Standardization Vs Adaptation Marketing Essay

Studying standardization and adaptation in marketing is strategically significant for the students doing courses in management and marketing. To take the business to the international level and making the mark in selling goods and services managerial skills matter.

In international market adaptation and standardization are very important components for success. There are specific approaches that students of marketing should be acquainted with so in the future, they can increase the efficiency of their working strategies.

Universities of Singapore emphasize the writing of assignments on various topics so students can show their understanding of the subject. In marketing and management courses students have to write an assignment or essay on the adaptation and standardization to show their depth in comprehending the subject. Students ask for help in their assignment obligations.

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“The Standardization Vs Adaptation Marketing”

As globalization is increasing and competition is a big challenge only managerial skills can make a difference for any corporation in the international arena. For the competition in the international market, the company has to standardize its service and adapt some strategic behavior.

Adaptation is in real terms is changing the strategy according to people and their preferences, place, and priced according to the quality of the product. This is the work of the management to choose the standards and strategies according to the place.

One consideration shows that markets are becoming more integrated, increasingly more global and similar and consider that the main element to business survival is its capability to standardize. In contrast, the other consideration identifies the challenges in adopting a standardized strategy, and thus, supports market adaptation or customization.

Nevertheless, evidence proposes that following adaptation or standardization strategies depends on the positioning and dimensions present in the respective international market. So standardization and adaptation are based on many factors like dimensions and positioning of the markets.

Adaptation vs Standardization

• These factors are affected by the integration of the culture, changing environmental demands, development of the technologies, cost-cutting methods, etc. So in standardization, the company customize the product according to the needs and the strategy in all international market will be followed.

The reliability of the products its cost and the customization should follow the standards of international markets. The customer needs are to be assessed and according to that the steps should be taken. There is continuous work of the managers to analyze and change the strategies according to the coming demand or situation.

• On the other hand, the adaptation is just customizing the product without changing the strategy much. It is merely the reflection of the different settings of the international market as for the example, culture, environment, societies, laws and regulations, etc.

The adaptation means adapting the situations as they are and how the product can be customized according to that, it is given due consideration. In this, only the marketing strategy is changed rather than the whole product strategy. For example,  India has many festivals and to fetch the benefits of the customers at the time of festivals the advertisements include the importance of the product in that particular festival. So the focus is on grabbing the upcoming demand whether local or international.

• Standardization may give a positive effect if only the company is producing at economy of scale and there is a big reputation of that brand in the international market. In this process, the company can change the same product without any adaptation and customization all over the world. Using this technique when the bulk amount has to be produced would be beneficial.

It will reduce the cost of production per unit and will diminish the trade barriers. Therefore it seems as a uniformed market approach where the market is not considered as segmented but as a whole and even the product is one. In this case, the focus will be totally on increasing the quality so the investment will be there to improve the production process.

• This strategy ignores the difference in the preferences of different customers. In this way the product cannot be changed according to the demand and business can become riskier. As for example, the retail chain of Walmart in the USA did not succeed much in the foreign markets as it did not assess the different purchasing habits of the consumers.

Somehow it sounds as imposition of the ideas of one market on the other without assessing the situation in another market. Another shortcoming is the overdependence on the economies of scale means it can only benefit in the case of bulk production. This is limited to some sort of product production and cannot be applied to all sorts of products.

That’s why managerial skills are really important as managers decide which strategy of marketing will be better.

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