Ensuring Consistent Product Quality Across All Countries

resource requirements for each market but also determines the level of control over the business operations and strategies of the enterprise in these markets.

3. Choose the timing and speed of penetration

When entering the global market, businesses must consider whether to enter early, pioneer a market or follow other businesses in the country and around the world. If a business decides to be a pioneer, it will have advantages such as easily attracting customers' attention, easily creating brand recognition, easily obtaining favorable business locations and easily occupying or establishing a distribution system. However, if it enters early, the business will have to bear very high risks and relatively large costs.

Another important issue is whether a firm should enter several countries at once or enter one country first and then gain experience before entering other countries. At this point, it is necessary to rely on many resources to enter international markets. For example, if financial resources, management resources, and other resources are needed to build marketing, sales organizations, or production facilities, managers can enter markets gradually. On the other hand, a firm can enter markets simultaneously to gain a competitive advantage by creating a leading position in all markets and preventing any opportunities for imitation. At the same time, economies of scale and experience curve effects can also be realized more quickly, thereby reducing unit costs.

After determining the country and the time of penetration, the enterprise must decide on the speed of penetration: will the enterprise penetrate quickly, massively or slowly, step by step steadily. The choice of the speed of penetration depends largely on the enterprise's business field and the ability to control the enterprise's operations. If the business field is consumer goods

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and business success is based on large scale of operation, enterprises often choose the direction of rapid penetration and expansion to quickly dominate the market. Besides, if the enterprise has strong financial and human resources, good management ability, and a lot of experience, then it will be able to penetrate quickly.

4. Build product development policy

4.1. Ensure consistent product quality across all countries

The process of implementing the business strategy must be a harmonious combination from product selection and design, building raw material supply sources, advertising activities to organizing the distribution system. These activities can be unified across all markets or designed to suit each specific market area. Only then will the company's products be consistent in quality.

Product quality must comply with a certain standard, must be consistent from place to place. Enterprises need to have inspection standards that are in accordance with international regulations and those of the country they want to penetrate. Enterprises that want to be successful in foreign markets need to pay attention to the issue of product and service standardization. This is an important factor for business expansion. However, enterprises can still make certain adjustments (but not affect the overall image of the enterprise) due to changes in the business environment. A typical example is McDonald's: in Europe, McDonald's has added beer service, while in Asia, rice is included in the menu of stores. In Vietnam, when opening a franchise in Hanoi, Pho 24 added "banh quay" according to the habit of eating pho with Hanoians.

To ensure consistent product quality across all countries, businesses need to conduct careful and continuous control.

production and business activities of foreign manufacturing facilities. Otherwise, it may lead to loss of reputation for the company's products and brands.

4.2. Adapting the company's products and services to foreign markets and consumer tastes

After researching the market and identifying the target market, businesses may need to modify or adapt their products and services to meet the requirements, regulations, standards and procedures of foreign markets.

Each country and region has its own differences in both nature and society. Therefore, a business that wants its product to be successful needs to carefully consider the product before launching it in another country's market. The business needs to review its product to see which points will be accepted by consumers, which points need to be modified, and then make appropriate adjustments.

The process of changing products and services to suit consumer needs is the process of product development. There are many ways through which products can adapt to market developments and consumer needs. In particular, businesses can change their brands, packaging or improve product quality management and make products meet international standards.

Not all companies are willing to adapt their products when selling to foreign markets because the degree of change is an important issue of management policy. Sometimes manufacturers have some reasonable reasons for not wanting to adapt their products and services to foreign markets. However, companies need to realize that by changing the characteristics of their products and services to meet the tastes of foreign markets, they can increase demand and sales volume.

4.3. Product localization

Each nation has its own values and pride, so it is difficult to accept new values. A foreign product or company that wants to succeed needs to understand the values of the market it wants to penetrate. Only then can the company make its product a part of that market. Product localization will make foreign companies' products closer to local consumers. Companies can increase the rate of product localization in many ways such as using local materials, hiring local workers, naming products in the local language or creating advertisements with content suitable for the consumer culture of local people... Product localization through taking advantage of cheap local labor and fuel will help the company reduce transportation costs and avoid import taxes because the product is produced domestically.

4.4. Brand building and development

Establishing and developing a business brand is an urgent issue for businesses. Regardless of the method of market penetration chosen, the brand plays a very important role in creating the image of the business in the eyes of customers. Especially for businesses choosing the method of franchising or joint venture, the brand can be considered an asset that brings significant profits to the business. Building a strong brand will bring many benefits to the business:

Firstly , it creates prestige for the product, promotes the consumption of goods in the domestic market as well as in foreign markets and is a sharp weapon in competition.

Second , with a strong brand, consumers will have confidence in the company's products, will feel secure when using the product, be loyal to the product and therefore the stability of the current customer base is very high. Moreover, a strong brand also has great appeal to new markets, creating favorable conditions for businesses to expand the market and attract potential customers, even attracting customers of competing businesses. Branding is especially beneficial for small and medium enterprises such as Vietnamese enterprises, the brand will help businesses solve the difficult problem of penetrating, conquering and expanding the market.

Third , with a strong brand, businesses will have a solid position in fierce market competition in terms of price, product distribution, attracting investment capital, attracting talent... One of the current difficulties of Vietnamese businesses is low capital, so brand is a method to help them attract investment from outside. Because very few investors dare to take risks with their capital when deciding to invest in a business without a brand. Because it is clear that investing in a business without a name or position in the market will have a very high probability of risk.

Fourth , a strong brand can increase profits and dividends. Look at any of the world's leading brands like Coca-Cola, BMW, American Express, Adidas, and you can see that they all take their brands very seriously. All of these large companies see their brands as more than just a sales tool. They see them as a management tool that can create value in their business.

Fifth , the brand is not only the asset of the enterprise but also the national asset. When penetrating the international market, the brand of goods is often associated with the national image through trademarks, geographical indications, and characteristics.

product characteristics. The more famous brands a country has, the higher the competitiveness of its economy, the more consolidated its position in the international arena, creating conditions for cultural and social development, international cooperation and economic integration. For example, when it comes to Sony, Toyota, Toshiba... everyone knows that these are famous products of Japan, although today they are produced through many countries in the form of international division of labor or in the form of joint ventures, associations through international investment and technology transfer.

5. Develop pricing policies suitable for each country

Building and managing the right pricing strategy is an important condition to ensure that businesses can penetrate, dominate the market and operate effectively. However, prices are affected by many factors such as the company's marketing strategy, production costs, consumer demand, etc. Price is one of the four important variables of the marketing mix, it plays a decisive role in consumers' product choices. For companies that have just entered the market, product pricing not only plays a decisive role in competition but also directly affects the company's sales and profits.

A lesson from Coca-Cola's experience for Vietnamese businesses is to price products in accordance with the income of consumers in each country while still ensuring consistent product quality across all countries. Before entering the market, the company needs to conduct market research to set a price that consumers can accept. When entering a new market, the company can choose to price products low to attract customers and gain a large market share. Gradually, through improvement and experience accumulation, production costs will be reduced and the company's profits will increase.

6. Building a sustainable distribution system

In international marketing, the problem is how to make products reach the target market at an acceptable price. Establishing a distribution system for goods abroad is one of the difficult problems for businesses, especially for many markets that tend to protect domestic distribution channels. If the irrationalities in the distribution system can be overcome, the process of bringing goods to consumers will be less costly and bring high efficiency to the business. On the contrary, an unsuccessful distribution system will be a risk for businesses because they will lose their sales channels. Businesses will immediately reduce the consumption of goods and they will have to face direct competition from competitors. Therefore, establishing a reliable and sustainable distribution system is a difficult but extremely important task for businesses that want to penetrate the international market.

To create a widespread and sustainable distribution channel, businesses themselves must make efforts to invest in improving the quality of goods to meet standards.

7. Develop business promotion and support policies

The purpose of business promotion and support policy is to communicate with customers to provide information, persuade and remind about the products and image of the business. To achieve their purpose, businesses must know how to flexibly apply the tools of business promotion and support strategies such as advertising, public relations, participation in trade fairs and exhibitions, and personal selling. If they know how to skillfully use these tools, businesses will have more chances to succeed in the market.

Business promotion and support policies will accelerate sales, market penetration, increase revenue and contribute to improving business efficiency. Not only that, it also creates a good image of

business and products, creating trust from customers. This will help businesses gain a competitive advantage over other businesses .

In addition, a secret to help businesses easily conquer consumers is to establish a good relationship with the community where the company operates. The business goal of all companies is profit, this is obvious, but the company also needs to know that consumers must accept its products for the company to survive. Therefore, in parallel with business, the company needs to invest in building good relationships with local residents. The company can cooperate with local authorities to support people in social programs, participate in charity activities, award scholarships... These activities will contribute to enhancing the value and image of the company in the minds of consumers.

The path to the world market is full of challenges for businesses and even more difficult for small and medium-sized businesses like Vietnamese businesses. Therefore, if Vietnamese businesses want to achieve success in the world market, in addition to important decisions on choosing the method of penetration, businesses also need to choose their own path that is suitable for their conditions and potential.

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