Domino's Pizza is the world's largest pizza delivery chain, with stores in over 80 countries worldwide and over half its sales outside the United States. In order to satisfy consumer preferences in that many markets, Domino's must understand its global customers and adjust its marketing mix to meet local needs. The video describes Domino's marketing efforts in several countries.

When going global, one of the most fundamental decisions marketers must make is the standardization/localization decision regarding the different elements of the marketing mix. For the Product component of the mix, Domino’s chose a localization strategy, modifying the product to regional tastes. Some companies choose a standardization approach, keeping the product essentially the same as the one offered in domestic markets.

a. What are the pros and cons of standardization?

b. What steps could you take as a marketing manager to determine which approach localization or standardization would be most effective for moving into India or any other new region/country?