International Marketing - Essay Example

International Marketing Table of Contents Planning for international marketing 3 Cultural and social environment 3Modifying products for overseas market 3International pricing for profit 4Effective distribution overseas 4Promotion in international marketing 4Planning for international marketingPlanning is very important whenever an organization decides to expand its business in the international market. As far as eBay is concerned it has rapidly expanded its business in the global market over the last few years.

eBay has its strong presence in 24 different countries throughout the world. It has been found that almost 48% of eBay’s total profit comes from the international business. eBay has always developed a proper plan before entering into any international market. In 2006 the company decided to enter in China through joint venture or strategic partnership with a regional player. This was actually a result of proper planning which was influenced by the previous experience that the company had in Japanese market.

In 2002 eBay had to withdraw its operation from Japan and it was a result of lack of proper planning. Cultural and social environment Cultural and social environment is one of the most important factors especially when business is done in the international market. However it is more important while a traditional product or service is marketed as compared to any online product or brand like eBay. Modifying products for overseas marketIn order to achieve success it is very important for the companies to modify their products and offerings according to the needs and demands of the customers.

Like any other successful company, eBay has also modified its offerings. In 1998 the company launched an online automobile website where customers can buy or sell real cars. Before launching this site company realized the increasing demand of such a site where people can deal with real cars. Moreover PayPal was purchased by eBay with the objective of providing better payment options to the customers. International pricing for profitPricing is another crucial factor in order to stay ahead in the competition in the international market.

eBay, when started did not charge any money for any auction, but with the increasing popularity they also started to charge a small amount as fee. eBay designed its pricing policy considering the demand of its customers throughout the world. Effective distribution overseasIt is very important to reach the target customers properly; as a result organizations always try to form an effective distribution channel. An online company like eBay do not has traditional distribution channel. It reaches it’s customers through the internet.

People can purchase or sell various products by accessing internet from any where in the world. So, it can be said that internet is the main distribution channel for eBay to reach to its global customers. Promotion in international marketingPromotion is another crucial factor for increasing awareness about the product and making a product or brand popular among its customers. As far as eBay is concerned, online promotion has been important for the company as it is a hardcore online company.