INTERNATIONAL MARKETING PLANNING PROCESS:
Introduction:
Planning is a systematized way of relating to the future. It is an attempt to manage the effects of external, uncontrollable factors on the firm's strengths, weaknesses, objectives, and goals to attain a desired end. Further, it is a commitment of resources to a country market to achieve specific goals. In other words, planning is the jobs of making things happen that may not otherwise occur.
Planning relates to the formulation of goals and methods of accomplishing them, so it is both a process and a philosophy. Structurally, planning may be viewed as corporate, strategic, and/or tactical. International corporate planning is essentially long-term, incorporating generalized goals for the enterprise as a whole. Strategic planning is conducted at the highest levels of management and deals with products, capital, and research, and long-and short-term goals of the company. Tactical planning, or market planning, pertains to specific actions and to the allocation of resources used to implement strategic planning goals in specific markets. Tactical plans are made at the local level and address marketing and advertising questions.
Is there a difference between planning for a domestic company and for an international company? The principles of planning are not in themselves different, but the intricacies of the operating environments of the multinational corporation (i.e., host country, home, and corporate environments), its organizational structure, and the task of controlling a multicountry operation create differences in the complexity and process of international planning.
Planning allows for rap ...