Market-oriented firms build strategic market plans around company objectives, markets, and the competitive environment. Planning for marketing can be complicated even for one country, but when a company is doing business internationally, the problems are multiplied. Company objectives may vary from market to market and from time to time; the structure of international markets also changes periodically and from country to country; and the
competitive, governmental, and economic parameters affecting
market planning are in a constant state of flux. These variations
require international marketing executives to be especially flexible
and creative in their approach to strategic marketing planning.