Global Branding Strategy of Organic Coffee in the UK

This report investigates the global branding strategy of organic coffee in the UK market, focusing on Nestle as a case study. It explores the health benefits and quality of organic coffee, identifies key factors driving its growth, and determines effective brand strategies to increase demand. The report includes a literature review, research background, aims and objectives, and a methodology section.

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Qualification Unit number and title
BTEC Level 5 HNC in Business (Pearson) Unit 11: Research
Project
Learni
ng
Outco
me
Learning Outcome Assessme
nt Criteria
In this assessment you will have the opportunity
to present evidence that shows you are able to:
Task
no.
Evidence
(Page no)
L O1
Examine
appropriate
research
methodologies and
approaches as part
of the research
process
P1 Produce a research proposal that clearly defines a
research question or hypothesis supported by a
literature review.
P2 Examine appropriate research methods and approaches
to primary and secondary research.
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methodology and make justifications for the choice of
methods selected based on philosophical/theoretical
frameworks.
D1 Critically evaluate research methodologies and
processes in application to a business research project
to justify chosen research methods and analysis.
LO2
Conduct and
analyse research
relevant for a
business research
project
P3 Conduct primary and secondary research using
appropriate methods for a business research project that
consider costs, access and ethical issues.
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findings and data.
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data collection and analysis.
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outcomes of a
research project
to identified
stakeholders
manner for the intended audience.
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intended audience demonstrating how outcomes meet
set research objectives.
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make valid, justified recommendations.
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Reflect on the
application of
research
methodologies and
concepts
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applied for meeting objectives of the business research
project.
P7 Consider alternative research methodologies and
lessons learnt in view of the outcomes.
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recommended actions for improvements and future
research considerations.
D3 Demonstrate reflection and engagement in the resource
process leading to recommended actions for future
improvement.
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RESEARCH PROJECT

Table of Contents
Chapter One: Introduction...............................................................................................................6
1.1 Research Background.......................................................................................................6
1.2 Research Aims & Objectives............................................................................................7
1.3 Conclusion........................................................................................................................7
Chapter Two: Literature Review.....................................................................................................8
2.1 Health benefits and quality of organic coffee...................................................................8
2.2 Key factors that drive growth of organic coffee...............................................................8
2.3 Global brand strategy that increase demand of organic coffee........................................9
2.4 Conclusion......................................................................................................................11
Chapter Three: Methodology.........................................................................................................11
3.1 Research methods...........................................................................................................11
3.2 Research Design.............................................................................................................11
3.2.1 Qualitative and Quantitative Design...........................................................................11
3.2.1.1 Sample Selection......................................................................................................12
3.2.1.2 Process of Data Collection & Analysis....................................................................12
3.2.1.3 Reliability, Validity & Ethics...................................................................................14
Chapter 4: Data Presentation, Analysis and Discussion................................................................16
4.1 Data presentation and analysis.......................................................................................16
4.2 Conclusion and Recommendations................................................................................22
Chapter 5: Research reflection.......................................................................................................23
5.1 Critical analysis of research methods used.....................................................................23
5.2 Critical analysis of alternative research methodologies.................................................24
REFERENCES..............................................................................................................................25

Topic: Global branding strategy of organic coffee in the UK.
Chapter One: Introduction
Global branding refers to act of the marketing service or goods under similar name in
many countries with same coordinated marketing strategies. This entails creating, examining and
executing the strategies which tailored to target market of brand. It is long term plan for
development of successful brand to attain particular objectives (De Mooij, 018). This report is
based on the global branding strategy of organic coffee in United Kingdom. In this regard,
present research seeks to investigate the global branding strategies for a particular product in UK
i.e. organic coffee. For this purpose, appropriate research methodologies is chosen to obtain
desired outcomes. This section of report includes different methods used for conducting primary
and secondary research. Questionnaire will be used for collecting reliable data about the topic. In
order to analysis appropriate information, thematic analysis will be used This present
investigation consists developing the aim and objectives clearly. There will be discussion about
different methodologies which help in conducting an investigation.
1.1 Research Background
Global branding means using the standardized global advertising and the marketing
strategies. It is mainly method of designing the global advertising to create product that
identified worldwide (Inês and et. al., 2019,). In order to market a specific product in a country,
it is essential for a company to develop global branding strategies. For this purpose, a firm needs
to prepare large budget,with introducing new communication technologies like social media, for
affordable campaigns. This would enable management of a firm to bring awareness of new
products to national and international customers (Chiang, 2018) . In context with beverage
market, before expecting to gain relevance, it is essential for companies that dealing in this
sector, to understand consumer behaviour. Global branding strategy refers to the concept of
overviewing business objectives, then develop, analyse as well as implement strategies, to tailor
the targeted market (Flick, 2015). Such strategies include positioning the brand, understand
customer behaviour, find good vendors and trade partners etc.
Coffee is one of most popular drink and on an average UK people drink approximately
95 million cups of the coffee per day. The people of United Kingdom are specialist coffee
roasters which focused on the organics. In UK, people prefer organic coffee and it is largest

consumer market for the coffee (Gallenti and et. al., 2016). As in UK, a number of companies
operating their business in this region, one of them is Nestle. It is a Swiss multinational food and
drink company that headquartered in Switzerland. It is one of the largest confectionery firm that
offers a wide range of products such as coffee and tea, chocolates, diary items and more (De
Mooij, 2018). But due to increase in competition in UK market, where a number of companies
operate at large level, like MARS, Cadbury and more, so, in order to gain competitive advantage,
Nestle seeks to offer organic coffee in this nation. As consuming coffee to offer organic coffee,
may impact on health of customers, because it contains small amount of additives, chemical
substances and pesticides. So, concerning towards health and nutritional benefits, offering
organic coffee that grown without usage of herbicides or any synthetic fertilizers, help in
positively influencing customers towards its benefits. Therefore, to increase robust growth rate in
UK region, a research is investigation as per basis of given aim and objectives.
1.2 Research Aims & Objectives
Aim: “To develop global branding strategies for driving growth of organic coffee in UK
market”. A case study on Nestle
Objectives
 To explore the health benefits and quality of organic coffee for consumer satisfaction.
 To identify key factors that drive growth of organic coffee for Nestle in UK market.
 To determine an effective global brand strategy for Nestle that increase demand of
organic coffee.
1.3 Conclusion
As coffee is considered as most commercialised and consumed beverage in the world,
therefore, offering organic coffee may lead to increase high growth of economy for a country. In
this regard, conducting study on how developing effective brand strategy helps beverage industry
in commercialising this product, more economically (Crane, Matten and Spence, 2019). This
would help in understanding on the way, strategies will lead to a firm on positioning its brand at
international marketplace.

Chapter Two: Literature Review
2.1 Health benefits and quality of organic coffee
According to the article given by Erica Kannall (2018), it has been evaluated that
drinking organic coffee helps people in reducing the risk of chronic disease, with increasing
lifespan. In production of organic coffee, pesticides and other synthetic fertilizers are not used,
that reduces the negative impact of same (What Are the Benefits of Organic Coffee
Consumption?, 2018). So, it makes production of coffee consider as free from chemical
contaminants, which would reduces side effects on labours and associated people. Along with
this, production of such commodity also certified by Government food agencies that might
slightly increases its cost, but proves beneficial for health (Burch, Goss and Lawrence, 2018).
Consumption of in-organic coffee that contains residue of chemicals and pesticides, may causes
disturbances in nervous system, hormonal imbalance, irritation of eyes and skin also (Kolk,
2013). So, taking organic coffee reduces such negative impact on health of people, it proves
beneficial for Nestle to offer this new product at UK marketplace. Coffee whether grown in
organic or conventional manner, has consists potential to provide health benefits, because it
contains antioxidant that helps for reducing oxidants and other toxics (Yamoah, 2014). Along
with this, antioxidants also reduces risks of cancer, stress level and reduces the inflammation
within body (Mighty, 2016). Furthermore, consuming coffee also aid to prevent occurrence of
diabetic issues by reducing the blood sugar levels. In such regards, if coffee manufactures in
organic manner, then it eliminates the residue of chemical fertilisers which left over in coffee-
beans due to usage of synthetic fertilisers.
2.2 Key factors that drive growth of organic coffee
As per views of Yamoah (2014), it has been identified that factors which act as key
drivers to support growth of organic coffee, is increasing demand of same in all over the world.
Increasing trends that drives the growth of coffee market includes rising demand to consume
organic coffee, increase awareness about health issues which may occur due to consumption of
in-organic coffee, this would grows popularity of organically prepared coffee-beans (Roast and
Ground Coffee Market - Trends and Forecasts by Technavio. 2017). So, concerning on these

trends of beverage market, many coffee manufacturers in UK and other countries, have started
capitalizing on growing desire of consumers for organic beverages which are environment-
friendly also. Organic coffee, due to free from chemicals, hormones, and synthetic fertilisers are
safer as well as nutritionally superior as compared to non-organic counterparts (Lee, Bonn and
Cho, 2015). So, this factor states that international ground and roast coffee market is expected to
grow gradually. Therefore, it is estimated that in future people will prefer to consume only
organically prepared coffee, which forecast the high growth demand and profitability of this
product. In context with UK market, it is also driven by increase demand for organic coffees with
availability of richness and good-quality, due to struggling with chronic health issues like
overweight, diabetes and more (Hajra, 2017). This would reflects that offering organic coffee in
such a market, where demand if much high will aid beverage industry to establish business more
economically.
2.3 Global brand strategy that increase demand of organic coffee
According to opinion of Leon Teeboom (2019) Developing the global brand means
entails, creating, examining and executing the strategies which tailored to target market of brand.
The global branding strategy encompasses the countries from various regions and its aim is to

co-ordinating marketing efforts of an organisation in market (Gallenti and et. al., 2016). In this,
for the brands seeking to be join new set of the international brands. In addition to this, Think
globally and act locally is popular strategy that becoming more relevant in globalised world
where there are not any boundaries when it comes to global marketing strategies (Kolk, 2013).
On the basis of ADAMS & RUSSELL (2018), Organic means anything that developed free from
the pesticides, chemical fertilisers and some other harmful chemicals. For the coffee, around
95% of beans have to growth in organic situations for it to be advertise. The organic coffee
market contains revenue, application, growth rate, regions and others (Mighty, 2016). The
organic coffee market is expected to have the high growth by forecast period because of rise
trend of organic coffee globally. According to people of UK that organic coffee is to be
perceived to better quality as comparison to the regular coffee. The global branding strategy of
organic coffee in UK is to provide the better quality of coffee to people which are chemical free.
For developing global strategies, it is essential for Nestle that deal in beverage industry to
focus on analysing the consumer behaviour (Yamoah, 2014). For this purpose, market
segmentation considered as the best strategy for increasing accessibility of organic coffee in
beverage market of UK. Through market segmentation, in terms of dairy, confectionery, cafe
restaurants, coffee based drinks and so on, demand of organic coffee can easily be analysed. As
consumers of UK are mostly concerned on origins of beverages and food products, before
consuming anything. So, bringing awareness among them about manufacturing process of
organic coffee, would help in influencing people more easily. This would also help respective
company in retaining coffee lovers towards this new product for long period of time (Burch,
Goss and Lawrence, 2018). It has also been analysed that people of UK and other developed
countries prefer to purchase or consume those products which are environment-friendly. So,
owing to this preference, developing global brand strategy as market segmentation will prove
beneficial to drive high success and growth in UK market.
Another main strategy that proves helpful for Nestle to introduce its coffee business in
beverage industry of UK, is to develop effective relationship with key players that operate in
same field (Crane, Matten and Spence, 2019). It includes Costa Coffee, Star-Bucks, Limitless
Coffee & Tea, Nestle and more. By merging and acquisition of business with such key players of
UK market, it becomes easy for companies to influence people towards organic coffee and gain
their loyalty for longer period.

2.4 Conclusion
It has been concluded from this literature review that for enhancing business in beverage
sector, if Nestle will offer organic coffee products then it would help in maintaining its
competitive position in respective field. For this purpose, through conducting market research it
can identify the demand of such products and willingness of people to get the same.
Chapter Three: Methodology
3.1 Research methods
Methodology of analysis is a method of collecting information or and data for decision
making purposes. It practice is carried out in order to global marketing strategies of the organic
coffee in UK market. This part of research needs to be carefully investigated that contributes to
gather information in accurate manner, with ethical consideration. The main purpose of
conducting research methodology is to identify the cause as well as effect of relationship
between factors on which outcomes of entire research is depended. Along with this, it also
justified why specific approaches and methods has been chosen by researchers for conducting
study on a chosen topic. Different approaches of research methodologies given below:
Research Methods: This part of research includes those methods and techniques which
are being used for performing research operations. Therefore, methods chosen for conducting a
study can be classified into three groups – methods for collecting information through various
internal and external sources; statistical techniques which will be used to establish relationship
among variables of research; and last one is techniques for evaluating the accuracy of outcomes.
3.2 Research Design
3.2.1 Qualitative and Quantitative Design
This describes as the method of research that focuses on quantifying issue through gathering the
numerical data on specific issues in order to turn them into meaningful statistics (Hajra, 2017).
This consists surveys, observation etc. Under this section, data which gives preferences to be
collected include market size, demographics and more, which persuade the business decisions.
Gathering such type of data also provides valuable data such as behaviour patterns, case studies
and user needs. Such types of data can be used for designing the product as per demand of
marketplace. It is a research method which gives perception into issues that can be used to

further develop ideas for the quantitative research. Group discussion Interview etc. are the
methods which used for data collection (Chiang, 2018). This type of research provides data
which can be expressed in numerical manner, such as descriptive statistics, inferential statistics
and more. So, it drives important facts about research data, such as preference of respondents,
difference between their opinion with justified reasons and more.
So, concerning on concepts of both types of research techniques, in this investigation,
qualitative data will be considered because it provides detailed information about specific area.
Along with this, applying this method will also lead to provide suggestions and opinion of
stakeholders of Nestle about ways to brand organic coffee in UK marketplace.
3.2.1.1 Sample Selection
There are mainly two types of sampling method which are probability and non-probability.
Both are consider main methods of sampling but according to the current study, probability
sampling will be follow (Mackey and Gass, 2015). By using this sampling, 50 respondents will
be taken into consideration. The chosen respondents are managers of company because they have
better understanding regarding strategies and operations of business. They have the enough
knowledge and understanding to give the answers of conducted survey. Main purpose behind
applying this tool is it not require more cost as well as time of researcher. Non-probability is
another method of sampling which is not appropriate according to the current investigation
because it require maximum sources of the business or researcher.
3.2.1.2 Process of Data Collection & Analysis
Primary and secondary are two different data collection methods which given below:
Primary data collection method- This works to collect that the researcher gathers
completely fresh. These kind of data collection method is reliable because they are first collected
through an investigator for first time (Kolk, 2013). Using this technique of data collection,
researchers of present study can obtain original information in terms of opinion and feedback of
Nestle's stakeholders. Through this process, appropriate suggestions for global branding
strategies can also be developed, for chosen company for marketing its organic coffee product.
Primary method of data collection will be used as developing questionnaire. For collecting data,
there are 20 respondents has been selected by using random data sampling method.

Secondary data collection method - This refers to the process of gathering information
from different sources such as magazines, documents, online data, etc. Secondary data collection
method is simpler to use as they are cost and time effective (Inês and et. al., 2019). Through
gathering different researcher's point of view that are available on journals and articles,
researchers can provide better suggestions for Nestle in developing its global branding strategy
to marketing its new product at UK marketplace.
Data collection: There are basically two kind of data collection method. It includes primary data
collection and secondary data collection, in order to gather primary information, questionnaire
will be apply. It is an useful instrument which helps in collection of primary and real data about
the global branding (McCusker and Gunaydin, 2015). On the other side, in order to collect
secondary information or data about the topic, different sources will be used which are books,
magazines, journals and many other articles relevant to the study. Under literature review
section, above discussed secondary sources have been used.
Questionnaire: It is consider primary source of data collection. By using this method,
some open-ended and close-ended questions will be prepared. Open-ended questions are
consider as an effective method of qualitative research. Close-ended questions are consider
important method of quantitative research. Qualitative and quantitative method of data collection
will be use as below:
Quantitative research (Close-ended questions)
QUESTIONNAIRE
Q1) Do you have knowledge about global branding?
a) Yes
b) No
Q2) What are the different global strategies that help in expansion of Nestle at global
level?
a) Borderless marketing
b) Internal hubs
c) Creating a strong and consistent brand culture
Q3) Does organic coffee is healthier for people health?
a) Yes
b) No

Q4) What are global branding strategy of organic coffee in the UK?
a) Good quality products
b) Focus on customer orientation
c) Quality based differentiation
Q5) Is global branding strategies helps Nestle in achievement of competitive advantages?
a) Yes
b) No
Q6) What are the challenges faced by Nestle while expansion of organic coffee in UK
market?
a) Operational risks with hiring staff
b) Local competition
c) Cultural Barrier
Qualitative Questions (Open-ended questions)
Q1) What are the best ways through which Nestle can expand its organic coffee in global
markets?
Q2) What are the best global branding strategy for Nestle in expansion of its organic
coffee within UK market?
Q3) According to you, what are the suitable ways must be used by Nestle to overcome
challenges present at global level
Q4) Does Global branding strategy support Nestle in maximisation of its sales.
3.2.1.3 Reliability, Validity & Ethics
Research is an effective way to collect information and services through using primary and
secondary data collection method. In this, investigators face some issues that are mentioned
below in regards to conduct research:
Time and Cost- This is main factor often faced by researchers. Investigators often don't have
time and money to do all the tasks properly. This is essential that that an investigators should
have sufficient time and money to disregard any complications before conducting a research

(Gioia, Corley and Hamilton, 2013). Along with this, for performing each activities of primary
and secondary research, appropriate amount of capital will be needed by researcher.
Access: It is also consider main method which is used by researcher for conducting primary
and secondary research in systematic manner. In this researcher has full access to collect primary
and secondary information from respondents (Green, Camilli and Elmore, 2012).
Ethical issues- Conducting a research in this is not an easier task as this includes the
difficult issues. Investigators sometimes search an unethical method of gathering information.
While conducting an investigation, this is essential for a researcher to follow ethical
considerations effectively (Kumar, 2019). In order to deal with ethical issues, there are certain
number of ethical consideration which are informed consent, respect for privacy, respect for
confidentiality respect for anonymity, beneficence and so on. These are effective ways which
heals researcher to overcome impact of ethical issues within research.

Chapter 4: Data Presentation, Analysis and Discussion
4.1 Data presentation and analysis
Thematic analysis introduces as an analytical tool which will be used by researcher for
analysing appropriate amount of data about the global branding. In this method, different themes
will be develop on each questions which support researcher to minutely and systematically
analysis information regarding the current topic (McCusker and Gunaydin, 2015).
THEME 1: Knowledge about global branding
Q1) Do you have knowledge about global branding? Frequency
a) Yes 40
b) No 10
Interpretation: Global branding is related to marketing product in same name in
different countries to use the effective marketing strategies. On the basis of 40 respondents that
they have the proper knowledge about the global branding. On the other hand, there are 10
respondents which have no knowledge regarding this.
THEME 2: Different global brand strategies that help in expansion brand
Q2) What are the different brand global strategies that help Nestle in
expansion at global level?
Frequency
a) Borderless marketing 20
b) Internal hubs 14
c) Creating a strong and consistent brand culture 16
Interpretation: As per opinion of 20 respondents that borderless marketing is one of the
effective global brand strategies and in this firms are forces to adopt the unified marketing
approach. There are 14 respondents which are agree with the internal hubs. On the basis of 16
respondents that to developing the strong brand culture is one of the most effective global brand
strategies because in this developing strong brand helps in making the business successful at

global level. Developing the strong brand image is not easy and required time commitment,
patience and handwork to develop an identify that will support time test mainly in the changing
society. To develop strong brand image, there will be requirement to an organisation to take
necessary steps such as define brand, write mission and visions, create identity, educate staff and
apply best fit prospects.
THEME 3: Organic coffee is healthier for people health
Q3) Does organic coffee is healthier for people health? Frequency
a) Yes 35
b) No 15
Interpretation: As per opinion of 35 respondents that the organic coffee is beneficial for
health of the people. It helps in boost immune system, minimize risk of the harmful chemical
ingestion. This coffee has been grown on the basis of organic farming techniques and standards.
On the other hand, there are 15 remaining respondents which are not agree with this.
THEME 4: Global branding strategy of organic coffee in the UK
Q4) What are global branding strategy of organic coffee in the UK? Frequency
a) Good quality products 20
b) Focus on customer orientation 15
c) Quality based differentiation 15
Interpretation: On the basis of 20 respondents that better global branding strategic of
organic coffee in UK is productivity the better quality items such as organic coffee which can
help to improve people health. There are 15 respondents and according to this focus on the
consumer orientation is one of the effective global brand strategy. 15 respondents are agree with
the quality based differentiation. The brand differentiation is necessary because it provides
reason to consumers to select brand over the others. It is one of the effective way to defending
the high price and permit organisation to compete in the areas other than costs. Though

implementing this strategy, Nestle company can promote its coffee in market of United
Kingdom. There are 10 remaining respondents which said that Nestle can communicate with the
consumers as better marketing strategy. Through this, it can connect with consumers and also
provide information regarding benefits of new products and features to consumers.
THEME 5: Global branding strategies helps Nestle in achievement of competitive
advantages
Q5) Is global branding strategies helps Nestle in achievement of
competitive advantages?
Frequency
a) Yes 40
b) No 10
Interpretation: From the above mentioned table, it has been concluded effectiveness of
global branding strategy for Nestle in achievement of competitive advantages. 40 out of 50
respondents said yes as global branding strategy is essential for company to gain competitive
advantages within given time duration. Remaining 10 respondents not have any idea about the
global branding strategies and its importance for company.
THEME 6: Challenges faced by Nestle while expansion of organic coffee in UK market
Q6) What are the challenges faced by Nestle while expansion of organic
coffee in UK market?
Frequency
a) Operational risks with hiring staff 15
b) Local competition 20
c) Cultural Barrier 15
Interpretation: According to the above given information, it has been interpreted
challenges or issues faced by Nestle while expansion of organic coffee in UK market. 15 out of
50 respondents have opinion as operational risk with hiring staff is major challenge that

negatively impact on business performance and growth of Nestle at global level. 20 respondents
have view as local competition is major challenge while Nestle expand their product which is
organic coffee in UK market. Remaining 15 respondents have opinion as cultural barrier is
biggest issue that have direct impact on business growth.
Qualitative Questions (Open-ended questions)
Q1) What are the best ways through which Nestle can expand its organic coffee in global
markets?
Ans: According to 30 managers, there are different ways through which company can easily
expand its product at UK market. Selling via overseas agents or distributors, Exporting direct to
international customers, joint venture etc. These are effective ways but according 20 remaining
respondents Nestle can use Selling via overseas agents or distributors is one of the best ways. It
will helps an organisation in development of its success and growth at UK market.
Q2) What are the best global branding strategy for Nestle in expansion of its organic
coffee within UK market?
Ans: 10 managers said that there are different global branding strategies which are good
quality products, focus on customer orientation and quality based differentiation. These are
effective but in case of Nestle, good product quality is best strategy. As it helps them in
maximising number of customers and also support company to gain competitive advantages
within given time duration. As per opinion of 40 managers that Good quality of products create
strong brand image and goodwill of company in marketplace and in customer's mind also.
Q3) According to you, what are the suitable ways must be used by Nestle to overcome
challenges present at global level?
Ans: On the basis of opinion of 25 managers that various suitable ways used by Nestle to
reduce challenges or issues present at global level while they expand their new product i.e.
organic coffee. In order to overcome challenges of communication and language barrier, Nestle
must be adopt to the environment and establish a go-to market strategy. 10 managers said that
local competition is another challenge and in order to overcome this, Nestle must analyse right
partner and build strong relationship with local business. 15 managers said that Operational
risks with hiring staff is another main challenge that have direct impact over business growth
and success of Nestle. To deal with this challenge, company must make sure their organic
coffee and hire talented people. As it support company in overcoming issues present at UK

market while they expand their product.
Q4) Does Global branding strategy support Nestle in maximisation of its sales?
Ans: On the basis of 30 managers that Global branding strategy is essential for Nestle in
maximisation of its sales and profitability. Good quality products will support business by
maximising number of customers and also assist them to achieve long term goals and objectives
within given time duration. Along with this, 20 managers said that better quality in Organic
coffee support Nestle to gain competitive benefits and accomplish their vision.
Research outcomes on the basis of secondary analysis
Research is creative and the systematic work that undertaken to enhance knowledge stock
consisting human, society and culture. Under this, research outcomes are based on the literature
review part that has been conducted on the basis of secondary research methods. It gives proper
explanation about the conclusion that derived from collecting an investigation effectively.
From the above discussion, it has been concluded that global marketing is an effective
way of marketing service or goods in other market by using same brand name effectively. In this,
global branding strategies are helpful in developing, measuring also executing the various
strategies which helps in tailored target market of particular brand. The global marketing strategy
is strategy that can encompasses the countries from various regions in world and its aim is to
coordinating efforts of an organisation in markets with countries. The Quality based
differentiation global marketing strategy is an effective way to improve brand image at global
level (Laroche and Teng, 2019). With the help of this, firm can able to gain the competitive
advantage. In order to make the brand global, firms use the standardised global advertising and
the marketing strategies in a significant manner. In addition to this, global marketing strategies
needs investment, resources, manpower, culture, etiquette etc.
Through the view point of Steenkamp (2019), on the basis of above information, it has
been concluded that people of UK drink almost 95 million coffee cups per day. Coffee industry
develops more than 210000 jobs to people. The global “Organic Coffee market” 2.19-2025 states
provides the comprehensive coverage of market across various market segments, restraints,
opportunities and key trends (Kolbl, Arslanagic-Kalajdzic and Diamantopoulos, 2019).
Organisation coffee market report mainly focus on business financials, expansion strategies etc.
Research outcomes on the basis of primary analysis

For launching any new product at existing marketplace, it is essential for any company to
make provide proper information to shareholders. This would help in getting their support for
betterment of business (Hunt, 2019). In context with Nestle, as it is facing a huge challenge in
beverage industry within UK, due to major brands of Cadbury, Mars and more. Therefore, it
going to be offer new product as organic coffee within UK market by targeting coffee lovers,
including health conscious people, especially those who are suffering from diabetic and other
chronic issues. In this regard, communicating this message to stakeholders and taking their
suggestions has helped Nestle to develop better branding strategies (Flick, 2015). As the main
stakeholders of respective company includes customers especially coffee lovers, employees,
investors and management team, therefore, to get their opinion, a questionnaire has been
prepared. Here, 50 respondents have been chosen randomly from stakeholders of Nestle and
through online channel, these questionnaire being fulfilled.
Through this process, it has been analysed that company’s stakeholders have much aware
about concept of branding strategies at international level. They have suggested that borderless
marketing and creation of strong brand portfolio will be the best branding strategies. This would
help Nestle in promoting and providing key message behind offering organic coffee that consist
a number of benefits for public health, due to eco-friendly manufacturing process. Furthermore,
people of UK are more health conscious due to increasing overweight and diabetic issues, they
also prefer to purchase those products which prepare in organic way. So, bringing awareness
among them about richness and best quality of organic coffee, by focusing on customer based
orientation will also help Nestle in differentiating its products from other beverage companies in
UK marketplace. Through primary research, it has also been observed that there are some factors
present that may create barriers in front of Nestle in accomplishment of its objectives. It includes
cultural barriers, operational risk by hiring new employees and local competition. For developing
strategies by which these major challenges can be handle, open ended questionnaire has been
prepared. So, it has been analysed that for reducing cultural barriers, go-to market strategy will
be considered as best option for respective firm. While to handle operational risk, adequate
training will help Nestle, to gain productive workforce by making employees familiar with new
working environment. Along with this, to overcome from local competition, developing
relationship with local distributors, will give opportunity to Nestle to offer its new product easily.

4.2 Conclusion and Recommendations
Conclusion
From the above mention information, it can be summarised that branding plays a crucial
role in encourage demand for the product or services offered by a particular company. This is so
because it supports in generating awareness about the offering of an organisation within the
customers so that they can differentiate the products from that of others which support in
forming up their purchasing decision and also help people in many different ways like making up
comparison, adopting best suitable product which worth and reasonable for them. By performing
investigation over the global branding strategies it has been identified hat majority of people
believes global branding consider to be most beneficial strategy as it supports1 the businesses in
brand expansion effectively while dealing with the competition present in order to achieve
sustainability at market place. Despite of this, majority of people are agreed with the fact that
global branding support an organisation to achieve competitive advantage in marketplace.
This is so because branding help a company in forming up its own unique identity within
marketplace which attract the customers toward it. Hence, it supports in capturing larger market
share and also contribute toward dealing with the strategies or challenges which are being
developed by the competitors within marketplace. Therefore, the expansion of organic coffee
within the UK market can be effective performed by making use of global marketing strategies
which help in expanding the brand in other country with the same brand name. The different
marketing strategies organic coffee that can be used within United Kingdom market are good
quality products, quality based differentiation and focus on customer orientation. By evaluating
this information, it has been found that the majority of people are in favour of good quality
product as it is one of the most crucial factor present in front of an organisation which support
them in differentiation its product on the basis of quality. It is so because, quality is considered to
be basic priority of consumer which contribute up to a great extend in forming up decision.
Recommendations
By performing investigation over expansion of product by Nestle to offer organic coffee
in UK market it has been determined that there are number of challenges that Nestle may face
while working in this area. Therefore, in order to position the organic coffee within the market of
UK in more effective manner it is required to deal with the challenges so that branding and

positioning of organic coffee can be performed in effective manner. For this it is suggested to
Nestle that,
 Nestle must perform consumer survey in order to determine the view point of targeted
market toward the organic coffee. This support in determining the future demand of the
product and also help in predicting the future performance in the market place. This
information support help in formulating effective strategy to perform operations with new
product toward success.
 Under this, company should adopt the quality based differentiation as global marketing
strategy because it helps in differentiate the product with the another company. It is one
of the effective way to attract as well as sustain the core consumers to Nestle company.
 Nestle must focuses toward hiring the employees that belong to UK which support in
understanding as well as integrating the culture within the organisation so that cultural
barrier can be removed.
Furthermore, Nestle also needs to conduct market segmentation, in order to distribute its organic
coffee in the area, where demand of such beverage is high. Along with this, market in which
competition is more high, also needs to be targeted because this would help in branding its new
product, as well as reach towards coffee lovers more easily.
Chapter 5: Research reflection
5.1 Critical analysis of research methods used
I go with different experiences while conduct this investigation on the global strategies of
organic coffee in United Kingdom. Some of them have raised level of my knowledge and skills,
while some of them demotivated me from this decline in my results. From this research, I get
knowledge regarding the organic coffee and different global strategies and other like learning
various languages, which is why I was studying to collect information from the authentic
sources. I faced a variety of issues like lack of funding and time, because the fund that I obtain is
not adequate to perform research properly and the time to complete project is also minimum. I
used primary and secondary data collection sources to allow me to obtain accurate information in
less time.
Therefore, an overall exploration work is focused on the information collected by the
investigator in this investigation work, data collection is a main consideration. Primary method

of data collection is better way to gather knowledge to obtain the ultimate outcomes. The
researcher uses the actual type of research project to gather the first-hand data, as this is better
method for gathering the wide range of information within a short period of time, thereby
making it additionally compelling to break down the viewpoint of people in a comparative study
area. For maintaining ethics in the research, while taking primary research, consent form has
been signed by all chosen respondents of Nestle’s stakeholders. Along with this, prior
information before taking their feedback also provided, so that they can aware about the purpose
of primary research. Furthermore, for accuracy of secondary research, data has been gathered
from authentic resources only. Thus, these processes have helped in collecting accurate and
relevant information for obtaining proper research outcomes.
5.2 Critical analysis of alternative research methodologies
Under this present investigation, interview is introduced as an alternative methodology
that will use in conducting the further investigate. In this research, questionnaire has been
developed as primary data collection source. It helps in collect the information from large
population. In questionnaire, different question has been developed through researcher as it aids
in provide effective information. In the questionnaire, different questions have been developed
on the basis of set objectives effectively. But there is a disadvantage of this investigation that
there is a chance of the dishonest answers and it does not provide the reliable information. There
is an issue of lack of personalisation. On the other hand, interview is an effective alternative
methodology as in this various number of the close- ended questions will be developed that aids
an investigator in identification of topic and know about opinion of respondents. In the interview,
there is two parties which are interviewer and interviewee. In this, interviewer asks some
questions from candidates and observe it. Under this, interviewer asks some questions from
candidate about the organic coffee, health benefits, global branding strategies and some other
related to the particular area. On the other hand, interview is helpful in obtain information
regarding personal perceptions, opinions and the feelings of respondents effectively. This
method is more costly and time taking.

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