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    Impact of standardization and adaptation strategies while entering new international markets case studies of Mcdonald’s and Ikea
    (Işık Ünivresitesi, 2022-10-08) Gharmaoui, Sanaa; Tuncay Çelikel, Aslı; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin İşletme Yönetimi (İngilizce) Yüksek Lisans Programı
    Globalization has emerged and developed significantly since the early 1980s, that’s when the debates evolving around companies’ searching for developing and applying suitable strategies to tap into different international markets. As an example, standardization of certain products and services in all market locations, is one way a strategic goal of some companies, on the controversy some companies may go for adaptation strategies in various markets to be able to satisfy tastes, likes, preferences and habits of the consumers. Any business that wishes to expand its operations and go international, is entitled to choose between changing its marketing mix and strategies to adapt to the new market properties and customer segments and keeping its original marketing strategies without changing them. This thesis aims to look into the standardization and adaptation of marketing mix activities by conducting descriptive case studies in the international firm context by using primary and secondary data. Two international firms coming from different industries are set under investigation, McDonald’s, and IKEA. There are some distinctions between two cases as first company being a franchising organization and the other one is a multinational company. The results show that adopting either of the strategies depends on many factors, such as the type of industry, difference in cultures, characteristics of the penetrated market, and their previous experiences in other markets with similar situations and cases. This research showed that the difference in cultures is a basic component to be taken into consideration when making the decision of going international and implement certain strategies. Companies choose either standardization or adaptation strategies, or even both of them in a specific market based on the characteristics of this market. In the discussed cases here, some markets did not require using the adaptation strategy, since the culture and the customers in these markets were similar to the already followed marketing strategies, such as IKEA in the UK. However, the same company couldn’t succeed in using only the standardization strategy in another market that is completely different than the UK market which is the Chinese market. IKEA was smart enough to change its strategies and switched to the adaptation strategy which revealed a huge success later on. On the contrary, McDonald’s which is coming from an industry that is widely distinct from that of IKEA’s, proved that the food industry cannot succeed in multinational dimensions without using the adaptation strategy. Going back to the main point, the culture as mentioned is the most important factor to be considered, and food is indeed a big part of any country’s culture. However, at the same time, McDonald’s uses a bit of the standardization strategy in markets that are relatively similar with small modifications to fully adapt to the place where it’s operating.