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Global market entry strategies
Global market entry strategies
International advertising domestic advertising
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Internationalization is the process of producing and designing products or services that satisfy the needs of and are adaptable to consumers in different cultures and languages (Investopedia, n.d.). It can also be defined as boundless operations of companies besides the domestic market (Business Dictionary, n.d.). Because the products are being internationalized, which means they are available in an enormous market, global marketers not only have a chance to utilize the benefits of the international market to increase profits, but also do they need to consider the barriers to avoid costs. Different preferences, languages, cultures or even laws and regulations are good examples of the international market barriers to global marketers. Thus, …show more content…
First of all, it is a chance for a company to expand its current market. Because of the huge population around the world, advertising products and services overseas can create and attract a larger size of consumers as well as increasing profits (Bradley, n.d.). Another benefit brought by international marketing is that firms can minimize operating costs (Bradley, n.d.). For example, cheaper costs such as labor cost and advertising cost, or even tax in some host countries are bargains for companies aiming to target the international market. As a result, costs are minimized while profits are maximized as much as possible. Also, having access to the proper human resources in foreign countries such as human skills and knowledge can be a motivation for companies to go global. Last but not least, international marketing can help build up a brand’s reputation (Bradley, n.d.). It is proven that a brand’s products available in multiple markets are perceived as of higher quality and service compared to those sold locally (Bradley, n.d.). For instance, cars and mobiles such as Toyota, Honda, or Apple, and Samsung which are globally available are more likely to attract more consumers than local products. Thanks to the development of advanced technology that enables the connection between companies and consumers, and the access to resources such as human and natural resources, the pattern of doing business overseas, especially marketing, will undoubtedly continue to boost in the near future. Besides, marketing internationally can improve the business’s efficiency and help discover and exploit opportunities to grow (Bradley, n.d.). Since McDonald’s management has recognized the opportunities of international marketing, it has expanded its business to 36,258 restaurants in 119 countries and employed 420,000 people (Neate, 2015). Such huge
Today, many companies enter the global market, and some companies have become extremely successful in the global marketplace and others still struggling. In Theodore Levitt’s article “The Globalization of Markets”, he states that a well managed corporation focuses on selling standardized products with high quality and low priced instead of focuses on selling on customized products with high cost. Levitt defines the differences between multinational corporation and global corporation, and adopts many specific examples to proves his view. He defines the multinational corporation who operates in many countries and adjust its product based on the taste of specific region. This will result in a high cost to produce the product because company have to input more resource into each individual product. However, global corporation sells similar product worldwide at relative low cost. According to Levitt, the cultural differences are becoming more and more “homogenized”; therefore, becoming a global corporation will lead to the successful of the company in the global market.
The international business development has heightened the importance of international market selection (IMS) of companies, especially for their exporting strategy. However, not many companies really comprehend the geographical, social, economic characteristics of foreign countries in comparison with their home countries (Cavusgil, 1985). This fact has challenged many studies to create the optimal approach for IMS. The major question is: Which foreign market should a company enter? Thus, this report focuses on providing a practical consultancy to evaluate and determine its most appropriate foreign markets.
According to johanson (2009) study, the internationalization process of a firm is a process which increases the international market involvement. Without the study about the international market of a country, any company should not start a business because it may lead to failure of market and business. So before starting a business in any country some strategies should be followed after analyzing about the particular country. A company is successful when it was successful in the global market.
In internationalization, the most challenging decision faced by the company to choose between standardization and adaptation in its operations, products or services. It has been one of the important and most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international marketing. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge for companies to better understand the different needs and choice of customers due to the huge differences among the cultures from various nationalities. This leads to the dilemma in the mind of marketers to understand which strategy is effective and good - standardization or adaptation. There is a significant impact of standardization or adaptation on all avenues of business such as research & development, structure, marketing mix, production, finance and marketing mix. The attitude of a company towards the culture of a particular country in which it is going to enter or start its operations decides to choose between standardization and adaptation. Consider the different views and arguments for each standardization and adaptation, this essay critically analyze which strategy is better to choose for international marketing.
When it comes to doing business internationally the decision making is more complex. There are many interactions between each country that need to be addressed. In order for a business to be successful in the international market they need to examine and analyze all the facets of their company. They need
Along with increasingly liberalised trade policies, economic integration, higher stability of monetary transaction and development in transportation as well as communication, international business has experienced a dramatic rise (Czinkota and Ronkainen, 2001). This rise is also accompanied with enormous challenges that generate from differences between multinational companies’ home countries and foreign markets. Therefore, international marketing strategy that aims to achieve business success in competitive overseas markets has become a focus of studies especially in terms of standardization and adaptation. Years of fierce debates generate three basic perspectives. From a standardization perspective, reasons for standardizing strategy can be growing market similarity, economies of scale, homogenized customers, technological advance and consistent corporate brand (Levitt, 1983; Theodosiou and Leonidou, 2003). By
1. A key point in taking a company international is arbitrage or taking advantage of a price difference. Take for instance Samsung in China. They are dominating the market against their rival Apple 3-1. Apple introduced a cheaper international version of the iPhone in response but is losing its high-end market to Samsung. Samsung mobile devices are the first choice among corporate executives. Also, politically, Chinese officials are familiar with Samsung products with a committee following its moves. However, the Chinese media is increasingly critical of Apple. Secondly, even though the Chinese market knows that Samsung is Korean, they have targeted a niche market in the world’s largest economy.
In week five we learn about the importance of globalization and how it can help your company’s profits grow. There are many things to look at when selling globally as different cultures need to be looked at differently when making a marketing strategy. If you understand how to market your products to different cultures in different countries you can take advantage of the profits that can be made through globalization.
The most important external driving forces of an increasing internationalization are the openness to new markets due to liberalization and deregulation, further development in technologies and logistics, as well as shorter product life cycles, and a homogenous consumer behavior whereas internally the strategic-focused attitude of companies represents an essential factor.
With the advent of the Internet, decreased shipping costs, and the removal of trade barriers, the world market has shrunk in such a way that everyone can be a player. While many businesses thrive solely on serving a small local area, a globalized company has the benefits of increased customer markets, gross production, and brand awareness. Take for example Coca-Cola; this multi-national corporation offers products in countries all over the world, operates in over 200 of those countries with the help of its franchisees, and is the most well-known beverage companies. It is interesting to note however, that as positive as globalization may seem, there are many negative ramifications and a large population of detractors to this movement. While increased product availability is good for profits, if a local market is inundated with imported products, locally grown or manufactured items may be squeezed out, to the detriment of the local economy. Although it is cost effective to have your product produced in another country with low wages, you are essentially taking away jobs from the people of your own country, negatively impacting your national economy. However, if you manufacture your products in a country with higher wages, you must increase your products’ prices which may be harmful to your profits. While maximizing your companies profits is always of great importance, it is essential that you weigh the pros and cons of globalization and its effects on not only your company, but the areas in which you wish to spread.
Globalization can not only affect a company opening an office in another country but it can affect a small local business as well. As the internet brings the world closer together it becomes far more likely that a business that opened with no intention of selling internationally will have customers form different parts of the world asking for their product. For instance a steel company located in Pennsylvania may suddenly find orders coming in from South American factories. How the steel plant chooses to handle this new international customer could mean ...
International Marketing, at its simplest level, involves the firm making one or more marketing mix decisions across national boundaries (Jobber, 2010). At its most complex level, it involves the firm establishing manufacturing facilities overseas and coordinating marketing strategies across the globe (Jobber, 2010). There are various reasons for going global, some of which are: to find opportunities beyond saturated domestic markets; to seek expansion beyond small, low growth domestic markets; to meet customers’ expectations; to respond to the competitive forces for example the desire to attack an overseas competitor; to act on cost factor for example to gain economies of scale in order to achieve a balanced growth portfolio. The methods of market entry that could be used are indirect exporting (for example, using domestic –based export agents), direct exporting (for example, foreign –based distributors), licensing, joint venture and direct investment. I found this par...
international business involves all business transactions that occur between two or more areas, nations and countries past their political limits. Generally, privately owned businesses embrace such transactions revenue driven; governments attempt them for benefit and for political reasons. It alludes to every one of those business exercises which include cross outskirt transactions of products, administrations, assets between two or more countries. Transaction of monetary assets incorporate capital, aptitudes, individuals and so on for global creation of physical merchandise and administrations, for example, account, keeping money, protection, development and so on.
International trade is an economic practice where countries can import and export goods with no concerns to government intervention which includes tariffs and import/export bans or limitations. International trade has several advantages on developing countries; who are nations with low levels of economic resources or low standard of living. Developing countries can advance their economy through strategic free trade agreements. Free trade generally improves the quality of life of poor nations. Nations can import goods that are not easily available within their borders; importing goods may be cheaper for than trying to produce consumer goods. Many developing nations do not have the production procedures available for translating raw materials into valuable goods.
“International firms market their existing products and services in other countries the same way they do in their home country” (Kerin, Hartley, 182). An example of an international firm is Avon, the product is being distributed through direct selling in Asia, Europe, and South America. A multinational firm consist of different unique parts and markets to each part differently. The strategy multinational firms use is called multi - domestic marketing strategy, meaning “they have as many different product variations, brand names, and advertising programs as countries in which they do business” (Kerin, Hartley, 182). An example of a multinational firm is Procter & Gamble markets Mr. Clean because they are on different sides of the world. A transitional firm views the world as one market and emphasizes cultural similarities across countries or universal consumer needs and wants more than difference (Kerin, Hartley,182). A global marketing strategy is what transitional marketers employ. A global marketing strategy is “the practice of standardizing marketing activities when there are cultural similarities and adapting when cultures differ” (Kerin, Hartley,182). The global strategy also allows marketers to realize their scale of production and marketing activities. “Global consumers are a group of consumers living in many countries or regions of the world who have similar needs or seek similar features