International Marketing Tactics Has Long Time

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Introduction 1. Literature Review The literature on international marketing tactics debates two significant points of view. Some researchers support the international standardization approach argue same marketing strategy, and international markets should use a standardisation marketing mix for reduce total costs and promote a global enterprise image. The companies should use a single entity selling the same items everywhere in the same way (Levitt,1983). On the other hand, some researchers support the marketing adaptation to fit the unique dimensions of each local market. Jeannet (2003) states that the trend towards of international needs should not use standardized international in marketing activities. Because international marketing…show more content…
These led local consumers have different demand for goods. Until today, international marketers have been challenging whether to “standardise” or “adapt” their marketing strategies (Rosenbloom, B., T, Larsen & S. Metha , 1997). Evidently, the debate on adaptation and standardisation is a huge one. Prahald et al (1986) and Douglas et al (1987) argue that the international marketers should have to find the balance point between standardisation and adaptation.They believe that the decision on standardisation or adaptation is not a dichotomous one between complete standardisation and adaptation. Recently years,Quelch &Hoff (1986), Akaah (1991) Wang (1996) and Vrontis ( 1999) have a certain consensus has emerged which acknowledge that Standardisation and Adaptation is co-existing. 2 Standardisation and adaptation marketing strategy of Shiseido in China and UK. Shiseido based in Tokyo. The company specialise in cosmetics and toiletries while also producing pharmaceuticals, foodstuffs, fine chemicals and fashion goods for the Japanese market. Shiseido has seven different product line and 15 main brand names. Different brand serves different level of market (Marketline,2015). Shiseido is the ninth-ranked beauty and personal care (BPC) seller on the world except Latin America (Passport,2015). In December 2014, the company announced the launch of Vision 2020, a significant strategic overhaul achieve group sales to ¥1 trillion (US$8.1 billion) by 2020 - reported
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