This is a great question. There are so many things that can be done to have a successful marketing strategy that I will have to be selective in this answer.
First, it is also important to know governmental regulations. It would be pointless to have a great marketing campaign and realize that there are restrictions. So, the first thing that needs to be done is due diligence in international and regional laws and regulations.
Second, since it is an international project, the company has to know cultural differences. In other words, what sells in Germany may not sell in China. Also the way people relate to products is different. For this reason, it will be important to pitch services and goods in a way that people will understand and relate to. In short, know your consumer.
Third, it is also important to know the competition. This will give you lots of information. For example, you will be able to price things well and learn what works and does not work.