In an interview, a brand manager at Procter and Gamble notes that ‘historically, we used to focus on discovering the common hopes and dreams within a country, but now we are seeing that real commonalities are in age groups across geographic borders’. Critically discuss this statement in relation to international market segmentation, positioning and targeting strategies.

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Global supply chain management

Global supply chain management is a broad term that covers all aspects of a product's lifespan, from conception through distribution to consumers. The study of planning how goods and services will get from producer to consumer is known as global supply chain management (GSCM). The supply chain, as the name implies, is a group of network functions, organizations, and personnel. It begins with those who produce and supply raw materials or components to manufacturers, continues with logistics services that carry finished goods to warehouses and distribution centers, and ends with wholesalers and retailers purchasing the goods.