Global Marketing and Communication

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GLOBAL MARKETING AND
COMMUNICATION
[Type the document subtitle]
6/23/2019
acer

GLOBAL MARKETING AND COMMUNICATION
1
Contents
Introduction......................................................................................................................................2
Global strategies..............................................................................................................................3
Product Glocalized strategy.........................................................................................................3
Promotional Glocalised strategy..................................................................................................4
Target market...................................................................................................................................6
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

GLOBAL MARKETING AND COMMUNICATION
2
Introduction
Global companies have various opportunities and threats as they are trading their products across
the globe, for this, the company need to formulate globalized strategies that are suitable for the
company and will be responsible for the company’s success. The global companies are
successful in the case when they are manufacturing and selling the same products around the
globe, however, some alterations can be made while trading in some countries. The report’s
purpose is to assess the global strategies that would discuss localization, glocalization, and
globalization considering an organizational case (Adam & Kotler, 2014).
Nescafe is one of the initial coffee brands of Switzerland made by Nestle. The company was
formed in 1938, selling coffee in different forms across the globe. The company helps coffee
lovers to have their favorite beverage everywhere. Moreover, the company planned to support
coffee farmers, support local communities and inspiring the upcoming farmers, and provide
coffee to the customer without harming the planet. Thus the report will include global strategies
and target market of the company in the upcoming sections (nestle, 2019).

GLOBAL MARKETING AND COMMUNICATION
3
Global strategies
When a company is entering into a foreign market there are various constraints that the company
needs to consider. The decision is to adapt the product offering or carrying out business with a
standardized format. Thus, it can be said that localization involves the company entering into the
international market with the products available and selling their local products; this is the
suitable strategy with companies that are not dealing in export like grocery companies, for
example, Lidl that is a German grocery company (Bach, 2017).
Another strategy is a global strategy that is having standard products that the company will sell
around the globe with global product and price. For instance, Microsoft, is selling the software
across the globe with the same standards related to the product, price, place, and promotion
strategy. However, with the changing environment the major challenge faced by the company
trying to go global was the difference in culture, religion, taste and preferences, and another
market scenario, which makes the global strategy a cause for failure. The issue identified comes
up to the blend of localization and global strategy that is the globalized strategy. This includes
adapting the standard strategy but with some variations that would be suitable to the local market
where the company is entering (Balmer & Abratt, 2016).
Nescafe has adopted glocalization strategy; the product strategy and promotional strategy are the
key elements that would be glocalized product strategy and glocalized promotional strategy
(chinadaily, 2019).