International Marketing In Global Markets

By M. Isi Eromosele

In developing a global business strategy, international marketing should be a significant part of it. Three questions need to be asked and answered. One, what should be the pattern of the marketing activities? Two, how should the global marketing activities in each country be organized? Three, is it necessary to link these marketing activities with other operations of the firm?

While some marketing activities may be implemented centrally, it is very important that a major part of the activities be carried out within each individual country. It is a fact that the marketplace environment in every country is different. This differentiation should be recognized within the context of how the international marketing program is planned and implemented. Doing so will engender competitive advantage in the form of lower costs and enhanced differentiation.

While international marketing is gaining acceptance, it is imperative that companies do not overreach in its implementation. Cultural differences among nations require that a certain level of marketing be tailored to the consumer purchase behavior and marketplace environment in each targeted country. As such, marketing to these various constituencies require adaptation of the central message, customized to each local environment.

Successful adaptation of the main brand message to fit various countries can be achieved through the implementation of the following:

• Marketing activities should be implemented through the utilization of alike methods among countries
• The efforts of various marketing groups in different countries would need to be integrated
• Marketing skills and competencies should be transferred from country to country
• The introduction of the marketing program need to be done in a planned sequence across countries

The integration of international marketing across multiple countries can lead to competitive advantage in such areas as after sales account management, especially when the client is a multi-national one.

The linking of global marketing functions to operational support activities of a firm can yield economies of scale in implementation costs, support the development of universal products which can be sold worldwide, create more demand for universal products and penetrate new segments in many countries to allow the sale of universal products.

In the development of a detailed global marketing plan, it is imperative for companies to determine which products/services fit the local country market. An analysis of potential international business, global sales and profit targets is then performed. A framework for resource allocation is formulated according to comparative figures for investment budget, management needs and human competencies. This framework should be supported by the firm’s marketing strategies for each country.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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