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.

***** Marketing Strategies

Study Background

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

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 pressures, however, are ***** dangerous. They can either have ***** or negative effects on companies' performance ***** global strategy.

*****, in both *****s companies can turn the situati***** to their advantage. The intensity ***** these pressures requires a certain type of ***** marketing strategy. If the ***** is correctly developed and ***** in order to suit ***** character*****tics of the market in case, any company can ma*****tain its competitive advantage.

Research questions

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

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

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

Re***** Objectives

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

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

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

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

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

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

Research hypotheses

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

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

Standardization strategies ***** ***** *****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 ***** past decades, the process of ***** has modified all business *****es, ***** in the case of large companies that address international markets. Local ***** that only activate ********** were also forced to


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