STEPS OF

INTERNATIONAL
MARKETING PROCESS
 USING DOMESTIC MARKET TO
YOUR ADVANTAGE

• Promoting your brand at global level takes a lot of effort and budget.

• Those who become successful in making their brand reputed in local markets find it a lot
easier to promote their brand outside that localization since they know the full potential of
their brand.

• Furthermore, you can use your local market to build up sales and boost up your resources
which will prove to be a lot helpful for your international campaigns promotions and to go
further deep down to the end of that international marketing process.

• There are some cases where this stage is not needed at all, and this happens in the case
where you have based your product for targeting foreign clients. For example, you wouldn’t
focus a French learning software to France dwellers themselves, would you?
 GETTING FAMILIAR TO
TARGET MARKET
• Knowing your target audience is as important as getting a
know-how of your potential since it is the targeted
audience that determines your overall planning for the
promotion of your brand.

• Furthermore, as an exporter, it is important to understand

that an active strategy is a lot better than chasing for
orders around the world.
 GETTING FAMILIAR TO
TARGET MARKET
• That’s why before setting up their steps in an unfamiliar market,
companies analyse the whole global market and by keeping the
strengths and weaknesses of their brand, they narrow down their
targets to just three to four markets.

• It is a common observation that whenever a new company starts

a global level business, it often tries to target a country with an
almost similar working environment, legal structures and most
importantly, economic factors like Canadian companies
preferring US markets.
 TESTING THE MARKET

• According to the third step of the international marketing

process, it is always a wise strategy to start out small if
you don’t know how to make a big thing work.

• Instead of jumping right into the market and spending all

of your resources at once, it is better to proceed step by
step, starting out from smaller investments and a lesser
number of exports.
 TESTING THE MARKET

• This will help you in getting a better view of that market.

If successful, then you can increase the exports promptly.
By the time, chances of failure are diminished, and it is
easier to make changes to strategy on the go to improve
it.

• Furthermore, favorable results from these timed exports

also increase the exporters confidence in dealing with
exporting mechanics and as well as costumer’s familiarity
 EXPANDING THE
EXPORTS
• Successful initial sales lead to a lot of expansion chances.
And that’s the actual result of that intense market
research planning that you did while staying awake at
nights and missing your meals.

• At this point and even earlier, your major focus should be

on integrating your networks in stronger forms and
spreading them.
 EXPANDING THE
EXPORTS
• Participate aggressively in major international trade shows to gain more
experience and create good relationships with other marketers while
increasing the exports you make. Well! It’s just like every other reputed
brand.

• You make negotiations with other potential partners to create a strong

win-win relationship to strengthen your brand.

• As time passes, your experience also grows and at the present stage, you
will be confident enough to take tougher decisions for the advantage of
the brand in accordance with international marketing process.
 INCREASING THE INVESTMENTS
IN FOREIGN MARKETS

• Once the brand grows its roots deep down in overseas

markets, the profits become encouraging which lead to
even more compelling opportunities. And that’s where a
company has to choose whether to expand its effect in
the target market or not?
 INCREASING THE INVESTMENTS
IN FOREIGN MARKETS

• The final step of international marketing process deals with the

clarification of that foggy image; the customer has in his mind
about your brand.

• So, for the purpose at hand, companies buy an existing company

in that locality, open a local office to deal with their customers
and to help them and tighten their relations to the partners.

• Well! You can say that the target market now serves the purpose
of stepping stones for venturing further into other target markets.