What is strategic planning and how does it differ for international marketing from domestic?
The principles of planning are not in themselves different between international and domestic marketing, but the additional details of the operating environments of the MNC (host country, home, and corporate environments), its organizational structure, and the task of controlling a multi-country operation create differences in the processes of international planning. Strategic planning on an international level allows for rapid growth of the international function, changing markets, increasing competition, and the challenges of different national markets.
The plan blends the changing parameters of external country environments with corporate objectives and capabilities to develop a sound, workable marketing program