Adapting International Marketing for Global Market Expansion

This report delves into the adaptation of international marketing tactics to effectively reach global markets, driven by objectives such as increased profitability. It contrasts strategies used in domestic markets with those required for foreign markets, emphasizing the importance of tailoring pro...Read More

Adaptation of
international marketing

Table of Contents
Introduction......................................................................................................................................3
Challenges face by organizations while expanding globally :.........................................................3
Conclusion.......................................................................................................................................6
References :......................................................................................................................................7

Introduction
This report focuses on adoption of international marketing tactics to reach out global markets.
This is done with the objective making more profits and due to some other reasons. To deal in
foreign markets various tactics are used as compared with the strategies used in domestic
markets. Adoption of these strategies will improve the competitive position and performance
globally. It means altering products and services as per the needs and wants of consumer by
taking into consideration all the relevant differences. There are lot of challenges which
company's face while expanding their horizons globally. In this study, there are various methods
discussed to cope with all these differences.
Challenges face by organizations while expanding globally :
As in the modern era, domestic markets gets exhausted of limited opportunities and want
to grow exponentially. They started expanding their horizons globally with the objective of
capturing large market share and to boost up its profits. There are various other objectives of
expansion such as it will increase the revenue of the business concern. They will have lot of
foreign resources and opportunities to gain access to millions of customers by increasing sales.
Besides this, businesses will get benefit of hiring international talent with diverse educational
backgrounds. Additionally, this will help organizations to lower down its cost and save money
by hiring the affordable talent of foreign markets. It will also give an edge over its competitors
due to its expansion in foreign markets. So, all of these benefits encourages local operations to
expand into international borders.(Baines and et. al., 2021)
There are various challenges which company faces while expanding their businesses such as : Increased Competition : It means increase in the number of competitors on global level.
This is not only about having regional centres on international borders but this has been
said in the context of having attention of large number of audiences. As of now,
businesses conduct their entire operations on digital basis.
Solution : So, companies have to be digitally influential, by using various marketing and
promotional techniques to create its brand awareness among customers. There are some
difficulties for the organization due to lack of resources to deal internationally.

 Inefficient promotional segmentation : If companies want to expand their horizons and
they use same promotional techniques for entire audience it would not be effective. As it
becomes important to use techniques as per the audience tastes and preferences.
Solution : To cope up with all such problems to join hands with local partners. As they are well
aware of prevailing market situations and audience needs which will definitely help the outsiders
to have faster growth. Well in case of small businesses, if they don't have sufficient resources to
set up its operations in various countries, in that case, they can set strong base from single
country and later move on to others.
 Lack of resources : It is another important issue as companies doesn't have sufficient
resources to cover all the markets. They don't have sufficient funds to conduct the
promotional expenses and even there is scarcity of human resources as well. This
becomes an issue for the organization to expand globally. (Dikova, Van Witteloostuijn
and Parker, 2017.)
Solution : As in this case, companies can promote the product in one region at a time. They can
monitor each of the markets carefully and make changes according to the tastes and preferences
of the customer. Another solution of this problem is outsourcing the human resources as they are
already familiar with the organization terms and conditions.
 Goodwill : it is very important to create brand image of the company globally in order to
boost up its profits. And it becomes the challenge to create goodwill to stand apart from
its competitors. It becomes important to make people aware about what all the company
is offering and all the other relevant information which will capture large market
audience. Along with this companies have to incur heavy expenditures to promote their
product on global level. So, these problems incur with the companies.
Solution : in case, if the organization doesn't have sufficient funds they can replace it with digital
word of mouth strategy. For this they rely on social media to expand its business across globe. In
this companies can create valuable content on various social sites such as e books, white papers,

blogs etc. so, it becomes relevant for the businesses to provide best quality products to the
audience as a result of that customers feel delightful to spread positive word of mouth to others.
Another alternative of this by building communities on various social media platforms and
interacting with the potential customers. This not only ends with interaction but becomes
necessary to respond to all the comments, questions, feedback and actively reply to all the
concerns of the customers. Rather than choosing multiple platforms they can promote the
product on the channel where they can find more potential customers.(Donthu Kumar and
Pandey, 2020)
 Customer engagement differs for all the markets : when companies promote products in
multiple countries there are chances of differing customer engagement. For instance,
some of the countries easily can resonate with the companies brand well others might not.
Solution : this issue can be resolved by segmenting the market on certain basis such as
geographically, demographically and others. This will help to increase the productivity and boost
the profits of the organization. In this businesses can make profits after identifying the target
market an d using the buyers persona.
 Language barriers : language is a big concern if considered in companies, they have to
decide which language to use for promotion purposes. It may be English or the native in
order to attract large number of customers.
Solution : these problems can be resolved by the companies by hiring workforce who are trained
in multiple languages. For this, companies need to have separate department for handling issues
regrading languages.
 Local channels or other platforms : as this becomes the challenge for the companies to
decide which platform to choose to find out the potential buyers. They generally rely on
google, Facebook, linked in and others but there are chances that companies may not able
to attract large crowd from these places.(Quach and et. al., 2020)

Solution : choosing a social platform differ from country to country. As per the previous trends
or records of preferring social media they can choose the appropriate platform to expand their
business and generate revenue.
 Administrative policies and procedures : it becomes essential to have complete
knowledge of all the terms and policies of guest and host countries. All of this makes
international export and imports even harder because businesses have to comply with all
the lengthy legal formalities to clear all kind of barriers. It is a time consuming process as
well as takes long to start the operations in any foreign countries.
Solution : to resolve all the issues or concerns companies have to comply with all the legal
formalities to reduce the chances of any futuristic challenges. So, international marketers have to
follow all the terms and conditions if wants to deal smoothly.
 Ethical challenges : ethics refers to standards, norms, principles that will influence firms
behaviour. Every country has its norms and policies that every international business
player has to accompany to operate their business concern.
Solution : Every business has to follow ethical norms and policies before conducting operations
in any foreign countries. Hence, whether its host countries or guest countries they have to
comply with all the rules and regulations before operating.
Conclusion
This study has discussed all the above challenges which company's face while expanding their
operations on foreign borders. Besides this, businesses have figured out the ways to deal with all
the barriers while their expansion. So, organizations have to comply with all the terms and
policies to run smoothly in order to capture large market share. Following all the required norms
and policies will help organization to generate more profits.

References :
Books and Journals :
Baines, P and et. al., 2021. Fundamentals of Marketing 2e. Oxford University Press, USA.
Dikova, D., Van Witteloostuijn, A. and Parker, S., 2017. Capability, environment and
internationalization fit, and financial and marketing performance of MNEs’ foreign
subsidiaries: An abductive contingency approach. Cross Cultural & Strategic
Management.
Donthu, N., Kumar, S. and Pandey, N., 2020. A retrospective evaluation of marketing
intelligence and planning: 1983–2019. Marketing Intelligence & Planning.
Li, Y., 2018. Effect of marketing information on purchase intention for proenvironmental
products in China. Social Behavior and Personality: an international journal, 46(7).
pp.1215-1232.
Quach, S and et. al., 2020. Toward a theory of outside-in marketing: Past, present, and
future. Industrial Marketing Management, 89. pp.107-128.
(Baines and et. al., 2021)(Dikova, Van Witteloostuijn and Parker, 2017.)(Donthu Kumar and
Pandey, 2020)(Li, 2018)(Quach and et. al., 2020)