Diageo is a multi-national company exporting and distributing many major liquor products around the world. As the company expanded internationally, they realised that international marketing is generally more complex than domestic marketing due to:

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discuss the political, economic, sociocultural, technological and legal forces at play in international markets. Political, economic, sociocultural, technological and legal forces are all at play in the international marketing environment. Marketers that engage in international marketing need to develop an understanding of how these forces differ from the more familiar forces in their home countries, in order to select appropriate target markets and to amend their marketing approach.

Diageo Is a Multi-National Company Exporting and Distributing Many Major