Att anpassa eller inte anpassa - det är frågan! En fallstudie på hur externa faktorer påverkar anpassningsgraden av ett globalt företags marknadsstrategi. Four P's style!
The globalization of today?s society has enabled consumers to acquire products and services from all over the world. Global organizations have the entire world as a playfield and offer products and services across markets. Regardless perception and transparency of the global market, consumers are still individuals. Consumers may have different perceptions and ideas about products, their functions and usage. Our research examine how global companies effec-tively reach their customers across markets. We investigate which external elements affect the level of strategy adaptation, concerning a deal, defined as the 4 P?s; product, price, place and promotion. Moreover, our findings demonstrate how the level of adaptation for each P varies. Main focus of our research is FMCG industry; laundry detergents. Empirical findings indicates that product, price, place and promotion are to a high extent affected by external market factors; competition and various market barriers, equally to the consumer behaviour; traditions, norms, languages and usage. Furthermore, these factors are key challenges for global organizations in their attempts to adopt strategies around the world?s different markets. Our thesis clarifies and illuminates these externals factors, in order to give the reader a better understanding of the topic.