In the light of the above statement, you are required to submit a position paper on the case ‘for and against’ standardisation and adaptation. Your report should include examples of adaptation and...

In the light of the above statement, you are required to submit a position paper on the case ‘for and against’ standardisation and adaptation.

Your report should include examples of adaptation and standardisation. It should also, as far as possible, include discussions of relevant international marketing concepts


OPEN UNIVERSITY of MAURITIUS Module Name: International Marketing Lecturer’s Name: Dr Jayraj ROODURMUN INSTRUCTIONS TO STUDENTS- READ PROPERLY THE MODE OF SUBMISSION The marks for this assignment would account for 30% of the total assessment marks for this course Submission date: 01st June 2022 Midnight. Please note that for any assignment submitted after the deadline, marks will be deducted as per assignment submission procedure document. Word limit: 2,500 words or a maximum of 10 pages Format: Please follow the guidelines in the document “Guide to writing assignments” available on your OUlearn platform. (Harvard referencing style to be used and bibliography to be included). Font: times new roman 12 with 1.5 line spacing and justified paragraphs. POINTS TO REMEMBER WHEN SUBMITTING YOUR ASSIGNMENT · You are advised to refer to relevant parts of the General rules and regulations document which is available on OU website. You should pay special attention to the regulations on plagiarism which is heavily penalised. Plagiarism will be heavily penalised and may result to non-award of marks. Group work is not allowed. Please include a bibliography at the end of your document. You should use the Turnitin software to check the similarity index of your assignment and assignment will not be accepted if the similarity index is beyond 20%. · Assignment should include assignment forms (available on your E-learn platform). · You are required to conform to Harvard referencing style. Mode of submission: A soft copy including the assignment form should be sent to [email protected] and copy to [email protected]. “…Successful products in the national market often fail in international markets, as products developed for more than one international market often fail at least in some of those. Thus, the still increasing globalisation of economies stresses the relevance of an appropriate international marketing strategy (Tan and Sousa, 2013; Bradley, 2005). In the field of international marketing strategies, a still very pressing question is whether to standardise or adapt marketing strategies to foreign market characteristics (Lages and Montgomery, 2004), typically through the four Ps of the marketing mix. This means that, for example, the product can be adapted to the specific customer needs of a market – or it can be globally standardised…” Assignments question(s): In the light of the above statement, you are required to submit a position paper on the case ‘for and against’ standardisation and adaptation. Your report should include examples of adaptation and standardisation. It should also, as far as possible, include discussions of relevant international marketing concepts introduced to you during formal lectures as well as those within your course manual. 1