Global Branding Strategies of Cadbury in International Business Report

This report investigates the role of global branding within international business, using Cadbury as a case study. It begins with an introduction outlining the research's overview, background, rationale, aims, objectives, and research questions, which focus on understanding global branding, its benefits for Cadbury, and its relationship to international business success. The report then reviews the relevant literature, defining global branding and exploring its impact on business expansion. The research methodology section details the use of a positivism philosophy, a descriptive research design, and a quantitative approach, employing a deductive approach for data analysis. Data collection involves both primary (questionnaires) and secondary (online sources) methods, with a probabilistic sampling method applied to a sample size of 10 Cadbury managers. The report aims to provide a comprehensive analysis of Cadbury's global branding strategies, including its benefits and impact on achieving success in international markets. The report also provides the references used in the assignment.

Global branding of product in
international business
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CONTENTS
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
Overview of research...................................................................................................................3
Background of research...............................................................................................................3
Rationale of study........................................................................................................................3
Research Aim: -...........................................................................................................................3
Research Objective: -...................................................................................................................3
Research questions.......................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
The concept of global branding of product..................................................................................3
The benefits that Cadbury get by performing global branding of its product.............................4
The relationship between global branding of product and achieving success within
international business...................................................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................4
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INTRODUCTION
Global branding is refers to the process of marketing a product or services over a same name
within several different countries along with similar type as well as centralised coordinating
marketing strategy. It mainly adopted by an organisation in order to expand its business while
taking the leverage of goodwill earned by its well-established brand in domestic market. The
global branding process proves to be very helpful from the companies that want to operate their
business internationally.
Overview of research
Background of research
Rationale of study
Research Aim: -
To investigate the role of global branding of product within international business. A Study on
Cadbury.
Research Objective: -
 To study about the concept of global branding of product.
 To determine the benefits that Cadbury get by performing global branding of its product.
 To ascertain the relationship between global branding of product and achieving success
within international business.
Research questions
 Explain about the concept of global branding of product?
 What are several benefits that Cadbury get by performing global branding of its product?
 To ascertain the relationship between global branding of product and achieving success
within international business.
CHAPTER 2: LITERATURE REVIEW
The concept of global branding of product
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The benefits that Cadbury get by performing global branding of its product
The relationship between global branding of product and achieving success within international
business.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is defined as that section of an investigation which present a detail
about set of methods or tools that are used by investigator to perform this investigation. It act as
a guideline for the investigator by directing them over the path that which set of methods,
approaches or philosophy must be consider to perform investigation effectively in line with the
research issue. The methods used for gathering, presenting and interpreting the information
within current study are mentioned below:
Research philosophy: - It is a set of belief or values that are considered to perform a
particular study. The philosophies are mainly considered as either interpretivism or positivism
within a study. But for performing current study positivism philosophy is consider to be more
suitable as it helps in presenting factual information gained through observation.
Research design: - It decided the pattern or structure that must be followed to present the
investigation effectively. Descriptive, explanatory, exploratory and experimental are the type of
research design. Among them the descriptive research design will be taken into consideration as
it help in presenting the information in detailed manner that remain easier to understand so
further conclusion can be extracted out of it.
Type of method: - The qualitative and quantitative are the two type of investigation which
are mainly consider by a scholar. Among them quantitative method of investigation is consider
to be more suitable for this study as it supports in collecting the numerical facts and figures on
behalf of which the information can be explained effectively. This also support in presenting the
data which is most accurate and help in concluding the outcome effectively.
Research approach: - It is basically that section of a research method that support in
analysing the gathered information in more effective manner. Inductive and deductive are the
major approaches that are used within an investigation. Among them deductive approach will be
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used within this study as it is most suitable for quantitative study. Other than this it support in
evaluating and analysing the quantified data appropriately that support the investigator in
concluding findings effectively.
Sources of data collection: - It is about the sources that are used for gathering the
information about the topic of concern or issues over which the study is conducted. Primary as
well as secondary are considered as two sources from where a researcher gather information.
Among them primary information is one which involve gathering of fresh and new information
by having direct interaction with people through questionnaire, interview, focus group etc. On
the other side, secondary information is known as data which is already exists and will be
gathered from published sources like books, journals, articles etc. for developing understanding
regarding current study. For performing this investigation both the methods will be used where
primary information will be gathered with the help of questionnaire and on other side secondary
information will be gathered using online sources like books, journals, articles.
Sampling: - It is considered as the process of selecting people out of population that belongs
to issues of a research in order to gathered information about the study. There are two type of
sampling methods that are used within an investigation such as probabilistic and non-
probabilistic manner. For performing this study the probabilistic sampling method will be used
as it avoid any kind of biasness from the investigator while choosing sample size as iot provide
equal opportunity to each individual for being selected on random basis. The sample size for this
study would be 10 manager of Cadbury.
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REFERENCES
Books & Journals
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