International marketing strategies of high-tech companies in internationalization process

Narava tehnološko sestavljenih izdelkov zahteva dinamičen razvoj in gradnjo strategij mednarodnega tržnega delovanja podjetja z nadzorom ključnih sprememb v okolju in podjetju. Tveganje delovanja podjetja na mednarodnih trgih ni povezano le z odločitvijo izvedbe internacionalizacije, temveč tudi s strategijami delovanja na vsakem od izbranih trgov. Na najpomembnejše vprašanje internacionalizacije visokotehnoloških podjetij, vprašanje o načinu vstopa na tuje tržišče in vprašanje o metodah predstavitve prodajnega programa odjemalcem, je mogoče odgovoriti z univerzalnim modelom internacionalizacije, ki zagotavlja želeno rast in razvoj z gradnjo tesnega in osebnega stika prodajalca s kupcem, kar podjetje doseže z osebno direktno prodajo in gradnjo dolgoročnih odnosov s kupci. Z različnimi metodami utrjevanja tržne pozicije podjetja in izdelka, visokotehnološko podjetje gradi in razvija nove možnosti razširitve prodajnega programa, večjo prepoznavnost podjetja, dosega večji obseg prodaje, z večjim zadovoljstvom kupcev pa tudi utrjuje trajno sodelovanje z njimi. Aktivnosti pravilnega in uspešnega vstopa ter delovanja podjetja na trgu so povezane s spektrom različnih menedžerskih znanj, zato sodobna visokotehnološka podjetja vlagajo veliko časa in napora v poglabljanje znanja o trženju in razvoju odnosov s kupci, saj odlično znanje prodajalcev in povezanost s kupci podjetju prinese želene uspehe. Menedžment visokotehnološkega podjetja se zaveda, da so dobri, usposobljeni in motivirani zaposleni ključ realizacije ambicioznih ciljev podjetja.The nature of high-tech products requires a dynamic development and construction of international marketing strategies controlled by key changes in the environment and company. Risk of international markets operation is not associated only with the implementation of the internationalization decision, but also with the strategies of each selected market operation. The key issue of high-tech enterprises internationalization, the question of foreign markets mode of entry and the question of the mode of product range to customers presentation, can be answered with an universal model of internationalization that by building close and personal contact between seller and buyer, company achieves with personal direct sales and building long-term relationships with customers, provides desired growth and development of the company. With various methods of company and product market position, the high-tech company builds and develops new possibilities of sales extending program, business recognition, greater sales volume, greater customer satisfaction and long lasting cooperation with customers. Proper and successful market entry and business operation are linked with different managerial skills in which modern high-tech companies invest time and effort to extend their marketing and customer relationships knowledge and, accordingly, a company gains desired results through integration with proficient vendors and customers. Management of high-tech companies is aware that good, skilled and motivated employee is key to ambitious goals realization