Nowadays, for many businesses, expanding means going global; it means managing to bring your products or services to more and more target markets around the world. The technology, infrastructure, and communications have developed so much that it is no longer impossible or that difficult to open up to new business markets. However, in order to be successful in this endeavor, you need to have a global marketing strategy. The way you promote your product in the United States will not have the same impact in Australia for example, or in Asia, so you need to come up with a battle plan for each culture.
The amazing thing today is that you don’t need to have a very large business or be part of a corporation in order to operate in other countries or continents. All you need is for your product to be valuable, for it to be demanded; or you can create demand for it, and that could be part of your global marketing strategy. The first thing that you need to understand about it is that it definitely is not something standardized; you need to ply your product for the consumers, you need to adapt the product itself, or the way it is promoted. You can, for example, standardize your logo, thus making it recognizable around the world, but things such as packaging, promotions, commercials, and your advertising strategy have to be adjusted to the culture, economy and society they are intended for.
Your global marketing strategy is only an aspect of your global strategy, and it has to take into consideration several details, such as research and development, finances, market trends, surveys and so on. First of all, you have to define your goals; think of what you are trying to achieve by going global, about the challenges and difficulties you face with a new market, or the competitors you may or may not have. Every detail of this process is important, because the clearer your objectives are, the easier it will be to find solutions and be