Product Adaptation
Product adaptation refers to the process taken by companies to make changes to the existing products with an aim of meeting the changing consumer preferences in different markets. Product adaptation is performed to give the products new looks in various markets. Three examples of products that have undergone this process include Redbull, Barbie dolls, and Nokia (Kotabe 134).
Redbull has been modified to meet the needs of different customers in various regions where the product is sold. The product is given various branding image in different regions as shown in the photos below.
Redbull in North America Redbull in China
In both regions the symbols used for the products have different meaning thus the need for the company to adopt different packages. For instance, in North America, the red symbol is used to mean courage and action while in China it means good lack.
Barbie doll in Africa Barbie doll in Indi
The barbie dolls by Martel Company are adapted to accommodate different local cultures of the people of the world.
Nokia in Africa Nokia in Europe and America
Nokia has adapted its product in terms of affordability. For instance, the African Nokia model is very simple and cheap while the Europe and American Model is advanced and expensive.
Product Standardization
Product standardization refers to the process through which companies provide uniform products in various regions where they operate. It is an important exercise since it plays a great role in enhancing company’s efficiency in the cost of manufacturing and research and development as well. Some of the products that have been standardized in the world include computers, coke soda, and fruits like apples (Kotabe 123).
Coke soda image Computer Image
Apple fruits image
References
Kotabe, Masaaki. International Marketing. London: SAGE, 2006. Print.
