Conducting business on a global basis is difficult under the best of circumstances. In turbulent markets affected by political and economic unrest such as the present economic slowdown or by the information revolution and environmental change, continuing to follow the same marketing strategy is extremely risky. Companies therefore need to examine their ways of doing business, and the concepts and methods they use, and then decide what to keep, modify, delete and most importantly add.

The Research paper focuses on two primary issues. First how to scan the global environment and prioterize the market. Second developing market mix according to the country specific. The paper is an attempt to throw lights on issues that governs international marketing

Keywords: Global Business, Standardisation, Adaptation. Latent Demand