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International marketing, is the process of overseas advertising of the products that a company sells. There are some advantages of competing in an International Market: Market Expansion- Expanding the places where a company does business and advertises its products and services opens up a larger customer base and potentially greater profit margins .Brand Reputation - International marketing can have a unique advantage of helping to boost a brand's reputation. Right or wrong, customers perceive a brand that's selling in multiple markets to be of higher quality and better service than brands that just sell locally. Global Networking - Expanding into a global market gives a business the distinct advantage of connecting with new customers and new business partners. Opening the Door for Future Opportunities -International marketing can also open the door to future business expansion opportunities. Not only does global marketing expand a company's sales base, it also helps the business to connect to new vendors, a larger workforce and new technologies and ways of doing business. Lowering cost - when you increase your output via international expansion, you can often do so with lower variable costs you will iterate faster and create better products - Exporting your products will instantly expose them to consumers with different tastes, opinions, and ways of interacting with the world around them.
As one of the strong and healthy companies in the world with many successful brands, Unilever has an opportunity to expand into foreign markets in order to gain access to customers around the world. Supported by strengths of its four key global brands - Dove, Sunsilk, Rexona and Lux, Unilever firstly entered in foreign market to compete internationally by entering just one or select few foreign markets. Once successfully introduced its product in several market, Unilever expands its success brand to many other markets and starting to compete globally. In entering and competing in foreign markets for its cosmetics and toiletries product, Unilever follows a global strategy. The strategy using essentially the same competitive strategy approach in all country markets where the company has a presence with only minimal responsive to local condition, sells much the same products everywhere, make minor adaption to local countries where needed to accommodate local countries preferences), strives to build global brands, and coordinates its actions worldwide Unilever has strong competitive advantage over its competitor. In the cosmetics and toiletries globally competitive industry, there are no doubt that Unilever's major rivals over the next few years will be Procter & Gamble and L'Oréal, both of which give significant resources to new product development activity, and respond to changes in the market faster than Unilever. Therefore, the competition pursues the company to be more innovative in developing its products and maintaining its brands. To win customers and sales away from select rivals in country markets, Unilever employ cross-market subsidization. This offensive strategy is appropriate for Unilever which is compete in multiple county markets with multiple brands and wide variety of products.