Standardization and Adaptation Debate

Standardization and Adaptation Debate

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Standardization and Adaptation Debate

Introduction

The Standardization and Adaptation incorporates the product life cycle as the launch of the product in the market have a great impact upon the Literature review would provide an overview regarding the Standardization and Adaptation process that incorporates the pros and corns of the product life cycle in the market as there is a Standardization and Adaptation model that would provide a clear overview regarding the marketing mix regarding the product and services need to be catered in the current scenario.

Standardization and Adaptation in International Marketing Environment of the Twenty-First Century 1961-2013

The Standardization and Adaptation issue was raised by the Buzzell (1968) and he raised the question regarding the standardization of the multinational marketing in the current scenario (Abdolvand, 2011, pp.1). In the marketing strategies of the product 4 P's were of prime importance in the former time that was the price of the product, place, promotion and price (A Competitive Analysis and Strategy, 2013, pp.1).Buzzell focused on the distribution of the product, the promotional programs, the organizational effectors and the marketing effects in the foreign market. Kacker stated that adaption and change is required in the marketing strategies as to adequately work in the foreign market (Bello, 2001, pp.5). The needs and wants of the consumer were acquired by the market and the marketing mix worked according to the demands of the consumers. In the globalization of the product in the market the company focuses on the strategies as to work all over the world for making the product popular and to capture the market. The field of international marketing focuses on the standardized marketing mix. In the standardized marketing strategies as it relates to the contingency models that depicts the advantages and disadvantages of the standardization and adaption model in the market.

Literature Review

The marketing mix elements had adapted the standardisation in the marketing mix process (Papavassiliou, 2013, pp.1). In the former time the concepts of marketing was ruled over 4 P's of marketing mix strategy however at present the number of determinants are raised from 4 P's to 7 P's in the current market.

Source: Papavassiliou - 2013

The figure illustrates the standardization and adaptation in the international market. In the regard the firm evaluates the environmental determinants and the corporate strategies as to adapt the standardization and adaptation in the current market (Papavassiliou, 2013, pp.1). The firm should adapt the creative strategies and the tactics in the international market for the popularity of the product in the international market (Vrontis, 2001, pp.10). The contradiction exists among the adaption of international marketing in the current scenario as the multinational firms have adopted both approach for the successful marketing strategies as the success of the company does not depends upon the strategies but the success of the company depends upon the quality and image of the company.

There is a debate over this issue that either to adapt the standardization in the marketing process as the tactics of ...