Mc | Biology homework help
2. International Consumer Behaviour,examine and explain how the social and
cultural factors of your target internationalisation country could influence consumer behaviour towards your product or service. This is followed by an overall evaluation of the strategic implications this may have on the internationalisation process, in relation to the opportunities of standardising or adapting the international marketing of the organisation. Note: It is imperative that you also consider the elements raised in the CW1.
- Based on the point raised in CW1, analyse the international consumer behaviour that you
expect in the foreign country of choice. The principles of standardisation v adaptation require consideration.
- It is important to clearly define the direct benefits of standardisation for firms, such as
economies of scale and efficiencies from the learning curve effect, but also to consider the indirect benefits that come from consumer perceptions of the consistency of company image of the firm and the effect of this on the perceived brand value.
- Factors discovered in CW1 and how it affects consumer behaviour (Use 1 of the 3 models)
- What are the direct and indirect benefits of standardization and adaptation.
- What barriers are there for your product/brand to fully standardize? Use market factors (From
CW1) in relation to the marketing mix.
- Are there competitive forces that will influence the adaptation and standardization decision. Standardisation v Adaptation – pros & cons
- Use Maslow or Solomon consumer behaviour dynamics