The international marketing strategies, and a study on some of the manufacturer exporter companies in Adana Hacı Sabancı Organized Industrial Zone

As a result of globalization, international borders are removed in practice and countries all over the world are becoming a single market for the companies. Therefore, the firms try to strengthen their positions in domestic markets in one hand and they intend to sell to foreign markets on the other hand. Globalization leads to severe competition in markets of any kind, so that international strategies became much more important to survive and/or progress for the companies. In this study, environmental factors effecting international markets, entry modes, and international marketing strategies are addressed widely. In research part of the study, the international marketing strategies employed by the manufacturing-exporting companies , operating in AHSOSB, were also investigated. There are already 351 companies operating in this zone. And 100 of them are manufacturing-exporting companies which form a universe for our survey. Some fifty companies among them has been determined haphazerdly and a face to face interview has been applied to them. The gathered data were analyzed and some statistical test were applied. The obtained findings are as follows: The companies surveyed are experienced in field of work. Some 60% of the companies have more than nine years of experience in exporting. However 36% of companies do not have an individual export department. It is understood that they do not want to separate export activities from other business functions. The management may have been thinking that export activities do not require expertise. Nevertheless, it is vice versa. Export activities require high level of expertise and skilled professional employees. It is considered to be very crucial for the companies to avoid the risk of being dependent to domestic market solely. The mostly exported countries are Spain, Iraq, and Germany. However, the companies exporting to these countries consider that there is still huge market potential in the said countries. Therefore, it is thought that these companies can not cater to the entire demand coming from those countries. The companies are aware of ''tug of war''competition in the foreign markets. Because of this, the companies basicly prefer to employ adaptation strategies for product, pricing and promotion elements of the marketing mix to achive their marketing objectives. Keywords: international marketing, international marketing strategies, export,Adana, OSB