The companies engaged in international marketing, involve the use of one or more marketing mix across global boundaries; this requires the company to establish amenities all over the world and coordinate marketing strategies globally (Doole and Lowe 172). The implementation of international marketing strategies by the companies operating worldwide is necessary to achieve a competitive landscape.
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The companies operating worldwide which manage to succeed are those that view international environmental changes and can develop strategies to respond to those changes. For a company to be successful it needs to be aware of the industry’s limits and market within its global marketing surroundings; however, management forethought and organizational erudition can be applied to achieve a sustainable competitive edge in the international market (Doole and Lowe 169).
Currently, globalization has been mainly driven by technology information; this has made many companies to reassess what enabled them to achieve competitive gain. Pull of competencies of the firm personnel, personal knowledge, capability, and skills has made companies to develop their potential and become knowledge-based firm (Doole and Lowe 170). Furthermore, these companies have realized that they must nurture, retain, and apply capabilities and skills in all their businesses if they desire to be efficient in the national market. The potential growth of international marketing can only be utilized if the organizations become a learning organization where the high-end training of staff in a market is leveraged and build in all worldwide activities (Doole and Lowe 175).
The implementation of international marketing to such an extent can fail due to the following factors; one, failure to discover the accurate market niche, two, disinclination to update and adapt products for home use which means that there are no unique products that are perceived as of high quality by customers in the home market and finally vacillating pledges that takes time to learn how they operate in the context of other countries (Doole and Lowe 175).
Dugmore, C. R. and Rock, W. “International marketing strategy analysis, development, and implementation.” London: Jennifer Pegg. 2005. Print.