Strategic Measures To Penetrate International Markets: The Daimler (Mercedes-Benz) Strategy

The context in which companies operate has changed significantly, therefore companies have been forced to change their organizational behaviour in order to survive and thrive in a global, unstable and highly competitive environment. The changes of the competitive environment have thus determined companies to identify new methods to satisfy customers and to constantly provide value in a more efficient way than their competitors. In order to do so, companies need to be competitive i.e. to have the ability to increase their earnings by increasing sales or profit margins on the market in which they operate, so that they can maintain their position during the next round of competition, as products in the markets evolve. This paper represents an important means of revealing management and marketing importance in a particular field of real economics, i.e. of companies’ strategic approach to align to the internationalization process of the firm by highlighting the aspects that require sustainable development of a company. From the practical point of view, the conducted research explains the necessity of penetrating foreign markets, the importance of adopting sustainable management and marketing programmes, whose components are focussed on elements of operating, maintaining and developing economic activities aiming at achieving the efficiency parameters. Last but not least, the paper also analyzes the efficiency of international market penetration strategy due to Daimler’s success.