market choice:
• evaluating internal strengths against market attractiveness
• Taking advantage of the benefits of standardization for segments that
Strategic planning process: Develop the worldwide marketing program
• Degree of standardization within the merchandise offerings
• Marketing program beyond the merchandise variable
• Location and extent of value-adding activities
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