The first thing that an exporting company should ask itself is whether the product is exportable.  A product which is successful in the home market, will not always be as successful in other markets.  Remember, although globalisation is a reality, each market is different in its own way. 

Therefore, only through market research will we find out if our product is viable or not.

Furthermore, we should look at what types of modifications we should carry out on the products in preparation for different markets.

Finally we should remember the lifelong question: is it a global product or will we have to localise it for each market?

In this unit you will learn the importance of adapting your product to local requirements when entering new export markets.  

This will be achieved by:
- Examining the product adaptation options available to the exporter
- Outlining the concept of brand and positioning in foreign markets
- Analysing the product characteristics that typically need to be modified for different markets.

Completing this course will confer 5 CPD Credits towards internationally recognised Continuous Professional Development Requirements within organisations operating this kind of staff development methodology.

Course Outline

1. INTRODUCTION

1.1 A Product is Not Just its Technical Characteristics

1.2 Product Classification

1.3 Classification Criteria

1.4 Product Life Cycle

1.5 Product Attributes

1.6 Local Vs Global Products

1.7 Other Classifications

2. BRAND & POSITIONING

2.1 Product Positioning

2.2 Elements to Consider

2.3 Environmental Factors

2.4 Social Conditions

2.5 Positioning Strategies

2.6 Stages of Positioning

2.7 Product Policies

2.8 Is the Market Saturated?

2.9 Product Design

2.10 Product Adaptation Examples

2.11 Guarantees and Warranties

Further Reading

1- The Product Life Cycle: Its role in Marketing Strategy

2- International Product Life Cycle: A Reassessment and Product Policy Implications

3- The Role of Positioning in Strategic Brand Management.  Case of Home Appliance Market.

4- Building brand identity in competitive markets: a conceptual model

5- International differences in product  a product map analysis

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