Would you recommend standardization or localization in international marketing ( answer in detail, give example )
Standardization in international marketing refers to the identical marketing approach in all the locations (regardless of customer preferences), while localization refers to customized marketing according to the preferences and perceptions of the customers of the particular locality.
According to my opinion, an organization should combine standardization and localization approaches in international marketing.
Standardization of some elements of marketing reduces the cost, reduces message confusion, and creates a strong brand image. The customers can easily identify and relate with the brand while traveling from one country to another due to the strong brand image. For instance, McDonald’s has a strong brand globally. Moreover, customization at every stage is not feasible for the companies. For instance, in the US 350 languages are spoken, which is a relatively high level of linguistic diversity. In such a case, the companies cannot afford the localization approach of marketing based on the languages.
On the other hand, due to the differences in language, culture, and societal perceptions, the organizations need to customize some of the elements. For instance, in the US, around 13.4 percent of the total population is made up of immigrants. In such a case, to increase the target market, the companies need to focus on the localization approach in international marketing. Localization is important to convey the message appropriately. For instance, the Electrolux vacuum cleaner advertised with the tagline “Nothing sucks like an Electrolux” in the US, which was criticized due to the language.
Would you recommend standardization or localization in international marketing ( answer in detail, give example )
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