MRKT20057 Global Marketing: Danes Coffee UK Market Analysis

This report provides a comprehensive analysis of Danes Coffee's potential market entry into the United Kingdom. It begins with an executive summary and then delves into the core elements of a successful global marketing strategy. The report outlines market selection and entry strategies, emphasizing direct exportation and partnerships to navigate the UK market's cultural nuances. It details competitive strategies, focusing on differentiation and market focus to gain a unique position. Pricing strategies, including market penetration and economy pricing, are explored to attract customers and minimize costs. Promotion strategies such as content marketing and social media engagement are recommended to boost brand visibility. Distribution strategies, specifically indirect distribution, are proposed to ensure product accessibility. The report concludes with recommendations for implementation, emphasizing customer relationships and continuous market analysis. The analysis is supported by a range of academic references to substantiate the proposed strategies.

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

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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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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

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coming up with a unique strategy connected to the product, this will make it to stand on its own
thus giving the customers an easy time to carry out their purchase without any confusions from
several other products that might be existing within the market (Mariani, Felice & Mura, 2016).
Additionally, another competitive strategy will be the use of focus. Normally, the generic
strategy that is associated with focus tends to rest on the whole choice of a particular narrow
competitive scope that is found within a given industry. At this point, the entire segment will
majorly select a particular point in the market platform and then trying as much as possible to
tailor its strategy towards serving them appropriately to the exclusion of the remaining ones
(Onakpoya, Heneghan & Aronson, 2016).
Pricing strategy
Pricing strategy will also be an important factor to be looked into when dealing with the
introduction of this product into the UK market. Developing a good pricing strategy will make
sure that the attention of a good percentage of customer segment are appropriately captured in
order to prevent them from buying several other products within the market that are likely to
offer competition (Shankar et al., 2016). One of the major pricing strategy that will act as a major
pillar for the product is the pricing for market penetration strategy that will majorly aim towards
attracting a wide variety of buyers by trying as much as possible to offer them low prices in
relation to the product that will be of much benefit to the (Birkinshaw, Bresman & Håkanson,
2016). Basically, this will help to draw the attention of various customers from the competitors
that tend to inhibit different locations within the market (Brewster, Wood & Brookes, 2017).
Additionally, another pricing strategy is the economy pricing that will be majorly used to
minimize all the costs that are fully attached to marketing and production with an intention of
making sure that the product prices are kept low as much as possible (Katsikeas, Morgan,

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Leonidou & Hult, 2016). Due to this, the targeted customer segments will be able to purchase the
product without developing any frills due to various factors (Järvinen & Taiminen, 2016).
Promotion strategy
It will also be of much importance to come up with a reasonable combination of
promotion strategy of the high quality coffee product since by doing this, quite a number of
advantages are likely to emerge at the current situation or even in the coming future. The first
promotional strategy that will be used on behalf of the high quality coffee product is the use of
content marketing that will majorly be directed towards the side of driving more traffic. Content
marketing is among the most famous type of marketing strategies in this current society
(Voorhees, Brady, Calantone & Ramirez, 2016). Through the use of a little effort, the whole
business will be able to develop an appropriate time to share quite a number of contents with all
the targeted audiences thereby making it to grow higher and higher in terms of its popularity
across the whole market region. On the other hand, another marketing strategy will be the
exploration of the social media platforms in order to ensure that a skyrocket engagement is fully
obtained. This is because each and every social media is known to be having different type of
audiences thus making their usage to be more fun.
Distribution strategy
Is will be quite essential to develop a useful and reasonable distribution strategy that will
be used in the movement of the products from one place to another that making sure that the
targeted consumer segments are not able to experience difficulties in terms of locating some of

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the exact areas where they can obtain the products with a lot of ease. One of the first distribution
strategies that will be used to occupy the UK market is the use of indirect distribution where the
whole product will be able to reach the consumers through quite a number of channels that will
be implemented in between (Wedel & Kannan, 2016). As a result of this, the product will come
from the manufacturer directly to the distributers who are located in different places within the
UK, after that, the next point of distribution will be to the retailer and finally scaling it down to
the customers irrespective of their distance of separation.
Concluding recommendations
Appropriately implementing the above strategies according to what is required by the rule
of ethics will make sure that the whole product serves it best purpose to the targeted customer
segments by providing them with reliable services that are of high quality and are capable of
lasting longer to serve the intended purpose without developing any worries. Moreover, there
will be the need to have a close positive relationship with the entire customer segments to make
sure that all the problems they are capable of rising are well addressed within the shortest time
possible since this is the only major way that the bond existing between them and the product
can be strengthened on a daily basis. On the other hand, it will also be of much importance to
listen to their perceptions in relation to quite a number of products that are likely to offer
competition to this high quality coffee product thus making it easier to appropriately identify
some of the areas where issues where problems are capable of emerging.

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References
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(2016). The impact of human resource and operational management practices on
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