MKT/562 – Advanced International Marketing
October 11, 2010
Implementation and Standardization Strategies Paper
Valspar’s is planning to launch a new paint in its product line. The paint will change color based on the temperature. Once the paint is exposed to cold or heat the color will change which has lead to the product name Chameleon. “Since 1806, Valspar has been dedicated to bringing customers the latest innovations, the finest quality, and the best customer service in the coatings industry (About Valpsar.Com, para 1)”. Therefore Valspar has a long history with developing implementations and standardization strategies. According to Heil “a …show more content…
The decisions to be made are much too basic to need that much fine-tuning, and the action alternatives facing the local marketer are often rather crude. The exception is advertising if there is good reason to try out some alternatives because the local consumers might not be receptive to the kind of advertising coming from headquarters”. (Johansson, pg220).
Valspar want its product design and advertising strategies to be standardized around the world. This is Valspar's goal and focus in developing its standardization strategy. Valspar is thinking that people everywhere want to buy their paint products and not interrupt their way of living. These are the global strategies that a company like Valspar would work by and therefore these global strategies will help feed their standardization strategies. Valspar has to understand the role of data analysis, local subsidiary input and managerial judgment in developing a globally standardized product. These elements are driver that help Valspar to develop and feed a well thought out standardization strategy.
Valspar must also understand the key factors that drive a successful globalization of a new product into a foreign market. According to Johansson states that “According to research, the key success factors driving new product success for a company in a new market are the following (in order of importance): new product superiority,