International Marketing

Why International Marketing?

• Smallness of home market
• Needs and aspirations
• Uniqueness of product

Quality of International Marketing - Calibre of management depends on:-

• Flair for languages
• Social skills
• Knowledge of freight conditions
• Costs
• Financing methods
• Legal constraints, etc

Which markets to enter

• Same products - same/different strategies
• Different products - same/different strategies

Importance of market research - to build a profile of each country

How to operate within selected market

• Export - Direct/Indirect
• Licensing
• Branches - Sales office/Warehouse
• Subsidiaries - Joint venture/Own plant
• Multi-National

Reasons for failure

• Failure in objective setting
• Strategy determination
• Plan implementation