International management Essay Example | Topics and Well Written Essays - 3000 words

International management - Essay Example This will call for development, implementation and control of marketing strategies needed to attain and sustain firm’s competitive advantage through analysis and evaluation of contemporary issues in the marketing practice and development of a strategic marketing plan. The purpose of competitive strategy is to achieve sustainable competitive advantage to enhance business financial performance and recognizing relationships between elements of marketing mix and assessment of the competitive aspects of the market and industry structure. Firms competing in foreign markets may choose to adapt their products to fit local market needs or to standardize their offer so as to keep costs low, and to understand principles and behaviors underlying appropriate methods and effective performance I project based teams. Introduction Hewlett-Packard Company is a multinational information and technology corporation that provides hard ware, software, and technological services to final end consumer s, small and medium enterprises and large enterprises including governments, health and education sectors. It has a significant global market share specializing in developing and manufacturing networking hardware, computing networks and software, data storage and delivery of innovation and technological services to its clients. The firm sells its products and services directly to the consumers via online distribution, retail outlets such as consumer electronics and office supply, partnership production and consulting with major technology vendors. With a wide range of products in its line the company boasts diversification in enterprise security services such as network security, information security and information assurance compliancy, wireless access points, mobile applications, analytics and portfolio management software (HP.com). Whenever firms go international, major marketing decision to be made is what marketing program is to be devised; choice between development of a globa l product and creation of adapted product that satisfies foreign market’s consumer needs while meeting the global efficiency goals and responsiveness (Qian & N.B.E.R, 2012, 4). This paper will seek to evaluate the international marketing strategy by Hewlett-Packard Company [HP] and evaluate the effectiveness for its products and the impacts of the strategy in its global standards and market share. International Marketing Strategy As an international corporation HP Company has applied several international marketing strategies in a bid to acquire significant market share and coupled by the industry it is in, its innovative strategies of production gives it market sustainability. The logic behind this is formulation of competitive marketing strategies such as relationship marketing which serve as a moderator for sustenance of positional advantages (Peterson, 2007, 2) coupled with the production competitive advantage gives the firm positive impacts of competition and market cond itions on the formulation of other marketing strategies. Literature Review Standardization is selling of the same products in all markets regardless of the economic, socio- cultural and economic backgrounds; a driving force of globalization trends in the market due to higher convergence of consumer needs, tastes and preferences, more technological uniformity and