The complexity of a European Union marketing plan

Many marketing experts argue that marketing is a logical process with a natural structure that can be seen primarily as a method of understanding the marketing environment; using the marketing mix; develop a marketing plan based on the use of the marketing mix; implement a plan based on the selected strategy; and finally, use a control method to ensure that the strategy is followed. This marketing process is periodically reviewed and evaluated, and modifications are made to the use of marketing mix tactics to account for any potential market changes that may affect an organization’s competitiveness.

This view of marketing seems to suggest that many of the marketing theories employed by multinational companies are international in scope and have global consequences. The EU market is a different market when viewed in terms of the various cultures that coexist, the multiple levels of competition and the organizational strategies used to penetrate their markets. Although these differences and their implications interfere with business planning, the EU is seen as an opportunity by many companies that decide to expand into other markets using appropriate internationalization strategies and competing with the main global players in terms of sales, profits, market shares. and organizational drive.

A central theme in marketing theory is the growth and importance of networking and interaction. According to experts, the way in which administrative units, companies and non-profit organizations (NGOs) develop is directly related to their type of interaction and, consequently, to the networks that are formed to obtain commercial advantages in domestic or foreign markets. These networks may use similar subcontractors or components, share research and development costs, or operate within the same governmental framework. Clearly, the EU, a trading bloc with no internal barriers, creates its own elite sub-networks. Collaborations in the aerospace industry, vehicle manufacturing or engineering have sponsored the development of a European perspective, which is based on the skills and experience of each participant. This newly adopted approach to network interoperability and business-to-business marketing demonstrates how important it is today for any type of manager or project coordinator to know who makes decisions at EU level and who can be contacted from EU administrative units. , to achieve a specific network to adequately present their interests and work for their realization.

The EU is a rich and diverse market, with a vibrant and varied cultural heritage. This means that although there has been a process of harmonization within the 25 member states as a result of the formation of the EU, there are still vast differences that help shape everyday practices and processes. Rather than business being simpler as a result of this economic and trade union, it is recognized that due to heavy regulation and red tape, the EU needs to communicate effectively with everyone, as a unique supranational player in our global village. The new EU profile has not yet been successfully introduced and due to the diversity of audience backgrounds, any attempt can be very complex. Especially if one considers that Europeans tend, in general, to have their cultural differences recognized and most of their political and social networks are based on extremely important historical instances, companies that recognize this challenge and adequately “package” their offer have a good chance. to develop a successful marketing plan to meet the diverse needs of EU citizens.

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