1.0 Introduction
Nowadays, the market is becoming progressively globalized, it is therefore imperative for a company that wants to compete globally to have a strategy concerning the adaptation of its product to the needs of the foreign market. In fact, it is claimed how fundamentally important it is for a company to choose the correct product to plan the internationalization process (Valdani and Bertoli, 2006). The choice of the product it is extremely important because it can allow identified market areas, including the clients and the rivals. Actually, the product’s choice affects the way it enters into a foreign market as well as other decisions regarding the other variables of the marketing mix.
This paper will present the factors
A good example to describe this strategy comes from the multinational Nestlé, particularly in its strategy toward its controlled Buitoni (Italian famous firm in particular for the production of pasta). According to Bertoli (2003) Buitoni through Nestlé has divided its production into two main sites: The headquarters in Evey and the other in Italy at San Sepolcro (Tuscany) that has the job to R&D and tasting products. The production is mainly switched in 4 sites; each one specialized in a different type of production.
4.1.2 Learning effect
The experience that comes from production creates correct tools to improve product characteristics and production efficiency
4.1.3 Consistent brand image
Due to an increase in consumer mobility around the world. It means that nowadays, there are more tourists around the world that want to find the same product wherever they go. (Theodosiou and Leonidou, 2003)
4.1.4 Market homogeneity
With new technologies such as the Internet, increasingly more individuals can have access on the same time to the same product. Moreover, Internet has allowed sharing the same design and same model through different countries. To have a good example, just think about