The impact of global integration pressures and local responsiveness pressures on Global marketing 'strategies Focus on Coca Cola and Pepsi Cola

Download this thesis in word format (.doc)

Note: Essay below may appear distorted but all corresponding word document files will contain proper formatting

Excerpt from Thesis:

However, a global strategy does not necessarily imply a general, unique strategy that would be able to address all kinds of markets. Practice has proven that cultural differences should be reflected in the implemented marketing strategies. Large companies develop and implement a certain strategy for the domestic market, and other strategies that suit each foreign market that the company in case addresses.

Global integration pressures usually refer to economic and technological factors that influence the activity of competitors on international markets. Such pressures take the form of: global competition, global value activities, technological dynamism, global costs, and scope economies (Venaik, 1999).

The action of global integration pressures on marketing strategies is a quite subtle one. For example, tough global competition combined with rapid technological innovations, and with product and process developments lead to creating an unstable environment.

This further leads to increased managerial uncertainty. This managerial uncertainty that increases in unstable environments is generated by the increased need for information required in the decision making process. The more unstable the environment is, the higher the risks are. Risk conditions require additional information[continue]

Cite this thesis

"The Impact Of Global Integration Pressures And Local Responsiveness Pressures On Global Marketing 'strategies Focus On Coca Cola And Pepsi Cola" (2009, March 29) Retrieved August 31, 2015, from http://www.paperdue.com/essay/the-impact-of-global-integration-pressures-23520

"The Impact Of Global Integration Pressures And Local Responsiveness Pressures On Global Marketing 'strategies Focus On Coca Cola And Pepsi Cola" 29 March 2009. Web.31 August. 2015. <http://www.paperdue.com/essay/the-impact-of-global-integration-pressures-23520>

"The Impact Of Global Integration Pressures And Local Responsiveness Pressures On Global Marketing 'strategies Focus On Coca Cola And Pepsi Cola", 29 March 2009, Accessed.31 August. 2015, http://www.paperdue.com/essay/the-impact-of-global-integration-pressures-23520

Leave a Comment

Register now or post as guest, members login to their existing accounts to post comment.

Copyright 2015 . All Rights Reserved