How to rank in different languages and/or countries?

I'm trying to wrap my head around this and was wondering if anyone here knows how to solve this?

I will give you an example. Say for Nike, if you were in the US and search Nike.com you will be given the US version of nike which would be in english. However if you search Nike.com in Spain you will get it in Spanish. How would you do this for an average website? Is there to rank on google as well?

Or would you have to buy a different domain for each country?

Thanks for the help.

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