StandardizationCustomization Debate in Global Marketing Essay

tandardization / personalization

Question a few, Week several

* Sum up the standardization/customization debate in global marketing * Identify factors which usually promote standardization

* Recognize factors which will promote personalization

* To what extent happen to be consumers ordering habits converging?

* Illustrate your solution with samples of markets and brands based upon your individual research * Give complete citation of sources in Harvard file format

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Standardization:

Achieving maximum productivity through standardization of support product and service design and delivery achieving global economy of scale and lowest product cost which is an importance tenet of economics (product or production orientation) В

Factors that promote standardization:

2. Globalisation plus the enhancement of technology  - lead to foreign trade, comfortable access to talk and travelling. (Standardization can be assumed to be the best method since it could offer a maximum profit) * Westernization and Americanization – dominance, superiority of global most liked brands or perhaps products; McD, Starbucks, KFC. (It can be assumed that public encourage global products) * Concurrence of consumers obtaining habit

Erik Elinder: 65 ‘How Foreign can Euro advertising be' Journal of promoting 29, 7-11 * Concurrence of requirements of living and enhancing technology – result in the standardization of marketing messages (using English as the language of European television set and media) * Travelling will create Western european consumers with similar habits В

Theodoe Levitt: 1983 ‘The Globalisation of Markets' Harvard Business Review 83 (3), 92-102 * Technology brings a world culture В - a converging commonality containing proletarianized conversation, transport and travel 2. Modernity – the worlds' needs and desires include irrevocably homogenised * Firms can offer items that are throughout the world identical with respect to design, function and even vogue. To international consumers they have American taste and position value: the kinds of products and brands preferred with a large section of the developing world. В

Advatanges:

* Successful and useful productivity

* Promotes forceful competition and enhances earnings * Minimizing the risk and extra cost for personalisation * Focus on improving top quality of the single product

2. International uniformity - Equal production and distribution – lead to merchandise safety and liability * Attract and assure customers – increasing potential sales and wide-spread acceptance 5. Demonstrate industry leadership

* Create competitive advantage

5. Develop and look after best practice.

* Even more benefit could be found in: http://www.din.de/sixcms_upload/media/2896/economic_benefits_standardization.pdf В

Drawbacks:

* Undifferentiated

* Could not meet each of the local portions

* Not flexible, hard to contend with local or new industry entrants * Product focused – insufficient relationship with customer В

*Therefore there is a debate that customization strategy is more effective especially since Levitt's theory regarding globalisation has become challenged mainly because many of the ALL OF US brands that he cited to support his globalisation theory have been customized to different marketing, environments, preferences and practices. В

5. Levis

-- Lost out to European brands; Italy's Diesel and Spain's Zara В

* McDonald

- Has retained it is standardises company format; fast food in pleasurable, hygienic environment - Although customised the product to local taste

; Kiwi cheese burger in New Zealand, Maharaja Mac in India, Prosperity burger in Malaysia, Veggie burger in India В

* Cocaina Cola

- The focus or the solution for cocaina cola remains to be the same but they allow its franchised bottlers to adjust the sweetness to local tastes - Sweetness and carbonisation vary between countries

-- Sweetness decreased in Portugal

- Carbonisation lowered in Eastern Europe, Mexican soda...



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