International Marketing

International Marketing: How to Enter a New Market

The term “international marketing” refers to the use of marketing principles by industries in a number of different countries. As a result of advancements in international marketing, companies can now conduct business in almost any country around the globe.

A simple definition of international marketing is trading goods and services between countries. Worldwide, rates, promotions, and distribution of products and services are planned and executed in the same manner.

What is International Marketing?

Global marketing, also called international marketing, involves marketing products around the world. In other words, it refers to any marketing activity that crosses borders. According to the American Marketing Association, international marketing is a multinational process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services in order to satisfy the individual and organizational objectives of the exchange.

The process is somewhat similar to export management. As a result, export management is limited to managing the flow of goods and services from the host country to the guest country.

International marketing, on the other hand, includes production, finance, and personnel. Several post-sales activities are also involved.

International Marketing Characteristics?

International marketing has all the features of modern marketing. However, the latter caters to global customers. Therefore, it occurs across national boundaries.

  • Therefore, international marketing has specific characteristics, such as:
  • There are two or more countries involved in this project
  • Marketing strategies that are unique to specific countries
  • A company is able to exchange information with foreign customers through the use of it
  • There is a reference to the global business environment when making decisions.

A successful global marketing strategy offers attractive opportunities for companies. However, it is also associated with a number of threats and challenges.

Let us first take a look at the implications and challenges associated with international marketing before we proceed to the benefits and challenges.

How Does International Marketing Work?

The process of exporting or licensing products or services to a new country is usually the first step for international businesses. Other types of international marketing include contract manufacturing, joint ventures, and foreign direct investment.

International Marketing
International Marketing

How to Enter the International Market?

The following methods can be used by companies to globalize:

The Export Market: Exports are the easiest way to enter the market, whether they are indirect or direct. Trading companies facilitate the buying and selling of goods and services abroad on behalf of companies in indirect exports.

In Direct Exports, the company sells its own goods and services abroad by choosing one of the following options:

  • Establishing an independent Export Department based in the domestic market
  • Through an overseas sales branch that conducts promotional activities and facilitates sales and distribution.
  • A sales representative who travels abroad.
  • Distributors or agents in foreign countries who work exclusively for the company
  • Developing a global web strategy:

In today’s world, companies can create awareness for their products worldwide through an electronic medium, e.g., the internet, rather than attending international trade shows. Customers can read the detailed information about the product on the company website, generally written in different languages, and order online.

Franchises and Licensing:Globalization is achieved through licensing, whereby a domestic company licenses a foreign company to use its manufacturing process trademark, patent, and name. Licensees are less controlled by the domestic company.

When franchising, the domestic company has the higher level of control since it allows the franchise to operate on its behalf, and in line with its terms and conditions. MC Donalds, Dominos are the examples of franchising.

Joint Ventures: Companies can go international by partnering with other countries to monetize their existing relationships with local customers through joint ventures. Examples include TATA AIG, HDFC standard life insurance, and TATA Sky.

Investing Directly: In a local company facilitates the sale of goods and services as the firms can establish their own business facilities.

A company goes international to increase sales and to capture a huge market share. In designing marketing principles, however, certain factors such as political, social, technological, and cultural circumstances should be considered since they vary from one country to another.

Global Web: Companies believe they are limited if they only focus on one market, such as the U.S. Global markets are competitive. Such companies are always on the lookout for better opportunities abroad in order to enhance their market presence.

What are the Benefits of International Marketing?

Expanding your business internationally can create bigger and better opportunities. As well as providing a wider customer base, it can also protect against economic downturns. Additionally, global marketing facilitates the effective use of surplus production and facilitates the building of relationships with other businesses around the world. Additionally, it provides employment opportunities for the host country.

The Following Are Some Benefits of International Marketing.

Expansion of the Market

Global marketing can provide the advantage of expanding the market. It’s a great opportunity for brands to expand their customer base.

The idea of marketing a product or service was too expensive for small businesses two decades ago. Thanks to new communication channels like Google and Facebook, that’s no longer the case.

It is now possible for small businesses to reach a wider customer base overseas without sacrificing their budgets. Aside from increasing profits, international marketing also increases brand awareness.

Economic Downturn Protection

An unexpected economic event or a natural disaster can wipe out a company’s fortune.

The revenue generated by selling overseas can, however, offset possible downturns. Consequently, your business will be able to weather tough times and recover from domestic losses.

With only $45.5 million in U.S. box office receipts, The Great Wall failed to earn even one-third of its $150 million budget. In China, however, the action movie was a smash hit, earning $170 million.

A total of $289.4 million was earned at the international box office.

Utilization of Surplus Production Effectively

It is possible for manufacturers to utilize excess production effectively through international marketing.

The process involves shipping surplus goods from one country to another. By exchanging products between importing and exporting countries, each country can meet its own needs.

It is possible to export surplus raw materials, goods, or services in domestic production to foreign markets.

Enhances Competitiveness

In addition to increasing revenue and diversifying assets, international marketing also provides competitive advantages.

Your competitors may not have the same visibility and access to new customers that you do if you expand abroad. When the home market is already saturated, this is especially true

The ability to market globally allows you to remain competitive

International marketing provides brands with access to specialized talent that may not be available in their home country. Among them are marketing managers, marketing coordinators, and translators.

Therefore, companies often hire workers with unique skills that may prove useful at home.

According to 71 percent of advertisers, some of the best advertising campaigns are developed abroad. An advantage could be gained by using a similar strategy at home as well.

What is the Disadvantages of International Marketing?

Global marketing has specific downsides. For one, cultural restrictions between the home and host country could hinder the marketing strategy. Other disadvantages of international marketing include government restrictions, high competition, potential infrastructure issues, and war in the host country.

Differences in Culture

There could be a variety of marketing challenges due to the varying cultures and norms around the world. Consumer needs and usage patterns, as well as responses to marketing mix elements, differ.

Furthermore, foreign countries sometimes have institutions that require a completely different marketing approach.

Dogs, for example, are considered dirty creatures in Muslim culture. In Middle Eastern countries, a message that describes a dog as “man’s best friend” won’t work

Restriction by the Government

In international marketing, the host country’s government imposes a number of strict rules and regulations. High taxes and duties on imports and exports are usually included in these costs.

Ultimately, these restrictions can impact the profitability and continuity of a company. It may be challenging for companies to comply with these foreign regulations, resulting in them having to leave..

War Situations

International marketing can be adversely affected by tensions and war-like situations among nations.

Due to this, selling products and services in other countries is subject to diplomatic relations. Providing these countries remain friendly, trade will proceed smoothly.

There is, however, a risk of huge losses should tensions arise in the host country. There is a possibility that operations could be completely shut down in some cases.

A High Level of Competition

Brands entering a foreign market usually face competition from both local and international companies. Global marketing is therefore characterized by high levels of competition.


Your business can grow overseas with international marketing. Choose the approach that suits your brand best by understanding the difference between global marketing and international marketing.

There is a fear of taking part in international marketing among many small businesses. I mentioned earlier in this post that international marketing is not restricted to multinational companies.

The internet has made it easier than ever to promote your products and services online. Understand the rules and regulations in other countries and whether your product can be sold there.

Here’s what we’d like to hear from you:

Do you have any questions about this post?

Did I miss anything important?

Do you think global marketing or international marketing is better?

Can you tell me about your international marketing strategies?

Let us know what you think in the comments below!

Leave a Reply

Your email address will not be published. Required fields are marked *