Marketing Name of the Student

Dissertation on the topic- Standardization and adaptation of a product in the international marketing mix Case study : KFC

Running Head : MARKETING
Marketing
Name of the Student
Name of the University
Author Note

Running Head : MARKETING
Abstract
The standardization usually depends on the use of some basic template in different markets.
Further it is extremely necessary to have the specific type of product which is maintained in the
similar way which might become hard when the product actually becomes globally marketed.
The adaptation on the other hand is one strategy which is helpful in terms of dealing with all of
the competitive threats in the entire market when the competitors are found to have introduced
certain items that can outperform the company offerings. This research report deals with the
understanding of the challenges and the consequences which are quite forced by the MNC
companies at the time of their expansion in the international market with the challenges faced
regarding the varieties of culture. The study is focused on the KFC being the case company. The
KFC is found to be converting the strategy of positioning for the valuation of the customers in
the current times and it is further positioned in the customers’ psychology of the customers for
the menu of chicken. This report deals with the exploration of the adaptation and the
standardization of product in the global marketing mix of KFC. The research is aimed at the
explanation and the exploration of the strategy that is considered to be quite valuable for the
expansion of an international business having considered the culture also. The two hypothesis
have been prepared for the study and the methodology is conducted with the primary quantitative
sources consisting of the questions that have been asked to the respondents. The research
considers 40 respondents and the responses of the candidates are recorded for analysis.

Running Head : MARKETING
Table of Contents
Chapter One :Introduction...............................................................................................................5
Background......................................................................................................................................6
Research aim................................................................................................................................9
Research objectives:....................................................................................................................9
Research questions:.....................................................................................................................9
Research problem......................................................................................................................10
Rationale....................................................................................................................................10
Chapter two: Literature review:.....................................................................................................12
Product.......................................................................................................................................12
The Product standardization......................................................................................................12
The product adaptation:.............................................................................................................14
Suitable models:.........................................................................................................................15
The culture and the cultural adaptation.....................................................................................17
Impact of the marketing strategies on the organizational performance.....................................18
The cultural marketing...............................................................................................................19
Conclusion.................................................................................................................................20
Chapter 3: Methodology................................................................................................................21
The research philosophy............................................................................................................22

Running Head : MARKETING
Research approach:....................................................................................................................22
The research strategy:................................................................................................................23
The case study strategy..............................................................................................................25
Criteria for selection of sample..................................................................................................26
The method of Data Collection:................................................................................................26
The validity and reliability of the collected data.......................................................................27
Chapter five: Recommendation.....................................................................................................49
Chapter six: Conclusion.................................................................................................................49
Reference.......................................................................................................................................51

Running Head : MARKETING
Chapter One :Introduction
The standardized products or the services usually can promote the convenience of usage
for customers and help them in making their lives easy providing standard qualities. The
standardization of product depends on the usage of particular fundamental template in various
markets. It is extremely necessary for particular kind of Technologies and the materials of
construction these are the features of a specific product which are maintained in an identical way
as much as possible that might be hard when the product becomes marketed globally but
becomes easy to get it locally.The adaptation is one such strategy that helps in dealing with the
competitive threats in the market when the competitors are found to be introducing new items
which are likely to outperform the offering of a company there is a danger that they can take the
market share from that company through analyzing the product specifications of the customers
one can easily recognize factors of improvement in the product one can respond quickly to the
threats of the competitors instead of taking huge time in developing new products(Hatzithomas,
Fotiadis and Coudounaris2016). This report is aimed at the understanding of the issues and the
consequences that are faced by the MNC firms during their expansion in the global market along
with the challenges they face in terms of the cultural varieties.
The primary purpose of the study is to conduct a comparison between two of the above
mentioned strategies that are the standardization and the adaptation. The idea of the study is to
examine the way the MNC companies manage the differences of culture and the strategy they
use for expanding the businesses on the international level. In the age of globalization, the MNC
companies are facing huge challenges for settling and then running in various parts of the world
successfully having considered the cultural differences too. The idea of the culture is extremely
difficult of explaining because it is complex but not chaotic as there are some clearly defined

Running Head : MARKETING
patterns and lines of differences. It is the collective programming of the mind that distinguishes
one group of people from another. In terms of the marketing mix of a product, in the global
market is extremely vast when it comes to the standardization and the adaptation. A product’
standardization on the international scale is extremely important and this is one significant issue
that is faced by the larger MNCs. As a contrast, the strategy of adaptation is further considered as
quite effective in case of the MNC companies that adapt themselves as per the geographical
topography and the culture. Notably, the food industry is one significant example of to the whole
study that illustrates the idea of the culture and both of the strategies in the global market.
Background
The standardization is actually the method through which uniformity and the consistency
among different iterations of specific good or service are made available in various markets. It is
actually a method of marketing proper service without having made any changes to it. When a
product is changed properly it is not change properly but superficially .On the other hand there
are characteristics of services or goods that are quite uniform and made during the time of using
equal processes and materials having same packaging under the same name.There are different
strategies of standardization that need specific industries or companies following particular
guidelines so that the consistency of a products nature the quality and appearance is
maintained.These are the guidelines which are for those who are accepted on some usual basis
and stick to the time of producing a good.
These are the guidelines that may apply to one of the organizations or one of the
industries and can be applicable on the state level, on the national level or the global level .it can
be said that the product standardization usually lowers the variety of products which serve equal
purposes and the products may be either customized or standardized serving specific customer

Running Head : MARKETING
base. There are some usual or basic standards that every good needs to meet as far as the industry
wide standardization comes to the fore. The customers are able to select from a wide variety of
goods and services that are completely distinct. However these offer equal benefits and these are
of general quality and the uniformity of products become quite cost-effective and develops the
production efficiency. There are many usage of product standardization having followed certain
guidelines for a particular product or service as innovation the streamline production system the
cost reduction and many others.
The standardization of product usually can reduce the cost of production the time when a
set of guidelines are followed for producing similar services or goods the cost of the raw material
become less the raw material that are used in specific product are equal standardization in this
regard and sure that the production and maintenance of the expenses are kept reduced there is no
such requirement for introducing various advantages along with iteration of product the result is
that the cost of the production is highly reduced On the other hand the product adaptation is
another method through which modification of an existing product can be done which is suitable
for various customers at various market contexts. The adaptation strategy is specifically essential
for various organizations which export the products they have due to the fact that it ensures
product meeting all the local requirements along with the cultural requirements.
Adaptation is extremely important for those organizations that desire for introduction of
new items but do not acquire that much fund for developing new items.as per one article
published in the year 2007, the top four aspects or factors which drive the adaptation of product
are market development, laws, culture and competition. The adaptation strategy must be based
on the needs of the customers having compared the features considered by the customers along
with the specification of the current product. One can recognize the gaps and the scopes for the

Running Head : MARKETING
improvement of the appeal of the product. There are ways through which comments on particular
product can be gained through social media interactions which are extremely helpful for the
identification of customer needs..
KFC which is known as Kentucky Fried Chicken is one an American fast food restaurant
chain the headquarter of which is situated in Kentucky Louisville. Theorganization is known for
having the specialization in Fried Chicken earning the title of world' second best restaurant chain
as far as the sales are considered. The company was founded by Colonel Harland Sanders who
was an entrepreneur and started selling Fried Chicken in Kentucky during the period of Great
Depression. He identified the strength of the restaurant and opened the first franchise of
Kentucky Fried Chicken in the year 1952. Theorganizationpopularized chicken in the entire Fast
Food Industry having diversified the market through challenging the already developed
dominance hamburger head created. KFC is considered as the second largest chain of fast food
and chicken restaurant based on the sales and it is also a successful brand of the parent company
named as YUM! The company has completed 75 successful years and the recipe of fried chicken
is still satisfying the customers due to the fact that it is finger licking good. The company has
more than 800000 employees who serve fresh fried chicken to the consumers in around
restaurants across the whole world. It is found that KFC makes use of the democratic
segmentation in order to serve the customers according to their wants and needs the customers
ok she usually belong to all categories the demographic segmentation is used for serving
standard menu across the whole world in each state in each country depicting the surprising fact
that the targeting strategy is undifferentiated on the other hand in the current years KFC has
begun localizing the menu it has providing better acceptability in the whole market.

Running Head : MARKETING
Also it is converted the positioning strategy for valuing the customer in the recent times
KFC is highly positioned in the psychology of customers for the chicken menu and the recipe it
has there are many outlets that provide anything for the vegetarian customers to however when it
comes to the non-veg items KFC is at its best. In this research, the exploration of the
standardization and adaptation of a product in the international marketing mix will be done
providing special focus on KFC.
Research aim– The research is aimed at explaining and exploring the strategy considered as
valuable for expanding an international business considering the culture too.
Research objectives:
 Analyze how the multinational companies make use of the adaptation strategy in their
marketing mix
 Study the standardization strategy towards their marketing mix
 Analyzing how the specific food company (KFC) expand itself in different parts of the
world in the terms of culture.
 Explore that the strategies should work separately or together.
Research questions:
What is standardization and what are its impacts on marketing mix of a product of KFC?
What is adaptation and what are its impacts on the marketing mix of a product in KFC?
What is the extent of adapting or standardizing the products of a food retailer MNC’s on the
global scale?
How the company manages the cultural differences?

Running Head : MARKETING
Research problem
The time when the MNCs are expanding themselves on the global borders, it has to then
take care of the approaches of the standardization and the adaptation. The primary discussion of
the research paper will be to explore the extent the firms are favoring the process of
standardization and adaptation and the way these strategies go simultaneously in the global
marketing mix.
Rationale
This topic has been selected based on the fact of KFC being one popular brand in the
entire world. The reason behind the selection of the case study topic is that there is a lot of data
available on the food industry. KFC is a real-life company and can draw the conclusions on the
foundation of strategies followed by the company. It is the international company and has made
some changes as per the food culture of people of different countries as per the geographical
area. The analysis of the standardization and the adaptation can become easier with the clear
understanding of the company.
Hypothesis one
H1 null: The fast food companies will exhibit neither an adaptation nor a standardization
strategy across cultures.
H1 Alternative: The fast food companies will exhibit a pattern of adaptation across cultures.
Hypothesis two
H2 Null: The level of standardization/adaptation of the product will be consistent across all
product mixes.

Running Head : MARKETING
H2 Alternative: The level of standardization/adaptation will not be consistent across all the
product mixes.

Running Head : MARKETING
Chapter two: Literature review:
Product
The product of a company is the core of its international business. it can be said that both
the intangible and tangible elements which distinguish it from different entities in the whole
Marketplace is the product. A product is actually a bundle of satisfaction received by the buyer
including taste, form, odor, texture and color and the way it functions along with its packaging,
the warranty, the services of the manufacture and the label it has. The success of a company
solely depends on the way it can differentiate the product from the market competitors. However
there are few factors of success which can vary country wise. Hence for a company it is
extremely essential to select the suitable strategy between the product standardization and
product adaptation(Lundahl and Persson 2017). The product adaptation is the way the firm can
adopt the product as per the local markets. In short it is the method of modifying products for
various countries or the regions having designed new products in the foreign markets.
The Product standardization
The product standardization on the other hand is the way the company cells and then
advertises the particular product in the Global context. There are different types of products
based on the target group such as local products, multinational products, International products
and the Global products. Additionally,there are different ways also for introducing innovative
products in an emerging market. One of the best advantages of standardization is that is saves
expenses in departments such as marketing and production, research and development and the
like(Kotulla and Schmid 2016).The department of research and development can be concentrated
on one particular product without any problem of adapting the product to other cultures. In this

Running Head : MARKETING
way the department becomes successful in working more attentively, efficiently, effectively
cutting down the extra costs too. The marketing department also can work properly and can
become aligned with one campaign for the product(Rao-Nicholson and Khan 2017). The
different marketing methods such as packaging, branding are also standardized and makes the
market a bit more unified with the production and there is huge cost savings due to the fact that
there is same infrastructure, same technology and same methods followed. a company should not
adapt to the local needs because it is used to with the selling of same product in another market
too(Lundahl and Persson 2017). The world has become homogenized and there are wide
numbers of companies that use strategy of product standardization.
However, this strategy still depends on the way product is marketed and the place of their
being marketed. One of the most important factors is the quality and the standardization of
quality can be done through the international tools of quality management .hence in the recent
years it has become quite easy to standardize the quality of product in the Global context. As far
as the production efficiency is concerned, standardization of products undoubtedly leaves impact
on it positively. When a product that is currently produced is being uniformed, the process of the
production also becomes quite efficient because of factors such as specialization of labor, mass
production and automation of the process(Rao-Nicholson and Khan 2017).. It helps in
developing and establishing a well standard brand. This is because of the fact that an identical
good is becoming available in various markets helping the company to establish and strengthen
its brand without any doubt. This leads to a huge increase in production and the company can
earn more revenues. Apart from being beneficial to the organization only, the product
standardization helps the customers up to greater extent.

Running Head : MARKETING
The customers become able to select the exact desired product in any country .when the
differences within products are zero, the customers do not confuse and can select best product of
their expectation. Also they can obtain an optimum quality product with better living standards.
However there are some disadvantages of product standardization. It can be said that when a
company continues producing products with uniformity for a long period, it can cause the
company to stay in the same position in the whole industry. This can lead to stagnation which is
not good for an organization because the market competitors or the rivals can take easy
advantages of this fact. Therefore when a company is on the way of standardizing its product,
they should make some changes to the product with the changes in the environment.
Also, there might happen some communication failures since the consumer expectation
can change in any situation,any season and for any cause. in this regard the company usually
tries to maintain its consistency without giving focus on the demands of the consumers which
can result in bad situations for the survival of the organization. Last but not the least; it leaves
lesser options for the consumers because when a product becomes standardized,there is hardly
any scope for innovation.
The product adaptation:
The product adaptation is another strategy which is used mostly by companies that are
multinational the product adaptation is actually the method through which modification in an
existing product is done for reaching out to new markets. There are few product adaptation
strategies which are used such as target market ingredients design and packaging religion culture
language and others(Roberts and Cozzolino 2016). As far as the target markets are concerned
along with the languages ingredients designs a company should enter with various ways so that
they can be on the same page with different markets in such a way that the consumer

Running Head : MARKETING
requirements are completely fulfilled. Taken for example the Red Bull soft drink that is sold in
China and the Red Bull soft drink that is sold in North America are not similar to each other this
is due to the fact that Red Bull sold in North America has red and silver label standing for youth
and spirit on the other hand in China the label has red and gold standing for good luck and
wealth. The concepts are different from each other catering to the cultures of these two countries.
There are different types of product adaptation methods.
The mandatory adaptation suggests the adaption of products to specific local
requirements which helps in the physical and the legal operation being done in respective
countries. On the other hand the local non-mandatory adaption suggests the adaptation of a
product with the aim of providing the customers an opportunity to consume a superior product
that is not within the legal requirement. There are many reasons for these types of product
adaptation such as the usage factors, the cultural factors, local taxation policies, the legal
standards, the climate, differing consumer purchasing powers and effects of various marketing
processes.
Suitable models:
One of the most crucial and challenging tasks that a company goes through is weather to
standardize the product or to go for the product adaptation. The question of adaptation or
standardization leaves impact on all avenues of the business operations as finance, organizational
structure R&D production along with the marketing mix. The decision of whether a company
should choose standardization or adaptation solely depends on the attitude it has towards
different cultures. These attitudes are quite defined by few orientations in terms of the foreign
culture such as ethnocentric polycentric and the geocentric. Ethnocentrism has one such socio-
psychological dynamic which is widely used in order to describe the behaviors of human and the

Running Head : MARKETING
behavior between different cultures. The origin of ethnocentrisms is in the year 1906 when
William Graham Sumner had coined the term for the first time. The core of ethnocentrism can be
described in short as a belief system based on one'' cultures, country, activities. This is the
concept having a rare set of rules or principles that govern its existence.
These principles are actually distinguishing various groups having perceived their own
group to be superior, stronger above all others. The ethnocentrism can determine the way
companies behave while conducting business in a cross cultural context. The marketing people
perceive ethnocentrism in terms of Global Advertising. Moreover the ethnocentric customers are
likely to reject things which are not up to the mark as per their cultural values, people, and
symbols too. Therefore a marketer must market the products or services in synchronization with
the ethos of a culture and not with their own cultural values. The polycentric model is on the
other hand one orientation that makes use of adaptation in each market and the marketing mix it
has difference having dependent on the culture where it operates after differentiation this
approach of orientation captures and satisfying the requirements of each unique region the
polycentric approach establishes the global subsidiaries and can have its own marketing aims
along with policies which is different from the parent company as marketing human resource
discounts hiring finance and others the significant logic behind the approach of polycentrism is
that that an organization should do the way a region wants it to do as per its cultural values.
This is the way the parent company stage behind and permits the Global offices do their
decisions reflecting the practices of the local area. The geocentricism orientation model is a
mixture of the polycentric orientation and their innocent orientation it is found that there are
some similarities along with differences in the worldwide cultures therefore a balanced approach
has to be adopted in the marketing strategies because balance between the orientation has to be

Running Head : MARKETING
maintained the geocentric orientation can be defined to be a business phenomenon of global
equality between two cultures and Markets in simple words in the geocentric mind the
standardization and adaptation occur together the principal said geocentricism are leaned towards
the human resource the marketing in the policies of production which tries to synthesize the
Global along with the local practices taken for instance a decision maker based on the geocentric
orientation can endorse the international policy of pricing which can be adopted to the local
environment search decision makers usually crave for ratifying the policies which would become
adapted to the local and the Global contexts. Hence the question of whether a company e should
be adopted in the standardization of the adaptation into its Global marketing strategy is a
continued controversial debate one should compare the models and evaluate the advantages
against all the disadvantages before deciding the geocentric approach versus the whole world
being a possible market where there are no boundaries,the employees are from other countries
engaged into developing standardized product lines and the pricing is also according to the local
markets
The culture and the cultural adaptation
As per the definition of Hofstede (1984), the culture is a common but vague set of the
models because it is the collective programming of the whole human mind which distinguishes
the people of a particular group from anther group. It is the sense of values held collectively.
Also, it is defined as everything people think, have and do being the members of the society. It
further demonstrates that culture is made up of the ideas, the material objects, the beliefs,
attitudes which are specified. When the concept of culture is narrowed down, it is found that
cultural adaptation is considered as a type of behavioral adaptation of the recent organization as
the legal person. There are many scholars who have theorized and then studied the notion of the

Running Head : MARKETING
cross-cultural adaptation tending to move from one specific culture to another culture through
learning the elements as the norms, the rules, the language of new culture. The cultural
adaptation is further an evolutionary process through which one individual modifies the customs
for fitting into a specific culture(Larsson. and Jakobsson 2019). . It can further refer to the
gradual change within a specific society and the culture occurring as the people from various
backgrounds. The adaptive behavior further includes the age-structured behaviors required for
people for functioning safely in everyday life expected of the social group and the age. In order
to adapt to a particular culture is about facing a he challenge and following a new system of the
rules requiring an open mind. In short, the cross-cultural adaptation is actually the method of
adjusting the native paths of the behaviors and the thinking for becoming consistent with the
domestic culture. The scholar have focused on the behaviors of adaptation for the people in one
unfamiliar and new environment and the theories along with the works are valuable extremely
and similarly significant guiding the investigation providing some solid foundation and the
methods for authors who can continue the analysis.
Impact of the marketing strategies on the organizational performance
The performance is defined in terms of the efficacy, the efficiency along with the
economies in the forms of manifestation. It is thought that these three concepts can become
connected with the organizational performance. An ideal and successful marketing strategy
should notify an organization about where they should want to be positioned in a long term basis.
This is the reason why the marketing strategies are called one continuous process(Efrat, Gilboa
and Yonatany 2017). It is seen to be a marketing logic through which the business hopes in
achieving the marketing objectives. In terms of the business organizations, there is no such
activity where the marketer should not make the right type of decision regarding the components

Running Head : MARKETING
of marketing mix such as product, price, promotion, place with the help of the marketing
strategy. These are the primary components that should be moved and coordinated into ne
unified and effective strategy when the product is to perform properly in the market. It involves
the particular strategies for the marketing mix, the target market and the budget of the marketing
too(Madichie 2017). The rapid globalization in the market has prepared the companies to
perceive the internationalization of the events and the activities as a method of remaining
relevant in the whole market. The marketing strategy is one relevant tool for any such
organization for staying competitive in the market to become stronger.
The cultural marketing
Since, culture is considered as the most fundamental reason of a person’ behaviors and
wants, it is claimed that while planning for the marketing strategies across the borders, the
multinationals should consider the differences in the cultures as they result in various responses
of the consumers. It is further explained by Kotler that the culture leaves impact on the customer
behaviors through the personal, the social along with the psychological factors. The social, the
cultural and the personal factors are influencing respectively on the behaviors of the consumers
in the entire market. The companies can easily reach the final decision of the marketing mix
having studied and understood the consumer behaviors(Venaik and Midgley2019). The
marketing mix components or the variables of the marketing decision are under the control of the
company affecting the demand level for the products. These are extremely distinguished from the
competitive and the environmental activities which are totally under the control. It is further
proposed that the variables of the marketing decision are the product, the price, the place and the
promotion(Larsson. and Jakobsson 2019). The price as the variable is related with the allowance
and the deals, the retailer mark-ups, the distribution and the discount structure. The product is

Running Head : MARKETING
related with the models and the sizes, the quality, the brands and services and the packaging. The
promotion is connected with the sales promotion, the advertising, the publicity and the personal
selling whereas the place is related with the outlet distribution, the distribution channels, the
warehousing system and the territories of sales(Efrat, Gilboa and Yonatany 2017).
There have been many criticism on the formulation of the marketing mix of 4Ps or the
7Ps having argued about the lack of the strategic content that has made it quite unfitted to the
instrument planning. There are also some limitations of the marketing mix in the form of the
management tool that are common in almost all of the examined domains. These are the criticism
of the scholars about the marketing mix focusing on the short term transaction of market thanthe
interactive process of the development of relationships. The authors selected the marketing mix
of 7Ps being one analytical base for the study due to the fact that the tool of marketing mix is
accepted widely and globally used by the companies for studying the marketing strategies and
markets.
Conclusion
As a conclusion to the literature review, it can be said that this portion has elaborated on
the connected items , the relationships and the theories among them. First of all, the debate on
the standardization and the adaptation has been introduced in the literature review section along
with some important arguments from every side are compared for providing support to the
choice of KFC. The various definitions of the culture and the cultural adaptation have been
presented that is fundamental to the subsequent investigation having narrowed down the
discussion of the strategy of adaptation to the cultural adaptation. The relationship between the
marketing and the culture has been explained along with the idea of the marketing variables.

Running Head : MARKETING
Chapter 3: Methodology
The chapter of Metrology is aimed at introducing the way the study has used approaches
and strategies for the research. This particular chapter is consisting of a discussion regarding the
method used for collecting and analyzing the information for the study. The study has been
decided to be commenced with a short summary in introduction and it will then review the
process of research along with the way it can subsequently lead to the data collection, the
research philosophy is also elaborated along with the research approach and the strategy that is
used in the study.
The research purpose:
It is said that the research purpose is mostly utilized in the literature of research method
which is three fold consisting of exploratory, the explanatory and the descriptive. Also, it is
suggested that the exploratory research is one of the most valuable methods of searching for new
insights and assessing the research in a new aspect. It is specifically beneficial for a researcher
who wants to make a clear understanding of a problem regarding the study. It is further advised
that exploratory research can be conducted in three primary ways such as through searching the
literature, through interviewing the experts and through conducting the interviews of focus
group. It is further cited that there is a flexibility hidden in the exploratory research which does
not ensure the lack of direction to the enquiry. It means that the focus is primarily vast which
becomes narrow progressively with the spread of the research. The descriptive research on the
other hand can be one extension of specific piece of exploratory research. The name of the
descriptive research is to depict an appropriate profile of the people, the situation or events
because it is required to have clean picture of the entire phenomena based on which the data is
collected(Mertens, Pugliese and Recker 2017). Last but not the least, the explanatory research is

Running Head : MARKETING
that which establishes a causal connection between the identified variables. To figure out the
elaboration on this journal of research is to have a clear idea of a particular situation or problem
so that the relationship between the variables can be explained in a proper way. Therefore, the
aim of this study is to conduct comparison between the standardization and the adaptation taking
KFC as the case company.
The research philosophy
The research philosophy is actually one systematic search for the values for the existence
the knowledge, the language, mind and reason. This specific research needs one open mind for
developing facts to the previous mysteries. It is pointed out that one can develop the knowledge
in a specific field having embarked on a research work(Brown et al. 2015). Research philosophy
consists of some significant assumptions regarding the way a person views the world. There are
three types of research philosophy such as positivism, realism andinterpretivism. Positivism has
the ontological position that asserts something to be positive, known or truthful. Realism on the
other hand is the belief of reality existing unconventionally. Interpretivism as a contrast shows
that people usually interacts with the society and the world around them having created and
connected their own intersubjective and subjective meanings. In this study the positivism as the
research philosophy has been used because positivism holds the hands of valid knowledge and
verified data with empirical evidence.
Research approach:
The research approach is the procedure consisting of the steps of vast exemption to the
more detailed methods of data collection, the interpretation with analysis. It is founded on the
nature of the entire research problem which is at the research approach as per the data collection.
The research approach is of two types consisting of the quantitative and qualitative. On the other

Running Head : MARKETING
hand, the research approach based on the data analysis is of two types such as Inductive and
deductive. The deductive approach includes the establishment of particular theory which is a
rigorous test. It is one dominant research approach that presents the laws as the basis of the
explanation having laws of the phenomena anticipation after predicting the occurrence and then
permitting them to be well controlled. Therefore, this specific approach helps the researcher to
develop hypothesis through using theory. It is helpful in confirming or rejecting the hypothesis in
order to resolve a particular issue collecting various types of data. The inductive approach on the
other hand is kind of a reverse of the so-called reductive approach because observation of the
events is properly done before the making of the theory. This is one flexible approach due to the
fact that there is no such requirement of the predetermined theory in order to collect the data. It
helps in collecting the data prior to the making of the theory after the analysis of the theory.
Therefore, a person can use the observed data along the facts for reaching one tentative
hypothesis and then defining theory according to the whole research problem. This further
supports the research to provide inductive arguments. Therefore the deductive approach has been
selected because the nature of the study is that of a descriptive type. While carrying out the
study, it is adopted in the form of a model. After reviewing the literature it is aimed at drawing of
a theory along with the hypothesis. Hence, the collection of the data and the interpretation of the
data subsequently reject or accept the hypothesis of the research through the division of the
theory and the research questions are to be answered.
The research strategy:
The selection of research strategy is usually guided by the research questions, the extent
of knowledge of objectives, the resources available, the time spent and the philosophical
underpinnings of the person who is conducting the research. There are different strategies which

Running Head : MARKETING
can be employed and these are experiments, survey, case study, action research, grounded theory
ethnography, the civil research and others. The experiment is to study the links, the servey is
connected with the deductive approach and gained by use of the questionnaire administered to
the sample. Action research has the purpose of involvement of research practitioners, the
clarification of the results and the diagnosis. The grounded theory is about developing through
combination of the deduction and induction for predicting and explaining the behaviour. That
ethnography is about researching on a phenomenon in a context where it occurs without using
the data collection methods. The actual research is used with the administrative records, the
documents along with the source of whether the data is exploratory, explanatory or descriptive.
The case study is such a research consisting of empirical investigation, the real life
context having used various sources of evidences. It is further pointed out that there is no such
strategy which is superior or inferior inherently to the other strategy. As a consequence, the most
important point is not the standard that is attached with a particular strategy but the fact of
whether it will help the researcher for answering the research questions and meet the objectives
or not. It is further suggested that there are three search criteria for selecting the research strategy
which are the research question patterns, the extent of investigation over the behavioral events
and the degree of concentration put on the contemporary events. Additionally, the strategy of
case studies selected by the person can select between single case study and multiple case
studies(Hu 2016). It is also pointed out that a single case study is used when the person is aimed
at testing one case against the theory having allowed for in-depth research for testing numeric
variables. And the multiple case studiesis used when the person is aimed at comparing and
contrasting cases having increased the validity and initiating the scope for generalization.
Founded on the type of research question of the study, this research has adopted a case study

Running Head : MARKETING
strategy because it is to concentrate on particular company that is KFC for the empirical
evidence based on the real life context. The rationale of the selection of the strategy rests in the
agenda of the research which is found on the investigation of why the MNCs make use of
product standardization or adaptation and how they usually implement this. The case study
doesn't need the control of the behavioral events as the interviews. This case study in is aimed at
the contemporary events connected with the current debate of the choice of product strategy
employed by the MNCs in the Global markets.
The case study strategy
In order to complete the study , it is based on the case study on the MNC operating in the
Fast Food Industry which is KFC. The reason behind this is an MNC which is well known
worldwide and the secondary and the primary information are available readily particular to the
study. It will be better ideally if multiple case study had been selected which would have
increased the validity of the research having a allowed scope for generalization. But since there
is limited time and limited available resources, the single case study has been selected to be
worked on for carrying out the research. It is further suggested that the case studies usually
consist of attempts for explaining the connection existing in certainty in a particular organization.
For this reason, it is suggested that reality can become captured in using details by the researcher
where the analysis of multiple variables is typically possible. It is pointed out that case studies
can become weak because they are restricted typically to a particular organization and it is quite
hard to generalize the research outcomes because it is not that easy to find equal cases having
similar data(Steenkamp 2017). Additionally, there are various researchers who would use the
similar data in a different manner the consequence of which would be bias in terms of equation.

Running Head : MARKETING
Criteria for selection of sample
Regarding choosing the sample for the online survey, the websites presented in the
English language has been considered. English language is the international language which can
be understood and also spoken by almost every person in the world. Hence this is the first criteria
of choosing countries to become investigated for the ease of observation. In fact, all of the
nations that have been selected for visa meaning have their own menus translated into English
language which makes it quite easier to understand the comparison for the use of this study.
Considerably, KFC is and international company operating in most of the countries across the
world and this company was selected to be a good choice for the case study to be worked on
because of its International success, products and other. Another search criterion has been the
personal experience of the author and the aim was to examine the level of adaptation and
standardization of their International strategy of product marketing.The countries of primary
focus for the collection of data consist of four countries such as USA India Canada and England.
Because of the limitation of time it is aimed to be founded on the products of the marketing mix.
The method of Data Collection:
After presenting the theoretical framework on which the study is supposed to be founded
on for directing the investigation of research there are two types of data that which are the
secondary and primary data. The secondary data consists of the articles, the textbooks, journals
and existing academic research on the subject. The research relies mostly on the
secondarybecause this is to provide base for restoring and then familiarizing the concepts with
the existing research about the problem in the study(Albers 2017). On the other hand, the
primary data has been collected for answering the research question based on the products of
KFC offered in four selected countries which consists of the online survey from the official page

Running Head : MARKETING
of KFC. These data are extremely relevant to the study because the aim is to test the
standardization and adaptation level of the product strategies employed by the international
companies across cultures. Because the primary data collection process is through observation
and there is a date of reservation guide which is to be used this observation guide has served as a
guide in terms of obtaining the required data and the observed data is to lead consequences to the
research findings that will in turn become analyzed in connection to the research questions of the
study.
The validity and reliability of the collected data
The validity of the data is about the extent of accuracy of the data collected through the
methods. The reliability is the extent of which the techniques of Data Collection will lead to
observation for making conclusion having transparency from the raw data. It is also said that
there are four such tests which have been found for testing the quality of the empirical study and
that four tests are the construct validity, the internal validity, the external validity and
reliability .The construct validity is about creation of an operational measure for the concepts
that are being studied(Turner and Lambert 2015). The internal validity is about creation of a
causal relationship that means that particular situations are revealed for leading to other
conditions as distinguished from the connection that are authentic. The external validity is about
creation of the area to which the findings of a study can become generalized. The reliability on
the other hand, demonstrates that the methods of a study are able of being repeated and then
concluded with the similar outcomes. It is said that constant value it is quite challenging in the
case study because the data collection is founded on the online survey from the different
countries operated by KFC in telling that the data collected are quite concentrated on the web
pages that is one source of proof resulting in problem for the primary test. The second is that the

Running Head : MARKETING
internal validity is not that applicable for this particular data analysis because this test is only
applicable to the explanatory case studies where there is an establishment of casual relationships.
The third test that is external validity hovers around the usage of theory being the vital part of the
Research Design. It is expected that the collected data is helpful in measuring the intended
purpose as similar conclusion can be reached as compared to others in the same field.

Running Head : MARKETING
Chapter 4: Data analysis
This particular chapter mainly focuses on the analysis of the data that have been collected from
the primary sources. Standardization and adaptation of the product in the international marketing
mix is to be highlighted in the chapter and in case of KFC it also requires the data. The data that
have been collected from primary quantitative sources which mainly consist of the questions that
have been asked to the respondents. This research consists of 40 respondents and their responses
have been recorded for further analysis.
Qualitative research
The following are the questions that have been asked to the staffs and employees of KFC for
their standardization and adaptation of the product in international marketing mix.
Q1. What is your age?
Options Total percentage Number of respondents Total respondents
Male (18-60) 75% 30 40
Female (18-60) 25% 10 40
Table 4.1: Age of the respondents
(Source: Created by author)

Running Head : MARKETING
Male (18-60) Female (18-60)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Figure 4.1: Age of the respondents
(Source: Created by author)
The above table points out the age of the respondents which incorporates the male and female
employees of the company. This shows up that the age of male employees is essentially more
than the female employees. It can be clearly seen that the male contain of 75 % of the complete
respondents whereas female comprise of 25 % of the entire respondents.
Q2. What is your gender?
Options
Total
percentage
Number of respondents Total respondents
Male 75% 30 40
Female 25% 10 40
Table 4.2: Gender of the respondents

Running Head : MARKETING
(Source: Created by author)
Male Female
0%
10%
20%
30%
40%
50%
60%
70%
80%
Figure 4.2: Gender of the respondents
(Source: Created by author)
The above table centres out the gender of the respondents which consolidates the male and
female employees of the company. This shows up that the number of male is more than the
female employees. It can be clearly seen that the male employees include of 75 % of the
complete respondents in spite of the fact that female employees include of 25 % of the full
respondents.
Q3. Do the company provide you regular information about new product?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 50% 20 40
Agree 25% 10 40

Running Head : MARKETING
Neutral 13% 5 40
Disagree 8% 3 40
Strongly disagree 5% 2 40
Table 4.3: Regular information to the staffs by the company
(Source: Created by author)
50%
25%
13%
8%
5%
Strongly agree Agree Neutral
Disagree Strongly disagree
Figure 4.3: Regular information to the staffs by the company
(Source: Created by author)
This focuses out the recurrence of the company which gives standard information to the
employees along with the features of the new items within the certain period of time. It can be
seen that the most of the respondents have agreed as well as supported concurred with the
supposition as the company utilized to provide essential information to the employees at a
normal premise. Some of them responded and opined that the company was unfit to supply
normal data which additionally highlights many disadvantages towards the company. It in

Running Head : MARKETING
addition appears that the company has been holding the in common capacity to supply their
employees.
Q4. How does the company help with standardizing with new products?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 50% 20 40
Neutral 13% 5 40
Disagree 5% 2 40
Strongly disagree 8% 3 40
Table 4.4: Company help with standardizing with new products to the respondents
(Source: Created by author)
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Figure 4.4: Company help with standardizing with new products to the respondents

Running Head : MARKETING
(Source: Created by author)
It can be seen from the above table that the respondents in this particular research has opined
roughly their standardizing with new products. It can be clearly seen that larger portion of the
employees have concurred this thought with standardizing with new items which are given to
them. It suggests that the employees are given with way better assistance that would increase
their in general knowledge in their work output. A couple of the individuals have gone negative
with the conclusion that has been kept forward in conjunction with demonstrating out the
establishment of giving the facilities.
Q5. How far do you agree about the international marketing mix in the organization?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 13% 5 40
Neutral 50% 20 40
Disagree 8% 3 40
Strongly disagree 5% 2 40
Table 4.5: International marketing mix in the working area for employees
(Source: Created by author)

Running Head : MARKETING
Strongly agree Agree Neutral Disagree Strongly
disagree
0%
10%
20%
30%
40%
50%
60%
Figure 4.5: International marketing mix in the working area for employees
(Source: Created by author)
The figure that has been indicated over portion fundamentally highlights about the international
marketing mix inside the working region for employees within the industry. This basically gives
the common introduction of the international marketing mix inside the working regions. It
additionally highlights the benefits that are being given to the clients in their working hours. It
can be clearly seen that about half of the respondents have pointed neutral around the
international marketing mix among the workers. It as well highlights that the company is looking
forward to consider the international marketing mix for any kind of item inside the working
range. A couple of the employees have as well pointed towards different comes about at which
the company is more centred on.
Q6. How the company provides for enhancing international marketing mix which
employees have in their working place?
Options Total Number of respondents Total respondents

Running Head : MARKETING
percentage
Strongly agree 50% 20 40
Agree 13% 5 40
Neutral 25% 10 40
Disagree 5% 2 40
Strongly disagree 8% 3 40
Table 4.6: Responses for providing the enhancing international marketing mix in their
working place
(Source: Created by author)
Strongly agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Figure 4.6: Responses for providing the enhancing international marketing mix in their
working place
(Source: Created by author)

Running Head : MARKETING
It implies that the company has given enhancing international marketing mix to the workers
inside the working range and recorded with the responses of the respondents. It can be clearly
seen that larger portion of the respondents have agreed with the circumstance conjointly
highlights the working ranges where the enhancing international marketing mix are being
provided to them. This states that the company is cautious for their employees other than giving
better expectation techniques on the working areas of the company. Enhancing international
marketing mix basically centred on hardship of products, price, promotion and place on which
the revelation and evasion measures are required to be considered. Many of the representatives
have not agreed with the opinions that are given to them for better enhancing international
marketing mix.
Q7. How far do you agree that the company deals with adaptation of international
marketing mix?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 30% 12 40
Agree 20% 8 40
Neutral 13% 5 40
Disagree 35% 14 40
Strongly disagree 3% 1 40
Table 4.7: Responses for deals with adaptation of international marketing mix by the
company
(Source: Created by author)

Running Head : MARKETING
30%
20%
13%
35%
3%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Figure 4.7: Responses for deals with adaptation of international marketing mix by the
company
(Source: Created by author)
The figure that has been mentioned on the over part highlights the company deals with
adaptation of international marketing mix that is given by the company. Most of the members
have concurred with the conclusion and those are given with adaptation of international
marketing mix at the end of a certain period of time. A couple of the individuals have totally
disagreed with the supposition that the company given adaptation of international marketing mix
that are being given to the representatives inside their working areas. Other workplaces that are
given to the employees of the company are lesser well known than the adaptation of international
marketing mix which are being given to the representatives. Furthermore, the chart essentially
highlights the conclusions of the respondents that have been collected for the generally reason of
the research.

Running Head : MARKETING
Q8. Do you think the company has enough strategies in case of adaptation of international
marketing mix?
Options
Total
percentage
Number of respondents Total respondents
Yes 63% 25 40
Mostly 25% 10 40
No 13% 5 40
Table 4.8: Responses for having enough strategies in case of adaptation of international
marketing mix in the company
(Source: Created by author)
Yes
Mostly
No
0% 10% 20% 30% 40% 50% 60% 70%
Figure 4.8: Responses for having enough strategies in case of adaptation of international
marketing mix in the company
(Source: Created by author)

Running Head : MARKETING
The table that has been said inside the over portion fundamentally centres out the responses for
enough strategies in case of adaptation of international marketing mix inside the company. This
states that the company is cautious for their agents in with prevalent methods of strategies on the
working zones of the company. Most of the agents have agreed with the opinion which sheds
light on the company that it is able for taking care of the representatives in case of adaptation of
international marketing mix. This would impact on the company for better introduction of
international marketing mix which would also help in enhancing their profitability of the
company.
Q9. Do you agree that the company help for covering new products?
Options
Total
percentage
Number of
respondents
Total
respondents
Strongly agree 50% 20 40
Agree 25% 10 40
Neutral 13% 5 40
Disagree 8% 3 40
Strongly
disagree
5% 2 40
Table 4.9: Respondents responses for covering new products
(Source: Created by author)

Running Head : MARKETING
Strongly agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Figure 4.9: Respondents responses for covering new products
(Source: Created by author)
The over indicated table sheds light on the responses which have been collected from the
individuals that highlights the covering of new products. It centres out that most of the specialists
have agreed with the responses of the respondents that the company gives for covering the new
products inside the working conditions. These are the kind of facility that are given to the
employees in their working zones at the side giving other workplaces to them. Some of the
individuals have contradict this thought with the circumstance as they are not covered with new
products with the workplaces that are given to them. Also, this kind of fitting and given to the
both male employees as well as female employees inside the company.
Q10. How far do you agree for adaptation strategies of international marketing mix?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40

Running Head : MARKETING
Agree 38% 15 40
Neutral 25% 10 40
Disagree 3% 1 40
Strongly disagree 10% 4 40
Table 4.10: Responses for adaptation strategies of international marketing mix in the
company
(Source: Created by author)
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0% 5% 10% 15% 20% 25% 30% 35% 40%
Figure 4.10: Responses for adaptation strategies of international marketing mix in the
company
(Source: Created by author)
The table that has been mentioned in the over portion has pointed out the adaptation strategies of
international marketing mix that are being given to the employees of the company. It can be

Running Head : MARKETING
clearly seen that most of the employees have agreed this thought with the circumstance as the
company follows the adaptation strategies of international marketing mix. A couple of the
representatives have concurred with the supposition as they might get better evasion techniques
from the company during the time of adaptation strategies of international marketing mix.
Around 25 % of the total respondents have strongly agreed with the opinion that provides the
adaptation of the strategies within the international marketing mix.
Q11. Do you agree that the company manages the standardization of new marketing mix?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 25% 10 40
Neutral 25% 10 40
Disagree 13% 5 40
Strongly disagree 13% 5 40
Table 4.11: Company manages the standardization of new marketing mix
(Source: Created by author)

Running Head : MARKETING
25%
25%25%
13%
13%
Strongly agree Agree Neutral
Disagree Strongly disagree
Figure 4.11: Company manages the standardization of new marketing mix
(Source: Created by author)
In this case, larger portion of the respondents have given their opinions with the positive side
which means that they have agreed with the how the company manages the standardization of
new marketing mix. I can also be seen that the around 25 % of the respondents have neutral
opinion about the matter which have been asked to them. A couple of the members have not
agreed with the circumstance and many of the individuals have strongly disagreed with the
circumstance. This might clash with the opinions that are given in the midst of the time of
collecting the information and those are to be recorded for the research.
Q12. How do you agree that the company support for the enhancing place, price,
promotion and products?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40

Running Head : MARKETING
Agree 25% 10 40
Neutral 38% 15 40
Disagree 10% 4 40
Strongly disagree 3% 1 40
Table: 4.12: Support by the company for enhancing place, price, promotion and products
(Source: Created by author)
Strongly agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
Figure: 4.12: Support by the company for enhancing place, price, promotion and products
(Source: Created by author)
This particular above table also points out the opinion of the support that have been derived from
the respondents of the company. It also focuses on the support by the company on the verge of
enhancing the place, price promotion and products. Moreover, it can be clearly see that most of
the respondents’ have gone for the positive side which means that the company provides support

Running Head : MARKETING
for enhancing the marketing mix. Around 38 % of the respondents have neutral opinion as they
might care about what are being provided by the company. Some of the respondents have not
agreed with the opinion that have been provided to them.
Q13. How far do you agree that standardization and adaption of a product in a new
marketing mix takes place?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 38% 15 40
Agree 13% 5 40
Neutral 25% 10 40
Disagree 13% 5 40
Strongly disagree 13% 5 40
Table 4.13: Standardization and adaption of a product in a new marketing mix takes place
(Source: Created by author)
38%
13%25%
13%
13%
Strongly agree Agree Neutral
Disagree Strongly disagree

Running Head : MARKETING
Figure 4.13: Standardization and adaption of a product in a new marketing mix takes place
(Source: Created by author)
The above figure also shed light on the standardization and adaption of a product in a new
marketing mix along with products among the respondents. It can be clearly see that the
respondents have moved towards the positive side which means that he respondents have agreed
with the situation that the company standardization and adaption of a product in a new marketing
mix. 25 % of the respondents have neutral opinion which means they are not quite bothered
about sharing some information about the company. It c also be seen that some of the
respondents have disagreed that the company do not standardization and adaption of a product in
a new marketing mix among the employees.
Statisticalanalysis
The statistical analysis mainly focuses on the estimating the relationship between the dependent
variable and the independent variable. It allows the values which are associated with the data is
to be functioned within the responses that have been gathered for the research. The below figure
points out the regression statistics that focuses on the responses of the responses fort the
research.

Running Head : MARKETING
Figure 4.14: Regression analysis
(Source: Created by author)
The above figure points out the regression analysis of the responses that have been collected for
the research. The level of responses have been divided from range of 1 to 5 on which 1 means
strongly agree and 5 means strongly disagree. It can be clearly seen that the R square is on the
positive side and adjusted R square is on the negative. This mainly signifies that the regression is
positive and the total number of observation is 40. In addition to this, Anova have also been
performed which points out 85.775 for the test.
The correlation analysis have also been performed which correlates with the variable that are
present within the data set. The following figure focuses on the correlation analysis.
Figure 4.15: Correlation analysis

Running Head : MARKETING
(Source: Created by author)
The above figure shed light on the strength of the variable and it is strictly connected with
regression analysis. In regression analysis, the Multiple R is the correlation which values to -
0.089648437. Only the correlation of the significant variable is to be functioned among the
variables that are available for the analysis. The moment correlation is to be assumed with one
variable which focuses on the square method of the data that focuses on the line between the
points. The value that have been derived from the analysis states that the company is efficient
and the overall relation among the variable are quite strong.

Running Head : MARKETING
Chapter five: Recommendation
After studying and exploring the standardization and the adaptation strategies of KFC
being the international marketer, it can be recommended that :
 It should keep the focus always on the product differentiation through which it can win
the war of price.
 The flexibility to the managers should be given so that they can cope with the diversity of
the local conditions along with the response to the change in the market.
 The leaders should be motivated to have a view of the current culture of a specific
market and then modify the products accordingly.
 In order to avoid the potential threats connected with the business of Mexico, it is
recommended that KFC should put more weight in terms of the franchising strategy
combined with the multi-domestic strategy. It will help the company to change the menu
as per the local taste.
Chapter six: Conclusion
Therefore the primary purpose of this study has been to prepare an investigation on the
extent that the MNCs go in the standardizing order of a product in the international market. As
far as the level of adaptation is standardization is concerned, both the disadvantages and
advantages of the product adaptation and standardization have been properly reviewed and as per
the theory it is suggested that intentions for the standardization sometimes overwrite the rationale
behind the adaptation. The MNCs too consider the advantages of adaptation in circumstances
which show that the strategy of the product is inevitable. Hence, from the findings of this study
the first hypothesis is being rejected and the alternative hypothesis being accepted to concluding

Running Head : MARKETING
that the companies in Fast Food Industry will exhibit a pattern of adaptation across culture.
Additionally the second hypothesis cannot be rejected because the findings of the study support
the level of standardization of the product which will stay consistent across all product mix. This
study was quantitative in its nature and there is no scope for generalization and findings have
been drawn from the interpretation of the data considering the fact that the study has been under
only one case study. The study is quite interesting from the perspective of a company in the
Global retailing industry and KFC has been a successful company having successful Global
operations. Hence it is suggested that it provides a good example in terms of writing about
MNCs in the Fast Food Industry.
Future implication the study has provided by the understanding of the way MNCs in the Fast
Food Industry would select to adopt a standardized their product actress all the cultures. The
study has impact on such a step for better comprehending the complex interconnections of basics
that I didn't went in the descriptive realisation of a company's strategy of product marketing in
the Global context. For having the findings applied to the The Other MNCs it is suggested that
the future research on this topic should include the expansion of the study by considering the
case studies for able to analyse the research findings for stock that same case study should be
expanded for comparing more countries the having conducting personal interviews with the
employees and the customers for stop the future study should also investigate the real factors
which may lead the company decision in terms of selecting a product strategy.

Running Head : MARKETING
Reference
Albers, M.J., 2017. Quantitative data analysis—In the graduate curriculum. Journal of Technical
Writing and Communication, 47(2), pp.215-233.
Brown, J.B., Ryan, B.L., Thorpe, C., Markle, E.K., Hutchison, B. and Glazier, R.H., 2015.
Measuring teamwork in primary care: Triangulation of qualitative and quantitative data.Families,
Systems, & Health, 33(3), p.193.
Efrat, K., Gilboa, S. and Yonatany, M., 2017. When marketing and innovation interact: The case
of born-global firms. International Business Review, 26(2), pp.380-390.
Hapsari, C., Stoffers, J. and Gunawan, A., 2017. The Influence of Perceived Cultural and
Business Distance on International Marketing Strategy Decisions; A Case Study of Telkom
Indonesia International. International Review of Management and Marketing, 7(3), pp.238-245.
Hatzithomas, L., Fotiadis, T.A. and Coudounaris, D.N., 2016. Standardization, adaptation, and
personalization of international corporate social media communications. Psychology &
Marketing, 33(12), pp.1098-1105.
Hu, Z., 2016. Two perspectives of international marketing: standardization versus adaptation.
In Research Frontiers on the International Marketing Strategies of Chinese Brands (pp. 53-
65).Routledge.
Kotulla, T. and Schmid, S., 2016.International Standardization and Adaptation of Products–
Combining the Fit Approach and the Profit Logic. Marketing: ZFP–Journal of Research and
Management, 38(4), pp.180-198.

Running Head : MARKETING
Larsson, M. and Jakobsson, K., 2019. The Role of Standardization and Adaptation in the
Marketing Mix: A case study on a professional service firm.
Leonidou, L.C., Katsikeas, C.S., Samiee, S. and Aykol, B., 2018. Advances in Global
Marketing.Springer.
Linkov, I., Massey, O., Keisler, J., Rusyn, I. and Hartung, T., 2015. From" weight of evidence"
to quantitative data integration using multicriteria decision analysis and Bayesian methods.
Altex, 32(1), p.3.
Lundahl, A. and Persson, S., 2017. Customer based pricing: The implementation of
standardization and adaptation in the international pricing strategy.
Madichie, N.O., 2017. Western Marketing Education in the Arab World: Where are we in the
‘Adapt’Versus ‘Standardize’Debate?. In The Customer is NOT Always Right? Marketing
Orientationsin a Dynamic Business World (pp. 851-855).Springer, Cham.
Mertens, W., Pugliese, A. and Recker, J., 2017.Quantitative data analysis.A companion.
Rao-Nicholson, R. and Khan, Z., 2017.Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing Review.
Roberts, J.J. and Cozzolino, D., 2016. An overview on the application of chemometrics in food
science and technology—an approach to quantitative data analysis.Food Analytical Methods,
9(12), pp.3258-3267.
Röst, H.L., Sachsenberg, T., Aiche, S., Bielow, C., Weisser, H., Aicheler, F., Andreotti, S.,
Ehrlich, H.C., Gutenbrunner, P., Kenar, E. and Liang, X., 2016.OpenMS: a flexible open-source
software platform for mass spectrometry data analysis. Nature methods, 13(9), p.741.

Running Head : MARKETING
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Turner, K.J. and Lambert, P.S., 2015.Workflows for quantitative data analysis in the social
sciences.International Journal on Software Tools for Technology Transfer, 17(3), pp.321-338.
Venaik, S. and Midgley, D.F., 2019.Archetypes of marketing mix standardization-adaptation in
MNC subsidiaries. European Journal of Marketing.

Running Head : MARKETING
Appendices
Appendix 1
Q1. What is your age?
Options Total percentage Number of respondents Total respondents
Male (18-60) 75% 30 40
Female (18-
60)
25% 10 40
Table 4.1: Age of the respondents
(Source: Created by author)
Q2. What is your gender?
Option
s
Total percentage Number of respondents Total respondents
Male 75% 30 40
Female 25% 10 40
Table 4.2: Gender of the respondents
(Source: Created by author)
Q3. Do the company provide you regular information about new product?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 50% 20 40

Running Head : MARKETING
Agree 25% 10 40
Neutral 13% 5 40
Disagree 8% 3 40
Strongly disagree 5% 2 40
Table 4.3: Regular information to the staffs by the company
(Source: Created by author)
Q4. How does the company help with standardizing with new products?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 50% 20 40
Neutral 13% 5 40
Disagree 5% 2 40
Strongly disagree 8% 3 40
Table 4.4: Company help with standardizing with new products to the respondents
(Source: Created by author)
Q5. How far do you agree about the international marketing mix in the organization?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 13% 5 40
Neutral 50% 20 40
Disagree 8% 3 40

Running Head : MARKETING
Strongly disagree 5% 2 40
Table 4.5: International marketing mix in the working area for employees
(Source: Created by author)
Q6. How the company provides for enhancing international marketing mix which
employees have in their working place?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 50% 20 40
Agree 13% 5 40
Neutral 25% 10 40
Disagree 5% 2 40
Strongly disagree 8% 3 40
Table 4.6: Responses for providing the enhancing international marketing mix in their
working place
(Source: Created by author)
Q7. How far do you agree that the company deals with adaptation of international
marketing mix?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 30% 12 40
Agree 20% 8 40
Neutral 13% 5 40

Running Head : MARKETING
Disagree 35% 14 40
Strongly disagree 3% 1 40
Table 4.7: Responses for deals with adaptation of international marketing mix by the
company
(Source: Created by author)
Q8. Do you think the company has enough strategies in case of adaptation of international
marketing mix?
Option
s
Total percentage Number of respondents Total respondents
Yes 63% 25 40
Mostly 25% 10 40
No 13% 5 40
Table 4.8: Responses for having enough strategies in case of adaptation of international
marketing mix in the company
(Source: Created by author)
Q9. Do you agree that the company help for covering new products?
Options
Total
percentage
Number of
respondents
Total
respondents
Strongly agree 50% 20 40
Agree 25% 10 40
Neutral 13% 5 40
Disagree 8% 3 40
Strongly 5% 2 40

Running Head : MARKETING
disagree
Table 4.9: Respondents responses for covering new products
(Source: Created by author)
Q10. How far do you agree for adaptation strategies of international marketing mix?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 38% 15 40
Neutral 25% 10 40
Disagree 3% 1 40
Strongly disagree 10% 4 40
Table 4.10: Responses for adaptation strategies of international marketing mix in the
company
Q11. Do you agree that the company manages the standardization of new marketing mix?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 25% 10 40
Neutral 25% 10 40
Disagree 13% 5 40
Strongly disagree 13% 5 40
Table 4.11: Company manages the standardization of new marketing mix
(Source: Created by author)

Running Head : MARKETING
Q12. How do you agree that the company support for the enhancing place, price,
promotion and products?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 25% 10 40
Agree 25% 10 40
Neutral 38% 15 40
Disagree 10% 4 40
Strongly disagree 3% 1 40
Table: 4.12: Support by the company for enhancing place, price, promotion and products
(Source: Created by author)
Q13. How far do you agree that standardization and adaption of a product in a new
marketing mix takes place?
Options
Total
percentage
Number of respondents Total respondents
Strongly agree 38% 15 40
Agree 13% 5 40
Neutral 25% 10 40
Disagree 13% 5 40
Strongly disagree 13% 5 40
Table 4.13: Standardization and adaption of a product in a new marketing mix takes place
(Source: Created by author)

Running Head : MARKETING