International Marketing Strategies: Unilever vs. Nestle Case Study

This case study examines the international marketing strategies of Unilever and Nestle, focusing on their approaches to ethical and legal considerations in a global market. It explores how each company navigates the complexities of international marketing, including their responses to consumer health and wellness trends. The study delves into the practical and legal consequences of different marketing approaches, such as pragmatic, complacent, and responsible strategies. Furthermore, it highlights the ethical frameworks and actions taken by both companies to operate in a responsible and sustainable manner. The conclusion emphasizes the importance of ethical practices for long-term business sustainability. This analysis is based on secondary data, including published research and academic journals. The assignment includes references to relevant literature, such as Cateora et al. (2020) and Morgan et al. (2018), providing a comprehensive overview of international marketing principles and practices.

International marketing,
uniliver vs nestle case study

Table of Contents
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Executive Summary ........................................................................................................................1
INTRODUCTION...........................................................................................................................1
Explain practical and legal consequences of different approaches.............................................1
Steps that are taken by respective firm in terms of operating business in ethical and legal
manner.........................................................................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

Executive Summary
This case study is based on the international marketing of brand Uniliver vs Nestle based
on secondary data of research.
INTRODUCTION
International marketing is refer as the trading of goods and services among different
nations it helps in effective operation of business organisation that reflects higher business
growth (Cateora and et. al., 2020).
Explain practical and legal consequences of different approaches.
Pragmatic approach: Nestle working for changing the lifestyles of customers due to unhealthy
habits.
Complacent approach: It is the term where someone feels that not need to do anything towards a
situation. Uniliver sifted firm's focus towards higher potential growth so as to increase market of
firm.
Responsible approach: It is based on social responsibility and fulfil obligation to work based on
this approach Nestle focusing on both health and wellness of customers and try to give them
best.
Ethical approach: Uniliver is stick towards its profile and eliminate products that are preserved
as unethical for customers.
Steps that are taken by respective firm in terms of operating business in ethical and legal manner.
In context of Uniliver and Nestle both firms can focus on doing right think whether it is
not profitable for business point of view but affects society. Hire rights employees and
internalize ethical behaviour within the firm so as to make firm valuable. Seek and find ethical
role models that influence employees towards ethical behaviours at workplace (Morgan, Feng
and Whitler, 2018).
CONCLUSION
As per above report it is observe that there are some ways that help business firms to
become ethical in order to sustain for long terms.
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REFERENCES
Books and Journals
Cateora, P.R. and et. al., 2020. International marketing. McGraw-Hill Education.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
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