Čimbenici pozicioniranja proizvoda na međunarodnom tržištu

Međunarodni marketing u 21. stoljeću predstavlja se kao nezaobilazan dio plasiranja proizvoda na novo tržište za koji se vjeruje da ima visoki potencijal i veliku budućnost. Ponekad je pogrešno reći ili misliti kako je međunarodni marketing proces u koji je potrebno uložiti jako puno novca, da su troškovi ogromni te da je ono namijenjeno samo velikim poduzećima. Veliki problem u hrvatskim poduzećima u ovom slučaju može biti da ona u većini slučajeva nemaju marketinško, a ni ekonomsko obrazovanje, pa se čitav proces može činiti težak i nedostižan. Kada bi se pomno razmotrile činjenice, ulaganja i troškovi te sagledale mogućnosti za pokušaj plasmana proizvoda na novo tržište, zasigurno bi se došlo do zaključka da taj pothvat zapravo i nije nemoguć. Na samom početku potrebno je donijeti neke važne, ključne odluke. Prvo, potrebna je detaljna analiza poduzeća i međunarodnog okruženja – oni su temelj za donošenje odluke o internacionalizaciji poslovanja. Zatim, odabir strategije kojom će se razvijati daljnji koraci (globalna ili lokalna strategija i odabir konkretnog željenog tržišta) nakon čega dolazi do utvrđivanja ciljeva poduzeća i izrada detaljnog plana za pristup. Nakon navedenih koraka preostaje nadzor i kontrola marketinških planova koje smo odlučili provesti.International marketing in the 21st century presents itself as an unavoidable part of a product placement at the new market for which is believed to have a high potential and a great future. Sometimes it is wrong to say or think that the international marketing is process in which a lot of money needs to be invested and that it is intended only for the large companies. A big problem in Croatian companies in this case may be that in most cases the company leaders have no marketing or economic education, so the whole process may seem difficult and unattainable. If the facts, investments and costs were carefully considered and also if the possibilities for trying to place the product on a new market were considered, it would certainly be concluded that this venture is not actually impossible. At the very beginning, it is necessary to make some important, key decisions. First, a detailed analysis of the company and the international environment is needed – they are the basis for making decisions about the internationalization of the business. Then, the selection of a strategy that will develop further steps (global or local strategy and the selection of a specific desired market), after which the company's goals are determined and a detailed approach plan is developed. After the mentioned steps, what remained is the supervision and control of marketing plans that we decided to implement