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.

Global Marketing Strategies

Study Background

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

Research Gap

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

However, in both *****s companies can turn the situati***** to ***** advantage. The intensity ***** these pressures requires a certain type of ***** ***** strategy. If the strategy is correctly ***** and implemented in order to suit the characteristics of the market in case, any comp***** can ma*****tain its competitive advantage.

Research questions

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

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

Is there a significant difference in profit and market share performance among companies facing ***** responsiveness pressures ***** local responsiveness pressures?

Re***** Objectives

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

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

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

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

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

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

Research hypo*****ses

The hypotheses subjected to this research study are:

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

Standardization strategies ***** ***** suitable in *****day's global context

The intensity ***** global ***** pressures and local ***** pressures determines the type of strategy ***** by each company

Literature Review

The ***** for integrating *****ing ***** 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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