Analyzing the Degree of Adaptation vs. Standardization of the Marketing Mix Elements in the Foreign Sales by Organizations

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ACKNOWLEDGMENT

I would like to thank almighty Lord for granting me the capability to proceed successfully. I would like to thank my supervisor, colleagues, and all those who helped me in completing this thesis, without their assistance and guidance this could not be possible. Last but not least, I would like to dedicate my thesis to all those who believe in the richness of learning



DECLARATION

I adjudge, the content of this dissertation is completely collected and done by unaided effort and the material in it, has not been published ever before. The opinion that is reflected in this dissertation is purely my opinion and does not represent any University's opinion.

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TABLE OF CONTENTS

ACKNOWLEDGMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

Background1

Adaptation Strategy1

Standardization Strategy1

The Marketing Mix1

Background of the organizations2

Philips2

Procter & Gamble (P &G)2

Research Aims and Objectives2

Aims2

Objectives2

Research Questions3

Gantt chart4

CHAPTER 2: LITERATURE REVIEW5

Marketing Strategy5

Characteristic5

Strategic Options5

International marketing and global marketing6

Adaptation strategy7

Standardization strategy9

The Marketing Mix10

Characteristic10

Types10

1)Product11

2)Pricing12

4)Promotion13

CHAPTER 3: METHODOLOGY15

Introduction15

Research Design15

Research Method and Design Appropriateness16

Mixed Methodology16

Mixed method studies16

Secondary Research Methods17

Primary Research Methods17

Quantitative and Qualitative Research Methods18

Target Population and Sample Size20

Instrument20

Literature Search21

REFERENCES22

CHAPTER 1: INTRODUCTION

Background

Adaptation Strategy

The adaptation strategy can be defined as tailoring the product or service according to the different needs and conditions in each market. The companies choose this strategy because the markets of two or more countries behave totally different from each others. For example, legal differences, taste preference difference etc (Terpsta Sarathy 2007, 160).

Standardization Strategy

The implementation of the standardization strategy is based on the idea that markets tend to be homogenized by the pressure of technology, communications and transport. The standardization strategy is to consider that the market is global for the product (Shaw Richter, 2009, 4).  For example, Philips is an electronic appliances company and it is following the standardization strategies.

The Marketing Mix

It consists of the marketing tools that can be use for the enhancement and development of products.

The research study will focus on how Philips and P&G companies use adaptation and standardization strategies in their organizations and what changes they made in their marketing mix in order to make productive international sales (Shapiro 2004, 45).

Background of the organizations

Philips

Phillips was founded in 1891.  The founders of Philips are Gerard and Anton Philips, who opened a small factory in Eindhoven for the production of light bulbs. 

There are 55 000 employees worldwide who have been working at Philips Lighting for over 60 countries.

Procter & Gamble (P &G)

Procter & Gamble (P &G) is one of the largest multinational corporations with offices in dozens of countries around the world. This company operates in more than 180 countries around the world and it has more than 300 brands. Major competitors are Colgate-Palmolive and Unilever.

Research Aims and Objectives

Aims

The research study will focus on how the organizations use adaptation and standardization strategies in their organizations and what changes they made in their marketing mix in order to make productive international sales.

Objectives

The objectives for this research study will be as following:

To find out which strategy is best to use for ...