Standardization or adaptation which is understood as localization and globalization is some key understanding that must be utilized when framing the marketing mix. In terms of standardization, the marketing mix, such as product, price, place or promotion, would be brought up to the global standards, nothing. In terms of adaptation, it could be said that specific changes are made such that the product, its price, the form of distribution or the form of promotion is changed to fit the country. Factors such as socio-cultural elements, competition and more would be allowed to make changes within the marketing mix. In the case of the Wu Dalang biscuits, a form of geocentrism using both standardization and adaptation elements could be used. Using only adaptation would be polycentrism and using only standardization would be ethnocentrism.
Now in considering if the product must be changed in any way, two important elements must be considered. Firstly, depending on the needs of UK market, the product might have to be changed (adaptation). Secondly, there are some external aspects of products such as product packaging which needs to be changed. In terms of socio cultural analysis, there are some common factors and there are some differences that must be understood when selling Wu Dalang biscuits.
Firstly, it is the taste of the biscuits. Now the Wu Dalang biscuits are sold in China as a separate biscuit, and no tea is served with it. In the United Kingdom, it is recommended that the Wu Dalang biscuits are sold as part of the tea tradition of the British. Now, the biscuit has to be modified such that its taste blends well with the tea. As of 2012, the sweet and savoury biscuit consumption was marked at a value of 2.2 billion pounds. It is increasing slowly, and the consumption is quite steady among some market segments. For instance, in the case of 25 and 54 year olds, the sweet biscuit consumption is quite high and in the case of 45 and older, the savoury biscuit consumption is high. Therefore, the sweet and savoury taste are two specific tastes that the market must cater. The umami taste, bitter, spicy and strong flavours would not suite the refined palate and would not be a tea time snack, so product changes must be made accordingly.