Finance Essay 代写:全球标准化战略

2017-01-27 10:45

Finance Essay 代写:全球标准化战略

 There are different advantages that could be accomplished as a result of the localization approach, rather than using the global standardization strategy (CzinKota, 2007). For example, the localization strategy is perfectly in line with the marketing concept which stressed that the marketing management within an organization should make its best efforts to satisfy the needs and wants of the target market (Keegan & Green, 2005). As the needs and wants of the target market vary from region to region and market to market, the localization approach may be regarded as the best. For example, although McDonald is a global firm, it could not effectively satisfy the needs and wants of the target market in all the markets with the global standardization strategy, rather the firm has been adapting its strategy according to the market where the firm is operating. This is the reason that the firm offer hamburgers in USA, vegetable burgers in India, less spicy foods in China, and Hallal foods in Arab countries. As the organization is based in USA, if the firm followed the global standardization approach, the firm will not only suffer from lesser even no demand in foreign countries but may also encounter negative customer's behavior as the products offered are culturally sensitive. Offering meet or poultry products to Indians may event result in total boycott for McDonald, and may subsequently result in pulling out of investment in the country (McDonald, 2010).

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