m2

1. To what extent must the
company adopt its
products and marketing
program to foreign
country?

2. Because of cultural difference ,most produces require
at least some adaption.
e.g. Coca-cola is sweeter or less corbonated in
certain countries.

3. Rather than assuming it can introduce its domestic
product ‘as is’ in another country, the company
should review the following elements and determine
which add more revenue than cost if adapted-
Product features Brand name
Labeling Packaging
Colors Advertising execution
Materials Prices
Sales Advertising themes
Advertising media

4. Advice to global marketers-
“Think Global,
Act Local”

5. Product adaptation
strategies
According to Warren Keegan-
Product
1.Straight
extension
2.Product
adaptation
5.Product
invention
3.Communicati
on adaptation
4.Dual
adaptation
Do not change
communications
Adapt
communications
Do not change
Product Adapt Product
Develop new
Product
Communications
Five International Product and
Communication Strategies

6. Straight adaptation introduces the
product in the foreign market without
any change.

7. Product adaptation-
Regional version
Country version
City version
Retailer version

8. Product invention creates something new.
Backward Invention
Forward Invention

9. Brand Element Adaptation
Global Adaptation