NESTLE INTERNATIONAL MARKETING STRATEGY CUSTOMISATION. INTERNATIONAL BUSINESS AND GLOBAL ENVIRONMENT

      Аннотация: The book is brief presents the challenges a leader with high-level education managers of Nestle above can face while attempting to tailor its international marketing strategy to address under different foreign market conditions along with its drivers. The brief comprises critical reflection and analysis based on Quelch al. (1986), supported with theories of Porter et al. (1986) and additional relevant academic literature and Nestle company's information. Quelch al. (1986) have highlighted the challenges in the customization of Nestle marketing strategies. Along with the critical reflection, an analysis is made based on academic literature are presented to highlight the manager of Nestle's problems with drivers behind the pressure to customize its elements. These are competitive conditions, customers, and Leader's decisions with decentralized organization structure serve as a crucial driver of tailoring its international marketing strategy for its survival. Moreover, this customization required flexibility in its brand elements, marketing-mix to target the specific country abroad of its introduction.

Ключевые слова: Decentralized, Management, Decision, drivers, customisation, Nestle, Nestle management, Nestle global, Nestle UK, Marketing Mix, Nestle key drivers competitive conditions, Nestle brand element, International business and global environment, LIMITED PRODUCT FOCUS, INCONSISTENCY IN BRAND IDENTITIES, CHANGE IN CONSUMER PREFERENCES, SLOW NEW PRODUCT LAUNCHES, COMMUNICATION GAP, PRODUCT PRICE CHALLENGE, international marketing strategy