Global Product Category Strategy
Possibly the least integrated type of global marketing strategy is the global product
category strategy. Leverage is gained from competing in the same category country
after country and may come in the form of product technology or development costs.
Selecting the form of global product category implies that the company while staying
within that category will consider targeting different segments in each category or
varying the product, advertising and branding according to local market requirements.
Companies competing in the multi-domestic mode are frequently applying the global
category strategy and leveraging knowledge across markets without pursuing
standardization. That strategy works best if there are significant differences across
markets and when few segments are present in market after market. Several
traditional multinational players who had for decades pursued a multi-domestic
marketing approach-tailoring marketing strategies to local market conditions and
assigning management to local management teams- have been moving toward the
global category strategy. Among them are Nestle, Unilever and Procter&Gamble,
three large international consumer goods companies doing business in food and
household goods.
Source: Docstoc.com