An Exploration of Foreign Market Entry Modes for Zimbabwean Companies

Tongesai Mpofu, Shylet Chigwende


The purpose of this paper was to highlight the major entry modes of entering a foreign market. The rise in globalisation, internet technology, competition has necessitated the need for organisations to look for opportunities in other countries. Most firms in Zimbabwe rely on the local market for sales. This paper looks at different methods that Zimbabwean companies can use to penetrate foreign markets.

This is a conceptual paper and the methodology used is a desktop research in which in depth literature review is done to put emphasis on different levels of international marketing that companies can implement. The analysis is based on previous conducted research from books and relevant journals and articles.

The findings of the paper confirm that firms need to practice international marketing in order to increase presence in different markets and as well their capital base. The study concludes that firms need to enhance the levels of production and practice international marketing in their business operations. This is an emerging marketing paradigm that will enable Zimbabwean firms to realize long term growth and development.

Keywords: international marketing, exporting, joint venture, foreign direct investment, licensing, franchising

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ISSN (Paper)2224-607X ISSN (Online)2225-0565

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