Overview
The activity will help you with an example of adapting firm strategy when entering rapidly emerging economies, and for example exposing the firm to new market segments such as low-income earners (bottom of the pyramid).

 

Activity description
Go to the website and read through the washing powder innovation example in India given by Hindustan Unilever Limited.

Consider:

• What are the factors internal to the firm contributing to this successful product adaptation?
• What external factors contribute to the required product adaptation?
• What type of market screening issues and questions had to be covered in adapting the product to the Indian market?

 

Visit the following website:
https://www.hul.co.in/about/innovation/product-innovations/clean-clothes-less-water/

Activity 2

Overview
The activity will provide you with more details to help you understand the international marketing strategy in the growth of the global factory.

 

Activity description
Go to the website and read the article on the global success of IKEA relative to other retailers. Consider the international marketing strategy of IKEA.

 

Consider

• What type of marketing domain is dominant in the IKEA strategy?
• What product strategies do IKEA use?
• How does IKEA balance integration and responsiveness in India?
• How does the macro environment in India influence IKEA marketing strategy?

 

Visit the following website:
https://www.forbes.com/sites/warrenshoulberg/2018/07/30/put-another-stamp-on-the-ikea-passport/#8bb76e3f7cb1