An example of a product that has effectively utilized the strategy of adaptation is Nokia. Nokia being aware that different emerging markets hold a greater potential for their expansion strategy have taken to the production of affordable handsets having specialized adaptations and features for the local clients. For instance, Nokia mainly tailored the Nokia 1100 and 1600 for the African market because most of their consumers were first timers. As a result, the devices were user-friendly and even had an option for the Kiswahili language that prevalent in Africa. Through this strategy, Nokia is taking advantage of the expanding economies especially in the Middle-East, as well as, Africa. (International Marketing Mix)
With this strategy, it is vivid that the design, as well as, the use of the handset is different in diverse markets. As mentioned, the market in Africa is less developed and as a result, the production and sale of the devices take account measures such as affordability and the friendliness to the user. This is in contrast to other developed regions such as in the European countries where massive advancements in technology have been made. Here, the phones are comparatively sophisticated and have other critical features such as Google maps that can be used in the location of direction. This together with other key features is meant to act as compensation for the great strides that have made in terms of development.
A good comparison of national markets would be the United States and the Indian market. In the United States, there was a great maturity of the market that needed more sophisticated gadgets and as a result, Nokia was not able to keep with the pace. In contrast, Nokia commands the largest market share of India because of tailoring its devices to the requirements of the consumers. The primary factor that has encouraged the product adaptation associated with Nokia is the expansion of different economies in the world. With this, Nokia also serves to widen its market share. However, it can only do this if its devices meet the local needs of the consumers.
(International Marketing Mix)
The first picture of Nokia which is basic and also affordable represents the ones being used in less developed economies e.g. Africa. The second, on the other hand, are sophisticated and expensive and are used in established economies such as in North America and Europe.
Work Cited
International Marketing Mix. Nokia and Economic Adaptation. 2014. Web. 22 Apr. 2016.
