Multi domestic strategy (high local responsiveness and low integration), is a process in which the firms

customize their merchandise and the services in meeting the requirements of other states. Commonly
the retailers apply multi domestic strategy in order to meet the needs of the local consumers. For
example 7- eleven multi domestic strategy which adapts the environment of every state. For example
like japan 7-eleven applies cash counter for consumers where are able to pay the pending bills.
Additionally, they ought to have little pressure from worldwide integration. Another good example of
multi domestic strategy is nestle which sees unique marketing and advertising approach to market
where it operates. Nestle adapts local tastes through distributing local market. A firm with multi
domestic strategy the general management is completed by home-based country and the country
managers are under control to adapt the home requirement of the company. Firms benefit from multi
domestic strategy since the company managers knows the custom rules the law the tastes and the most
significantly their local market. All the multinational firms use the multi domestic strategy. These
multinational firms have their distributors in every country where they operate who are guided on how
to work. Coca-Cola uses multi domestic strategy in terms of advertisement. They hires local actress and
actors for the advertisement. The reason behind is that the local actors and the actress are familiar with
local consumers and are helpful to the company since impresses the customers.

Standardization strategy (low local responsiveness and low global integration), it is a strategy where a
company treats the whole globe as one marketplace with little meaningful variation with the
hypothesis that the products and the services meets and exceeds the requirement of customers
everywhere. a good example of company which uses standardization strategy is coca cola since it uses
the same taste in all over the world. Coca cola with the unique taste, they do not disclose their taste in
the market. The company distributes there products all over the world and be guided on how to
complete those liquids. Coca cola uses the same quotes all over the world “tastes the feeling”. Other
companies which use standardization strategy are apple and domino’s Pizza since their products are not
customized for local consumers. An iPod always look the same whenever the customer buys it. The
recipes for domino’s pizza are the same and the store model of the carryout is the same everywhere.
These companies have little need for global integration as well as the local adaptation. Most of the
companies value chain activities are maintained at the headquarter. The strategy is also known as an
exporting strategy. Standardization approach produces efficiencies by consolidating many of the general
activities such as gaining scale economies in business, product design simplification of the supply chain
and also sinking the marketing prices.