IMPLEMENTING A PAN EUROPEAN MARKETING STRATEGY

With the prospect of the single European market in 1992, changes in national regulations and standards are encouraging firms to evaluate the increased opportunities and competition in their market segments. Although differences will remain in the preferences of European customers, firms will consider a pan-European approach to exploit market economies. In planning a common market programme, management should be aware of factors which could threaten their pan-European strategies. This article addresses the kinds of changes and problems likely to be encountered by marketers, and some of the possible responses in relation to specific areas of the marketing mix: product, pricing, promotion and place. © 1991.