Standardisation and Adaptation of Companies: International Marketing Research

Assessment 1

Contents
Introduction......................................................................................................................................3
Section 1.................................................................................................................................3
Definition of standardisation and adaption of companies......................................................3
Section 2.................................................................................................................................3
Reasons for international marketing research........................................................................3
STP approach..........................................................................................................................4
Competitive strategy of Vodaphone.......................................................................................4
Differentiation strategy...........................................................................................................4
Global challenge company is facing.......................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................7
Books and journals.................................................................................................................7

Introduction
Section 1
Definition of standardisation and adaption of companies
A Standardization is the strategy which is used by a company in treating whole world as
one market and results in little meaning version. Now a days many of the company is using
standardisation strategy. On the other hand, adaptation is the products adaption as a this is a
process in which existing products is modified and serve it to the customers in effective manner.
There are certain trends in the international busines which could affects the international busines
and MNCs as they’re also facing some of the issues which re related with the target market and
results in reducing their profits and revenue (Bosah, 2020). So, these risk and issues are related
with the company products and services, their prices, distribution and their marketing channels,
then communication strategies issues. As these issues and trends which are affecting the
operations of international business and MNCs. The issues can be related with the cultural,
political, and technological etc. as this can affect the business in most effective manner.
Section 2
Reasons for international marketing research
The organisation or company which is taken in this given report is Vodaphone as it is one
of the biggest multinational telecommunication company of UK which is operating in all over
the world. This company is having the headquarter in England and it was founded in the year
1991 by Ernest Harrison and Gerry Whent. In modern world company is operating n more than
22 countries and providing its products and services to the customers. And it has a dealing with a
client in more than 150 countries so this could result in affecting various of trends in all over the
world. The products and services in which company deals with is fixed line telephones, mobile
phone, digital television, internet television, broadband etc. company is using effective
marketing strategies in order to communicate with its customers and reach out to target
customers so that their profits could be enhanced (Dey, Yen, and Samuel, 2020). There are about
93,000 employees working in a company right now to enhance their future.
Company is having more than 470 million of customer base in all over the world and they
all are satisfied with their products and services. It is connecting people from worldwide and
making communication across globally very conveniently and securely with their customers.