What does it mean to be a global organization? Why is nestle organization global?

Discuss the main success factors of the global brand(nestle) . What is the marketing strategy, competitors and competitive advantage?

Discuss the concept of globalization vs. customization and the measures taken by the nestle to recognize that offerings and communication should be adapted to local preferences and conditions. Support your answer with solid examples.

Discuss the main challenges faced by the nestle in brand building such as positioning, communication, environmental change, product life cycle, brand equity, market share, consumer behavior, etc ..