Brand Differences

User Generated

cvaxl0101

Business Finance

Wilmington University

Description

International corporations must decide whether to take a standardized approach to the market (Table 8.1 in Kotler & Keller) or an adapted approach. Pick one of the international firms from the list below and research at least one product sold by the firm in their home market and their international markets. (Choose two regions or countries)

  • Report on the significant differences in brand characteristics for each country. There could be changes in product features, packaging, channels, and pricing among others, in different global markets.
  • What are the unique characteristics of the markets that may have been the reason the adaptations were made?

Choose from the following:

  • Procter & Gamble
  • Colgate-Palmolive
  • Nestle
  • Toyota
  • Honda

DUE: Sunday

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Explanation & Answer

Attached.

Running head: BRAND DIFFERENCES

1

Brand Differences
Institution Affiliation
Date

BRAND DIFFERENCES

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Introduction
International corporations are businesses that exist in more than one country and have
locations all over the world. When international corporations decide to expand to other
markets, they can either use the standardized approach or the adapted approach. Procter &
Gamble is one of the world largest multinationals with headquarters in the United States and
has been in existence since 1837. The company is the leading manufacturer of cleaning
detergents and personal care products among others.
Significant differences
Different markets have different characteristics and so it would be wrong for a
business to use similar strategies across all markets. Bra...


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