The reasons for companies being interested in operating businesses internationally or export marketing are the many underlying advantages. First of all, it is a chance for a company to expand its current market. Because of the huge population around the world, advertising products and serv...
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...e of terrorism, can be a problem for international companies. At the moment, McDonald’s is having its restaurants available in almost every country except for some African countries like Zimbabwe, Ghana, or Middle East countries, and North Korea. Another example of the external environment is competitors, either local or international, trying to possess a piece of the market “cake”. Sometimes, every move of the competitors in the market can influence a company’s marketing strategies such as lowering the price, or practicing aggressive advertising to attract more buyers. Hence, it is important for the company to differentiate its products, do competitive analysis, develop efficient distribution channels and innovate consistently. However, such practices require a huge amount of money to and investment on R&D which is a barrier for companies to enter a foreign market.
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