International Marketing: Scope, Rationale, Market Entry Strategies

This report delves into the multifaceted world of international marketing, commencing with an exploration of its scope, encompassing imports, exports, contractual agreements, joint ventures, contract manufacturing, fully owned manufacturing, strategic alliances, and management contracts. The report then transitions to the rationale behind international market expansion, providing insights into why organizations choose to venture into global markets. Subsequently, it outlines various market entry strategies, including franchising, direct exporting, partnering, joint ventures, acquisitions, turnkey solutions, piggybacking, and licensing. Finally, the report culminates in an evaluation of the key criteria and selection process for determining which international markets offer the most promising opportunities for success, detailing a seven-stage process involving country identification, preliminary screening, in-depth screening, final selection, and direct experience. The report provides a comprehensive guide for businesses looking to expand their reach globally.