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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 12-6 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” 12-7 ● 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 12