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Introduction
One hundred largest American multinational companies generate 39% of their
sales overseas. Companies like "IBM", "COLGATE-PALMOLIVE", "CPC
INTERNATIONAL" and "COCA-COLA" generate even above 60% of their sales
overseas. There is an increasing number of huge multinational empires the sales of
which are usually larger than national income of several countries (2, p. 7).
However these processes are not common only for multinationals. There are
many middle sized international production companies which are opening their
factories, research laboratories and sales outlets all over the world, increasing their
income by 200 million up to one billion US$ per year. Target markets for these
companies are specialized market niches worldwide in the areas such as precise
instruments, medical equipment or various computer equipment. Using the
advantages of entering new markets, and by use of new technologies, they are able
to serve clients from limited number of production facilities, and at the same time
to keep competitive corporate profile. Company Medtronic an US producer of
pacemakers opened factories for research and production in Japan and Europe, and
by that they saturated those markets and ad the same time entered new technologies
of micromachines and miniaturization.
Large number of Japanese and European companies entered world markets
and are leading forces in many industrial sectors which were traditionally under
American domination. Many companies from newly industrialized and developing
countries are slowly entering areas such as electronics, textiles, shipbuilding and
steel industry.
Moreover, there is a new globalization trend, not only downstream to retail
industrial markets, but also upstream on the raw materials and technology markets.
In many industries there is a growing level of reliability on global resources. This
resulted in development of complex logistics systems projected to facilitate use of
the advantages achieved in price difference in cost of labour, production and
resources in different countries, as well as to use the advantages of increased
efficiency of international transport and communication networks.
For example, French company "THOMPSON CONSUMER ELECTRONIC"
produces parts in Malaysia and Indonesia for assembly of TV in highly automated
factory in Singapore. Indonesia became favorite location for production of
expensive sports clothing. Several Japanese and US automotive companies are
opening their branches in Mexico. Ford invested US$ 750 in plant in Chihuahua
where they will produce two engines for their factory in US. Nissan invested US$ 1
billion in a new plant close to Aguas Kalientas where they will assemble model
Sentras, whereas certain amount of production will be re-exported to Japan (2, pg.
8).
Such a development proves that all companies have a need for global
perspective when strategically planning marketing activities no matter if they are
internationally oriented or not. Companies that are already on international market,
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