Analyse the effects of globalisation of the marketing function of an MNE. In your opinion, what are the main issues to be considered in developing a successful international marketing strategy?
Explain your answer.
As the two previous posters have suggested, in developing marketing strategies for an MNE (multinational enterprise), it is important to know the markets in which one hopes to prosper. This can be done in several ways, including hiring people familiar with those markets (perhaps because they are citizens or long-time residents of those countries) and doing extensive market reseach, including polling and surveys.
I would say that the main issue to be considered is whether your product is in any way likely to be perceived differently in different societies. For example, if you are making cars and people in the US want their cars to be safe and/or powerful while people in Germany want reliable cars, you need to know about this difference so that you can adjust your marketing strategies accordingly.
All vital responses so far, but then what would you (or anyone reading this) suggest as being the single most important factor to consider in international marketing?