Standardization and Customization for a Thesis

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They will tend to see the Brazilian company as a source of lower priced services, but the negotiation position needs to be such that the client will receive a high quality product, but at least for the average, market price. As a customized pricing methodology, the website design company could potentially offer integrated packages with different products and services that can include discounts on the number of emails provided, larger storage capacities, free consulting services etc.

With Apple Computers, the reasoning is perhaps entirely different. Given the company's international presence, volume of activity and established international presence, the preference should be for a standardized global approach, which should include a standardized presence in Brazil as well. Certainly, some voices may propose the idea according to which the approach should be customized to fit exactly the Brazilian market. This opinion does not stand in the case of Apple. For example, the brand is standardized throughout the entire world and the logo is also recognizable in any part of the globe as the bitten apple.

However, the difference between the two companies is that Apple Computers actually makes the market in which the product is commercialized and defines consumer trends as well. From this perspective, the company is a leader and it can afford (even more, it is strongly indicated) that it have a common, standardized marketing approach throughout the world.

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A small website design company from Brazil cannot afford to act in this manner, especially not on a foreign market like the U.S. one. In Brazil it can choose to mix the standardized with the customized approach, but on the U.S. market it will need to go entirely with a customized approach in order to be able to penetrate the market and remain competitive there.

The honest conclusion would be that a large company can afford a standardization policy in Brazil, but that other smaller ones, which are not market leaders, should necessarily adopt a mix of both standardization and customization, which would allow it to reduce some of the costs of customization, but also be very applied in terms of some of the other elements of the marketing mix. At the same time, a more complex market in terms of competition, product and market segmentation, such as the American market, will require a more customized approach......

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