Imagine that you are browsing through two websites deciding whether
which sport shoes to buy. In the first website, you are not comfortable with
the design of the website, the price of the items are not in your own currency
and the description of the goods are not explained in your familiar languages.
In contrast, in the second website, there are colourful and suitable graphics,
the prices listed are in your currency and the content is easy to understand,
as it is detailed in your mother language. Out of this two, which website will
you choose? It is obviously the second website because you feel confident to
buy as you have certain knowledge about the product. And this, is what we
called “localisation”.
Localisation is not merely just translating the content of what the
company is trying to deliver. It involves communication that connects the
target customers by using their suited language, culture and business
practices. There is research carried out where 57% of the customers confessed
that the ability to obtain information in their own language is more important
than the price (Marey, 2016). Thus, the organisation should place significant
attention, time and money to localise marketing strategy in order to speak to
the needs and preferences of the market. Otherwise, you might need to take the
risk of losing money that largely spent on marketing, and to repair your image,
you will need to add public relations to your budget.
Take McDonald’s as an example. McDonald’s have mastered the elusive art
of localisation by creating regional menu to different region in the market
despite its vast international market. In Malaysia, there is spicy Korean burger.
In Australia and UK, you will mostly find bacon burgers on the menu. While in
India, there is Chicken Maharaja Mac pop in their McDonalds. All these products
are specialize to the local market, but there are still in line with the
objectives of McDonalds, where they pay special attention to how their
customers are alike, and how they are different too.
It is however, important to remember that localisation can go wrong. Uber
has recently defeated by Grab taxi who created a business plan which focuses on
meeting the culture of Southeast Asian customers (The Star, 2017). The brand
image of Uber has appeared to specialize for wealthier market, as it is more
expensive as compared to the other taxi alternatives. Despite the local
customers prefer to make their payments by cash, Uber still insist in providing
payment via credit card only. The locals also perceive that Uber is unsafe, especially
for female riders, when all sorts of news appeared to highlight that important
point.
Bear in mind that even the best marketing campaign is nothing without
good localization. Localizing products and services will help to increase your
existing market penetration, which ultimately leads to achieving higher company
revenue, the basic goals of building a business. Thank you. Terima Kasih. 谢谢. Nandri!
References
The Star (2017) Why Uber’s losing out to locals in Southeast Asia [online],
July 28th,
[Accessed: 29th July 2017]
Marey, Y.M. (2016) Why localization is important in business strategy? [online],
May 20th,
[Accessed: 29th July 2017]
By: Yau Che Yan, BAF1541
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