Globalization and market strategies of multinational companies: a case study of total Kampala Uganda
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Date
2014-04
Authors
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Publisher
Kampala International University.College Of Economics and Management
Abstract
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.
Description
Research proposal submitted to college of Economics and Management in partial fulfilment of requirement for the award of bachelor's degree in International Business Administration of Kampala International University,
Keywords
Globalization, Market strategies, Companies, Uganda