International marketing - Essay Example

The profit margin may not make selling in the domestic market a worthwhile proposition. Moreover, due to immense technological developments, thanks to the contribution of Science and Technology, the global markets have opened up. At times, an organisation may sell globally to achieve competitive advantage. Samsung as a global brand has also transcended all geographical borders and have been able to establish as a brand of international repute. In international marketing the main characteristics encompass the factors such as the world economy is viewed as one market; marketing strategies are tailored to suit the individual market; and there are standardisation and customisation of the products as and when required by the markets.

When a firm achieves growth, it sets its sight on overseas soils. Growth makes expansion imperative. This is precisely why a firm sells its goods and services in foreign countries. A firm is confronted with a host of complex issues in international marketing. Marketing in a foreign country is not a simple task. Therefore, the variables that constitute the international marketing environment are local tastes and requirements, local customs and cultures, governments, laws and regulations, technologies and the sizes of the markets.

All these variables, which are extremely difficult to predict, have a deep influence on the marketing strategies of a firm (Gogolova, n.d.). This is a unique feature of firms which sells their products globally. Marketing Standardisation signifies that the parent firm will sell the similar product in the foreign countries as it sells in the home country. There is also similarity in all the marketing activities. Marketing control denotes to what extent the domestic company influences power on the management of the companies that are located abroad.

The extent of control can range from limited autonomy to absolute delegation of power. The rationale behind this