convenient price ‚ Susi doll‚ manufactured by local rival‚ looks like Brazilian girls which have blonde hair‚ small chest and dark skin. Since Susi’s similarity to Brazilian girls attracted young girls to buy it. In other words‚ Barbie had not enough adaptation to compete Susi. Moreover‚ Middle East market is a problem for Mattel because of regional differences. Barbie also faced opposition on political‚ religious‚ and social grounds. However‚ Mattel was again not enough to adapt Barbie to cultural‚
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References: Levitt‚ Theodore. 1983. The Globalization of Markets. Boston‚ MA: Graduate School of Business Administration‚ Harvard University. Papavassiliou‚ Nikolaos and Stathakopoulos‚ Vlasis. 1997. "Standardization versus adaptation of international advertising strategies: Towards a Framework" European Journal ofMarketing. 7 (31): 504-527. Solomon‚ Cornell and Nizan. 2009 Advertising and Promotion in Real Time Edition: Flatworld knowledge
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marketing reference criterion and discusses its implications for each element of the marketing mix. Use examples to explain. - Culture * SRC concept link to 4Ps * Religion‚ value‚ language‚ political‚ education (determinants) * Strategy – Standardization (ethnocentric) Explain the main arguments for and against the customization of the marketing communication campaign in overseas markets. Use examples. - Marcomm * Exchange rate problem * Inflation problem * PLC Compare and contrast
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relevant international marketing concepts‚ critically analyse the claim that a ‘glocalised’ marketing approach is the key to success for international companies（eg. KFC）. Definition 2 or 3 advantage Evidences：Against global standardization‚ some international company use standardization failed (evidence‚ some people said disadvantages=>name and year) like global is not good =>glocal is better From the perspective of an international marketing executive working in a multinational organisation‚ use relevant
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countries (IKEA‚ 2011). 2.0 Marketing mix The definition of standardization is the process of expanding and applying domestic target-market dictated product standards effectively to markets in different environments. Standardization is not only concerned about products‚ but it is also progressively spread to brand standardization which concerns the brand name‚ packaging and positioning of a company. In marketing mix‚ standardization for business means using the same way to promote its products
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current situations and relations with countries across the border‚ motivates the companies to go for international business. So this article tells us that while going for international business‚ we have two strategies‚ 1: Standardization (uniform marketing mix) 2: Adaptation (Adjusting Marketing Mix according to local market requirements) Strategies above mentioned‚ both have supporters‚ Levitt (1983) supports the uniform Marketing Mix approach. So there is always a confusion in choosing any
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competition and efficiency. A diffusion of innovations across national boundaries is a useful by product of international trade. Q.2 What are the relative advantages and disadvantages of standardization and adaptation? Explain with suitable examples. [10 Marks] Ans: Advantages of Standardization. International uniformity has its own advantages. As people travel the World‚ they can be assured that wherever they go the product that they buy from you will be same and that it will have the
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brand name‚ advertising campaign and better knowledge of customer’s problems. There is a trade-off between standardisation and adaptation. The essay suggests that a company should have an optimal marketing mix to balance the increasing demand for products adapted to customers’ needs and its own global marketing objectives that emphasise standardisation. Why Adaptation? Customer needs and markets are becoming increasingly global for many products and services. But the extent of globalisation varies
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CASE STUDY ‘’ GODIVA CHOCOLATIER AND GODIVA GEMS’’ Godiva Chocolatier is a manufacturer of premium chocolates and related products. Godiva‚ founded in Belgium in 1926‚ was purchased by the Turkish Yıldız Holding‚ owner of the Ülker Group‚ on November 20‚ 2007. Godiva owns and operates more than 600 retail boutiques and shops in the United States‚ Canada‚ Europe‚ and Asia and is available via over 10‚000 specialty retailers. In fall 2009‚ the chocolatier decided to go mass market
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Consumers are not loyal to bran but to prices so there is small cost of switching brand Recession has affected drastically retailers in this sector Adaptation or Standardization Standardization means when a brand develops standardized products marketed worldwide with a standardized marketing mix‚ normally called mass marketing. Whilst adaptation means customizing the products in a way that satisfies better the market and minimizes costs. Lidl’s priority is to satisfy customers as the switching
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