Cadbury's Global Branding and International Business Strategy Analysis

This report provides a comprehensive literature review on the global branding strategy of Cadbury within the context of international business. It explores the use of inductive and deductive approaches in research, with a focus on quantitative methods for analyzing marketing data across different countries. The report examines the benefits of global branding, including standardized marketing strategies and increased brand awareness. It delves into the research methodology, including data collection from primary and secondary sources such as questionnaires, online articles, and academic journals. The study aims to determine the importance of global branding for Cadbury's success in international markets and assesses its impact on brand consistency and messaging. The research methodology section details the research philosophy (positivism), research design (descriptive, exploratory), and sampling methods (probabilistic sampling of Cadbury marketing managers). The report also highlights the rationale of the study, emphasizing the importance of adapting products to local markets and the role of global branding in achieving organizational success. The report examines the importance of global branding for Cadbury's international success, including the need for the company to represent its message effectively and how global branding plays a vital role in increasing its brand awareness among its customer base.

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Global Branding of product in International Business

Research approach: - Inductive and deductive are the major approaches that
are used within an investigation. Among them deductive approach will be used
within this study as it is most suitable for quantitative study (Mzi, 2017). Other
than this it supports in evaluating and analysing the quantified data appropriately
that support the investigator in concluding findings effectively.
Sources of data collection: - Primary as well as secondary are considered as
two sources from where a researcher gather information. 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 where data will be collected by assessing the
articles about the globalisation and about Cadbury related with the study area.
Other than this certain books and journals will also be consider to provide the
theoretical understanding of the research topic (Mackey and Gass, 2015). The
secondary data will be gathered as it helps in developing an understanding
regarding research topic which is previously found by other scholar and with the
help of this understanding a direction to primary research can be provided.
Sampling: - 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 where the sample size
for this study would be 10 managers of Cadbury of marketing department as they
have through understanding about the practices to be performed in best possible
manner for performing global branding of product (Omland and Thapa, 2017).
Only 10 managers are selected who are having years of experience, so that data
from few people will help in providing the appropriate conclusion as per their
experience in this area.
REFERENCES
Books & Journals
Wiek, A. and Lang, D. J., 2016. Transformational sustainability research methodology.
In Sustainability science (pp. 31-41). Springer, Dordrecht.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Omland, H.O. and Thapa, D., 2017, May. Methodological approach for identifying
mechanisms in ICT4D: A critical realism perspective. In International Conference on
Social Implications of Computers in Developing Countries (pp. 182-193). Springer,
Cham.
Mzi, Y., 2017. Teaching Research Methodology in EFL Classrooms: Bridging the Gap
between Design and Delivery.
Cavusgil, S.T., and et. al., 2014. International business. Pearson Australia.
Winit, W. and et. al., 2014. Global vs local brands: how home country bias and price
differences impact brand evaluations. International Marketing Review.
Buckley, P.J., 2014. International integration and coordination in the global factory.
In The multinational enterprise and the emergence of the global factory (pp. 3-19).
Palgrave Macmillan, London.
Seyedghorban, Z., Matanda, M.J. and LaPlaca, P., 2016. Advancing theory and
knowledge in the business-to-business branding literature. Journal of Business
Research, 69(8), pp.2664-2677.
Online
Teeboom. L., 2019. The Advantages of Global Branding and Advertising. [Online]
Available through: < https://smallbusiness.chron.com/advantages-global-branding-
advertising-18190.html>.
Paimar. J., 2019. The Advantages of Global Branding and Advertising. [Online]
Available through: < https://yourbusiness.azcentral.com/advantages-global-branding-
Rationale of study
The main purpose behind conducting this study is that researcher wants to
determine the role that global branding plays for an international business. With
this study the investigator will throw light over the importance pf global
branding for a business to ensure smooth execution of business practices at
global market (Winit and et. al., 2014). This in turn further help in determining
the challenges to which an organisation go through which entering in global
market and how the global brand act as a factor to reduce the intensity of these
challenges and make the business run appropriately.
Research Aim: -
To investigate about the role global branding of product for achieving success
within international business.
Research Objective: -
 To explore about the notion of global branding of product.
 To determine the importance of global branding in success of an
organisation.
 To ascertain the several strategies associated with global branding
product that contribute in its success at international market.
Research questions
 Critically evaluate the importance of global branding of product for
achieving success within international business?
INTRODUCTION
Overview of research
The global brandings is consider as one of the most widely adopted method for
expanding business at international level. By marketing a brand at global level, it
become easier for a company to start operating its business at international
marketplace. Despite of this there are number of benefit an organisation get by
adopting the global branding strategy (Seyedghorban, Matanda and LaPlaca, 2016).
This mainly includes improvement of effectiveness of product or services offered
by company as by entering into globally market they become able to develop
understanding regarding several different improvements that can be made over
current offering (Cavusgil and et. al., 2014).
Background of research
Global branding is considered to be a most important thing for the company which
is operating at a global scale. This support in growth as success of a business as
when a company operates with same brand name globally then it became easier for
the company to increase its brand awareness among customer base more largely
(Buckley, 2014). For determining the role of global branding for a international
business this study is conducted.
CHAPTER 2: LITERATURE REVIEW
The concept of global branding of product
According to the view point of Leon Teeboom, 2019, global branding is
defined as the act of marketing of product or services under a single brand name
within several countries along with similar kind of marketing strategy which is
centrally coordinated. In other words it can be said that offering product or services
whose strategy, marketing, positioning, feel and look are mainly remain similar
from country to country. It mainly about creating a standardized global marketing
strategy in order to present market with a particular product or services that get
recognized worldwide, regardless of any content, nation or region where it is
marketed.
The benefits that Cadbury get by through global branding of its product
According to John Palmer, 2019, global branding involves a process of
creating brand consistency and messaging in countries throughout the world. By
doing so there are number of benefit that an organisation gets. This mainly
includes, consistency in messaging and branding which means that if an
organisation wants to perform well then it must represent same message and
impression no matter to the area a customer mainly belongs. This help in ensuring
that each individual are getting approached with a single strategy which never let
the concentration of brand to get diverted.
Ways in which global branding of product support Cadbury in achieving success
within international business.
According to the view point of Buckley, P. J., 2014, Global branding is a
medium through which an organisation get a chance to reach over a international
platform with the current strategies or approaches that remain known. This make it
easier to operate these operations at global level effectively. Several strategies for
Other than this by adopting global strategy it become possible for an
organisation to enhance its business operations effectively. This is so because by
promoting a product at global market, an organisation come into contact with
several improvement that they could made to their product in order to alter them
as per the demand of customers. For example, to achieve sustainability within a
host country an organisation alter its product as per the taste and preference of
customers and also found new ways of improving the product which in turn help
in gaining the customer acceptance that leads to organisational success at global
market.
CHAPTER 3: RESEARCH METHODOLOGY
Research philosophy: - 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 and quantitative information which help in providing the outcome of
investigation in more accurate and reliable manner (Wiek and Lang, 2016).
Research design: - 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