Global Marketing: Trends, Strategies and Comparison of Coca-Cola and Pepsi

Running Head: GLOBAL MARKETING
Global Marketing
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GLOBAL MARKETING 1
Introduction
Present world is very different from past world or we can say it is a complete new version of the
past. The main reason behind this drastic change is Glocalization which has opened the entire
door for the business by removing the barriers which used to restrict a business to explore
beyond its boundaries. It is the Globalization which has forced the business world to adopt the
innovation in their technology and current operating process (Robertson, 1995). It is this
Glocalization which has helped the domestic business to not only operate their operation in their
area but also in worlds other countries and also the international business to operate in domestic
areas. Globalization has not only helped in cross business culture but it has also promoted the
cross working in which it has forced all the international organization to have a diverse working
culture in which employees from different countries work together for the common objective of
the organization while Glocalization has promoted the expansion of operations (Levitt, 1983). In
addition Globalization has played a very significant role in the promotion of all the countries
GDP while glocalization has worked upon the growth of the company on domestic and
international platform. Glocalization also promotes the exchange of technologies with other
countries which has benefited not only the organization but also the people who are using their
services. Glocalization has also helped in transferring of knowledge from one country to other
country and if a country has knowledge, the country can utilize this knowledge for the
development of the people of that country (Svensson, 2001). In addition these exchanges have
also invited great competition with in the organizations.

GLOBAL MARKETING 2
Literature review
Trends in 2017 Impacting Global Marketing
This article is simply triggering towards the changing trend of the market on the international
and domestic market. The entire previous concept has been changed into the new innovative
trend which is totally focused on the use of all digital platforms for its work. It also focused on
the new tool used for the international and domestic marketing leaving behind the old tools of
marketing. Tools used in today's growing trends are messaging apps, videos, chatbots, and
adblockers. In present time the internet is one of the fastest methods of reaching to the people
along with its wide reach range. Messaging apps demand in present time is increasing very fast.
Most of the business is looking to embrace this trend as an opportunity. Chatbots is a setup
program which interacts with the human and provides them with a solution without make them
feel that they are not interacting with a program. As domestically the impatient level of the
customer has dropped a lot related to the inquiry of the product. Hence, in this case, the chatbots
act as one of the main sources to enhance the overall user and brand experience by interacting
with the customer (Law, 2017).
As we know that in 2011, 4P`s was used as a marketing strategy for promoting products. In
2014, this marketing trend was changed due to the entry of marketing mix which used social
media as a platform of communication and now in 2017 the strategy has shifted its trend towards
digital platform as the main mode of communication or for the promotion of the product or
service. Innovations of artificial intelligence have added the value of this digital platform by
providing the support of gathering information in the form of data, calculating and develop
prediction by analyzing the data and give this data a meaningful shape. Now, the marketing mix
is using tools like videos as a mode of promotion (Berthon et al, 2012). According to YouTube,
about 3.25 billion times of video is viewed on YouTube every month. This innovation in this
area is quickly using the technology stage like Amazon and Netflix distributing addictive content
in a new, exciting way. It has been seen that it is better to promote products on this digital
platform instead of promoting it in the television advertisement. Even the cost of television is
more as compared to this social marketing mix tool. Facebook live has become one of the key
video streaming services that the international marketer is using (Dakar et al, 2012).

GLOBAL MARKETING 3
The decision on whether to standardize an international corporation’s marketing mix about the
world or familiarize it to local circumstances has been ongoing for further than five periods.
Modest conditions, advancement in technology, and finally the current global economic disaster
generated the requirement for a re-examination of this perpetual and significant topic. The main
purpose of this aspect is to develop a framework which establishes the features connected to
standardization or adaptation in a corporation's marketing mix. The planned framework offers a
wide-ranging understanding of the entangled relations between the exterior and interior
atmospheres of the company that have an influence on the standardization/adaptation choice. It is
recommended that this outline will enhance to the development of experimental investigation on
this aspect which will, in chance, lead to the enhancement of worldwide business. The two zones
never continuously fit simply composed. In any case, the choice on standardizing or adapting
must be founded on the probable monetary revenues and risks elaborate for each substitute. The
choice for international standardization will be suitable only up to the point when a constructive
impact is present on the corporation's. However, huge alterations between marketplaces do exist,
even in developed nations. In order to notify these differences, variations in design, wrapping,
value, or delivery of merchandises might be essential (Almodóvar, 2012). The main
disadvantage of going glocalization is that the competition for the company present at local level
is less as compared to international level which will force the company to invest huge amount to
adopt updated technologies, strategies and touch fight with existing players. In short, complete
standardization can direct the corporation to fail when it comes to up keeping of local customers'
wants, and might consequence in its estrangement from the domestic market In this case, the
standardization advices fall separately – particularly when considering the strange alterations
between customers, bureaucrats and countries – and adaptation develops an choice (Thompson
and Chmura, 2015).
Two Glocalization of companies and their marketing programs
Market offers a significant to attain definite achievement only to those companies which cup tie
best to the current business situation i.e." imperious" which can be brought what are the persons
needs and they are prepared to purchase at the exact time without any postponement. It is
effortlessly true but this also is contingent on accessibility of worthy quality merchandises and