International Marketing Strategy - Standardisation and Customisation

Running head: INTERNATIONAL MARKETING STRATEGY
INTERNATIONAL MARKETING STRATEGY
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INTERNATIONAL MARKETING STRATEGY
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Executive Summary
Standardisation is considered as an approach that can acclimatize to function across diverse
cultures as well as countries with an agenda of endorsing products. Service businesses have
been gradually focusing on the needs of small segments of clients or even specific clients;
there remains an important issue concerning ways of providing greater value to the clientele
in cost-effectual manner in order to confirm utmost customer satisfaction. The relationship
between customization and service quality has been drawn from the association between
marketing and exchange theory. Standardisation tends to improve service quality. Marketing
standardization is considered as one of the elements adds towards an effective global strategy.
Nevertheless, the appropriateness of standardized or customized marketing relies on the
characteristics of the industry as well as markets within which an organization operates. The
following report has provided evidences of standardisation and customisation debate in the
global market strategy. It has also evaluated the extent to which the effect of standardization
and customization has influenced the market selection method of SMEs and LSEs in the U.K.

INTERNATIONAL MARKETING STRATEGY
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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Effect of standardization and customization in international marketing...............................3
Customisation and Standardization as opposed to service quality.........................................5
Standardization and Customization impact on SME brand adaptation in international
marketing................................................................................................................................6
Conclusion..................................................................................................................................8
References..................................................................................................................................9

INTERNATIONAL MARKETING STRATEGY
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Introduction
The increasing expansion of business into global markets have led majority of
organizations to adopt international marketing strategies with an aim of safeguarding them
from overseas competitors. Thus, standardisation and customisation are two vital approaches
which are typically taken into consideration in order to comprehend the underlying concepts
of global marketing. In the view of Skarmeas, Zeriti and Baltas (2016), Standardisation is
considered as an approach that can acclimatize to function across diverse cultures as well as
nations with an agenda of endorsing products. Thus, markets are developing greater level of
similarity and making standardisation a key for survival. Irrespective of number of benefits of
standardisation, the marketing approach shows few drawbacks. Standardization of marketing
practices all through diverse markets has been appealing as potential economies of scale in
production, endorsement and distribution and exploration along with expansion. The
following report will discuss the significance of standardisation and customisation debate in
the realm of international marketing strategy. Additionally, it will analyse the degree to
which it shapes the market selection method of Small and Medium Sized enterprises as well
as large scale enterprises.
Discussion
Effect of standardization and customization in international marketing
Marketing practitioners as well as scholars have addressed successfully managing
client service pleasure and improving client reliability. It has been found that increased level
of client satisfaction in the long run results in higher level of client loyalty along with word of
mouth communication. According to Dangelico and Vocalelli (2017), as service businesses
have been progressively focusing on the needs of small segments of clients or even individual