Localization
Localization is the process of adapting a product or content to meet the specific needs of a particular local market or culture. The main purpose of localization is to make the product look and feel as if it was specifically designed for the local market. Before, localization was synonymous with translation; however, today localization entails other elements. The localization process may include the customization of numeric data and time formats such as telephone numbers, dates and addresses; the conversion to local requirements such as the currency and units of measurement; the alteration of the content to suit the tastes and consumption habits of the target market; the modification of the design and layout so the translated text may be appropriately shown and the knowledge of the local regulations and legal requirements.
There are several companies which are very successful because they have almost perfected the strategy of localization. The phrase “think globally, act locally” is the general guideline that these companies have adapted and eventually have made them profitable. These firms realize that the only way that they can survive in this era of globalization is to localize their products.
One extremely successful company which has gone global and has mastered the art of localization is McDonald’s. In the U.S. alone, it offers regional menus in three U.S. markets. The famous McDonald’s burger has seen several facelifts to adapt to the regions that they serve. In Japan, the fastfood chain serves Koroke Burger, which consists of mashed potato, cabbage, and katsu sauce, while in Hong Kong the burger is served between rice cakes and not in sesame seed buns . In India, McDonald’s would not have been profitable if it stuck to its original menu. Since it is against the religious customs of India to eat beef, McDonald’s had to develop burger patties which are either made with chicken or vegetables. In Malaysia, McDonald’s went to the extreme by offering Bubur Ayam, a Malaysian-style porridge topped with spring onions, chicken strips, ginger, fried shallots and chillies. Another localization move of McDonald’s is when it introduced the Rice McWrap in China, which is either a beef burger or crispy chicken burger wrapped in flour tortilla.
Another successful company in localization is Starbucks. Currently, Starbucks has 21,000 stores in over 65 countries. In China, not only did Starbucks introduce green tea lattes and red bean scones; it also went a step further by innovating their store designs to adapt to the local culture. Unlike the kiosk-sized stores in the U.S., Starbucks had to make their Chinese stores bigger since it is a culture in China to drink tea or coffee with friends and business partners. On the other hand, in Japan, Starbucks had to use local breads to downsize their sandwiches and reduce the sweetness to adapt to the Japanese tastes.
It is not easy to succeed in the international market. Going global means that a company should be willing to change its strategies and product offerings. It is necessary that the firm learn to localize its products, that is, it has to “pay attention to the culture and local customs of their customers.”. Localization is key to globalization.
References
Flanagan, J. (2014, August 21). How Starbucks adapts to local tastes when going abroad. Retrieved from Real Business: http://realbusiness.co.uk/article/27492-how-starbucks-adapts-to-local-tastes-when-going-abroad
Globalization and Localization Association. (2016). What is localization? Retrieved from Globalization and Localization Association: https://www.gala-global.org/language-industry/intro-language-industry/what-localization
Ishida, R., W3C, Miller, S. K., & Boeing. (2015, April 9). Localization vs. internationalization. Retrieved from W3C Internationalization: https://www.w3.org/International/questions/qa-i18n
Kelly, N. (2012, October 8). McDonald’s’ local strategy, from El McPollo to Le McWrap Chèvre. Retrieved from Harvard Business Review: https://hbr.org/2012/10/mcdonalds-local-strategy-from
Modha, S. (2016). 30 Crazy meals from McDonald’s menus around the world. Retrieved from Food Network: http://www.foodnetwork.co.uk/article/crazy-meals-mcdonalds-menus-around-world.html#slide-2
Starbucks Corporation. (2016). Starbucks Coffee International. Retrieved from Starbucks Corporation: http://www.starbucks.com/business/international-stores
WTB Language Group, Inc. . (2011). Going global: How to succeed in international markets. Retrieved from wintranslation.com: http://www.wintranslation.com/wp-content/uploads/Going_Global_white_paper.pdf
