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Mr S. Arun

Our Bureau

Coimbatore, Sept. 7 International marketing is not easy. While wanting to go global, organisations should be ready to face the challenges in the process, Mr S. Arun, Chief Executive Officer of the Tirupur-based Mehala Group, said.

He was addressing the management students at Sree Saraswathi Thyagaraja College at Pollachi near here on the occasion of the inauguration of the Business Line Club.

A veteran in international trade, Mr Arun recalled the twists and turns that he encountered during his earlier assignment and highlighted the checks (albeit briefly) in international marketing from initiation to structural and social challenges.

He emphasised the importance of documentation, effective communication, establishing a dialogue and connecting the right link. “Finding the right link is not easy in international marketing,” he said, and cited the fashion industry, where the designer would call the shots, and not anyone else.

“It depends on the industry. You will have to find the right link and chase. Don’t give up.”

Having set the ball rolling, one would have to move forward by making personal visits, following it up with discussions and constant follow-ups.

“The real problem could arise from in-house manufacturing. So do your marketing to your marketing personnel,” he said, and stressed the importance of time schedule, systems and procedures, documentation and quantity requirement.

“Don’t over produce and suffer. In international markets, you not only have to follow the delivery schedule, but also match the volumes. Foreign buyers will neither accept a shortfall nor accept to stock in excess of the volumes ordered,” Mr Arun said, and advised the students to understand the requirements of the customer, besides being prepared to take surprises.

“It does not end with manufacturing the order. Packaging has to be perfect. Rules may look simple, but if ignored, could cost you a sum,” he said, pointing out that a simple specification, such as a barcode stamp on a specific space in the carton, should be viewed critically.

Structural changes in the industry are another challenge, Mr Arun said, and added that India was the biggest instigator of anti-dumping duties in the world.

Besides these, social compliance, certification, etc. are all compliance related issues. “Look at all these challenges with greater depth and detail before leapfrogging into the international market place. Brand identity can get you into the market, but to sustain, one has to utilise the opportunity,” he said.

Mr D. Rajkumar, Regional General Manager, The Hindu, inaugurated the Business Line Club and emphasised the importance of industry-institute linkage.

More Stories on : Education | Strategy | BL Club | Tamil Nadu

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