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Strategies:
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1. Global standardization strategy: ref: indeed and phrase.com

Global standardization is a marketing approach that uses standard marketing

strategies to promote products internationally. Companies and businesses
that sell their products and services to international audiences adopt global
standardization. They must set guidelines that are generally acceptable with
how their firms operate across various countries and cultures. The product or
services should exhibit a high level of consistency and create the same appeal
globally to drive steady sales. Most companies that adopt global
standardization use standard methods to brand, package and distribute their
products.

Companies: 1) Apple Inc. is an exemplary case of a company that has

successfully employed a global standardization strategy. The tech giant offers
a consistent product line across the world, ranging from iPhones to
MacBooks.
This approach not only streamlines manufacturing but also simplifies
marketing efforts. Apple focuses on high-quality, user-friendly design and
innovation, elements that are universally appreciated, thus reducing the need
for localized products.

However, it’s worth noting that Apple does make subtle adaptations for local
markets where necessary, such as complying with local laws or offering
region-specific payment methods, without compromising the core aspects of
its products or brand.

2) Coca-Cola is another example of a brand that has skillfully leveraged global

standardization to build a ubiquitous presence. The company’s core product,
Coca-Cola soda, remains largely the same regardless of where it is sold,
which has helped build a universally recognized brand.
Coca-Cola also employs a level of localization by offering variations in flavor
or formulation to suit specific market preferences, such as kosher versions for
Jewish communities or specific flavors in certain markets, however.

The standardization strategy, in this case, extends beyond the product to

advertising and brand messaging, creating a cohesive brand image
worldwide.

3) IKEA, the Swedish home furnishings retailer, has adopted a unique blend of
standardization and localization. While the company offers a largely consistent
product range across different markets, its global standardization strategy is
most evident in its business operations.
IKEA uses a standardized supply chain, sourcing its materials globally to
maintain quality while achieving economies of scale. The store layouts, too,
are almost universally similar, providing a consistent customer experience.

However, IKEA is mindful of local tastes and adjusts its product offerings or
store setups to accommodate cultural differences, such as varying bed sizes
or kitchen setups in different markets.

2. Transitional strategy . ref: phrase

Companies applying a transnational strategy partially adapt to local

preferences while also seeking greater efficiency and lower costs—
combining elements of both a global and multidomestic strategy. As a
result, transnational companies are highly responsive to local needs
 and use standardization across their operations to achieve economies
of scale

Companies:
1) The KFC fast food brand realises significant supply chain savings
—but KFC restaurants serve local menus that provide a high
degree of responsiveness to customer preferences. Although
best known for fried chicken and Southern US-style sides such as
mashed potatoes, corn, and french fries, KFC locations around
the world can serve recipes that cater to local tastes. For
example, customers in Thailand can order green curry chicken at
KFC, and in Indonesia, you can get a bento box meal.
2) In order to provide local markets with customized goods, the
consumer products company Unilever uses independent, self-
sufficient subsidiaries and localized production around the world.
Local companies, of which there are around 500 different units,
are able to guide their own strategy to a great extent and manage
their operations with local needs in mind.

Although cost is also important at Unilever, consumer products

such as Lipton Tea should be high quality and accessible, driving
purchasing and brand engagement from customers.

3) By working locally to improve responsiveness and using local

offices to serve niche markets overseas, Google demonstrates a
transnational strategy. Google is also known for heavily
prioritizing efficiency. Emerging markets get their own emphasis
and focus from the company, making it easier for customers to
get the quality they need.

3. International strategy: ref: phrase

Companies that have business operations in more than one market, also
known as multinational corporations (MNCs), adopt a long-term plan to outline
the steps and procedures they need for accomplishing their goals in the global
marketplace.

The plan that is supposed to guide the operations of your company in foreign
markets will depend on many different factors, such as your resources, the
industry you operate in, the specificities of the markets you target, etc.
According to Prahalad and Doz, the tensions that MNCs face can be global
and local.

1) The Starbucks story started with one store in Seattle in 1971, where the
headquarters is still located. Today, there are 32K Starbucks coffee
 houses in 80 countries. The company’s success lies in a unified product
offering and standardized store decoration across markets—making
their coffees appreciated and their logo with the siren easily
recognizable all over the world.
2) For at least a century, all Rolex watches have been made in
Switzerland: Each item has “Swiss made” printed at the bottom,
regardless of the market you buy it in, linking the brand with
Switzerland’s reputation for watch excellence. Moreover, all key
activities, including research and development, design, and sales, are
centralized in their headquarters in Geneva.
3) In 2021, the German sports car manufacturer delivered more than 300K
vehicles worldwide. Every single one was assembled in Germany,
making Porsche a great international strategy example. What’s more
intriguing, all key activities, such as research and development, and
after-sales, are managed from different locations in their home country.

4. Localization strategy: ref: smartling

A localization strategy is your company’s market approach to translating

content to connect with a new audience in a voice that feels local and familiar
to that region.

With a localization strategy, your business will determine and define both the
markets to enter and the overall goal for content in those markets

Companies:
1) Netflix is a subscription streaming service that revolutionized traditional
broadcast television. With more than 220 million paying users, Netflix is
today the world's largest video streaming service.

A big reason for Netflix's rapid growth and global success is its
localization strategy. Netflix stays relevant to a global audience by
offering its viewers tailored content based on geolocation. Viewers in
the US will thus see different content than viewers in Spain.

Adapting content to a specific culture will help align yourself with the
audience. Therefore Netflix went into localization all in. Based on
 cultural preferences, the platform will suggest everything from original
series to movies. Netflix analyzes cultural influences, interests, and
entertainment trends to improve the user experience in every market.

2) Launched in 2008, Spotify is one of the largest music streaming service

providers, with over 433 monthly active users. The streaming service is
available in 180+ countries across the whole world.

Spotify has a unique approach to entering new markets - image localization. In

their words, the goal is to ensure that Spotify looks just right, no matter where
it appears. They do this by asking themselves the following questions:

● Who are their listeners?

● Where are they?
● How do they see the world?

Localized images help users better relate to the content and feel connected to
the app.

Next, they spend a lot of time adapting content for specific audiences to help
them find the preferable music. Spotify is famous for its playlists. Those
playlists may share a theme in many markets, yet the playlists are different.
The playlist "Songs to sing in a car" in Norway may contain different songs
than in other countries.

3)Airbnb is another prominent example of an effective localization

strategy that's enabled rapid global expansion. The platform connects
hosts and travelers from all corners of the globe, and has made
localization a cornerstone of its strategy, paving the way for its success
in over 220 countries and regions.
One standout aspect of Airbnb's localization strategy is the adaptation of its
website and user experience. The company recognizes that localization goes
beyond translation, and works hard to create a native-like experience for all
users by adjusting currencies, measurement units, and even date formats to
align with local norms. All of these seemingly minor details are precisely what
help users feel at home when navigating the site.