The Role of Marketing Strategy in Entering the International Market

The relevance of this article lies in the fact that in the context of the process of globalization of the modern economy, an increasing number of companies are striving to master foreign markets, thereby establishing a leading position in their industry. The entry of a business into the international arena allows attracting new customers, reducing the risk of losses, increasing the competitiveness of the enterprise and increasing its capitalization. Thus, companies need to look for and analyze new forms and methods of economic interaction, successfully solve management problems and qualitatively develop an effective marketing strategy for entering the international market. Regardless of the chosen action strategy, the company's entry into the international market is preceded by detailed studies of the new market, the choice of effective marketing concepts and the search for reliable partners. These steps can play a critical role in the success of a company's business in a new environment. Modern business grows using information systems and information technology and is one of the most important elements of effective management and marketing. Companies have begun to increasingly resort to the help of modern information technologies to control the flow of information, use it for analysis, forecasting, and management decision-making. © 2021 ACM.