This essay has two parts: Part 1: Critical Review of Relevant Literature 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 these different strategic approaches in Global Marketing Part 2: Apply the Knowledge you Gained in the Literature Review by Analysing 2 Global Companies and how They use a “Glocal” Marketing Programme (Marketing Mix) -Choose two global companies (recommended: from the same industry) -Analyse the extent to which 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. TIPS: -You are expected to use secondary sources both academic and industrial such as the business press, online industry reports, global databases and journal articles to answer the essay question. -Put the analysis of the two companies’ marketing mixes in the same dot plot table to make the comparison as strong as possible. -Even though this coursework is in essay format you can use headings to structure the analysis. -No executive summary is needed. -It is recommended to choose two companies from the same industry. (I was thinking of food industry) -Deep and wide reading is essential for this essay. Use in-text Harvard reference style. Suggested Form of the Essay: Introduction Part 1: Literature Review Part 2: Analysis of the Marketing Mix of 2 Global Companies Based on your Literature Review Conclusion Bibliography