International Marketing

Traditional methods of marketing for exports have had to adapt or die in the face of global pandemics and unforeseen geopolitical tensions. In the face of these disruptions, international marketing personnel have had to look at innovative ways of entering international markets, reaching foreign customers, and effectively engaging in international trade. While we would love to say that 2023 looks more predictable than the chaos of the last few years, the new year will undoubtedly come with challenges that require tremendous versatility, particularly for African exporters.

Business books and MBA lectures are filled with examples of disastrous international marketing efforts that could have been avoided by simply considering the cultural sensitivities of a particular foreign market. The wrong colour, phrase, or circumstance could create a situation where your international marketing campaign develops a negative perception of your product and brand.

Selecting an appropriate distribution channel helps ensure your products reach paying international customers. The physical movement of goods has been extensively covered in our modes of transport section and our free online module on how to choose the most appropriate mode of transport. This article introduces you to intermediaries that could assist you in reaching international customers. In particular, we will focus on the role of international sales agents and distributors in international marketing.

language barriers, cultural differences, climate conditions and the political and legal environment of your chosen target market can directly influence your chances of international marketing success. Ultimately, overcoming these challenges requires a well-thought-out export marketing plan which serves as your guide to achieving your international marketing targets. A critical step in your export marketing plan is identifying the right target market through efficient research.

International distribution involves not only the physical movement of goods between countries but also the marketing and sales of those goods to customers in your chosen foreign market. Selecting an appropriate distribution channel is fundamental in ensuring your products reach paying international customers. In this article, we aim to outline the purpose of a distribution channel in international marketing and introduce you to the factors that influence the development of an international distribution strategy.