Keurig Green Mountain


This assignment is based on Keurig Green Mountain with a possible location in the UK.  The company

currently has a presence in North America only.


a. Potential Barriers and Opportunities: Identify any potential barriers and opportunities that you

see that may be a result of multinational expansion. What causes these—language, religion,

education, values, political, technological capabilities, other factors? What are some of the

opportunities associated with expanding the company into the UK?

b. Plans for Overcoming Barriers: After examining the potential barriers and opportunities, it is

important to do a cost-benefit analysis. Is it worth expanding to the UK? What potential

strategies will you need to employ? How might Hofstede’s dimensions of culture help you

identify some of the differences and how these potential differences might be overcome?

II. Marketing Plan: Follow the guidelines below to develop effective language and targeted

messaging appropriate to the campaign.

a. Describe the importance of understanding culture in global business dealings

b. Apply knowledge to determine the best strategies of expansion in global firms

c. Examine different strategies that can be employed when dealing with human resource

management (HRM) in a foreign division

d. Discuss relationships between various multinational strategies and types of organizational


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