Globalization is a phenomenon faced by companies in the contemporary world economy. It has created many challenges, but also opportunities. As consumers have more choices and choices, they must ensure the high quality of their products and ensure their availability, but these products can not be sold equally in different countries. International marketing takes into account more factors and deals with the influences that include culture, market saturation and customer behavior. Marketing is a set of activities that a certain company does in order to achieve the best results in the market where focus focuses on sales, profit making, market share taking, market positioning and the acquisition of new markets. Orientation to international markets and internationalization of business activities requires stronger marketing that provides timely and adequate identification of opportunities and opportunities as well as the risks and constraints that come from one such international environment. The greatest challenges faced by marketing experts are the efficient and effective management of foreign market activity. Since the marketing objectives and the structure of competition on the foreign market are determined by a high degree of specificity, it is necessary to precisely define and implement appropriate marketing strategies. The strategy of international marketing includes planning decisions related to the marketing concept, choice of target market, combination and the use of appropriate marketing mixes. Inchoo applies a specific marketing mix and a standardized strategy on the international market. The proof of success is surely the financial result it has achieved, but also the reputation it has created over the years.