The Сomparison of International Marketing Strategy in Foreign Countries and in Russia: the Case of "New Balance"

The main goal of this project is to investigate the New Balance international marketing strategy realized in Russian market realities and to compare it with approach of forming marketing strategy in the internal market. The background of the investigation is defined by the enormous impact of the globalization process, which has provoked the internationalization development of companies as the barriers associated with the territorial remoteness of markets began to decrease. The problem of creating the marketing strategy in different national markets has not yet received all the attention it deserved. The object of the study is brand New Balance and the subject are marketing strategies implemented in Russian and American markets. By using several theoretical methods such as typology of international marketing strategies and evolutional theory of Perlmutter the author described the key features of New Balance’s strategies in different national markets. The stages of the process of marketing strategy developing were formulated. Comparative analysis was the key method used to carry out the study. In conclusion, I would like to indicate briefly the main ideas of the research. It has been proved that in consequence of using the approach of adapted standardization, reaching the indicators of the effectiveness is more presumptive. Furthermore, the effective tools for interacting with the target audience can be outlined and implemented by subsidiaries operating in other national markets, which will bring the company closer to achieving its global goals.