Standardization and Adaptation Marketing Strategies Essay

Standardization and Adaptation Marketing Strategies - Essay Example The first strategy is standardization, commonly referred to as â€Å"standardization when necessary†. This is a marketing policy that involves the use of the same product, distribution networks, promotion and prices in all markets. This marketing strategy is employed to increase the quality of products and to streamline the distribution channels. It also uses same product promotion tactics and prices in virtually all environments. Brands such as Coca-cola, Nike, and Levis have used this marketing strategy in their global markets. Coca-cola, for example, sells the same product in all countries throughout the world. Standardization is normally embraced by companies who view the world as a global village where the consumers have same tastes, needs and desires and hence they use same product and strategy in all the markets. Adaptation strategy is the other approach that is has been used in marketing. This strategy entails adjusting products, distribution channels, promotion tactics as well as prices to every kind of market that a company operates in. This line of attack does not view the market as homogenous. It takes into consideration differences in culture, taste, consumer behaviour, government policies and infrastructure in every market. The users of this strategy, therefore, adjust their products, brands, design and labels to conform to a different environment, consumer behaviour and competitiveness. Factors such as national identity, language and climate are also considered in this approach. An illustration of a product that has clinched the adaptation strategy in its global market is cell phone manufacturer Nokia. The firm has over the years established its handsets to conform to the market needs. This has enabled Nokia to fully satisfy the needs of each of its local markets that could have otherwise remained unsatisfied had the company not used this approach. Adaptation strategy helps fully respond to the needs of the local consumers by using specific prices, distribution channels and promotion tactics based on the characteristics of the market.