international marketing

This research is dedicated to the adaptation of the international marketing model for Tile LLC a Ukrainian company specializing in the manufacture of metal roofing and facade materials, targeting entry into the Slovak market. The study addresses the pressing issues caused by insufficient localization and cultural adaptation of marketing strategies, which limit the effectiveness of the company’s export activities and weaken its competitive position abroad.

The concept of a international marketing strategy and the impact of environment on strategies are under consideration. The process of involvement of enterprises in international marketing is put forward. The outcomes of the research would show how difficult is to create international marketing strategies.

Development of business operations in international markets cannot happen without marketing communications as prerequisite for acquiring and maintaining successful business relationships. Polish enterprises focus on communication with institutional stakeholders. While relatively narrow in their tool choice, those processes take advantage of new media, adapt well to local conditions and stages in relationships with partners, and produce satisfactory level of effectiveness.