International operations are not the priority, but are seen as a profitable extension of domestic operations. Mr. Headley specifically states that the development of the U.S. market is the company's top priority. There is no adaptation of Almond Roca to meet other local tastes, even though the company recognizes the differences. This does not mean that the company is not serious about its international operations. They have consciously chosen this strategic approach.
Multidomestic marketing involves significant adaptation to local market demands.
Product adaptation may be necessary, and the company may choose to establish subsidiaries in each country operating on a relatively independent basis. Control, as we discussed in the last lesson, would be decentralized when this approach is adopted. Under a global marketing approach, a company tries to achieve economies of scale by selling standardized products around the world. This approach requires a global strategy. The global approach assumes that individual country markets are converging and the world market is seen as a unit.