ABSTRACT
This chapter analyses how international marketing goals can be developed in the intersection between the firm and its environment, explores different approaches to planning using the Strategic Windows framework, and discusses the planning process. Defining the firm's role in the market should come as a result of an understanding of the needs in the market, how they are expressed in terms of products and services, and how competitors operate to satisfy those needs. The multinational player should let each local sales subsidiary and partner come up with objectives and plans for their respective market without too much interference from the centre. The imperative of global market leaders is to secure and further develop their position. They are among the three or four largest players in their industry worldwide, and are challenged by both their main competitors and new entrants "at all times".
