This report provides a comprehensive analysis of international marketing, using Unilever as a case study. It begins with an introduction to the importance of international marketing and the role of multinational companies like Unilever. The report then delves into the key arguments in the global versus local marketing debate, justifying Unilever's global business approach. It examines product, pricing, promotion, and distribution strategies in the international context, exploring international marketing approaches such as centralized and decentralized models, and organizational structures. A comparison between home and international orientation is provided, highlighting the ethnocentric and geocentric orientations. The report concludes with recommendations for the company, drawing on the analysis of various marketing strategies. The report includes detailed explanations of key concepts, approaches, and strategies, along with references to relevant literature.
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