There has been a long running debate that surrounds the topic of international marketing. The debate is whether organisations venturing out into foreign markets should use a standardisation or adaptation strategy in international markets. Some argue that organisations should use a standardisation approach so as to benefit from economies of scale whilst others argue that organisations should always adapt their strategy and tailor it to the local market in which they operate in.
The truth of the matter is (in my opinion) that neither of these strategies should be used in total isolation from the other. Organisations should maintain some level of standardisation in order to ensure a level of global brand recognition, so things like an organisations logo should remain consistent globally (where using the same logo does not translate into something derogatory in another language/culture). However things like the product and price almost certainly need to be adapted to suit the local market. I’m sure you have heard it before but it is very true that organisation should think globally but act locally.
An organisation that practices the think global act local mantra and has achieved great success doing so is McDonald’s. McDonald’s golden arch is one of the most recognised logos around the world. This has been achieved because they use a consistent brand image globally. From an adaptation point of view, McDonald’s do a lot of research into the international markets they wish to enter. Doing so has resulted in them providing a very much tailored service in their various global markets. For example they sell beer in their German markets and don’t sell pork products in the Muslim countries in which they serve amongst other adaptations they make. This is undoubtedly a big part of the reason that McDonald’s has such a strong hold in numerous international markets.
The simple lesson here is therefore that organisations should seek to balance the need to maintain a consistent brand image globally whilst catering locally to the various cultures and needs of the local market hence using a combination of the two strategies. This post has obviously just touched the topic on the surface. The debate and topic of international marketing goes so deep and is so interesting. I will more than likely delve deeper into this topic in the near future.