...in the world. A hospitality service is an intangible factor in the hospitality industry. It is what the host given to the guest for their needs. It is the important part in hospitality industry. “Standardization refers to the situation where uniformity is achieved either in outputs (products or services) and / or in the processes that produce such outputs.” (Taylor, 2000, p. 51) It is using the same ingredients, recipes, prices, and etc. In the setting of customer service, standardization is the processes making the organizations to focus their attention in provide a great customer service. It is satisfying the customer expectations and needs. The motivation for standardization comes from a number of sources. “These include the aspiration for reducing costs and improving reliability of systems. By promising that reliable and interoperable standard exists, it is possible to dodge being locked into specific vendor’s products and ensure healthy race to improve quality, reduce costs, and guarantee reliability of supply.” (Ratha and Govindaraju, 2008, p. 473) I am agree with the statement that standardization of hospitality services provides customers with consistent quality and ensure that staffs are able to deliver it. It is a great way to give excellent services to customer. Nowadays, standardization of hospitality services can be seeing everywhere, even all over the world. This is done to promise that the finished product made has consistent quality, and that any...
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...marketing strategy. In particular, how does McDonald’s approach the issue of standardization? Does McDonald’s think globally and act locally? Does it also think locally and act globally? McDonald’s Corporation is the biggest fast-food restaurant in the world. The company had promised the customers to provide inexpensive and consistent food, quick service and clean, familiar environment makes the company to earn the most market share in the fast-food market. The rapid growth of McDonald’s was by stepping in different geographic area such as Europe, Asia/Pacific, Middle East and Africa (APMEA) and other countries. McDonald’s global marketing strategy is based on the combination of local and global marketing mix elements, in other words is global localization, where they combine standardization and customization together to satisfy different customer needs and wants. McDonald’s is “thinking globally and acting locally”. McDonald’s vision is to be the world best quick service restaurant where is supported by the company’s realization of the importance of adjusting its operational and management strategies to meet the dynamic needs and wants of different geographic area. Therefore, in many countries McDonald’s has modified their products to cater the local customer’s tastes, cultures, and preferences. McDonald’s globalized themselves by standardize their slogan, promotional campaign, prices, products and distribution channel for all the market around globe. Standardize the company...
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...3. To what extent is globalization dependent upon standardization? What are the implications? During the last few decades, it is clear that many companies have an international orientation to their business activity. Many companies do business domestically, but they place a main concern on international markets also. Those companies apply international marketing strategies which fulfill the company’s needs, while at the same time satisfying clients in various markets. Business environment is characterized by regular change and unending long-term processes of globalization of the economy. Rushing economic development in recent years led to constant increase in competition within the local market and in foreign markets. Lithuania contains various industrial companies with a highly concentrated production, which try to establish and strengthen their situation in foreign markets. International business has become essential for a large number of companies in Lithuania, which has improved by the processes of globalization and by the growth of international competition. Entering European Union had a pro-found effect on companies in Lithuania. International marketing and its application represent a key part of successful corporate management of all international companies in Lithuania. Entering of a company into foreign markets demands an accurate decision making process, because there are many aspects that affect such an internationalization process. One of the most important decisions...
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...currently under discussion in that area. The paper should present and reflect on the positions of the EU, Member States, Corporate interests, and Citizen Interests. There is probably no area in Europe, which is not be heavily affected by the EU standardization policy. Whether on the European, national, corporate or citizen level – the omnipresence and importance of the EU standardization policy is undisputed and is comparable maybe just with the influence of the EURO. Therefore it is not suprising that EU nations, as well as industries and companies are trying to take an influence on the standardization process, to assure and strengthen their competitiveness and future. European standardization is certainly not only of European significance, but also plays an extremely important role in the global competitive position of the EU and Europe. In the next paragraphs we will provide an overview about the main principles of the European Standadization policy, its goals and benefits, the institutions involved as well as about its long-/mid-term strategy. Afterwards we will speak about the national, corporate and citizen interests in the standardization policy. General summary of European Standardization policy Description Standardization is a process in which all relevant parties (industries, SMEs, customers, non-governmental organizations, public authorities, trade unions) develop a framework...
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...MKT 310 WK 8 QUIZ 6 CHAPTER 13 & 14 To purchase this visit here: http://www.activitymode.com/product/mkt-310-wk-8-quiz-6-chapter-13-14/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 310 WK 8 QUIZ 6 CHAPTER 13 & 14 MKT 310 WK 8 Quiz 6 Chapter 13,14 1) A retailer can list all of its operations to be performed, its characteristics, and its timing in a(n) ________. A) prototype arrangement B) standardized plan C) operations blueprint D) rationalized retailing arrangement 2) Which of the following is not an advantage of an operations blueprint? A) The operations blueprint standardizes activities. B) The operations blueprint helps evaluate personnel needs. C) The operations blueprint determines space needs. D) The operations blueprint isolates weak or failure-prone operations components. 3) Uniform construction, layout, and operations standards are used in ________. A) everyday inventory planning B) prototype stores C) crisis management D) scrambled merchandising 4) Which of these is not a benefit of using prototype stores? A) The stores use custom buildings for each city and town. B) The stores enable a retailer to take advantage of quantity discounts for fixtures and other materials. C) The stores ease the employee interchange among branches. D) The stores help portray a consistent image among franchise and chain store units. 5) Rationalized retailing is often used in conjunction with ________. A) micro-merchandising B) prototype stores C) a top-down...
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...ISO does not lend its name to advertisements, and it is not in the registration business. ISO is only responsible for creating and publishing international standards. These standards facilitate international exchange of goods and services. More than 100 countries participate in ISO. This includes full-voting-privilege members, correspondent members (observers) and subscribers (documentation). ISO consists of 182 active technical committees, 630 subcommittees, 1,918 working groups and 24 ad hoc study groups. While ISO 9000 is the best-known standard in North America, the ISO publishes thousands of standards. ISO/TC 176 held its inaugural meeting in 1980 in Ottawa, with 21 participating member countries. The committee consists of a main technical committee, three subcommittees and associated working groups. ISO holds TC 176 responsible for overall management of the standardization program in the fields of quality management and quality assurance. ISO 9000, first published in 1987, is a series of three standards and supplementary guidelines. The standards outline the collective plans, responsibilities, procedures and resources which ensure that customer requirements will be met. ISO 9000 stands for systems standardization and registration rather than product...
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... : 13/05/2013 Contents page Introduction 3 PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6 PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8 Conclusion 8 Reference List 9 Introduction With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010). The aim of the presented paper is to critically investigate the promotion and branding strategies pursued by global organisations. The key focus is put on the examination of their relative effectiveness and two case studies are used to demonstrate the validity of the theoretical underpinning. Nike Inc., a sportswear and footwear retailer...
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...management, McDonald’s has many ways it operates as a machine. Also, the way McDonald’s operates follows Frederick Taylor's principles of scientific management, Max Weber's hierarchical structure and Henri Fayol's administrative principles. McDonald’s runs and operates as a machine in three ways: specialization, standardization and predictability. McDonald’s has a lot of specialization within its products. Specialization means that parts of the machine have a certain function in the end creating a final perfect product. For example, McDonald’s sells burgers, ice creams, side items which all have unique functions and processes in which they go through before they are ready to be served. They go through specific protocol and there is a McDonald’s employee every step of the way. There is going to be someone that preps the vegetables, somebody who temps the food, someone who takes orders, someone who makes the food, and someone who is managing all that is going on. This resembles a machine, as McDonald’s has countless number of employees in its restaurants making sure they are offering excellent customer service. The second way McDonald’s operates as a machine is by standardization, which means organizations operating as a machine are designed in such a way that parts in one machine are similar to another and can easily be replaced. Some workers don't like the fact that they have to wear their daily uniforms or have to follow scripts, while other workers don't mind this at all and like...
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...operations, owns the brands and it’s responsible for consumers brand marketing initiative. A transnational corporation is any enterprise that undertakes foreign direct investment owns or controls income gathering assets in more than one country, produces goods or services outside its country of origin or engages in international production. For example Coca-Cola Company is a transnational corporation because they have proven successful in their international operations and are one of the most recognized brands in the world. Coca-Cola has used each of the six strategies. Coca-Cola Company was very successful in implementing strategies regardless of the country. The company has 6 keys of strategies necessary for firms to be successful when expanding globally. Differentiation strategy is defined as a marketing technique used by a manufacturer to establish a strong identity in a specific market. It also may be referred to as segmentation strategy. Using this strategy, a manufacturer will introduce different varieties of the same basic product under the same name into a particular product category and thus cover the range of products available in that category. There are several ways a firm can differentiate its’ products. We focused on...
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...1.Introduction: ………………………………………………………………..………………………1 Executive Summery………………………………………………………….……………………1 Background of the Company……………………….…………………………………………1 Standardization and/or Adaptation in Toyota…………………………..……………1 Marketing Mix: 7ps…………………………………………………………………..……………1 Standardization or Adaptation of Toyota’s Products……………………1 Standardization or Adaptation of Toyota’s Prices…………………………1 Standardization or Adaptation of Toyota’s Promotions……….………2 Standardization or Adaptation of Toyota’s Places…………………..……2 Standardization or Adaptation of Toyota’s Physical Evidence………2 Standardization or Adaptation of Toyota’s Processes ……………….…3 Standardization or Adaptation of Toyota’s People……………………….3 Conclusion…………………………………………………………………………………………..…4 2. Definition of Internationalization Process Theory (IPT) .4-5 3.Conclusion………………………………………………………………………………………………6 Conclusion……………………………………………………………………………………………..6 References…………………………………………………………………………………………….6 Introduction: Executive Summery This report will be discussing one of the world’s leading brands; Toyota Motor Corporation’s approach to international marketing, and how the company positions itself in the global market via the marketing mix. We will do this by looking at how Toyota standardizes and adapts different aspects of its marketing mix, and applies them to different regions throughout the global market. We will also be discussing the Internationalization Process Theory in order to...
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...The Four Service Marketing Myths Remnants of a Goods-Based, Manufacturing Model Stephen L. Vargo University of Maryland Robert F. Lusch Texas Christian University Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its perspective to include the exchange of more than manufactured goods. The subdiscipline of service marketing has emerged to address much of this broadened perspective, but it is built on the same goods and manufacturing-based model. The influence of this model is evident in the prototypical characteristics that have been identified as distinguishing services from goods—intangibility, inseparability, heterogeneity, and perishability. The authors argue that these characteristics (a) do not distinguish services from goods, (b) only have meaning from a manufacturing perspective, and (c) imply inappropriate normative strategies. They suggest that advances made by service scholars can provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing. Keywords: service; goods; intangibility; inseparability; heterogeneity; perishability Early marketing thought was built on a foundation of goods marketing, essentially the distribution and monetized exchange of manufactured output. Since marketing grew out of economic science, with...
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...Standardization in anything makes it easier for people. They are able to know what to expect. We hear as children and as parents about standardized learning. The basis of this is that everyone is able to learn the same. The same curriculums to students no matter what school they attend. We also find standardization in different working fields by choice. Some companies choose to learn from others on how to run things. It can also come from employment of someone that worked for a company that had good policies. Certification is another way to join the ranks of standardization. ISO 9000 is one of these certifications that can help companies reach great standards. The point of ISO 9000 is embedding a quality management system into a company that will help increase productivity, reduce unnecessary costs and ensure quality processes and products (What is ISO 9000?, 2012). Companies have been able to use this standardization to help them become better. ISO certification is flexible certification that can be used with many different types of companies. It is not set for just one particular field. The whole point of ISO certification is to establish, maintain and improve a company’s quality management system (What is ISO 9000?, 2012). By looking at the big picture within a company they are able to set goals for improvement and work towards the greater good. ISO has three parts of audits. The first type of audit is the adaption of standards on a company basis. Internal...
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...Assignment : Research Paper 1-The Role of Standardization, Localization, Culture and Market Research in International Marketing Strategies Adamu Yushau Usumanu This Paper is Submitted in Partial Fulfillment of the requirement for International Marketing Management course SMC University School of Management Dr. Babu P. George May 19 , 2014 Abstract The research paper discussed standardization and localization strategies, where standardization strategy refer to a common marketing program cutting across nations and marketing segments, while localization strategy seek to adapt products and marketing strategy to the specific characteristics of individual markets. The paper further identified the advantages and disadvantages of standardization and localization strategies in the context of international marketing. The role of cultural pattern in society and its effect on consumption were also discussed, where culture refer to a system of values and norms that are shared among a group of people. Cultural patterns exert a great influence on consumption in a social setting. The paper finally discussed the need for a business entity to carry out a research on differences in language culture, regulations governing marketing before entering a new international market. Key Words Marketing Strategy, Standardization, Localization,, International Marketing, Cultural Patterns, Marketing Mix, Market Research Introduction ...
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...Reinvention and Wipro go hand-in-hand as far as technology and process advancement is concerned. Wipro is a global IT services company that provides Consulting, Business Process Outsourcing, Business Technology Services, Enterprise Application Services, Infrastructure Management, Testing, Product Engineering, Engineering Design and Product Support. Its services are spread across a range of strategic domains. It is the first CMMi Level 5 certified software services company and the first outside USA to receive the IEEE Software Process Award. However, when Wipro was formed as a vegetable oil refining company in 1947 the dramatic change in the company’s industry dynamics could only have been predicted considering the fact that it was always reinventing itself. Now, after three decades in the IT industry, backed with unmatched technical expertise and insights, it has maintained the highest levels of compliance and quality that go with the changing times and technologies. Our knowledge investments are backed by years of R&D and have led to the creation of labs and ‘Centers of Excellence’ that have produced innovative solutions. Wipro’s Quality Policy & Quality Management System As the world’s first SEI CMM Level 5 company, Wipro endeavors to deliver reliability and perfection to customers by maintaining high standards in service offerings and products, as well as internal processes and people management. It believes that business success and market leadership comes through...
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...Strategic Information Plan 1 Table of contents 1. Business strategy 1.1. Mission 1.2. Shared values 1.3. Vision 1.4. Goal 1.5. Strategy 1.5.1. SWOT Analysis 1.5.2. PEST Checklist 1.5.3. Dimensions of competency 2. ICT Strategy 2.1 Mission 2.2 Vision 2.3 Goals 2.4 Strategy 2.4.1. Higher level of standardization & more commonality in business processes and systems 2.4.2. Lower IT operating costs 2.4.3. Higher value for new initiatives 2.4.4. Improve cultural characteristics, enabling the decrease of resistance to changes. 2.4.5. Increased level of sharing for systems and services 2.4.6. Generic strategies 3. Business & ICT Alignment 3.1 Technology transformation 3.2 Innovative: making use of opportunities 3.3 Strategic Alignment Model Enhanced 4. Enterprise Architecture 2 1. Business strategy 1.1. Mission Improving people’s lives through meaningful innovation. For the past 120 years meaningful innovations have improved the quality of life for millions, creating a strong and trusted Philips brand with market access all over the world. In light of key global trends and challenges – e.g. the demand for affordable healthcare, the energy efficiency imperative, and people’s desire for personal wellbeing – phillips is confident in their chosen strategic direction. 1.2. Shared values The values of Philips reflect the ambition that have been laid down in our strategy. The values are like a ...
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