These factors support the determination of profitability and performance of the business in different aspects. It is also identified that international diversification can lead an organization to reach the high risk level. According to many theories, accelerated technological change and product diversification can lead to a decrease in firm value. If it's excessive diversification. It is also determined that achieving growth through market development can be the main factor that affects the choice of market expansion strategy. Internal barriers such as factors that do not directly influence the choice of market expansion strategy but affect operations in the international market can also affect this decision, have been identified and analyzed. But the most important element is the level of risk awareness of management, which does not influence the choice or strategy of market expansion but rather internationalization and diversification.