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Standardization Marketing

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Running Head: STANDARDIZATION-ADAPTATION DEBATE 1
Standardization-Adaptation Debate
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STANDARDIZATION-ADAPTATION DEBATE 2
Standardization and adaptation debate has been going on for some time now. It seeks to
explore the various avenues a company can adopt in order to be able to adapt its products to the
international market. Standardization involves detailing products in a manner that makes all
products identical. Adaptation, on the other hand, entails the ability of a company to adjust its
products so that they can meet various prerequisites.
A company has many options when standardizing and adapting its product
(Schlegelmilch, 2016). For instance, a company can decide to export its product without
changing any detail in the product. It can also decide to create a totally different product to suit
the international market. Thirdly the company can alter the product to suit just a certain group in
a country. The company can also exploit a fourth avenue in which it can develop a product to
serve various countries but vary the product to suit the different citizens of the different country.
For a product to adapt to the international market strategy it must put emphasis on three
factors. These factors include branding of the manufactured goods, the supply of the product and
promotion of the same. The company should establish a brand that is easily recognized
worldwide. This will have an effect of the product being widely accepted in the new markets the
company seeks to explore. The brand should be able to attract customers to buy the product.
More so when a company develops an international brand it becomes easier for the company to
venture into new markets and thus maximize its profits.
The company should also be in a position to produce the product in large scale. This will
ensure the company is able to deal with the demand of the product in the new market. The
company should also research if there is a need to modify the product to suit the consumers.
Consumer satisfaction is very important in marketing and in the overall performance of a

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Running Head: STANDARDIZATION-ADAPTATION DEBATE Standardization-Adaptation Debate Institution Affiliation Date 1 STANDARDIZATION-ADAPTATION DEBATE 2 Standardization and adaptation debate has been going on for some time now. It seeks to explore the various avenues a company can adopt in order to be able to adapt its products to the international market. Standardization involves detailing products in a manner that makes all products identical. Adaptation, on the other hand, entails the ability of a company to adjust its products so that they can meet various prerequisites. A company has many options when standardizing and adapting its product (Schlegelmilch, 2016). For instance, a company can decide to export its product without changing any detail in the product. It can also decide to create a totally different product to suit the international market. Thirdly the company can alter the product to suit just a certain group in a country. The company can also exploit a fourth avenue in which it can develop a product to serve various countries but vary the product to suit the different citizens of the different country. For a product to adapt to the international market strategy i ...
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