Advantages Of Marketing Mix

4. Marketing Mix: 4P
As it concern marketing Mix, there is two schools of thought. Those who believe and support standardization believe that the world became an entity and became quite similar when it comes to the consumer and think that there are not variations across markets and country when it concern consumers wants requirement and needs, that customers have the same demands. Levitt (1983) argue, by implementing a standardization process, creating a unique strategy for the whole global market would create stability with the customer and lower the cost for the company. Selling the same thing, at the same price, everywhere around the world, when adapting to the market internationally would affect the price.
On the other hand, supporter of the adaptation strategy suggest that the factors in a new environment are different and marketers need to take it in consideration. From a country to another, laws, cultures, language, climate, race, geography, taste…(Czinkota and Ronkainen, 1998).
It have also been highlighted that at some point that it was important and quite essencial both adaptation and standardization should be used at the same time.(Prahalad and Yves Doz ,1986; Vrontis ,2003; Samiee et al. ,2003; Kanso and Nelson ,2002)
4.1. Price.
The choice for the company for the price is influenced by different factors that lead them either to standardize or adapt.
Because in Canada, there is two languages speak, English and French,( cia) Primark would have to adapt in order to target both culture. The advertisements, slogan and price tag will have to be in both languages in order to allow the customer to have easily access to Primark product.
4.2. Place
Primark vision of the place is the high street.
4.3. Product
As it concern t...

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...r, functional structure also has some disadvantages which can include difficulties to work along with the other department. The perception of competition is present in that kind of work structure because of the lack of comprehension of what the other department provide for the company.
When the company grow, due to the size, it turn out to be more challenging to manage the functional structure. The company objective can have less attention from the different departments because they don’t share the same objectives and work culture. There is a possibility that the goals of the company might be jeopardise and compromise because the overview and aim of the company are not really exposed to them. Only the one who relate to their area.
Alternatively if functional structure doesn’t match with their business, the company would probably switch to another kind of structure.