Page 59 - GLOBAL STRATEGIC MARKETING

Increasingly, companies are being forced into marketing their products
overseas, either to encourage demand for their products overseas or

because they face global competition or both. Therefore, an international
company will seek an international/ global strategy by adapting a
modification strategy for the individual consumer or by applying a

standardisation strategy across the international market.

The purpose of this unit is to give the background of international
marketing strategy as the basis for the following units. It includes

definitions of marketing, globalisation, internationalisation and
international marketing strategy. The unit also investigates motives behind

involvement in the overseas market. Forces that shape international
marketing strategy are introduced, leading to discussion of the
international strategic process.

1.2 International marketing strategies

According to Terpstra and Sarathy (2000) it is impossible to separate

international marketing strategy from corporate strategy. Decisions about
technology, new product development and manufacturing inevitably affect

marketing decisions and marketing success. One important decision to be
made is that between standardisation and adaptation of the product or
service offering in the new market. Management complexity is reduced

with a completely standardised marketing mix, applied without change to
all international markets. However, some local adaptations are necessary

to accommodate differences in consumer taste, income levels,
government regulations, distribution channels and the structure of
competition.

1.3 The history of internationalisation

To predict the future of international business we need to look at the

historical changes that led us to who we are today, and who we shall be