MM7

Jefourson Belia ETEEAP BSBA-MM

The Scope and Challenge of International Marketing (The Dynamic

Environment of International Trade)
Interest in international marketing can be explained by changing competitive
structures coupled with shifts in demand characteristics in markets throughout
the world.

In my work place we are already in the challenge of market in global since Shakey’s

restaurant is started in Sacramento California and eventually branch out across global. With the

increasing globalization of markets, company find they are unavoidably enmeshed with foreign

customers, competitors, and suppliers, even within their own borders. They face competition

on all fronts from domestic firms and from foreign firms. Shakey’s business activities designed

to plan, price, promote, and direct the flow of a company’s goods and services to consumers or

users in more than one nation for a profit. The company employing a global marketing strategy

strives for efficiencies of scale by developing a standardized marketing mix applicable across national

boundaries. Markets are still segmented, but country or region is considered side by side with a variety

of other segmentation variables, such as consumer characteristics age, income, language group and

usage patterns.
The Political Environment: Critical Concern & The International Legal
Environment
Getting acquainted with how politics and law affect business activities around the
world is a critical concern of today’s successful global organizations.

The preferred political climate for a global firm is stable and friendly,

organizations may still profit and succeed in traditionally unfavorable conditions. The

most important idea is that the government is stable and the set of rules or codes of

behavior that affect business are predictable and adaptable. If the potential for profit

exists and is permitted by government policies, a global firm can still function. In order to

understand how the political environment impacts your business, you must analyze how

politically vulnerable your company is. Unfortunately, there are no universal guidelines

to do so, but understanding how much your business is affected by the political

environment can identify threats to your firm. It also important to note that high priority

products and industries in a country may have more favorable government restrictions.
 Integrated Marketing Communications and International

advertising

Sales promotions are marketing activities that stimulate consumer purchases and
improve retailer or middlemen effectiveness and cooperation

In Shakey’s we also do an activities that can stimulate customer purchases

such as advertisement, sales promotions, trade shows and personal selling. Usually

short term efforts that are meant to stimulate immediate purchases. We do have the

international advertisement in website like facebook, and other social media,

newspapers and magazines. We should carefully consider the benefit associated

with finding an international market that is similar. Reaching into international

markets can be difficult to do because your products may appeal to a different target

audience, marketing messages may be skewed when they reach a foreign audience

or are translated into a foreign language.

International Marketing Channels

This relatively recent development integrates channel with the original supplier -
producer, wholesalers and retailers working in one unified system.

Since we are franchised store and our other channels marketing is in the

international. The company distributes goods throughout their local region or across the

country with considerable success, and some may be considering expanding into an

international market to increase sales. Managing international distribution channels can

be profitable and rewarding for many companies, but it can also be challenging on

several different levels. By spending some time analyzing what is involved in managing

international distribution channels, we may make a more informed decision about

expansion that is right for our company.