Page 124 - GLOBAL STRATEGIC MARKETING

EPRG FRAMEWORK

Polycentrism

- Host
country

orientation

Local Personnel and Techniques are best

suited to deal with local market conditions

Polycentric orientation

• Subsidiaries are established in overseas market
• Each subsidiary operates independently with its own marketing
objectives and plans
• Marketing activities are organized on country by country basis
• Marketing research is conducted independently in each country
• Separate product lines are developed in each country
• Home country products are modified to meet local needs. Each
subsidiary will have its own pricing and promotion policy
• Sales personnel from those countries
• Traditional channels of distribution of those countries
•

Eg. McDonalds – Veg burgers in India