GLOBAL MAREKTING RESEARCH 1 MT355M6 6 Understand competitiveness and collaboration in a global economy Purdue Global University Global Marketing Research GEL 1 02 Demonstrate college level communication through the composition of original materials in Standard English Introduction Global marketing has proliferated in the past few decades owing to improved macroeconomic policies integration of technology enhanced foreign relations a rising middle class and favorable social and political environments among other factors A rise in regional and global trade has translated to a proportionate improvement in countries regional and global influence which necessitates the development of robust and sustainable regional trade agreements The global coffee value chain is an example of a flourishing industry that has benefited from improved regional and global trade agreements Describe the Article The article is a journal that explains the evolution of governance structures in the global coffee supply chain over the past 40 years Grabs Ponte 2019 The global coffee supply chain has experienced a significant change in the power and governance structures owing to improved macroeconomic policies increase budgetary allocations towards the coffee industry technological incorporation enhanced global cohesion and competition among enterprises among other factors The authors of the article are Jamina Grabs and Stefano Ponte Grabs Ponte 2019 The authors provide information about the change in coffee production in the GLOBAL MAREKTING RESEARCH 2 recent past which shows a paradigm shift in traditional coffee production and distribution techniques There has also been a change in governance structures in all stages of the coffee supply chain underscoring the need to develop flexible policies to align with the industry s dynamicity The purpose of the study is to establish the factors that result in evolution of power and governance structures in global coffee production and value chain Two key points pertaining to the objectives of the article include Understanding governance dynamics in the global coffee supply chain Explaining the impact of governance dynamics in the global coffee value chain The findings of the article reveal that the coffee global value chain underwent evolution in its governance structures in three phases The first phase is the ICA regime which occurred between 1962 and 1989 and involved the period under which the International Coffee Agreement ICA managed global coffee affairs such as marketing and distribution Grabs Ponte 2019 Further the International Coffee Agreement ICA also developed a quota system that enhanced the distribution and allocation of resources in the global coffee industry The second phase involved the Liberalization phase which occurred between 1990 and 2007 and involved the volatility of the global coffee sector Grabs Ponte 2019 Unstable pricing models characterized the Liberalization phase resulting in the collapse of many countries coffee industries The ripple effect of poor governance also affected the global coffee supply chain resulting in low investment and unviability of the industry GLOBAL MAREKTING RESEARCH 3 The third phase involved the diversification and reconsolidation phase which occurred after 2008 and included diversification of coffee governance structures diversification of coffee multinationals and market segmentation by larger multinationals such as Starbucks Grabs Ponte 2019 The diversification and reconsolidation phase enhanced governance structures by integrating technology and leveraging a liberalized global market Explain Data Collection Methods Data collection methods in the article include the adoption of interviews and the analyses of secondary sources such as magazines articles company websites and reports Grabs Ponte 2019 Three key points that characterize the data collection and analysis process include the following First the article adopted the interviewing method as the primary qualitative data collection method The use of interviews enabled the authors to enhance the reliability and credibility of data resulting in accurate findings The use of interviews also enabled the authors to establish the authenticity of theoretical sources enhance cost effectiveness and allow respondents to share supplementary information regarding the subject of research Second the data collection and analysis process involved assessment of secondary sources which enhanced the accuracy and reliability of the results Grabs Ponte 2019 Third the data collection and analysis process involved attending key coffee industry events and conducting fieldwork The amalgamation of traditional and conventional analysis techniques also enhances the accuracy of findings and authenticity of data Competitive Market Research GLOBAL MAREKTING RESEARCH 4 The competitive environment of the global coffee supply chain involves the adoption of driving forces analysis issue analysis and industry analysis Driving forces analysis includes factors that influence market forces in the global coffee industry issue analysis involves the assessment of issues affecting the industry and the industry analysis is an evaluation of the financial operational and sustainability performance of the global coffee industry sector Three key points that affect the global coffee competitive environment are Global coffee governance structures Technology Competition among coffee producers and distributors External Influences One external marketing factor that affects the global coffee supply chain is economic which involves supply and demand forces that affect prices of coffee and stakeholder value in the global coffee industry Grabs Ponte 2019 The institutional marketing theory is similar to the role that the external marketing factor because it adopts the use of similar research design that includes a definition of the purpose of study data collection and analysis and explanation of findings Conclusion The global coffee industry is one of the most successful owing to increased demand for the product and improved supply chain structures The global coffee supply chain has also GLOBAL MAREKTING RESEARCH 5 improved because of integrating technology that has minimized the turnaround time in supply chain processes enhanced efficacy transparency and accountability The coffee industry has also benefited from a rapid increase in global population which has translated to a proportionate increase in demand for