Marketing Mix Standardization and Adaptation Activity: Case Study

Abstract

Despite the growing importance of international marketing for companies to survive and continue to grow and increase profitability in a rapidly changing environment, researchers are more concerned with issues of domestic knowledge than international marketing. However; several factors (ie economies of scale, competitive strikes, government incentives etc...) lead companies to international markets. In this context, all marketing activities at the domestic level are transformed into international ones. Thus, the concept of the marketing mix has become one of the main focus areas in international marketing research, practice and thought. In this study, we examine the activities of the international marketing mix by conducting a holistic descriptive case study. We found three main findings. First, the price and place elements of the marketing mix are the most customized elements. Second, when product concepts, colors and packaging in the product mix are adjusted, labels and brand names are standardized. Third, the promotion element of the marketing mix is ​​the most standard element.

Keywords: International marketing mix, Adaptation, Standardization, Case studies