This paper initially talks about the global market and marketing in general and the process of globalization which in today's world is gradually abolishing restrictions on the flow of goods and services between different countries and advocating for completely free market competition at the global level. It is considered how the process of globalization affects national markets, ie what impact it has on economic entities operating in these markets. It then deals with the theoretical foundations of marketing multinational companies as well as adapting the elements of the marketing mix to the target market. In the following, the paper looks at contemporary economic theories of foreign trade, the theory of economies of scale of production, and talks in more detail about the theory of product life cycle and Linder's theory of foreign trade and shows how trade between countries with a similar demand structure depends on their per capita incomes. After that, it states the motives and goals of multinational companies entering the international market and deals with external and internal factors that influence internationalization. The paper then outlines and more closely describes some of the possible strategies for entering foreign markets such as: independent market entry, market entry by buying another company, partnership options, exports as the least risky strategy of entering a foreign market, licenses as an entry strategy, joint ventures and direct investment as a market entry strategy. Then, the paper discusses some of the newer strategies for entering the market, such as umbrella strategy, lightning rod strategy and bridge strategy, and lists other recent strategies. At the end of the paper, a case study of the company ISOCLIMA when entering the Croatian market is presented. The paper analyzes the market entry strategy used by ISOCLIMA on that occasion. In parallel with this analysis, the current social and economic situation in the Republic of Croatia during the entry of ISOCLIMA into Croatia is analyzed, as well as the process of adaptation and standardization through the aspect of the marketing mix.