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Why International Marketing?
- Smallness of home market
- Needs and aspirations
- Uniqueness of product
Quality of International Marketing - Caliber 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
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