Strategies for Expansion and Diversification in Emerging Markets - A Case Study on Unilever

This research report discusses the strategies that can be used by Unilever to expand and diversify their functions in emerging markets. It explores the concept of globalization, the benefits and impacts of entering emerging markets, and the attractive strategies that can be adopted. The research methodology includes data collection through primary and secondary sources, and the findings are presented through data analysis and discussion.

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BUSINESS
RESEARCH PLAN
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Table of Contents
TITLE: - “ To identify different strategies that help an organisation to expand and diversify
functions in emerging market. A case study on Unilever................................................................4
INTRODUCTION...........................................................................................................................4
Literature review..............................................................................................................................4
Research Aims/objectives................................................................................................................4
Research methodology.....................................................................................................................5
Research methodology.....................................................................................................................7
Research Philosophy............................................................................................................7
Research Approach..............................................................................................................7
Research Strategy.................................................................................................................8
Data Collection:......................................................................................................................8
Research Methodology.........................................................................................................8
Accessibility...........................................................................................................................8
Ethics......................................................................................................................................8
Sampling................................................................................................................................9
Data analysis, presentation and discussion...........................................................................10
Gantt chart............................................................................................................................19
CONCLUSION..............................................................................................................................20
Recommendations................................................................................................................20
Business research plan...................................................................................................................21
REFERENCES..............................................................................................................................26
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TITLE: - “ To identify different strategies that help an organisation to expand
and diversify functions in emerging market. A case study on Unilever.
INTRODUCTION
Globalisation is a procedure that is helpful for business in interacting with other companies and
institutions for some countries. It is a tool that is enabling these business organisations’ for
increasing their share of market (BellBryman, and Harley, 2018). In the present research report
there is discussion of the different strategies that can be used by Unilever as a brand for purpose
of entering in various emerging markets and then establishing themselves in such markets for
purpose of expansion of their present operations and its scale. It is also a tool that is used for the
purpose of development of some strategies that can be adopted by researcher so that those can be
adopted in the course of functioning of business.
Literature review
Research Aims/objectives
Aim of research: the aim of research is to identify strategies that can help a organisation to
expand and diversify their functions in emerging markets. A case study on Unilever
Objectives of the research: The objectives of this research are:
 To develop and understand the concept of globalisation
 Determination of overall benefit and impact of Unilever for entering and diversification
in emerging markets
 Determination of some attractive strategies that can be adopted by Unilever for entering
in these international markets.
 Research Questions:
 What do you understand by the term globalisation?
 What are some of the benefits and impacts that can be felt by companies for purpose of
entering into such emerging markets?
 What are some strategies that can be stipulated for purpose of entering in these
international and global markets?
Research rationale:
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This research is being conducted for the purpose of identification of some of the strategies
that can be effectively sued by various organisations’ for the purpose of facilitation of growth in
various markets. There are many opportunities that lie in the global markets and those have to be
utilised by organisations by entering in such markets so that they are able to expand themselves
and approach a completely new segment of market where they can attract more customers for
purpose of increasing their overall sales and enhancement of their whole revenue. This research
report will be helping various organisations who are willing to expand themselves to other
countries and also how can various strategies be used for this purpose of approaching such
international markets and increasing the value of their brand apart from their hoist country in
form of getting recognition of a global brand.
Research methodology
To develop and understand the concept of globalisation
According to the views of Tejvan Pettinger, Globalisation is a term in which various
business organisations are willing to expand their operations and functions to other different
parts of the world apart from their own host country. It is a basic tool that is used for increasing
the present level of sales for these organisations’. Such tool of globalisation can help in
increasing the present ratio of revenue for such organisations and also result into expansion of
the present market share. The popularity of globalisation as a tool has gained lot of popularity
with the changing time period and changing scenario of the way in which business are
functioning across various different parts of the world (Erickson, and et. al., 2014). It is basically
used so that there can be timely growth of a particular organisation and at same time they can
explore various different parts of world and countries by approaching their retail market
segments. It is associated with overall growth plans of a organisation that helps them in
achievement of their long terms objectives and also there is development of world economies as
because of globalisation there is exchange of culture, beliefs and values that is taking place
across different parts of the world and on different economies of the world.
With instances to Unilever globalisation is a strategy that can be used for purpose of expansion
into those areas where they are not having any presence in the present market scenario. So, it
becomes the responsibility of the management of Unilever that they have to identify such
unexplored areas of world where they can see and identify those markets where customer
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could prefer their products. It will help them in development of strategies that can help time
in expanding themselves to such new international markets.
Determination of overall benefit and impact of Unilever for entering and diversification in
emerging markets
According to the views of David Wijeratne, the concept globalisation of is not a easy
phenomenon but it consist of some complex issues that have to be identifies and managed by
every organisation in most effective manner so that they are able to get some effective
returns from their overall investment of resources that is being done in adoption of this as
strategy. So, it is the responsibility of the management of each organisation that they have to
understand the long term impact of adoption of such strategy of globalisation in their
organisation. Such as there is a clear benefit of increased revenue that can be observed by
such companies in respect of approaching a completely new segment of customers. There is
both positive and negative impact on a organization who si willing to adopt globalisation as
a strategy such as there is requirement of long terms association with other countries and this
might lead to lot of changes that has to be made in the present scenario and the way
companies are already functioning in their host country. So, it is sometimes very difficult for
many organisations’ and their all associated stakeholders to cope up with the requirements
of the new country in which they are expanding their functions and operations at a given
period of time period.
Determination of some attractive strategies that can be adopted by Unilever for entering in these
international markets
According to the view points. (Gioia, Corley, . and Hamilton, 2013), Iit can be said that
there are some strategies that have to be used for the purpose of achievement of the overall
objectives that has been established in the course of adoption of globalisation as a strategy for
high growth and development in a organisation. Such type of strategies has to be formed for the
purpose of making employees and other associated stakeholders who are getting affected because
of such decision of globalisation. In this strategy there will be able to make effective
determination and implementation of some effective strategies. With instance to Unilever, there
is a strategy in which they can becomes and enter the foreign markets such as cost leadership that
is part of a strategy called as price penetration. In this strategy there is offering of products at
comparatively low cost and high value so that a organisation can get a competitive advantage
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with reference to other products that are being offered by similar brands that are part of retail
industry. Another strategy could be adoption of the culture and values of customizes of the
country in which the themselves is planning to diversify and establish themselves such as there
could be adoption of strategy where all necessary changes according to the taste of people who
are present in the target market of the new country where they are expanding themselves.
Another strategy that can be used by the manages in themselves can be that they can make use of
their existing marketing’s strategies in some unique manner that has never been used earlier by
those countries. It will lead to creation of more opportunities by the as marketing and
promotional tools are something that are actually a great way for attracting more number of
customers and making people aware of products that are being offered by a brand in a given
market scenario.
Research methodology
Research Philosophy
It is a defined set of belief that is required to be follow by the investigator for completing
the research in a proper manner. There are mainly two types of research philosophy that is
interpretivism and deductive philosophy. For the present research, investigator use interpretivism
philosophy in order to collect the information from different sources like observation, personal
interview and so on. It is determine that it is a realistic approach and draw valid as well as
reliable conclusion.
Research Approach
There are two types of approaches of research that is inductive approach and deductive
approach which are as follows:
Inductive approach: It is a process that help an investigator to gain a deep knowledge
about the topic. In addition to this, it also increase skills as well as knowledge of researcher on
the particular topic so that they can develop a positive outcome.
Deductive approach: This approach is based on the past investigation which is done by other
researcher. This approach is less structured as compare to another approaches of research.
For the present research, inductive approach is use in order to gain an insight about
particular topic and draw positive outcome as well.
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Research Strategy
It is a set if action or plans that assist researcher to conduct study in a more effective and
appropriate manner. This strategy also help researcher to develop plan that leads to completion
of project on time.
Data Collection:
In order to collect data or information, primary and secondary sources is used by the
researcher. Primary data is a first hand data and is original in nature that help in gaining
knowledge about particular topic. The sources of collecting primary data are Survey,
Questionnaire, interview and so on. Secondary data is already collected by other investigator and
easily available to the researcher. Newspaper, Journal articles, Online polls are some of the
sources of secondary data collection. In the present research, both the data collection method is
used by the researcher in a proper and effective manner.
Research Methodology
There are two types of research methodology that is qualitative research and quantitative
research. The qualitative research is based on the observation, images, languages and many more
whereas quantitative research is based on the number and statistics. In the present research,
quantitative research is used by research in order collect more relevant data or information.
Accessibility
The data which is provided by the participants should be accessible to the investigator. In
addition to this, this data of respondents is used by researcher in appropriate and effective
manner.
Ethics Informed consent – It is one of the major ethical issue that is needed to be undertaken by
the researcher in a proper manner. As per this, the individual or people who is involved in
data collection have the authority of informed consent.
 Respect for confidentiality and anonymity – It is important for researcher to follow all the
laws associated with the investigation. In addition to this, research must assured that data
collected through respondents must be keep confidential and did not use in a wrongful
manner.
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Sampling
This method is used by the researcher in order to select a number of people for researcher
from the whole population. There are two types of sampling that is probabilistic and non-
probabilistic sampling method. In the present research, non-probabilistic research is used in
which random sampling is chosen by the research. By the assistance of random sampling, 30
respondents is selected who are the staff members of Unilever.
The Questionnaire is developed for making participants to fill this according to their
knowledge and experience. On the basis of this data, interpretation is develop by the researcher.
The questionnaire along with the findings is given below:
Questionnaire
Questionnaire
Q1. Dou understand what is globalisation concept is?
a) Yes
b) No
Q2. What are the benefits of globalisation according to you?
a) positive
b) negative
Q3. What are the benefits of globalisation to firms like which are dealing in industry like
Unilever?
a) good opportunities
b) Modest benefit in competition
c) availability of resources to organization
d) All of the overhead options
Q4.what is the adverse impact of these thinks according to you?
a) Yes
b) No
Q5.which of the following can act as an adverse impact on performance of Unilever?
a) demotivated staff
b) insufficiency in operations
c) No opposing impact
Q6. According to what are the challenges which can be faced by Unilever while entering in
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an emerging market?
a) Lack of resources
b) Loss of cultural identity
c) Western culture
d) All of the above
Q7. What kind of strategy Unilever can adopt for smooth flow of its operation in new
market according to you?
a) Yes
b) No
Q8. What are the strategies that have been adopted by them?
a) Human development
b) Institutional development
c) Both
Q9. Give some recommendations with which the company can improve their strategies for
entering into an emerging market efficiently........
Data analysis, presentation and discussion
Q1. Dou understand what is globalisation concept is? Frequency
a) Yes 29
b) No 11
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Interpretation: From the above-mentioned graph can be analysed that after asking this question
about the concept of globalisation from 40 respondents. There is positive response from 29
persons which is in form of yes another 11 participants negatively inform of no for this question.
So, it can be analysed that Unilever the major population of people know about the basic
meaning of globalisation and will help firm implementing this concept..
Q2. What are the benefits of globalisation according to you? Frequency
a) positive 35
b) Negative 5
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Interpretation: the above presented graph shows it clearly that when the question about the
benefit of globalisation is from 40 respondents then researcher get most of in positive which is
option A. The majority of people in Unilever things that globalisation is benefit for organisation
and are in favour of it by saying positive to it. 35 out of 40 are in favour of this question by
giving their answer positive and rest 5 respondent things that globalisation is negative for
Unilever, Is that measure it is with globalisation.
Q3. What are the benefits of globalisation to firms like which
are dealing in industry like Unilever?
Frequency
a) good opportunities 5
b) Modest benefit in competition 8
c) availability of resources to organization 7
d) All of the overhead options 20
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Interpretation: From above-mentioned frequency distribution it can be seen that there are 5
people you think that globalisation for firm like Unilever is a good job good opportunity for firm.
8 felt that modest benefit in competition is also benefit which Unilever can get by globalisation,
7 file that availability of resources will increase if Unilever use globalisation. The majority with
20 people think that all of the above mentioned option will best for globalisation by Unilever..
Q4. What is the adverse impact of this according to you? Frequency
a) Yes 18
b) No 22
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Interpretation: The above mentioned graph shows that this question is quite confusing for the
people as there is contradictory situation in equation. This is because there are 18 people who
says that this have negative impact on firm and 22 peoples says that this is have no negative
impact on firm and can be used by firm in getting advantage for long run and mass sales. The
concern of both must be taken to make a decision as there is tough competition in both opinions.
Q5. Which of the following can act as an adverse impact on
performance of Unilever?
Frequency
a) Demotivated staff 15
b) insufficiency in operations 14
c) No opposing impact 11
Interpretation: From the above mentioned graph it can be seen that after asking question from
respondent the majority of people are with demotivated staff that it can be reason for adverse
impact on performance of organtional, 14 people are with insufficiency in operation which can is
second option. 11 people say that there is no opposite impact of this on Unilever which is at
number third in this format.
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Q6. According to what are the challenges which can be faced by
Unilever while entering in an emerging market?
Frequency
a) Lack of resources 12
b) Loss of cultural identity 10
c) Western Dominance 10
d) All of the above 8
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Interpretation: The graph indicates that after asking the question about challenges which can be
filled by Unilever in entering an emerging market respondent says that the lack of resources will
be the major challenge where 10-10 respondent set that each loss of cultural identity and western
dominance can impact on Unilever performance and will be challenge which it can face in
entering in emerging market. 8 out of 40 people think that all of the above mentioned challenges
can be faced by Unilever if it enters in an emerging market.
Q7. What kind of strategy Unilever can adopt for smooth flow
of its operation in new market according to you?
Frequency
a) Yes 24
b) No 16
Interpretation: It can be concluded from above mentioned graph that majority of people know
about the strategies which are used by Unilever in IT smooth flow of market operation. 24 out of
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40 know about the strategies while 16 other doesn't know about these strategies of Unilever. This
shows that there is effective communication in organisation on top level management.
Q8. What are the strategies that have been adopted by them? Frequency
a) Human development 12
b) Institutional development 10
c) Both 18
Interpretation: From the above presented graph it can be said that after asking the question of
strategies that have been adopted by Unilever for from 40 respondents. 12 among them answer
that human development is the core strategy which have to be adopted by where 10 voted for
institutional development. The majority of people voted for both of them with 18 votes which is
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a big majority which sea is that human development and institutional development important
strategies that have been adopted by Unilever in its functioning.
Gantt chart
It is a bar chart which show the project activities along with the time period. By the
assistance of this, the researcher is able to divide the whole task in an easier manner and also
able to complete research in a time period. The Gantt chart is given below:
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CONCLUSION
From the above researcher, it has been analysed that it is essential for companies to expand
their operations in an emerging as it will help in strengthening market position and also assist in
earning higher profits. There are various strategies used by companies in order to enter into an
emerging market which help them sustain in market for longer time period and gain higher
growth as well as development. In addition to this, there are mainly two types of sources to
collect data that is primary and secondary data collection methods. The Questionnaire is
developed in order to gain a deep knowledge about the topic. Moreover, Gantt chart assist
investigator to divide the whole activities of project according to the time so that positive
outcome can be develop in an effective and timely manner.
Recommendations
The first recommendation for Unilever is that it have to consider employee as an part of firm
where it use Human development approach with institutional development approach the both
approach together help company in developing globalisation concept more effectively.
The second recommendation to Unilever is that it have to who cleared fully examine the concept
of globalisation in organisation as it help in identification of opportunities in business world
which it can grab with both the hands.
It is also recommended to company that it should follow holistic approach in the context of
globalisation and must read the challenges which can be occur while working in market these
challenges maybe lack of resources loss of cultural identity or Western domination or all of
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above can together be faced by company. So for dealing for them company I have to properly
examine all the factors.
It is also recommended that company can save itself from negative impact of globalisation on its
performance this can be done by analysing the motivation factors in organisation and boosting
them for increasing motivation of employees. This will also help it in increasing productivity of
its employee. There is one more factor which can have adverse impact on performance of
Unilever which is insufficiency in operations. This factor should also paid some attention by
firm.
Business research plan
1 . Report Title: “To identify different strategies that help an organisation to expand
and diversify functions in emerging market. A case study on Unilever”.
2. Business Context: It is important for an organisation to expand its operation as it
positively impact on the profits as well as market share. Unilever is a reputed company and it
offer quality to customers so if organisation expand its business, it will be easily accept by
customers. The research is conducted in order to gain an insight regarding the strategies that
help company in expanding operations in emerging markets. In addition to this, investigator
also gain knowledge about globalisation in a proper manner.
 Project Questions
Objectives of the research
 To develop and understand the concept of globalisation
 Determination of overall benefit and impact of Unilever for entering and
diversification in emerging markets
 Determination of some attractive strategies that can be adopted by Unilever for
entering in these international markets.
Questions of research
 What do you understand by the term globalisation?
 What are some of the benefits and impacts that can be felt by companies for purpose of
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entering into such emerging markets?
 What are some strategies that can be stipulated for purpose of entering in these
international and global markets?
4. Research methodology
The qualitative approach - It is a primary research that is based on the hypothesis,
observation and many more.
The quantitative approach – It is the collection of numerical data which can easily
convert into statistics. Quantitative research help assist in analysing problems draw a valid as
well as reliable conclusion. This data is more structure that is collected through websites,
interview, online survey, online polls and so on.
In the present research, Researcher is used quantitative approach.
5. Method of Inquiry: Where will you look for your data. Show how you believe that
this is a appropriate source of data.
Data collection method:
In the present researcher, questionnaire is formed & will be asked related to different
strategies help Unilever to expand operations globally. The question is asked to the 40
participants and they gave answer according to their knowledge as well as experience. By the
assistace of this, researcher gain an insight about perception of people on the particular topic
in a proper manner.
6. Identify ethical issues that you might face.
The researcher assured that all the laws and ethics is follow at the time of conducting
research. The data or information given by respondents remain confidential and did
not use in a wrongful manner. The researcher ensure the information is authentic and
used in a proper manner by the investigator.
7. Planning: Provide a Gantt Chart
GANTT CHART-
It is a chart which show the project activities along with the time period. This chart help in
categorising the whole task into am easier and effective manner. By the assistance of Gantt
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chart, researcher is able to manage all activities such as data analysis, data collection,
interpretation, evaluation and many more. Moreover, it also help in completing the research in
a proper manner.
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8. Professional and career development skills:
Professional and development skills assist me to become a good investigator. In addition to
this, I need to develop my skills for performing work in more proper and effective manner.
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This will help me in my future to gain opportunity that leads to mu growth as well as success.
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REFERENCES
Books and Journals
Beck, U., 2018. What is globalization?. John Wiley & Sons.
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Crane, A., Matten, D., Glozer, S. and Spence, L., 2019. Business ethics: Managing corporate
citizenship and sustainability in the age of globalization. Oxford University Press, USA.
Croucher, S., 2018. Globalization and belonging: The politics of identity in a changing world.
Rowman & Littlefield.
Cvetkovich, A., 2018. Articulating the global and the local: Globalization and cultural studies.
Routledge.
Erickson, W.A and et. al., 2014. The employment environment: Employer perspectives, policies,
and practices regarding the employment of persons with disabilities. Rehabilitation
Counseling Bulletin. 57(4). pp.195-208.
Eriksen, T.H., 2018. Globalization. In Handbook of Political Anthropology. Edward Elgar
Publishing.
Gioia, D. A., Corley, K. G. and Hamilton, A. L., 2013. Seeking qualitative rigor in inductive
research: Notes on the Gioia methodology. Organizational research methods. 16(1).
pp.15-31.
Hawkesworth, M.E., 2018. Globalization and feminist activism. Rowman & Littlefield.
Holm, H.H., 2019. Whose world order?: uneven globalization and the end of the Cold War.
Routledge.
Papastergiadis, N., 2018. The turbulence of migration: Globalization, deterritorialization and
hybridity. John Wiley & Sons.
Zürn, M., 2019. The challenge of globalization and individualization: a view from Europe.
In Whose World Order? (pp. 137-163). Routledge.
Online:
Globalisation, 2019. [online] Available through: < https://www.piie.com/commentary/speeches-
papers/globalization-concept-causes-and-consequences >
Benefits of Globalisation, 2019. [online] Available through:<
https://www.economicshelp.org/blog/81/trade/costs-and-benefits-of-globalisation/>
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