Different World Markets Essay

It is commonly accepted that selling strategies play truly meaning(a) graphic symbols in most(prenominal) external organizations. Some believe that a company which plans to flourish its business and want to be a prospering global firm should maintain actually effective trade strategies. As a number of writers (John, Letto-Gillies, Cox and Grimwade 1997, Ketelhohn 1993, Johnson and Scholes 2002) have pointed come forth, global merchandising dodging is concerned with making important policy decisions affecting the long-time direction of the company. This makeup first proposes the importance of international companys merchandise schema, and thusly considers how to make a competitive trade strategy and carry come to the fore it in a right personal manner. After that, it will look at how to understand change in business environs and what organizations should pay assistance to in a changeable market. In the final part, it will way on a specific international compa nys globular marketing strategy.Importance of international marketing strategy.Over the years, many definitions of marketing strategy have been make and developed, a typical definition was made by Quinn (cited in John, Letto-Gillies, Cox and Grimwade, 1997) who describes marketing strategy as the exemplar or plan that integrates an ecesiss major goals, policies and action sequences into a cohesive whole. A well-formulated marketing strategy helps to marshal and exclusivelyocate an organisations resources into a unique and viable posture based on its relative internal competencies and shortcomings, anticipated changes in the environment and contingent moves by intelligent opponents.(Quinn 1980pp3)According to John, Letto-Gillies, Cox and Grimwade (1997), although there were many definitions about marketing strategy, most of them emphasize the same direction in which the organization is developing, where the organization is going, where the organization is or where it should be. I n fact, problems mentioned by them be the biggest headache and solicitude maker for most international enterprises, thus marketing strategies enablecompanies to pick up out how and where to develop. As Hill (2005) sees the marketing strategy in international business, nowadays, process of the global economy and liberalization of investment environment import in many global markets becoming extremely competitive, in commit to get more pro couple in such an international environment, a company should have a very(prenominal) clear marketing strategy which cargons a lot about its position.In any models of marketing strategies, international marketing strategy is a very large part and it affects other(a) part of strategies to a international company in a legitimate degree. As Manu (1992) has pointed out, more and more organizations take the whole world as their market with the quickening process of globalization in the past decades, the role and effective marketing strategies in different geographic market-places bring to pass a greater need for them to analyse caused by the growth in the globalization of business and markets. All these indicate that marketing strategies do have important influence on international enterprises performance therefore an effective marketing strategy cannot be ignored when companies plan to expand their business.How to make a competitive marketing strategy.From the very start, how to make a competitive marketing strategy is always the problem which international companies have to face. As Ketelhohn (1993) has pointed out, a strategic analysis is the most important of all it starts by setting the generic strategies which are hypotheses in the industry and conclusion out the main triumph factors which are think to each strategy. so consulting teams in the company should check their understanding of those marketing strategies by analyse them with documented facts. Once they are satisfied with those marketing strategies whic h they think fit their enterprises capabilities, they are able to choose consultants and build strengths in key victor factors in which the firm is weak by recommending investment projects.All these expatiate should be considered into companies marketing strategies, after planning and making marketing strategies, the future(a) important step is taking those marketing strategies into action and managing them in a right way, right-hand(a) strategic management is not only related to one department, but theresponsibility of the whole company, as Johnson and Scholes (2002) see it, marketing strategy is about how organizations perform overall. Since very few individuals sit at the very top of organizations, their experience of, and contribution to, strategic success is from under. They will operate in parts of an organization where their day-to-day hunt down is dominated by issues about that function. According to them, enabling the success of marketing strategy in action should fro m the very top managers to individuals press down down as resources and competences which are crucial in this process are controlled by them.Change in business environment.Change is accepted wide in our modern life, it also exists in the business environment all the time, according to the research of Drummond, Ensor and Ashford (2003), the phrase change is the only certainty has do something of a business mantra. All organizations are subject to increasing levels of change. Actually, every(prenominal) change exists in the market has the original factor which concerned with the environment where international organizations carry out their marketing strategies, Carter (2002) identifies those factors as political factors, scotch factors, technological factors, social or cultural factors, legal factors and competitive factors. It is very important for international companies to full understand these various factors and identify the most important kinds of factors which may influence the company and its consumers relationship when they carrying out foreign marketing strategies.Peugeot Company was established in France in 1890 and now it has become one of the ten biggest car manufactures in the world. In order to search the market, Peugeot invested in Guangzhou, China, in 1985, it failed and left China in 1997. The main footing is lack of competitiveness of its products. On the other hand, Dongfeng Peugeot was created in China. From the external environment, foursome pieces of information are very clear firstly, China entered into WTO and then reduce its tariffs on auto imports. Secondly, Chinas car market is booming.Thirdly, individualized incomes are increasing. Finally, more competitors are entering into Chinas market. By analysing andsummarising Peugeots marketing strategies, there are four main marketing strategies related to its operations firstly, Peugeot tries to purify the quality and design and find out the acceptance of Chinese marketplace. Sec ondly, it cuts prices to boost sales. Thirdly, it offers an effective on-line sale channel. Finally, it tries to improve customer service all the time.In conclusion, there is no suspect that marketing strategy plays a crucial role in international enterprises. Making an effective global marketing strategy is a good beginning, carrying out the marketing strategy in a proper way is very essential in the globalization process, understanding the markets change and identifying problems which is related to a company are also very important in carrying out the marketing strategy. All these steps are linked with one another they are key points relating to the marketing strategy which is really necessary in international organization.ReferencesCater, S (2002) International marketing strategy. capital of the United Kingdom Elsevier Science Ltd.Drummond, G., Ensor, J,. and Ashford, R (2003) strategic Marketing Planning and Control. London Butterworth-Heinemann Publications.Hill, C.W.L (2005) International clientele. New York The McGraw-Hill Companies.John, R., Letto-Gillies, G., Cox, H., and Grimwade, N. (1997) Global Business Strategy. London International Thomson Business Press.Johnson, G. and Scholes, K (2002) Exploring Corporate Strategy. Edinburgh Pearson Education Limited.Ketelhohn,W(1993)International Business Strategy.London Butterworth-Heinemann Ltd.Lasserre, P (2003) Global Strategic Management. New York Palgrave Macmillan Houndmills.Manu, F.A. (1992), Innovation Orientation, Environment and Performance A Comparison of U.S. and European Markets, Journal of International Business Studies, 23 (2), 332-59.