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 ***** in relation with pressures from the ***** environment. The research study will focus on describing the relationship between global integration pressures ***** local responsiveness ***** 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.

The research study also addresses the need of adapting the ***** strategy in accordance with the intensity of global 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.

***** Gap

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

*****, in both *****s companies can turn the situation to their advantage. The intensity ***** these pressures requires a certain type of global marketing strategy. If the strategy is correctly developed 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 the answer to certain questions, or at least to find directions that must be followed in a m*****e thorough search for the answers ***** case. *****se questions are:

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

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

***** Objectives

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

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

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

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

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

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

Research hypo*****ses

The hypotheses subjected to this research study are:

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

St*****ardization ***** ***** ***** *****able in *****day's global context

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

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