Mid Module Assignment

What is the relevance of the customisation-standardisation debate in international marketing strategy and how might this influence the market entry strategy adopted by a firm seeking to enter overseas markets?

Use relevant and recent examples to illustrate your report.

Your response should be in the form of a written report of between 1500 - 2000 words.

Name: Jamie Allen

Module: International Marketing Strategy

Tutor: Paul Matthews

Submission Date: 29th April 2013

Confidentiality: I have read, understand and adhere to the KOL Confidentiality Policy. Click here to access the KOL Confidentiality Policy.

Academic Integrity Statement: I have read and understood the Academic Integrity guidelines for Kaplan Open Learning and the University Of Essex, and declare that this assignment conforms to all of the rules and regulations contained therein.

Please note: the guidelines can be found in the Student Handbook (see section 6.4).

Assignment Checklist

Please make sure you have completed the below points before submitting your assignment:

• Spelling and grammar check • Referencing completed • Word count fulfilled • Proof read completed • All parts of the question answered

Introduction

The purpose of this report is to discuss the relevance of customisation and standardisation within international marketing, and how that will have a bearing upon a market entry strategy by a firm who wishes to enter a foreign market. Firstly the definition of the customisation-standardisation debate within international marketing shall be explored. Secondly, a literature analysis of customisation shall be performed. Thirdly, a firm analysis of recent market entries that used customisation shall be carried out; including the main influences this has had on the market strategy adopted by a firm