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where it is, as well as hw they can buy it, the product will not sell. If we consider the way that marketing strategies will vary between multinational companies and  local companies there will be some similarities as well as some differences. If we consider global brands then we are looking at names such as McDonalds, Coca-Cola and Pepsi.  These are brands that will have a wide range of outlets and numerous distribution channels. The same may also be said of the less known global names, in their fields  the access to the goods may be well established, for example to Pfizer or Welcome in the drugs sector, or ICI in the chemicals industry, For these companies the tactics  may need to be generalised. They may also benefits from advertising from their distributors, for example, Coca-Cola and Pepsi may benefit from adverting in of supermarkets and restaurants, both in  the media as well as at the point of purchase. They will have their own advertising to attract the potential consumers. This means that the marketing may need to  focus on aspects such as brand recognition and image. The advertisements will be those that may use association by way of lifestyle or endorsement from a well known personality. The  brand awareness will then create a desire to purchase or an image that may be recalled consciously or sub consciously when the consumer is making the decision. If we look  at a more local organisation then the needs are different,. The brand awareness may also be required, but the main aim need to be the attract the consumers and  facilitate the purchase. This means that whereas the national and international companies will make basic assumptions regarding the ability to purchase good, the local companies will need to emphasis where