Browsing by Author "Ramlah, Mwanga"

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    Globalization and market strategies of multinational companies: a case study of total Kampala Uganda
    (Kampala International University.College Of Economics and Management, 2014-04) Ramlah, Mwanga
    The purpose of this research was to examine the relationship between globalisation and marketing strategies in Total petrol station limited. The study was guided by four objectives namely; determining the level of globalisation, the level of marketing strategies and determining the relationship between globalisation and marketing strategies in Total petrol station limited. The study comprised of a population of 144 respondents from which a sample size of 105 respondents were selected, and a descriptive research design was used to collect data from 105 respondents using selfadministered questionnaires as the main data collection instrument. The leve of globalisation was generally high (average mean==2.85) which implied that Total petrol station in Kampala Central Uganda has established other production sites overseas, the level marketing strategies was rated high (mean== 2.90), which implied that Total petrol station in Kampala Central Uganda always apply flank attack strategies by attacking their opponents in the same geographical area, and the two variables are positive and significantly correlated ( r-value==.578 and sig==0.003), this means rejecting the null hypothesis that there was a significant relationship between globalisation and marketing strategies in Total petrol station limited. Arising from the findings, appropriate recommendations and areas of further research were made. Recommendations based on findings were that; Total petrol station should establish product plat foams in !ow cost countries where intermediate products are made into finished products at lower costs, should highly use internet which can help them reduce on the costs of transmitting their products, and always make sure that their pricing strategy covers all costs of production and this will help them increase on the level of profits.