It is necessary to construct a marketing plan specifically designed for entering global markets. The first decision is how to enter the market. An entry strategy is the framework for entering a new global market, so choosing the right strategy is critical.

This activity is important because the market entry strategy chosen by a company will affect all other marketing decisions that follow. In addition, deciding on a market entry strategy has long$-$term implications because once the strategy is selected it is difficult and expensive to change.

The goal of this activity is for you to demonstrate an understanding of the different market entry strategies available to companies.

International expansion requires a reassessment of existing marketing strategies. Companies often mistakenly believe they can adapt existing market strategies to new international markets. Unfortunately, successful market tactics in the company's home market often fail to translate well into foreign markets.