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

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The impact of global integration pressures and local responsiveness ***** 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 pressures from the ***** environment. The research study will focus on describing the relationship between global integration pressures ***** local responsiveness ***** and marketing strategies developed and implemented by multinational companies. The study will also ***** the ***** dimension of two ***** 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 *****tensity of ***** integration pressures and ***** 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

***** 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 ***** dangerous. They can either have ***** or negative effects on companies' performance and global strategy.

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

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

Is there a signifi*****t difference in profit and market sh***** ***** among ***** fac*****g ***** ***** pressures ***** local responsiveness pressures?

********** Objectives

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

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

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

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

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

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

Research hypo*****ses

The hypotheses subjected to this research study are:

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

Standardizati***** strategies ***** most suitable in *****day's global context

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

Literature Review

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

Over ***** past decades, the process of globalization 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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