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The company started in 1866 making infant formula and was considered international at the start (Casteora, P (2007) Pg.314). It is important to adapt the marketing strategy when dealing with international markets. Very good introduction
Nestle has handled its international affairs with excellence. Nestle is a strong and growing company. Very true “Today, it sells more than 8,500 products produced in 489 factories in 103 countries” (Casteora, Pg. 314). Very good support data Nestle strategy is “four points: (1) think and plan long term [hyphen required], (2) decentralize, (3) stick to what you know, and (4) adapt to local tastes” (Casteora, Pg...
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