Standardisation and Adaptation Within International Marketing Context

THE UNIVERSITY OF HULL

Integration of Standardisation and Adaptation Marketing Mix Strategy
Reference to Shiseido Company in UK and China
Being a Dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (General) in the University of Hull

by

Ai Jun Hou , BA (Honours)

(April 20, 2001)

Acknowledgement
This dissertation reflects the contribution and insights of many people. I shall take the opportunity to thank the following people who have played a significant role in stimulating my thinking and provided encouragement, support and co-operation for this work.
i. Mandy Brown - University of HULL My project supervisor, whose support, guidance and encouragement are greatly appreciated ii. Vrontis, D – Professor of Manchester Metropolitan University . For his time and guiding in the provision of “AdaptStand” theory and offering quite useful information and other literature’s works. iii. Takako Enomoto, Maria , Shiseido Consumer Center, Tokyo For her time and co-operation in the provision of insight information on both the company and the cosmetic industry in general

Finally, my greatest debt is to my sweet husband on his undivided support, encouragement and prayer all the way through till the end of the MBA programme. To all of you I say, thank you for your support and inspiration.

i

Abstract
Every multinational business is faced with a very important marketing decision: to standardise or to adapt its marketing mix? This case study outlines a theoretical exegesis of global standardisation and international adaptation, presents these two perspectives. The debate between these two concepts is explored and their respective benefits considered. Subsequently, the role of the marketing mix and strategy are examined in relation to the above approaches along with the consideration of the various factors, which suggest a particular marketing mix approach. Furthermore, this research presents

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