Present the case supporting global product standardization. Include both firm-le

Question

Present the case supporting global product standardization. Include both firm-level benefits and environmental factors that support standardization of product, pricing and promotion. Also, develop an argument against standardizing these marketing mix variables. In your opinion, which organization structures fit with the respective adaptation and standardization strategies? What are the key characteristics as well as significant concerns of these structures? Present the case supporting global product standardization. Include both firm-level benefits and environmental factors that support standardization of product, pricing and promotion. Also, develop an argument against standardizing these marketing mix variables. In your opinion, which organization structures fit with the respective adaptation and standardization strategies? What are the key characteristics as well as significant concerns of these structures?

Explanation / Answer

The case for global product standardisation are:

Arguments against standardisation are:

Which organisations are suitable?

Standardisation suits a large enterprise that has a centralised organisation structure. Decision making, communications and startegy are done centrally and rolled out to the branches in normally a top down direction. The challenge to this structure is that there is low flexibility to change to market dynamics.

Adaptation strategy will suit organisation structures that are decentralised. Decisions are taken after considering the inputs from local centres and local needs. The advantage of this structure is that it makes the organisation agile to changes in the business environment.

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