International Marketing

“International Marketing refers to any marketing activities that take place across the national boundaries.”
– John V. Thill
The biggest difference between international and domestic marketing is that the marketing environment differs from country to country. Marketers have to deal with various cultures, political systems, economic forces and competition. In a sense, international marketing starts as a case of market segmentation, where each country is a distinct market segment. Because of this very reason, international marketing is typically more complicated, more expensive and more challenging – but at the same time can be even more interesting exciting and rewarding.
2. INTERNATIONAL MARKET OF BSL
The company is recognized as an “Export Trading House” by the government of India. The company’s quality standards have been accepted in the international market and its exports are increasing tremendously 80% of the fabric and 40% of the yarn produced by the company is exported to various countries all over the world, including developed countries like U.S.A, U.K., Canada, France, Germany, Italy, Kenya, Nigeria, Middle East and South East Asia as well as Gulf countries.
Banswara Syntex is amongst the biggest Indian Exporters of poly viscose and blended fabric. The company has been consistently awarded Best performance award in exports in synthetic blended fabrics, since 1996. The company produces poly/viscose blended upto a capacity of 1 million meter per month which is exported to 80 countries.
The company’s competitors include, Raymonds, Grasim, Mayur Suitings, Siyaram, Bhilwara exporters, S. Kumars, JCT, Donear and such others.
The main foreign buyers include,
J.C. Penny,
Levis Strauss – U.K.
Doccers
Levis Norton – N. America
Armatex – U.K.
And such big players in the readymade garment industry.
3. PRODUCTS AND ITS INTERNATIONAL SUITABILITY
The information stated below signifies the products of BSL and its international suitability. It also shows the market segmentation of BSL, which is a very important point of consideration while talking about international marketing.
1.
Uniforms Brand: Bantex English Kit
The best market is developed countries where education is widespread. It is most sold in U.K.
2.
Kurta, Pajamas
Gulf Countries
On the bases of Culture and climate
3.
Lycra
The biggest market is North America, because of high standard of living.
4.
Dupatta
Gulf countries and Asia. On the bases of culture
5.
Teflon water repellent
European countries. On the bases of Climate and whether conditions like snowfall for a long period of time.
6.
P/V wool blends
Cold countries. To suit the climatic conditions.
7.
Wrinkle free
For rough users.
8.
Fire retardant
For industrial users. To suit their use
9.
P/V/ Lycra
To export to international companies like, Levis Strauss.
10.
Yarn
40% for exports. Some percent for in-house production and some for domestic market.
Other blended fabrics are made as per orders to suit the customers’, demands and market trends.
1. INTRODUCTION
Environmental Scanning or monitoring is defined as “Activities aimed at keeping track of changes in external factors that are likely to affect the markets and demand for a firm’s products and services”
Environs in the market place are changing at a particularly frantic pace today with the explosion of technology and various “revolutions” be they consumers, social, cultural, political or competitor. These major shifts in he environs are causing rapid and dramatic changes in the society and in the way we live, think and do business.
Ronna Klinsberg has rightly quoted that, “Rapid technological advances and shifting social values are transforming our society so radically that even standard organizational methods of making decisions may no longer work.”
Peter F. Drucker, a great management philosopher, has pointed something similar out, “any business no matter how successful, that continued to operate as it had in the past, was doomed to failure at sometime in the future.This failure of course, is due to the fact that the environs are continually changing and what causes success in one of environmental conditions causes failure in another.”