Global Strategy

At its basic understanding, international marketing engages the firm in making one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing

Top-management was looking forward to a Europe wide marketing strategy, in contrast with their subsidiaries which maintained that country profiles varied and marketing in one country would not be the same as marketing in another. Management wanted to adopt a Europe wide strategy so as not to lose out on market share else where in Europe. A single country approach would

The first recommendation for this firm is to adopt a global policy and try and explore new markets so that market growth and market share can be expanded. In case of a firm entering an international market, it requires to analyze the nature of the market and suitably form its marketing strategies in alignment with its business strategy and decide whether it is more beneficial to adopt a global approach or use a strategy that is customized to suit the needs of the local customers.

The article is divided into four parts. First part focuses on the traditional perspective on international marketing strategies focusing on the dichotomy between standardization and adaptation. The second part examines key assumptions underlying the philosophy of global standardization. The third part focuses on the constraints to implementation of global standardization. The last part of the article concludes on the bases of its review that a more general approach is suitable which incorporates various degrees of standardization or adaptation strategies. It is an important article as it concludes that an effective global marketing strategy does not guarantee the marketing of standardized products and global brands worldwide. It might work for some companies but cannot work for all.

The information I collected in this paper is mainly from network as well as books available at Library. I found most information in electric sources, like E-books, E-journals, etc., by a wide on-line research. Beside, books in related to international marketing at Library also helped me a lot. By going through a couple of marketing books and journals, I managed to find some extremely useful information.

WikiMart is a Russian online marketplace operating for Russia and Russian speaking countries. Two Stanford MBA students founded the startup company was founded in 2008, their by two Stanford MBA students with the strategy to reach the young and technologically savvy and young consumers in Russian speaking countries. Twith the founders’ goal of dominating in Russia and other countries of the former Soviet Union is well on its way as WikiMart . that has evolved into a large competitor in the e-commerce industry for that part of the world. The startup company was founded in 2008 by two Stanford MBA students with the strategy to reach the technological and young consumers with the goal of dominating in Russia and other

European Management Journal Vol. 19, No. 4, pp. 333–343, 2001  2001 Elsevier Science Ltd. All rights reserved Printed in Great Britain S0263-2373(01)00035-4 0263-2373/01 $20.00 + 0.00

International marketing is an important factor in serving organizations to develop into becoming globally competitive. Companies who operate within domestic markets purely are having difficulties competing with a global organization. Therefore, what does it take to move an organization globally? According to Cateora, Gilly, and Graham (2013), “international marketing is the performance of business activities designed to plan, price, promote, and direct flow of the companies goods and services to consumers of users in more than one nation for profit” (p. 10). International marketing strategies and its effectiveness assists in the expansion of an organization. The development of global markets was

international marketing can include all these activites incluing licensing,importing and exporting, and franchising or the full direct entry of one country into another country for business objectives. This is achieved by one country exporting other countries’ products into its own business environment; it can also enter on franchising terms or through licensing in the country of interest, or direct investment in the foreign country. Market mix development involves product promotion, product pricing and the product development and needs international marketing (Ball et al, 2006). This can be very simple as it would mean only an extension of the current market strategies in the parent country into the target country’s entire customization of the marketing mix.

This paper will define global strategy and research the best strategies to use when expanding operations to international markets. Recommendations and conclusions will also be defined for when entering a foreign market, thus expanding operations.

As a company enters into the foreign market, so does their marketing efforts. In hindsight, if a company’s marketing activities are not perceived well abroad, it could completely destroy the business’ plans to venture into the global market. When a company decides to go beyond their domestic country they must consider the changes that will be made within their

Thus, global marketing does suggest that reaching global consumers is a strategically intended outcome of a hybrid strategic approach. In more details, four main factors included in the above-mentioned approach are product, price, place, and promotion. In other words, when marketing their products, whether locally or globally, firms need to create a successful mix of:

3. What is meant by Global Marketing Global marketing seems to be quite similar to international marketing at first glance. Although some authors state that both terms can be used interchangeably, there are a lot of differences between both terms when you analyze them in more detail. Due to marketing theories, international marketing was a stage in the evolution of global marketing. The Oxford University Press defines global marketing as "marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives." It seems like international marketing only deals with the selling of products all over the world, but there are a lot of other aspects to it. For example, the marketing strategy or production of goods should be taken into consideration more

The literature on standardization of international marketing strategy has rapidly increased in amount since Levitt (1983) suggested the main concept that business strategies and their influences on firm performance should be universal through national markets which are very much alike culturally, economically and politically, in spite of limited empirical evidence focused directly on this topic. He pointed out that world markets are becoming more and more identical and therefore a standardized approach to company operations, productions, marketing and other functions is feasible and advisable. This review focuses

International marketing is marketing carried out by firms overseas or across national borderlines. This strategy is an extension of the marketing techniques applied in the domestic market to meet the different demands, buying patterns, demographics and market segments of overseas customers.