Product adaptation for international markets

Our strategy at a glance: this graph represents a simplified schematic summary of the processes adopted by SGI. We work our way outwards from the core to the adapted product.

Core product: Benefit
How do we want the new product to be perceived by consumers in the new market? What are its distinguishing features, and what sets it apart from competing products?

Actual product: Condition
What is the brand name? What does the packaging look like? What features are highlighted? What are the distinctive features of the design? What is the quality standard?

Augmented product: Service
Provided jointly by the wholesaler and the manufacturer, services provided include: delivery, payment, installation, customer service and guarantee.