standardization and localization 营销标准化与本土化.ppt

Standardization strategy and localization strategy;; The top management of my company, a manufacturer and marketer of laptop computers, has decided to pursue international expansion opportunities in Eastern Europe. In order to achieve some economies of scale, my management is aiming for a strategy of minimum local adaptation.;Among the two strategy, which one will be more suitable?; Global standardization strategy focus on increasing profitability and profit growth by reaping the cost reductions that come economies of scale, learning effects, and location economies; that is, their strategic global is to pursue a low-cost strategy on a global scale.; Localization strategy focuses on increasing profitability by customizing the firm’s good or services so they provide a good match to tastes and preferences in different national markets .;Findings;Findings;Findings;Voltage ;List by the International monetary Fund;Between the first quarter of 2010 and the third quarter of 2011, consumer notebook sales in Russia grew from a staggering 241 percent. Russia will become the fourth-largest PC market in the world in 2012, according to IDC research director Stefania Lorenz. This means that for the first time more PCs will be sold in Russia than in Germany, Europes decades-long epicenter of PC demand. ;Conclusion ;Conclusion ;Source ;Thanks !