4. Marketing Mix: 4PAWhen it comes to marketing mix, there are two schools of thought. Those who believe and support standardization believe that the world has become one entity and has become quite similar as far as the consumer is concerned and believe that there are no variations between markets and countries when it comes to requirements and needs of consumers, that customers have the same requirements. Levitt (1983) states that by implementing a standardization process, creating a single strategy for the entire global market would create stability for the customer and reduce costs for the company. Selling the same thing, at the same price, everywhere in the world, while adapting to the international market would affect the price. On the other hand, proponents of the adaptation strategy suggest that the factors in a new environment are different and marketers must take this into consideration. From one country to another, laws, cultures, language, climate, race, geography, taste, etc. (Czinkota and Ronkainen, 1998). It was also highlighted that at some point it was important and very essential that adaptation and standardization were used at the same time. (Prahalad and Yves Doz, 1986; Vrontis, 2003; Samiee et al., 2003; Kanso and Nelson, 2002)4.1. Price. The company's choice of price is influenced by different factors which lead it either to standardize or to adapt. Because in Canada, we speak two languages, English and French, (cia) Primark should adapt in order to target both cultures. The advertisements, slogan and price tag should be in both languages ​​to enable the customer to easily access the Primark product.4.2. The PlacePrimark vision of the location is the high street.4.3. ProductRegarding middle of paper......r, the functional structure also has some disadvantages which may include difficulty in working with the other department. The perception of competition is present in this type of work structure due to the lack of understanding of what other departments bring to the company. When the company grows, due to its size, it becomes more difficult to manage the functional structure. . The company's goal may receive less attention from different departments because they do not share the same goals and work culture. It is possible that the company's goals are compromised and compromised because the big picture and purpose of the company is not really exposed. Only those that relate to their field. Alternatively, if the functional structure does not fit their business, the company would likely move to another type of structure..