Adaptations and standardized elements
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Choose a brand that is available internationally (Soundcloud). In looking at another country (i.e., other than the US) where the brand is available, describe the adaptations and standardized elements of the brand's marketing mix. Why were the adaptations made (were they mandatory or discretionary)? Would you consider this brand a global brand - why/why not?
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Solution Summary
This is a discussion of adaptation and standardized marketing strategies in global marketing. The expert chooses a brand that is available internationally and describes the adaptation and standardized elements of the brand's marketing mix.
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Adaptations and standardized elements.
Choose a brand that is available internationally (Soundcloud). In looking at another country (i.e., other than the US) where the brand is available, describe the adaptations and standardized elements of the brand's marketing mix. Why were the adaptations made (were they mandatory or discretionary)? Would you consider this brand a global brand - why/why not?
Developing a global marketing strategy is a vital concern for companies who intend to do business in multiple countries. The main decision is whether to market with a standardized approach, in which marketing practices are the same across the world, or an adaptation also called differentiated approach, in which the company's marketing messages are customized for each country's market. Each of these strategies has its pros and cons, and the company, product and marketplace determine which is right for each business (Kokemuller, 2015).
When a company markets its products and/or services internationally, using a global standardization marketing strategy to sell those products and/or services can help build the ...
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