Standardisation in Marketing

Marketing The topic
of standardisation

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
A definition of standardisation/adaptation.............................................................................3
A critical evaluation of market focus, product and service including reasons for the
company’s international strategy development......................................................................4
CONCLUSION..........................................................................................................................5
REFERENCES...........................................................................................................................6
Books and journals.................................................................................................................6

INTRODUCTION
Marketing can be defined as a function of organisation which is related to using different
tools and techniques which help the organisation in maintaining a relationship with customer
in accordance with achieving the business objective by selling the production services (de
Casanove and Lambert, 2016). Standardization also act as an part of marketing which is
helpful to the organisation in making a standard product line which can easily fulfil the
requirements of customers by providing quality products to the customer. In context of the
present report there is discussion on the topic standardization within the market where
different strategies can be adopted by the organisation in order to fulfil the requirements of
standardization.
MAIN BODY
A definition of standardisation/adaptation
Standardisation is a process of implementing and developing appropriate technical standards
which are based on several consequences in order to manage different parties within the
organisation which include form user interest group standard organisation and governments.
Standardization is an essential process within the organisation which has to be used in
accordance with organisation function and must be examined according to the needs and
requirements of the current business era (Kamara, 2017).
It is identified that there are a number of factors and key trends which are impacting
on the operation of multinational corporations in terms of standardization which make it
essential for the firm to use appropriate system. It is identified that most of these are related
to international companies especially in the target market of organisation. It includes different
factors such as culture economic and political which are directly related to the competition
within the industry and impact the organisation as a use of standardization. Some of these are
discussed below:
Culture: standardisation is important aspect within the culture of organisation which also
impacting performance of an international company such as Tesco. It is evaluated that Tesco
is operating at global level where it is important for organisation to manage the culture in an
effective way where it has to follow some particular standards so that it can fulfil the needs
and requirement and manage the behaviour of different individual according to the current
requirements. This makes it essential for the organisation to achieve the business objectives
and perform the function according to the needs and requirements (Knowles, Baron and
McGarr, 2016).
Political: political factors are also impacting on the organisation which is included
under the standardization process where there are a number of political factors such as
changes in government policies terrorism and many other which impact on organisation
decision making ability in regards to standardization and adoption. Here it is needed to the