PRODUCT ADAPTABILITY

Product Adaptability

IntroductionAdaptation strategy

The adaptation strategy is to tailor the product or service to the different needs and market conditions. The importance of product adaptation in marketing a product on a world- wide basis can be explained as it is a type of strategy that is chosen when the product that is to be sold is facing an environment that is different from the country producing it. For example, there are legal differences in each country in terms of product packaging that require adaptations in order to introduce and sell products. The importance of product adaptation in marketing a product on a world-wide basis can be realized as it makes the company bear in mind that consumers do not behave exactly the same in all markets, even though the media seems that unification. Similarly, the difference in the uses of the product, how and when used involves adaptation which brings about its importance. One main reason that makes product adaptation in marketing important in a world-wide basis, due to cultural barriers issues associated with it; cultural barriers become more important for the marketing of products. (Tan, 2007)Discussion

According to the above, one can say that global companies like Coca Cola and McDonald's are companies that make adaptations to local markets. Taking the case of a US Company McDonald's, different-food items, packaging and even the taste of its products vary from market to market. In the case of McDonald's that is a very standardized, it may find that the products offered vary in some markets, are according to certain guidelines followed with respect to product adaptability strategy. For example, offers no beef or pork in countries like India, thereby respecting their religious beliefs. Now it aims to sell its product in Germany and China. While dealing with these two countries, differences in language, aesthetics, customs, beliefs and values are important factors to consider in international marketing and forcing the adaptation of product to market. (Meldrum, McDonald, 2007).

According to may researches conducted with respect to product adaptability of product to the foreign market it is essential for this US company to consider some questions related to potential consumers and users, environmental conditions, government regulations, competition and profit contributions expected in a given adaptation. Some of them include:

With the target market: Who buys the product? Who used the product? How you use the product? Where to buy the product? How do you buy the product? Why purchase the product? When did you buy the product?

With the macro environment: geography, climate, and economics, sociocultural, political / legal factors should be considered.

With government regulations: Rates, patent / trademark and taxes should be kept in mind. With regard to competition: price, performance, patent protection and packaging are factors, to be kept in mind while selling its product in Germany and China. (Kumar, 2002). Other guidelines, concepts and principles to be considered while addressing the importance of product adaptation in marketing a product on a world-wide basis are factors such as packaging, materials used, ingredients, colour, brand name, and design. This is so for example, certain words although in normal in ...