Strategies for International Marketing

Strategies for International Marketing The process of penetrating and then ontogenesis an international market is a difficult one, which many companies hush up identify as an Achilles heel in their global capabilities. cardinal aspects of the typical approach are particularly striking. First, companies lots stick with this new pedigree opportunity with a focus on minimizing risk and investing?the complete opposite of the approach ordinarily advocated for genuine start-up situations. Second, from a merchandising perspective, many companies break the origination principle of trade?that a immobile should start by analyzing the market, and then, and only then, decide on its offer in terms of products, services, and marketing programs. In fact, it is far more common to turn over international markets as opportunities to increase sales of existing products and so to adopt a sales push rather than a market-driven approach. Given this overall approach, it is not surprising that performance is frequently disappointing. Profitability in international markets has lagged behind average firm profitability for much of the last two decades (the foreign investment profitability gap). This may well be because of what Ghemawat and Ghadar puff as top-line obsession, a focus on revenue maturement rather than profitability growth.

1 This common mismatch between expectations and situational requirements stems, supra all, from a failure to follow in international trading operations the marketing strategy process that is probably established in the core domestic business. This may be because participation in the market is indirect (i.e., via an independent local distributor or agent, rather than via a directly controlled marketing subsidiary). It also often reflects a lack of control over strategic marketing and a failure to think rigorously about how the business will develop over the course of several years. go it is true that certain distinctive characteristic of an international marketing situation demand a... If you want to get a good essay, order it on our website: Orderessay

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