How to Plan for International Marketing

Plan your global marketing scheme.
Plan your global marketing scheme. (Image: Jupiterimages/Comstock/Getty Images)

For a company to sell a product or service in a foreign or international market, it must first research the country in which its products or services are to be marketed. To be successful in the international arena, your company must know concrete information about each target country, such as the distribution of technolgoy, and how this information could potentially impact your marketing plan. Preparing to market a product or service abroad is not easy and can require months to years of research. You must have a focused and fully researched marketing plan to perform successfully in the global arena.

Weight the role of religion on daily life. Research if one religious group is more prominent or enjoys greater power within the country. Determine if your product or service may appear “taboo” to this group or mainstream society. Decide what changes you can make to modify this perception.

Determine the impact of technology and the availability of media within the country. Research the percentage of population that has access to technology and media. Include within this figure the different types of media that are available, such as radio, television and Internet.

Know the percentage of available agents or intermediaries that could potentially block your product from reaching your target market. Frequently, a high availability of channels of distribution improves your company's potential to bypass agents or intermediaries who are unwilling to sell or distribute your product.

Evaluate the market. Look for products and services that stand to offer strong competition. Determine the most effective way to contrast your product or service from competitors’ products and services. Flesh out your marketing objectives and product strategy using this information.

Identify your promotions strategy. For example, create a marketing mix that can effectively get your product or service to your target market. Figure areas such as personal selling, advertising and sales promotion.

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