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Pros & Cons of Standardization

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Bianca Mancilla

on 27 March 2014

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Transcript of Pros & Cons of Standardization

Different ways to standardize the product
Ready, Set, Go Global
Cost Reduction & Improved Quality
Team Exercise -

Given company
List of factors
Select which factors you believe these companies use when implementing standardization
Product itself
Product Design
Promotional Mix ( Distribution, Advertising, Promotion etc.)
Cost Reduction
Improved Quality
Enhanced Customer Preference
Global Consumers
Global Segments
Bianca Mancilla
Marketing 140

Pros & Cons of Standardization
Global standardization in marketing is a standardized marketing approach that can be used internationally.
Some aspect of the product is uniformed.
Source: http://smallbusiness.chron.com/global-standardization-marketing-25939.html
Production series: More savings gained in manufacturing and producing the product
Small changes in product and the design of it
Savings in media and advertising do to global brand
Scope economies, standardized advertising plan, and utilize creative outlets
Companies focus on product development and so more testing is done
Investment increases durability and reliability
Off-the Market
Trade Barriers

Lack of Uniqueness
Strong Local Competition

Who failed in Japan?
Yahoo Consistently Beat them
Yahoo understood the local culture better
- Japanese company
- Japanese employees
- Japanese mindset
Source: http://www.minyanville.com/businessmarkets/articles/wendys-google-japan-economy-apple-citigroup/12/14/2009/id/25893
IN 2009,
Local Competition
100% Standardization is not achievable
Different factors
Advantages & Disadvantages that companies need to be aware of
Full transcript