I'd agree, if it was the sort of thing that we design, we'd just have a different firmware/prom load and the specific case artworks would be stickers, perhaps varying the internal wiring loom to country specific connectors.
Unless there are really expensive parts on the BOM the expense of stocking 2 or more versions of the PCB is not normally justified. The other way is to have a main board that does not change and plug in 'daughter card' for the variants.
Actually Worcester Bosh take that idea almost to the limit, and have a PCB that fits several models, and just a 'code plug' that is just some resistors on a plug the size of an acorn, the micro-controller reads the voltage division (oh for micro controllors with an on-board ADC, with 1% resistors, many possible distinct states on one pin ), and runs the code appropriate to a specific model of boiler, but all the code options are pre-loaded.
I cannot see anything in a typical MFT that is so expensive or different between destinations as to need much of a redesign..
