The Standardization and Adaptation

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The Standardization and Adaptation in International Marketing 1.0 Introduction In international marking there are many argue about standardization strategy and adaptation strategy. Some of the company they tend to establish a standardization of production and marketing basis on the similarly of different country’s marketing demand. And this strategy is try to benefit maximum profit by lowest cost. However, in this tendency of global standardization only have a few company got successful. And this strategy has to apply to some particular brand in the right place and right time but can not substitute for the local brand which are already fit with their local situation. On the other hand, the adaptation supporter consider that company should according to the different marketing condition to provide differentiated production by multitudinous marketing method. In order to adapt the local culture and specific needs to provide the differentiated production match their requirement , thereby to occupy their market. Therefore, In my own opinion both view of marketing strategy is very important in international market. As a company should to practice “the concept of “ think globalization and act localization”,to achieve the globalization strategy successful. In the marketing activity, marketing director has to formulate a pertinence marketing combination to reach the marketing target. Furthermore, company need to have a macroscopical view on the global market to set up the brand effect by product the standardization production, as the same time the company also need to analysis the different market condition to provide differentiated production. 2.0 The definition of standardization and Adaptation 2.1 Standardization & advantage International marketing standardization which means the company view the global market as a whole. And the company only need to
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