Standardization vs Adaptation in International Marketing

1. Standardization state that there is a similarity in environmental and client demands for
cultures that are united. They contend that exchange barriers are getting lower and that
innovative advances and firms are showing a worldwide orientation into their techniques.
For this school of thought, creating one technique for the global market and standardizing
the elements of the market mix can accomplish consistency with clients and in addition
lower costs.
While supporters of the global adaptation approach, accentuate the significance of
customization. The essential premise of the adaptation school, is that when entering an
international market one must consider all factors, for example, language, environment,
race, occupations, taste, distinctive laws, societies, and social orders. This school of
thought trust that multinational organizations ought to discover how they should conform
a whole marketing strategy and, including how they sell and distribute it, so as to fit new
market needs. It is vital to change the marketing strategy and marketing mix to suit local
tastes, meet certain market demands and consumers different request.
2. Internal strengths include, client demands to the absence of competition in the external
environment, technical know-how, capabilities, and many more qualifications of the
consultants will all be important to be included in the company's strength. A large
customer base with some top notch organizations cutting across Europe and America.
Solid business relations and customer driven techniques will also help in creating
industry based, sustainable value for their partners.
Internal weakness include various units cooperatively working with the customers and
with each other. This may prompt conflicts if we lack internal coordination. Due to the
fact that its business is in medical and health consulting and drug sales, which forms a
major part of its income, it can be risky for the organization in the long run since running
such a large operation requires, to the point that the firm be prepared for bad budgetary
days.
3. External opportunities will include the following.
By focusing on governments and the health sectors of the targeted markets, exploiting
other emerging economies (Market advancement), Superdrugs can build its income

significantly more. Expansion may give us room to acquire some other firms who are as
of now established. Such acquisitions can increase the analytic strength of Superdrugs
and help in its expansion. Superdrugs may likely diversify into other areas based on the
social qualities and assets of its host environment which will likewise increase
organization income. Likewise, this diversification will be a cushion during difficult
financial times.
The threat to be considered include the following.
There is bound to be tough competition from rival companies that are also well rooted in
drug manufacturing and sales. This is an area of concern for the company. If there is ever
a financial downturn, it will be intense for the organization due to over dependability on
premium customers. The very large customers will always be the main ones to be
affected gravely by the financial downturn. Hence, the income drive to Superdrugs will
drop gravely.
4. A competitive analysis permits you to identify your competitors and assess their
individual strengths and weaknesses. By knowing the activities of your competitors, you
will have a superior understanding of the services you ought to render; how you can
market them adequately; and how you can position your business. Competitive analysis is
a continuous process. You ought to always gather information about your competitors.
Converse with your clients to perceive how they feel about competitive services. Each
business has its own competition, and you have to discern who your clients can approach
to get a service rendered to them. Regardless of the possibility that your product is really
innovative, you have to consider what else your clients would buy to perform this task.
After you've made sense of who your competitors are, determine their strengths and
discover what their weaknesses are. Why do clients purchase from them. Is it cost?
Value? Comfort? Reputation? Focus more on perceived strengths and weaknesses as you
do on real ones. This is on the grounds that client observation may really be more
imperative than reality.
Porter's diamond is a model utilized as part for the analysis stage of the planning process.
Porter proposed that there are four primary components which decide national
competitive advantage and showed them in a diamond form.