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