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Discussion - The International Marketing Manager
International marketing may seem an overwhelming task. It involves so many critical aspects of a company's international success. Just to list a few:
Creating the international strategyLeveraging a company's core competenciesForeign market selectionSelection of the best foreign partnersFinding the best way to enter a marketDeciding between standardizing marketing activities to save money or adapt them for local effectivenessBrandingPricingAdvertisingDistributionPromotion and public relationsGetting anyone of these wrong would impact a company's international expansion.
In this very early stage of the course, I'd like you to begin thinking about what are the most critical aspects of the international marketing manager's challenge? What should be the priorities? Try and pick two or three aspects that right now stand out as being particularly important. There is no right or wrong answer. What I want you to discuss is that given there is no 'right' answer, how should the priorities be set? As you read the selections of other students, support their choices or defend your own.
I am particularly eager for you to begin to appreciate the interdependency of all of these aspects - which makes the task of setting the priorities all the more difficult. Yet without focus and prioritization, the manager may risk trying to do too much and succeeding at nothing.
MICROSOFT WORD, APA FORMAT.
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