Download EKSPORT - IMPORT MANAGEMENT

EKSPORT - IMPORT
MANAGEMENT
Chapter 1
PRODUCT ASPECTS
by:
INDRA SANTOSA
2011
What is a Product?
• Multidimensional,
• Sum of all its features,
• Bundle of utility
Product Component Model
SUPPORT SERVICES
COMPONENT
PACKAGING
COMPONENT
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Repair and
maintenance
Trademark
Product platform
Installation
Brand name
Legal
Other related
services
Deliveries
Price
Quality
Warranty
Design features
Functional features
Instructions
Irwin/McGraw-Hill
CORE
COMPONENT
Package
Legal
Spare parts
Styling
Legal
Products for Consumers
• Two Approaches for International
Product Development
– Adaptation – The strategy of altering
products to meet the needs of local
markets
– Global Standardization – The
standardization of products across
markets & ultimately the standardization
of the marketing mix worldwide
To Standardize or Adapt
Product ?
THAT IS THE QUESTION
Standardization vs. Adaptation
In general, however, some type of mandatory
adaptation may have to be made or a voluntary
change (minor or major) may be beneficial.
EX: Product
Adaptation
+ Sony TV
Voltage, broadcast
standard
+ McDonald’s
Menu, decor of restaurant
+ Levi jeans
Size mix, fabric, cut
+ Coca-cola
Brand name (China),
package
Global Standardization vs. Local
Adaptation – “Continuum”
Globalization
“A little boy from Japan flies to the United States with his
parents, and on the way in from the airport they pass the
"miracle mile" most places have now. The little boy turns
to his parents and says, "Horeee! They have
McDonald's here in America too!"
Which Components of the Product
May Require Adaptation?
● Core Component
▶ Physical Product
▶ Design
*Positioning “Psychological”
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● Packaging Component
▶ Style
▶ Packaging
▶ Labeling
▶ Trademarks
● Support Services Component
▶ Repair
▶ Maintenance
▶ Instructions
Irwin/McGraw-Hill▶ Installation
▶ Features
▶ Brand Name
▶ Quality
▶ Price
▶ Warranties
▶ Deliveries
▶ Spare Parts
CASE:
How could this product
be adapted to (i.e.) U.S.?
• Product?
• Package?
• Support Services?
Questions & class discussion?
•
TERIMA KASIH
THANK YOU
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