The debate on the standardization and adaptation of marketing strategy is not new, but the researchers not yet came to an agreement that which strategy is better to serve the international market. The aim of this research paper is to evaluate the previous researches and evaluate that which international marketing strategy is better.
Difference between product adaptations and standardization! Export Management Product adaptations also called differentiation or localization or customization come in several forms. Marketing strategies in a country- by-country basis are tailored with the peculiarities of the local market.
By this, product adaptations are considered as necessary strategy in order to cater to the different Adaption vs standardisation of customers in various countries. However, strategic drift is likely to result if the management effectiveness fails to keep pace with the environmental change.
Product adaptation tends to become a reactive response to the market. With this, a high level of adaptation is likely to become difficult to coordinate the network of activities by the multinational in a global scale. Mandatory adaptations involve changes that have to be made before the product can be used, For example, appliances made for the U.
In order for gasoline to be effective in high altitude regions, its octane must be higher, but it can be promoted much the same way. On the other hand, while the same bicycle might be sold in China and the U.
In some cases, products may not need to be adapted in either way e. Finally, a market may exist abroad for a product which has no analogue at home.
For example, hand-powered washing machines. Product standardisation also called globalisation involves making one global product in the belief the same product can be sold across markets without significant modification. This concept has become more meaningful because of the growing trend by multinational corporations to outsource components in order to gain economies of scale.
By having standardized components, economies of scale are achieved by the firm while products are adapted to offer a wide range of models in accordance to the needs of various country segments.
The major constraints on product standardization include the consumer preferences and the governmental and trade restrictions. The specification that products must contain a specified proportion of the locally manufactured components is one of the major government constraints.
Another is the heterogeneous preferences of the consumers as well as government policies which compels the repackaging of the product offered.
For example, Intel microprocessors are the same regardless of the country in which they are sold. Benefits to Standardization includes Firms that produce a global product can obtain economies of scale in manufacturing, and higher quantities produced also lead to a faster advancement along the experience curve.
Further, it is more feasible to establish a global brand as less confusion will occur when consumers travel across countries and see the same product.
On the down side, there may be significant differences in desires between cultures and physical environments, For example, software sold in the U. The main differences between adaptation and standardisation of the marketing strategies are summarised in table below.Difference between product adaptations and standardization!
Export Management. Product adaptations (also called differentiation or localization or customization) come in several forms.
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Backtrack magazine:illustrated journal about railway and locomotive history. Compromise between standardisation vs. adaptation argument can be achieved in a way that standardisation can be applied in order to develop global marketing strategies in general, at the same time when applying adaptation to address unique aspects of local markets.
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