I believe that it can be very important for a company to market internationally, if they are ready for it. Marketing internationally involves a lot of time, money, and effort on behalf of the entire company. Certainly marketing to an international audience can be very beneficial in that more customers are reached, more profit can be made, exchange rates can work in your favor, etc. There are many great benefits that can come from international marketing. I don't believe, however, that a company will flourish no matter what if they market their product internationally.
A company can make many mistakes in marketing, as seen in class with Euro Disney. In order for a company to make their product available to international markets, a lot of research must be done. If a company does not study the culture, the people, and even the language, many mistakes can be made and the company may actually offend some people or fail in that given country. This is obviously the opposite effect that the marketers want, and as a result, the company may not succeed. Also, there may be no demand for a product that a company makes in particular countries or regions. For example, there is probably not much demand for North Face jackets in Africa and other hot, dry regions. So, if a company does its research and studies the culture and believes that that there is a market for their product, they may be successful, but they will not indefinitely flourish. Do you agree that a company must take these steps to be successful?
No comments:
Post a Comment