Product Adaptation Discussion

Product Adaptation Discussion

The product that needs to be adapted to the foreign market is TV . The foreign market is some Middle East country

The core component , namely TV itself , should match the tastes of the Arabic population . For example , Americans prefer wide screen TVs so-called home video , so that the whole family can gather together to watch a movie . Yet , Muslims have other traditions and other preferences The key feature they value about TV , not so much its size , but the colors and the volume

The next important thing that

should be necessarily adapted is support service . For instance , in the US the TV might have 3 year warranty . However , in hot warm countries of Middle East the term of the warranty should be decreased . The installation process might also vary depending on the circuit and the voltage . It means that certain spare parts of TV might also be different from the ones in other countries Finally , it is important to keep in mind that the instruction should be translated into the language spoken in the country of import

The last crucial component to adapt is packing . The quality should be reliable not to break during exporting process . The style should match the tastes of the region . The trade mark should be easily readable and understandable by the local population . Moreover , it is necessary to check if there is any odd equivalent of the trademark 's name in Arabic in not to get caught in an uncomfortable situation

References

Applbaum K . The Marketing Era ' Routledge , New York , 2004

Brown S . Imagining Marketing : Art , aesthetics and the avant-garde Routledge , London , 2000

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