International corporations must decide whether to take a standardized approach to the market (Table 8.1 in Kotler & Keller) or an adapted approach. Pick one of the international firms from the list below and research at least one product sold by the firm in their home market and their international markets. (Choose two regions or countries)
- Report on the significant differences in brand characteristics for each country. There could be changes in product features, packaging, channels, and pricing among others, in different global markets.
- What are the unique characteristics of the markets that may have been the reason the adaptations were made?
Choose from the following:
- Procter & Gamble
- Unilever
- Colgate-Palmolive
- Danone
- Nestle
- General Motors
- Toyota
- Honda