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Submitted by Golfer12 on July 26, 2008
Category: Business
Words: 455 | Pages: 2
Views: 36
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Running header: INTERNATIONAL MARKETING ADAPTATION
International Marketing Adaptation
University of Phoenix
MKT/450
December 10, 2007
International Marketing Adaptation
Nestle is a well known company that adapts to international markets. Nestle makes the following items bottled water, baby food, dairy products, breakfast cereals, ice cream, beverages, chocolates, and more. The company started in 1866 making infant formula and was considered international at the start (Casteora, P (2007) Pg.314). It is important to adapt the marketing strategy when dealing with international markets. Very good introduction
Nestle has handled its international affairs with excellence. Nestle is a strong and growing company. Very true “Today, it sells more than 8,500 products produced in 489 factories in 103 countries” (Casteora, Pg. 314). Very good support data Nestle strategy is “four points: (1) think and plan long term [hyphen required], (2) decentralize, (3) stick to what you know, and (4) adapt to local tastes” (Casteora, Pg. 315). The fourth point is what helps the company when they enter a new market. There is a situation when Nestle bought a milk operation. Here is how they adapted to better their product. Nestle “sent technicians into the field to help Polish farmer improve the quality and quantity of the milk it buys through better feeds and improved sanitation” (Casteora, Pg. 315). Since the quality and quantity increased in Poland, [Remove comma] it helped their chocolate factor that is also in Poland. Since the product is part of the marketing strategy, Nestle adapted the environment of the cows to help their product. Very good insight into the strategy
Nestle adaptation in Poland was a success. Nestle has excellent chocolate due to the adaptations they did in Poland. The article did not have anything about Nestle adapting the price in different areas. Price...
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