International Product Planning

Although there are many factors which inhibit successful international marketing, inadequate product planning is one of the more significant contributions to poor international marketing performance. This is because the product is at the heart of the marketing mix which constitutes a supplier’s offer, and to which customers and consumers respond. Since trade is about selling products into markets, the product, as the leading edge of the marketing mix, must be as ‘right’ as possible to avoid becoming another example of products which fail once they move outside their home territory. The two key questions that need to be answered to enhance the chances of success are: Which of its product lines should an organisation sell in overseas markets.Does it need to adapt them for those markets?