EBK MARKETING
10th Edition
ISBN: 9780135199992
Author: Stuart
Publisher: YUZU
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Chapter 2, Problem 10QA
Summary Introduction
To explain:The ways in which a firm can standardize or localize its marketing mix.
Introduction: Standardization of marketing refers to the ability to use the standard marketing globally. Standardization is the company’s capability to use the same marketing strategy to a number of countries at once. Localization refers to understanding local consumer preferences and specific requirements and using that information to adapting the marketing mx according to it.
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Adapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.
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