This document outlines the 5 stages of international marketing: 1. No Direct Foreign Market - Companies do not directly market outside their home country but products may still reach foreign markets through other means. Fabindia is provided as an example. 2. Infrequent Foreign Market - Companies may sell to foreign markets infrequently due to production surpluses with no intention of continuous foreign market presence. Benetton is used as an example. 3. Regular Foreign Market - Companies intend to do international marketing with dedicated production and sometimes own foreign sales subsidiaries but still depend mainly on the domestic market. Proton is discussed. 4. International Marketing - Companies are fully committed to international marketing activities and produce specifically for foreign markets

1. Journey Through the Phases of
International Marketing
Submitted to: Submitted by:
Dr. Chhavi Jain Gauri Sharma
Sr. Assistant Professor
IIS (Deemed to be University)

2. Stage 1: No Direct Foreign Market
A company doesn’t cultivate customers outside national
boundaries.
However, the company’s product may reach foreign
markets thus sales are made by trading companies as
well as foreign customers who come directly to the
company or through domestic wholesalers and
distributors who sell abroad without explicit knowledge
of producers.
For example: Fabinda
https://specialties.bayt.com/en/specialties/q/294205/what-
are-the-stages-of-international-marketing/

3. Fabinda
Fabindia (or Fabindia Overseas Pvt. Ltd.) is an India
chain store retailing garments, furnishings, fabrics and
ethnic products handmade by craftspeople across rural
India.
The products of Fabindia are mainly sourced from
villages helping to provide and sustain rural
employment in India.
https://en.wikipedia.org/wiki/Fabindia

4. Stage 2: Infrequent Foreign Market
Temporary surpluses are caused by variations in
production levels which may result into infrequent
marketing overseas, sales to foreign markets are made
with no or little intention of maintaining continuous
market presentation.
For example: Benetton
https://www.citeman.com/7460-stages-of-international-
marketing-involvement.html

5. Benetton
 Benetton, one of the largest clothing manufacturers in Italy
has a global presence across 120 countries and more than
5,000 stores.
 While it is initial few years of operation witnessed expansion
within Italy, the company ventured outside Italy for the first
time in 1969 when it opened its store in Paris.
 Benetton entered India in 1991-92 as a joint venture with
DCM Group, now a 100 per cent subsidiary. Brand United
Colors of Benetton is present across 106 stores in 45 cities
and brand Sisley was launched in India in 2006.
https://www.citeman.com/7460-stages-of-international-
marketing-involvement.html

6. Stage 3: Regular Foreign Market
 In this stage, the company has the intention to do international
marketing and has permanent production capacity allocate to
international demand.
 Company may has own sales subsidiaries in the foreign market.
 However the sales of the company still depend to the domestic
market and the sales in foreign market is just a bonus for the
company.
http://forum.daffodilvarsity.edu.bd/index.php?topic=32259.0

7. Proton
Proton the Malaysia national carmaker also
setting up sales subsidiaries in Europe market
and Proton major sales are still from the
domestic market and also Proton production
plant are only in Malaysia.
http://forum.daffodilvarsity.edu.bd/index.php?topic=32259.0

8. Stage 4: International marketing
Companies are fully functional, committed and involved
in international marketing activities.
Such companies seek market allover the world and sell
products as a result of panned production for markets in
various countries.
For Example: Nestle
http://forum.daffodilvarsity.edu.bd/index.php?topic=3
2259.0

9. Nestle
Nestlé S.A. is a Swiss multinational food and
drink processing conglomerate corporation
headquartered in Vevey, Vaud, Switzerland. It is
the largest food company in the world,
measured by revenues and other metrics, since
2014.
https://en.wikipedia.org/wiki/Nestl%C3%A9

10. Stage 5: Global Marketing
 The companies treat the world including their
domestic market as one market.
Marketing segmentation decisions are no longer
focused on national borders.
For Example: Coke
https://specialties.bayt.com/en/specialties/q/
294205/what-are-the-stages-of-international-
marketing/

11. Coke
 Coke is globally accepted brand and the product is
standardizing around the world with some differences due to
different taste and preferences in different countries.
 Coke is a multinational company that operates its operation
around the world and has production plants in foreign
countries.
 Coke treat all the market as a single global market and doing
global marketing strategy planning.
https://newyorkessays.com/essay-phases-of-international-
marketing-involvement/