Case Studies on Strategies for Foreign Markets: An Anthology

Companies that aim to extend their operations to other countries face unique challenges. Entering into a foreign country market requires a clear mindset as to what the company wants to achieve. This determines the mode of entry that the business wants to adopt. The mode of market entry chosen will also have implications in the marketing strategies that the company wants to implement in the foreign market. If the company intends to enter indirectly, like exporting, its control over marketing is limited. On the contrary, if a company wants to control marketing of its products or services, it needs to have a foresight of how the business will develop in the future. Equally daunting is the task of developing a foreign market. It is important that companies understand the local business environment before formulating strategies for the foreign market. Companies that have shown greater commitment at the early stage of market entry, made long-term plans and focused on localizing their marketing programs have succeeded in foreign countries. This book "Case Studies on Strategies for Foreign Markets – An Anthology" is a compilation of case studies that chronicle the strategies in foreign markets of various companies across industries. The book is divided into two sections. The first section comprises case studies that deal with strategies pertaining to entry or re-entry into foreign markets, while the second section consists of case studies on strategies to develop foreign markets.