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

***** research study also addresses ***** need of adapting the marketing strategy in accordance with the intensity of global integration pressures and local responsiveness pressures and their *****. 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.

Research Gap

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

*****, ***** both cases companies can turn the situation to their advantage. The ***** ***** these pressures requires a certain type of ***** ***** strategy. If the strategy is correctly ***** and implemented in order to suit ***** character*****tics of the market in case, any comp***** can maintain its competitive advantage.

Research questions

This research study aims at finding the answer to certain *****, 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 local responsiveness pressures determine ***** global marketing strategies regarding ***** Cola ***** Pepsi Cola?

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

***** Objectives

The research objectives that this study intends to achieve are:

To find the importance of globalization's influence on marketing strategies

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

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

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

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

Research hypotheses

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

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

Standardizati***** strategies are ***** *****able in today's global context

***** *****tensity of ***** integration pressures and local responsiveness pressures ********** the ***** of strategy implemented by each company

Literature Review

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

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


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