Comparative Analysis of Marketing Strategies of International Companies on the Markets of Brazil, China and Russia (on the Case of Danone Company)

Due to globalization, developing countries have become more competitive (Lall, 2001), thus, companies pay more attention to emerging economies as sales markets. Despite this fact, marketing activities have been examined primarily on the example of developed countries (Eisend, Evanschitzky, & Calantone, 2016). Consequently, marketing strategies of foreign companies on the emerging markets remain unstudied. However, there is a great potential to investigate developing economies and marketing strategies of the companies, operating there (Burgess & Steenkamp, 2006). Therefore, the aim of the study is to provide extensive information on similarities and differences in marketing strategies. This study, based upon descriptive and evaluative methods of analysis, will prove or disprove the hypothesis that marketing strategy should incorporate specific country features and common strategy for developing markets should not be applied. This study will contribute to reconsidering the global approach by scholars, companies and countries on the case of Danone company on such markets as Brazil, China and Russia.