The Glocal Marketing Strategies of Global Brands: Coca-Cola and McDonald’s

Changing lifestyles, economic facts, cultures in the world globalisation oriented. These changes can be described as Globalisation. Another factor affecting is developments information and communication technologies. With development of technology, between countries has strengthened. Depending on process Globalization also started. what reach desired quickly, selected country contacted soon. The story technology this context enabled many brands to unable fit into domestic market open up foreign market. opening markets become mandatory with In research, differences Globalisation glocalisation are discussed. context, research based motto Roland Robertson's theory glocalisation, "Think globally, act locally". global marketing strategies Coca Cola McDonald's companies, which among international that adopt mentioned earlier, analysed determine how they deliver messages apply. Quantitative examining data obtained accordance purpose research. Content analysis, one methods, was used. Text analysis essential elements semiotic method. method, connotations given while analysing text analysed. Every existing symbol a message it wants convey or convey, method enables emerge. Keywords: Globalization, Glocalization, Foreign markets, Marketing, Global