Marketing Report: Standardisation of International Marketing
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This report investigates the critical topic of standardisation and adaptation within international marketing, focusing on how companies like Tesco navigate the complexities of global markets. It begins by defining standardisation and adaptation, and then examines the key trends impacting multinational corporations (MNCs), including cultural, economic, and political factors. The report critically evaluates market focus, product, and service strategies, exploring the reasons behind companies' international strategy development, such as competitor analysis and product testing. It highlights the importance of differentiation and innovation strategies, recommending specific approaches for Tesco to enhance product standardisation. The report concludes by emphasizing the significance of standardisation in achieving organizational objectives and adapting to the changing business environment. The report incorporates relevant literature and provides valuable insights into the challenges and opportunities of international marketing.

Marketing The topic
of standardisation
of standardisation
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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......................................................................................................................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
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
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organisation that it must focus on appropriate policies as well as utilising the resources
according to the requirement of the current business environment so that it can minimise the
threats from the political sites and can improve its functioning in an appropriate way. Tesco is
also using these functions according to the requirements so that form can perform its function
and manage responsibilities accordingly.
Economic: Economic factors are those which are related to the organisational functioning
and will impact on the performance of firm in order to meet the requirements. This is
analysed that there are various economic factors which are related to the standardization and
adoption which impact on organisational decision making and will lead to improper
utilisation of resources in context of this organisations which are operating at multinational
level such as Tesco use appropriate system which help the organisation in meeting the
requirements of economic factor as well as formulation different rules and regulations which
are related to standardization of their products and services and managing the function
according to the customer requirements (Matricano and Vitagliano, 2018).
A critical evaluation of market focus, product and service including reasons for
the company’s international strategy development
Performing function in international market is essential for every Organisation in
order to meet its objective as well as improving its function within the market and managing
revenues according to the international level. And this there is various strategies which can be
adopted by the organisation. Tesco is using some strategies and reasons which make it
essential for the organisation to enter within the international market some of these are
discussed below:
Getting knowledge about the competitors: Getting knowledge about the prime
competitor is a major factor which is used by the organisation in order to conduct an
appropriate research about the market this is because it is helpful to the organisation in
analysing its competitive within the market and implementing appropriate policies according
to the target customers. This is also helpful in determining what should be done within the
market so that organisation can achieve its results as well as what are the strength and
competitive advantages to its competitors which has to be identified according to the
requirements (Pavliková and Čihovská, 2017)
Testing of product: one more reason behind conducting effective market research in
context of international market is that organisation want to be part of the international market
where it has to analyse and test its product so that it can identify its worthiness as well as
competitive strategies which can be adopted. This will help organisation utilising various
kind of resources as well as identifying the appropriate strategies which can be adopted to
implement the product and sell the product within the market where it is going to expand.
Differentiation
Differentiation is a strategy which can be adopted by Tesco in order to meet the
requirements of international standards and perform its function in an appropriate manner
within the international market. This is because organisation is operating within retail
according to the requirement of the current business environment so that it can minimise the
threats from the political sites and can improve its functioning in an appropriate way. Tesco is
also using these functions according to the requirements so that form can perform its function
and manage responsibilities accordingly.
Economic: Economic factors are those which are related to the organisational functioning
and will impact on the performance of firm in order to meet the requirements. This is
analysed that there are various economic factors which are related to the standardization and
adoption which impact on organisational decision making and will lead to improper
utilisation of resources in context of this organisations which are operating at multinational
level such as Tesco use appropriate system which help the organisation in meeting the
requirements of economic factor as well as formulation different rules and regulations which
are related to standardization of their products and services and managing the function
according to the customer requirements (Matricano and Vitagliano, 2018).
A critical evaluation of market focus, product and service including reasons for
the company’s international strategy development
Performing function in international market is essential for every Organisation in
order to meet its objective as well as improving its function within the market and managing
revenues according to the international level. And this there is various strategies which can be
adopted by the organisation. Tesco is using some strategies and reasons which make it
essential for the organisation to enter within the international market some of these are
discussed below:
Getting knowledge about the competitors: Getting knowledge about the prime
competitor is a major factor which is used by the organisation in order to conduct an
appropriate research about the market this is because it is helpful to the organisation in
analysing its competitive within the market and implementing appropriate policies according
to the target customers. This is also helpful in determining what should be done within the
market so that organisation can achieve its results as well as what are the strength and
competitive advantages to its competitors which has to be identified according to the
requirements (Pavliková and Čihovská, 2017)
Testing of product: one more reason behind conducting effective market research in
context of international market is that organisation want to be part of the international market
where it has to analyse and test its product so that it can identify its worthiness as well as
competitive strategies which can be adopted. This will help organisation utilising various
kind of resources as well as identifying the appropriate strategies which can be adopted to
implement the product and sell the product within the market where it is going to expand.
Differentiation
Differentiation is a strategy which can be adopted by Tesco in order to meet the
requirements of international standards and perform its function in an appropriate manner
within the international market. This is because organisation is operating within retail
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industry where it is selling number of products and services which include a wide range of
products. Here organisation can use the differentiation strategy where it has to provide the
innovative products to the customer so that it can easily attract them within the market as well
as improve its function according to it. This strategy will help the organisation and
developing appropriate path which will guide and motivate different individuals within the
industry to follow it and achieve objectives. This is also essential for TESCO in order to
maintain the profit stability level as innovation will attract number of customer at
international level which will promote organisation function and help in achieving the
business objectives (Turnbull, Howe-Walsh and Boulanouar, 2016).
In order to bring the standardization within the product it is recommended to the Tesco that it
can follow some process within differentiation strategy which is helpful to the organisation in
improving its function and managing them in accordance with current situation.
It is recommended to the organisation that in order to improve the standardization of
the products and services which it offer to the employees in local markets as well as at
global reach organisation can use appropriate extent of innovation and special grading
criteria in accordance with the current business situation so that it can easily
implement the product within the market and can differentiate them according to the
quality.
CONCLUSION
It can be concluded that standardization act as an important part of organisation which
is related to achieving the objectives of organisation and performing the function in an
appropriate manner. Standardization is a process which is used by the organisation in order to
meet the requirements so it can be analysed that it is important for firm in order to adopt new
technology and bring innovation within the market by using differentiation policies
products. Here organisation can use the differentiation strategy where it has to provide the
innovative products to the customer so that it can easily attract them within the market as well
as improve its function according to it. This strategy will help the organisation and
developing appropriate path which will guide and motivate different individuals within the
industry to follow it and achieve objectives. This is also essential for TESCO in order to
maintain the profit stability level as innovation will attract number of customer at
international level which will promote organisation function and help in achieving the
business objectives (Turnbull, Howe-Walsh and Boulanouar, 2016).
In order to bring the standardization within the product it is recommended to the Tesco that it
can follow some process within differentiation strategy which is helpful to the organisation in
improving its function and managing them in accordance with current situation.
It is recommended to the organisation that in order to improve the standardization of
the products and services which it offer to the employees in local markets as well as at
global reach organisation can use appropriate extent of innovation and special grading
criteria in accordance with the current business situation so that it can easily
implement the product within the market and can differentiate them according to the
quality.
CONCLUSION
It can be concluded that standardization act as an important part of organisation which
is related to achieving the objectives of organisation and performing the function in an
appropriate manner. Standardization is a process which is used by the organisation in order to
meet the requirements so it can be analysed that it is important for firm in order to adopt new
technology and bring innovation within the market by using differentiation policies

REFERENCES
Books and journals
de Casanove, A. and Lambert, I., 2016. How Corporate Standardisation Shapes Tomorrow's
Business. In Effective Standardization Management in Corporate Settings (pp. 1-
17). IGI Global.
Kamara, I., 2017. Co-regulation in EU personal data protection: the case of technical
standards and the privacy by design standardisation'mandate'. European journal of
law and technology, 8(1).
Knowles, W., Baron, A. and McGarr, T., 2016. The simulated security assessment
ecosystem: Does penetration testing need standardisation?. Computers &
Security, 62, pp.296-316.
Matricano, D. and Vitagliano, G., 2018. International Marketing Strategies in the Jewellery
Industry: Are They Standardised, Adapted or Both?. International Journal of
Marketing Studies, 10(1), pp.1-10.
Pavliková, M. and Čihovská, Č., 2017. Adaptation of marketing tools in retail
companies. Economic annals-XXI, (164), pp.71-75.
Turnbull, S., Howe-Walsh, L. and Boulanouar, A., 2016. The advertising standardisation
debate revisited. Journal of Islamic Marketing.
Books and journals
de Casanove, A. and Lambert, I., 2016. How Corporate Standardisation Shapes Tomorrow's
Business. In Effective Standardization Management in Corporate Settings (pp. 1-
17). IGI Global.
Kamara, I., 2017. Co-regulation in EU personal data protection: the case of technical
standards and the privacy by design standardisation'mandate'. European journal of
law and technology, 8(1).
Knowles, W., Baron, A. and McGarr, T., 2016. The simulated security assessment
ecosystem: Does penetration testing need standardisation?. Computers &
Security, 62, pp.296-316.
Matricano, D. and Vitagliano, G., 2018. International Marketing Strategies in the Jewellery
Industry: Are They Standardised, Adapted or Both?. International Journal of
Marketing Studies, 10(1), pp.1-10.
Pavliková, M. and Čihovská, Č., 2017. Adaptation of marketing tools in retail
companies. Economic annals-XXI, (164), pp.71-75.
Turnbull, S., Howe-Walsh, L. and Boulanouar, A., 2016. The advertising standardisation
debate revisited. Journal of Islamic Marketing.
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