Unilever saw an opportunity among low-income consumers in India who wanted to buy the company’s high-end detergents and personal care products, but couldn’t afford them. The company responded by developing low-cost packaging and other options that allowed it to offer dramatically less expensive options. This flexibility not only opened a new market for the company, but also allowed it to develop brand loyalty that consumers could take with them when their income increased and they could afford higher-end products from the same manufacturer.
Regional norms have an impact on products like detergent, too. For example, while in the U.S. people are accustomed to using both hot and cold water for laundry, some regions use only cold water and require detergents that will get clothing clean in those conditions.
Once a company has decided to go global, the first question concerns whether product modifications are needed and if so, which ones. Certain products are good candidates for standardization while others are not. Consumer nondurables, including food products, are the most sensitive to differences in national tastes and habits, making them more likely to need changes for various markets. Consumer durables such as cameras and home electronics are less subject to regional issues. Industrial products tend to be shielded from cultural influences, but government regulations or restraints often force substantial modifications.
There are four product options when approaching international markets:
1. Selling the product as is
2. Modifying products for different countries or regions
3. Designing new products for global markets
4. Incorporating all market differences into one flexible product design and introducing a global product
Many companies use several of these options simultaneously. A large consumer products company might have in its product line global, regional, and purely local products. They can later introduce some of the products developed for one market into others. For example, the Levi Strauss line of Dockers casual wear originated at the company’s Argentine unit and was applied by its Japanese subsidiary before being adopted in the U.S. and becoming that country’s top-selling brand in the category.
There are pluses and minuses for both standardizing and adapting. The advantages of standardization include cost-savings in production and marketing. Economic integration is often a driving force behind standardization, especially in Europe, as marketers are standardizing many of their marketing approaches. At the same time facing the same competitors in the world’s major markets will add to the pressure to have a worldwide approach to marketing. Coca Cola and Colgate toothpaste have universal products and marketing strategies. Still, the argument that the world is becoming more homogenized might actually be true for only a limited number of products that already have universal brand recognition.
Is adapting becoming less crucial as the world becomes more homogenized? What is another good example of companies adapting (or not!) to regional markets? What can companies do to make global business more successful?
I purchased it for my son-in-law, and he loves it.
Thanks, I ave recently been looking for info about this subject for a while and yours is the greatest I ave found out so far. However, what concerning the bottom line? Are you sure about the source?
Nice weblog here!Also your web site a lot uup very fast!
What host are you thee usage of? Can I get your affiliate hyperlink to youhr host?
I desire my website looaded up as fast as yours lol
This can be a set of words, not an essay. you are incompetent
Very informative blog article.Really looking forward to read more. Cool.
I view something genuinely special in this site.
i like this
not operating correctly in Explorer but looks
After all, what a great site and informative posts, I will upload inbound link – bookmark this web site? Regards, Reader.
It’аs really a great and useful piece of info. I’аm glad that you just shared this helpful info with us. Please stay us up to date like this. Thanks for sharing.
Wonderful blog! I saw it at Google and I must say that entries are well thought of. I will be coming back to see more posts soon.
10/17/2016: michaelczinkota.com does it yet again! Quite a interesting site and a well-written post. Nice work!
I think this is a real great blog post.Thanks Again. Fantastic.
Wow, great blog post.Thanks Again. Cool.
Servicio técnico de lavadoras Electrodoméstico, servicio técnico de vitrocerámica Electrodoméstico, servicio técnico de secadoras Electrodoméstico, servicio técnico de Electrodoméstico neveras, técnicos especializados para reparar su electrodoméstico.Reparación de Neveras en Las Palmas, Reparación de Secadoras en Las Palmas, Reparación de Termo Electrico en Las Palmas, Reparación de Horno en Las Palmas, Reparación de Vitrocerámica en Las Palmas.
Many thanks for sharing this good write-up. Very interesting ideas! (as always, btw)
Thanks so much for the article post.Much thanks again. Cool.
Me han dicho que no lo cubre la garantía y he visto que en la garantía pone que no cubre plásticos y el desperfecto es en la goma por la parte que encaja con la puerta al cerrar, esto porque se le comenté yo al técnico del establecimiento vendedor que vino a casa y que no sabía que decirme respecto a la causa del problema pero se ve una dilatación y rajadura, sin orificio en la goma y no sé si es de eso no que la lavadora pierde agua.
This particular blog is obviously entertaining and also diverting. I have discovered a bunch of useful advices out of this amazing blog. I ad love to return again soon. Thanks a lot!
It as really a nice and helpful piece of information. I am glad that you shared this helpful information with us. Please keep us informed like this. Thanks for sharing.
That is a very good tip especially to those fresh to the blogosphere. Brief but very precise information Thanks for sharing this one. A must read post!
Whats up. Very nice site!! Man.. Beautiful.. Wonderful.. I all bookmark your blog and take the feeds alsoI am satisfied to locate numerous useful info here within the post. Thank you for sharing
pretty helpful stuff, overall I think this is really worth a bookmark, thanks
Useful information for all Great amazing things here. I am very glad to see your article. Thank you so much and i am looking ahead to contact you. Will you please drop me a e-mail?
Thanks for the article post.Thanks Again. Great.
This blog is really cool additionally diverting. I have found helluva helpful things out of it. I ad love to return over and over again. Thanks a bunch!
Very good article.Much thanks again. Fantastic.
Keep the excellent function, I study few websites on this amazing site and My partner and i conceive that your web site is actually interesting and possesses lots involving excellent info.
Usually I do not learn article on blogs, but I wish to say that this write-up very compelled me to take a look at and do so! Your writing style has been surprised me. Thanks, quite great article.
You have brought up a very excellent points , regards for the post.
The account helped me a acceptable deal. I had been a little bit acquainted of this your broadcast offered bright
Really enjoyed this article post.Thanks Again. Really Great.
That is a good tip particularly to those fresh to the blogosphere. Brief but very accurate info Thanks for sharing this one. A must read post!
This is one awesome blog article. Keep writing.
Thank you ever so for you article post.Really thank you! Fantastic.
Everything is very open and very clear explanation of issues. was truly information. Your website is very useful. Thanks for sharing.
You made some decent points there. I regarded on the internet for the difficulty and located most people will go along with along with your website.
Major thanks for the article. Really Cool.
I really liked your blog.Much thanks again. Great.
WP
UF
It’s really a cool and helpful piece of information. I’m satisfied that you shared this useful information with us.
Please stay us up to date like this. Thanks for sharing.
FQ
Hello! I’ve been reading your weblog for a while now and finally got the
courage to go ahead and give you a shout out from Houston Texas!
Just wanted to say keep up the great job!
I as well as my friends happened to be reading the great solutions on the blog and instantly I got a horrible suspicion I never thanked you for those tips. Most of the boys are actually absolutely excited to study all of them and now have certainly been enjoying these things. We appreciate you being indeed helpful as well as for choosing this sort of incredible issues most people are really wanting to be aware of. Our honest regret for not expressing appreciation to earlier.
DL
Asking questions are genuinely fastidious thing if you are not understanding something fully, but this post provides nice understanding even.
FC
SD
NA
YK
SL
Way cool! Some very valid points! I appreciate you penning this post and also the rest of
the website is also really good.
TE
Hey I am so happy I found your site, I really found you by mistake, while I was browsing on Google for something
else, Anyways I am here now and would just like to say thank you for
a fantastic post and a all round interesting blog (I also love the theme/design),
I don’t have time to go through it all at the minute but I have bookmarked it
and also included your RSS feeds, so when I have time
I will be back to read more, Please do keep up the great work.
MP
Over the last couple of months and years numerous studies are
undertaken and although some have proved inconclusive there
have been positive results to indicate that its use could help you to
achieve your ideal weight, particularly during those studies that
have compared it to a placebo.
My brother recommended I might like this web site. He was entirely right. This post truly made my day. You can not imagine simply how much time I had spent for this info! Thanks!
It is one the most effective wise tablets, and also it has
to do with the closest trait you reach a true endless tablets.
qnooCx Jet Set in Style with Esembles Collection
It’s very easy to find out any matter on net as compared to textbooks, as I found
this piece of writing at this site.
Hey there, I think your website might be having browser compatibility issues.
When I look at your website in Opera, it looks fine but when opening in Internet Explorer, it
has some overlapping. I just wanted to give you a quick heads up!
Other then that, wonderful blog!
Good day! I know this is somewhat off topic but I was wondering if you knew where I could find a captcha plugin for my comment form?
I’m using the same blog platform as yours and I’m having difficulty finding one?
Thanks a lot!
It’s really very complicated in this busy life to listen news on TV, thus I simply
use internet for that reason, and get the latest information.
I am just curious to find out what blog platform you’re utilizing?
I’m experiencing some small security problems with my latest site and
I would want to find something more safe. Do
you have any suggestions?
Solid, well-researched content. I just forwarded this on 10/12/2016 to a coworker who’s been involved in some work of his own on the topic. To say thanks, he just bought me dinner! So, I should probably say: Thanks for the meal!
I’m extremely impressеd with your writing skilⅼs as well as with the
layout on your Ƅlog. Ⅰs this a paid theme oг did you customіze it yоurself?
Anyway keep up the eҳcellеnt qualitʏ writing, it is
rare to see a nice blog like this one nowadays.
Hi to all, it’s actually a nice for me to pay a quick visit this web page,
it contains priceless Information.
It’s actually very complicated in this full of activity life to listen news on Television, thus I only use internet for that
purpose, and obtain the most up-to-date information.
Hmm is anyone else experiencing problems with the pictures on this blog loading?
I’m trying to figure out if its a problem on my end or if it’s
the blog. Any feedback would be greatly appreciated.
Awesomе blog! Is your theme сustom made or did үou download
it from somewhere? A theme like yours with a few simple tweeks
would really make my blog jump out. Рlease let me
knoԝ where you got youг theme. Wіth thɑnks
Does your blog have a contact page? I’m having trouble locating it but, I’d like to send you an e-mail. I’ve got some creative ideas for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it expand over time.
It is a topic which is close to my heart… Thanks a
lot! Precisely where are the contact details though?
10/9/2016 In my view, michaelczinkota.com does a great job of handling subjects of this sort! Even if frequently intentionally contentious, the posts are more often than not well-written and challenging.
Sweet article!
Make a report of your company to be used inside the demonstration to attainable sponsors. It is advisable to prepare yourself drawings showing how a precise backer logo will appear about the consistent – the bed, forward, fleshlight sleeves or front side within the hat. You can actually complete as well as affect the brand based upon of which establishment you can be getting together with. Include things like other options where vendors can have their whole logos viewed, could be stickers on either side in the event that sports case, at pennants in addition to water dispensers. However these are attractive to feasible gives, therefore obtain business name around regardly as you possibly can. It increases most of their positive browsing town and may improve local assistance with their business establishment.
I’d have to examine with you here. Which is not one thing I usually do! I take pleasure in reading a post that may make folks think. Additionally, thanks for permitting me to comment!
A powerful share, I simply given this onto a colleague who was doing a little bit analysis on this. And he in fact bought me breakfast as a result of I discovered it for him.. smile. So let me reword that: Thnx for the treat! However yeah Thnkx for spending the time to discuss this, I feel strongly about it and love reading extra on this topic. If potential, as you turn into experience, would you mind updating your blog with extra details? It is highly helpful for me. Massive thumb up for this blog publish!
Greetings I am so thrilled I found your weblog, I really found you by error, while I was looking on Google for something else, Anyways I am here now and would just
like to say thanks a lot for a fantastic post and a all round interesting blog (I also love the theme/design),
I don’t have time to browse it all at the moment but I have
saved it and also added your RSS feeds, so when I have time I will be back to
read much more, Please do keep up the great job.
You’ll find certainly a whole lot of particulars like that to take into consideration. That’s a fantastic point to bring up. I offer the thoughts above as general inspiration but clearly there are actually questions like the one you bring up where by far the most critical factor will be working in honest very good faith. I don?t know if greatest practices have emerged around things like that, but I’m positive that your job is clearly identified as a fair game. Both boys and girls feel the impact of just a moment’s pleasure, for the rest of their lives.
Adapting to Global Markets – Professor Michael Czinkota
jytrwesy http://www.gyalpbe173icg4561efk031q6783d00vs.org/
ajytrwesy
[url=http://www.gyalpbe173icg4561efk031q6783d00vs.org/]ujytrwesy[/url]
Adapting to Global Markets – Professor Michael Czinkota
dppfjdowx http://www.gu8p8g30gr6w8d5r4lp74e5m2ud93k92s.org/
adppfjdowx
[url=http://www.gu8p8g30gr6w8d5r4lp74e5m2ud93k92s.org/]udppfjdowx[/url]
Adapting to Global Markets – Professor Michael Czinkota
adsljnypko
dsljnypko http://www.g1soc1e4e363j7p6w55oj2vb1v1hf773s.org/
[url=http://www.g1soc1e4e363j7p6w55oj2vb1v1hf773s.org/]udsljnypko[/url]
Adapting to Global Markets – Professor Michael Czinkota
akmmvpwcck
kmmvpwcck http://www.g6p59o1542uy5uu3iokyh90pe660d68vs.org/
[url=http://www.g6p59o1542uy5uu3iokyh90pe660d68vs.org/]ukmmvpwcck[/url]
Halak, seeing that befitting his or her character, downplayed the sport 1 get.
I more or less share your opinion on this subject and look forward to new posts and comments here at michaelczinkota.com. Thanks!
This is such a nice great website with lots of good information. Please come join our new free social site like Facebook. We have groups, friends, classifieds, dating site play games for free all at http://mysocialspot.ca/
10/4/2016 @ 12:49:52 says good work michaelczinkota.com!
The active ingredient in Garcinia Cambogia is a substance referred
to as Hydroxycitric acid (HCA).
With everything which appears to be building within this particular subject matter, your viewpoints happen to be very stimulating. Nevertheless, I beg your pardon, because I do not give credence to your entire plan, all be it refreshing none the less. It appears to everybody that your opinions are actually not totally rationalized and in simple fact you are generally your self not thoroughly convinced of the argument. In any case I did appreciate reading through it.
Please let me know if you’re looking for a article author for your site.
You have some really good posts and I believe I would be a good asset.
If you ever want to take some of the load off, I’d
absolutely love to write some material for your blog in exchange for a link back to mine.
Please send me an email if interested. Thank you!
hi!,I really like your writing very a whole lot!
proportion we keep up a correspondence more approximately your article on AOL?
I require a specialist for this house to resolve my problem.
Maybe that’s you! Looking forward to peer you.
Hello Web Admin, I noticed that your On-Page SEO is is missing a few factors, for one you do not use all three H tags in your post, also I notice that you are not using bold or italics properly in your SEO optimization. On-Page SEO means more now than ever since the new Google update: Panda. No longer are backlinks and simply pinging or sending out a RSS feed the key to getting Google PageRank or Alexa Rankings, You now NEED On-Page SEO. So what is good On-Page SEO?First your keyword must appear in the title.Then it must appear in the URL.You have to optimize your keyword and make sure that it has a nice keyword density of 3-5% in your article with relevant LSI (Latent Semantic Indexing). Then you should spread all H1,H2,H3 tags in your article.Your Keyword should appear in your first paragraph and in the last sentence of the page. You should have relevant usage of Bold and italics of your keyword.There should be one internal link to a page on your blog and you should have one image with an alt tag that has your keyword….wait there’s even more Now what if i told you there was a simple WordPress plugin that does all the On-Page SEO, and automatically for you? That’s right AUTOMATICALLY, just watch this 4minute video for more information at. Seo Plugin
Hey there! Would you mind if I share your blog with
my zynga group? There’s a lot of people that I
think would really appreciate your content.
Please let me know. Many thanks
ATTENTION PLEASE! Being overweight is not your destiny! Let me introduce you the unique new diet system that lets you loose 10 pounds in 3-weeks.
Hello Web Admin, I noticed that your On-Page SEO is is missing a few factors, for one you do not use all three H tags in your post, also I notice that you are not using bold or italics properly in your SEO optimization. On-Page SEO means more now than ever since the new Google update: Panda. No longer are backlinks and simply pinging or sending out a RSS feed the key to getting Google PageRank or Alexa Rankings, You now NEED On-Page SEO. So what is good On-Page SEO?First your keyword must appear in the title.Then it must appear in the URL.You have to optimize your keyword and make sure that it has a nice keyword density of 3-5% in your article with relevant LSI (Latent Semantic Indexing). Then you should spread all H1,H2,H3 tags in your article.Your Keyword should appear in your first paragraph and in the last sentence of the page. You should have relevant usage of Bold and italics of your keyword.There should be one internal link to a page on your blog and you should have one image with an alt tag that has your keyword….wait there’s even more Now what if i told you there was a simple WordPress plugin that does all the On-Page SEO, and automatically for you? That’s right AUTOMATICALLY, just watch this 4minute video for more information at. Seo Plugin
Hello There! Get $30 For Every Survey You Get. It Only gets 15 Minutes To complete the Survey.
Hello There! If you have a PC and like providing your opinion, you might like to try doing our online surveys to make a little extra money . Click the link here to find out more!
Hello There! If you have a PC and like giving your opinion, you might want to try doing our online surveys to have a little extra cash. Click the link here to find out more!
Can I just say what a relief to discover somebody who really understands what they’re talking about over the internet. You definitely realize how to bring a problem to light and make it important. More and more people have to look at this and understand this side of your story. It’s surprising you’re not more popular because you most certainly have the gift. you could try these out: http://alturl.com/tkq55
Hello Web Admin, I noticed that your On-Page SEO is is missing a few factors, for one you do not use all three H tags in your post, also I notice that you are not using bold or italics properly in your SEO optimization. On-Page SEO means more now than ever since the new Google update: Panda. No longer are backlinks and simply pinging or sending out a RSS feed the key to getting Google PageRank or Alexa Rankings, You now NEED On-Page SEO. So what is good On-Page SEO?First your keyword must appear in the title.Then it must appear in the URL.You have to optimize your keyword and make sure that it has a nice keyword density of 3-5% in your article with relevant LSI (Latent Semantic Indexing). Then you should spread all H1,H2,H3 tags in your article.Your Keyword should appear in your first paragraph and in the last sentence of the page. You should have relevant usage of Bold and italics of your keyword.There should be one internal link to a page on your blog and you should have one image with an alt tag that has your keyword….wait there’s even more Now what if i told you there was a simple WordPress plugin that does all the On-Page SEO, and automatically for you? That’s right AUTOMATICALLY, just watch this 4minute video for more information at. Seo Plugin
I am certain this part of writing has touched each of the internet visitors, its really really good bit of writing on strengthening
new weblog.
I visited multiple web sites but the audio
quality for audio songs current at this particular website is truly marvelous.
Hello Web Admin, I noticed that your On-Page SEO is is missing a few factors, for one you do not use all three H tags in your post, also I notice that you are not using bold or italics properly in your SEO optimization. On-Page SEO means more now than ever since the new Google update: Panda. No longer are backlinks and simply pinging or sending out a RSS feed the key to getting Google PageRank or Alexa Rankings, You now NEED On-Page SEO. So what is good On-Page SEO?First your keyword must appear in the title.Then it must appear in the URL.You have to optimize your keyword and make sure that it has a nice keyword density of 3-5% in your article with relevant LSI (Latent Semantic Indexing). Then you should spread all H1,H2,H3 tags in your article.Your Keyword should appear in your first paragraph and in the last sentence of the page. You should have relevant usage of Bold and italics of your keyword.There should be one internal link to a page on your blog and you should have one image with an alt tag that has your keyword….wait there’s even more Now what if i told you there was a simple WordPress plugin that does all the On-Page SEO, and automatically for you? That’s right AUTOMATICALLY, just watch this 4minute video for more information at. Seo Plugin
Wow, this article is fastidious, my younger sister is analyzing most of
these things, so I am going to convey her.
I constantly spent my thirty minutes to see this webpage’s
articles daily along with a cup of coffee.
Hmm it looks like your site ate my first comment (it was super long) so I guess I’ll just sum it up what I wrote and say, I’m thoroughly enjoying your blog. I as well am an aspiring blog blogger but I’m still new to the whole thing. Do you have any points for first-time blog writers? I’d certainly appreciate it.
I actually have to many thanks for the efforts you’ve put in penning this site.
I truly hope to look at the same high-grade content by you afterwards
also. The truth is, your creative writing abilities has encouraged me to get my own, personal site now 😉
Thank you a lot for giving everyone remarkably splendid ideas and insights on this site.
There is crazy Hosting sales going on. Have Premium Webhosting only $1,59/mo
Ultra Reliable SSD Cloud Hosting 14 locations worldwide try one month for FREE
Hola, Javier, en este enlace puedes encontrar nuestros Servicios Técnicos Oficiales disponibles en Valladolid. Hola, Carles, en nuestra página web dispones de un buscador de Servicios Técnicos Oficiales Basta con que introduzcas la ciudad que te interesa y ya te aparecen las direcciones disponibles. Fuí al servicio post-venta de la calle Riera de Tena y siguen sin darme una solución, aún siendo un punto oficial no conocían el modelo y sigo sin poder usar la cafetera.
Unlimited Bandwidth SSD Cloud Servers Dedicated IP address try one month for FREE
Hi there friends, nice article and pleasant urging commented
at this place, I am really enjoying by these.
High Performance SSD Cloud Hosting Dedicated IP address try one month for FREE
Unlimited Bandwidth SSD Cloud Hosting Dedicated IP address try one month for FREE
Heya! I realize this is sort of off-topic however I needed to ask. Does managing a well-established website like yours require a large amount of work? I am completely new to running a blog but I do write in my diary on a daily basis. I’d like to start a blog so I can share my experience and views online. Please let me know if you have any recommendations or tips for new aspiring bloggers. Appreciate it! Check out Organic Research Positions Report semrush: http://bit.ly/2c0dxEX
Hello There. I came across your weblog using msn. This is certainly an extremely well written article.
I’ll be certain to bookmark it and return to read extra of your respective useful information.
Thank you for your post. I am going to definitely comeback.
Great website! It looks really expert! Maintain the great work! Additionally, I have shared your site in my social networks. Visit my blog: http://bit.ly/2b3E2rq
Hola my names Heiko. You need to build a email subscribers list to market your site to, there’s a lot of great content here! I’ll be the first one to subscribe to your list! I’ve been using http://TEARcloud.com which is free for your first 2000 subscribers. I’de love to help you skyrocket your marketing to get you more subscribers! Add me on skype: heiko.viceoffers or send me an email!
I’m now not certain the location you might be obtaining your information, but great topic.
I must spend a little while determining considerably more or understanding more.
Thanks for magnificent info I was once trying to find this information for my mission.
I’m curious to discover what blog platform you might have
been utilizing? I’m experiencing some small security issues with my latest
website and I’d prefer to find something more risk-free.
Are you experiencing any recommendations?
Woah! I’m really digging the template/theme of the website.
It’s simple, yet effective. A great deal of times it’s challenging to
get that “perfect balance” between usability and appearance.
I have to admit that you’ve done a great job using this type
of. Also, the blog loads very quick for me personally on Safari.
Superb Blog!
Your means of explaining everything in this paragraph is really nice,
everyone have the capacity to effortlessly understand it,
Thanks a good deal.
Highly energetic blog, I enjoyed that a lot. Will there be a part 2?
Can you tell us more about this? I’d care to find out more details.
wonderful points altogether, you simply received a new reader.
What could you suggest about your create that you made some days ago?
Any positive?
That is a good tip especially to people unfamiliar with the blogosphere.
Brief but very accurate information Thanks for sharing that one.
A must read post!
I needed to be grateful for this great read!! I definitely loved every small amount of it.
I’ve got you book marked to look at new things you post
Find the Best web hosting deals of 2016. go to my name up there
I am looking for some guest posts for my site is a relavant niche, and was wondering if we could do guest articles for each other with links back to our sites. If you are interested please let me know at grangeallen@yandex.com Thanks for your consideration.
I have been surfing online greater than three hours nowadays, but I never found any fascinating article like yours. Its beautiful worth enough for me. Personally, if all webmasters and bloggers made excellent content as you probably did, the internet might be much more helpful than ever before.
I am grateful to the owner of this web site who has shared this fantastic post at this time.
Developing a product for just one region of the world is difficult enough, but taking that product and modifying it so it can target other regions as well can be just as challenging. It takes a lot of work into researching cultural customs, government regulations, and popular style in different regions of the world and figuring out how to adapt your product to fit those categories takes plenty of work as well and isn’t as easy as it appears to be. Thank you for the interesting article: I’m a high school student taking a marketing class and your article was very helpful and informative.
Most of the things you assert happens to be supprisingly legitimate and that makes me ponder the reason why I hadn’t looked at this with this light previously. This article truly did turn the light on for me personally as far as this specific issue goes. But there is 1 issue I am not too cozy with and while I make an effort to reconcile that with the actual core idea of the position, let me observe what all the rest of the readers have to say.Nicely done.
Although global markets are beginning to become homogenized, companies need to continue to think “glocal.” The “think global act locally” approach calls for the adaptation of products in order to fit local tastes. This includes regards to regional culture, customs, language, and religion. If a company does not take these factors into consideration, they may turn customers away from their products. McDonalds represents a company that takes international customers’ tastes into account. In India, McDonalds has created the Veg “McCurry Pan,” which is a completely vegetarian dish that utilizes the popularity of curry in India. McDonalds has also created the Indian version of the Big Mac called the Maharaja Mac. These adaptations to Indian culture has allowed McDonalds to remain successful internationally. Despite the additional costs of adapting specific products, companies benefit in the long run because of these adaptations. If a company simply cannot afford to adapt their products, they should target markets with similar cultures and customs.
Although the world is becoming more homogenized, adapting to different foreign markets is still crucial in the marketing process because people from different cultural backgrounds have different tastes and preferences—if the companies do not adapt, there is simply no market for them in the international market. An excellent example would be Kraft’s Oreo cookies in China. When Oreo first entered Chinese market, the Chinese customers were not buying Oreo cookies because they thought these cookies were too sweet. In response, Kraft lowered the percentage of sweetener in their ingredient in order to cope with the Chinese’ taste. As a result of their adaptation, their sale surged dramatically and Oreo cookies eventually became the biggest cookie brand in China. Another example would be IKEA’s famous business strategy which focused on standardizing a product that fits customers all around the globe. However, the company still had to change their ways of doing business when they entered the North American market. In other world, no matter how homogenized a product becomes, the firm still needs to constantly make different degree of changes that will satisfy different customers’ tastes in order to make global business more successful.