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Date Submitted: 01/25/2013 04:39 AM
AFRICAN UNIVERSITY COLLEGE OF COMMUNICATIONS
BUSINESS SCHOOL
NAME: EDWIN L.E LAWSON
INDEX NUMBER: AUBS01110010
LEVEL: 400
SUBJECT: INTERNATIONAL MARKETING
QUESTION: USING EXAMPLES, DISCUSS THE RELEVANT SET OF ENTRY STRATEGIES INTO THE INTERNATIONAL MARKET.
THE SCOPE OF INTERNATIONAL MARKETING
It is generally understood that a company like Boeing, the world's largest commercial airline
manufacturer engages in international marketing when it sells its aeroplanes to airlines across the globe. Likewise, Ford Motor Company, which operates large manufacturing, plants in several
countries, engages in international marketing even though a major part of its output is sold in the
country where it is manufactured.
Today, however, the scope of international marketing has broadened and includes many other
business activities. The activities of large department store chains include a substantial element of importing. When these stores search for new products abroad, they practice another form of
international marketing.
A whole range of service industries are involved in international marketing; many large advertising firms, banks, investment bankers, public accounting firms, consulting companies, hotel chains, and airlines now market their services worldwide.
International marketing encompasses some activities that only indirectly result in international
transactions.
Entry Strategies
Before a firm considers expansion into international frontiers, it must make three strategic decisions; which Markets to enter, when to enter these Markets and What will be the scale of entry.
An international business can create in a market suitability of products for a market. It can also create in a market, a nature of indigenous competition which are not widely available and yet satisfies an unmet need. There is also a greater value translated into the ability to charge higher prices and increase sales volume more...