In accordance with the removal of national borders, EU Market Integration makes both European and non-European companies possibe to pursue an economy of scale in the single market. The most changed areas caused by EU Market Integration are 1)change of the sales and production environment, 2)change of the consumption environment, and 3)change of the distribution environment.
This study suggests that the Korean business units coping with the changing environment in the single market need to reinforce its marketing strategy in order to enhance the market competitiveness. Major fields that need to be changed are drawn to be in the areas of 1)marketing and sales organization, 2)communication and promotion strategy, and 3)distribution channels and physical distribution system.
But the marketing strategy suggested in this study should be interpreted with caution, since the study has some limitations in application, such as increases of expense and economy of scale in sales volume.
