Title: Investigating the impact of external environment on strategic marketing planning: a case study for NetSol Technologies Inc.

Authors: Shahzeb Zulfiqar; Sayed Fayaz Ahmad

Addresses: Institute of Business Management, IoBM Main Campus Korangi Creek, Karachi, A-119/1 Block-1 Gulshan-e-Iqbal, Karachi, 75190, Pakistan ' Institute of Business Management, IoBM Main Campus Korangi Creek, Karachi, A-119/1 Block-1 Gulshan-e-Iqbal, Karachi, 75190, Pakistan

Abstract: The objective of this paper is to propose a model for effective strategic marketing planning process by investigating the impact of external environmental factors on the international strategic marketing planning of NetSol Technologies, Inc. For an effective marketing strategy to be designed, the analysis of internal and external environment holds crucial importance. Following multiple theoretical approaches, the paper investigates and analyses international strategic marketing planning for NetSol Technologies, Inc. This paper also investigates if this analysis supports these theoretical models. Finally, the paper proposes a strategic marketing planning model that is proposed based on the strategic marketing planning applied by NetSol Technologies during its successful expansion throughout 30 countries. This model is proposed for all industries; primarily the tech industry.

Keywords: adaptation; standardisation; international; marketing; NetSol; application software; financing and leasing industry; niche market; strategic marketing planning; software industry; developing a model.

DOI: 10.1504/IJBPIM.2020.117149

International Journal of Business Process Integration and Management, 2020 Vol.10 No.2, pp.185 - 193

Received: 24 Jun 2019
Accepted: 19 Dec 2019
Published online: 19 Aug 2021 *

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