PRODUCT STRATEGIES IN CULTURALLY DISTANT MARKETS

The aim of the thesis is to identify the different marketing strategies of a company across different markets. The focus is about the product strategies: standardization or adaptation? Product is anything that offer the market: goods, services or ideas. The most important decision of a company is deciding which products produce in a specific market. Many products sell better in some markets than in others because of culture or wealth. So, a company could decide to adapt the product to better fit the culture or to sell a standardized product to reach the mass market. It is important to consider the different strategies adopted because each market has different characteristics and the role of culture can help to better understand which product needs a particular country. So, it is interesting to understand why a company chooses a strategy rather than another. Does it depend on the role of culture, physical characteristics, values and behaviors of consumers or competition and the desire to reach more people?