Global Product and Service Strategy

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Course Content for BA4590

STANDARDIZATION VS. ADAPTATION

WHY STANDARDIZE?

Economies of scale:
- Manufacturing
- Procurement
- Distribution
Cost saving of eliminating marketing efforts to adapt the product
Fast global rollout are possible
Global brand image

WHY ADAPTATION?

Mandatory adaptation
Improve product performance
Product used in different climate and under different infrastructure
Unnecessary features
Cultural difference

OUTLINE

WHAT IS THE PRINCIPLE QUESTION?
HOW TO ANALYZE LOCAL ADAPTATION: PRODUCT COMPONENT MODEL
HOW TO INTRODUCE NEW PRODUCTS TO GLOBAL MARKETS: WHEN, WHERE AND STEPS

Product Component Model

Insert Exhibit 12.1 – Product Component Model

Would you like to Lay’s Chinese Flavor? Product Component Model

Insert Exhibit 12.1 – Product Component Model

Quality

Freshness

What is Attractive Skin Color?

Product Component Model

Insert Exhibit 12.1 – Product Component Model
- Global Warranty and Service Policies
- Global Warranty and Service Policies
Considerations:
- Local competitions
- Actual product use
- Independent service company vs. wholly owned subsidiary

Product Component Model

Insert Exhibit 12.1 – Product Component Model

McDonald’s Footprint in Asia

Consumer View: Colgate-Palmolive in Mexico

Compare and contrast concerns about doing laundry in your country with those you see on this video?
What issues arise from viewing this video that may not arise from a more traditional survey approach to marketing research in Mexico?
What are the limitations of this type of research?
How could information from this video be used to develop products or advertisements for products in Mexico?

Introducing New Products to Global Markets

Concept Testing ®full test in several major markets ® test marketing ® timing of the introduction of new product

Copyright 2008, by the Contributing Authors. Cite/attribute Resource. factadmin. (2008, June 23). Global Product and Service Strategy. Retrieved November 23, 2009, from Free Online Course Materials — USU OpenCourseWare Web site: http://ocw.usu.edu/business-administration-1/global-marketing-strategy/BA4590/global-product-and-service-strategy. This work is licensed under a Creative Commons License.

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	Info Global Product and Service Strategy Document Actions Course Content for BA4590 STANDARDIZATION VS. ADAPTATION WHY STANDARDIZE? Economies of scale: Manufacturing Procurement Distribution Cost saving of eliminating marketing efforts to adapt the product Fast global rollout are possible Global brand image WHY ADAPTATION? Mandatory adaptation Improve product performance Product used in different climate and under different infrastructure Unnecessary features Cultural difference OUTLINE WHAT IS THE PRINCIPLE QUESTION? HOW TO ANALYZE LOCAL ADAPTATION: PRODUCT COMPONENT MODEL HOW TO INTRODUCE NEW PRODUCTS TO GLOBAL MARKETS: WHEN, WHERE AND STEPS Product Component Model Insert Exhibit 12.1 – Product Component Model Would you like to Lay’s Chinese Flavor? Product Component Model Insert Exhibit 12.1 – Product Component Model Quality Freshness What is Attractive Skin Color? Product Component Model Insert Exhibit 12.1 – Product Component Model Global Warranty and Service Policies Global Warranty and Service Policies Considerations: Local competitions Actual product use Independent service company vs. wholly owned subsidiary Product Component Model Insert Exhibit 12.1 – Product Component Model McDonald’s Footprint in Asia Consumer View: Colgate-Palmolive in Mexico Compare and contrast concerns about doing laundry in your country with those you see on this video? What issues arise from viewing this video that may not arise from a more traditional survey approach to marketing research in Mexico? What are the limitations of this type of research? How could information from this video be used to develop products or advertisements for products in Mexico? Introducing New Products to Global Markets Concept Testing ®full test in several major markets ® test marketing ® timing of the introduction of new product Copyright 2008, by the Contributing Authors. Cite/attribute Resource. factadmin. (2008, June 23). Global Product and Service Strategy. Retrieved November 23, 2009, from Free Online Course Materials — USU OpenCourseWare Web site: http://ocw.usu.edu/business-administration-1/global-marketing-strategy/BA4590/global-product-and-service-strategy. This work is licensed under a Creative Commons License.