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 multinational companies' marketing strategies in relation with pressures from the global environment. The research study will focus on describing the relationship between global integration pressures ***** ***** responsiveness pressures and marketing strategies developed and implemented by multinational companies. The ***** will also ***** the marketing 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 ********** of ***** integration ***** ***** local responsiveness pressures and their impact. 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.

Research Gap

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

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

Research questions

This research study 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 in case. *****se questions are:

To what extent do global *****tegration ***** and local ***** pressures ***** the 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 ***** pressures?

Re***** Objectives

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

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

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

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

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

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

Research hypo*****ses

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

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

Standardization strategies ***** ***** *****able in today's global context

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


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