Difference between Customisation (Adaptation) vs Standardisation in Products (Goods & Services)

When expanding into foreign markets, should companies standardize or adapt their marketing strategies?

In this video, we dive deep into the internationalization process, focusing on the key decisions that businesses face when entering new markets. Using the example of French Cakes, we explore how they might navigate the balance between customization (adaptation) and standardization of their marketing mix.

We look at factors influencing this decision, such as product offerings, promotional activities, and market conditions.

Join us for insights on how companies can effectively manage their global marketing strategy!

Key characteristics of products (goods or services) that may need to be considered before Customisation (Adaptation) or Standardisation include:
1. brand
2. brand loyalty
3. compatibility with other products,
4. services or equipment
5. degree of customisation
6. design
7. durability
8. ease of maintenance
9. features
10. flexibility
11. functional performance
12. innovativeness
13. occupational health and safety issues
14. packaging
15. pollution hazard reduction
16. quality
17. range of size, colour or other factors
18. reduction of risks to health and safety, such as noise
19. robustness
20. styling
21. technical features
22. upgrading
23. volumes available.

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This video is an introduction to the various aspects, however for a better understanding please check out the links from the "Additional Reading" section below and continue on your learning journey.

Note: Videos have been made with international students in mind, as such if your finding the speed of speech slow, please increase playback speed to 1.25 in YouTube.

I hope the video takes you beyond the definition & helps to make the learning process a little more tangible. Please subscribe & feel free to share.

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Video Content

0:00 – Introduction: Customisation vs. Standardisation
1:10 – What is Customisation (Adaptation)?
1:31 – What is Standardisation?
2:00 – Case Study: French Cakes' Marketing Mix
3:25 – The Benefits of Standardisation in Global Marketing
4:30 – Factors Favoring Standardisation for French Cakes
5:40 – Factors Supporting Customisation for French Cakes
7:00 – Legal and Cultural Considerations for Customisation
8:10 – Recommendations for French Cakes' Marketing Strategy
9:30 – Summary and Conclusion: Striking the Right Balance

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Came across a great saying:
“What do we live for if not to make the world less difficult for each other?”
— George Eliot

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Additional Reading:
Customisation vs Standardisation

Adaptation

Standardization

Adaptation vs. Standardization

Standardization vs. Customization: Striking the Right Balance (Part 1)

Standardization vs. Customization: Striking the Right Balance (Part 2)

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School of Learning
Arnav Dutta