INDUSTRY.co.id -International or Global Marketing considered as one of the strategies that have become increasingly important with the internationalisation of business and globalisation of markets.

The characteristics of International marketing in centralised coordination to achieve scale and scope economies, localisation is also becoming increasingly important as consumer demand varies across countries (Market Finder, n.d.). As soon as a new businesses enter new market, their challenge is to strike the right balance between having a global strategy and local adaptation.

In a nutshell, an international marketing is an overall marketing strategy that aimed to expand a business into market across the world. This required localized and global marketing plans to reach various regions and new markets (Udoagwu, 2022).

Before conducting this strategy, a company should analyze and run the process of planning, pricing, also advertising about company goods, services to their customers or prospect customers for a profit. Beside analyze about the things above, company also need to do a research, forecasting, and designing strategies to sell the goods, and promote their services in target country market (Devita, Nawawi & Aslami, 2021).

All of this research is needed because when a company implement international marketing strategy they must know the opportunities and local competition that they will have later on (Devita, Nawawi, & Aslami, 2021).

There are several strategy that also can be used when a company try to implement the international marketing strategy, one of the strategy is Public Relations strategy. Public relation marketing is one a technique for disseminating information, providing education about the company and products, increasing trust and confidence, and gaining sympathy and support from the general public.

In achieving this goal, public relation strategy most of the time combined the strategy with pull strategy, push strategy, and pass strategy. Combining marketing and public relation with advertising could help the company get more of the results that the company want, the public relations things also beneficial in spread the image, increasing brand awareness, and knowledges of the company (Devita, Nawawi, Aslami, 2021).

One of start-up company that used this is Shopee. Shopee was established in 2015, develop their market from Indonesia, Singapore, Malaysia, Vietnam, Thailand, also Philippine (Roihan, 2022). Shopee is a Startup company originally from Singapore with Forrest Li as the founder. Shopee reach a significant development in ASEAN region.

In Indonesia itself Shopee has several competitor such as Tokopedia, Lazada and Bukalapak as the list of famous marketplace in Indonesia (Roihan, 2022).

Shopee used the international marketing, and implement that by used the public relation marketing and combined it with the push, pull, and pass strategy. Shopee also analyze the global market in Asia, get along with the local competitor so by that Shopee could manage the exact plans in applying their marketing strategy and compete with others competitor in every countries market where their decide to established such as Indonesia, Vietnam, Malaysia, Thailand, Philippine and Singapore.

There are 10 principles that should be known by the leader of the business before they conduct the international marketing and global branding, which are;