Standardization of international marketing strategy by firms from a developing country Standardization of marketing strategy 107 Shaoming Zou University of Missouri‚ Columbia‚ Missouri‚ USA David M. Andrus and D. Wayne Norvell Kansas State University‚ Manhattan‚ Kansas‚ USA A major debate in the international marketing literature deals with the globalization of markets and the extent to which a company’s international marketing strategy can be standardized (Buzzell‚ 1968; Cavusgil
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Executive summary Starbucks‚ the world leader coffee store came to realize that they were not properly using the data‚ which they had been collecting over the past years. After carefully reviewing it they came to the conclusion that even though they were growing at a very good pace and generating a lot of revenues‚ their customer satisfaction was not what they expected. Starbucks had their customers divided into three types: unsatisfied (42%)‚ satisfied (37%) and very satisfied
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Business School Case Author(s): Youngme Moon‚ John A. Quelch Description: Starbucks‚ the dominant specialty-coffee brand in North America‚ must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction‚ the company is debating a plan that would increase the amount of labor in the stores and theoretically increase speed-of-service. However‚ the impact of the plan (which would cost $40 million annually) on
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Standardization vs. Localization: A Disney Case Study Multi-national organizations are becoming more prevalent in the global economy. The expansion into new countries requires companies to examine policies and products more closely. Standardization and localization are the options available to corporate decision makers when deciding whether products will be consistent across geographic borders or will vary based on the culture in local regions. Many levels of standardization and localization
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Authors: Ingrid Bernier and Elise Meyer Supervisor: Jean-Charles Languilaire Level: Bachelor Thesis in Business Administration‚ Marketing Key words: Culture‚ international marketing‚ marketing strategies‚ standardization and adaptation Purpose: Compare two strategies‚ standardization and adaptation‚ to show how companies manage cultural differences. Method: Our research method is a descriptive one. Then‚ we collect data from secondary sources such as the books‚ articles‚ journals and studies
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Standardization is the process by which a company makes it methods‚ especially its production processes‚ uniform throughout its organization. Standardization helps cut costs by eliminating duplicated effort and allows a company to take advantage of economies of scale when purchasing supplies. However‚ some advantages may be lost when a company decided to standardize its operations. Disadvantages Loss of Uniqueness If a company builds up a customer base that values its unique niche products‚ or
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performance for discussion of the service delivery process of the Starbucks coffee shop. Secondly‚ this easy will evaluate some important fators about service performance and service quality of the Starbucks. 2.0 Discussion I am a member of group fighters. Our group has chose Starbucks coffee to evaluate the process and manner of its service delivery. We went to the Starbucks coffee shop where is in the Swanston
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Running head: STARBUCKS CASE ANALYSIS Starbucks Case Analysis: Delivering Customer Service Abstract Headquarted in Seattle‚ Washington‚ Starbucks is the dominant brand as the provider of premium coffee beans‚ coffee-based beverages‚ and non-caffeinated beverages. Starbucks opened its first location in 1971 at Pike Place Market in Seattle. Starbucks’ main proposition is to create an “experience” around the event of drinking coffee that its consumers would incorporate into the routines of
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Nowadays most of the industries are normally using standardization and customization for their business. The standardization can be defined as formulation‚ publication‚ implementation of guidelines‚ and rules for common and repeated use. It uniform the methods‚ technical‚ skills‚ processes and criteria to let the process of a work become easier and faster. However‚ customization is different compare with standardization. The definition of customization is process the work according the needs of an
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CHAPTER I The Problem and the Review of Related Literature A coffeehouse‚ coffee shop or café (French/Spanish/ Portuguese: café; Italian: café) shares some of the characteristics of a bar and some of the characteristics of a restaurant‚ but it is different from a cafeteria. As the name suggests‚ coffeehouses focus on providing coffee and tea as well as light snacks. Food choices range from pastries and muffins to soups and sandwiches. From a cultural standpoint‚ coffeehouses largely serve
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