The company should manufacture its medical products in its home country Canada, and allow Europeans’ sales agents to carry out the marketing process. By adopting this marketing procedure, the company will be able to develop abiding business relationships and connections in Europe, perhaps better than establishing another marketing firm or forming an alliance with a pharmaceutical organization. Further, the manufacturing company will acquire the practice of running and managing its transactions in more than one nation; a business approach which it cannot obtain by producing its commodities in Europe by the fifty-fifty undertaking and promoted by a foreign firm. In other words, the Canadian company will have a better chance of amending its international business management practices.
The European marketing agents are well acquainted with the language and outstanding cultural practices of the citizens who comprise the targeted market in the foreign country. The international business marketing agencies will, therefore, not take time adapting to the different cultural beliefs and familiarizing themselves with the languages commonly used in Europe. Moreover, the agents respect the European cultures, and they fully comprehend how they can impact the business operations of the Canadian firm. In addition, they will carry out a successful marketing of the products since they will easily communicate, converse and negotiate with the European potential clients (Morschett, Dirk, Hanna, & Joachim 208).
The European marketing agents, also, have the theoretical and investigative skills required to formulate efficient business management approaches and strategies to help in the expansion of the Canadian manufacturing firm. They will be able to introduce systems which can allow the company to go global and take advantage of the opportunities in the foreign country. Besides, they will with ease respond to fluctuations in the international marketplace (Christopher, & Elizabeth 162).
Works cited
Morschett, Dirk, Hanna Schramm-Klein, and Joachim Zentes. Strategic International
Management: Text and Cases. , 2015. Print.
Christopher, Elizabeth. International Management: Explorations Across Cultures. London:
Kogan Page, 2012. Print.
