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Specification: 

  • Global marketing

Click to read the article below and then answer the questions:

How the KitKat went global

  • Explain one factor that has contributed to the globalisation of a business such as Nestlé

  • Analyse the importance to Nestlé of adopting a polycentric approach to marketing KitKat in Japan 

  • Provide two reasons why a business such as Nestlé might choose to enter an international market

  • A business must adapt its product or service if it wants to successfully implement a strategy of internationalisation. To what extent do you agree with this statement?

Peter McGinn, Harton Academy

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