Implementation and Standardization Strategies Paper

1783 Words Dec 20th, 2010 8 Pages
Implementation and Standardization Strategies Paper
Tracee Ward
MKT/562 – Advanced International Marketing
October 11, 2010
Jeffery Buck

Implementation and Standardization Strategies Paper
Valspar’s is planning to launch a new paint in its product line. The paint will change color based on the temperature. Once the paint is exposed to cold or heat the color will change which has lead to the product name Chameleon. “Since 1806, Valspar has been dedicated to bringing customers the latest innovations, the finest quality, and the best customer service in the coatings industry (About Valpsar.Com, para 1)”. Therefore Valspar has a long history with developing implementations and standardization strategies. According to Heil “a
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Difficulties Encountered trying to research and understand local buyers
Marketing research before entering into the global market is good decision for companies. However, some companies will overlook and flat out ignore this process which will lead to missed benefits of marketing research such helping the company communicate better, assist in identifying opportunities, minimizing risk and creating benchmarks to assist in the measure progress. Johansson states that “As in purely domestic marketing, to better understand the local customer requires marketing research” (Johansson, pg215). Not all marketing research is successful when trying to understand the local buyers. Companies encounter various difficulties when conducting market research on local buyers in the global market. For example focus groups are a great form of market research however the problem with focus groups in the foreign market as stated by Johansson “they can also constitute an unrepresentative sample because typical screening criteria are incorrect in the new environment or are not implemented correctly and moderators—and the research firms—are usually specialized in certain products and customers, and may be less than ideal for other consumer groups” (Johansson, pg 217). There is also explanatory marketing research. This is when the marketing research provides and attitude and preference of the buyer on a certain product. The goal of this research is to identify if the if price