Marketing has been considered one of the top company activities in ensuring survival and competitiveness in the market. Asian businesses are looking for growth strategies and new business directions that will help them gain stronger competency, create higher value and achieve sustainable market success. The aim of this paper is to highlight the complexities of companies in Asia entering the international markets, and provide a growth strategy guideline for Asian business. The study will cover competitive international marketing strategies of Chinese and Indian companies that operate in western markets.
Review of Literature
The performance of business activities that direct the flow of goods and services to consumers and users in more than one nation. Thus it offers an opportunity to a firm to prepare itself to meet the challenges of catering to different needs, wants, behavioural patterns and perceptions of consumers and users in various countries, only when it markets the products under its own brand umbrella. Incase bulk exports are reprocessed and repackaged by another firm situated abroad; it may not be called International Marketing. (Cateora & Ghauri, 1999)
The Chartered Institute of Marketing defines marketing as the ‘Management process responsible for identifying, anticipating and satisfying customer requirements profitably’. Thus marketing involves:
* focusing on the needs and wants of customers
* identifying the best method of satisfying those needs and wants
* orienting the company towards the process of providing that satisfaction
* meeting organizational objectives.
At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex, it involves the firm in establishing... [continues]
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