In order for a company to successfully enter a foreign market, it must first determine the company's international marketing (маркетинг, マーケティング) goals and strategies. To do this, it must decide how much overseas sales it needs. Most companies, when entering other markets, start small. Some plan small volumes for the future as well, treating international sales as a small part of their business. Other companies have broader plans; they view international business as equal to or even more important than their "home" business.
Also, the company must decide how many countries it is going to operate in. In general, it makes more sense to work in fewer countries, penetrating deeply into each country. What types of countries to enter is not unimportant either. The attractiveness of a country depends on the specific product, geographical factors, average annual income and population, the political climate and other factors.
Today, consumer insights alone are not enough. It is a time of intense competition in both local markets and, especially, foreign markets. The economies of many countries are increasingly less regulated by the state, which encourages market processes. As a result, companies have no choice but to be competitive. They should pay as much attention to analyzing and observing the actions of their competitors in foreign markets as they do to analyzing their target consumers.
According to the concept of marketing, companies achieve competitive advantage by developing offers that satisfy the needs of target consumers more than those of competitors. Thus, international marketing strategies must take into account not only the needs of customers, but also the strategies of competitors in foreign markets. The first step in this direction is competitor analysis, i.e. the process of identifying and evaluating major competitors. The next step is the development of international marketing competitive strategies that allow the company to take a strong position against competitors and give the strongest possible advantage over competitors in foreign markets.
Peculiarities of marketing in different countries
One of the most important aspects of effective internationalization of the company is to build a competent system of marketing of goods and services. For this purpose, the managing part of the company should get acquainted with the marketing environment of the country whose market entry is planned. Let's take a look at the key features of marketing in different countries.
Marketing in the USA
The U.S. is the center of global creativity. The following principles apply to the American market:
First, you need to know your own buyer as accurately as possible, using appropriate ways of feedback to the firm. Only by putting the customer at the center, taking him into account and using this knowledge, the firm can construct an offer that he will not refuse.
Secondly, it is necessary to adopt new technologies in marketing in a timely and meaningful way.
Thirdly, it is important to realize that it is not marketing as a highly functional link of the organization must confirm the need to stay at the table, but all the functional links of the organization must think about the importance of marketing and take the value of the buyer as their duty.
Fourthly, marketer can not consider his own work as a need to manage, predict and regulate, turning creativity into bureaucracy, but he must be a creator, obsessed with the spirit of entrepreneurship.
Marketing in Ukraine
Regarding Ukraine, here marketing is still quite young. On the one hand, the country, has the ability to build its own system of marketing, based on the experience of foreign countries, on the other hand, Ukraine has its own specificity, both in economic and cultural terms, and therefore, need to approach the selection of marketing behavior. Similarly, in Ukraine there is uneven development of marketing. Marketing develops more actively in areas where the competition is most pronounced. This, in the first place, the service sector, including legal activities, education, medicine and banking. The decline in commodity production has led to a relatively underdeveloped marketing in manufacturing.
Marketing in Japan
Peter Drucker once wrote the following about Japan: "While the rest of the world was just talking about marketing, the Japanese were putting it into practice. This shows that in Japan there is a great emphasis on marketing; it is an integral part of any company. This is all because in Japan "the customer is God." Paul Herbig in his book "Marketing Japanese Style" has identified three key elements of Japanese marketing:
- the unconditional priority of the consumer;
- information technology;
- entrepreneurial spirit that stimulates creativity.
Modern marketing, according to the Japanese, should be based on fast, flexible planning of initiatives, with the consumer always in the center. Enterprising, ambitious companies are focused on creating needs and satisfying them, rather than simply reacting to the need that has arisen. The Japanese are not profit-oriented, because they realize that by maximizing customer satisfaction, profits will naturally increase.
Among the hallmarks of Japanese marketing are the following:
- The customer is God. Everything is focused on satisfying his needs;
- The Japanese constantly collect information about customers, in order to be aware of their needs and keep track of changes.
Conclusion
To summarize, we can safely conclude that if a company has managed to build its brand within its own country, it will be much easier to work in a foreign market. This fact is confirmed by the activity of any multinational company.
Source: https://onpage.school
