These factors support determining the profitability and performance of the company from different aspects. It has also been identified that international diversification can cause an organization to reach a high level of risk. According to many theories, the acceleration of technological changes and product diversification can cause a decrease in the value of the company. If it is excessive diversification. It is also established that achieving growth through market development can be the main factor influencing the choice of market expansion strategy. Internal barriers were identified and analyzed as those factors that do not directly influence the choice of market expansion strategy but influence operations in the international market and can influence this decision. But the most important element is the level of risk awareness on the part of the management, which does not influence the choice or the market expansion strategy but overall the internationalization and diversification