International Marketing

International marketing is important for most companies because business has become globalized. Globalization is the growing interdependence of national economies- involving primarily customers, producers, suppliers and governments in different markets. International marketing reflects the trend of firms selling and distributing products and services in many countries around the world.

For many years, the globalization of markets, caused by the convergence of tastes across borders, was thought to result in very large multinational enterprises that could use their advantage in scale economies to introduce world-standardized products successfully. However, the bigger and more open the world economy becomes, the more small and middle sized companies will dominate.

This Anderson training course will feature

• How to start or improve the process of expanding business abroad
• The different forms of market entry: exporting, licensing, franchising, foreign direct investment, joint-ventures, strategic alliances
• How to deal with different types of risks (political risk, ownership risk, operating risk, transfer risk)
• Standardization versus adaptation of products and services
• How to adapt pricing, distribution and promotion in foreign markets
• Managerial staffing needs and recruitment

By attending this Anderson training course, delegates will be able to:

• Select the proper entry mode of how to start foreign operations
• Identify the cultural differences of foreign markets
• Determine what foreign countries are the most attractive markets for international expansion
• Understand the various risk elements that international business entails
• Develop a strategic plan to enter foreign markets

This Anderson training course is suitable for a wide range of professionals but will greatly benefit:

Executives, marketing-and sales managers, strategic planners, operational managers who are responsible for foreign subsidiaries/ joint-ventures or will be asked by their companies to set up operations abroad.