Any company, which operates in the international market, has to make strategic and operational decisions in the field of its development. Usually, strategic decisions determine all future actions of the organization. These include the division of labor in the organization, the choice of markets and ways to penetrate them, the strategy of behavior in relation to competitors and customers, and so on. Anticipation, preparation and adoption of such decisions require the development of a complete integrated program of international market activities of the organization that is the most important part of the overall economic strategy. Formation of such a program is a process of developing a strategy that includes the development of strategic plans and marketing programs.

The nature of the international markets strategy involves the ways to solve the problems such as the opening of new opportunities and activities for the organization. This strategy also includes the determination of the organization to the market with respect to the target segments, as well as the identification of promising products from the nomenclature, determination of the nature of marketing policy, and promotion strategy. The strategy on international markets must describe the initial situation, objectives and strategies in relation to the goods and product groups, as well as existing markets, the full potential of the company, and the timing of each stage of these combinations. Furthermore, this strategy should lead to the development of the program, the aim of which is the individual approach to the market of each country. It should be noted that the nature of the strategy in international markets depends on the continuous analysis of activity on the domestic market (such criteria as promotion, market share and so forth), and on the foreign market (analysis of demand for a certain product, competition, and marketing opportunities and so on).

The main drivers of globalization and the controversies surrounding it.

It is possible to identify several key drivers of globalization. The first and most important is the economic driver. The enormous concentration of capital, as well as a gradual increase in international corporations, along with the intensification of international specialization has led to the fact that globalization gains a tremendous speed and scale. The next driver is political (ibid). The borders of modern states become more transparent, which provides excellent opportunities for the freedom of movement of people and goods, service and capital. As a result, it leads to the growth and development of globalization. The international driver is also one of the key ones. It implies globalization related to international events such as the Conference of the European Communities in Luxembourg in 1985, the UN base, NATO, and so on.

The next driver is technical. The development of modern technologies, transport and communications provide excellent opportunities for the rapid dissemination of information, technologies, and products and so on. This leads to lower costs, which encourages companies to place their branches in different countries. As a result, this gets to the liberalization driver. Most countries soften and unify the customs, trade and tax legislation in the field of international trade. This reinforces the interdependence of all economic actors in international relations.

There are many controversies about globalization factors. First, the development of technology contributes to increased competition. This is a huge difference between skilled and unskilled personnel. Consequently, professionals are more highly paid, while the unskilled ones may lose a source of income. However, this is a great incentive for the employees engaged in the development of their professional skills. In addition, the economic driver not only leads to the development of globalization, but also reduces the degree of freedom of states. Many argue that the simplification of international activity is not supported by either theory or practice.

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