Standardization is the process of developing and

implementing technical standards.

The goals of standardization can be to help with
independence of single suppliers, (commoditization),
compatibility, interoperability, safety, repeatability, or
quality
Standardisation is basically based on logic oI aggregation
|ake accordIng to specIfIcatIons
TaIlorIng of campaIgn accordIng to needs of
IndIvIduals and socIety
t is identiIiable as suitable lens through which
customer responsiveness` can be empirically
studied
t focuses on the revenue sIde of profIt
equatIon
%o compare both marketing strategies oI
standardization and customization obviously , it is
diIIicult to determine which one is better.
But the one which is better reIers to :-
Able to improve the business
nIluenced by many elements
One which considers various elements while adopting
Iavorable strategy
Standardization
Standardization Iocuses on cost side oI proIit
equation.
t allows Iirms to be able to decrease the costs and
make the Iirms proIit increase
:8tomization
Iocuses on revenue side oI proIit equation
allow the Iirm to tailor it products to meet the
needs oI customer in each market
!roduct Iactor
Cultural inIluence
Legal system
Organization structure
!:re 8tandardization-
ominant design
%argeted to largest possible group buyers
Example- Ford model %
Segmented 8tandardization-
Buyers have no direct inIluence
Respond to meet the need oI clusters
Example-breakIast cereals
%ailored c:8tomi8ation -
Adapts a prototype to meet the buyers needs
Customisation works backwards to Iabrication
Example: Made to Measure Suit
!:re c:8tomi8ation-
Made to speciIic customer order
Genuine partners both sides involved in the
decision making process
Example: NASA Space Shuttle
From above it is ascertain that the goals oI
standardization can be to help with
independence oI single suppliers
(commoditization), compatibility,
interoperability, saIety, repeatability, or quality
PStandardization and customization although
combining them is diIIicult.
P%he Iirm may adopt one strategy Ior element oI the
marketing mix
Pndeed, Iirm oIten standardizes some element oI
marketing mix ( product design , brand name)
PLocal managers can customize the marketing mix
element to meet local market needs(promotion &
distribution
$ubmItted by :
Amarpreet kaur
|8AEEL