Issues related to Marketing and Human Resource while Operating in Foreign Market

In order to operate in a foreign market, a business must do proper risk assessment in terms of macro and micro environment; the possible issues related to marketing and human resource are addressed below:

Marketing:

While marketing, a company may run the risk of not exactly knowing if proper platform for marketing is being used and if the product is as per needs of customers. In order to minimize this, a through marketing mix analysis (4P’s) should be done.

Country laws and regulations regarding marketing any product or service affect the marketing mix. Therefore there is a chance of overlooking the laws while operating in a foreign market. The company should understand the laws and regulations, one of the options could be to outsource marketing and advertising department to local experts.

 While marketing internationally, a company must be aware of possible competition, its competitive moves against the business’s marketing campaign; competition can act, or react defensively or aggressively therefore it is important to assess that, failure to do so can result in failure of whole marketing campaign.

Cultural diversification in host country may lead to failure in impactful marketing campaigns; South Africa being the host for eleven different languages. Therefore a business should operate in close contact with local alliances (example ad agencies) in order to make promotions as local and impactful while losing the overall business strategy.  

Human Resource:

Deciding on human resource may be considered while selecting the business strategy. In case of acquisition or joint venture agreements, the human resource will be a mix of both companies whereas in case of company owned set-up the choice is on company altogether. Some common human resource issues can be:

Misjudging on major executive positions like CEO, COO etc; the company may risk giving the important position to local executive whereas it should have been with parent company executive or vice versa. This should be countered by judging what the exact roles and responsibilities would be and how is in best position to perform.

In case of joint ventures, there can be clash in business objective and long term strategy of both organizations, which may be real conflict in long run. Therefore while deciding on management composite, representatives should decide on common goals and objectives.

Due to cultural classes in both countries, the management many have issues identifying how to motivate employees, how to make communications smooth. Therefore on job trainings of employees should be conducted to minimize the risk of employee motivation.

Due to language barriers and conflicts, there may be issues in communication between top and middle level employees therefore it is imperative that management ensures use of one common language inside the organization, any issues with communication may be encountered. 

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