The application of marketing strategies in an environment other than one's own is called international marketing.
International marketing is the application of marketing strategies in an environment different from one's own . The specialist must interact with cultures and realities that are foreign to his usual environment and that force him to pay special attention to certain factors that will be key to the introduction of products into the market.
Marketing , also known as marketing or marketing , is the discipline that is dedicated to developing strategies for the commercial management of companies , seeking to encourage demand. Marketing tasks include the analysis of consumer and market behavior.
International , for its part, is an adjective that refers to what belongs to or relates to two or more nations . The term also allows us to name countries other than our own and those that have transcended national borders.
International marketing work
One of the responsibilities of marketing is to build consumer loyalty , for which the product in question must satisfy their needs. In international marketing, it is important for the expert to be clear about what these needs are and how the product to be marketed can satisfy them.
To meet this objective, it is necessary to work in the field of foreign market research. International marketing has to know the characteristics of this environment to make the corresponding recommendations regarding product design and development. Once the product has been introduced into the market, it will be time to try to build consumer loyalty and develop expansion strategies.
International marketing involves interacting with foreign realities and cultures.
The blue ocean strategy
To generate profits and grow the market, you do not always have to follow a known and safe path; The so-called blue ocean strategy consists of creating demand in a space not contemplated until now, a virgin sea, instead of competing head to head with other companies in an existing industry.
On the contrary, the industries that exist until the appearance of a blue one are known as red oceans . In them, everyone knows the rules of the game and the limits of their actions. The dynamic that occurs in a red ocean consists of a competition between companies that seek to obtain better performance than the rest, to gain a larger portion of the market, giving consumers what they ask for, what everyone knows they need. .
As market space grows, the chances of making profits for each individual company decrease; This is the moment in which aggressive measures begin, which aim to reach the top without regard for the consequences, without mercy for competitors. This ruthless war stains the ocean with blood and from there comes the name of this concept.
The blue ocean, on the other hand, represents a point on the map that has not yet been discovered, an unknown space, without competition or demand ; The first to navigate its crystalline waters is in charge of creating said demand, showing consumers a totally new product or service, and convincing them that they need it.
The Nintendo Wii console and international marketing
When a strategy of this type is successful, growth and profits come very quickly, as happened with the Nintendo Wii , a console launched at the end of 2006 that revolutionized the way of understanding digital entertainment thanks to its motion-detection controller. . In a blue ocean there are no rules , but this can become a double-edged sword.
When based on an unprecedented international marketing strategy , several situations may arise that put the continuity of a company at risk: the revolutionary product or service does not generate the desired impact and it is impossible to recover the investment; that competitors see their potential quickly and produce improved imitations, managing to capture consumers' attention more effectively; that acceptance is very slow.