Global Marketing Mix

 Understand the connection between Define standardization

and adaptation in marketing mix.
 Explore motivations for standardization.
 Evaluate factors influencing standardization/adaptation

Global marketing mix and Explore motivations for

internationalization. standardization

It is the choice of the global marketing What standardization and

mix connected to the rest of the adaptation really mean and what
internationalization process when an might motivate an organization to
organization markets its products and strive to move in either direction,
services only in the national market to let's use an example. French
also target one or more foreign markets. companies produce French pastries
We talk about the internationalization and desserts in these modern
process of an organization. The process production facilities.
of internationalization with the choice
of which foreign markets to target, we
call this market selection process.

Evaluate factors influencing

standardization/adaptation

Choosing the Global Marketing Mix

So when deciding on the global
marketing mix, what
standardization and adaptation
really mean and what might
motivate an organization to strive
to move in either direction.
 It discusses how French Cakes
might assess the desirability of
Case: French Cakes standardizing or adapting its
marketing mix when entering
the UK market.

Level of market Globalization of competition:

globalization: British
consumers have different
needs and values than
French consumers,
suggesting the need for
some product adaptation.
Industry globalization:
French Cakes does not have
high R&D costs, which
reduces the pressure to
standardize.
Some competitors of French
Cakes have a global presence and
standardize their marketing mix,
suggesting the need for some
standardization for French Cakes
in some aspects.

Adaptation
Standardization

 Place (Distribution Channels -  Product (Cakes & Desserts)

For Large Chains)  Price
 Promotion (For International  Promotion (For Local
Competitors) Competitors)
 Sales Processes (e.g., Key  Place (For Smaller Restaurants)
Account Management)
 Data Collection

The text concludes that French Cakes must consider both

standardization and adaptation in its global marketing
mix to achieve success in the UK market. The key lies in
finding the right balance between these two approaches,
taking into account the various factors mentioned above.
Source: https://youtu.be/vRTuaTg0V5c?si=xCfp9pJBBVdGb1_c