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

1

BUSINESS
RESEARCH PLAN
2

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
3

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:
4

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
5

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
6