Global Marketing: Strategies for Introducing High Quality Coffee in the UK Market

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Running head: MARKETING
Global Marketing
Name
Institution
Author’s Note

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MARKETING
Executive Summary
This assignment will majorly deal with the Danes product, high quality coffee that will
majorly be sold in various market platforms that are known to be situated in the United
Kingdom. Moreover, quite a number of issues and parameters will therefore be analyzed in order
to ensure that the whole product gains popularity across different market segments thus making
sure that its sales are capable of moving towards the positive side of the bar.
Marketing selection and entry strategy
A more advanced form of marketing selection will be carried out alongside a reasonable
entry strategy to ensure that the whole product is capable of attaining various types’ goals across
the whole market (Batra & Keller, 2016). In order to come up with an appropriate market that is
more reliable, the marketing selection will be carried out on the basis of the market segment
within the region where the market segment that contains different types of customers who tend
to be having quite a number of characteristics will be given the first priority. This will ensure that
the whole product tries as much as possible to diversify across all the segments in order to ensure
that all their requirements are appropriately addressed. On the other hand, the marketing
selection connected to the product will also be carried out on the basis of the growth rate that is
likely to be shown by a specific target segment. Marketing of the product will be carried out
within a segment that has a higher growth rate since this is likely to make the entire product to
attain one of the most reputable and reasonable reputation so far in terms of the quality that it is
capable of presenting to different types of customers.
Entry strategy into the market is also an essential factor that is likely to determine the
level that the product is likely to be at in the coming future. One of the market entry strategies

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MARKETING
that will be used to deliver the entire product into the market of the UK is the use of direct
exportation where the whole product will be sold directly into the market that has been chosen
and is known to be having quite a number of consumer segments that are likely to benefit from
the product (Godey et la., 2016). Ones the establishment of a more advanced sales program has
been done, there will be the use of various sales agents together with distributers who will be
able to represent all the interests of the product that has been brought into the market through
direct exportation. On the other hand, another entry strategy in to the UK market is the use of
partnership. This is normally essential most so during an entry into the foreign markets, Since the
UK market consists of different cultures, it will be quite essential to combine with the local
partners who are capable of coming up with a local market knowledge, different types of
contacts and most so if it is chosen wisely, it is capable of capturing the attention of different
customers within that market (Hudson, Huang, Roth & Madden, 2016).
Competitive strategy
Developing an adequate and reliable competition strategy will be an important factor
during the entry into the UK market that is known to be having different types of businesses
targeting a particular combination of customers. As a result of this, the competitive strategy has
the potential of pushing the whole product towards the direction that is required for it to attain
different types of objectives that were documented at the initial stage (Erevelles, Fukawa &
Swayne, 2016). One of the major competitive strategies that will be fully implemented by the
product is the use of differentiation (Hofacker et al., 2016). As far as this strategy is concerned,
the whole business will try as much as possible to be unique in its industry (Birdi et al. 2016).
This will be alongside quite a number of dimensions specifically the ones that are highly valued
by different types of targeted customers across different levels in the UK market. As a result of