STUDENT NAME: Manmeet Singh

STUDENT ID: 101421993

COURSE NAME: Global Trade Assessment

COURSE CODE: MGMT1035

PROFESSOR NAME: Muhammad Munim

DATE: Jan 31.2024

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Northern Brews’ international market expansion into the United Kingdom

TABLE OF CONTENTS
 Introduction

 Define research objectives

 Create a research brief

 Outline resources

 Conclusion

 references
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Northern Brews’ international market expansion into the United Kingdom

INTRODUCTION
In this modern scenario of globalized market, Northern Brews which is a renowned Canadian

coffee brand known for its high-quality, ethically sourced coffee, is considering venturing

into the United Kingdom’s thriving coffee scene.

With a well-established presence in the Canadian market, Northern Brews is now embarking

on an exciting venture across the Atlantic to introduce its premium coffee products to the

United Kingdom. The United Kingdom, renowned for its thriving coffee culture and diverse

consumer base, presents a promising opportunity for Northern Brews to expand into the

international market. This research brief serves as a vital roadmap for Northern Brews'

aspirations of international expansion, aiming to provide key insights into market dynamics,

cultural intricacies, regulatory requirements, and the competitive landscape. The overarching

objective is to ensure that Northern Brews' premium coffee offerings find a warm and

lucrative reception in the cups of the United Kingdom, thereby enhancing the brand's global

presence.
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Northern Brews’ international market expansion into the United Kingdom
RESEARCH OBJECTIVES

Our main goal is to figure out how well Northern Brews' coffee products can do in the United

Kingdom. We want to know if people there want our coffee, if there's a chance for our

business to grow, and who our potential customers might be. We also want to understand the

challenges and opportunities of entering the UK market, like dealing with competitors,

understanding rules and regulations, and considering the cultural differences that could affect

how we enter the market. By setting these goals, we're making a clear plan for our research.

This way, we can get the information we need to make smart choices about how Northern

Brews expands internationally.

REASONS FOR CHOOSING UNITED KINGDOM

There are several strong reasons why we've chosen the United Kingdom as the target market

for Northern Brews' international expansion:

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Northern Brews’ international market expansion into the United Kingdom
Thriving Coffee Culture: The UK has a lively coffee culture, with a significant part of its

population making coffee a daily habit. The growing demand for high-quality coffee

products creates an appealing market opportunity.

 Economic Stability: The UK's stable economy makes it an ideal place for business

expansion. A strong economy means people have more money to spend, increasing

the potential for premium coffee sales.

 Common Language: English is the primary language in both Canada and the UK. This

common language makes it easier for Northern Brews to communicate and enter the

market, reducing language-related barriers in marketing and branding.

 Trade Relations: Canada and the UK have a long history of strong trade relations.

This facilitates the export of Canadian products, including premium coffee. Existing

trade agreements and established supply chains streamline the export process.

 Market Research Insights: Initial research shows untapped potential in the UK market

for high-quality Canadian coffee products. This aligns with Northern Brews'

commitment to ethical sourcing and premium quality, which can resonate with UK

consumers.

 Geographic Proximity: The relatively short distance between Canada and the UK

simplifies the logistics of product distribution. This reduces transportation costs and

ensures fresher products for consumers.

 Potential for Growth: With changing consumer preferences favoring premium coffee

experiences, Northern Brews has this opportunity to establish a strong presence and

expand within the UK market.

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Northern Brews’ international market expansion into the United Kingdom
PERSONAL BIAS ACKNOWLEDGEMENT

It is essential to acknowledge that I hold a personal bias toward Northern Brews'

products, primarily due to their Canadian origin. This bias could potentially influence

my assessment of the market potential for Northern Brews' coffee products in the

United Kingdom. To ensure the objectivity and integrity of our research, steps will be

taken to minimize the impact of this bias. These steps may include involving multiple

researchers with diverse perspectives, utilizing rigorous research methodologies, and

subjecting our findings to critical peer review. The goal is to provide an impartial and

balanced evaluation of the market, independent of personal preferences, to guide

Northern Brews' international expansion strategy effectively.

RESEARCH BRIEF

ORGANIZATIONAL BACKGROUND: Northern Brews is a renowned Canadian coffee

brand celebrated for its

unwavering commitment to

sourcing ethically and

delivering high-quality coffee

beans to its loyal customer

base. Established with a

strong foothold in the

Canadian market, Northern Brews now sets its sights on a bolder aspiration: expanding its

global presence.

BUSINESS OPPORTUNITY BACKGROUND: In a world where coffee consumption

transcends mere habit and evolves into a sensory experience, Northern Brews contemplates a
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Northern Brews’ international market expansion into the United Kingdom
pivotal move across the Atlantic to introduce its premium coffee products to the discerning

palates of the United Kingdom. The backdrop is set by the United Kingdom's burgeoning

coffee culture, where demand for premium coffee experiences is on a steady rise. For

Northern Brews, this presents a compelling opportunity to embrace international expansion

and become a prominent player in one of the world's most dynamic coffee markets.

THE REASONS FOR RESEARCH

 Strategic Global Expansion:

 Northern Brews aims to grow globally and increase revenue strategically.

 Targeting the UK Market:

 Identifying a favorable opportunity to sell premium coffee in the United

Kingdom due to a demand for high-quality coffee.

 Understanding Customer Preferences:

 Researching UK customers' preferences and coffee-buying habits to tailor

Northern Brews' offerings accordingly.

 Analyzing UK Competition:

 Assessing the strengths, weaknesses, and opportunities of competitors in the

UK market to make informed strategic decisions.

 Navigating Regulatory Landscape:

 Emphasizing the importance of understanding and adhering to UK regulations

for a smooth market entry process.

 Cultural Adaptation:
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Northern Brews’ international market expansion into the United Kingdom
 Adjusting Northern Brews' brand and products to align with the cultural

preferences of UK consumers.

 Diversifying Revenue Streams:

 Expanding into the UK market to diversify revenue streams and reduce

dependence on the domestic market.

 Pursuing Profitable Growth:

 Identifying growth opportunities and developing a market entry strategy to

ensure profitable expansion.

 Mitigating Risks:

 Conducting thorough research to anticipate and minimize risks associated with

international expansion.

 Building Global Brand Presence:

 Aspiring to be recognized worldwide for offering high-quality, ethically

sourced coffee.

ACTIONS TO BE TAKEN WITH THE RESEARCH

To make Northern Brews successful in selling coffee in the United Kingdom, we will do

some important things based on our research. First, we will study the market very well to

understand what UK customers like and want. This will help us make the right products that

people will enjoy. At the same time, we will find partners to help us distribute our coffee, and

we will look at different ways to enter the market to find the best one. We will also check the

rules and cultural things that affect how we sell in the UK, so we follow the laws and match

what people there like. Finally, all this research will help us make a detailed plan, including
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Northern Brews’ international market expansion into the United Kingdom
the steps we need to take, when we need to do them, and how much money we will need.

This plan is essential for us to introduce Northern Brews' premium coffee successfully in the

UK. These steps are like a guide for our expansion strategy, using good research to take

advantage of opportunities and avoid problems.

DEADLINE

The research is scheduled to be finalized within a six-month timeframe, with the final report

and recommendations set to be submitted by July 1, 2024. Adherence to this deadline is

essential to ensure timely decision-making and market entry planning.

ESTIMATED BUDGET

The anticipated budget allocated for this research initiative amounts to $50,000 CAD. This

budget allocation encompasses various expenses vital to the success of the project, including

costs associated with comprehensive market research, travel for on-site assessments or

meetings, and consultancy fees to engage subject matter experts as necessary. Efficient

budget utilization is crucial to executing a robust research plan that provides valuable insights

for Northern Brews' expansion strategy.

OUTLINE RESOURCES

1. Companies that Study Markets:

 These companies will give us important information about the UK coffee

market, helping us understand what customers like and what's popular.

2. Reports about Other Companies:

We will look at detailed reports about other companies selling coffee in the

UK. This will help us plan how to compete with them.

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Northern Brews’ international market expansion into the United Kingdom
3. Groups of Businesses:

 Working with groups that businesses join will give us more information about

rules, new trends, and the best ways to do things in the coffee industry.

4. Government Papers:

 Papers from the government will tell us about the rules for trading, what we

need to do to bring our coffee in or send it out, and other legal things for

entering the market.

5. Surveys with Customers:

 We will ask people in the UK about what coffee they like, what they expect,

and if they want to buy premium coffee.

6. Experts in Culture:

 People who know a lot about the UK's coffee habits will help us change our

brand and products to fit in with what people there like.

7. Legal Advisors:

 Advisors who know the laws will help us understand and follow the rules

when we sell our coffee in the UK.

8. Money Experts:

 Experts in money will check if it makes sense for us to enter the market,

including how much money we should spend and what risks we might face.

9. Supply Chain Experts:

 Working with experts in the supply chain will help us figure out the best way

to get our coffee to customers and manage the whole process.

10. Experts in Entering Markets:

 People who have experience in going into new markets will give us smart

ideas to create a plan that will make our entry into the UK market successful.
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Northern Brews’ international market expansion into the United Kingdom
CONCLUSION

In conclusion, Northern Brews, a Canadian coffee brand, aims to successfully enter

the UK market. The research outlines goals, reasons for choosing the UK, and a

budget. Acknowledging potential biases, the plan includes thorough market study,

understanding regulations, and cultural adaptation. The deadline is set at six months,

with a budget of $50,000 CAD. Resources involve market experts, competitor reports,

and customer surveys. This strategic approach ensures a well-informed and successful

international expansion.

REFERENCES

(United Kingdom coffee association, 2021)

(JOHNSON, 2023)

Home - Northern Brews

Supply Chain Expertise Article:

Brown, S. E. (2022). Optimizing Coffee Product Distribution in the UK. Publisher.