Standardization/Adaptation of International Marketing

Standardization/Adaptation
of International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Standardization and Adaption of International Marketing..............................................................3
Issues in IM might faces by international companies..................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
International marketing (IM) is a process of planning and executing the pricing,
promotion and distribution strategies for company's goods, services and ideas at international
level. The main aim of these strategies is to reach large market and satisfy individual and
organizational objectives. This report will investigate and evaluate the issues that international
companies may face and how they can deal with the same. This report basically evaluate the
international marketing issues such as product, pricing, distribution and communication
strategies which affect companies operates in international market. Lastly, the report will
analysis and evaluate all this issues using the support of secondary resources such as Literature
Review on consumer behaviour and IM. This report will the International Companies to identify
the factors which may affect their ideas and goods in both positive and negative way.
Standardization and Adaption of International Marketing
Issues in IM might faces by international companies
According to American Marketing Association (AMA), IM is a planning process which
need to be adopted by all companies that want to operate internationally. In order to expand the
business in international market, the companies need to express and launch its ideas and products
to consumers. While IM research, the companies basically faces various issues which need to be
solved in order to improve companies brand image and reputation. The central issues that
international companies may face and ways they adapt to resolve it is as follows:
Product Issues:
This is an issue which involve the decision regarding the products or product line need to
be offered in a particular country market. This decision must be based on the culture and
behaviour of that specific local customers. As per the opinion of Author, the international
product strategy is a part of IM mix which helps the international companies to attract more and
more customers. In order to solve this issue, the international companies need to understand the
culture and behaviour of that specific country market. For this, they can adopt PESTLE analysis,
cultural analysis and International Product Life Cycle model. This helps the companies to
understand the taste, preferences and demand of the customers of each country and offered the
products and services to satisfy them. However, the author, also states that the product line of
international companies must be as per local responsiveness and if (not) than proper promotion