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Multidomestic Strategy
A firm using a multi-domestic strategy does not focus on cost or efficiency but
emphasizes responsiveness to local requirements within each of its markets.
Firms localize their product and marketing strategy to match with tastes and preferences
of each national market. To implement this strategy, companies often establish independent
subsidiaries or joint ventures in different markets. Usually, these subsidiaries or joint
ventures will carry out both research and product development, manufacturing, and
marketing the product in the local market.
A multinational strategy is often appropriate for companies in industries where consumer
tastes and preferences are not the same in different countries, such as food products,
cosmetics or consumer goods.
Ex: Netflix customizes its program channel shown depend on country and region, based
on political, cultural differences.
Mac Donald customize their products to fit with local taste and cultural differences:
Many Indian does not eat beef, so they add many other types of burger such as chicken or
vegetarian burger.
Advantages: Customize products and services follow the actual need of the market
Disadvantages: High cost