In this modern era, many types of products are entering the domestic markets.

In addition,
many domestic products are now successfully penetrating the global market with strategies such as
export, standardization, multidomestic, and transnational. International competition helps businesses to
get more creative and effective in fully utilize their resources. Global trade exposes customers to a wide
number of products and services. It raises people's standard of living and exposes them to fresh
concepts, gadgets, goods, services, and innovations. However, there are also several products that fail in
the international market because they fail to maintain a balance between local responsiveness and
global integration for example, according to Insider (2019), Nintendo’s Virtual Boy by Nintendo (1995)
and Apple Newton by Apple (1993). By this question above, I found two examples of companies that
have successfully expanded regionally are Airbnb and Mcdonalds.

Airbnb is stand for Air, Breakfast and Bed. Brian Chesky, Nathan Blecharczyk, and Joe Gebbia
formed the company in 2008. It is headquartered in San Francisco, California. Airbnb is an online
platform that offers booking services for mainly homestays for holiday rentals (short-term or some
period), as well as tourism activities Also, this service is available and can be booked through website
and a mobile app. In addition, Airbnb does not own any properties which have been listed in their online
platform. It generates revenue through booking fees charged in the online platform. Now, it is seen as
one of the online platforms that provide challenges to hotels. According to Sarah Chetrit (2008), And
unlike hotel, however, an Airbnb is distinct since you are most likely renting someone's home or a
unique location such as a treehouse, tent, or cottage. This results in a one-of-a-kind environment that is
very different from your typical hotel rental. Among the strategies used by Airbnb to survive and
succeed globally is by adapting host country demographics. Firstly, Airbnb's programmers created a
personalized, highly advanced translation management system (TMS) that allows the company to
quickly add new languages and update the existing data. The tool has some advanced features. When a
new term is submitted to the platform, the TMS takes a screenshot and transfers it to translators.
Translators can modify the translation in detail by right-clicking on any phrase on the web. And
translation updates are reflected on the web almost instantly. Among Airbnb’s alternatives to ensuring
the use of language in each host country is accurate, Airbnb has used a combination of crowdsourcing
and in-house translation work to accelerate translation. In early of localization process, the organization
hires translators from the community and relies on its global network of hosts and visitors for
translation and language checking assistance. Crowd-sourced translation is inexpensive, fast, and
effective at fostering a sense of community. However, it may have problems with accuracy and
reliability. That is where Airbnb's in-house experienced translators and local managers hired, double-
checking translations, and ensuring all is in line with the brand's sound. Then, Airbnb also adjust its
services to local payment methods. With the rapid development of Airbnb around the world, it has
upgraded their platform system by offering payment systems using local payment options. For example,
in Malaysia, they use RM (Ringgit Malaysia) currency and various local banking network options as
online payment transactions such as Bank Islam, Maybank and CIMB Bank. Also, Airbnb adapts to
localized sign-up methods, for example in China. Chinese users do not sign-up Airbnb with an email
address or a Facebook or Google account as in other countries. The easiest way to address this issue is
for Airbnb to update their online platform so that log-in credentials from customers via Weibo or
WeChat accounts are accepted. This change aided in the expansion of the company's target market of
Chinese travelers. In this regard, Airbnb's adaptation strategy has been internationally successful, with
homes and bedrooms available in 34,000 cities and 190 nations.
 McDonalds (also known as McDonalds Corporation) is one of the pioneers of business franchises
for the fast-food industry. Established as a restaurant in San Bernardino, California, United States in
1940 owned by Richard and Maurice McDonald. Then, in 1961, they sold McDonalds to Ray Kroc for $2.7
Million. Nowadays, McDonalds is the world's largest quick-service chain of restaurants, with over 36,000
outlets nationwide and over 69 million customers served daily in over 100 countries. One of McDonalds'
strategies to survive in the global market is by adapting to the consumer needs as driven by region
cultures. For McDonald's, adaptation works extremely well. The strategy allows the fast-food chain to
expand its global scope. The strategy does necessitate higher coordination and incurred cost in
production. Other than the effective strategy, the corporation's marketing mix is often adaptable to
meet the needs of the local market in terms of geographical of region, marketing, and pricing.
McDonalds's adaptation to a region is to fit the religious rules and customs of its local demographic
(host country), as well as establish new and innovative products. According to Anne Keziah William
(2015), McDonald's in India offers Vegetable McNuggets (instead of chicken) and Mutton-based
Maharaja Mac (instead of beef-based Big Mac) due to religious laws that forbid Hindus from eating beef
and to meet the needs of vegan prospects. Meanwhile, in Asia region, as example Japan, McDonalds
changed the name of McDonald’s to Makudonarudo whose name is more appropriate and acceptable to
many of their customers in Japan. Then, the appetite of Japanese customer is different than Americans.
So, burgers, chips, and drinks are served in smaller portions in Japan rather than in U.S. At McDonalds’s
early founding in Japan, it retained the menu for the U.S. market. After some time spent observing and
studying Japanese culture, McDonald's added menu items to appeal to Japanese tastes such as serving
Rice Burger, Teriyaki Burger, Green Tea ice cream and so on. Nevertheless, McDonalds also gets great
competition from some successful global franchises such as KFC (Kentucky Fried Chicken) and uses
strategy adaptions in the market. Moreover, for established worldwide brand, such as McDonald's, will
effectively achieve global adaptation by recruiting the people with expertise. Detailed market analysis,
thoughtful and effective research, and strategy should all be carried out parallel to ensure full
understanding of the market and customers. There should be a potential demand evaluation, as well as
an analysis of various problems from cultural, economic, legal, employment practices, and import
guidelines.

Finally, adaptation is one of the best strategies for global business development especially
relevant for businesses that export their goods because it guarantees that the product meets local
cultural and regulatory requirements. Moreover, adaptation is also necessary for businesses who want
to launch new goods but lack the resources or capital to create innovative unique things. According to
Fred Chua (2019), businesses that fail to adjust to their surroundings begin to slow down and finally fall
or shut down. With 2 examples of successful companies proving by using the right adaption strategy, a
company can survive the similarities and differences in the global market.