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 global environment. The research study will focus on describ*****g the relationship between ***** integration pressures ***** local 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 the need of adapting the ***** strategy in accordance with the intensity of global integration ***** and local 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, ***** integration ***** usually determine a positive modification in the strategic behavior of companies, especially ***** ones. Local responsiveness pressures, however, are ***** dangerous. They can either have positive or negative effects on companies' performance ***** global strategy.

*****, in both cases companies can turn the situation to ***** advantage. The intensity ***** these pressures requires a cert*****in type of ***** marketing strategy. If the ***** is correctly ***** and implemented in order to suit the characteristics of the market in case, any comp***** can maintain 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 m*****e thorough search for the *****s ***** case. These questions are:

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

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

Re***** Objectives

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

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

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

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

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

To find differences between ***** 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 influence on global market strategy and company performance

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

***** *****tensity ***** ***** ***** pressures and local responsiveness pressures determines the type of 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, ***** in the case of large companies that address international markets. Local companies that only activate domestically were also forced to


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