What factors should a company review before deciding to go abroad?

Deciding Whether to Go Abroad

1.

Most Companies prefer to remain domestic if their domestic market were large enough.

Managers would not need to learn other languages and laws, deal with volatile currencies, and face legal and political uncertainties.

Business would be easier and safer

Yet several factors can draw companies into international arena :

Some International markets present better profit opportunities

The Company needs a large customer base to achieve economies of scale.

How Many Markets to Enter

• The Company must decide how many countries to enter and how fast to expand

• Companies’ entry strategy typically follows one of two possible approaches :

2.

Deciding How To Enter The Market3.

Deciding on the marketing program :

Marketing Adaptation

Global Similarities and Differences

Brand Element Adaptation

Global Communication Strategy

Global Pricing Strategy

Global Distribution Strategy

4.

Deciding on the marketing Organization

5.Depending on their level of international involvement, companies manage international marketing activity in three ways :

Through export departments

International Divisions

Global Organization

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