Modifications of the product itself are often required to make the product appeal more to the market this is the so called product adaptation. It can also be necessary to make the product safer, more up to date or more useful for a different target audience, especially on domestic markets. Product adaptation on international markets it is important to adapt the product to the culture.

Things that can differ in different cultures are the taste of the product, the style, the colour, or symbols, language, but also more specific like differences in technology, environmental differences, religion etc. The taste of a product is very important for the food, drinks and cigarette industry. Style is more important in car and fashion industry, which also includes the colour and symbols. The meaning of a colour or a symbol can differ from culture to culture.

The package of the product can also need adaptations. Special symbols and the language need to adapt to the country/culture. Some symbols can be offensive in one culture and be normal symbols in another culture. There is also a possibility that a symbol is not commonly used in a culture and will be misinterpreted. Language differs of course, many things can go wrong concerning languages or translations. The packaging also has to be adapted to the conditions of a country; storage conditions (size of the product), climate, moisture, etc.

Technology can also make a difference if the product is going to be successful on a new market or not. Measurement systems vary between countries and often components need to be modified to adhere to local standards, which can also include the size of the product. Environmental differences are probably more logic; selling ski jackets in warm countries is not likely to be profitable. Some products may malfunction, when they are exposed to extreme heat or cold. Religion or special norms and values can also make a product fail.

Fast Food Chains

Most fast food chains are known for their ability to modify easily, when entering new markets. McDonalds, for example, adjusts its menu for each foreign market; beer in Germany, wine in France, mutton pot pies in Australia, and McSpaghetti in the Philippines. Burger King, Wendys, Kentucky Fried Chicken, they all adapt to the market they are in 'Product adaptation'.

An exception of this successful trend in fast food chains has been Pop-Tarts, toaster pastries that have been quite a success in the U.S.. When entering the British market, they could not set ground there, because the taste was considered to sweet and most people did not have toasters 'Lack of product adaptation' .

Coca Cola's two liter bottle

When Coca Cola tried to introduce their two liter bottle in Spain, they found out that market entry was difficult. This was due to local storage conditions; few Spaniards have refrigerator doors with compartments large enough to accommodate the large-size bottle.

29-inch tables in Japan
One American company tried to sell 29-inch tables in Japan when the average table height is 21 inches due to fact that the Japanese sit on the floor at the table and do not use chairs.

More blunders in relation to product adaptation can be found @ blunders