Question

Global Marketing

In international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they must make.

Choose a company that is known internationally and analyze the standardization and adaptation strategies for the marketing mix (4Ps) of a product in both home and chosen country.

Please provide the references with your answer. Thanks!

Answer 1

McDonald's follows both standardization and adaptation strategies for the marketing of its products. The company has some items that are part of its international range of products like Happy meals, Filet-o- fish, hash browns, fries etc. that it sells in every country. The company has adapted its product strategy to the culture and local tastes of certain countries. The company has a menu in the home country that has more non vegetarian and chicken products than in chosen country like India where it has adapted its food menu to local tastes and culture. The prices of the product in the home country are also higher than in the chosen country. The distribution channels remain the same as it sells through retail stores and drive thrus located in urban and suburban areas. The promotion of its products are adapted to the local culture with use of social media and digital platforms. The company follows a combination of standardization and adaptation strategies in its home country and global markets with each country having some items that are part of the local culture and tastes of customers.