GLOBAL MAREKTING RESEARCH 1MT355M6-6:Understand competitiveness and collaboration in a global economy.Purdue Global UniversityGEL-1.02:Demonstrate college-level communication through the composition of original materials in Standard English.Global Marketing ResearchIntroductionGlobal 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 ArticleThe 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 theGLOBAL MAREKTING RESEARCH 2recent 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 chainThe 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 3The 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 byintegrating technology and leveraging a liberalized global market.Explain Data Collection MethodsData 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 alsoenhances the accuracy of findings and authenticity of data.-Competitive Market ResearchGLOBAL MAREKTING RESEARCH 4The 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 distributorsExternal InfluencesOne 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 tothe 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 offindings.ConclusionThe 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 alsoGLOBAL MAREKTING RESEARCH 5improved because of integrating technology that has minimized the turnaround time in supply chain processes, enhanced efficacy, transparency, and