International Marketing Analysis: Gillette Company's Strategies

This report provides an overview of international marketing strategies, using Gillette Company as a case study. It explores the organizational structure of Gillette and defines international marketing. The report then delves into different international marketing approaches, including ethnocentric, polycentric, and geocentric strategies. It compares and contrasts home and international orientation, analyzing how Gillette can assess its competitors in both domestic and international markets. Furthermore, it recommends that Gillette adopt a combination of both orientations to maximize opportunities in the global market, supported by increased market research, technological investments, and effective promotions. The report concludes that understanding international marketing is crucial for organizations aiming to expand globally and highlights the significance of adapting strategies to accommodate differences in languages, cultures, and consumer perceptions. References from Bianchi and Mathews, and Perera and Hewege are included.