Localization strategy is the process of making a product or service adaptable to a particular geographic market. For example, Wal-Mart may purchase different items for a store in a suburban community in Missouri than it would for a store in a more rural community in Iowa. Rather than focus on standardization for that particular geographic market, Wal-Mart would customize products, services, and goods sold to a particular area. A specific example of in-store localization at Wal-Mart is sports themed t-shirts. In the Kansas City area, Wal-Mart may sell Kansas City Royals gear. However, in Pella, Iowa, Wal-Mart may sell Iowa Cubs gear.
Localization involves other aspects of marketing as well. Product wording may be changed to adapt to language needs of the area. If an American product is sold in Germany, the product information will need to be changed to accommodate German language and currency.
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