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global standardization strategy example: What is Transnational Strategy in International Business?

online marketing strategy

Indeed, a hybrid arrangement of global strategies being executed by local leadership in each market with the local flavour intact is the way forward for businesses. It makes sense especially in the current scenario when countries are increasingly looking inwards for resources and capabilities. But let’s not confuse regional focus with a closed economy; in today’s world, diversity and inclusion of the local is imperative to go global. Leveraging the local knowledge base to appeal to the unique tastes and preferences of the residing population can be a competitive advantage for businesses. Google, for instance, has started adopting local strategies to strengthen its global presence.

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Goodyear International, the tire major also has clubbed various countries with similar policies and economic landscape. Asia-Pacific is one region, Europe is another and the rest of the world is divided into Latin America, North America, Middle East and Africa. Nissan tried for a long time to design cars in Japan and shove it in the US market. There were locations in Northern Japan where there were comparatively chilled winters but the car owners here would put blankets over car hoods.

Maintains a wide customer base

With a multi-global standardization strategy example strategy, the subsidiaries are almost totally independent in every region. However, with a transnational strategy, all the subsidiaries are dependent on one central office. A transnational strategy, however, aims at ranking high in both local responsiveness and global integration. This strategy looks at scooping the benefits that come with operating in multiple countries.

Resources are as centralized as possible in a transnational business strategy meaning that it becomes efficient in cutting the production costs. I must mention that, just like the global strategy, these transnational companies remain standardized all through the regions it operates to maintain lower costs and efficiency. Every branch of the transnational strategy typically follows a laid-out marketing strategy from the central office, and it runs on guidelines set by the central managerial team. A global standardization strategy is often pursued by firms in order to reduce the amount of variation between their products and to create a more unified consumer experience. This can be beneficial for a number of reasons, such as reducing customer frustration, improving brand visibility, and creating a more efficient marketplace. However, pursuing a global standardization strategy can be difficult – especially if the company doesn’t have a significant presence outside its home country.

A global strategy requires considerably more central coordination and control than the international or the multinational strategies. In MNCs following such a global strategy, research and development, manufacturing, and marketing activities are typically managed from the headquarters, and most strategic decisions are also taken at the center. The role of the subsidiaries is mainly to implement headquarters’ decisions.

Most Trusted Brands 2011: What Coke learnt about globalisation and branding

Thus the need to establish global foot holds for their products became imperative which they achieved by joint ventures, strategic alliances or Mergers and Acquisitions. The global appliance industry has undergone drastic changes in recent times. Made large investments for setting up modern, large-capacity manufacturing plants in the United States and Europe, to take advantage of economies of scale. In today’s competitive era, globalization is imperative for any enterprise to grow. Various enterprises evolved different mechanisms to globalize their business and framed appropriate strategies.

  • It must also carry a well- defined objective because without officially declaring where you are going, you will never get there.
  • It is more encompassing than the domestic, international, multinational, or even panregional perspective.
  • In shipbuilding, for example, Japanese firms follow the differentiationstrategy, offering a wide array of high-quality vessels at premium prices.
  • The appliances industry has not considered global procurement seriously, but now an increasing number of multinationals are engaged in sourcing of component and product on a global scale.

Economic reforms, as well as the maturity of market forces, showed that entering a market through the organic route helped corporations optimize the benefits of globalization. This is not being followed in the appliance industry, as the conditions vary significantly in different countries. Expiates from USA of Indian origin for key functional areas of marketing, manufacturing and finance. However, the expert opinion survey indicates government policy to be the least effective driver to go global, though this was a major issue in the 1980s.

Main types of international marketing strategy

Now it has become evident that companies cannot insulate itself from Global marketing competition by remaining in the domestic market or a few select markets. Cultural incompatibility is the single largest cause of lack of projected performance, departure of key executives and time consuming conflicts in the consolidation of business of multinationals. Merger or acquisition during the process of globalization can change the nature, orientation of both partners and all employees need to be assimilated into the merged entity. Thus, it is necessary that organizations utilize the best talent available globally for their services in different countries.

  • Strategy, the managers in each country make competitive moves without regard for what happens in other countries.
  • For example, a car company might have one strategy for the USA – specialist cars, higher prices – with another for European markets – smaller cars, fuel efficient – and yet another for developing countries – simple, low priced cars.
  • Standardization is the process of making standards to information the creation of an excellent or service based mostly on the consensus of all of the related parties within the trade.
  • Because of saturation in their domestic markets, they have been looking towards the new emerging markets.

Nike mostly does emotional branding and women empowerment through the videos. With a total of 380 plus social media profiles catering to a multitude of products and geolocations, it became one of the most followed brands online. By offering more products to more people, in more markets than any other sports company, they are able to capture a far greater market share of the market than any other company. They already do emotional branding well enough by adding women empowerment to it they become the strongest brand in their niche.

Each of these archetypical strategies represents a fundamentally different conception of how to compete. In shipbuilding, for example, Japanese firms follow the differentiationstrategy, offering a wide array of high-quality vessels at premium prices. Korean shipyards pursue thecost leadership strategy, also offering many types of vessels at lower cost that can Japanese firms. Finally, Chinese shipyards , the emerging competitors in the industry, offer relatively simple, standard vessel types at even lower costs than the Koreans (Porter, 1990, p. 39). There is a myth that global scale marketing can only be undertaken by large companies.

transnational strategy

This forces McDonald’s to deviate from a ‘commonplace’ marketing strategy, and configure one that’s unique to the country by which it is reaching out to. After all, not all consumers in every country have the identical wants and needs. Businesses must employ technology and data extraction to determine the functions that can impact operations organization-wide. Centralization in finance is desirable as a measure of stability for businesses. Creating global standards with a regional focus is only half the battle won. To shift the balance of power to local leadership, a solid HR strategy is imperative to hire, train, and manage the local labour laws, compensation guidelines, and workplace culture.

If you are a owner who uses global standardization to market your product, you may additionally run the danger of dropping out to local opponents who can tailor their items and advertising efforts to the local population. Standardized items and companies promote the convenience of use for the buyer and attracts shoppers on the idea of constant quality. Product standardization relies on utilizing the same basic template across markets. The features of a product are kept similar as far as attainable, which could be difficult if the product is marketed internationally however is simple to realize regionally.

They are risk- takers, price-insensitive, and are able to cope with a high degree of uncertainty. Innovators are crucial to the success of any new product or service as they help gain market acceptance. The adoption of a new product, service, or idea is not an overnight phenomenon – it does not happen simultaneously in a social system. According to research, consumers who adopt an innovation earlier demonstrate different characteristics than someone who adopts an innovation later.

When establishing your action plan, make sure your steps are definite, measurable and achievable. Recovery of research and development (R&D) costs and other development costs across the maximum number of countries – new models, new drugs and other forms of research often amounting to billions of US dollars. The more countries of the world where the goods can be sold means the greater number of countries that can contribute to such costs. For example, the Airbus Jumbo A380 launched in 2008 where development costs have exceeded US$ 10 billion. From a company perspective, international expansion provides the opportunity for new sales and profits.

But faces the strategic problem that Apple could fail to renew its contract with the Chinese company, which might then be in serious financial difficulty. Toothpaste brand Cue couldn’t make much headway in France as it was the name of a popular pornographi c magazine, Vicks cough drops was a failure in Germany as ‘V’ is pronounced as ‘F’ making it slang for sexual intercourse. Nike had to recall its products that featured an illustration resembling Allah in Arabic. An improper brand name in a particular cultural or linguistic milieu can cause huge damage to the company and its marketing efforts may go down the drain.

Different product strategies used in international markets

The food industry has successfully used ‘local flavoring’ strategy with good success. Whirlpool is marketing all products through distribution channel system using a common global advertising theme in most of the countries. Our survey indicates that cost advantage has driven most of the multinationals to go global. The Japanese have recently made Thailandtheir manufacturing hub for the same reason.

Product/service and create effective marketing strategies to push acceptance through each category. In other words, the diffusion of innovation explains the rate at which new ideas and technology spread. The diffusion of innovation theory is used extensively by marketers to understand the rate at which consumers are likely to adopt a new product or service. For example, poor profitability in the Chinese domestic market was one of the reasons that the Chinese consumer electronics company, TCL decided on a strategy of international expansion. It has then pursued this with new overseas offices, new factories and acquisitions to develop its market position in the two main consumer electronics markets, the USA and the European Union. Strategy, the managers in each country make competitive moves without regard for what happens in other countries.

In the next paragraphs, we review the four worldwide generic strategies and their adoption by international firms has been influenced by the administrative and cultural heritage. One of the basic decisions in global strategy begins by considering just how much local variation, if any, there might be for a brand. The appliances industry has not considered global procurement seriously, but now an increasing number of multinationals are engaged in sourcing of component and product on a global scale. Whirlpool Corporation has developed a washing machine, which is manufactured and marketed in China,Brazil and India.

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Still, they create additional services and products that are specific to the market they operate in. Ultimately, pursuing a global standardization strategy can improve the efficiency of a company’s operations and help it compete more effectively against its rivals. By understanding the benefits and drawbacks of this approach, firms can make an informed decision about whether or not to pursue it.

Standardization frees up time and allows staff to focus on more efficient processes, corresponding to Build-to-Order. Competitive attack in one country could be countered in a different country . Perhaps, the best example is the counterattack in a competitor’s market as a parry to an attack on one’s own home market . People in different roles will undertake specific tasks to achieve defined objectives. Teams can be established, coordinated and directed toward achieving your company’s aims.




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