International marketing strategy

Many firms motivated by the prospects of what an international expansion may bring or having faced revenue struggles in their home markets decide to expand into new territories. Even experienced companies face challenges during internationalisation and ultimately not all new international ventures are successful. Often in spite of having high levels of international experience, large sums of money invested in the internationalisation process or favourable economic conditions surrounding the decision, companies fail and withdraw from new markets. Using an example of McDonald’s expansion into the Bolivian market discuss the challenges companies may face when entering new markets. Reflect upon and analyse potential issues that may emerge throughout the stages of internationalisation process and assess their potential impact.