Localization in terms of communication and marketing means adapting the communication of products or services to the new market that the company is entering. Through the process of localization we get closer to the local public, because during the process consumers get the feeling that the company is actually local, so to speak »domestic« and not foreign. The main purpose of the thesis is to show how the multinational company Lidl is localized in the Slovenian market in terms of communication and marketing. For this purpose, a qualitative research or interview was conducted, with which I confirmed all the hypotheses and found that the multinational company Lidl localizes by communicating about local products to take into account the consumer perception of locality, to take into account the globalization aspects of the importance of localozation and at the same time adapt to the needs of the local public, and to use social networks and the other communication channels during the communication process with the local consumers and the entire local public.
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