Globalisation And Market Strategies Of Multinational Companies: Acase Study Of Total Kampala Uganda

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.