STANDARDISATION

Vs
ADAPTATION
• Key to success is the development of global
products and brands.
 Components of Global Market
• Marketing Mix
• Sourcing Strategies
• Design of production management and
logistical systems
• Product line and product business
 Benefits of Standardisation
• Economies of Scale
• Transfer of experience know how
• Uniform image
• Easier control and coordination
 Barriers to standardisation
• Government policies
• Nature of marketing Infrastructure
• Difference in customer interests
• Nature of competitive structure
 Developing strategy for multi-product
business
• In developing plan for a product line it is
important to consider interdependence with
other product or product line, in terms of
marketing, sourcing production, managemet,
financing
 Economies of scope

• Development of two or more products by the

same enterprise.
• These products usually share some common
resources
• Opportunities may develop across similar
product line
• Eg. Razor and shampoo may have same
distribution channel
Integrating sourcing and marketing strategy

• Global sourcing strategy have to be

considered, this calls for examination of low
cost raw material, labor, capital cost
• Helps on economies of scale