The position of an organisation internationally relies on the product and service they provide and how they approach their marketing mix. So in hindsight, organisations look to standardise or execute their products and services on a local scale and potentially adapt or expand into an international market. In this essay the key factors of standardisation and adaptation will be explained, followed by examples and reasons to explore whether there is a difference between goods and services in terms of standardisation and adaptation in international marketing.
Firstly, to understand standardisation and adaptation organisations use these concepts to market their products or services the same or in an international market use the same product but …show more content…
Consequently, research done by Brei et. al (2011, p. 270) illustrate that internationally the world is becoming homogeneous and that all products and services increase in demand due to technology and communications constantly increasing. Because of this, the world is accepting new trends and cultures, as well as; preferences, needs and wants becoming homogeneous also. This encourage the use of standardisation and therefore allow organisations looking to market overseas to standardise their products globally, reduce the uncertainty of people travelling to other countries, develop marketing advertisements that save them costs across all markets and lastly, to save production costs within the organisation. Relatively, adaptation affects organisations as they need to focus on what they plan with regards to their marketing mix. A study done by Nguyen (2011, as cited in Akgun et. al, 2015, p. 611) clarifies effects of adaptation versus the standardise approach is meeting the consumers ‘unique dimensions’ of international …show more content…
Keegan and Green (2015, p. 36) show that Coca-Cola is both a local and global brand. Their brand also supports other products such as Fanta and Powerade and use their marketing mix to achieve the needs of the organisation and their consumers to have a strong brand identity around the world. Globally, Coca-Cola is sold from the United States of America, Japan, Brazil and New Zealand; however, change certain aspects of their drinks to suit the needs of their customers. For instance, in countries like Japan, they sell the same Coca-Cola can and add ingredients to give the product a local feel adding products like coffee, teas and even Real, a hangover cure (Ghemawat, 2007b, cited in Brei et. al, 2011, p.
Firstly, to understand standardisation and adaptation organisations use these concepts to market their products or services the same or in an international market use the same product but …show more content…
Consequently, research done by Brei et. al (2011, p. 270) illustrate that internationally the world is becoming homogeneous and that all products and services increase in demand due to technology and communications constantly increasing. Because of this, the world is accepting new trends and cultures, as well as; preferences, needs and wants becoming homogeneous also. This encourage the use of standardisation and therefore allow organisations looking to market overseas to standardise their products globally, reduce the uncertainty of people travelling to other countries, develop marketing advertisements that save them costs across all markets and lastly, to save production costs within the organisation. Relatively, adaptation affects organisations as they need to focus on what they plan with regards to their marketing mix. A study done by Nguyen (2011, as cited in Akgun et. al, 2015, p. 611) clarifies effects of adaptation versus the standardise approach is meeting the consumers ‘unique dimensions’ of international …show more content…
Keegan and Green (2015, p. 36) show that Coca-Cola is both a local and global brand. Their brand also supports other products such as Fanta and Powerade and use their marketing mix to achieve the needs of the organisation and their consumers to have a strong brand identity around the world. Globally, Coca-Cola is sold from the United States of America, Japan, Brazil and New Zealand; however, change certain aspects of their drinks to suit the needs of their customers. For instance, in countries like Japan, they sell the same Coca-Cola can and add ingredients to give the product a local feel adding products like coffee, teas and even Real, a hangover cure (Ghemawat, 2007b, cited in Brei et. al, 2011, p.