international marketing

international marketing Essay example
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With every firm planning to go global given the competitiveness in the global markets, it is critical for firms to plan foreign market entry strategies which will make such firms explore foreign based customers and remain competitive over time.


Similarly, the increase in the competitiveness nature of international markets calls for improved quality and advancement in the production techniques (Ronkainen, 2005, p.97-8). The entry strategies in an international category involves making decisions on the goals and objectives of the firm, choice of the products/services, market penetration modes, and performance monitoring and control systems which are deemed appropriate for the market. After evaluating its potential, strengths, capacities, and limitations, a corporation then figures going multinational. Exploring an international market with more promising potential involves market screening of all the potential markets. The screening exercise is conducted based on economic, cultural, and political factors which have the potential of affecting operations of the firm in the foreign market (Keegan, & Schlegelmilch, 2011, p.37). Besides, geographical factors and demographic variables must be given close attention. These include location, composition of the potential target consumers (based on gender, age, income, culture, and family structures), political and economic environment (covering from legal regulations, duties and taxes, to consumer protection standards), and market characteristics. ...
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