Strategic Marketing: Evaluating Standard and Adaptive Mix Models

This essay explores the crucial role of the marketing mix in modern business, particularly in the context of international markets. It defines the marketing mix as a set of controllable variables used to influence buyer response, emphasizing the interrelation of these variables. The essay discusses the benefits of standardizing the marketing mix, such as reduced promotional costs and a globally integrated image, while also acknowledging the challenges due to varying local factors. It contrasts this with an adaptive marketing mix, where companies tailor their strategies to local environments, customer preferences, and cultural nuances. The essay uses the example of McDonald's adapting its marketing mix in different countries to illustrate the importance of cultural sensitivity and market-specific pricing and promotional strategies. Ultimately, the essay concludes that the choice between standard and adaptive marketing mix approaches depends on the specific nature of the market and the company's strategic goals. Desklib provides access to similar essays and study resources for students.

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MARKETING MIX
Marketing is an essential aspect of the modern day business. In this environment, it has
become crucial for the organisations to enhance the effectiveness of the marketing process.
This can be done through making effective marketing mix. Philip Kotler defines marketing
mix as a set of controllable variables that any organisation uses to influence the response of
buyers. All these variables are inter-related with each other and hence decision made in one
area has impact on the decisions in other areas. In the success of product, the role of
marketing mix becomes very much crucial. Whenever a company seeks to expand its
business in the international market, effective marketing mix can help them in attracting
people towards their products or services (Reed, et al. 2010). There are basically four
elements in the marketing mix but there are three extended factors. Thorough environmental
analysis is required by the firms in order to make effective marketing mix. In accomplishing
particular objectives or achieving strategic objectives, the role of marketing mix becomes
very much crucial. In creating a brand image also the role of marketing mix is very much
crucial.
Standardisation of marketing mix has become very much crucial in the modern day business
especially in the international market. It is because for a company that is new in the market, it
is never easy to make their brand name. There are several benefits when a company uses
standard marketing mix in the new market such as reduction in promotional cost, greater
profitability, integrated image around globe, and greater sales volume (Huang and Sarigöllü,
2014). It is very difficult to standardise the marketing mix as the local factors behaves
differently. If a company asks for fast expansion of product or if they aim to launch products
in all the market at the same time then this type of marketing mix can be beneficial.
The first thing that a company must look while designing marketing mix is that the products
should be as per the need of the market. Even the best of products fails in the foreign market
because a proper research about the requirements of the market have not been analysed.
Standard marketing mix has the proper knowledge of the nature of the product. A standard
marketing mix is helpful because it elaborates each and every characteristics and features of
the product (Singh, 2012). Maximum productivity can be achieved when standardisation of

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products and services is done especially in terms of the way products are designed. Products
that are not culturally suitable always fail in the market. This helps in gaining global
economy of scale and it also assist in making lowest unit cost. Standardised marketing mix is
also helpful in an age of globalisation.
In terms of pricing also standardisation is necessary as it helps the organisation to attract
maximum possible customers at the global levels. While entering into new markets, a
company must be capable to understand the expenditure power of their target segment
(Kotler and Armstrong, 2015). If a company sets different kinds of pricing in different
markets then it is always difficult for them to make a particular image of the company at the
global levels. Setting a standard price always helps the organisation in making a better
communication with their entire targeted segment. Globalised prices help in segmenting
people appropriately. Since people travel and communicate with people from different part of
the world hence setting different prices is not beneficial. (Meyer and Bernier, 2010).
The way in which company promotes in front of the new market always plays a greater role
in achieving business success. Standard promotions must be used while entering into the
market. This includes company using the maximum possible mediums to reach to the
customers. Since a company is relatively new in that market hence it must ensure that its
promotions are attractive and convey all the messages related to the marketing appropriately
(Londhe, 2014). Promotional elements like direct marketing, sales, personal selling, sales
promotion, advertising, public relations and online communication. In all these elements
companies must bring uniformity. At the same time all the standard protocols and procedures
must be used by the firm so as to ensure that they do not face challenges in making brand
image. Since the culture differs from country to country hence the use of standard marketing
mix helps the company in respecting the culture present in that country. If a company enters
into a new market and it applies a marketing mix that does not suit the nature and culture of
the country then there is a chance that it might go in wrong direction (Khan, 2014). Using
standard promotional mix will improve the scope of the product gaining success.
In terms of ‘place’ as a marketing mix element, it is always crucial for the company to
maintain a standardisation in way it delivers the product to customers. Standard procedures
for distribution and selling of products must be used. Creating an international platform for
selling products is always important. This helps the firms in managing all the operations from
the same place. A standard brick and mortar shops also helps the organisation to improve the

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sales performance of the company (Lee and Carter, 2011). In distribution as a marketing mix
element, standardisation helps the firm to reduce the cost of distribution hence increasing the
profitability of the firm.
Standard marketing mix is always easier to manage the marketing operations. It also ensures
that there is a less chance that marketing mix might fail. For the MNCs that works at the
global levels this kind of standardisation is very much essential. This is because it helps the
firm to make common plans while extending into some other markets also. Standard
marketing mix allows a company to work on its strengths that they have used in all parts of
the world (Riaz and Tanveer, 2012). In the long term standard marketing mix is always
beneficial. Whenever a company aims to satisfy the needs of large numbers of people or to
address to large numbers of consumers then standard marketing mix can be highly beneficial.
For the products that are new in the industry, it can be a beneficial marketing mix approach.
Adaptive marketing mix is another type marketing mix that is used by the companies in
different parts of the world. In this type of marketing mix, companies changes their marketing
mix according to the alterations in the company’s environment. This is done at certain level
of product maturity. Company strategizes their marketing efforts by actively tracking and
responding to customers and their preferences (Kotler, et al. 2015). In this marketing mix
approach a company adapts according to the situation. This is also used by the company to do
localised marketing as the marketing mix changes according to the geographies. It also
enables the marketers to tailor their activities in a manner that is unmatchable. This helps in
satisfying the needs and requirements of the consumers and it is generally done on the basis
of recorded data. Such kind of marketing mix is designed as per the needs of individual
consumers. If adaptive marketing mix is carried out in an appropriate manner than customers
feels that they have been rewarded by providing them with an opportunity to personalise a
service or product (Wongleedee, 2015). Since the customer’s culture changes from country to
country hence this can be an effective marketing mix to design marketing according to the
behaviour of the people in that particular market.
The product such as food items always requires to be designed with adaptive marketing mix.
This is because the perception and the eating habits of the people are different in different
cultures. Whenever a food related company plans to expand its business in different markets,
the cultural factors and the need of the people changes from country to country. This change
in the behaviour of the people from nation to nation needs to be understood appropriately

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(Gilaninia, Taleghani and Azizi, 2013). Company should design the marketing mix that
respects the values and demands of people in that particular country. For example the prices
set by the company should be an acceptable price for the customers in that country. Food
prices are generally set on the basis of evaluation of the competitor’s prices in that region.
For example if McDonalds tries to make marketing mix of burgers for any particular country,
they need to keep their prices according to competitor’s burger prices. For promotions also,
the selection of medium depends on the use of that medium in that country. For instance if
McDonalds aims to enter into Nigeria, where technological advancements are very much
poor, then they will have to focus on the traditional marketing mediums for their promotions
(Baker, 2016). In terms of distribution, adaptive channels are followed as per the culture in
that country. It also helps in satisfying the needs of the customers as well as also makes the
processes easier for staffs. In conclusion it can be said that company must select the approach
to marketing mix on the basis of nature of the country.

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[Accessed on 19th February 2019]
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Wongleedee, K., 2015. Marketing mix and purchasing behavior for community products at
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