Different strategies adopted by organisations to enter emerging markets: A case study on Unilever

Research project

Research Title: Different strategies adopted by the organisations to enter into an
emerging market. A case study on Unilever.
Table of Contents
INTRODUCTION ..........................................................................................................................3
LITERATURE REVIEW ...............................................................................................................4
To germinate a basic understanding related to globalisation. ...............................................4
To evaluate the whole influence as well as benefits attain by Unilever by entering into
emerging marketplace............................................................................................................5
To investigate different sort of strategies which can be adopted by Unilever by entering into
such emerging markets. .........................................................................................................6
Research aim and objectives ...........................................................................................................7
Research methodology ....................................................................................................................8
Research Philosophy..............................................................................................................8
Research Approach.................................................................................................................8
Research Strategy...................................................................................................................9
Research method....................................................................................................................9
Accessibility ..........................................................................................................................9
Ethics ....................................................................................................................................9
Sampling...............................................................................................................................10
Significance .........................................................................................................................10
Deliverables..........................................................................................................................10
Required resources ..............................................................................................................11
Implementation time table ...................................................................................................11
CONCLUSION .............................................................................................................................13
Business Research Plan Evaluation...............................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Globalisation is a basic tool that is used for the purpose of interaction taking place
between business organisations across borders. It helps various businesses so that they are able to
expand their market share from their domestic countries. Globalisation is a concept that can help
organisation in development of their business art international level by development of more
operations in a particular country. It has also been said that in context of economic factor,
globalization is one of the element which involves commodities, services, technologies, data as
well as economic resources of capital. Transportation of all these elements from one place to
another is the main aim of Globalisation which help in developing stability in the economic
system of the country (Krzywdzinski, 2019). Companies are undertaking a detailed analysis of
the overall business environment to understand the internal capabilities so that they can deal with
such situations. The organisation will also be formulation various strategies that will help them
in accomplishment of their overall gaols.
In the present research Unilever will be taking into consideration the various strategies
that have been adopted by other comparative organisations in the due course of time. Unilever is
the organisation which is chosen in this research which is a British-Dutch multinational
organisation. This is a business entity having its headquarter in London, United Kingdom as well
as in Rotterdam, The Netherlands. The main offerings of Unilever consist of energy drinks, food,
baby food, sweets, soft drinks, cleaning agents, ice cream, coffee, tea, pet food, medicines,
breakfast cereals, pharmaceutical healthcare products and many more. It has also been said that
Unilever is the oldest multinational business entity which provide their products and services in
almost 190 countries across the world. In the present research, various topics are going to be
covered which help in developing the overall understanding of a learner. In this research aim and
objective has been developed on the basis of which whole research is conducted (Lugalla and
Ngwaru, 2019). The main aim behind choosing Unilever in context of globalisation is that it
helps in gaining wider scope of knowledge and understanding which assist in performing more
competitively at the marketplace. Researcher will have to use various research sources in the
present research for the purpose of gathering of data and then suing them in formation of various
other strategies in the given point of time. Based on this information it is important to develop an
understanding of how to make sue of various sources of primary, secondary information in order
to understand these strategies in a more better manner. Based on the investigation researcher will

be developing some of the recommendations to be used as strategies for approaching the market
of new countries.
LITERATURE REVIEW
Literature review define as a comprehensive summary of some previous research
conducted by different authors on a specific topic and area. In this, different articles, books,
journals, magazines and various other published articles are usually examined by the researcher
for effectively conducting the research (Johnson, 2019). One of the major aim of using literature
review is that it help in providing knowledge as well as understanding about the topic. This will
aid in conducting the whole research in an effective and appropriate manner.
To germinate a basic understanding related to globalisation.
According to the view points of (Malindi, 2018), Globalisation is a very important concept
that has offered large number of opportunities to various organisations so that they are able to
expand on some new market areas and have their presence for some new segment of customers.
When a particular organisation is working for a specific period of time at a particular location
then their customers become completely aware of it ad growth rate in that particular markets
segment may become stagnant or content and does not grow with time. So, for increasing their
overall graph of revenue it is essential for companies to move to some new markets segments so
that they can approach to a completely new target segment of market. There is requirement of
large number of resources for an organisation such as it helps in expansion of the business to
other places where there are very high prospects of growth.
Globalisation is a term that is gaining lot of popularity in the present scenario of changing
nature of economies. There are various global forces that are creating demand for product across
all parts of world and there is a requirement to expand to such different countries part from their
home or domestic country. Globalisation is a term that is also associated with the social changes
that are taking place in the society in the changing tastes and preferences of customers. There
has been a complete shift in which people are perceiving value that is they perceive from the
various products (Abdullah, 2019). With the advent of globalisation there has been a complete
interaction that is taking place between government, people, economies and companies across
different parts of the world and among different countries. The technology up gradation has
resulted in to more advance ways of communication and transportation that is leading towards