Enterprise Marketing Risks Into the Selection by the Different Strategically Position Alternatives to the International Markets

Abstract

Entering into the international market is placed into the strategies area to geographical diversification which offer to companies a profitable source of growth. The “products – market/strategy” area is associated with the interdependency between the decisions that need to be made by strategic top management and also the strategic marketing of the company. For the strategies portfolio oriented to the business internalization of the company, the market risks are designed as a factor with important consequences to the marketing strategy of each company that depends on the hard reality of the competition on the international markets. This paper aims to analyze the different strategic risk categories to the companies that make the decision to be implemented on the external target-markets, thus compelling the companies to associate the international marketing opportunities within in a secondary objective connected to ensure the safety of the company shares for the choice of a new external market.

Keywords

• macro risks
• marketing risks
• involvement company’s degree
• strategic alternatives of the “products-markets/strategy” couple
• company strategies focus to external markets