MRKT20057: Danes Coffee - UK Market Analysis and Entry Strategy Report

This report examines the market opportunities for Danes Coffee in the UK, focusing on strategic analysis and market entry. It begins with an introduction to the product and the UK market, followed by an environmental analysis considering economic, political, social, and technological factors. The report then details market selection and entry strategies, including direct exportation and partnerships, along with competitive strategies emphasizing differentiation and focus. Pricing strategies, such as market penetration and economy pricing, are also discussed. Furthermore, it explores promotion strategies like content marketing and social media, alongside distribution strategies using indirect channels. The conclusion provides recommendations to engage customers and implement strategies ethically. The report utilizes various academic references to support its analysis and recommendations, offering a comprehensive marketing plan for Danes Coffee in the UK.

Introduction
• Coming up with appropriate marketing strategies
enables a business to attain its goals
• There is the need to understand various
customers(Shankar et al., 2016)
• Understanding a given market determines the
entry strategies that will be used to release the
product
• There is also the need to have an understanding
of various consumer segments

Marketing selection strategy and entry
• An important foe of strategy
• Will be carried on the basis of market
segment
• Will rely of the growth rate of the whole
market segment
• Entry strategy will involve the use of direct
exportation

• Will be used to export goods directly to the
UK (Wedel & Kannan,2016)
• This will be connected to various sales agents
and distributers (Birkinshaw, Bresman &
Håkanson, 2016)
• They will be able to represent the interest of
the product (Birdi et al. 2016).
• The use of partnership is another entry strategy

Competitive strategy
• Makes the product to provide a stiff
competition (Mariani, Di Felice & Mura,
2016)
• The use of differentiation is the major
competitive strategy (Brewster, Wood &
Brookes, 2017)
• This aims towards making the entire
product to be very unique in the market

• The second competitive strategy will be
the use of focus
• Will involve the selection of a particular
point in the market platform
• Directs efforts of tailoring strategies
towards serving a particular targeted
segment

Pricing strategy
• Majorly deals with the pricing of the
product (Voorhees, Brady, Calantone &
Ramirez, 2016)
• Good price attracts the attention of
various customers
• The first pricing strategy is pricing for
market penetration strategy
• Attracts various buyers through the
implementation of low prices

• Draws the attention of customers from the
available market competitors(Katsikeas,
Morgan, Leonidou & Hult, 2016)
• The second pricing strategy is the economy
pricing
• Used to minimize the costs attached to
marketing and production
• Enables the product prices to be kept low

Promotion strategy
• Content marketing promotion strategy
• Aims towards driving more traffic
• Exploration of social media platform as a
marketing strategy (Onakpoya,Heneghan,
& Aronson, 2016)
• Works towards ensuring that skyrocket
engagement is fully obtained

Distribution strategy
• Majorly used to distribute the product
• The use of indirect distribution as a
strategy (Batra & Keller, 2016)
• The product will be able to reach the
consumers through various channels
• The product will originate from the
manufacturers

• The product will move to distributers
• It will then be taken to different types
of retailers (Godey et al., 2016)
• Retailers will make sure that the
whole product reaches the
customers(Hudson,Huang, Roth &
Madden, 2016)

Concluding recommendations
• There is the need to fully engage the customers
(Erevelles,Fukawa & Swayne, 2016).
• This will provide an opportunity to highlight
where problems are likely to emerge (Hofacker
et al., 2016)
• Implementing the above strategies is necessary
through the use of ethics (Järvinen, &
Taiminen, 2016)

References
• Batra, R., & Keller, K. L. (2016). Integrating marketing
communications: New findings, new lessons, and new ideas. Journal of
Marketing, 80(6), 122-145.
• Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer
analytics and the transformation of marketing. Journal of Business
Research, 69(2), 897-904.
• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G.,
Donvito, R., & Singh, R. (2016). Social media marketing efforts of
luxury brands: Influence on brand equity and consumer behavior. Journal of business
research, 69(12), 5833-5841.
• Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., &
Donaldson, J. (2016). Gamification and mobile marketing
ffectiveness. Journal of Interactive Marketing, 34, 25-36.