International Marketing Shirley Palmer-Hunt, Consultant for SPH Consultancy in Kamloops Phone: 250 374 3600   E-Mail   Web Site
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International Marketing appeals at the business and personal level; the Diversity Marketing component is not a new phenomena. Sir Walter Raleigh hit the ground running with Diversity Marketing in the 16th Century. During the reign of Elizabeth 1, he introduced potatoes to Britain from America. Since that time potatoes has continued to be the staple food in Britain and many countries across the world.

Attracting a global interest in your business

You may ask the question; “what would any other country or people across the globe find interesting about my business?” Sometimes we assume that we may be too small an entity, or that we are not located in a prime world location. Well let us consider this question with Bob Marley one of the greatest music, and business legends in mind. He came from a small seemingly insignificant village in Jamaica. A country or an island which looks like a small dot on the world map. When we hear the reggae lyrics of Bob Marley blasting out across the globe we may well ask. It seems to be as much about how and why people connect, as the product and service that we deliver across the globe.

The global customer

It may also be that there are more far more similarities between business and world peoples than we care to imagine. IKEA picked this up when they understood that customers wherever they are located like to get back some of the benefits which is usually lost in the ‘Value Chain’. They took away the added charge for delivery and packed goods in an innovative way, and won the heart of consumers across the world. Technology is bringing the world market closer to us at a phenomenal speed.

Making wealth through difference

On a recent business trip to the UK, I made a number of observations which highlighted cultural differences. At the same time I saw so much commonality between people. The fusion between international and diversity marketing is delicate and profound. Speaking to businesses in a recent International Marketing and Business Fair in Kamloops. The publisher of the Canadian Immigrant, Nick (Naeem) Noorani explained a principle of diversity marketing that is key to most business success. He suggested that as diversity marketing become a key to linking Canada’s fastest growing economic consumers. The marketing strategy should be focused on relationships between cultural groups. It appears from this perspective that fostering relationships and seeking to understand cultural is a critical part of the equation.

Hit the Ground Running Check List

• You are not too big or small to position yourself in the global market place

• Working across cultural groups is a good habit to form

• Technology is giving us an edge.

• There are many similarities across people and businesses

To respond to any points in this article contact us at; www.sphblog.com

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