Analysing Standardisation and Adaptation in International Marketing

This report investigates the standardisation and adaptation strategies employed by international companies, using Tesco as a case study. It evaluates Tesco's market focus, product, and service offerings, considering the reasons behind its international strategy development. The report analyses the key trends affecting multinational corporations, including cultural, economic, and political factors, and examines how companies respond to challenges in product, pricing, distribution, and communication within international markets. The importance of aligning with consumer behaviour and adapting to local market needs is emphasised, alongside the role of innovation and differentiation in maintaining a competitive edge. The report concludes that a balanced approach to standardisation and adaptation, informed by market research and strategic planning, is crucial for success in international marketing.

Standardisation Adaption of international
marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Critical evaluation of market focus of Tesco...............................................................................2
Strategy development in order to respond to a challenge...........................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Standardisations of companies refer to that framework where all the relevant parties in an
industry actually adhere that enable business to perform good with a set guideline. The current
study is also based upon the standardisation and adaption of companies and for that Tesco as a
MNC chosen who deal in retail industry at global level. Generally, business faces many issues
that might affect the business and that is why, it is necessary to pay attention to the key trends
that affect its operations which includes cultural, economic, political and competition. For that,
the report will critical evaluation of market focus and analyse how companies can respond to an
issue of international marketing.
Critical evaluation of market focus of Tesco
Tesco is deal at global level and in order to expand the business at global level, company
mainly uses International SBU which include elements of flexibility and local operations that
includes customer, culture and supply chain so that company may easily implement or expand
into new business. Being a brand image at global level, company’s main focus is on promotion
and advertising strategy which in turn assist to create a better outcome and attract the customers
as well (Battisti and et.al., 2021). Further, company’s market share is highest and that is why,
business keep focusing upon international strategy development. For example, innovation as a
theory is used by the company where it keeps complying with new products and services that
helps to improve the brand image. Recently company add robotics in its operations which help to
improve the business operations and save time as well. That is why, it can be stated that being a
leader in a retail market, company is also focused upon differentiation which in turn assist to
improve the brand image and focus upon the different issues that need to be overcome. Company
also uses differentiation strategy in which it provide effective quality of products with low rate
and generate a better outcome as well.
Hence, it can be stated that there is a need to understand the customer behaviour because
the main objective of the business is to meet the demand and behaviour of the customers so that
they can translate the same into the market strategies and this causes positive impact over the
business performance as well.

Strategy development in order to respond to a challenge
İpek (2020) explained in their study that when business deal at global level, it always
faces many challenge that affect their business and this in turn causes negative impact over its
performance. In the same way, product, pricing, distribution and communication are considered
some central issue for an international marketing which need to be evaluated. This is causes due
to lack of strategy formulation that affect the business brand image and this in turn causes lack of
international marketing. That is why, it is suggested to the company to follow the five stages of
strategy development while dealing at international level of local market such that goal-setting,
analysis, strategy formulation, strategy implementation and monitoring (Agwu and
Onwuegbuzie, 2018). This in turn reflected that for a company’s consistent growth, there is a
need to have a strong planning that assist to generated a better outcome.
On the other side, while dealing at global level, company faces issue regarding the
products that will be offered at local market. In order to minimise the issue, it is suggested to
Tesco to conduct a market research in which it determine the actual need of customers and this in
turn assist to generate a better outcome (Sheth, 2020). In this, company can select the best way
i.e. survey through which it determines the actual demand of the customer in order to implement
the same. Further, pricing is the another central challenge that makes company bottom in the
competition. In order to minimise the same, there is a need to conduct market research in which
it examine the pricing of its competitor so that effective outcome can be generated and this in
turn help to improve the business performance as well. Moreover, Tesco already uses cost
leadership pricing strategy in which the products price is low as compared to others so to sustain
a brand image at international level, company should conduct competitive analysis which in turn
help to examine the key criteria to set the price of each products.
Tien, Phu and Chi (2019) examined that there are many cultural differences while
expanding business globally and that is why, company should focused upon the different culture
and respect the same. In order to determine the same, Hofestede cultural dimension also used by
the company that determine the actual performance so that company can generate the better
outcome. Moreover, while dealing at global level, lack of communication become one of the
major issue that affect the business performance and in that case, there is a need to recruit the
people who understand their language so that the issue can be responded accordingly (Samiee

and Chirapanda, 2019). Further, a team can be formulated that helps to share their views and
solve the same in order to generate a better outcome and it also created a positive impact over the
business as well. Distribution channel is another key issue that faced by the business while
operating at global level and this in turn causes adverse impact over the business. In order to
respond the same, company can implement effective international marketing strategy that helps
to improve the business performance in which digital marketing strategy need to be opt that
assist to let people know about the new brand. Further, while expanding business, company
should not directly export the products either it can use joint venture or franchising that helps to
improve the distribution channel (Paul and Mas, 2020). It is so because such company already
know about the channels and have a customer base which in turn assist to generate a better
outcome and improve the business performance as well.
Therefore, it can be stated that when a company perform standardisation, the chances of
raising issue will be high and at that time, responding the same by implementing effective
strategy will be beneficial for the business. Morgan, Feng and Whitler (2018) critically evaluated
that due to lack of strategic management, a business affected in negative manner and that is why,
there is a need to pay attention towards a key trends that do not affect the business performance
so that best outcome can be generated by complying with a consumer perception. Overall, it can
be stated that if a company wants to establish new brand unit at global level then there is a need
to stay ahead in the competition so that effective outcome can be generated and this in turn assist
to generate a brand image as well. Tesco already uses best ways to improve the brand image and
that is why, such issues might not causes negative impact and assist to attract the customers as
well.
CONCLUSION
By summing up above report it has been concluded that international marketing helps a
business to expand the business at global level and that is why, Tesco also keep complying with
innovation and differentiation theories in order to improve the brand image. There is a need to
improve the company’s strategy development which in turn help to standardise the products and
services so that range of new customers will be attracted. Overall, in order to respond the issue,
Tesco also keep complying with new strategy and this in turn assist to improve the customer
behaviour so that financial performance can be raise.

REFERENCES
Books and Journals
Agwu, M.E. and Onwuegbuzie, H.N., 2018. Effects of international marketing environments on
entrepreneurship development. Journal of Innovation and Entrepreneurship. 7(1). pp.1-
14.
Battisti, E. and et.al., 2021. International marketing studies in banking and finance: a
comprehensive review and integrative framework. International Marketing Review.
İpek, İ., 2020. The relevance of international marketing strategy to emerging-market exporting
firms: from a systematic review towards a conceptual framework. International Marketing
Review.
Morgan, N.A., Feng, H. and Whitler, K.A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Paul, J. and Mas, E., 2020. Toward a 7-P framework for international marketing. Journal of
Strategic Marketing. 28(8). pp.681-701.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing. 27(1). pp.20-37.
Sheth, J.N., 2020. Borderless media: Rethinking international marketing. Journal of
International Marketing. 28(1). pp.3-12.
Tien, N.H., Phu, P.P. and Chi, D.T.P., 2019. The role of international marketing in international
business strategy. International Journal of Research in Marketing Management and
Sales. 1(2). pp.134-138.