Challenges of international marketing

International marketing throughout differences in cultural, religious and political aspects makes a hard to accomplish task and brings boundaries in conveying information. Consumption of goods and market of services is highly determined by sociological determinants, which can be related to the obligation to consume or use certain products within a specific time [...]. The second form of impact is related to the prohibition of consumption (taboo products)."can be related to the obligation to consume or use certain products within a specific time [...]. The second form of impact is related to the prohibition of consumption (taboo products)."

The magnitude of the challenge accrues with a distance between countries. Distant nations not only have different preferences due to cultural habits or climate but also taxes, duties imposed on imports and bureaucratic rules, what pose transport and administrative issue. Companies also have to face with variations in exchange rates. Volatile currencies can be a cause of serious settlement problem. Each of the complications on the international level must be dealt with tolerance against norms, values and ethics of a Nation.

Therefore, companies may be obligated to adjust few of their marketing instruments or even, if it is necessary, provide separate marketing strategy for specific market. Adjusting marketing strategy may be expensive, so it is challenging to decide whether it is worth to do that or it will be better to assume that nowadays there is such thing as global consumer and company can go with one global marketing strategy.

Examples of mistakes made in international marketing in previous years:

• Honda introducing a new to the European market car in 2001 called it Fitta. In Sweden, Norway and Denmark it was a vulgarism, so that the company decided to change it to well known Honda Jazz,
• Gerber, baby food manufacturer, used to have a problem in France, as in French company's name could mean "to vomit".

Examples of Challenges of international marketing

• Language and communication barriers: One of the biggest challenges companies face when marketing their product globally is the language and communication barriers. Companies must take into account the different languages spoken in different countries in order to effectively reach their target audience. Without a clear understanding of the language and culture, it can be difficult to accurately convey the message of the product or service.
• Cultural differences: With different cultures come different customs and values. Companies must understand cultural and religious differences when marketing their product in order to be successful. For example, in some countries, certain colors, words or symbols may have a different meaning than in other countries. Companies must adjust their marketing strategies accordingly in order to avoid misunderstandings or offense.
• Political issues: Political issues can also create difficulties for international marketing. Companies must be aware of the local and international political climate when marketing their products in certain countries.
• Different regulations: Different countries have different regulations, laws and taxes regarding product and service sales. Companies must be aware of these differences and adjust their marketing strategies accordingly in order to comply with local laws.
• Shipping and logistics: Shipping and logistics can be a challenge when selling products and services in different countries. Companies must research the local shipping and logistics regulations in order to ensure timely delivery of their products and services.

Limitations of Challenges of international marketing

The limitations and challenges of international marketing can be broken down into four main categories: cultural, religious, political and economic differences.

• Cultural differences - International marketing can be difficult due to differences in language, customs, values, and attitudes between countries. Different countries have different attitudes towards certain products and services, and this can make it difficult for a company to effectively market to customers abroad.
• Religious differences - Different religions have different beliefs and practices, and it can be difficult for companies to market products and services that are not in line with the prevailing religious beliefs of a certain country.
• Political differences - Political differences between countries can make it difficult for companies to do business in certain countries. Companies must be aware of local laws and regulations and make sure to abide by them.
• Economic differences - International markets can be affected by economic factors such as currency exchange rates, wage differences, and economic cycles. Companies must be aware of these factors and adjust their strategies accordingly.

Other approaches related to Challenges of international marketing

One of the main challenges of international marketing is understanding the differences in cultural, religious, and political aspects that can create obstacles in delivering information. Other approaches to addressing this challenge include:

• Cultural integration and understanding: Companies need to understand the cultural values, beliefs, and customs of the target market in order to effectively communicate with potential customers. This helps to create trust and build relationships.
• Adaptation of products and services: Companies need to consider the preferences and needs of the target market when it comes to product and service offerings. This may require making modifications to existing products or creating new products specifically tailored to the target market.
• Advertising and Promotion: Companies need to consider the cultural implications of their advertising and promotion strategies. Understanding local values and customs is essential to ensure messaging is appropriate and effective.

In conclusion, international marketing requires a deep understanding of the target market and the ability to adapt to local cultures and customs. Companies must be able to adjust their products and services, as well as their advertising and promotional strategies, to ensure they are in line with local values and preferences.

Challenges of international marketing — recommended articles

International marketing mix strategy — Importance of international marketing — Marketing — Creative strategy — Environmental factors affecting business — Buying cycle — Marketing advantage — Brand promise — Importance of market segmentation

References

• Joanna Szwacka-Mokrzycka; "An interdisciplinary approach to marketing"; Vol. 1, No 1, 2015, 85-92, ISSN 2449-7479, http://amme.wne.sggw.pl/wp-content/uploads/AMME_2015_n1_85.pdf
• Peter McGraw, Janet Schwartz, and Philip Tetlock (2011), "Commercial Marketing With Communal Sentiments: Reframing taboo trade-Offs in Religious Marketing", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research. http://www.acrwebsite.org/volumes/v38/acr_v38_16339.pdf
• Shahidan Shafie, Prof. Dr. Md Nor Othman, "Halal Certification: an international marketing issues and challenges", http://halalrc.org/images/Research%20Material/Report/Halal%20Certification%20an%20international%20marketing%20issues%20and%20challenges.pdf

Author: Marta Krawczyk, Mohit Lakhotia, Indra Tej, Paweł Koszałka