International marketing adaptation versus globalization

Résumé du document

Company uses globalization/standardization when its products are produced for many markets in the same way. A company uses adaptation when it produces special or modified products for different markets.

Standardization implies that the company uses the same brand name for the markets it operates in, the brand name is global. Global brand name implies that the product is recognized worldwide, global brand name vehicles the values of the brand such as its quality, its image and its experience. It enables the customer to evaluate the brand and to identify himself to the brand.

Extraits

[...] International marketing adaptation versus globalization Discuss the issues of global versus adapted products for the international marketers Company uses globalization/standardization when its products are produced for many markets in the same way. A company uses adaptation when it produces special or modified products for different markets. Standardization implies that the company uses the same brand name for the markets it operates in, the brand name is global. Global brand name implies that the product is recognized worldwide, global brand name vehicles the values of the brand such as its quality, its image and its experience. [...]

[...] Packaging is restricted by labeling laws. These laws vary from country to country, they indicate what could be mentioned on the packaging such as price and the meaning of the brand. The support services component It includes repair and maintenance, instructions, installation, warranties, deliveries and the availability of spare parts. Countries do not have maintenance system/network. Rate of literacy and educational levels of certain countries, such as the rural African countries make the marketers change the instructions on the product. [...]

[...] Modifications are added or deleted from its product platform. Modifications can be costly because they can affect the product process and require additional investments. Modifications take the shape of new designs, functional features; flavors; colors to adapt the product to cultural variations. (Kelloggs sells corn flakes in Japan as a snack instead of for breakfast) Functional features: in markets where hot water is not available, washing machine heaters are functional features. The packaging component Includes style features, packaging, labeling, trademarks, brand name, quality and price. [...]

[...] For all these reasons, standardization implies an easier control of the organization and the product management and less money investments, but standardization can not be used with all products. Adaptation implies higher money profundity than standardization. Products need to be evaluated to determine if adaptation is required for foreign markets. discuss the approach companies should take when analyzing their products The screening process for adapting products follows two steps: The analysis of the character of innovation and the analysis of product components. Analysis of characteristics of innovations Relative advantage Perceived marginal if the new product is relative to the old. [...]

[...] The country origin effect is defined as the motivations a customer could have to buy a product made in his own country only, to buy products made in a specific country only, or to definitely hate products made in a specific country. Egg: Chinese products have a bad image and are badly perceived by Swiss customers. American products are badly perceived in Middle Orient countries. The American” effect. Selling a product with a global brand name may make the sales suffer; customers could boycott the products in certain markets. [...]