Analysis of Standardisation and Adaptation in International Marketing

This report analyses the concepts of standardisation and adaptation in international marketing, using Cadbury as a case study. It evaluates the key trends affecting multinational corporations (MNCs), including rules and regulations, social differences, and environmental policies. The report discusses market focus, product differentiation, and innovation strategies employed by Cadbury. It also includes an STP (Segmentation, Targeting, Positioning) analysis of Cadbury's marketing approach. The report concludes that Cadbury has effectively adapted various aspects of international marketing to develop efficient strategies and achieve a leading position in the confectionery industry. Desklib offers a platform to explore more solved assignments and resources for students.

Standardisation/Adaption
of International Marketing

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
key trends affecting the operations of MNCs..................................................................................3
Evaluation of market focus, product and services...........................................................................4
STP Analysis....................................................................................................................................5
Conclusion............................................................................................................................................6
REFERENCES.....................................................................................................................................8

INTRODUCTION
Standardisation is an international market approach meant by intensifying resemblance as
similar products in the company's Supply Chain Management. Adaption is another approach that
deals with adapting changes of various aspects to fulfil consumer needs in the international market.
These marketing approach are applied to allow a organisation to enhance its international marketing
strategies and efficiency towards success. Cadbury is one of the prime confectionery manufacturing
companies globally. The company deals in manufacturing of Candies and Chocolates. This
assesment will be an evaluation of Adaptation in the international marketing strategies with relevant
theories and information. Furthermore, few recommendations are provided in a view of enhancing
strategy development(Rao-Nicholson and Khan, 2017).
MAIN BODY
Key trends affecting the operations of MNCs
Standardisations- Standardisations refers to the term at which companies solely targets the
global market without changing its standard product and marketing approach. Through such
strategy company assumes to capture the global market with their standard product. However, this
approach is very cheap and effective for companies. But it is not that much capable to influence
new market. For example Cadbury has a standard product which is dairy milk. It has the same taste,
packaging around in all the global market.
Adaptation- The adaption is the practice in which companies creates and modified the
product according to the performing market needs. Generally, This is the most favourable approach
that used by the companies in order to create opportunity and acquired global market. For example
Company formed several new products such as cadbury silk, velvet chocolate as well as nutrition
bar to cover vast number of audiences.
According to the above illustrated definitions adaption is the best approach for companies to

influence their operations in global market(Samiee and Chirapanda, 2019) . Because it analysis the
market needs as well as focus on the favourable product according to the customer region.
Since, Cadbury offers its product services in global market with diverse audience and
region. Due to this several key trends are available in global market that affecting their operations .
Below are the some examples that faced by mentioned company in global market:
 Rules and regulation- One of the main factor that effects the mentioned company
operations in global market is different different rules and regulations in economies. Every
region has their rules and regulations according to trades. Some regions has favourable trade
policies such as low import charges as well as tariff charges that succours their functions and
vice-versa. Political uncertainty is one of the foremost region due to which Cadbury
operations majorly impacted. In instance threat in policy changes is biggest threat for
company operations.
 Social difference of region- Company performs its task in several regions with various taste
of audiences. All the region have different needs and priority in regard to product.
Therefore, the same product cannot satisfy all the audiences. In relation to this cadbury
invested heavily in its research and department team to gather the reliable informations in
relation to customer preference. However, any wrong survey or unreliable practice
according to the customer need can lead to develop inefficient product(Hollender, Zapkau
and Schwens, 2017).
 Environmental policies- Environment is the main concern that most of the countries now
focusing in their economy. In relation to this several regions has formed such strong polices
that work as an barrier for mentioned company. Due to this company faced heavy
investment in regard to create sustainable infrastructure.
Evaluation of market focus, product and services
Market focus is meant by gathering overall information of dynamics and market forces
regulating in the marketplace. The acquired information is analysed to derive a better understanding

of how these aspects impact the market for company's products and services. Management
representatives are supported by this information to develop and upgrade efficient strategic
planning. Forecasting market trends, future demands, suitable delivery channels, customer service,
etc are considered for enhancement further (Efrat, Gilboa and Yonatany, 2017) . For instance,
market focus is regulated in Cadbury to promote growth and development of its products offered in
the consumer market. These market focus theories are applied to companies operations for various
strategies as follows:
 Differentiation Theory :- Product Differentiation is meant by classifying their differently
from the substitutes and competition in the marketplace. Cadbury applies the strategy of
product differentiation to express its uniqueness and high quality products to the consumers.
The differentiation regulated by Cadbury in company's operations are considered on the
basis of aspects as psychological, demographic, preferences, appearance, etc. Cadbury Dairy
Milk has adapted various flavours to add variety in Chocolates offered in the market prior
and differently from other competitive brands. This effort provides company a competitive
advantage over other brads in confectionery manufacturing industry.
 Innovation :- Innovation is referred to the development of new and different products to be
introduced in the consumer market. Innovation for Cadbury is put in regulation to innovate
new confectionery items for capturing new customer base with particular preferences.
Innovation plays a significant role in the growth process of company as it allows company
to offer a wide range of products to consumers according to their demands and preferences.
Cadbury has introduced different segments in its Confectionery line with many flavours
available at several price range. After Dairy Milk, the most successful innovation by the
company has been resulted as Canadian Caramilk Secret(Osei and et. al., 2018) .
STP Analysis
Segmentation:
The managers of the respective company have segmented their customer base into

Demographic and Behavioural segmentation. Cadbury is aimed at providing products in chocolates
and candies mostly for every age group but especially for children and teenagers. The company
advertises its products to capture a wide range of customer base with all the demographics groups in
the society. The company promotes its Confectionery items for every occasion of Celebration and
Happiness even considering it for daily after dinner Dessert.
Targeting
The management of Cadbury after considering segmentation of consumers initiates to design
and develop targeting strategies to enhance their customer base. Cadbury considers digital
advertisement as well as print media, event sponsorships, Social platforms, etc. as promotion
platforms for Mass Targeting. The company is aimed at achieving highest possible customer base
consuming Cadbury's Chocolates and candies(Cateora and et. al., 2020) . The company has
introduced various Gift Hampers of different chocolates packed and decorated in a box especially
for small and festive occasions.
Positioning
The efficient management and efforts in the development of company has resulted in
providing a higher position in the competitive market. These positive initiatives in segmentation and
targeting a wide customer base with variety of chocolates offered provide a competitive advantage
to the company.
Cadbury has been performing unexceptionally outstanding in the confectionery
manufacturing industry(Watson IVand et. al., 2018). The company must add more and better
flavours to its sugar free chocolates and candies. This initiatives will lead company to immense
heights.
Conclusion
From the above assessment it can be concluded that Cadbury has adapted all the aspects of
adaption of international marketing to develop efficient marketing strategies. Furthermore, the
company is positioned at top level in the Chocolate manufacturing industry. Cadbury has always

considered every section of people divided into demographic segmentation.

REFERENCES
Books and Journals
Cateora, P. R. and et. al., 2020. International marketing. McGraw-Hill Education.
Efrat, K., Gilboa, S. and Yonatany, M., 2017. When marketing and innovation interact: The case of
born-global firms. International Business Review. 26(2). pp.380-390.
Hollender, L., Zapkau, F. B. and Schwens, C., 2017. SME foreign market entry mode choice and
foreign venture performance: The moderating effect of international experience and
product adaptation. International Business Review. 26(2). pp.250-263.
Osei, C. and et. al., 2018. Developing and deploying marketing agility in an emerging economy: the
case of Blue Skies. International Marketing Review.
Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing Review.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing. 27(1). pp.20-37.
Watson IV, G. F. and et. al., 2018. International market entry strategies: Relational, digital, and
hybrid approaches. Journal of International Marketing. 26(1). pp.30-60.