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 describ*****g the relationship between global integration pressures and ***** responsiveness pressures and marketing strategies developed and implemented by multinational companies. ***** ***** will also address the marketing dimension of two ***** the most important companies in the world: Coca Cola and Pepsi.

The research study also addresses ***** need of adapting the marketing strategy in accordance ***** the *****tensity of ***** integration pressures and local responsiveness ***** 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.

***** 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 mult*****ational ones. Local responsiveness *****, however, are more dangerous. ********** can either have ***** or negative effects on companies' per*****mance and global strategy.

However, in both *****s companies can turn the situation to ***** advantage. The intensity ***** these pressures requires a certain type of ***** marketing strategy. If the ***** is correctly developed 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 m*****e thorough search for the *****s ***** case. These questions are:

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

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

********** Objectives

The research objectives that this study intends to achieve are:

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

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

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

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

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

Research hypo*****ses

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

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

Standardization strategies are most *****able in *****day's global context

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

Literature Review

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

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


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