Motives and threats of international marketing for small to medium enterprises in Zimbabwe

Abstract

The aim of this paper was to highlight the benefits and challenges of international marketing. The rise came due to the increase in competition and globalization which has precipitated the need for companies to search for opportunities in other markets. Many firms in Zimbabwe rely much on the domestic market and a low demand in the market may force the companies to shut down. So to guard against a fall in demand there is need for the companies to practice international marketing. This is a conceptual paper and the methodology used is a desktop research in which in depth literature review is done to highlight international marketing benefits and challenges as well as how companies can incorporate international marketing in their businesses The analysis is based on previous conducted research from books and relevant journals and articles. The finding of this paper confirms that firms need to adopt international marketing as survival and expansion strategy. The study concludes that firms need to analyze different marketing environments in various markets so as to identify and utilize different foreign market opportunities