Nestle Baby Formula

Executive Summary


International marketing has become more important to companies as the world shifts from distinct national markets to global markets. Globalization brings homogenization of consumer needs, liberalization of trade, and competitive advantages of operating in international markets. Companies are now forced to think and act globally in order to survive in such a dynamic environment. In today’s global market many companies are finding that there are great opportunities abroad. Companies are challenged to design new marketing programs/strategies that will work across many countries with different economic, political, social, and cultural characteristics.
Nestle was found by Henri Nestle in 1867 had become the world’s largest food processing company that had revenues of more than $10 billion in 1977 and with sales greater than Coco-Cola and Pepsi combined. One of these products that generated so many sales for Nestle was its infant formula. These infant formulas ...