DEVELOPING MARKETING PLANS

DEVELOPING GLOBAL MARKET STRATEGY;

Decisions related to foreing market entry, expansion, and conversion as well as to phasing out of foringn markets call for systematic effort.  Illustred here is one method of developing a global market strategy.  The method consists of three phases.

Phase 1.  Selecting National Markets.

Phase 2. Determining Marketing Strategy.

1. Accessibility of markets.  Crucial for the choice between export and import production.
2. Local competitive situation - Crucial for the choice between independent construction, joint venture and acquisition.
3. Customer structure - Crucial for sales and distribution strategy
4. Re-import potencial - Crucial for international product/market strategy

Phase 3 Developing Marketing Plans

Internationalization of bussiness has become a fact of life.  Company after company finds that decisions made elsewhere in the world have a deep impact on its business.  Although many firms have long been engaged in foreing business, ventures, the real impetus to overseas expansion came after World War II.  The globalization of business is accounted by such forces as 

a) Growing similarity of countries (e.g., commonality of infraestructure and channels of distribution);
b) Falling tariff barriers, and
c)  Technological developments that, for example, permit the development of compact, easy-to ship products.


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