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Essay on International Marketing

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Due to the increasing competition in the global market place and more so in the local markets most companies are exploring the option of venturing oversees to market their goods. Various factors motivate such moves most of them being business sustainability oriented. Such firms are applying marketing principles in several countries. The firms are making single or several marketing mix decisions beyond state boundaries. Such moves at times involve establishing production bases in foreign countries and harmonizing marketing strategies all over the world. Some firms have penetrated the global market by either establishing partnerships in the foreign countries; merging with target country firms; or even by acquiring foreign based companies Nakra, 2006). Haier Group Company, a Chinese manufacturer and marketer of home appliances has not been left in such marketing strategies and has established its base in the Indonesian market.
There are specifically four main segments which the Haier Company has identified within Indonesia which represents great market opportunities. They include: Successful idealists market segment who have already acquired both professional and material success though they still have a liking to new and appealing factors; affluent materialists segment are very conscious of their status and very selective on their buying; disaffected survivors segment who have no power and wealth and are most likely contented, they are found within the remote areas which could be characterized with crimes; and the comfortable belongers segment who are conservative in nature and not welcome to new findings or products. It is clear that out of the four identified market segments within Indonesia, the Successful Idealists presents t...


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References
Nakra Prema, (2006). Beware of Non-Tariff Barriers in Global Markets. International Business
Training. Available at: http://www.ibt-articles.com/absnet/templates/trade_article.aspx?articleid=70&zoneid=2
Nakra Prema, (2006). International Marketers Dilemma: To License or Not To License!
International Business Training. Available at: http://www.ibt-articles.com/absnet/templates/trade_article.aspx?articleid=64&zoneid=2
Nakra Prema, (2006). Should You Care About Country of origin Impact? International Business
Training. Available at: http://www.i-b t.net/anm/templates/trade_article.asp?articleid=218&zoneid=3
Nakra Prema, (2005). Are You Strategically Planning Your International Distribution?
International Business Training. Available at: http://www.ibt-articles.com/absnet/templates/trade_article.aspx?articleid=104&zoneid=2


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