Analyzing Standardization vs. Adaptation in International Markets

This report examines the concepts of standardization and adaptation in international marketing, using Tesco as a case study. It evaluates Tesco's market focus strategies, highlighting the company's sensitivity to local cultures and its strategic decisions related to standardization. The report discusses various strategies employed by Tesco, such as selecting specific products, understanding markets, identifying business potential, monitoring competitors, and standardizing prices. It also delves into key strategic decisions, including ethical considerations, financial decisions, and cultural adaptation, emphasizing the importance of aligning strategies with host country norms. The analysis concludes that a balanced approach to standardization and adaptation is crucial for successful international expansion and sustained profitability.

Standardisation/ Adaptation
of International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
STANDARDIZATION STRTAEGIES FOR MARKET FOCUS..................................................3
Critical evaluation of market focus..............................................................................................3
Key decisions in strategy development.......................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Standardization and adaptation are regarded to be the two sides of a dealing with every business.
There is an involvement in order to modify and define a product with respect to the local
requirements that are yet to be met. For business-to-business companies it is necessary to get
involved with a standardization strategy where the company treats the whole market with a
meaningful orientation. Standardization is nothing but when the company sells the product in
different countries it is known to be maintaining some basic message which is known to be
standardization. Adaptation is nothing but adjusting this particular message with respect to
various countries around. There is a product adaptation that usually exists with respect to suitable
customers and market orientation (Evans-Reeves and et.al, 2019). In the given industry it is
always necessary to deal with compatible technologies and therefore the standardization and
adaptation plays a major role in regard. There are certain key issues that will pattern with respect
to business which will lead to the technological implementation and the processes of products
and services that are being dealt. These levels are being distinguished with respect to analytical
procedure which is often evaluated by adaptation and standardisation strategies. The risk of
climate prioritisation as well as coordination are regarded to be the key criteria that are being
taken care about in this regard. The company that is evaluated in this particular report with
respect to standardization and adaptation is Tesco. Tesco is one of the largest retailers that is
operating in United Kingdom and is also known to be one of the largest businesses in the world.
The standardization and adaptation policies along with the issues of Tesco are being discussed in
this report.
STANDARDIZATION STRTAEGIES FOR MARKET FOCUS
Critical evaluation of market focus
Tesco is known to be one of the international companies with its headquarters in well win garden
city Hertfordshire England. It has been listed on the London stock exchange and is also known to
be one of the best revenues generated with the number of employees that are operating at. It has
also been a successful orientation in the market race with its sensitivity towards local culture that
has become one of the points of view for the entire entity to expand over a quick and differential
basis (Montgomery, 2017). Tesco has chosen standardization as one of its Global strategies
because with respect to standardization it has attained a group of a reputed customer base that
would help it to enhance over the countries and cultures. This has also made it evolve as one of

the basic forms of deriving the market with respect to its marketing plan that has the been one of
the spaces for the organisation in order to make sure that the perspective of standardisation is
reflected over every choice. The different strategies that are being followed by Tesco in this
regard are as follows:
Settle on a specific service or product: Tesco usually aims at multiple growth prospects and that
has been one of the orientation for it to go for standardization. In this regard its importance over
the setting for specific product or service is to recharge the Global market with one team that is
necessary for its Global standardization.
Understanding market: the company usually moves ahead in terms of launching its Global
standardization strategy in order to make sure that it evaluates and understands every factor that
is returning in the market. It is always essential for business in order to move ahead with the
target market and that can only be understood with proper analysis that is put forth with respect
to different cultures. In the city that Tesco is bringing about a complete understanding with
respect to the in-depth knowledge regarding the behavioural patterns that would eventually
highlight its trade internationally.
Identifying business potential: with respect to the standardization strategy Tesco is also
successful in making sure that it has established a proper business potential that would decide
over products which are ping circulated in a region that is being governed by various political
factors (Osei and et.al, 2018). The acceptable criteria as well as the phenomenal entities in this
regard has helped it to decide over the growth prospect with minimal considerations. Keeping a
check on competitors: with respect to the standardization strategy the organisation Tesco usually
in corporate profit by keeping analysis over the competitors that our strategic early oriented. This
has helped it to attain a local brand image and also and international perspective which has
attracted more customers to get through every product that it has the portrayed.
Standardization of price: Tesco has evaluated by focusing upon the standardization and price
because price is one of the variable entity that will decide the growth of every organisation. The
products that it is bringing about will suit for every group of customers and that is what is being
determined by the pricing analysis which has attained a good customer base. This has also
brought about a differentiation with respect to other complexities which are being faced by
organisations around and also made Tesco to stand as a unique conception in the marketing race.

The pricing strategy is suitable for all demographics and people around are more habituated
towards the expenses and innovations that are oriented by Tesco.
Key decisions in strategy development
Strategy development is as important as dealing with any other prospect of the organisation. It is
always necessary to go with the consideration that are necessary to aim for the principles as well
as the goodness that will offer a moral support for the entire company. Considering the various
standards that are calling in regard to the standardization strategy there are certain decisions that
are being taken by Tesco company that would often deal with several decision-making criteria.
They are as follows:
Ethical considerations: ethical considerations are regarded to be one of the confidential criteria
that would often deal with the secrecy of dealing with every product. The company Tesco in this
regard has an informed consent that would of an analyse the exercises that are relevant to
different business sector (Oplatka, 2017)s. It has its ethics and will not go out of their
consideration that would be one of the decisions which affect the strategy orientation.
Financial decisions: while dealing with the host country the financial decisions are important in
order to stay tuned with the competitive spirit that is oriented with the host country mechanism.
The host country is not same with respect to the parent country while it turns out to be in the
operational point of view.
Culture: while dealing with the International Business Environment it is necessary to aim for
cultural prominence. The culture in the host country is the different from the parent country and
therefore this would be one of the strategic orientation that will affect the strategic development
of the entire company. Tesco in this regard is combating with the differences with respect to the
cultural differences because it is always necessary to derive a bridge that would of an lead to the
growth of the organisation (Goel and et.al, 2021). Culture has been one of the effective measure
that is o move ahead with the knowledge of interaction is oriented with the kind of strategies that
will have to be incorporated and therefore based on the type of knowledge that culture is oriented
the kind of strategic development can also be initiated. This has been one of the barrier for the
organisation in order to deal with it international business atmosphere that would deal with The
Spectacular entities of growth.

CONCLUSION
The entire report concludes upon explaining the aspect of international expansion along with the
standardization and adaptation policies. Through this report one can easily understand the
prominence of standardization and adaptation and how far the international expansion will have
to be dealt. The report brings forth several analysis of critical orientation towards the market
focus and the strategies that will bring about a profitability which is oriented with international
expansion. The variable means of differentiation and innovation also put forth that the reliable
sources that are included can also help to inculcate the existing policies that the organisation will
have to put them in order to sustain with the marketing race. The key decisions that are in
strategic development are also identified in this report such that they will bring about the
orientation of how far the organisation will have to be able to deal with problems. The decision-
making criteria as being explained with respect to defining a problem and gathering information
along with developing and evaluating options is being successfully brought forth. Also a best
action plan that is being chosen by the organisation and implementation of monitoring decisions
is also explained in this report.

REFERENCES
Books and journals
Evans-Reeves and et.al, 2019. Prospective longitudinal study of tobacco company adaptation to
standardised packaging in the UK: identifying circumventions and closing loopholes. BMJ
open. 9(9). P.e028506.
Goel and et.al, 2021. A Typology of Business Process Standardization Strategies. Business &
Information Systems Engineering, pp.1-15.
Montgomery, 2017. Clinical Trials and the Drive to Material Standardisation:‘Extending the
Rails’ or Reinventing the Wheel?. Science & Technology Studies. 30(4). Pp.30-44.
Oplatka, 2017. Principal workload: Components, determinants and coping strategies in an era of
standardization and accountability. Journal of Educational Administration.
Osei and et.al, 2018. Developing and deploying marketing agility in an emerging economy: the
case of Blue Skies. International Marketing Review.
Online
Standardisation and adaptation (2017): [Online]. Available through: < Product Adaptation
versus Standardization (cleverism.com) >
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