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Chapter 3: The international trading
environment
Case study: Drambuie
International marketing conducts itself within
the international trading environment.
Therefore, an understanding of the trading
environment is needed to develop and implement successful international marketing
strategies. Where an organisation can trade depends on a myriad of international
trading laws, trading blocs and the reduction of tariff and non-tariff barriers. However,
protectionism is a way to protect local industries, businesses and employees from the
threat of powerful, large organisations who can pose a threat to business sectors
within a country. Many countries seek to exploit their own comparative advantage to
become successful global players. Institutions such as the World Health Organisation
(WHO) seek to retain a balance with regards to multilateral trade.
