The Importance Of International Standardization

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Compared to domestic, International markets have more complex variables that any business needs to take into account before venturing into this sector. For instance, strategies, gaining timely information, diversity of geographic locations and difference in the environmental setting such as cultural, market, legal, political, and financial processes. Roy Choi should, therefore, consider an international standardization of their products and services. Standardization is an important marketing strategy, especially when it comes to the international expansion of the business. International marketing is defined as the process of identifying markets for goods and services outside the domestic market or home country. The international place varies…show more content…
Some companies develop a single product and service then market it identically around the globe, while others adjust accordingly in regards to the difference in marketing environments. The world is moving towards a homogeneous and standardized. Therefore, companies should market their products uniformly in all countries this has been attributed by the advancements in the technology and social media platform (Grunig, and Morschett, 2011). Accordingly, Roy Choi could greatly reduce the production and marketing costs through standardizing the physical features of their product. However, some researchers are cautious with standardization, they argue that standardization is not necessarily the best strategy a company could take, especially for a small company like Roy Choi. Therefore, it is important that they adopt local cultures while looking for ways to uniquely gain access to these domestic…show more content…
For instance, when the company first entered the Indian market, the government had the initiative to develop the local economy, as a result, come up with a policy of everything had to have the “made in India” label, as it sorts to lower the overdependence on China. The government of India raised taxes for foreign commodities by double. To cope with these developing trends, Xiaomi opted to establish production facilities in India in line with the Indian market. At the entry point of the Indian market, Xiaomi took advantage of the e-commerce platform in a bid to reduce the physical inventory and distribution management. Moreover, Xiaomi increased its brand awareness and reputation through social media platform. For instance, through ‘WeChat’ app, the company could send information to customers faster. Simultaneously, Xiaomi maintains its customer base through the same ‘WeChat’ platform. Localization seems to be working well with Xiaomi in the Indian market and the company should expand this strategy to the rest of its international

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