Comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences

The focus of this project is going to be, as the title indicates, on the comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences. In order to do that, I have selected the company Nestlé to analyze the marketing decisions it makes across national boundaries to market the brand of Kit Kat and keep it as a leader snack worldwide. After having analyzed the brand in all continents, I can say the execution of the strategy used by Nestlé with Kit Kat really matches the planning of the strategy which is to think globally and act locally. Nestlé uses global brand identity but, from the internal point of view, it uses local ingredients and gives autonomy to its local branches based in different countries to make pricing and distributions decisions and therefore satisfy different consumers’ needs and preferences in local environments where changes happen very rapidly. The “glocal” approach to marketing is an effective way for Nestlé Kit Kat to stay focused on the consumer in worldwide markets.

Investigations on the vertical migration of planktonic Crustacea in the Bodensee-Obersee. [Translation from: Schriften des Vereins fur Geschichte des Bodensees und seiner Umgebung, 87, 177-187, 1969.]

The vertical zoning of the planktonic Crustacea in a lake is the expression of a complex set of different factors. Besides the measurable, external influences such as light, temperature, acid and C02 stratification, a particularly large part is played by internal factors, which co-ordinate a specific reaction in each species depending on state of development, age and sex. Supporting this extensive, predictable, annual course of diurnal depths and the daily vertical migrations, whose extent is again dependent on external conditions, primarily of course on the amount of light. The individual factors mentioned, however, are here also of great significance. Within the scope of a long-term study of the planktonic Copepoda of Lake Constance, some day and night series were in 1963 also carried out in the Obersee, in order to obtain at least volumetric data on the extent of the daily migrations of these creatures.

The changes in various iron compounds in culture media for algae. [Translation from: Archiv fur Hydrobiologie Supplemente Band 38(1/2) 151-169, 1970.]

The purpose of this work is a contribution to the quantitative record of the use of iron by planktonic algae. Preliminary experiments with Chlorella to determine the rate of iron intake in the presence of inorganic sources of iron did not produce the desired result. The crucial point of this work is the investigation of the influence of various external factors on the stability of FeEDTA (FeEDTA = Ferric(III)-compound of ethylene-diamine tetra-acetic acid), since this compound appears to be particularly well-suited as a source of iron for planktonic algae (e.g. TAMIYA et al. 1953). Cultures of Chlorella fusca in a light thermostat were used in experimental research. Methods and results are discussed.

For the determination of iron (II) and total iron with 2,2'-dipyridyl in mineral waters. Reduction of iron (III) with ascorbic acid [Translation from: Zeitschrift fur Analytische Chemie 209 340-341, 1965]

The determination of bi- and trivalent iron in proximity, in mineral waters has gained in significance, on biological and technical grounds. This short paper describes the procedure of the determination of bivalent iron and total iron in a water sample.

The effects of temperature on growth and metabolism of flowing water cold-stenotherms [Translation from: Archiv fur Hydrobiologie 74(4) 479-495, 516-522, 1974]

A small stream in the French Alps was sampled at regular intervals to determine the size distribution of animals for growth studies. The temperature was also measured. The results obtained for Gammarus fossarum were compared with laboratory cultures and the laboratory animals were physiologically and chemically analysed. Chemical analysis was also carried out on field animals.

Mechanism of red colouration in Tovel-See (”Conclusions” only) [Translation from: Archiv fur Hydrobiologie 38 299-302, 1941]

Cases of red colouration in small lake basins, due to the abundant appearance of microorganisms have long been known. Usually it is caused by a fast, sudden, intensive propagation (so called ”bloom”) of Cyanophycae and bacteria. (e.g. Oscillatoracae, thiobacteria etc.). An exception to this is the red colouration of Tovel-See, an alpine lake basin in the Dolomites of the Brenta group (Trentino), lying at a height of 1178 m and hidden in the woodland of a valley. Here the red bloom has a double rhythm: a daily and a yearly rhythm. The colouration of one part of the lake takes place in the warmest months of the year (i.e. July, August, September) and in the middle hours of the day. The immediate origin of the bloom has been known for a long time: it is caused by the Peridinacae Glenodinium sanguineum. This paper describes the phenomenon of red colouration of the lake and discusses its conditions.

A study of flow conditions near the substratum in an experimental channel [Translation from: Verhandlungen der Internationalen Vereinigung fur Theoretische und Angewandte Limnologie 18, 718-725, 1972]

In a slow flow, on a smooth uniform substratum, a limited bed allows the existence of currents slow enough for benthic invertebrates. These conditions rarely occur naturally. The investigations carried out in this work aimed, on an intermediary scale, to define the influence of irregularities in the substratum on flow near the bottom. The substrata used were made of glass marbles. The investigations were carried out in a transparent channel of 70 cm in length and a rectangular section 10 x 5 cm. The data was analysed to study the general evolution of flow in terms of average speeds and the appearance of the turbulence near the bottom.

An identification key of the most important German freshwater teleost fishes by means of their eggs [Translation from: Archiv fur Hydrobiologie 83(2), 200-212, 1978]

The fetal and larval development of many freshwater fish is already relatively well covered. Coverage of the morphology of fish-species' eggs is very sparse. For this reason the authors have attempted to prepare a key on fish eggs which covers the bulk of German Teleostei fish. The key also includes a discussion of problems of categorization and terminology.

Comparative drift studies on streams in lower Austria (Flysch, gneiss and chalk formations) [Translation from: Schweizerische Zeitschrift fur Hydrobiologie 30 138-185, 1968.]

Seasonal changes and flooding have an extraordinarily great influence on the drift of organisms. The free water space plays the main part in the provision of food for some fish (Salmo trutta - trout): drift and content of the stomach are balanced here (Simuliidae): whereas others (Thymallus vulgaris) only selectively chose certain animals living at the bottom (molluscs). The total drift, drift of organisms and drift of organic material and minerals, plays a main role in the rate of production in streams. Besides the biology of the organisms living on the river bed, also the geological and hydrographical situation of the area plays a very important role for the composition of the drift. During the years 1964-1966 three streams in the characteristical geological formations flysch, gneiss and chalk of lower Austria were studied in regard to their drift. The Tulln (above St. Christopen), the Krems (above Senftenberg) and the Schwarza (above Hirschwang) seemed to be ideal for this comparative study because they are easy to reach. After summarising the hydrography and chemistry of examined rivers, the author examines the relationship between water level and total drift and the stratification of the total drift before analysing the drift of living organisms. Also considered are seasonal changes of drift of organisms and drift of exuviae.

On new or insufficiently-known Chytridinae [Translation from: Archiv fur Protistenkunde 54 168-173 + pl.9, 1926]

This partial translation of a larger paper provides taxonomic descriptions of 5 fungal zoospores species: Olpidium vampyrellae, 0. pseudosporearum, 0. leptophrydis, Rhizophidium leptophrydis and Chytridium lateoperculatum.

Towards a knowledge of chytrids. Part 3. Spirospora paradoxa nov.gen. - nov.spec. [Translation from: Archiv fur Protistenkunde 54 510-528 [pages 522-525 and plate 28 only], 1926]

This partial translation of the original paper provides morphological observations on the fungus Spirospora paradoxa. Illustrations are included here.

To the knowledge of the genus Pseudospora Cienkowski [Translation from: Archiv fur Protistenkunde 59, 350-368, 1927]

Morphological observations on the two types of Pseudospora are given. The two Pseudospora whic are described are Pseudospora eudorini and Pseudospora volvocis. The systematic classification of the genus Pseudospora is discussed.