ABSTRACT
This chapter focuses on the competitive strategies of the leading guest multinationals including their expertise in segmenting the macroproject market into meaningful customer clusters and their skill in designing exclusive technologies or fixed cost packages that offer important quality or cost advantages to the macroproject customer. Multinational corporations found themselves in increasingly stronger competition with each other in trying to win in the smaller pool of investment or service contracts on newly launched macroprojects. Most multinational macroproject participants market their goods and services throughout the developing world. Political linkages influence purchase decisions and therefore need to be taken into account when developing a marketing strategy. The supplier relies on customer demand information to determine the optimum way to organize the marketing effort to reach the right customer groups with the best services or goods offer. Multinationals have exhibited a great deal of flexibility, resourcefulness, and expertise in tailoring their services to the needs of the host customers.
