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dc.contributor.advisorAldamiz-Echevarría González de Durana, Covadongaes
dc.contributor.authorManzaneque Corona, Estibalizes
dc.contributor.otherF. CC. ECONOMICAS Y EMPRESARIALESes
dc.contributor.otherEKONOMIA ETA ENPRESA ZIENTZIEN F.es
dc.date.accessioned2014-06-30T17:17:50Zes
dc.date.accessioned2015-02-26T10:41:22Z
dc.date.available2014-06-30T17:17:50Zes
dc.date.available2015-02-26T10:41:22Z
dc.date.issued2014-06-30es
dc.identifier.urihttp://hdl.handle.net/10810/14506
dc.description.abstractThe focus of this project is going to be, as the title indicates, on the comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences. In order to do that, I have selected the company Nestlé to analyze the marketing decisions it makes across national boundaries to market the brand of Kit Kat and keep it as a leader snack worldwide. After having analyzed the brand in all continents, I can say the execution of the strategy used by Nestlé with Kit Kat really matches the planning of the strategy which is to think globally and act locally. Nestlé uses global brand identity but, from the internal point of view, it uses local ingredients and gives autonomy to its local branches based in different countries to make pricing and distributions decisions and therefore satisfy different consumers’ needs and preferences in local environments where changes happen very rapidly. The “glocal” approach to marketing is an effective way for Nestlé Kit Kat to stay focused on the consumer in worldwide markets.es
dc.language.isospaes
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectinternational marketinges
dc.subjectNestlées
dc.subjectcultural adaptationes
dc.subjectmarketing mixes
dc.subjectkit kat
dc.titleComparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differenceses
dc.typeinfo:eu-repo/semantics/bachelorThesises
dc.date.updated2014-06-30T15:07:43Zes
dc.language.rfc3066enes
dc.rights.holderAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.contributor.degreeGrado en Administración y Dirección de Empresases
dc.contributor.degreeEnpresen Administrazio eta Zuzendaritzako Graduaes
dc.identifier.gaurregister52824-625658-10es
dc.identifier.gaurassign12280-625658es


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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International