Final answer:
The strategic alternative that involves minimal product or brand adaptation for international distribution is called standardization. This approach is exemplified by global brands like Coca-Cola, which produce a standardized product that is adapted only in marketing to fit local contexts.
Step-by-step explanation:
The strategic alternative that uses almost no product or brand adaptation for global distribution is known as standardization. This approach sees a company utilize the same marketing strategy and mix in every market, which involves minimal changes to the product, packaging, branding, or communication. Using Coca-Cola as an example, the company produces the concentrated syrup of its flagship product in a centralized location in Atlanta, Georgia, and ships it to bottling plants across the world where it is mixed with local water and ingredients before distribution. This strategy leverages the universal appeal and recognition of the brand while optimizing costs and maintaining a consistent product experience for consumers globally.
Another related concept is the global brand, which refers to brands that are recognized and have a presence in multiple countries across the world. Global brands often adopt the standardization strategy because it helps maintain a consistent brand image and reduces the complexity of operating in various international markets. Nevertheless, the advertisement and promotion practices for these global brands might be tailored to fit local cultures and customs despite the product itself remaining largely unchanged, as seen in Coca-Cola's marketing which is adapted to various languages and cultural contexts.