Edinburgh Napier University (ENU) • Post graduate

This paper critically discusses why the market entry strategy adopted by a company is often considered to be the most important decision it has to make.

This paper discusses the notion that consumer tastes become similar around the world and explain what would be the effect of this on a company trying to develop a global marketing mix.

One of the greatest challenges for a business to operate internationally is how to sustain competitive advantage in a constantly changing and dynamic global environment. This paper evaluates this statement and using international marketing concepts or models explain how the concepts and models help a marketer to create and sustain competitive advantage.

The international researcher potentially has an enormous task. But the most important aspect is the search for similar segments of customers across geographically dispersed regions or countries. This paper discusses the key tasks that must be undertaken in segmenting global markets and how market research might contribute to this.

Understanding the MACRO and trading environments is essential to a company if it is to sustain global competitive advantage. This paper discusses this statement and explains by using appropriate global marketing theory and concepts how a company could remain successful in a dynamic industry.