In terms of international marketing


In terms of international marketing, the impact of international business can be recognised through marketing strategies. While international business could cause a bland and boring image which may not satisfy customers with unique and memorable encounters, domestic business may enhance uniqueness and authenticity. International business should have certain standards which provide international standards of services and comfort.
Different marketing strategies should be applied based on different situations. Each company in a particular country operates in its own environment with its own market conditions, customs, and practices, against the background of the country’s cultural, economic, and social systems. These environments may be clearly different from the environment of the head office. Which strategy to choose, which market to focus on, how to manage are aspects to consider depending on the group operation and differences between countries. This study has relied on marketing strategies to highlight the challenges of international marketing on international business.