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.

Global Marketing Strategies

Study Background

The following pages address the issue of multinational companies' marketing ***** in relation with pressures from the global environment. The research study will focus on describing the relationship between global integration pressures ***** ***** responsiveness pressures and ***** strategies developed and implemented by multinational companies. ***** study will also ***** the marketing 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 with the *****tensity of global integration ***** ***** 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

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

*****, in both cases companies can turn the situati***** to ***** advantage. The intensity of these pressures requires a cert*****in type of global ***** strategy. If the strategy is correctly ***** and ***** in order to suit the characteristics 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 m*****e thorough search for the answers in case. These questions are:

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

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

Research Objectives

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

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

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

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

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

To find differences ********** ***** ho***** marketing strategies ***** abroad marketing *****

Research hypotheses

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

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

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

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

Literature Review

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

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