Question

To promote its Centrino wireless chip, Intel launched a global ad campaign that features different celebrities in different countries. The wireless chip itself is standardized. Which global product planning approach is this?

Answer 1

Intel employed a product adaptation strategy for its Centrino wireless chip's global ad campaign, adapting promotional strategies to fit local preferences within a framework of media globalization. This tactic allows for the balance of standardization and localization in international markets, similar to Apple's global assembly process.

Step-by-step explanation:

The global product planning approach that Intel used to promote its Centrino wireless chip by featuring different celebrities in different countries while maintaining a standardized product is known as a product adaptation strategy. This approach means that while the core product remains the same, the promotional strategies are adapted to suit local tastes and cultures. It is a hybrid approach that balances between product standardization and customization to fit within the diverse spectrum of media globalization.

In the context of Intel's strategy, this involved leveraging the cross-cultural exchange of ideas and media to create region-specific advertising content that resonates with local markets. This is indicative of the wider trend of global companies navigating international markets, where a complex mix of localization and standardization takes place, as highlighted by the example of Apple's global assembly line where the design, manufacturing, and support processes are distributed across different countries.