Adaptation Examples by Professor S. Mathur (smathur.com)

Views:
 
Category: Education
     
 

Presentation Description

No description available.

Comments

Presentation Transcript

PowerPoint Presentation:

9 EXAMPLES OF FIRMS IMPLEMENTING GLOBAL STRATEGY BY ADAPTATION Sameer Mathur, Ph.D.

PowerPoint Presentation:

Agenda

PowerPoint Presentation:

Sameer Mathur smathur.com Asst. Professor (Marketing) 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009

PowerPoint Presentation:

RedBull Product Repackaging for the Chinese

PowerPoint Presentation:

North American Redbull

PowerPoint Presentation:

Chinese Redbull

PowerPoint Presentation:

Companies add value by adapting packaging based on consumer preferences. North American Red Bull Red is a symbol of action and courage Silver is a symbol of maturity Blue is a symbol of youth spirituality and peace Packaging

PowerPoint Presentation:

Chinese Red Bull Red is a symbol of good luck Gold is a symbol of wealth and happiness Packaging Continued

PowerPoint Presentation:

Nokia Economic Adaptation For Emerging Markets

PowerPoint Presentation:

Africa North American & Europe Basic and affordable Advanced and expensive Economic Adaptation Lever: Variation

PowerPoint Presentation:

Barbie – Dolls of the World Cultural Adaptation

PowerPoint Presentation:

Created by Mattel in 1959 Barbie was a success in the USA Barbie

PowerPoint Presentation:

Barbie was a fashion icon Stereotypical feminine in the post war period Luxury designs for Barbie were created Barbie

PowerPoint Presentation:

Mattel has altered the doll to fit local cultures: African market – introducing a black Barbie. India – traditional clothing (sari). Cultural Preferences

PowerPoint Presentation:

There is little homogenisation Of all the countries, only a few have their “own” Barbie Ex. China, India, Mexico, Holland, and Argentina Focus

PowerPoint Presentation:

Levi Strauss Adapts to China Introduces a New Brand - Denizen

PowerPoint Presentation:

Design: To reduce the cost of variation. Levi’s Target Market : Price-sensitive and active youth. How: Levi’s created a similar product, however, made it more affordable to appeal to. c reativeroots.org Adaptation Strategy: Design

PowerPoint Presentation:

Holland and Barrett Failure to Adapt in China

PowerPoint Presentation:

UK based health food retailer 80 years experience in health retail industry Over 1,000 high quality, vitamins, minerals and other nutritional supplements Holland & Barrett attempt to penetrate the Chinese market Holland and Barrett: Intro

PowerPoint Presentation:

Challenge Repositioning - H&B did not adjust to local costs and prices necessary given the large economic distance between China and UK. Adaptation: Variation

PowerPoint Presentation:

Success Segment Focus - H&B targeted a limited customer base in China that would appeal to their products. H&B targeted Shanghai, the region with the highest minimum wage and the most westernization. Challenge Segment Focus - Not a widely known brand name in the global market, therefore, it was not successful in grasping the niche cliental it was hoping for. Adaptation: Focus

PowerPoint Presentation:

Challenge Franchise - H&B lost control by franchising – should have had directly operated stores Franchisee incurs high fixed costs therefore high prices – increasing economic distance Adaptation: Externalization

PowerPoint Presentation:

Challenge Partitioning - H&B needed to partition more to meet the needs of the Chinese H&B should have introduced more variety in their products to reduce cultural distance Adaptation: Design

PowerPoint Presentation:

Challenge Localization – H&B did not focus on innovation in their target geographic region. H&B could have created smaller portions to meet the needs of price sensitive consumers in order to decrease economic distance. Adaptation: Innovation

PowerPoint Presentation:

P&G Adapt Gillette Razors For the Indian Consumer

PowerPoint Presentation:

Go to the source Understand the wants, needs, and desires of the target consumer. For example: shaving experience is markedly different for people in rural areas who shaved using little or no water while balancing a hand-held mirror in one hand. Gillette’s Approach in India

PowerPoint Presentation:

Gillette’s Approach in India Delight, don’t dilute Rather the lowering performance, the customer was kept at the center of the process offering a distinct service. P&G included features like easy-rinsing, given the paucity of water in target markets, or unique grips given the ways consumers tended to hold razors.

PowerPoint Presentation:

Gillette’s Approach in India Match the model to the market Succeeding in India requires new manufacturing, distribution and promotion approaches.

PowerPoint Presentation:

1) Outsource manufacturing to local factories and use local resources. 2) Create local relationship with Indian consumers through local shops called Kiranas (pictured right) Externalization

PowerPoint Presentation:

1) Simplicity: 80% less parts than Gillette Fusion sold in developed markets. 2) Designed a whole new razor with adjusted form (weight, # of blades, grip, etc.) to accommodate Indian culture and standards. Design and Variation

PowerPoint Presentation:

1) Reverse Innovation to penetrate price sensitive Indian market. 2) Simple cheap “good enough” razor. 3) 5 rupees - 10 cent blade 15 rupees - 30 cent razor Reverse Innovation

PowerPoint Presentation:

Reebok Adapting the Product-Line Across Markets

PowerPoint Presentation:

Sports brand specialized in shoes Subsidiary of Adidas Present in many emerging countries Introduction

PowerPoint Presentation:

Different product lines adapted to each country’s market where Reebok operates . Product variation depending on trends, climate and lifestyle . High cost of adaptation. Variation  Products

PowerPoint Presentation:

Chinese vs. Russian website homepages Chinese version Russian version Variation  Products

PowerPoint Presentation:

Ford Motor Company Product and Design-based Adaptation

PowerPoint Presentation:

Vehicle models and designs are targeted to varying needs of global customers Example: Smaller cars offered in European market Lever: Variation

PowerPoint Presentation:

New EcoBoost engine design Reduces emissions and improves fuel economy of vehicles Provides customers with a shorter ROI timeframe than hybrid vehicles Can be implemented in a wide variety of car models with various engine types Lever: Design

PowerPoint Presentation:

McDonald’s Modifying the Burger Around the World

PowerPoint Presentation:

McRice Burger (Southeast Asia) McLaks Burger (Norway) Black & White Burgers (China) India New-Zealand McDonald’s Expertise in Variation

PowerPoint Presentation:

Summary

PowerPoint Presentation:

Over 500,000 views from more than 95 countries http://www.slideshare.net/ProfessorMathur/ Sameer Mathur smathur.com http://www.facebook.com/ProfessorSameerMathur/

PowerPoint Presentation:

Recommended Reading

authorStream Live Help