100 Words Any international company must consider several uncontrollable forces when they consider breaking into another countries market. The top three of those forces are cultural, economic, and political-regulatory. Cultural diversity can be extreme between countries. Cultural forces include values, customs and language. The Ethic s Resource Center defines values as “Core beliefs that guide and motivate attitudes and actions.” That definition does a good job at revealing why cultural values are a critical consideration for marketing strategists. The attitudes and actions affect purchasing choices, and eventually sales and profits. Customs are the normal ways of doing things in a country. (Kerin, Hartley, Rudelius, 2010, p. 144) Economic factors certainly vary between countries and have a huge influence on purchasing choices and opportunities. These factors include financial infrastructure, personal income, and definitely exchange rates with the international company’s home country. (Kerin, Hartley, Rudelius, 2010, p. 147) The third critical uncontrollable force is related to political-regulatory concerns. Government controls can be a huge influence on trade, especially global trade. Export laws and licensing can make or break an external company’s ability to trade. (Kerin, Hartley, Rudelius, 2010, p. 148) These three factors must be heavily considered in the marketing plan or struggle and even failure can await an international company like Nissan. For instance, the economic factors in many parts of India make buying a car a luxury. Nissan has made part of their marketing strategy India include reducing the cost of a car to such a low level that consumers who have never owned a car can consider it. (Mukherjee/Business Standard, 2012) Another example of considerations Nissan must make is related to political-regulatory concerns in dealing with a country like Brazil or China. Those countries have heavy regulations regarding “imports”. Nissan’s strategy in Brazil is to manufacture the cars inside Brazil to avoid import restrictions. (Nissan News Release, 2011) Only after understanding the cultural, economic and political-regulatory factors of another country can companies like Nissan have success in marketing their products there.