International marketing Essay Example | Topics and Well Written Essays - 1250 words

International marketing - Essay Example The concept of marketing arose from the recognized need of a business to relate to the potential consumers they were targeting and develop a line of communication that will enable them to relay any messages to the public (Kotler & Keller, 2006). The practice of marketing also served to create new inroads in freshly established regions that allows for the opportunity to develop a consumer base. Marketing strategies come into play when a company is implementing their method of marketing and consists of the particular pathways that will be chosen by an organization aiming to achieve this objective (Laermer & Simmons, 2007). The marketing strategies that are developed will be determined by the type of business the organization is involved in as well as the specific objectives that they wish to achieve. A business may choose to focus on a particular objective that they feel is essential to the strengthening of their business and this in turn will determine the particular methods that are put into application (Kotler & Keller, 2006). ... In this particular case scenario the market environment will be placed in the South African region as this is the area where the business wishes to set up their operations (Kotler & Keller, 2006). The environment can be categorized into two factors when attempting to decipher the various issues that affects the dental market the practice is hoping to penetrate. These categories are internal and external factors: Internal Factors This refers to the factors within the business that will affect the marketing strategies that may be implemented by the practice. They include: Size of the practice – The size of the business will directly affect the level of marketing they are able to undertake as well as the methods that will be implemented in relation to the business’ financial capabilities (Laermer & Simmons, 2007). The size of the business may also refer to the intended extent the practice plans on growing their South African business, a moderate establishment would not req uire as much marketing as an intended National brand would. Organizational Structure – The manner in which the company is structured and established means of operations will determining the marketing strategy that will be implemented with regard to the decision makers. The marketing activities may be controlled by the London based department which may mean that the South African strategies will have to have originated from headquarters before the business is able to act on them. It is advisable that individuals who are based within the region be in charge of the marketing operations as this is the group that has the clearest perspective of what they are dealing with and the steps that need