International Marketing and Strategy

International marketing has expanded very rapidly during the last half of the 20th century. Nowadays, in a climate of low economic growth, many industries much more see international markets as a potential vehicle for profit growth. International marketing is becoming of ever-greater importance to more and more companies and organisations around the world.

However, international marketing is complex because overseas markets are usually different in significant ways from the home market and because it is more difficult for managers to understand and learn about markets in other countries.

How to do a successful international marketing? All companies need to develop an international marketing orientation; to able to analyse, plan, and implement strategies across the globe. A business without strategy is a business without direction. An effective marketing strategy will help businesses determine the basis for all of their marketing efforts and provide them with a blueprint

The starting point of developing any marketing plan is to analyse the nature of the environment where it operate. The world¡¯s largest chain-store retailer, US-based Wal-Mart, set up shop in China 6 years ago and currently has 22 outlets in 9 cities. At present, the purchases of Wal-Mart in China account for at least 5 to 6 per cent of its global sales.

Technology contribution is other critical tool for Wal-Mart strategy. With all of the stores using the network, messages can be quickly flashed between stores.

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