Global Business Aspects: Strategies for New London Cafe Expansion

This report examines the global business aspects of expanding a local company, New London Cafe, into the international market. It addresses key factors such as cultural impact, intellectual property rights, and market entry strategies. The report emphasizes the importance of understanding national cultures and adapting business functions to an international context. Various entry strategies, including direct exporting, licensing, and franchising, are assessed for their suitability for New London Cafe. The report concludes by recommending a global strategy focused on market expansion and increased production, highlighting the need for cultural awareness and customer-centric approaches to succeed in the competitive global market. Desklib provides access to similar assignments and study resources for students.

Global Business
Aspects

Table of Contents
INTRODUCTION ..........................................................................................................................2
TASK 2............................................................................................................................................3
an introduction of the local company and its current market......................................................3
protecting Intellectual Property Rights in a globalised economy...............................................3
managing business functions in an international context............................................................4
The impact of national cultures in international markets............................................................4
an assessment of entry strategies in international markets..........................................................5
an assessment of appropriate global strategy for the local company..........................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Businesses who seeks to find way to introduced their business in international market together
with its expansion required to address many factors and marketing strategies. The most important
factors needs to address is the culture of the country and requirement of the customers. There is
external environment which is related to the unit of working business enterprises. Therefore it
very important for any local enterprises update with the several external factors which require to
meed in order to expand business at international level. This report will address various factors
about the local enterprises that is (New London Cafe) and market strategies and impact of culture
on the local business when finds its way to international market.
TASK 2
an introduction of the local company and its current market
The company mentioned under this report is the cafe which is located in the streets of London
titled as the New London Cafe. This cafe is a local cafe which has become popular for its
beverages and the food products. The company has varieties of offers in its menu list such as
different types of coffee, pizzas, burger, rolls and many more eatables products. Considering the
popularity and reputation of the cafe in the locality it seeks to expand its business in the
international market in order to give competition to the other exiting similar
businesses(Alva2018). The most popular product of the London Cafe is its coffee which makes it
different and popular. There is way open for this cafe to extend its product and service into
international market which will give international recognition and more profit.
protecting Intellectual Property Rights in a globalised economy
Now a days there is a high trend in protecting intellectual properties considering the competition
and many disputes arising due Intellectual properties. Protected invention relies on data. Data
denotes the information which shows the market trend and which is useful for every businesses.
Trade mark, copyright etc. is the most common examples of the intellectual properties. Every
authentic data which is made available in form of information on the different platform are
subject to conditions of copyrights. Unauthorised of such data by others may be a breach of
condition or misappropriation of information(Bhat2018). It has been seen that academic content
which is original but which can be replicated or exploited by others. Sometime, secret

components like market lead times, marketing, advertising or manufacturing information in the
form of data are at risk(Angulo-Ruiz2018). Therefore to prevent the theft or misuse of such data
it is essential to licence the it which gives the legal status and sole right over the information.
managing business functions in an international context
There are several crucial role which the company has to manage within the business with the
view to expand its business in the international market. Following are the ways and characteristic
which are required to be considered by the company to conduct its operations.
 Marketing Team: for any business it requires man power to run its daily affairs,
similarly for its promotion expert and productive team is required to promote business.
Promotion is the first step which needs to be done with proper assistance in order to
expand the business in the international market(Pergelova 2018).
 HR Role: the work of HR is very important it plays very important role in business
internal matters. Therefore, for any company HR executives should be well trained and
professional . They reflects the reputation of the company or it can be said that they are
the face of the company. Operation Team: team work is often seem to be very effective and less time consuming.
Likewise , the London Cafe Needs to assemble team of active people who are dedicated
and committed towards the goal of the business(Wei2018).
The impact of national cultures in international markets
National culture in international market is the unique and effective way to promote local culture
and product. There are instances of cultural influence on the entire society. According to
'Francis Fukuyama', the most significant area of present day life wherein culture practices an
immediate effect on home -grown prosperity and global request is the economy. It is the truth of
life that monetary evolution has played a major role in the life of the people, it has created class
system and deeply connected with the social and political life. The effect of diverse culture on
the global business may be found or common in global organisation as cultural influences HRM.
The impact of cultural can be track down as its basis is its value, usage , conduct. The
fundamental outline about culture is how society categorise. Societies are not uniform because
each culture has a sub culture(Coeurderoy2020). With time and circumstances society develops
and evolve. There are many examples of cultural influence such as India, it has most diverse
culture than any other country and people across the world loves to visit and understand its

culture and because of its vibrant culture India is most recognised and popular at the
international platform. However, social legacy and its understanding are highly individual, so
there is rare that two individuals from same state will able to act in comparative
manner(Gurău2018).
Partition of social issues from monetary and political is perplexing as every one of the three
elements connect to impact perspectives and convictions. Characterizing the level of contrasts
between societies isn't direct on the grounds that acknowledgement of contrasts is an emotional
Segmentation of social issues from pecuniary and political is unclear as every one of the three
elements associate to impact perspectives and convictions. Characterizing the level of contrasts
between societies isn't direct on the grounds that acknowledgement of contrasts is an emotional
issue. As the level of worldwide exchange and travel increments societies become increasingly
related and the social dissemination might change the meaning of public societies issue. As the
degree of global exchange and travel increments societies become progressively related and the
social diffusion might change the meaning of public societies(Dana2018).
an assessment of entry strategies in international markets
There are many ways by which a business can enter into foreign market. There are various
strategies running in the global market for doing business out of which very operates in the
global market. The planning of straight exporting can be the most accurate planning for its
foundation in the market when it is required to set up a joint company and in other way they are
required to have a hold of licence for the process of production(Zhi2021). There are many factors
that attract the choice of strategy in consideration with no limits to tariff rates, implementation
degrees which are required for needs of transportation and marketing. It is further expected to see
a rise in sale which will in turn offset the prices. There are many ways of planning which leads to
major entry options are as follows:-
Direct exporting - It refers to direct selling of products into the market which they have
selected for utilising the resources in the first instance. Once a sales program is introduced by
company then it looks forward to turn to agents and its viewers for sale of its products.
Licensing - It is very detailed, documented and authorised structure where the rights of the
company are transferred for the legal use of goods and services to other company. It is very
specified strategy for the holders of the license which is the licensee, to have a huge market share
in the market for the protection of its use of such goods and services.

Franchising – Such type of business works well when there is similar business model that canj
be simply changed into another market. They are mainly required for utilising the franchise
model. The business model should be very specific and hold a powerful brand recognition in its
initial stage that can be utilized globally and there may also be rivalry in the future in relation to
the business(Pietilä2020).
an assessment of appropriate global strategy for the local company
There are many global strategies running for a company in order to gain an outer look on the
international market. It is therefore suggested that if New London Cafe lays its focus in adopting
the global strategy by expanding the market in order to increase its market share by increasing
the manufacturing of products into developing products so that company can focus on global
strategy(Singh 2022).
CONCLUSION
From the above report it is concluded that, there are many factors that are required to be
addressed by the organisations for expanding its market in international countries. These
marketing strategies form as way of entry into the international market which should be adopted
by the New London cafe. This cafe should then lay its focus on increasing the market value by
smart way of doing its business in the global market. They should also be aware about the culture
of the country in order to shift its focus on the requirement of customers which will in turn
expand the business in international market. There are also various functions that are required to
be followed by the cafe for increasing its market share and also competing well with advantage
in the competitive market.
REFERENCES
Books and Journals
Alva, H. and Bhat, S., 2018. Accenture–Understanding Sustainable Business
Strategies. International Journal of Case Studies in Business, IT and Education
(IJCSBE), 2(1), pp.54-63.
Angulo-Ruiz, F., Pergelova, A. and Wei, W.X., 2018. How does home government influence the
internationalization of emerging market firms? The mediating role of strategic intents to
internationalize. International Journal of Emerging Markets.
Coeurderoy, R., 2020. The new global road map: Enduring strategies in turbulent times.
Ghauri, P.N., 2018. Multinational enterprises and sustainable development in emerging markets.
In Global Phenomena and Social Sciences (pp. 21-36). Springer, Cham.

Gurău, C. and Dana, L.P., 2018. Environmentally-driven community entrepreneurship: Mapping
the link between natural environment, local community and
entrepreneurship. Technological Forecasting and Social Change, 129, pp.221-231.
Pietilä, T., 2020. Bianca Murillo, Market Encounters: consumer cultures in twentieth-century
Ghana. Athens OH: Ohio University Press (hb US32. 95–978 0 8214 2289 2). 2017,
vii+ 248 pp. Africa, 90(4), pp.802-803.
Singh, M., 2022. Licensing of standard essential patents in a developing economy: an Indian
perspective. Queen Mary Journal of Intellectual Property, 12(1), pp.88-109.
Zhi, T., 2021. Power-Knowledge Theory in Intellectual Property Law. Wash. U. Jurisprudence
Rev., 14, p.279.