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This paper entails some of the environmental actors that internationally favor t

he development of strategy and resource allocation. It will also include strateg


ies that indicate how culture and its appreciation may serve as a tool to ensure
marketing success.
There are various aspects that realize the success of a business or organization
: From the strategic management to the basic operation levels, quality and after
sale service to customer relations and research. According to Christopher, (200
3 p.36), One thing that I focal is the ability of the organization to remain rel
evant and to be known in both existing and newer markets. Marketing sells inform
ation to prospective clients and will either attract or scare prospects. Thus, m
arketing has to be treated with the attention it deserves to be able to fully en
joy its rewards. This document concentrates majorly on global marketing strategi
es. The main objective of a business organization is sales which are largely dep
endent on distribution which can only be realized through production. Production
and distribution greatly depend on marketing thus it is safe to say that the su
ccess of a business is directly dependent on marketing.
When daring beyond borders, there are various aspects that change. It is importa
nt to realize that there might be a few conditions that favored the thriving of
our business in the set-up that it is located. They might be minute but in their
absence would have resulted in a totally different outcome. What happens when y
ou change most of the environment? When in another country, you might have a cha
nge in language, terrain, culture, beliefs, policies and so much more that would
directly affect your business organization. Following are some of the uncontrol
lable factors that I think should be considered to come u with a suitable market
ing strategy that may work abroad.
1. Political and legal factors.
I would broadly factor this into two; the stability of the state and the legal p
olicies governing the state in concern. Political stability creates a favorable
environment for businesses and especially new entrants, a society that is in con
stant heated political temperatures does not favor this ass its citizens are in
constant fear of the unknown thus spend more time in-house, they may also not wa
nt to be caught up in demonstrations that mostly turn out to be riot; increasing
the chances of ending up in a hospital bed or behind the bars of the county cel
ls. These riots are sometimes characterized by looting which results to huge los
e suffered by the owners of the shops. All these will eventually see the governm
ents lose income and might result in raising their revenue collection sources, w
hich includes levies on operations.
On matters legal, the factors might include; trade policy, industry policy, and
fiscal policy. Do the laws of that state allow the running of the specific busin
ess in which you are in? Have you met all the requirements stated by the state o
n regulations and standards? What is the state s tax policy and is your organization
able to meet this within its desired profit margins? It is important that the o
rganization familiarizes itself with the laws of the state to avoid being on the
wrong side entangled in various court battles which might taint its image as we
ll as divert resources that would have been used elsewhere to improve the organi
zation s returns.
Various states in the United states have legalized the use and sell of marijuana
; one might blindly assume and set up shop in a different state thinking that it
is legal as well only to end up in confinement.
2. Economic forces.
There are aspects that affect the economy of a state as well as the operations a
nd success of businesses in that region. These may include; per capita income, i
nflation rates, labor costs, market size and unemployment rates. These will fact
or the cost of renting a billboard, hiring marketing staff; how affordable are t
hey considering the cost of living as well as the minimum wages specified by the
state.
Are the projections is the current economical state sustainable or is possible
change? And when the changes happen will they be favorable or otherwise? The st
ate of the economy affects the cost of operations; a good economy will realize f
avorable costs an improving economy will realize eve better rates in the long ru
n while a falling economy will only raise the cost of operations necessitating i
ncreased prices for your products. Pricing is also a marketing strategy; good pr
ices attract clients while high prices discourage customers from doing business
with us.
3. Competitive forces.
It is important for an organization to be aware of their competition and try to
always be ahead of them because sometimes what matters is who came first as the
one coming in second will have to put in greater effort to be able to offset wha
t had been done by the first.
In terms advertising, what is the quality and content of their content? Match th
em and improve. Even when there are not enough resources to do a good project, d
o a basic standard one just to have your brand relevant as being quiet will be the sta
rt of being irrelevant.
The competition also comes from other imports from countries whose productions mig
ht be favorable resulting into more attractive prices, how can you move past th
at, keeping your clientele ad maybe attracting there s ass well.
Marketing is all about appearance, and the object here should be to always seem
better than your competitor(s). Community Service Responsibility projects are al
so another way to have your brand known, and as a plus, you will be portrayed as
a good organization appealing to the hearts of the kind, thus apart from doing
good and feeling good about it, you get rewarded for it, win-win!
4. Legal system
Well-developed and sound legal structures and systems in the target market great
ly reduce the risks faced by an organization and they can expect unbiased and fa
ir treatment. A sound system defines a corruption free environment that would se
e the stakeholders not face harassment by authorities and in the event can count
on the protection of the law.
Countries at a higher stage of democratic and economic growth are likely to have
a more just legal system. The laws are also more likely to be clear and detaile
d thus easier not to find oneself breaking any law or having room for vague inte
rpretation.
The penalties for breaking some part of the law would also be stipulated not lea
ving room for unfair punishment.
5. Level of technology
This century has seen great advancements in technology, especially in the use of
computer-aided systems. Marketing has also evolved, it is, therefore, important
to adopt these tools not to be faced out by edging technology. Animated adverti
sements seem to attract bigger audiences, embrace it.
Social media has also made it cheaper and easier to reach more potential clients
. One can now tailor the information obtained from various popular sites like Fa
cebook, Twitter, and Instagram to easily find out what a specific group of peopl
e need and tailor their products to best soot team while at the same time findin
g the right audience for your current product.
Twenty years ago, word of mouth would have been a very efficient way to sell you
r brand. However, that will do you no good in this age. Plain billboards don t cat i
t anymore ass they are gradually being replaced by live boards as advertising fi
rms get creative by the day.
6. Structure of distribution
The marketing channel differences regarding structure necessitate appropriate ch
anges in the marketing strategy. Streamlined large-scale outlets will have highe
r stakes in business negotiations. How does information get from the organizatio
n to its intended market? Does the channel distort the information, misrepresent
ing the target information?
The physical structure of the terrain will also factor, a forested area would di
scourage large billboards as they are at the risk of being blocked by tree branc
hes or even being destroyed in the event o falling of felling of trees. A good r
oad or rail system would on the other favor roadside advertisement which works q
uite well, especially with the raising rates of congestion in major cities and u
rban centers. So it is not that bad with all that slow traffic, finally somethin
g to smile about it.
7. Socio-cultural forces
The social environment of a specific society will affect the motives to buy; div
erse societies may translate the same action differently. Some products are also
viewed differently. The communication strategy must as well be customized as pe
r the social traits to fit the different market. However, countries with similar
ities in cultures can easily be approached with almost similar strategies.
What are the social activities that unite the members of the specific society? T
his is usually sports or any other activity that may be specific to your society
. In the case of sport, your brand can sponsor a sports event and use the opport
unity to appeal to the fans; one can move a step further to sponsor a whole tour
nament.
Culture has a great influence on the basic aspects of society which include what
members eat, dress, and engage in basically what they can buy or not buy. Under
standing the cultural background of the society where you are situated in is thu
s paramount to the success of your organization.
Appreciating one s culture makes them feel like you respect them and will be friendl
ier and easily approachable making it easier for you to sell your brand. There a
re various ways through which one can show appreciation for a different culture;
the basic level of culture is language, learning a few words in that language a
nd engaging your clients in the same shows that your appreciate their ways. Also
instead of creating your projects in English or any other widely accepted langu
age, writing it in the local language can serve the same purpose as well.
Having products that are culturally unacceptable by that society will greatly de
crease your popularity even if you distribute other products that might be accep
table. This shows that you do not respect or appreciate their culture. It is, th
erefore, important to distant oneself from everything that is considered unaccep
table by that society.
Marketing strategies have improved as well as other aspects of society, adapting
to these trends and remaining relevant is key.
Creating an organization faces many changes; marketing is a very important proce
ss as it contributes towards the realization of this great sort of success. Prod
uction and distribution are also greatly dependent on marketing whose goal is to
make the service widely known and recognized to the market. In this competitive
global market, getting your brand noticed is not that easy, it is evident that
for the relevance of any organization, marketing cannot be ignored. However, hav
ing the wrong approach to marketing will only see you spend resources and not re
alize its intended purpose. Having the right personnel goes a long way to realiz
ing the right approach thus minimizing on resources to realize the best possible
outcome.

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