As a senior research project, I decided to study the difference of standardization and localization in marketing
Abstract
To succeed in the world today, companies must target specific groups of people when marketing a product or service; how they do this is up to them. As the world is becoming more globalized, companies are trying to fit in and get a leg up on the competition. This however, has been in controversy for over 50 years. Should a company standardize themselves nationally and globally, or should they localize and adapt to each country’s culture and region? This research explores these marketing options and tests which one customers in different countries prefer.
A survey was conducted to ask McDonalds and Pizza Hut customers from America, Germany, and Japan, which strategy they would want in their own country. The study concluded with a recommendation to companies to treat each country individually and preform market research to give the customers of that country the exact strategy they prefer.
I researched their differences, looked up case studies, conducted a survey, and analyzed SPSS tests to come to my final conclusion:
Conclusion
From looking at the results of the data there is no specific marketing mix for
targeting the general and overall public around the world. Companies need to look at specific countries
Companies who want to succeed in each country, will have to perform market research to understand what each country’s preference is. To succeed even more, the company could also do regional market research for those countries which have different taste preferences in each city, such as India.
Examples of my surveys:
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