MKT 701 Module 3 Discussion 5 Louisiana State University Shreveport
MKT 701 Module 3 Discussion 5
Marketing managers must consider international opportunities given that fact that we live in a global economy. There are many reasons why it makes sense to conduct business abroad including identifying international trends and gaining competitive advantage.
Nestlé is a successful global company with a great strategy. They offer a wide range of food and drink products like cereal, baby food, dairy products, coffee, tea, bottled water, snacks, and chocolate. In 2011, the Fortune Global 500 listed Nestlé as the #1 most profitable company. The “Nestlé way” is to dominate its markets using a strategy that can be summarized in four basic points: long-term planning, decentralized management, sticking to what they know, and adapting to local tastes.
Several years ago, marketers at Nestlé found success with the KitKat Postal campaign in Japan, one of the most competitive retail markets in the world. Briefly describe how this campaign typifies Nestlé’s strategy and provide another example of an international opportunity that was identified and capitalized upon by a global company (Nestlé or any other).
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Posted 08 Feb 2019 11:02 PM
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