Marketing Communications

CASE 13 451

Photo 13.1 Ads that emphasise the fact that coffee moments need Lotus

Source : Lotus Bakeries.

on to the various corporate departments, country and

regional organisations (see Figure 13.10 ). The company

has sales organisations in nine European countries and

in the USA/Canada, and an export department for the

other countries. A major goal of the country and regional

organisations is to adapt Lotus Bakeries’ commercial policy

in a market-oriented way and to make sure that the policy

reflects the particular, local market. Such an organisational

structure helps to bring the company’s brands closer to the

local customers.

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