ABSTRACT
CORPORATEINTERNATIONALMARKETINGPLANS
Theformulationofacorporateinternationalmarketingplanfora shippingcompanyorportoperationisessentialintheexecutionof itsmarketingstrategy.Itisacomplexoperationwithaninternationalscopeandmustanswerthreequestions:whereisthe companynow?wheredoesitwanttogo?andhowmightitget there?Inshort,thecompanymusthaveamissionstatement-an outlineofthecompany'smarketingobjectivesandtherouteto thoseobjectives.Thisinvolvestheselectionofthetargetmarkets, thechoiceofmarketpositioningstrategiesandtheselectionofthe appropriatemarketingmix(seepages341-355).Itmustfocuson marketresearch-drivenstrategiestakingfulladvantageofopportunitiesandnewtechnology.
