Critically assess the concept of ‘Glocalization’ and discuss how it relates to the ‘standardization-adaptation debate’ that prevails in Marketing literature. Then analyse, compare and discuss the extent to which Wal-mart and coca-cola use a ‘glocal strategy’ (i.e. standardize and adapt their marketing mix) in their global marketing programmes.
The Essay Structure
1. Introduction (150 word)
2. Part 1: Literature Review (1200words overall)
Aspects that you might want to consider
• Defining ‘Glocalization’
• Contextualizing this concept in relation to Globalization
• Discussing how this concept relates to ‘Global’ and ‘Local’ Business/Marketing Strategies
• Reflecting how these concepts relate to ‘standardization-adaptation debate’ (regarding the marketing mix) that prevails in Marketing literature
• Critically discuss the advantages and drawbacks of standardization-adaptation approaches in Global Marketing (600words)
3. Part 2: Analysis of the Marketing Mix of 2 Global Companies (Wal-mart and coca-cola) Based on your Literature Review (1500words overall)
• Choose two global companies Wal-mart and coca-cola and use 4P structure to analyse one by one.
• Analyse the extent to each of these two companies apply a ‘glocal strategy’ (i.e. standardize and adapt their marketing mix) to their marketing programme and illustrate this analysis by using the ‘dot plot table’ (see slide on dot plot tables).
• Compare and discuss how the two companies’ global marketing programmes differ/not differ. Which company is more local/global compared to the other?
• Critically reflect on the two companies’ global marketing approaches by drawing on your literature review.
4. Conclusion (150words)
5. Bibliography
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