When a company wants to sell brands in more than one country it has choices in the way it managements the brand, either with a stand approach or it may customize the marketing for each market. This 14 page paper is a research proposal with the objective to identify which of these approaches is the most effective marketing strategy and of there is no clear winner how a company should determine which strategy to use. The proposal gives a strong background to the question and presents a clear methodology for primary research. The bibliography cites 11 sources.
Name of Research Paper File: TS14_TEproband.rtf
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1. Introduction Marketing is key to the success of any business. However, most businesses will have finite resources and limits on the amount they can spend on marketing,
Marketing also needs to show that it is working by creating greater net returns than the cost of undertaking the marketing. Even when target markets are identified and segmented it
is essential that the marketing message is communicated in an effective manner so it is heard and interpreted as the marketers desire. One area where this can and has
caused problem in the past is the international arena where brand images need to be managed. Roth (1995) looks at this and the way brands may be managed to
create the largest return. There are different approaches taken by different companies; standardisation and customisation or stages in between. There are arguments that either are better are both seen in
the literature, making it difficult for companies when developing a brand strategy to know which strategy to pursue. 2. The Issue For any
product being sold the global environment will present many challenges due to the diversity of culture and socioeconomic conditions and the variation in commercial paradigms already in place. The choice
will begin with a consideration of the way in which the brand will be propagated with the choice between a standardised strategy, or one that is customised to the local
markets. If a company chooses to use a standardised strategy there are many benefits, the economies of scale and a guarantee of
consistency are two of the principle attractions (Levitt, 1983). This will result in a single message being used to promote a brand, and the segments attracted will be the same
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