preview

The Challenges Of International Marketing

analytical Essay
1184 words
1184 words
bookmark

The Challenges of

International Marketing

Abstract

Regardless of the success of your company on a national scale, to engage yourself in a successful venture outside of your borders requires several critical elements that one must acknowledge and apply with great care. One of those requirements would be to thoroughly research the cultural environment in which you wish to launch your product no matter how popular and indispensable you believe it might be. In the past, many national giants have hit the wall when introducing a foreign market or launching a new marketing campaign because of the cultural gap they encountered on the other side of their borders. Another way of preventing a flop on an international market is to carefully study the economical past of this country, which might differ quite a bit from the one the company flourished in. In addition to the previous precautions, it Would be advise to make sure that your product will blend seamlessly within the spending habits of the consumers. Overall, meticulous market studies and patience often constitute the way to success on a foreign soil.

The Challenges of

International Marketing

Despite the facts that many of the most powerful markets on the planet operate within the capitalistic principle of free trade. Despite the fact that Western Europe is now border-free within its bounds and uses the same common currency. And despite the fact that the USSR ‘s Iron Curtain has fallen more than a decade ago, the people of this world have never expressed their need to belong to a national identity as much as they do today. In response to international organized terrorism, mass media and political pressure, the average consumer today is looking for security, truth, and for a product tailored to his need. A product that reflects the international society we live in today but also carries the cultural identity of the consumer buying it. Or at least carries one that can be compatible with it.

One suiting example of a company of international caliber tailoring its marketing campaign to the local population would be mentioning the producer of computer hardware and software IBM. "IBM ads used in France feature IBM employees whose names and faces give the impression that they are Europeans hired by IBM to service the needs of other Europeans"(Martin, as cited in the Journal of Language for International Business, 2005, 16(1) pp. 76-96). Only trough this genuine effort to identify with the local consumers could a company such as IBM being able to successfully blend in within the market's landscape.

In this essay, the author

  • Describes the challenges of international marketing, such as researching the cultural environment in which one wishes to launch their product, and making sure that it blends seamlessly within the spending habits of the consumers.
  • Explains the challenges of international marketing, despite the fact that many of the world's most powerful markets operate within the capitalistic principle of free trade.
  • Analyzes how a company of international caliber tailoring its marketing campaign to the local population would be mentioning the producer of computer hardware and software ibm.
  • Analyzes how mcdonald's marketing campaign erased the negative stereotype of children obesity in france. they used medical studies to reassure consumers and improved the overall image of mcdonald overseas.
  • Explains that multi-national companies are notorious for struggling with identifying to the common individual and treat their clientele as a whole.
  • Analyzes the two-page microsoft ad recently used in france containing imagery from paris on one page and tokyo on the other.
  • Opines that learning about the marketing landscape of the country in which you wish to introduce a new product is critical in order not to negatively shock the audience.
  • Analyzes how proctor and gamble's commercial for feminine hygiene products was an advertising flop. the mass advertising provoked an intense backlash in the people and it was embarrassing for both men and women.
  • Explains that successful international companies have learned from proctor and gamble's mistakes by hiring local advertising firms that know the field, taboos, atmosphere, and market tendencies.
  • Explains that introducing a product or company to foreign markets can be extremely profitable as long as the culture, economic background, and the overall history of that country are respected and accounted for.
Get Access