Kyaw Zaw Lin
s11877546
Answer
1
To
integrate
the
company’s
marketing
program
internationally
“Integrated marketing communication is the coordination and integration of all marketing
communication tools, avenues and sources within a company into a seamless programs
that
maximizes the impacts on consumers and other stakeholders”.[Clo]
Standardization versus Adaptation
“Standardization
is the approach when the same product has been sold in using same message
regardless of the particular market. This allowed marketers to capitalize on economies of scale in
all aspects of their operation, form production to promotion and led to the emergence of global
brands.”[Mar6] There are some advantages and disadvantages of using standardization method.
Standardization method can reduce cost the company use same strategies across the different
outlets. It ensure that the company’s brand
appropriately when changes and differences in the
offerings prove the brands to risk.[Far11] Some disadvantages are
lack of adaptation when
markets are different and dynamic, standardization is consistently confront to appropriate these
changes and lack of uniqueness that is different region attempt to get unique opportunities which
may be profitable to company but standardization don’t act upon on these opportunities. It forces
to confront standard practice to all outlets.[Far11]
“Adaptation
is the approach that has been used when the product and marketing messages have
been adapted for individual countries to reflect their specific cultures, economies, political and
social environment and marketing infrastructures.”[Mar6] Some advantages of adaptation
method are customers keep their landmark and feel noticed. The company can gain good image
and respect to local specification and expectation. But it can cost higher, time consuming and
slow speed of execution. The company hard to find what consumer wants. [Wia13]
If the mobile phone company want to penetrate the
international market. First the company
need to consider policies of country. Different countries have different policies. It is include
environmental regulation, industry regulation, employment law
and etc. Some country have law
that
protect their local marketers. For example Some country as law, if foreign company want to
invest they need to corporate with
domestic
company
. Marketers also need to analyze the
government stability of country, tax policies and trades control. Cultural differences is one of the
major factor influence on marketing
programs. There are various
kinds of receiver in different
countries and the message receive in various kind of languages. Another factor is cultural
differences. Marketer
need to consider the culture and local customs can act as noise and barrier
to communication.
Marketer need to know that the symbol that refers to
different meaning in
different countries such as color, number and animals
refer different meaning base on the
country.[Mar6] Currency exchange is another factor that influence in global marketing. Different
