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

The research study also addresses ***** need of adapting the ***** strategy in accordance with the intensity of ***** integration pressures ***** local responsiveness ***** 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

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

*****, in both cases companies can turn the situation to ***** advantage. The intensity of these pressures requires a cert*****in type of ***** marketing strategy. If the ***** is correctly developed and ***** in order to suit ***** characteristics of the market in case, any comp***** can ma*****tain its competitive advantage.

Research questions

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

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

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

Research Objectives

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

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

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

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

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

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

Research hypotheses

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

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

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

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

Literature Review

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

Over the past decades, ***** 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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