Strategies for Competing in Global Markets

In recent years, with the breaking up of economic barriers, globalization has considered prominence. Growth of organization directly into external markets allows it to consider advantage of global skills, competencies for gaining suitable competitive benefits. This newspaper examines some international business strategies.


This paper examines the globalization of markets, features, and reasons for globalization of markets, benefits and drawbacks of globalization of market segments. Strategies for rivalling in globalizing marketplaces, issues companies face in crafting strategies ideal for multinational and globally competitive indirect environment. We also discuss howsmall companies are entering into the global market and growing alliance with overseas partners.

Globalization of markets refers to the process of integrating and merging of the specific world market segments into a single market. This technique involves the id of some common norm, value, flavour, desire and convenience and little by little enables the cultural shift towards the utilization of your common product or service.

A amount of consumer products have global acceptance. For example, Coca Cola, Pepsi, McDonalds, MTV, Sony Walkman, Levis Jeans, Indian masala dosa, Hyderabadibiriyani etc.

Features of Globalization of Markets

The size of the company need not be too large to create a global market. Even small businesses can take advantage of this growing happening.

The distinctions of nationwide markets are still prevailing even following the globalization of marketplaces. These distinctions require the companies to formulate different strategies for each and every market.

Most of the overseas markets will be the marketplaces for non-consumer goods like professional products, equipment, equipment, recycleables, computers, software, financial loans etc.

The global firms compete with one another frequently in several national marketplaces including home market segments. For instance, Coca Cola is the global rival of Pepsi, Boeing and Airbus. Though these companies compete with each other they create a global market.

Reasons for Globalization

Large-scale industrialization allowed mass production. Consequently, the firms found that how big is the home market is really small to suffice the production output and therefore opted for foreign markets.

Companies to be able to reduce the risk diversity of stock portfolio of countries.

Companies globalize marketplaces in order to increase their gains and achieve goals.

The negative business environment in the home country pushed the companies to globalize their market segments.

To focus on the demand because of their products in the overseas markets.

The failing of the domestic companies in catering the needs of the customers taken the overseas countries to market their products.

Advantages of Globalization of Markets

Free movement of capital and upsurge in the full total capital hired.

Free circulation of technology from developed countries to developing countries.

Spread development facilities throughout the globe.

Balanced development of world economies.

Increase in production and usage of outputs.

Commodities offered by cheap with high quality.

Cultural exchange and demand for a number of products in overseas market.

Increased job opportunities and income.

Balanced welfare and prosperity of the country's overall economy.

Disadvantages of Globalization of Markets

Globalization kills home (small) businesses.

Exploitation of human source in global firms.

Leads to unemployment and underemployment in growing countries.

The demand for local products lowers.

Imbalance in wealth distribution.

National sovereignty at stake.

May lead to potential colonialism of poor countries.


Four significant reasons why companies select for growth into foreign marketplaces

Gaining access to new customers.

Achieving lesser costs and hence improve firm's competitiveness.

Capitalizing on its main competencies.

Spreading firm's business risk.


Small firms are now vying for overseas market segments where there is considerable variation in market conditions. It poses a much bigger challenge than when just rivalling at home.

Small firms enter foreign market primarily to learn the responsiveness to cross-country difference in culture, demography and market conditions. It complicates the task of fighting with other players. This is the difficult and challenging job for small companies entering into international markets. One objective is to balance pressures and be attentive to local situations of every country. Also there is diverse pressure for lower costs and prices of the merchandise and services offered.

The Prospect of Locational Advantages Stemming from Country to Country

Company's potential for gaining competitive advantages also depends on the overseas city it determines to setup its creation centre or any other infrastructure. This is a significant area of concern. Competitors may have lower-cost locations which is a matter of considerable proper concern.

Fluctuating Exchange Rate

The volatility of exchange rates greatly complicates the issue of geographic cost advantages forex rates often to fluctuate around 20 to 40 percent yearly, changes of the magnitude can totally get rid of a country's low-cost benefits or enhance a past high-cost location into a competitive cost location.

Domestic Government Limitations and Requirements

Domestic federal government enacts all types of measures impacting business conditions and the procedure of foreign countries in their market segments. Domestic government may placed local content requirements of outputs made inside their edges by foreign-based companies, impose tariffs or quotas on imports, put conditions and restrictions on export to ensure adequate local suppliers, and regulate the costs of brought in and locally-produced goods. Furthermore, outsiders may face a regulations regarding technical benchmarks and product documentation. Some government, troubled to obtain new crops and jobs, offer foreign companies a helping hand in the kinds of subsidies, privileged market gain access to, and technological assistance.


Multi-country or multi-domestic contests can be found when competence in a single national market is self-employed of a different countrywide market. There is no such thing as 'international market', only a assortment of country markets.

International competition prevails when competitiveness across countrywide markets are linked strongly to form a really international market where leading opponents compete head-to-head in several countries.

In multi-country competition, rival firms compete for countrywide leadership. In globally competitive business, rival firms remain competitive for worldwide supremacy.

For a business to be productive in new markets, its business plan must vary in one country to some other. Business and competitive environment must be taken into consideration.


Strategic options for a business entering and fighting in overseas market that decides to grow outside its domestic market and compete internationally or globally. Important proper options for a business rivalling in international market are listed below

Export strategies

Licensing strategies

Franchising strategies

A multi-country strategy vs. global strategy

Pursuing competitive edge by fighting in a multinational

Strategic alliances and joint ventures

Export Strategy

Company is developing products and service for exporting to overseas markets. It is an excellent First strategy for going after international sales. It decreases both risk and capital requirements. With an export strategy, a producer can limit its involvement in foreign market segments by contracting with foreign wholesalers who are experienced in importing to handle the entire circulation and marketing of outputs and marketing function in their countries regions of the entire world. If it has more advantages to Company and must domination to the control over these functions. In this case, a produces can establish its circulation and sales group in a few or every one of the target foreign markets. Either Way, a company minimizes its immediate investments in foreign countries due to its home-based development and export strategy.

Whether an export strategy can be pursued efficiently over the long term is determined by the comparative Cost competitiveness of an home country production base. In a few countries, companies gain additional sale economies and company centralizing creation on several giant plants whose productivity capability exceeds demand in virtually any country market. An export strategy is available for organizations when the production costs in the home country are greatly greater than in overseas countries where rivals have vegetation or when it has relatively high-shipping costs. Unless an exporter can keep its creation and shipping costs competitive with competitors having low-costs vegetation in location near to end user market segments, its success will be limited.

Licensing Strategy

Licensing international companies to use the company's technology or supplying permission to produce and distribute the business's products and service, Licensing mode carries low financial risk to the licensor. Licensing presents considerable economic uncertainty and it is politically volatile. By licensing the technology or the development protection under the law to foreign-based organization, the firm doesn't have to endure any risk. The licensee is freed from the risk of product failing and at exactly the same time can generate profits from royalties.

Advantages of Licensing Strategy

Licensing mode provides low financial risk to the licensor.

Licenser can check out the international market without many efforts on his part.

Licenser gets all the benefits with minimal investment on R and D.

Licensee is clear of the chance of product inability.

Disadvantages of Licensing Strategy

Licensing agreements decrease the market opportunities for both licenser and licensee.

Both celebrations have responsibility of keeping the product quality and also to advertise the product. Therefore, one party's actions make a difference the other.

Costly and tedious litigation may appear and hurt both parties and the marketplace.

There is opportunity for misunderstanding between your parties regardless of the efficiency of the contract.

There is a issue of leakage of the trade secrets of the licensor.

The licensee may develop his reputation.

The licensee could sell the product outside the agreed market territory and/or after the expiry of contract.

Franchising Strategies

Franchising strategies is better suitable for the organization that entered to global business and broadened its products and service to international market. Franchising is a kind of licensing. The franchising can exercise more control over the franchised in comparison to licensing. In franchising, a separate company called the franchisee runs the business with the name of another company called the franchiser. Under this contract, the franchisee pays off fees to the franchiser. The franchiser provides the pursuing service to the franchisee:

Trade mark

Operating Systems

Continuous support systems like advertising campaign, Human-Resource development, booking services and quality assurance programmes.

Franchising Agreements

The franchising contract should contain important items as listed below

Franchisee must pay a fixed amount and royalty predicated on the sales to the franchiser. Franchisee should consent to abide by follow the franchiser's requirements like appearance, financial reporting and procedure methods and customer services etc.

Franchiser helps the franchisee in building the production facilities, service facilities, provide knowledge, advertising and commercial image etc.

Franchiser allows the franchisee some degree of flexibility in order to meet the local preferences and preference.

For example, in India NIIT have the franchised computer training centres in whole India.

Advantages of Franchising

Franchiser can get into global market segments with low investment and low hazards.

Franchiser can get free knowledge regarding market segments, different cultural aspects of the new market and the surroundings generally speaking of the host city or nation.

Franchiser discovers more lessons from the experiences of the franchisees, which he cannot experience from the house country's market.

Franchisee can early start a business with low risk as he chooses a recognised and proven product and operating system.

Franchisee has got the great things about Research & Development at an inexpensive.

Franchisee is free from the chance of product inability.

Disadvantages of Franchising

International franchising can become more difficult than home franchising.

It is difficult to have full control over a global franchisee.

Franchising agents decrease the market opportunities for both the franchiser and franchisee.

Both parties have equal responsibility of retaining the quality of the product and also in campaign of the merchandise.

There is range for misunderstanding between your parties. There can be leakage of trade techniques and other secrets.

A Multi-country Strategy vs. A Global Strategy

A multi-country strategy is ideal for industries where multi-country competition has high dominance. Local responsiveness is very essential in that scenario. A worldwide strategy works best in markets; it is therefore internationally competitive or starting to globalize.


Multi-country strategy

Global strategy

Strategic arena

Selected focus on countries and trading regions of business

Countries where the demand for goods and services is high.

Business strategy

Business ways of fit the conditions of each home country situation; there may be little or no strategy coordination across countries.

Business basic strategies are the same worldwide and it fluctuates from one country overseas: it is the basic necessity.

Product-line strategy

It modified to local culture and the particular desire and prospects of local purchasers.

Mostly standardized quality products and service sold worldwide.

Production strategy

Plants wide-spread across many home countries, each producing products and service are well suited for the surrounding local

Plants located on the basis of maximum competitive benefits for the merchandise and service for the firm.

Source of supply of raw materials

Supplier in domestic country preferred (local resources required by home federal)

Attractive company from all over the world.

Marketing and distribution

It designed to procedures and culture of every home country

Much more worldwide coordination minor adoption to home country situations if required for the business

Cross-country strategy connections

It helps to transfer ideas, solutions. competencies. and capacities that work effectively in one country whenever such a copy appears advantages

It helps to use quite similar solutions. competences and features in all country marketplaces, but new tactical initiatives and competitive capabilities that verify successful in a single country are transferred to other country markets

Company organization

From subsidiary companies to handle functions in each home country. each subsidiary works pretty much autonomously to fit home country

All major proper decisions are directly coordinated at global headquarters: a worldwide organizational structure is employed to unify the operations in each country

Achieving Locational Advantage

Building and attaining location advantage, a corporation must consider two issues. They are as follows

Whether to focus each activity it performs in a few selected Countries or disperse performance of the activity to many nations.

In which countries to find particular activities. Companies tend to concentrate their business in a limited number of metropolitan areas.

When the costs of creation or alternative activities are significantly low in particular geographic locations than in others.

When there are significant level economies in carrying out the activities - the presence of significant economies of range in components development or final assemblage means a company can gain major cost savings from functioning a few super-efficient plants instead of a host of small crops scattered around the world.

Transferring Competencies and Capacities across Borders

Domestic companies are moved into to exterior market that purpose they are efficiently competing sponsor Country markets and growing sales and profits in the process. Transferring competencies capacities and resources advantages from country to country plays a part in the development of broader or deeper Competencies and features. It is ideally helping a firm achieve dominating depth in a competitively valuable potential or reference or value string. A couple of strong basis for ecological competitive advantages over other multinational or global competition and especially so over small home competitors in host countries. Domestic companies are not often in a position to achieve dominating depth just because a one country customer base is too small to aid a source of information build-up, therefore, their market is just emerging and advanced resources havent been required.

Coordinating Cross-Border Activities

Coordinating company activities located in different country. It plays a part in sustainable competitive benefits to companies in a number of different ways. Companies can remain competitive in multiple locations around the world, can select where and how to challenge challengers. Multinational or global competitor may make a decision rival, should retaliate against an intense rival in the united states market, where the rivals money for competing in other country market segments, capturing better market share, subsidizing higher market show and subsidizing any short-term deficits with profit gained in other country.

Profit Sanctuaries

It refers to company getting huge gains from sponsor country due to its strong market position. Multi-country or global companies may also enjoy huge earnings position in other countries where they have a strong competitive position like big sales amount, capture market share and attractive income.

Cross-Market Subsidization

Global company gets the versatility of low prices for products and service in home market and get market talk about at the local company's expenses subsidizing razor-thin margins or loss with healthy revenue gained in its sanctuaries, this practice called as mix market subsidization.


Strategic alliances can help multinational companies in globally-competitive industries to fortify their competitive positions while at the same time preserving their freedom. Alliance refers to agreement between companies to do business in web host country market and international market. Companies can make strategic alliance and cooperative contract towards another company to enter into foreign market. It increases durability of the strategic partner on earth markets. More recently, companies from various areas of the planet have formed proper alliances and partnership arrangements to enhance their mental potential and partnership agreements to serve complete continents and move toward more global market. Proper alliances are very useful in assisting create new opportunity in world markets

A company realizes the actual proper alliance with collaborative partnerships with overseas enterprises. It appears to be six factors as functions as the following

Picking a good partner in global market.

Being sensitive to cultural dissimilarities in local market.

Strategic alliance must be benefiting and showing the information both get-togethers.

Ensuring that both get-togethers live tip with their commitments and gets advantages from the business enterprise.

To make decisions process extremely fast and actions can be studied immediately when scientific changes in business.

Both functions can be taking care of the learning process and then modifying the alliance agreement.


Companies struggling for global control today have to consider contending in appearing countries like Brazil, India and China. Businesses that enter into global markets grab this chance for economic growth and increases standard of life of the employees of the global company.

Emerging foreign market segments earn huge revenue quickly and easily. Therefore, newcomers need to be very attentive to local conditions. They will be willing to invest resources for the introduction of market for their products and services over very long periods and become patient in making a revenue.


Local companies would like resources and opportunity. However, abundant companies are looking to go into the markets of growing countries. What exactly are the options for local companies in forthcoming markets and desperate to survive from the incoming global giants? A significant strategy for local Companies in competing against global challenges are as listed below

Defending against global competitors by using home field advantage

Transferring the business's expertise to cross border markets

Dodging global entrants by shifting to a newer business model

Contending on a global level


Hence, it could be figured most successful organizations are required to follow some form of strategy suiting to their needs to compete in this rapidly globalizing world. Thus, it is strongly recommended that given in the current cut-throat competition, any and every corporation aspiring to reach your goals should avoid concentrating on an individual market. Then your continual success would soon be pursuing them.

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