Analisi e sviluppo dei mercati internazionali DI MARCO P. Edizioni Martina Pag. 168 - illustrazioni a colori ISBN 978-88-7572-088-9 Buy the book

The International arena has already become the natural competitive context of business.

Gobalization is becoming an increasingly irreversible process and is not to be prefigured as a “business choice” but should be considered as a necessity, as an imperative that requires adaptability to new economy logics as a source of competitive advantage.

The consequences of this process are more and more evident in as much as awareness is spreading among economic operators that the prospective of a market limited to regional and national dimensions is increasingly incompatible with the objectives of business survival and growth.

In the current context of market globalization, companies aim to increase the advantages gained in comparison to their competitors. The globalization of marketing is seen by many as the method of achieving such benefits by exploiting economies of cost generated by an increase in company activity in all business functions.

However not all enterprises engaged in world markets introduce a global perspective neither should they necessarily have one: for some global marketing is circumscribed to a single foreign country, others operate in a small number of countries (considering each as single market), others still look for market segments with needs and common necessities going beyond political and economic confinements of the single states. However, all are influenced by the competition present in the commercial world scenery.

Development of International markets is shaped as an extension of the company’s domestic marketing actions although its difference is derived from the levels of uncertainty that are faced in operating in foreign countries and from the difficulties associated with this: variations in the quality of local competition, local regulations, the degree of economic government control, structural context of exchanges, and consumer preference volatility are some of the non governable business factors that can negatively condition the results achieved even with the most solid marketing plan.

This manual aims to provide support and a structured method of facing the process of Internationalization together with a series of tools for the evaluation of the actual presence strategy in different foreign markets.