Using Value Chain Analysis to Make a Choice of International Marketing Strategy

Value chain analysis can be used as a strategy-making tool in a lot of different ways. Most normally, companies can use it to understand the competitive status and marketing changes. Through the analysis of value chain and the value chain extended views it provides more possibilities and more proposes for the companies those which have marketed internationally and which are going to enter into the international market. However, in this rapidly changing economic world, no companies are independent, no marketing strategy is unique, and there is no absolute advantage in upstream or downstream of the value chain, they are relative. The choice of the marketing strategy has always involved an inter-firm way, but now the firms need to use not only an inter-firm approach but also and an external firm perspective including the end consumer, the suppliers, the distributors, the retailers and even competitors, all these people may have an impact in this large market. Thus by means of value chain analysis and the extended value chain concept we can understand how to make a choice in the marketing strategy and to meet the challenge the fast changing economic environment