As estratégias de marketing para a internacionalização de uma marca

Abstract

The purpose of this work was to study The marketing strategies for the internationalization process of a brand, and their goals were explicitly planning necessary for internationalisation in the foreign market; present marketing strategies for joining in the international arena; demonstrate the difference between international and global marketing and discuss the issue of brand in the international context. Consisted of a bibliographical research where research were carried out on the basis of the theoretical reference available in dissertations, theses, scholarly articles, books of the period from 1964 to 2013. The identification of the sources was performed through computerised reservation systems search in Google Scholar, capes Journals and books. Numerous factors and cultural differences are relevant when you internationalize. The influence of prices and foreign exchange expenses, changes and adaptations in advertising, availability of products in the distribution channels, availability of raw materials, income levels, vary between countries; as well as the influence of trend of massification, customs, cultural elements, tradition have great influence in the forms of global consumption. In this way, it is essential to return to the international marketing strategies, also by the global, making adjustments and adaptations in the product to the local culture, in order to ensure the success of marketing the same in different markets. It was concluded that internationalization is seen as something that involves as long as risk, it is necessary always to presentation of new shares, this causes the company's involvement will increase on the international market. Internationalization is a way of learning before the competitions that are internationally, the company acquires experience, and it is through her that there is a reduction of cost, uncertainty and a significant increase in profits.