Please help me comment on this discussion regarding the following topic: Your company, a white goods manufacturer (primarily major kitchen appliances) based in the U.S. has decided to pursue international expansion opportunities in sub-Saharan Africa. In order to achieve economies of scale, your strategy is to limit local adaptation. Choose 2 sub-Saharan countries, prepare an executive summary that features aspects of the product where standardization will simply not be possible and adaptation to local customs will be essential.

A white goods manufacturer, who primarily manufactures major kitchen appliances, is based in the United States and is looking to pursue international expansion in sub-Saharan Africa. Their goal is to achieve economies of scale with limited local adaptation. To achieve limited local adaptation, we need to look into countries that have similar cuisine style to each other and as similar as we can get to the United States cuisine. Given the amount of underdeveloped countries in the sub-Saharan Africa region, we need to look for two countries that have stronger economies and high growth potential. Based off of this criteria, I would suggest expanding into Morocco and Algeria.

Morocco and Algeria will be good options, first off, because they are bordering countries so it will make expansion easier going from one country to another. Algeria and Morocco are ranked number four and five, respectively, in largest nominal economies in the sub-Saharan Africa region. Although they are not the top economies, the fact that they border each other has allowed for their specific cuisine types to easily expand into each country. For example, Algeria is known for their desserts such as pastries and cookies and their desserts have become very popular in Morocco.

We would like to keep adaptation limited, but some will be required. Native Algerians and Moroccans tend to prepare meals in huts over campfires, using the most basic pots and pans. In order to appeal to this group of people, we must advertise how these appliances will work just as well, if not better than their simple pots and pans over a campfire. We will have to take into consideration our prices of these appliances and how well they work compared to their traditional utensils and equipment.

In conclusion, standardizing equipment globally, such as kitchen appliances, simply will not be possible in order to be successful. Many countries have very strong cultures and traditions that they still maintain that will affect their decision to buy these appliances. At least some adaptation is necessary.