1. CONCEPTS:
MARKETING: "The action or business of promoting and selling products or services , including market research and advertising" (Oxford dictionary, 2010).
STRATEGY: "A plan of action or policy designed to achieve a major or overall aim" (Oxford Dictionary, 2010).
2. Why is important to make decisions based in a Global Marketing Strategy?
When companies plan to expand in the international market, they must take into account the variables that I have mentioned throughout this blog, however one of the most important is the Marketing strategy.
"Marketers use an assortment of strategies to guide how, when, and where product information is presented to consumers. Their goal is to persuade consumers to buy a particular brand or product." (faq, 2010)
When Companies create successful marketing strategies, they are contributing in a right way for an increase in demand of their products in other countries. All the aspects including in marketing strategies difers country-by-country, and therefore that is the importance of analyse needs, behaviours, tastes, and requirements.
The importance of analyse the market should include the marketing orientation, the target market and the marketing mix, to achieve the creation of the strategies that will allow companies be competitive in international markets.
Strategies that fail can be dangerous not only in the long term but also in the short term, this is because there are decisions that could affect the performance of the company. For example a company with low production capacity should restructure its production process well if it wants to enter in foreign markets, because a mistake like this could bring serious consequences such as low satisfaction of customer demand in other countries.Connected with the promotion or brand, there are many errors that can occur, such as language.It is a very important aspect because the same words can mean something different in different places, or even may be something illegal or something that can offending people who have sold the products.
3. POINT OF VIEW
I think the strategies that companies plan to entry in an international market should be very adaptable to the customer needs. Many companies that have the sufficient experience to make decisions about marketing strategies to implement in foreign countries are very successful, that could be an example to small companies that want to expand and to explore new markets. There are companies that are not carefull with thi kind of aspects, for example in a the colombian case, the exporters should use tools like proexport or agencies specialized in marketing that can help them to be successful.
"Sometimes you sell when and where you least expect. However, most international sales require a well-conceived and implemented marketing program" (Daniels, 2004)
CYBERGRAPHY
Billboard of siberian tiger. getty image. (online) Available at:
Busunessman reviewing documents. getty image. (online) Available at:
FAQ (2010) Marketing Strategies. [online]:
John D. Daniels. (2004) International business: operations. USA.
Oxford Dictionary 2010. (online) available at:
Oxford Dictionary 2010. (online) available at:
When companies plan to expand in the international market, they must take into account the variables that I have mentioned throughout this blog, however one of the most important is the Marketing strategy.
No hay comentarios:
Publicar un comentario