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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.

Selling a product internationally along with the 4 P’s (planning, producing, placing, and promoting) process of a company is called global marketing (Global Marketing, 2017). Being global is important because companies are able to reach customers from all over verses in one particular town. Offering different products and services for a variety of

A the differences between countries in the structure of marketing segments, and the existence of segments

Peter Arnell arrived in Brescia in late September 2009, and suddenly he had to face some daunting challenges due to the global recession: sales recorded a sharp decline of 5.3% in 2008 and a drop of 19.4% in the first half of 2009; Clayton SpA was in the third consecutive year of losses and accumulating more than 1 million US Dollars??per month; receivables and inventories are both above 120 day sales. In addition, the Italian market was split between low-priced foreign imports (Asian products) and Italian brands and offering neither the former, nor the second, Clayton was losing its product share in the market. Overall, the company

Over the years the importance of Asia in the electronics industry grew amazingly, especially China, which dominated the industry’s growth at greater than 20 percent

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

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They have a very clear strategy for the pursuit of their goal and vision. The market segmentation as well as the identification of target markets is the important element of each marketing strategy at which they are the basis for determining any particular of the marketing mix, which is product, pricing, place and promotion. Market segmentation reveals the company's market segment opportunities. The company has to evaluate the various segments and decide how many and which segments it can serve the best. In evaluating different market segments, a company must consider of three factors, that is, segment size and growth, segment structural attractiveness and also company’s objectives and resources. (Armstrong & Kotler, 2005)

Peter Arnell arrived in Brescia in late September 2009, and suddenly he had to face some daunting challenges due to the global recession: sales recorded a sharp decline of 5.3% in 2008 and a drop of 19.4% in the first half of 2009; Clayton SpA was in the third consecutive year of losses and accumulating more than 1 million US Dollars??per month; receivables and inventories are both above 120 day sales. In addition, the Italian market was split between low-priced foreign imports (Asian products) and Italian brands and offering neither the former, nor the second, Clayton was losing its product share in the market. Overall, the company

This is an international marketing strategy that largely focuses on the commercial efforts and advertising on the benefits of concentrating on local markets rather than using global or universal approach. This, therefore, means that the company will employ work towards understanding culture of different local markets in various countries and try to enter into the studied market using the demographics in that area. The greatest effort required in this strategy is using advertising as well presentation to try and appease local sensibilities in various countries rather than applying a mass market strategy. So that this strategy can be successful it is crucial to carry out extensive research in different countries that the company hopes to invest (Leontiades, 2010). By learning how the company can be able to create a good connection with the consumers in various countries using multi-domestic strategy can assist to build a lot of tactics which can be integrated into markets that have many similarities. Learning how to closely associate with customers will also assist customize marketing and advertising efforts to match with the present local culture. Although multi-domestic strategy may be somehow expensive to employ its end result are more profitable to the company. When the company’s products are able to

Global expansion – The organization seeks to expand the company globally into international and emerging markets through sales in order to accelerate growth;

Liam Casey, CEO of PCH International Limited (PCH), was in every way an adventurer. Born and having spent most of his youth in Cork, Ireland, Casey had never lived in China until he started traveling and working in the country in his late twenties. Yet, without speaking much Chinese, Casey managed to establish an innovative supply chain solutions company in China’s factory city of Shenzhen and grew it to almost 700 employees in just ten years. By 2007, PCH had become a global company; it had customers in Western Europe and North America and its IT operations, manufacturing and warehousing support was located in Ireland, China,

In a world where consumer demands change as quickly as advances in technology and communication, it is no wonder that companies are entering into a global market. In order for companies to stay on top and be the best in their industry, it is no longer enough to exclusively sell to a domestic market. The real challenge for companies remains in their ability to successfully market their products abroad. While some basic principles of marketing remain, such as consideration of price, promotion, place, and product, a whole other set of rules is introduced when speaking of international marketing. (International Marketing, 2002)

International marketing is the process of planning and under taking transactions across national boundaries that involve exchange.

Most businesses are seeing the benefits of globalization; they offer similar service or products to a variety of customers. However, it is not an easy road to take for business must ‘…deliver and clear and consistent message…and tailor their business model so that it can accommodate many different countries (Walcott, 2014).’