Management of the company's marketing strategies for international market entry

Abstract

Against the backdrop of accelerating globalization, companies entering international markets have become a strategic priority for achieving sustainable growth. According to data from the United Nations Conference on Trade and Development (UNCTAD), global foreign direct investment (FDI) inflows reached $1.3 trillion in 2022, with most of it concentrated in emerging economies.[1]This shows that the attractiveness of international markets is increasing, and companies face huge market expansion opportunities. This study takes the market entry strategies of multinational enterprises (such as Nike and Coca-Cola) in Europe, Asia and North America as the research object, focusing on analyzing their marketing management models. These enterprises have a profound influence in the global market and provide rich research materials. At the same time, this study will also focus on the similarities and differences of different industries (such as beverages and sporting goods) in order to draw conclusions that are universal and targeted. In order to ensure the systematic and scientific nature of the research, this paper adopts a multi-dimensional research method, combining literature analysis, case study, data analysis, and SWOT analysis to conduct an in-depth discussion on the management methods of corporate international marketing strategies