Impacts of International Marketing on Break-Even Analysis

Abstract

This study aimed to examine the impact of international marketing on break-even analysis. Specifically, the study ascertained the extent of application of international marketing, identify various challenges faced by international organization during the process of international marketing and give recommendations on ways international marketing can help international organization to break-even among Guinness Nigeria customers in Cotonu, Republic of Benin. The study employed as descriptive research design with a a population size of 250,021 who are registered customers of Guinness Nigeria customers in Cotonu, Republic of Benin. Approximately 10% of the entire population was chosen i.e. two hundred and fifty (250) respondents using a simple random sampling techniques. The reliability of the instrument was analysed using Cronbach’s α with a value was 0.75 while data were analysis with the use of descriptive research design. Findings of the study shows that SWOT analysis has an impact on international marketing system, application of market segmentation plays a role in international marketing, marketing information system as an impact on international marketing, micro and macro environmental plays a key factor in global marketing. The significance of promotion in international marketing is crucial. In conclusion, based on the result of the findings international marketing as great effect on break-even analysis having a significant impact on profit planning. International marketing plays a pivotal role in enhancing a company's ability to achieve break-even in a competitive global environment. The study therefore recommended that business organizations should also use break-even analysis data to determine the price which gives the desired break-even points for them to sell and remain in business internationally.