Suresh George

Global Marketing Management System

The Global Marketing Management System. Phase 1: Company Situation Analysis. Phase 2: Determining Global Market Opportunities. Phase 3: In-Depth Market Analysis And Sales Potential. Phase 4: Entry Strategy And Development Of The Marketing Program. Appendix A: Company Profile Questionnaire. Appendix B: Product/Marketing Questionnaire. Appendix C: Omega Company Case Study. Appendix D: International Organizations (Omega Co. Case Study). Appendix E: Le Cafe. Appendix F: Glossary of Terms.

Case Study 1: Nestlé in Mexico: The Good Food Versus The Good Life Dilemma

This case addresses the fine balancing act that Nestle had to perform when managing the expectations of its stakeholders. On one hand, the company had to answer the calls addressed by its secondary stakeholders—such as non-governmental organizations and activist groups—and make addressing childhood obesity one of its main corporate communication messages. Simultaneously, Nestle had to continue to promote sales of its high calorific products and satisfy its primary stakeholders, such as its stockholders or current consumers. This case study explores the dilemma that Nestle was confronted with when choosing how to answer the pressures and expectations of these distinct groups. The intricate intertwining of potentially non-overlapping goals, strategies and ethical conflicts are explored, with a focus on the company’s marketing communication strategy.

Teaching Note: Case 1: Nestlé in Mexico: The Good Food Versus The Good Life Dilemma

Nestle, the largest food company in the world, built on the slogan “good food for good life”, has been under scrutiny especially in emerging markets for presumably utilising unethical marketing strategies. In 2014, Nestle was fined in Mexico for promoting heavily calorific products during TV programs targeted at children. In contrast, Nestle is the main sponsor for various interventions aiming to reduce the obesity epidemic in Mexico. For instance, Nestle is the main sponsor of “Unidos por Ninos Saludables” (United for Healthy Children), a national information campaign initiated by the Mexican Health Department, which seeks to educate parents about better diets for their offspring.

Transformative Experiences in Teaching International Business: A Study Using an Online Blended Learning System across Geographies and Contexts

This chapter attempts to address one of the most important challenges faced by international business faculty, that is, how to bring the real world into the classroom or training environment by providing the needed platform and systematic step-by-step process to support students in their roles as managers and decision-makers in a global setting. Business students have an affinity for learning practical business skills.