Strategy of Adaptation and Standardisation Assignment

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It also has some disadvantages such as, difference in
consumer needs and wants, difference in brand and
product development, differences in the legal
environment, etc. this report will cover the significance
strategy of adaptation and standardisation.

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FMCG are those products that can be sold be seller at
considerable low cost. Non durable goods such as
package foods, beverages, toiletries and many other
consumables. Some FMCGs such as nonveg, fruits and
vegetables, dairy products and baked food are highly
perishable (Al‐Khatib, Al‐Habib, M.I., Bogari and
Salamah, 2016).
Exploratory research deals with identifying the quality of
the problem and the related variables. It is characterised
by the high degree of flexibility, and it depends upon
the secondary data.

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International marketing research is the accumulation,
design, recording, analysis, representation and reporting
of information

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FMCG are those products that can be sold be seller at
considerable low cost. Non durable goods such as
package foods, beverages, toiletries and many other
consumables. Some FMCGs such as nonveg, fruits and
vegetables, dairy products and baked food are highly
perishable (Al‐Khatib, Al‐Habib, M.I., Bogari and
Salamah, 2016).
Exploratory research deals with identifying the quality of
the problem and the related variables. It is characterised
by the high degree of flexibility, and it depends upon
the secondary data.

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Adaptation is essential to survive and move ahead in the
global market. The ability to adapt to people, situations
and surroundings provides greater opportunities.
Standardisation is the process of developing technical
modular based on the agreement of different parties
such as firms, interest groups, standardized
organisation. Global standardisation can be defined as
an approach of applying universal marketing globally.
In this, marketers use same set of strategy for all the
markets in order to ensure the standardisation.

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. According to Conceptual Model of International
Marketing Strategy, the level of both the strategies i.e.
standardisation or adaptation influences by two critical
factors i.e. external and internal. According to the
Theodosiou and Leonidou, the mentioned strategy
possess direct influences on the growth of the
company.t can hamper the sales, market share, customer
attitude and profit capacity of the company. For
example, Apple company, are highly standardised and
this is affected not wholly but partially by the fact that
its products such as I Phone, I Pad and other devices do
satisfy the same types of customer’s needs. Strategy of
standardisation aids in gaining attention from word of
mouth publicity as well (Clarke, Owens and Ford,
2015).

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This tactic has proved to be very effectual while having a
motive mass consumption of any given products. It is
being used by Red Bull so that it can able to touch the
needs of customers of different market (Nainaar and
Masson, 2018).

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Along with some advantages of adaptation strategy, there
are also some disadvantages of it. One of the major
disadvantage is high level of financial expenses. Learning
the description of local culture can prove to be an
expensive initiative. Another disadvantage is low speed of
implementation. In some cases, global businesses
following adaptation strategy may even initiate change
some market. However, this is difficult in real situation
and it depends on factors such as industry nature, life
cycle of product budget of research and development,
infrastructure level in the local market, the competition
level and others.
This set of approach supports in allowing global
marketing that aids in meeting the requirement of

regional market. These changes may be political,
economic, social or technological.

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Therefore, it is important for companies to ensure that
customers have same needs and demand or not.

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It provides opportunity to companies which helps them to
gain experience and knowledge from different
countries, and also helps them to find out issues
globally. Another advantage is that there is no more
requirement of exchanges of ideas within the firm and
the standardization also allow a better use of their
resource management.
It leads to create less confusion between customers who
used to travel in different counties. Along with this it
also leads to help in presenting strong brand image in
global market(Zeriti, Robson and Leonidou, 2014).

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With the help of it, there will be high amount of
exchanging of business ideas and technological know-
how which will aids in developing significant strategy of
standardisation. Through this, overall effectiveness of
stategy can be increased and aids in capturing larger
market share (Liu, Perry, Moore and Warnaby, 2016.)

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When the company will not be regarded as a foreign one,
it is also important for customers because they tend to
prefer those companies which are familiar to them.
Further more the company has to change the
advertisement of the products or services after different
stages of the life cycle of the product in different
markets with the aim to attract the buyer. The company
is able to use different sources of media, is the another
importance of adaptation strategy, since availability and
usage differ in different counties(Khan, Lew and Park,
2015).

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. Apart from this company can modify their advertisement
as based on its product life cycle in different marketing
with the goal of targeting large number of customers. At
last firm can easily use its different media sources so
that customers can be highly influenced. For instance,
Red bull in North American is developed in colour
option like red, blue and silver. Whereas in North
America, red colour is perceived as a symbolic
representation of action and courage and blue signifies
Dynamism and Youth.

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Adaptation is the change in the structural, functional and
behavioural attributes of an organisation for survival
and to cope up with the existing environmental
conditions. And lastly it concluded that when a
standardised strategy forecasts a failure an adaptation of
the international marketing strategy is useful. In that
case, product related attributes influence consumer
behaviour.

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Zeriti, A., Robson, M.J., and Leonidou, C.N., 2014.
Sustainable export marketing strategy fit and
performance. Journal of International Marketing. 22(4).
pp.44-66.
Liu, S., Perry, P., Moore, C. and Warnaby, G., 2016. The
standardization-localization dilemma of brand
communications for luxury fashion retailers'
internationalization into China. Journal of Business
Research. 69(1). pp.357-364.

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