Marketing Strategies of Polish Companies on International Markets

Abstract

The aim of this article is to characterize marketing mix strategies of Polish companies on international markets. The article is based on the author’s research and research results published in Polish and foreign professional journals. The main forms of expansion into foreign markets are export and improvement trade, but also capital or non-capital cooperation with foreign partners or direct investments. Polish companies mainly focus on export. Exports to foreign markets in 2013 amounted to over 158 billion Euro and was over 177% higher than in 2004. Cooperation with foreign partners is a rather rare method of expansion. On the other hand, Polish foreign direct investments (focused in the countries of Central and Eastern Europe), in 2012 for example, amounted to over 38 billion Euro. Marketing mix strategies of Polish companies can be classified as selective development and concentration strategies. Polish companies focus on selected foreign markets and customer segments in these markets. Product policy focal points are standardization and adaptation to conditions abroad. The prices for the products are usually shaped at an average level of prices in international markets. When it comes to distribution, Polish companies use foreign distribution channels, which often significantly differ from the channels used in Poland. Promotional activities are undertaken through intermediaries in the distribution channels or advertising agencies in foreign markets. In conclusion, the marketing mix activities of Polish companies on international markets brought positive financial results.