The Effects of Globalization on Business Operations

Paper Type:  Research paper
Pages:  4
Wordcount:  905 Words
Date:  2022-04-04


The effects of globalization on business operations have become a topic of discussion in the contemporary society. People from different fields of study have tried to make sense of the probable impacts of integrating the national economies and the development of international markets. However, despite the unprecedented globalization concept in the current marketplace, it is important to understand its impacts regarding the economic performance and growth of business organizations.

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This project seeks to evaluate the global marketing issues and how they influence the marketing operations of the two selected companies (Coca-Cola and Pepsi). Further, this capstone aims at evaluating the different factors that influence the growth of internationalism and globalization and how it relates to the performance of the global companies like Coca-Cola and Pepsi.

Theoretical Framework

This capstone project evaluates the global marketing issues in relation to the following theories; gratification theory, consumer preference, brand and target group, advertisement and sponsorship theories. These theoretical concepts will help establish a conceptual analysis regarding the global marketing strategies of the two selected companies.


This project adopted a qualitative case study methodology in which I selected literature materials from the peer-reviewed article journals and critically analyzed them in respect to the marketing operations and strategies of Coca-Cola and Pepsi. The peer-reviewed literature materials acted as my primary sources for data collection.


The analysis of this project focused on the global marketing issues about Coca-Cola and Pepsi Companies. Some of the key elements that are discussed in this section include global marketing strategies for both Coca-Cola and Pepsi which includes internal and external factors analysis. Factors influencing the process of internationalism and globalization have also been discussed critically in relation to Coca-Cola and Pepsi's global marketing.


This project capstone concludes with the issue analysis and recommendations to enhance the performance of the two companies. The issues analysis includes the summary of challenges or threats that the companies face as analyzed in the body of the capstone. Finally, the project concludes with recommendations on how to minimize the challenges or risks in Coca-Cola and Pepsi.

Chapter 1: Project Introduction

1.1. Description of the Project

The World Development Report indicates that the world is increasingly becoming interdependent society due to the economic progress and growth. Different countries continue to record progressive economic growth recorded with increased GDP. Companies continue to expand their performance across the world as they search for a better marketplace. With the growth of intercultural and inter-organizational relations, people have been able to move their products from one area to another in search of better marketing opportunities. Crane et al. (2016) explain that the circulation of products occurs in both advanced and advancing nations. This has been facilitated by globalization process (Crane et al., 2016). Companies manufacture goods in one part of the world, and they are distributed across different countries and continent. Coca-Cola and Pepsi are known as soft drink producers. Coca-Cola continues to post tremendous growth from its operations across different outlets worldwide. The two companies face challenges in the contemporary marketplace due to the changes are driven by the regulatory changes, socio-economic, political, and technological factors. The effect of globalization is the topic that has emerged in the recent years with more emphasis laid on the extent to which it impacts the operational activities of business organizations. Every field including academicians, economists, and market participants seem to worry about the impact of integrating the national economies and the international markets.

1.2. Objectives

This capstone seeks to examine the concept of global marketing concerning the two main soft drink producers, Coca-Cola and Pepsi Corporations. The global, international, and intercultural factors have an impact on the performance of the two companies. This capstone especially aims at determining the global, international, and intercultural factors influencing the performance and operations of the two soft drink companies and how each company responds to the issues identified. Further, this project aims at understanding the different factors that influence the growth of internationalism and globalization.

1.3. Research Questions

Global marketing involves various factors that every business needs to consider during market planning. Therefore, this project will be guided by the following research questions; 1). What are the change drivers of the Coca-Cola and Pepsi in the international market? 2). How are the above-identified factors influence the marketplace and performance of the firm? 3). Describe the factors involved in planning for global marketing by the two organizations? 4). what are the marketing strategies of Pepsi and Coca-Cola Corporations? 5). what is the global marketing factor influencing Coca-Cola and Pepsi Company? 6). How does consumer perceptions on international brands' marketing strategies influence the operations of Pepsi and Coca-Cola? 7). what is the best strategy and what could be improved in the marketing campaign of Coca-Cola and Pepsi Company?

Chapter 2: Background and Purpose of the Project

It is important to note that the concept of globalization is today misunderstood and unprecedented. Crane et al. (2016) explain that globalization has become an immensely discussed topic today despite that it is misunderstood by many people. The authors define globalization as the transmission or diffusion across different national borders of diverse forms of media and arts (Crane et al., 2016, p. 1). It is important to state that globalization started many years back and the undercurrent in the market today shows that a period of globally-integrated markets had existed. However, today managers make rapid decisions about the daily operations of the organizations they lead. Such decisions involve issues such as outsourcing and integration. This project helps to crystallize...

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The Effects of Globalization on Business Operations . (2022, Apr 04). Retrieved from

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