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1 International Marketing Strategy Strategy is a firms theory about how to compete successfully It represents the cumulative direction of the organization given the internal and external factors An International Marketing Strategy has to ensure that the firms overall business strategy is supported You can divide three forms of business strategies -differentiation -cost leadership -focus The differentiation strategy requires special features to differentiate from competitors from the customers point of view These features may affect the product itself pricing promotion distribution or also services Good examples for this strategy are luxury goods like eg BMW The BMW marketing managers perceives their customers that driving a BMW gives you a feeling of reliability and having a high-quality product In addition advertising spots also transport the message of having fun with the BMW car BMW-Freude am Fahren These features make the BMW car special and therefore the company is able to charge higher prices than other car-selling companies An alternative to this strategy is the cost leadership strategy This strategy only can be achieved by reducing costs The reduction of costs may affect production and manufacturing costs sales costs cost for material and components but also the own profit margin If marketing managers follow this strategy they concentrate on advertising the low prices and finding low priced distribution channels e g discounters instead boutiques at hot spots like the K in D The third business strategy - focus strategy - is adopted by marketing managers through concentration on a specific segment or on areas or regions within a consumer market Some companies may concentrate on target groups like Swatch did Their segment of the consumer market can be described as young and fashion orientated Others concentrate their efforts on the distribution e g small companies often sell a specific product via internet This is a very cheap and easy way of distribution and therefore may increase sales Before entering into a foreign market a company has to
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