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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.

A firm 's international marketing program must generally be modified and adapted to foreign markets. This international marketing program uses strategies to accomplish its marketing goals. Within each foreign nation, the firm is likely to find a combination of marketing environment and target markets that are different from those of its own home country and other foreign countries. It is important that in international marketing, product, pricing, distribution and promotional strategies be adapted accordingly. In order for an international firm to function properly, cultural, social, economic, and legal forces within the country must be clearly understood.

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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)

16. When managers in an international business consider market segmentation in foreign countries, they need

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

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

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

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,

Over the past decade there was a prominent development observed in the sphere of high technologies production, so the scale of electronics market becomes wider and spins up from day to day. “According to the Consumer Electronics Association (CEA), consumers were expected to purchase 500 million units of consumer electronics in the US in 2008. US households spend about $1407 per year on hardware.” (Electronics Takeback coalition, 2010) Accordingly, there is a clear tendency of rapid substitution of electronic appliances observed, as every other day producers offer consumers more efficient and powerful gadgets instead of their predecessors. Consequently, high rate in electronics upgrading results in shortening of their lifespan and following

This mode of accessing the foreign market involves high costs in transporting and marketing. The firm here manufactures goods in one country and then incurs the cost of marketing them abroad. This may take place through sales by foreign distributors, sales agents, overseas sales subsidiaries (Chee and Harris 1998:294).

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).’

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)