Assessment 1

The topic of standardization/adaptation of companies’ international marketing, including their product, pricing, distribution, and communication strategies, has always been a central issue for international marketing research.

By following a report format, your task is to investigate and evaluate how international companies respond to this issue. Your investigation should be informed by relevant literature on international marketing and consumer behavior.

Word Count: 1,200 words

Section 1

Introduction

• Introducing the report.

A definition of standardization/adaptation (you may wish to discuss competing definitions but you must decide on a definition and this must be clearly articulated).

It is important to pay particular attention to the key trends affecting the operations of MNCs / international companies especially in the target market (cultural, economic, political… etc), and of the competition.

Section 2 

• A critical evaluation of market focus, product, and service including reasons for the company’s international strategy development (reasons for international marketing research) use relevant theories.
• For example Differential, innovation……
• Key decisions in the strategy development, that you may want to include, will relate to the degree to which the firm wishes and is able, to standardize its product and service offerings or needs to adapt them to the requirements of the local markets.

Here, you will need to carry out some research to understand the company background, its activities, and its competitive positioning. You are required to demonstrate your understanding of the global challenges that the firm faces and you are encouraged to be creative in your response to the questions asked.

Section 3

A conclusion (which must summarise the outcome of the previous analyses).