This report delves into the critical strategies of global marketing, specifically contrasting standardisation and adaptation. Standardisation involves applying uniform marketing approaches globally, leveraging economies of scale and creating a consistent brand image. The report highlights advantages such as faster setup times and cost reduction but also acknowledges disadvantages like insensitivity to cultural differences and potential loss of uniqueness. Adaptation, conversely, tailors marketing strategies to local market needs, emphasizing consumerization and addressing cultural, legal, and technical constraints. The advantages include enhanced consumer relevance and the ability to outperform competitors, but it also acknowledges the complexity of adapting to diverse markets. The conclusion emphasizes that both strategies can coexist, and the optimal approach depends on specific market conditions, product types, and company objectives, aiming to provide valuable insights for businesses navigating the global market landscape.