Worldwide Standardization Of Products By Multinational And Global Organisations (A Study Of Unilever Nigeria Plc)

ABSTRACT

Companies marketing their product and/or services are forced with the decision of which to standardize their product offerings or not. This decision concerns firm commencing to market their products in foreign countries as well as those already operating internationally and is considering expanding into further markets. The standardization of products across cultures is increasingly becoming an important issue that the managers of global firms are today facing. As international marketing in the 21st century receives significant research attention, it seems the cost benefits and administration of standardization strategies has simplified the international marketing approach as well as being an attractive choice for many firm. Seeing that past research has established that standardization enhances performance outcomes, more recent theories suggests that this may not always be the eve. In today’s localized world, the choices of standardization of international products are no longer seem as an inflexible choice. However with the emergence of homogenous (identical) markets world, it is still a question of whether MNCs will or will not standardize their product offerings. To that aspect, it would perhaps be more interesting to look beyond the dichotomy of standardization as a product strategy. Through a case study of a multinational consumer goods producer, Unilever Nig. Plc, a researcher agenda was placed on investigating the level of standardizing of products by multinational corporations (MNCs). Based on the illustrations and findings of the research, it was concluded that the choice of complete standardization of products is not an all or nothing proposition, but a matter of degree. Hence MNC, should standardize their product to attain market leadership, penetrate the international market and as well serve as a means of development to the host country by given self-employment.    

TABLE OF CONTENT

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of content ﾿ vii

List of tables ﾿ x

List of figures ﾿ xi

Abstract ﾿ xii

CHAPTER ONE  

INTRODUCTION

1.1 ﾿ Background to the study ﾿ 1

1.2 ﾿ Statement of Problem ﾿ 4

1.3 ﾿ Objectives Of The Study ﾿ 6

1.4 ﾿ Research Question ﾿ 6

1.5 ﾿ Research Hypothesis ﾿ 7

1.6 ﾿ Significance Of The Study ﾿ 7

1.7 ﾿ Scope of Study and Limitations ﾿ 8

1.8 ﾿ Limitation of the Study ﾿ 9

1.9 ﾿ Definition of Terms ﾿ 10

1.10 ﾿ A Case Study Unilever Nigeria Plc (Company’s History and Profile)… ﾿ 11

CHAPTER TWO  

LITERATURE REVIEW

2.0 ﾿ Literature Review ﾿ 15

2.1 ﾿ Conceptual Framework ﾿ 15

2.1.1 Standardization Of Different Elements Of The Product ﾿ 15

2.1.2 ﾿ Why standardization of products? ﾿ 18

2.1.3   Is standardization possible across cultures? ﾿ 22

2.1.4 Impact of standardization in marketing mix blending on ﾿ 26

2.1.4.1 Price and Pricing. ﾿ 26

2.1.4.2 Promotion ﾿ 27

2.1.4.3 Distribution ﾿ 28

2.1.5 ﾿ Standardization In Packaging: Marketing Impact. ﾿ 29

2.1.6 ﾿ Standardization In Global Market Leadership. ﾿ 30

2.1.7 The role of multinational companies on economic development of a nation. ﾿ 31

2.2 ﾿ Theoretical Framework ﾿ 33

2.3  ﾿ Empirical Framework ﾿ 36

2.4 ﾿ Summary ﾿ 37

CHAPTER THREE. 

RESEARCH METHODOLOGY

3.0 ﾿ RESEARCH METHODOLOGY.

3.1 ﾿ Research Design ﾿ 39 

3.2 ﾿ Area Of Study ﾿ 39

3.3 ﾿ Population of study ﾿ 39

3.4 ﾿ Sample Size ﾿ 39

3.5 ﾿ Method Of Data Collection ﾿ 39

3.6 ﾿ Sampling Technique ﾿ 40

3.7 ﾿ Method Of Data Analysis ﾿ 40

3.8 ﾿ Model specification ﾿ 41

3.9 ﾿ Definitions of Variables ﾿ 42

3.9.1 ﾿ Dependent Variable ﾿ 43

3.9.2 ﾿ Independent Variables ﾿ 43

3.9.3. Stochastic Disturbances or error term ﾿ 43 

CHAPTER FOUR 

DATA PRESENTATION ANALYSIS

4.0 ﾿ Data Presentation Analysis ﾿ 44

4.1 ﾿ Findings and Discussions ﾿ 54

CHAPTER FIVE 

SUMMARY, CONCLUSION, IMPLICATIONS AND FURTHER RESEARCH AREAS

5.0 ﾿ Conclusion, Implications and Further Research ﾿ 54

5.1 ﾿ Summary ﾿ 55

5.2 ﾿ Conclusion ﾿ 56

5.3 ﾿ Implications ﾿ 57

5.4 ﾿ Further Research Areas ﾿ 58

Bibliography

APPENDIX I

APPENDIX II