1. What is meant by “global localization?” Is Coca-Cola a global product? Explain.
2. A company’s global marketing strategy (GMS) is a crucial, competitive tool. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies.
3. UK-based Burberry is a luxury fashion brand that appeals to both genders and all ages. To improve Burberry’s competitiveness in the luxury goods market, CEO Angela Ahrendts recently unveiled a new strategy that includes all the elements of the marketing mix. Their strategy also addresses key markets that Burberry will participate in, as well as the integration and coordination of marketing activities. Search for recent articles about Burberry and write a brief summary that outlines Burberry’s GMS.