Identify and describe the most challenging element of international marketing. Support your finding with rationale as to why you feel this is the most difficult challenge in marketing a product or service internationally. Support your answer with resources, as appropriate.

Identify and describe the most challenging element of international marketing. Support your finding with rationale as to why you feel this is the most difficult challenge in marketing a product or service internationally. Support your answer with resources, as appropriate.

 

answer:

International marketing is imporatnt function in the multi-national organizations today. Many organizations tend to have considerable revenue from the foreign markets and many companies try to increase their revenue by tapping international market. It is also a daunting task to generate information about foreign market, demography, income class to target potential customer or to modify product or service according that.

However, culture is the most difficult part to crack in the international marketing. It has two sides, one is the organizational culture and other is culture of the market. In most of the European countries and US, corporate bribe to win contracts is punishable act but in developing countries such as China and India, it is an accepted practice. So if any western company wants to get a major government contract in China, it will have to pay bribe to government officials. On the other hand, Chinese companies having less legal and public responsobility will offer bribe to win contracts in poor countries. This is organizational culture.

Another aspect is the local culture and organizationa will have to mend their strategy to localize it. For example, in western countries it is quite normal to have their national flag on marchandise such as purse, shirt or even swimsuit but in India it is a crime. Similarly, Nike was found itself in controversy when its shoes for middle east market with brand name in arabic style found similar to arabic word for ‘Allah’ or god.

McDonald operates worldwide and their products in US are consists of beef, chicken and pork but they have to change it in India because it is largely vegetarian country and further beef is banned in India while pork is unholy for muslims.

Culture remains the key issue because some normal or accepted things or rituals in one country tends to be totally outcasted in another country. This can change public perception about the company and can create or destroy company goodwill. So it is quite important element and opportunity to work for marketing strategists.

Add Comment
0 Answer(s)
  • Votes
  • Oldest

Your Answer

By posting your answer, you agree to the privacy policy and terms of service.