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Share on Facebook Companies that operate in international markets must take into account local differences in language, culture, legal and regulatory requirements and distribution channels.
Offering standard products in all territories can lead to failure if the product does not meet local market standards, requirements or regulations. Adaptation enables your company to succeed in individual markets by developing a thorough understanding of local requirements and modifying different aspects of your marketing strategy.
Product Adaptation Successful international products meet local tastes, price levels, technical and safety standards, regulations and cultural preferences. To reduce product development and adaptation costs, utilize a platform strategy, creating a core product with different versions customized for individual territories.
A platform strategy enables you to adapt to local needs without developing different products. Electrical equipment, for example, may require adaptations to power supply, safety requirements and compliance with local regulations.
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In the software industry, developers incorporate changes such as time, date format, currency, display colors and navigation systems. Product Information Adaptation Product information on the packaging and in the documentation also must reflect local requirements.
Choose a translation agency that understands the technical aspects of the product to ensure that product descriptions and operating instructions are accurate in local versions. Packaging graphics and colors must conform to local cultural preferences.
Keep in mind that certain colors or images may cause offense in local markets, creating barriers to acceptance. Marketing Communications Adaptations Adapting your marketing communications to local conditions ensures that your creative work incorporates relevant messages, images, offers and creative treatment while retaining the value and strength of your brand.
If you are entering markets where your product is unknown, your communications should focus on market education. Working with local agencies or marketing professionals who understand local customer needs helps you adapt your communications program.
Where budgets allow, adapt your most important communication tools, including email, newsletters, advertisements, direct marketing, publications and customer magazines. Marketing Channel Adaptations Businesses who sell products via a sales force in the domestic market are unlikely to have the resources to sell directly to customers in international markets.
Choosing a different channel to market helps you enter new markets and grow your international business. Local distributors or agents provide you with local market knowledge and contacts to speed up market entry. You also can market products via a website, backing up your Web presence with a local marketing communications program.
Localization Adaptation Adapting your products to local needs is important but time-consuming. Outsourcing part of the adaptation project to a localization specialist enables you to bring products to international market faster. Localization agencies provide translation and communications services for companies that want to ensure their communications meet local cultural, language, political, legal and business requirements.The Global Expansion Strategy of Starbucks Words Feb 2nd, 3 Pages This has created a situation where many companies are forced to scale back domestic expansion plans because of lower consumer spending.
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Jan 31, · Starbucks: Global Coffee Giant Has New Growth Plans. which will support a future expansion of the tea store concept. Management believes . Top 5 Most Successful International Businesses. Apple. Apple Inc. is the creation of Steve Jobs and Steve Wozniak.
It is the manufacturer of computers, computer software, digital media products, and other consumer electronic items. Maltural.
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