Dual Adaptation Case Study

In today society product, distribution, pricing and promotion must take in account online and offline buyers. Promotions are viable for a business to succeed in the market place. Managers must be will to adapt and change to cultural needs and changing media environments. As a new compay in Cuba we will have to change our promotion stragey frequently to keep and gain new customer. Promotions stragies such as; advertising, sales promotion, and personal selling activities. The most effective advertisi will be sales promotion. Target would adapt a Buy- One-Get-One-Free where a product buys a product and get one free and a free gift promotion, which is with every purchase customers are able to gain point for a free gift.
Target products can vary from food, clothes, electronics, supplies, etc, we have to be interacted …show more content…
A company would have to carefully study the market they are going into and select the best extension-adaptation strategy to increase their chancing in succeeding in the market. Target will be the first discount retailer in Cuba that provides more than one department in the store. The extension- adaptation strategy that we would use is product and communications adaptation, which is called Dual Adaptation. Dual adaptation is a global strategy whereby both the product and the promotional programs are adapted to foreign market conditions. This strategy is a viable option for international expansion is adaptation of the company’s product and communication. When establishing target in Cuba we need to determine what products we will be able to sell in this market without potentially insulting or devaluing the culture. We can’t sell a product or communicate the way we do in America in Cuba. All cultures are different and one must come up with different approaches to satisfy the needs of the consumers. Dual adaption would allow us to adapt our product and communication with Cuba