scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 1,586
Part A Compare and contrast standardization with customization of international marketing strategies The notion of globalization - a global firm pursuing a global strategy - is very appealing to managers Hardy 1994 p365 As soon as the firms decide to expand into the global marketplace the international marketing manager should determine what strategy would be adopted to mix the four Ps of marketing product pricing promotion and place in the complex environment in future In other words the manager must decide either the standardisation strategy or customization strategy is suitable for the particular foreign market 1The meanings of standardization and customization strategies Standardization became a popular buzzword in the 1980s as proponents such as Kenichi Ohmate argued that customers in the Triad were becoming increasingly alike with similar incomes educational achievements lifestyles and aspirations Manoney Trigg Griffin and Pustay 1998 p612 Therefore standardization strategy indicates that the firm tends to offer the similar products with same price and distribution to the consumers Coca-Cola was one of the first international businesses to adopt this strategy and obtained a great achievement By contrast customization strategy pays more attention to the needs of different customers and tries to satisfy the varied demand The firms that adopted this strategy tend to provide dissimilar products with unlike price advertisement etc Haier for example which is one of the largest electronic products companies in China its posters in china are two children without any clothes However the posters in Middle East are two children with local clothes because the Moslem culture requests Haier to do like that 2The different focus between standardization and customization strategies In fact standardization focuses on the cost side of the profit equation It allows a firm to be able to decrease the costs and makes the firms profit increase For example soft drink of Coca-Cola due to it consists of same elements thus using the machine make lots of it By doing
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA