The Local Market usually cover the bigger brand by advertisement.They identify the target first for example the audience and they make ads and do other advertisements things.
Local brand finds out what customer need that what is the customers decision then do five things which are shown in the picture below.
Balihoo is a website where u can create and target campaigns across the whole globe.
While evaluating restaurant and other things you will first find out that what are the top priorities as show in the picture below:
In the below picture you can easily see we use Nielsen Prizm. Nielsen Prizm is a good thing to understand that what is te lifestyle ans media traits of the local consumers.