Marketing in international markets and globalization

Hello... Today we will talk about Marketing in international markets and globalization. Lets start...

How do you think Sony is an international brand or no? I will tell you.
Sony phones is an international brand. The level of international involvement is very high, it means that product greater commitment to international market, the product can be sourced away from the home market.  Sony is available in more than 20 countries, and we can see it on these market shares tables.

For example, market share in China, in 2013 was very high, but market share decrease from 2013 to 2016. It one from example, from market share.

What about marketing entry strategy!? The marketing entry strategy used for Sony phones is “Joint Ventures” strategy. Sony phones is the best example of joint venture strategy, whe two companies agree to work together in a particular market, and they create the third company to undertake this. And risks and profits are shared between these two companies. Sony Corporation works according to this princips. 

I can see the evidence of impact of the recent international turmoil. Due to the impact of restriction on Russia the amount of buying phones decrease. It slows economy down and that affects on the purchasing power of customers and then they can’t buy Sony phones so much how they did it before. Costumers choose cheaper phone than Sony. This impact on Sony Corporation is very high, Russia is very big country and Sony can lose a lot of their money. So it is the biggest impact of the recent international turmoil on Sony Corporation product - phones.

Also Sony phones have an impact from the international legal forces. 

The legal forces what have an impact on the marketing position of Sony phones product are tariffs and quotas. “Tariffs are taxes that affects the movement of goods across economic or political boundaries, and that can also affect imports, export or goods in transit”, so if government will increase taxes it might be more difficult to export phones to the other countries, it will cost more money. And the quotas are “Physical restrictions on amount of goods that can be imported into a particular country or region” , quotas not always the best interest of consumers, and if choice are limited in some region or country it is the best way how to export Sony phones in this region. So there will be more products to choose and costumers will choose Sony phones more, because it will be a new product for citizens, what is better for Sony Corporation.

That's all for today.. See you next week:)