Problems and Challenges Encountered in International Marketing (On the basis of “APPLE Inc”)

Abstract

Although change has always been a familiar term and phenomenon, the changes in the marketplace have never been so complex or rapidly evolved. Companies that operate or intend to operate in the international market strive to adapt to change by carefully analyzing, taking an integrated approach, and monitoring business performance. The international marketing environment is fraught with uncertainty and challenges. International markets, as opposed to domestic markets, are more dynamic, uncertain, and demanding. The changes that occur on the international market, whether (Cultural, demographic, or technological), affect the way customers and consumers react and make competition in the international marketplace more ardent. When competing in the international market, businesses need to be faster than their rivals in predicting the market needs. They must focus on providing their products and services with added value to make them as attractive as possible to potential customers and capable of meeting and exceeding expectations. Though the world is progressing in terms of information technology, innovative and superior methods of organizing marketing efforts (such as horizontal organization, network organization, virtual organization), global efforts for smooth international trades, and so on, international marketing is not easy to pursue and has become a challenge to accept. Thus, international marketing has become crucial to companies and businesses that want to survive and thrive in the international market. However, implementing international marketing requires companies to be skilled in resolving complex relationships and problems in the international market.