ANALYSIS OF THE INTERNATIONAL PORTFOLIO OF STRATEGIC CENTRES

The modern company is having to become increasingly international, to look to overseas markets or even to set up operations within them. This internationalisation of the company means that some method must be found which lays down guidelines for formulating an overall international marketing strategy. If different international markets are seen as basic units of investment, the company should seek to obtain a balanced portfolio of markets, to enable it to allocate its scarce resources with maximum efficiency achieving stable growth in the long term.