Manufacturing

Sample Comparison essay on Standardization Vs Adaptation in International Marketing

Standardization Vs Adaptation in International Marketing

In the event that a company enters into the foreign market, its main area of concern should be addressing the particular kind of product that it should sell. When doing this, a question will always linger on whether the product will be as successful as it has been in the local market or another foreign market where the company does business. On the other hand, another concern would also be on whether to modify the product in order to adapt to the preferences and tastes of customers in the new market.

A phenomenon of great interest in international marketing is that there is a continuous homogenization of the tastes and preferences of consumers across the world. Consumers in both the developed, emerging and developing markets seem to be looking for the same characteristics in most products, especially regarding their functionality.  An ideal example in this scenario is Red Bull that markets its product, the energy drink in the same way in all it markets worldwide.

There are also certain situations whereby consumers in various countries showcase their preferences for unique features, physical characteristics and ingredients of a given product. An example is Coca cola and McDonald. While Coca Cola has been able to succeed in almost all the markets in the world. McDonald was faced with a great challenge when it tried to venture into the Indian market. It was unable to sell it beef hamburgers in India since the cow is considered holy by the intended consumers.

In a scenario like the one above, a country’s first priority should be making sure that it is marketing the right product using the most ideal technique. When addressing an international market, it can be quite a daunting task to satisfy the needs of customers. This is because; each of the markets is driven by a unique set of cultural, political and regulatory factors.

The response of many business people to the challenge of globalization has been trying to think about the world as a single market. In fact, some even go as far as advocating for the standardization of products so that they can be similar in all the markets across the world. This approach can be a great temptation to business people who are looking for economies of scale. However, it is not always a wise strategy considering the fact that tastes and value vary from one market to another across the globe.

It is often argued that standardization and adaptation are merely a matter of degree. The huge costs that are associated with the adaptation approach and merits of standardization do not leave room for the pursuance of the adaptation avenue to greater lengths. It is acknowledged that there is a limitation in the theory that seeks to integrate the two concepts, thus a further impetus to occurrence of the problem and the need for developing a new theory for capturing an integrated approach.

When looking for help with essays and other academic research papers, do not hesitate to talk to us at www.assignmentwritinghelp.net. We possess unmatched expertise in crafting top notch academic papers like the piece of work above. Simply place an order with us to get the paper of your choice.

Posted by:

admin

Related articles

list of articles

Categories

RSS RSS FEEDS

  • Sample Essay on SWOT Analysis of The Home Depot January 20, 2016
    SWOT Analysis of The Home Depot SWOT analysis of The Home Depot is among the best tools used by the home improvement retailer to gauge its ability to stay afloat and profitable in the market. Although it is considered the largest home improvement retail chain in the world with an estimated revenue base on more […]
    admin

ARCHIVES

Latest News From Blog

Check out Our Blog's assignment samples and tips on how to Write Assigments
Essay sample on the Effects of Cold War on Soviet Union..

Effects of Cold War on Soviet Union The Soviet Union was one of the main participants in the Cold War. It was engaged in the war with the USA and - See more

Essay sample on Effects of Cold War on Asia

Effects of Cold War on Asia Tensions of the Cold War began shifting from Europe to Asia in 1949 when Mao Zeodong proclaimed the birth of the ...Read More

Sample Essay on United Kingdom Healthcare System

United Kingdom Healthcare System United Kingdom healthcare system, also known as the National Health Service was established...Read More

Back to Top