As a company expands, it begins to find itself involved in marketing programs that may not have been part of the original business plan. Businesses evolve, and plans change, and a company may start to realize that it needs to get involved in international marketing. There are several reasons why companies go into international marketing, and business owners need to recognize these reasons to determine if it is their time to think global.

Regional Standardization

As a business owner, you may notice an increase in international orders due to your Internet marketing or from your catalog sales efforts. But you may also come to realize that your international customers are ordering incorrect items or asking for products that you cannot get into a particular part of the world. One of the reasons a company gets into international marketing is to help establish a standard for particular regions, according to marketing expert Lars Perner. For example, your customers in Europe may not have access to an accessory that you can make available in Asia. So your European marketing will work to either offer a substitute to that accessory or let customers know that they cannot get that accessory in their part of the world.


If you are planning global expansion to take advantage of resources available in other parts of the world, then you need to create an international marketing plan to generate interest in your company abroad. For example, if you are planning on opening a location in a country because the personnel and facilities costs would be much lower than in the United States, then you would generate interest in having people work for your company by marketing in the regions where you plan on expanding. This will also help to create a customer base for your product once you open your location.


The Internet can make any company into a global retailer without that company needing to have any presence outside of the United States. But in order to generate Internet sales abroad, you still need to market your products. Choose target markets in various parts of the world and begin advertising in those markets, using their native language and cultural references that will make your marketing feel more focused on your target audience. For example, if there is a particular athlete that is popular with your target audience in an international market, include that sports figure in your Internet marketing to that part of the world.


Some companies may not feel the need to expand internationally; however, their marketplace may force them to move into international marketing. If your competition has decided to go global, then that is something that you need to investigate as well, according to marketing expert, Professor W. Tim G. Richardson. There is a reason why your competition has decided to tap the international marketplace. If you do not establish your own international presence, then your company will be left behind.