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Adaptation Marketing

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Please answer questions 1 through 3.

Scenario:

While on a flight home from a meeting in New York, Your boss reads in a business magazine about the advantages and disadvantages of pursuing a standardized versus an adaptation approach to promoting products overseas.

She has asked you to research the issue and to determine the better strategy for our ¡Qué Rico! Sauce that we will be exporting to AUSTRALIA.

1. Please research and discuss the advantages and disadvantages of pursuing a standardized versus and adaptation approach to promoting our sauce to Australia.

2. Also, defend your choice with a detailed written explanation.

3. Please cite all references.

Below are notes and references to assist from our instructor

NOTES TO ASSIST:

Internet:
? Title: Harvard Business School--Working Knowledge
Description: Articles on global markets
URL: http://hbswk.hbs.edu/item/3543.html
? Title: BrandChannel.com
Description: Branding in Europe
URL: http://www.brandchannel.com/start.asp?fa_id=384

Article:
Slater, J.R. (1984, April 2). The hazards of cross-cultural advertising. Business America.

INSTRUCTORS COMMENTS

It is important to understand that the standardization and adaptation policies refer only to the promotional component of your marketing strategy.
Students should clearly identify the general advantages and disadvantages of the two contending strategies.
They should also critically discuss the implications of the advantages (or disadvantages) in promoting (discouraging) ¡Qué Rico! in the host-country.
For example, identify the similarities and/or differences between the host-country and the U.S. and explain how they matter in your determination of the better promotional policy.
The better approach will also depend on the impact of the environmental forces (e.g., cultural, legal and technological) on the strategy.
For example, if the host-country shares many cultural, social, economic, technological, and legal characteristics with the United States, the standardized approach makes more sense.
The opposite situation will obviously favor an adaptation approach.

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Solution Summary

Adaptation Marketing is discussed very comprehensively in this explanation..

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Standardized vs. Adaptation Marketing Our Product to Australia

Please answer questions 1 through 3.

Scenario:

While on a flight home from a meeting in New York, Your boss reads in a business magazine about the advantages and disadvantages of pursuing a standardized versus an adaptation approach to promoting products overseas.

She has asked you to research the issue and to determine the better strategy for our ¡Qué Rico! Sauce that we will be exporting to AUSTRALIA.

1. Please research and discuss the advantages and disadvantages of pursuing a standardized versus and adaptation approach to promoting our sauce to Australia.

2. Also, defend your choice with a detailed written explanation.

3. Please cite all references.

Below are notes and references to assist from our instructor

NOTES TO ASSIST:

Internet:
? Title: Harvard Business School--Working Knowledge
Description: Articles on global markets
URL: http://hbswk.hbs.edu/item/3543.html
? Title: BrandChannel.com
Description: Branding in Europe
URL: http://www.brandchannel.com/start.asp?fa_id=384

Article:
Slater, J.R. (1984, April 2). The hazards of cross-cultural advertising. Business America.

INSTRUCTORS COMMENTS

It is important to understand that the standardization and adaptation policies refer only to the promotional component of your marketing strategy.
Students should clearly identify the general advantages and disadvantages of the two contending strategies.
They should also critically discuss the implications of the advantages (or disadvantages) in promoting (discouraging) ¡Qué Rico! in the host-country.
For example, identify the similarities and/or differences between the host-country and the U.S. and explain how they matter in your determination of the better promotional policy.
The better approach will also depend on the impact of the environmental forces (e.g., cultural, legal and technological) on the strategy.
For example, if the host-country shares many cultural, ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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