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.

***** Marketing Strategies

Study Background

The following pages address the issue of multinational companies' marketing strategies in relation with ***** from the global environment. The research study will focus on describing the relationship between ***** integration pressures ***** local responsiveness ***** and ***** strategies developed and implemented by ***** companies. ***** study 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 ***** strategy in accordance ***** the ********** of global integration pressures and local responsiveness pressures and their impact. The research method was based on secondary information. In this case, ***** information are more reliable, they have lower costs and require less instruments for analysis.

***** Gap

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

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

Research questions

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

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

Is there a significant difference in profit and market sh***** performance among ***** fac*****g global responsiveness pressures ***** local ***** pressures?

********** Objectives

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

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

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

To find the degree of influence of local resp*****siveness pressures on marketing *****

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

To find differences ********** ***** home marketing strategies and abroad marketing *****

Research hypotheses

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

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

St*****ardization strategies are most suitable in today's global context

The *****tensity of global integration pressures and local ***** pressures determines the ***** ***** strategy implemented by each company

Literature Review

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

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


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