Standardisation and Adaptation Strategies in International Marketing

This report examines the concepts of standardisation and adaptation in international marketing, focusing on how companies approach international markets with their pricing, product, distribution, and communication strategies. Standardisation involves using the same marketing mix across all countries, while adaptation tailors the marketing mix to suit the specific needs and preferences of each local market. The report discusses the advantages and disadvantages of each approach, highlighting issues such as market multiplicity, communication barriers, and infrastructure problems. It also explores how companies address these challenges through market research, cultural awareness, and innovative solutions. Furthermore, the report touches on the impact of consumer behaviour on international marketing strategies, emphasising the importance of understanding local consumer tastes and preferences to achieve success in global markets. The report concludes that both standardisation and adaptation play crucial roles in international marketing, and the optimal approach depends on various factors, including the company's goals, the nature of its products or services, and the characteristics of the target markets. Desklib provides a platform for students to access similar solved assignments and study resources.

Standardisation Adaptation of
International Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Standardization/Adaptation of International Marketing..............................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Standardisation means using the same marketing mix all around countries. Adaption
means that each country or market which have their own marketing mix strategies. While this
report will explain about the standardization/adaptation of companies international marketing.
This could include their pricing, product, distribution and communication strategies, that have
always issues for international marketing research. Moreover, evaluate about how international
companies that respond towards the issues and investigate on international marketing and
consumer behaviour.
MAIN BODY
Standardization/Adaptation of International Marketing
Standardization means undifferentiated use the same marketing mix in overall countries.
In such case, the organization that simply replicates about without having any changes and the
same for strategy in various market that operates. Basically, company that can adopt the
standardization strategy are those which are exporting for first time and this could lead for
focusing on cost saving through using economics scale (Fong and Chang, 2021). Adaption at
international market that means about each country or market have their own marketing mix.
Along with this adoption strategies is geared towards the needs for the market, planning about all
business activities with having organization aims and respecting the values of local consumer.
Standardization products which are available in various countries, states or continents
which ensure about the customer receive the same products or services regardless for buying it.
This has been also seems that international market organization products applies the big brands
that customer is already familiar with that and where if any changes in products that could be
likely noticed immediately. For example, Tesco which operates globally along with having
standardization advertising, maintaining the uniform design across the various marketing (Wang
and et.al., 2022). As well as, use the various ways of reinforcing its brand images among its
global audience. As various organization in pricing standardization, must be required for keeping
the various pricing strategies and this could lead them for achieving the goals and objective.
International market firms with standardization in distribution and communication strategies,
through which company can opt more expensive distribution channels and this can ensure them
for establishing in their target market. The company that can make the use of direct marketing

channels from which the communication strategies can be also work. Therefore, in working
globally organization need to work more for having their communication about the products and
pricing strategies and also come to know about how they should install distribution system which
facilitate customer to shop the way as they want.
The organization is facing issues for international marketing with having the
standardization such as, multiplicity of market, problem of numerous market that are always
experienced in overseas market and covers the huge number of foreign market (Tairova and
Shirinov, 2021). Along with this also involved about the augments the problem that involved in
overseas market research and the costs. Problem of communication, the organization is working
at different countries which have different languages. While this can create the problems of
communication and translation along with this consumer behaviour that can be changed and
company need to keep their more focus on technical factor. Infrastructure problem, this could
lead about the lack of reliable postal services, non-availability of telephones, along with this lack
of commercial infrastructure, that are being commonly experienced. Market researcher, with
creativity and deep insight the technicalities for the research process and this could be able to
solve the problem of overseas market research (Paul and et.al., 2021). As many firms that can
keep more focus towards the hiring the best employee who have the knowledge about the
different culture with different languages. The company that can also required for working with
the problem of infrastructure and also make sure for having the focus towards the availability of
resources which are being required with having the huge strategies. Organization basically, that
can also work more on the communication, through which they can easily come to know about
the targeted employee, use the various distribution channels for keeping their customer as long
term.
While in working with global market, the company that follows up standardization need
to improve customer services, stay more relevant in market, innovative new products, predicting
market trends and so on (Nyu, Nilssen and Kandemir, 2021). In having such things this might be
also important for knowing about various effective concepts and ensure them for working with
aim and retain more customer. One form of the adoption is when the products are altered or
changed for appealing about the different customer. For example, restaurant such as, The capital
cafe which changes the menus and serve wider with huge range of food as per their customer

tastes and needs. The company have also moves their products by offering the large range of
vegan dishes.
The organization is expanding more business at various countries, that are increasing
with having the business profitability, it could also require keeping focus towards those concepts
which must be considered such as culture elements and preparing strategies. Author have also
discuss various culture consideration, that could be more important factor which influences the
consumer behaviour and market. The importance of culture, that can stated about the changing in
buying behaviour of consumer and lead them for working with some local people, as having
huge products and services (Gliniecka, 2021). Consumer behaviour which plays the significant
role in achieving efficient and effective marketing. Consumer behaviour towards the
international marketing, which could create the better decision about what to buy, need or act
about the products. At international marketing the consumer behaviour which might be not
changed and this could not lead them for working within having the valuable products and
services. The consumer behaviour about the standardization in products, price cannot be changed
or sometime this can lead them for working with needs of the consumer.
CONCLUSION
From the above report it had been concluded that, standardization and adoption of
international marketing that required for working within the organization. As the consumer
behaviour which could also changes due to having the adaptation of organization and this might
be lead the firms for earning the profits and better customer experience. Those firms which are
working with standardization are having their marketing mix strategies with some better
estimated and make sure for developing their organization as more globally.

REFERENCES
Books and Journals
Fong, C.M. and Chang, H.H.S., 2021. Postacquisition asset redeployment and marketing
adaptation: a consumer perspective. International Journal of Emerging Markets.
Gliniecka, M., 2021. Visual References in the Description of Print Advertisements. A Four-
Country Cross-Cultural Analysis. Journal of International Consumer Marketing. pp.1-
13.
Nyu, V., Nilssen, F. and Kandemir, D., 2021. Small exporting firms’ choice of exchange mode
in international marketing channels for perishable products: A contingency
approach. International Business Review. p.101919.
Paul, J. and et.al., 2021. Writing an impactful review article: What do we know and what do we
need to know?. Journal of Business Research. 133. pp.337-340.
Tairova, M.M. and Shirinov, J.G., 2021, October. The Role of Marketing Opportunities in the
Company's Success. In " ONLINE-CONFERENCES" PLATFORM (pp. 253-258).
Wang, T. and et.al., 2022. The double-edged sword effect of adaptation strategy on
performance: The mediation of legitimacy and synergy. Journal of Business
Research. 139. pp.448-456.