Facebook Pixel Code
x
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Global marketing strategy

This is a preview of the 11-page document
Read full text

In the case of Innocent Company, the major reason to internationalize would be to expand the company’s operations, as currently, the operations of this company are limited to the European continent only. This is a more proactive reason that also relates to growth in revenues and sales, an expansion of the company’s customer base, alternative sources of labour and the reduction of the company’s dependency on only one market for its revenues and sales. The Nine Strategic Windows Model focuses on the conditions under which a company should internationalize or not internationalize, and considers these two as extreme positions.

The perspective of Solberg on this is based on two dimensions of industry globalism and preparedness for internationalization. The international competitive structure within an industry is considered a basis for determining the strategic behaviour of a company. When the level of globalism in a particular industry is high, there will exist different interdependencies between players in the industry, including suppliers, customers and markets. On the other hand, the industry will be dominated by a few powerful key players who in this case are global, and local players who represent the domestic market (Steenkamp & Frankel 2002). With regard to the degree of preparedness for internationalization, the company itself plays a major role in determining this extent and this is particularly through its ability to strategize well in the international market including skills, international experience of managers and adequate financial resources.

A mature company with these aspects is considered ready to internationalize, and is capable of increasing its market shares through this (Steenkamp & Frankel 2002). Nonetheless, in the context of the Innocent Company, it can be noted that the company is well prepared for internationalization, and is mature enough to brave any challenges that may come up in the course of its internationalization process.

For instance, as seen, the company has adequate financial resources that enable it to enter into foreign markets without accruing any large debts. On the other hand, the managers of Innocent Company are well-experienced and have served the industry for many years, including within and outside Europe even before the establishment of Innocent Company. Although Innocent Company can be considered to be prepared for internationalization, it is important

This is a preview of the 11-page document
Open full text
Close ✕
Tracy Smith Editor&Proofreader
Expert in: Marketing, Finance & Accounting, Human Resources
Hire an Editor
Matt Hamilton Writer
Expert in: Marketing, Macro & Microeconomics, Business
Hire a Writer
preview essay on Global marketing strategy
  • Pages: 11 (2750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
WE CAN HELP TO FIND AN ESSAYDidn't find an essay?

Please type your essay title, choose your document type, enter your email and we send you essay samples

Contact Us