scholarly journals Marketing strategies of Polish companies on foreign markets

Management ◽  
2018 ◽  
Vol 22 (2) ◽  
pp. 110-120
Author(s):  
Wojciech Grzegorczyk
Keyword(s):  
Market Research ◽  
Distribution Channel ◽  
Foreign Market ◽  
Marketing Strategies ◽  
The Internet ◽  
Specific Character ◽  
Foreign Markets ◽  
Pricing Policy ◽  
Research Findings ◽  
Initial Research

Summary In the years 2017-2018 the Marketing Faculty of Łódź University conducted a research project “Marketing strategies of companies based in Łódź Voivodeship on foreign markets”. The aim of this text is to present the initial research findings strategies implemented by surveyed companies on foreign markets. The examined companies seldom attempted to conduct the foreign market research and the marketing strategy that they used was strictly related to the prevailing form of expansion into foreign markets, i.e. export. Both the product and the pricing policy were adapted to the specific character of the foreign market. Activities in the area of distribution were limited to indirect export and they were not initiated by the examined companies. The prevailing majority of companies used the Internet, trade fairs and exhibitions in their promotional activities. The intermediaries in the distribution channel were responsible for subsequent promotional activities. They involve marketing strategies typical for small and medium companies and their content depends on the intermediaries in the distribution channel on foreign markets.

The Role of After-Sales Service in International Marketing

1997 ◽  
Vol 5 (4) ◽  
pp. 11-28 ◽  
Author(s):  
Gulden Asugman ◽  
Jean L. Johnson ◽  
James McCullough
Keyword(s):  
Market Research ◽  
Market Competition ◽  
International Marketing ◽  
Distribution Channel ◽  
Foreign Market ◽  
Foreign Markets ◽  
Relative Product ◽  
Marketing Activities ◽  
The Relationship

This study develops and tests a conceptual framework relating internationalization and after-sales service (AS) in international marketing activities. Specifically, the study tests the relationship between internationalization, importance of AS accompanying durable export products, and actual AS offerings in foreign markets. Level of foreign market competition, relative product quality, and marketer power in the foreign distribution channel were investigated as moderators in the relationship between AS importance and services actually offered in the foreign market. Research results generally support the hypotheses, suggesting that as firms internationalize, they come to understand the role of AS in international activities. However, there are factors that facilitate and/or inhibit the marketer's actual offering of these services.

scholarly journals Consumer Versus Organic Products in the COVID-19 Pandemic: Opportunities and Barriers to Market Development

Energies ◽  
2021 ◽  
Vol 14 (17) ◽  
pp. 5566
Author(s):  
Magdalena Śmiglak-Krajewska ◽  
Julia Wojciechowska-Solis
Keyword(s):  
Online Survey ◽  
Organic Food ◽  
Distribution Channel ◽  
Marketing Strategies ◽  
Market Development ◽  
The Internet ◽  
Pca Analysis ◽  
Health Value ◽  
Freedom Of Movement ◽  
Organic Products

The main objective of this study was to determine the behavior of the Polish consumer of organic products during the COVID-19 pandemic and to identify preferred channels of distribution of organic products in the situation of restricted freedom of movement as well as to assess what information displayed on the labels of organic food was most important to the customer. The research was conducted on a sample of 1108 respondents with the use of CAWI technique collected in an online survey carried out in February–August 2020. To analyze the obtained results, cluster analysis, linear regression model and duplication method were used to verify the substitute channels for purchasing organic goods. The pandemic has intensified the health value of consumers when making decisions about choosing food products. Consumers are sensitive shoppers who read the content of the labels and pay attention to the ingredients of the products they buy. The price is also of significant importance for consumers; however, it is less important than, for example, the expiration date of the purchased product. With the use of PCA analysis, it was possible to identify 18 factors that could be divided into three segments: marketing, practical and sensory. The proposed factors, according to the respondents, had an effect on the purchase of organic products by Polish consumers. Regarding the preferred purchasing channels, the Internet is becoming more and more important. Almost one-quarter of the respondents confirmed that they bought organic products via the above-mentioned distribution channel. Nearly 17% of the surveyed consumers considered the Internet to be an alternative way of doing their shopping. The results obtained in the research can be used in the sector of organic food producers to design marketing strategies and to adapt their offer to the proposed four groups of purchasers of organic products: eco-activists, eco-dietitians, eco-traditionalists, eco-innovators.

International Market Entry and Expansion via Independent or Integrated Channels of Distribution

1987 ◽  
Vol 51 (1) ◽  
pp. 71-82 ◽  
Author(s):  
Erin Anderson ◽  
Anne T. Coughlan
Keyword(s):  
Vertical Integration ◽  
Western Europe ◽  
Distribution Channel ◽  
Foreign Market ◽  
Industrialized Countries ◽  
Foreign Markets ◽  
Difficult Decision ◽  
Channel Choice ◽  
Key Variables ◽  
Sales Agents

Manufacturers introducing an industrial product to a foreign market face a difficult decision. Should the product be marketed primarily by captive agents (company salesforce and company distribution division) or by independent intermediaries (outside sales agents and distributors)? This is an issue of downstream vertical integration. The authors explore the issue through an empirical investigation of distribution channel choice in foreign markets by U.S. semiconductor companies. Using original interview data, they develop scales to measure key variables. With these measures they build a logistic regression model of what factors affect the form of the distribution channel chosen in various foreign markets. The results indicate that integration is associated with the degree of transaction specificity of assets in the distribution function and whether or not the product being introduced is highly differentiated. There is evidence that the product will be sold through whatever channel is already in place, if any. Further, American firms seem more likely to integrate the distribution channel in highly developed industrialized countries (Western Europe) than in Japan and Southeast Asia, which are more culturally dissimilar. Implications for managers faced with a channel choice are explored.

Adaptation of International Marketing Strategy Components, Competitive Advantage, and Firm Performance: A Study of Hong Kong Exporters

2001 ◽  
Vol 9 (4) ◽  
pp. 59-81 ◽  
Author(s):  
Gerald Albaum ◽  
David K. Tse
Keyword(s):  
Hong Kong ◽  
Competitive Advantage ◽  
Foreign Market ◽  
Adaptation Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Adaptation Process ◽  
Foreign Markets ◽  
International Marketing Strategy ◽  
And Performance

The authors examine how firms adapt different components of their marketing strategies in foreign markets compared with their domestic market and how such adaptation decisions influence the firms' competitive positions and performance in foreign markets. The authors conceptualize that adaptation of a marketing-mix component is a purposeful process that is influenced by a firm's past adaptation strategy, and they investigate the importance of that marketing-mix component to the firm's success. The authors propose that the adaptation process helps define a firm's competitive advantage, which in turn affects its performance in the foreign market. The authors develop hypotheses and propositions and test them with a sample of 183 export firms in Hong Kong.

scholarly journals MARKETING STRATEGIES IN INTERNATIONAL BUSINESS: ROLE, CONDITIONS AND METHODS OF CHOICE

2017 ◽  
Vol 19 (2(64)) ◽  
pp. 183-189 ◽  
Author(s):  
Y.S. Larina
Keyword(s):  
International Business ◽  
Business Strategy ◽  
World Market ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Growth Strategies ◽  
Foreign Markets ◽  
Pricing Policy ◽  
Product Specificity ◽  
Agroindustrial Complex

The objective necessity of business strategy development in international business is proved. We define the strategy as a generalized model of marketing actions, which includes a thorough study of the needs and requirements of consumers, segmentation, choice of target markets, identification of competitive advantages, differentiation, positioning, and clear identification of elements of marketing mix. The hierarchy of marketing strategies of the enterprise in the international business is defined. We proved that in the process of forming the marketing strategy of the agroindustrial complex in the foreign markets, it is necessary to adapt the main elements of this methodology to the world market of agricultural products and food by taking into account its features as a market with a high level of competition, high dynamics of development, peculiarities of consumer behavior on it, product specificity regarding quality, conditions of storage, etc. We determined the growth strategies as a most dynamic strategies in international business. Options of strategies of growth on foreign markets are considered. The features of realization of marketing strategies in the international business and the main factors influencing their success are determined. In particular we reviewed that the main problems of enterprises of domestic agroindustrial complex while entering the external markets are largely due to the defects of the proposed commodity policy, in particular the inconsistency between sellers and buyers regarding quality standards of products and packaging, non-compliance with global standards and certification principles. In addition, the problem may be insufficient level of service, ineffective pricing policy, inconsistency of actions of market participants. The tools and stages of building strategies for penetration into international business are substantiated.

scholarly journals A Dyadic Perspective on Determinants of Entry Choices in the Global Hospitality Industry

2017 ◽  
Vol 53 (4) ◽  
pp. 77-92
Author(s):  
Kun Yang ◽  
John D. Buschman
Keyword(s):  
Brand Equity ◽  
Market Segmentation ◽  
Hospitality Industry ◽  
Foreign Market ◽  
Resource Dependency ◽  
Foreign Markets ◽  
Specific Knowledge ◽  
Firm Level ◽  
New Form ◽  
Management Contract

AbstractThis paper discusses the firm-level determinants of international hotels’ foreign markets entry choices, contrasting acquisition with management and franchise contracts, based on a resource-dependency perspective and appropriability theory. It points out that brand equity, relatedness of products and market segmentation, partner-specific knowledge of hotels, international experience, and the duration of proprietary knowledge impact hotels’ decisions on how to enter a foreign market. In addition, the paper suggests the existence of entry choices sequence favorable to acquisition probability after the end of management contract when the franchisors’ or management companies’ proprietary knowledge attenuates. Contract activity is likely to be renewed after the acquisition, once the management company has established a new form or a higher level of proprietary knowledge.

The internet as a distribution channel

1998 ◽  
Vol 39 (4) ◽  
pp. 42-54 ◽  
Author(s):  
D CONNOLLY ◽  
M OLSEN ◽  
R MOORE
Keyword(s):  
Distribution Channel ◽  
The Internet

Marketing Fraud: An Approach for Differentiating Multilevel Marketing from Pyramid Schemes

2002 ◽  
Vol 21 (1) ◽  
pp. 139-151 ◽  
Author(s):  
Peter J. Vander Nat ◽  
William W. Keep
Keyword(s):  
Mathematical Model ◽  
Distribution Channel ◽  
Specific Form ◽  
The Internet ◽  
Key Factors ◽  
Direct Selling ◽  
Multilevel Marketing ◽  
International Growth ◽  
Pyramid Scheme ◽  
Pyramid Schemes

A specific form of direct selling, multilevel marketing (MLM), experienced significant international growth during the 1990s, facilitated in part by the development of the Internet. A corresponding increase in the investigation and prosecution of illegal pyramid schemes occurred during the same period. These parallel activities led to increased uncertainty among marketing managers who used or wished to use the MLM approach. The authors examine similarities between the multilevel approach to marketing and activities associated with illegal pyramid schemes. A mathematical model is used to differentiate between the two on the basis of previous pyramid scheme cases and current U.S. law. The results of the model suggest key factors that marketers interested in MLM will need to consider when developing this type of distribution channel.

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