Question

what is more important when you decide to export

1) to have a standard product for all the markets

2)adapt it.

Reinforce your answer with concrete examples.

Answer 1

When an organization plans to export it has to adapt the product for the many reasons addressing a few as follows:

1.Verify Name & Logo in the country of export: The name/ design of the product should not mean something else in that country, an example of a sports shoe company exported to Arabic countries with a logo which looked like the name of god. The company had to recall the shoes and give a formal apology.

2.The color of the packaging: The color and its implication in the country is very important for example use of saffron In Islamic countries might give a different image, similarly black and gold might look good in The US but in some parts of Africa it is considered unlucky.

3.The labeling and local regulations: The picture on the product should match the image perception of the country, the local laws and regulations regarding labeling of the product, product instruction should be as per local norms.

4.The size of the product: The product size should be suitable for that countries consumption style, for example, a big whopper burger may be suitable for American meal but in France or Japan it might mean a meal for two.

5.The language on the label and instructions: The label should be country specific for example for Finland you would need a Swedish-finish label. Though the laws may require you to just mention the country of manufacturing, weight, and contents.

6.Electrical products: The electrical appliances should be suitable for the country, you must know the electric volts used in a particular country. The standards vary from Asia, Middle east to Africa.

7.Country of origin and law: The country of origin and the name of the manufacturer is mandatory for export to certain countries as some countries has duties and taxes according to the country of import.

8.Warranties, Guaranties and after-sales service: The guarantees and warranties and implication on who will provide after-sales support have to be established for products like electrical appliances, gadgets, smartphones etc.

To sum it up many factors from the countries culture, political scenario, social norms, legal implications, environmental regulation of country of import should be studied and product adapted to make it suitable to the country before exporting a product.