Why would some companies choose to expand their retailing internationally when they already have success in their local market? There are multitude of reasons like proximity to consumers, tapping into new markets, access to diversified talent, and increasing brand recognition.
For example, Nike has expanded internationally in order to come up with new business ideas for the brand to expand in a sustainable economy, such as South Korea and Taiwan. Nike is focused on sustainability as it recognizes the fact that to sustain it’s market dominance, it has to continue delivering innovative products and consumer experiences. In turn, sustainability means profitability
Coca-Cola is a brand that has marketed internationally for diversification reasons. They are able to market through social media and television for increased sales in other countries such as China, India, and South Korea. They also recently bought a Mexico branded water Topo Chico in an effort to expand and grow for a more diversified portfolio.
Works cited: https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2017/12/5-benefits-of-international-expansion.html#:~:text=Many%20businesses%20expand%20internationally%20to,bottom%20line%20against%20unforeseen%20events.&text=Companies%20also%20can%20utilize%20international,maintain%20a%20positive%20revenue%20stream.
https://csnews.com/coca-cola-unveils-global-brand-marketing-strategy