How American Companies Need to Adjust their Marketing Strategies

How American Companies Need to Adjust their Marketing Strategies

Introduction

The purpose of this study is to expand the boundaries of our knowledge by exploring some relevant information relating to the marketing analysis of American companies. When local companies decide to expand their business in the international market, they often face difficulty in adapting the right strategy that might help them to promote their product in the international market. This is due to the fact that the taste and preferences of customers varies a great deal, depending on the region in which they reside. This variation of interest creates difficulty for companies, to develop and adapt a “one fits all” strategy. Most of the companies, desiring to expand their business internationally, fail to attract international customers because of their ineffective marketing research strategies. Appropriate analysis of customer's likes and dislikes is necessary for the design and promotion of a particular product (Orsino, 1994). In this paper, we will examine the marketing strategies of American companies who either failed or succeeded in expanding their brands internationally.

Discussion

International Marketing is a quest to meet the same needs of customers in different countries with the same set of values. This possibility has been achieved by standardizing the company's marketing strategy and marketing mix elements. This approach is characteristic of large international corporations that express their goals in global terms. The internationalization of the company is the process of turning the company into a business outside the home country. The process can be divided into several phases. In the initial phase, the internationalization of the company is focused on the domestic market. The next step is the expansion in to international market to engage in productive activities (internationalization of production). In this phase, the transfer of goods as well as the transfer of capital and human resources is practiced (Jayawardhena, 2007).

The main role of international marketing is to use all available means to achieve company's goals, these includes marketing research, market segmentation, product positioning, marketing mix, policies and marketing strategies, planning, organization and control management. International marketing generally caters to a reality of foreign trade. The main purpose of International trade is to exchange goods between two or more countries. So the first step is to study in detail the foreign market in which you are going to export the product, make a careful analysis on foreign demand, remove the obstacles that arise during commercial negotiations, choose favorable markets and channels of distribution, practice a targeted advertising campaign and promotion of the product, and practice appropriate presentation of the product with review of the brand. In order to implement the international marketing strategies, effective programming is needed to maximize opportunities for a foreign market and help the organization achieve its business goals (Jarvenpaa, 2002).

International marketing not only evaluates all the conditions to be considered in order to better develop commercial negotiations with the foreign country, but also consider the risks associated with the choices and actions made by ...