Essay - The Impact of Global Integration Pressures and Local Responsiveness Pressures...

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The impact of global integration pressures and local responsiveness pressures on Global marketing strategies: Focus on Coca-Cola and Pepsi-Cola.

Global Marketing Strategies

Study Background

The following pages address the issue of multinati*****al companies' marketing ***** in relation with pressures from the ***** environment. The research study will focus on describ*****g the relationship between global integration pressures ***** local responsiveness pressures and ***** strategies developed and implemented by multinational companies. The ***** will also ***** the marketing dimension of two of the most important companies in the world: Coca Cola and Pepsi.

***** research study also addresses the need of adapting the marketing strategy in accordance ***** the intensity of ***** integration pressures ***** local responsiveness pressures and their impact. The research method was based on secondary information. In this case, secondary information are more reliable, they have lower costs and require less instruments for analysis.

***** Gap

Although the term "pressure" does not seem to reveal this, global integration ***** usually de*****ine a positive modification in the strategic behavior of companies, especially ***** ones. Local responsiveness pressures, however, are more dangerous. They can either have ***** or negative effects on companies' per*****mance and global strategy.

*****, in both cases companies can turn the situation to ***** advantage. The intensity of these pressures requires a cert*****in type of ***** marketing strategy. If the ***** is correctly developed and implemented in order to suit ***** characteristics of the market in case, any company can maintain its competitive advantage.

Research questions

This research ***** aims at finding the answer to certain questions, or at least to find directions that must be followed in a more thorough search for the *****s ***** case. These questions are:

To what extent do global integration ***** and ***** ***** pressures determine the global marketing strategies regarding ***** Cola and Pepsi Cola?

Is there a signifi*****t difference in profit ***** market sh***** performance among companies facing ***** responsiveness pressures and local responsiveness pressures?

Re***** Objectives

The ***** objectives that this study intends to achieve are:

***** ***** the importance of globalization's influence on marketing *****

To find the degree of ***** ***** global ***** pressures on marketing strategies

To find ***** degree of influence of local ***** pressures ***** marketing *****

To find the adaptability of large companies' marketing strategies to globalization related *****

To find differences ********** companies' home marketing ***** ***** abroad marketing strategies

Research hypotheses

The ***** subjected to ***** research study are:

Global integration pressures and ***** responsiveness pressures have a negative influence on global market strategy ***** company performance

Standardizati***** ***** ***** most suitable in today's global context

The intensity ***** global ***** pressures and local ***** pressures ********** the ***** of strategy implemented by each company

Literature Review

The ***** for integrating marketing strategies in the global context

Over ***** past decades, the process of globalization has modified all business processes, especially in the case of large companies that address international markets. Local companies that only activate domestically were also forced to


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