Abstract
This paper is aimed at understanding the differences in marketing strategy implementation based on localization strategy by the Domino's in two emerging markets by focusing on 4Ps marketing mix approach. Two-emerging markets namely Malaysia and India have been chosen for the analysis in this study. Using comparative analysis, this study focused on 4P components of marketing mix which is based on product, price, place, and promotion analysis. The study found that the Domino's has adopted different characteristics of its 4Ps in differentiating their international marketing mix based on localization approach.