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International Marketing
So you decided you want to sell your product overseas. The world is becoming a smaller place because of technology (the internet) and social mobility, that is, people are travelling more and are seeing familiar brands around the world, and, you can identify similar segment in overseas markets, so, lets go global!
So why go ‘Global’?
Competition within your national market is becoming too intense so you decide to push sales in overseas markets.
Your products within your national markets are reaching the end of the lifecycle so you wish to push it into national markets.
Sales and profit are generally declining in national markets.
You wish to become a global player.
One of Ansoffs strategies (Market development) does looks at exploiting products in overseas markets as an option to plug falling sales.
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Further reading:
Case studies from www.thetimes100.co.uk
Principles of Marketing by Philip Kotler
Principles of Marketing by Frances Brassington
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