StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Standardization and Adaptation Marketing Strategies - Essay Example

Cite this document
Summary
This paper "Standardization and Adaptation Marketing Strategies" focuses on the globalization that has enabled companies to operate in international and foreign markets. This has brought a challenge to the companies when it comes to marketing strategies…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91.4% of users find it useful
Standardization and Adaptation Marketing Strategies
Read Text Preview

Extract of sample "Standardization and Adaptation Marketing Strategies"

Standardization and Adaptation Marketing StrategiesIntroductionGlobalization has enabled companies to operate in international and foreign markets. This, however, has brought a challenge to the companies when it comes to marketing strategies. Global markets are faced with several variables, competition and even lack of infrastructure at times. In order to counter these challenges, two marketing strategies have been developed and used. Some companies have even resorted to using both strategies in the same market.

The kind of policy used normally depends on how that particular company views its market. The market can be viewed to have same or different needs, desires, tastes and culture.The first strategy is standardization, commonly referred to as “standardization when necessary”. This is a marketing policy that involves use of same product, distribution networks, promotion and prices in all markets. This marketing strategy is employed to increase the quality of products and to streamline the distribution channels.

It also uses same product promotion tactics and prices in virtually all environments. Brands such as Coca cola, Nike, and Levis have used this marketing strategy in their global markets. Coca cola for example sells the same product in all countries throughout the world.When it comes to distribution, Coca cola resorted to using bottling companies to distribute their products in every market.Standardization is normally embraced by companies who view the world as a global village where the consumers have same tastes, needs and desires and hence they use same product and strategy in all the markets.

Adaptation strategy is the other approach that is has been used in marketing. This strategy entails adjusting products, distribution channels, promotion tactics as well as prices to every kind of market that a company operates in. This line of attack does not view the market as homogenous. It takes into consideration differences in culture, taste, consumer behavior, government policies and infrastructure in every market. The users of this strategy therefore adjust their products, brands, design and labels to conform to different environment, consumer behavior and competitiveness.

Factors such as national identity, language and climate are also considered in this approach. An illustration of a product that has clinched the adaptation strategy in its global market is cell phone manufacturer Nokia. The firm has over the years established its handsets to conform to the market needs. This has enabled Nokia to fully satisfy the needs of each of its local markets that could have otherwise remained unsatisfied had the company not used this approach.Adaptation strategy helps fully respond to the needs of the local consumers by using specific prices, distribution channels and promotion tactics based on the characteristics of the market.

Some marketing experts have argued that adaptation approach is overpriced since it necessitates a lot of modification and adjustments in pricing, product, distribution and promotion. However, this has been refuted by others who say that adaptation whenever necessary helps in satisfying the needs of the consumers fully and in the long run expands the market base of that particular company or brand. This sequentially leads to additional sales and maximizes profit (Baker and Hart, 45).ConclusionStandardization and adaptation approaches have worked for different companies and brands.

It is consequently important to perform market research to understand the market before settling on the marketing approach to adopt. Whenever standardization is necessary, it should be adopted and where adaptation seems to be the best suited tactic, it should be embraced.Work CitedBaker, Michael and Hart, Susan. The Marketing Book. London: Elsevier Ltd, 2008. Print.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Standardization and Adaptation Marketing Strategies Essay”, n.d.)
Standardization and Adaptation Marketing Strategies Essay. Retrieved from https://studentshare.org/marketing/1641675-you-name-it
(Standardization and Adaptation Marketing Strategies Essay)
Standardization and Adaptation Marketing Strategies Essay. https://studentshare.org/marketing/1641675-you-name-it.
“Standardization and Adaptation Marketing Strategies Essay”, n.d. https://studentshare.org/marketing/1641675-you-name-it.
  • Cited: 0 times

CHECK THESE SAMPLES OF Standardization and Adaptation Marketing Strategies

Globalization and Changes in the International Markets

This led to the standardization of the offerings and marketing interactions as an important trend in the international marketing strategies of the companies.... As the approach of standardization helps the companies to achieve success in the business operations, the multinational companies include this approach in the international marketing strategies designed by the multinational organizations.... The companies that have wide spread operations in various markets across international boundaries considers the changing trends of consumer behaviour in order to design international marketing strategies that are important for achieving successful and sustainable business operations....
12 Pages (3000 words) Essay

International management

To operate internationally businesses need to device channels to help them in introducing their goods and service to the foreign markets; a factor of international marketing strategies.... This will call for development, implementation and control of marketing strategies needed to attain and sustain firm's competitive advantage through analysis and evaluation of contemporary issues in the marketing practice and development of a strategic marketing plan.... International Marketing Strategy As an international corporation HP Company has applied several international marketing strategies in a bid to acquire significant market share and coupled by the industry it is in, its innovative strategies of production gives it market sustainability....
12 Pages (3000 words) Essay

The Strategic Role of International Marketing

nbsp; Over the years, global and multinational companies are faced with the choice between standardization and adaptation when it comes to their strategy in different markets.... The purpose of this paper is to explore the two strategies by looking at their relative strengths and weaknesses.... The two schools of thought in terms of global product strategies and operating in international markets are analyzed, and their differences discussed....
10 Pages (2500 words) Term Paper

International Marketing

Given that the parallel products gets sold at a premium price and at the same time also competes with genuine products in the same market , this could act as a… Still, there is a possibility of containing the grey market, through the implementation of both formal and informal process to the While marketing goods and services to the various countries, there are instances whereby adaptation may be necessary, like when we want the new market to become acclimatized with our new products....
4 Pages (1000 words) Essay

International Corporations and Complexities of Marketing Strategies

Defining the marketing strategies in the marketplace as well as the standardization which can be used can also offer new implementation of marketing in a different manner at a global level.... The marketing strategies which are used are now an integral part of building an international marketing scenario, specifically with corporations that are beginning to expand globally and which are interested in creating multinational corporations.... The strategies which are incorporated into the new competition that is a part of the market as well as the changes which have occurred within the internal and external environment are also altering the strategies which can be used....
22 Pages (5500 words) Essay

Standardization and Adaptation Strategies of Mac Donalds, Pepsi and Toyota Motors

Since the early 90's globalization has… n on the rise leading to the discovery of new opportunities in international markets thus making standardization and adaptation of goods and services a necessity.... Several factors are observed in the standardization and adaptation process.... Amongst the factors that play major in the standardization and adaptation process include the legal-political climate, social-cultural make-up of the target market technological, economic and demographic factors, etc....
7 Pages (1750 words) Essay

The Marketing Strategies of Yorkshire Smoothies

Hence, cut throat competition in international However, due to the presence of domestic as well as international competitors, companies willing to penetrate in the global market, should take sound marketing strategies to survive in long run.... Here, the marketing strategies of Yorkshire Smoothies will be discussed in terms of Industry analysis and Marketing Mix to ensure sustainability and profitability for the company in global market.... Hence, the company needs to analyze whether they should standardize their marketing strategy and production process in India or they should adapt the strategies prevailing in the country in order to ensure sound business operation and long run profitability in Indian market (Solberg, 2002)....
8 Pages (2000 words) Essay

Questions answering 2053

here is a growing debate on the strategies that should be adopted by the companies when they are deciding to expand.... One of the most popular approaches is the globalization approach which implies that companies should be able to think at a global level where the core strategies should be standardized and act as a local company by adopting its tactics.... International marketing adaptation versus standardisation of multinational companies.... International marketing Review, 26(4/5), pp....
2 Pages (500 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us