Question

The task is to develop a feasible export arrangement to assist Chinese frozen vegetable industry’s export market extension to France.

In term of export product, you need to decide whether a standardization, or adaptation, or globalization strategy should be adopted to Chinese Frozen Vegetable Industry/Organization. Issues of trademark registration / intellectual property cannot be ignored. Justify your answer.

Answer 1

Since Chinese frozen vegetable industry is expanding in France, it should go with adaptation strategy. Adaptation strategy means that we modify the existing product according to the attributes or the needs, values, culture, market etc. of the country/market we are going to expand in.

If the chinese frozen vegetable industry goes on with the same type of products that they offer in China to the people in France, they would not be able to capture the market unless and until they adapt to the culture, norms etc of France.

Eg. Uber provides Cab(Taxi) and Auto-rikshaw service in Metropolitan cities of India, but in tier II cities, it offers bike services. They adapted with the needs of popluation in these cities in India.

For export, there are various trademark agreements and licensing/patent policies that vary from country to country. Chinese frozen veggies companies have te get a trademark certificate and they will have to take care of patents(intellectual property) so that their products can't be manufactured by any other co. in France under the brand name of this Chinese frozen vegetable companies that are entering in France. If they don't get it patented, some other company will surely copy their product right away and hence China will lose the market share in France.

Thus Adaptation strategy by taking care of patents and trademark, chinese frozen vegetable industry can export their products to France.

Hope it helps. Thanks :)