Problems and Challenges of Global Marketing in Beverage Industry - Research Paper Example

The project will then undertake a general review and analysis of various determinants that play a substantial role in the success or otherwise of a globalization venture of a beverage company taking the track records of Coca-cola and Pepsi as frames of reference.The next and possibly the most logical issue that this project tackle is the relative advantages and disadvantages that are associated with globalization and how some companies have been able to glean the maximum advantage while some have not been so successful in doing so.

The marketing strategies of the more successful ones like the Coca-cola and those of the lesser participants like the Pepsi have been analyzed and an attempt has been made to locate the exact reasons as to why Coca-cola surged forward while Pepsi lagged behind. One of the reasons might be a reasonable degree of customization that Coca-cola implemented, at least in its advertisements, that Pepsi could do not do with such élan as its arch-rival managed to achieve.No study can be complete without a contrarian view and this study of globalization cannot be complete without a review of the anti-globalization ideas that have gained considerable ground in recent years.

There are several methods and techniques that can be applied while conducting a study but the two most prominent approaches are the hermeneutic approach and the positivist approach. The positivist approach maintains that truth is observable and can be measured with correct methods.