Strategies for Expanding and Diversifying Tasks in Emerging Markets: A Case Study on Tesco

This research report explores various strategies that can help businesses expand and diversify tasks in emerging markets, using Tesco as a case study. It discusses the advantages of globalization, the benefits for retail organizations like Tesco, and the strategies that can be applied by companies like Unilever to enter new markets.

Business Research
Plan

Contents
INTRODUCTION.................................................................................................................................4
Research aim and objectives..................................................................................................................4
LITERATURE REVIEW......................................................................................................................5
Research methodology..........................................................................................................................7
Research Philosophy..........................................................................................................................7
Research Approach............................................................................................................................8
Research Strategy..............................................................................................................................8
Research method...............................................................................................................................8
Accessibility......................................................................................................................................9
Ethics.................................................................................................................................................9
Sampling............................................................................................................................................9
Data analysis, presentation and discussion......................................................................................12
Recommendation.................................................................................................................................18
Conclusion...........................................................................................................................................20
Business research plan.........................................................................................................................21
REFERENCES....................................................................................................................................26

TITLE – “To recognize various strategies which help the business entity to expand and
diversify tasks in appearing market. A case study on Tesco.
INTRODUCTION
Globalisation can be regarded as the basic procedure that can be used for purpose for
increasing the interaction among companies and institutions that are part of other countries. It
enables various businesses to expand successfully to other markets (Paus, 2020). The present
research report is used for purpose of gathering information at both the primary & secondary
sources that can be used by Unilever for the purpose of entering in markets that are emerging.
Based on research conducted by researcher there has been some recommendation that are
being drawn for purpose of achievement of certain laid objectives.
Research aim and objectives
Aim of the research: The major aim of the research is identification of some strategies that
can be helpful for a organisation in entering in international markets. A case study on Tesco.
Objectives of the research: The objectives of present research are :
 To understand the basic meaning of the tern Globalisation
 Understand the advantages and benefits that are associated with a organisation
adopting the process of globalisation
 To form some of the strategies that can be applied in Unilever for entering in such
markets
Research Questions:
 What can you understand by the basic concept of Globalisation?
 What are some advantages associated with Globalisation for a retail organisations like
Tesco?
 What can be some of the strategies that can be used by organisations so that they are
able to expand themselves across global markets?
Rationale of research:
The present research report is very useful in development of the understand of the concept
and other scenario related to globalisation. Also, there is understood of the benefits associated
with this concept for emerging and growing retail organisations. Research report will be very

helpful in collection of primary and secondary form of available data that can be applied on
course of business function for drawing various conclusion and making some useful
recommendations (Leeand Eckhardt, ., 2017).
LITERATURE REVIEW
Concept of Globalization
As per the point of view of vim tyar, (2017)it has been said that globalization refers to
a terminology where different types of business entity expand their functionality across the
world. In general term, globalization define as the connection of various parts of world which
results in the business expansion from one place to another in order to gain opportunity
available at the new marketplace. This is a method where companies perform their business
operations at international marketplace so that they can enhance their market share and
profitability. In addition to this, it has also been identified that by adopting globalization
method in an effective manner, sales margin of the company will be enhanced. According to
the current environment, it has been identified that globalization is a tool which helps in
performing business operations at international level in an appropriate and effective manner.
This will help large number of organizations in order to grow and get success at the market
area. Apart from this, it has also been analysed that by adopting this technique, management
team of the organization can effectively operate their activities at new marketplace which
leads towards the enhancement of profitability. Different authors have there own view point
where they says that globalization is an effective tool which assist a business entity in order
to expand their business functions at global market place so that they can grab ample number
of opportunities available at the market in an effective manner. This will also help them in
their growth and development at the competitive marketplace and beat the level of
competition.
Furthermore, it has also been said that globalization define as a tool commonly used
by management team of each and every business organization in the current business
environment so that they can effectively expand their business functions at the international
market. As a result, adopting globalization in an effective manner help a business entity in
order to increase their sales and profitability of the company. Therefore, it has concluded that
globalization is an effective method with the help of which business organization can
effectively do business expansion at new marketplace which leads towards the
accomplishment of organizational goals and objectives in an effective manner.

Advantages and benefits associated with the organisation adopting the process of
globalisation
According to the view point of Tejvan Pettinger, (2019), globalisation have many
advantages and benefits to an organisation. One of the major advantage is it develop the
opportunities for company to strengthen their market position and earn higher profits as well.
Due to globalisation, there is decline in global inequality that has a positive influence on the
productivity as well as efficiency of staff members prevailing at workplace. The company
have the benefit to enhance their revenue level which leads to increase in market share of an
organisation. Another benefit associated with the globalisation is access to new talent that
assist company to increased productivity in an effective and proper manner. Sometimes
company choose to do international expansion with an aim to attain competitive advantage at
marketplace (Levius, Safa, and Weeks, 2018). The company often have first-mover
advantage that allows to develop a string brand image at marketplace that leads to increase in
efficiency and profitability of an organisation.
Strategies that can be applied in Unilever for entering in such markets
On the basis of view point of (Brown, 2020), it has been analysed that there are
various types of strategies which need to be adopted by the management team of an
organization while entering into new marketplace. It is said that there are different types of
strategies which needs to be adopted by the management team of a business entity so that
they can attain their organizational goals and objectives of the company in an effective
manner. By implementing all the strategies related with globalization in an appropriate
manner, it has been said that managers will be to perform their functionality in new
marketplace effectively. It is said that managers need to adopt all these strategies and plans in
an appropriate manner so that they can perform all the operations in an effective manner
while expanding their business functions at international marketplace. In addition to this, it is
said that strategies need tobe formulated by the higher authorities after examining the whole
marketplace so that they can take effective decisions within given time frame. It can easily be
understood with an example that management team of Tesco decided to expand their business
functions at new marketplace and for this, they need to adopt various types of strategies such
as pricing strategy, marketing techniques and many more (Popple, 2018). In reference to

pricing policy, price penetration, management team needs to lower down their Price as
compared to other competitors company so that they can maintain their position at the
marketplace in an effective manner.
Apart from this, it is also very necessary for the higher authorities to identify the
strategies followed by rivalry companies so that they can modify their plans and policies
according to the requirements. This will help them in grabbing large number of customers
towards the company and increase their profitability in an effective manner. On the other
hand, another essential strategy is marketing techniques with the help of which company will
be able to create awareness about the products among customers. This is a technique where
both online and offline methods are adopted by the management team so that they can attract
large number of customers towards the company in an effective manner. Therefore, managers
need to adopt all these strategies and policies while expanding their business functions at
international marketplace. These plans and strategies helps an organisation in order to gain
competitive advantage at the market place and maintain long term sustainability within the
market area.
Research methodology
Research Philosophy
Research philosophy is a belief in which a investigator has to follow a complete
research in a more appropriate manner. There are majorly two types of research philosophy
that can be sued by a researcher (Rosskam, ., 2018). Such as it consist of positivism &
interpretivsim. In the present research report there is use of interpretivsim philosophy for the
purpose of collecting accurate data and with the help of various methods such as personal
interview, observation and generation of more positive outcomes, the overall research

philosophy consist of various research approaches, collecting data techniques such as
qualititative and quantitative data, various identified sources of collecting data etc.
Research Approach
There are mainly two major approaches that have been identified to be used by a researcher
that is deductive and inductive approach. These tow approaches are discussed below:
Inductive approach: It is a research approach in which the investigator has to develop a
detailed knowledge about the basic understands of a particular topic and then carries out
research in a more effective manner (Clandinin, Cave. and Berendonk, 2017). Addition to
this there are various methods that are used by researcher for purpose of enhancement of their
overall knowledge and skills related to some specific topics of a research.
Deductive research: It is a approach that is used based on past data and is used for purpose
of collection of data that is not based on the present information (Mohajan, 2018). The
present research report is done based in the collection of qualitative form of data and used for
completion of investigation in a more appropriate manner.
Research Strategy
It can be defined as action or a plan that can be used by researcher for the purpose of
implementation of activities that are being associated to carry out the research in a more
effective manner (Fletcher., 2017). Additionally, it is also assisting the researcher in
completion of the whole research in the provided time period.
Research method
There are majorly two types of research methodology that can be used in a research such as
qualitative and qualitative research. Qualitative research is based in the observation, images
and so, on n the other hand the quantitative form of research is based on collection of the
numerical or quantitative nature of the information for purpose of carrying on the research in
a more effective way (Bresler and Stake, ., 2017). In case of present research there is use of
quantitative form of research in this there is questionnaire as a method of collecting data that
has been applied by researcher for purpose of collecting he information related to a particular
topic or area of research.

Accessibility
The overall information that is provided in relation to a particular topic that has been selected
by the researcher is accessible to the researcher as the information provided by various
respondent have to be in such manner that positive outcomes can be collected and then this
outcomes can be further used for drawing right amount of conclusions.
Ethics
 Informed consent: It is a major issue that can be developed at the time of study is
being conducted or a research is taking place. According to these respondents posses
the complete right to understand the information that is provided by them will be kept
confidential or not (Basias,. and Pollalis, 2018). The researcher and others who are
involved in the collection of data have the right authority to provide a informed
consent related to this particular aspect.
 Respect for confidentiality and anonymity of the information provided: It is very
important for the researcher to make sure that the information provided is kept
confidential. Additionally the identity of the respondents also has to be kept
confidential so that they do not feel hesitant in providing the needed information by
researcher.
Sampling
It can be defined as the selection of number of respondents from a whole available
population. It is very helpful for a researcher in collecting the information and data related to
a particular topic and in a more effective manner. In case of present research there is use of
non-probabilistic sampling that can be used by the researcher so that interpretations can be
developed. Further random sampling is also a method that is applied as non-probabilistic
sampling (Snyder,., 2019). There is use of 40 respondents by the random sampling method
who are basically part of the overall workforce of tesco.
The questionnaire that has been developed has to be filled by the number of
respondents and according to their present level of knowledge they can use the
information.
In the present research report there are 40 respondents who are chosen by the
researcher for purpose of collecting the information.
Questionnaire

Q1. Do you have a basic idea related with the term globalisation?
a) Yes
b) No
Q2. Do posses knowledge that globalisation can be advantageous for organisation?
a) Yes
b) No
Q3. What can be some of the basic benefits that are associated with the concept of
Globalisation for tesco ?
a) Better opportunities of growth
b) helpful in development of Competitive advantage
c) Easy availability of all the required resources
d) All of the above
Q4. Do you posses a belief that globalisation may possess any negative impact on the
present practises of business For Tesco ?
a) Yes
b) No
Q5. What are some negative effects of the term Globalisation on Tesco?
a) present employees may get demotivated
b) occurrence of some Operational inefficiencies
c) No adverse impact
Q6. According to your view, what can be some of the challenges that can be faced while
entering in a emerging market?
a) Lack of some necessary resources
b) Loosing of cultural identity
c) Dominance
d) All of the above
Q7. What can be some of the most appropriate strategy that can be adopted by tesco
for purpose of entering in international market?
a) Human resource development
b) Institutional development
c) Both
Q8. Give some recommendations with which the company can improve their strategies
for entering into an emerging market efficiently........

Data analysis, presentation and discussion
Q1. Do you have a basic idea related with the term
globalisation?
Frequency
a) Yes 29
b) No 11
29
11
a) Yes
b) No
Interpretation: It can be said from the above graph that the basic meaning of the term
globalisation when this asked to 40 respondents. Out of 40, 29 respondents responded in a
positive manner and remaining 11 out of 40 respondents responded in a negative manner that
they do not posses any idea about the basic concept of the term Globalisation.
Q2. Do posses knowledge that globalisation can be
advantageous for organisation?
Frequency
a) Yes 29
b) No 11

29
11
a) Yes
b) No
Interpretation: From the above presented graph, when it was asked to respondents about the
advantages of globalisation 29 respondents felt that it can help in
Q3. What can be some of the basic benefits that are
associated with the concept of globalisation for tesco ?
Frequency
a) Better opportunities of growth 10
b) helpful in development of Competitive advantage 11
c) Easy availability of all the required resources 9
d) All of the above 10

10
11
9
10
a) Better opportunities of
growth
b) helpful in development
of Competitive advantage
c) Easy availability of all the
required resources
d) All of the above
Interpretation: It can be said from the above graph that when it was asked from the above
graph that what are the benefits associated with the Globalisation. 10 Employees felt that it
will help in providing better opportunities for growth, 11 employees felt that it will help in
attainment of competitive advantage. 9 employees felt that it will lead to easy availability of
resources for attainment of objectives.
Q4. Do you posses a belief that globalisation may possess any
negative impact on the present practises of business For
Tesco ?
Frequency
a) Yes 30
b) No 10

30
10
a) Yes
b) No
Interpretation: It can be said from the presented graph that when it was questioned about
globalisation and its negative impact on present level practises there were 30 employees who
were in favour of this view point that and rest 10 employees denied to this view that it will
lead to negative impact on the organisation.
Q5. What are some negative effects of the term Globalisation
on Tesco?
Frequency
a) present employees may get demotivated 9
b) occurrence of some Operational inefficiencies 11
c) No adverse impact 20

9
11
20
a) present employees may
get demotivated
b) occurrence of some
Operational inefficiencies
c) No adverse impact
Interpretation: It can be said from the above discussed graph that when it was questioned to
40 respondents about the negative impact of Globalisation 9 employees felt that present
employees’ can feel demotivated, 11 employees felt that it can lead to presence of some of
the operational inefficiency and remaining 20 employees felt that globalisation cannot posses
much negative impact on their overall organisation.
Q6. According to your view, what can be some of the
challenges that can be faced while entering in a emerging
market?
Frequency
a) Lack of some necessary resources 8
b) Loosing of cultural identity 8
c) Dominance 4
d) All of the above 20

8
8
4
20
a) Lack of some necessary
resources
b) Loosing of cultural
identity
c) Dominance
d) All of the above
Interpretation: It can be said from the above discussed graph that when it was questioned to
40 respondents about various challenges that are faced by organisations while entering into a
emerging markets there were 8 employees who felt that there ha sheen lack of resources, 8
other respondents who were of the view that there can be loosing of cultural identity, 4 felt
that there can be issue of dominance and rest 20 out of 40 gad a view that all the above
discussed options will be leading towards high challenges for Tesco while adopting the
process of globalisation.
Q7. What can be some of the most appropriate strategy that
can be adopted by tesco for purpose of entering in
international market?
Frequency
a) Human resource development 10
b) Institutional development 9
c) Both 21

10
9
21
a) Human resource
development
b) Institutional
development
c) Both
Interpretation: From the above graph it can be said that when it was questioned to
respondent by the researcher about most appropriate strategy that could be adopted by Tesco
for purpose of expansion into international markets there was a response in which 10
employees were in favour of the view that it will lead to human resource development and 9
employees were willing to have institutional development. Rest 21 employees were in favour
of both the above mentioned options.
Recommendation
From the above made study it can be said that there are some recommendations that have
been given with respect to the organisation as discussed below:
 It is suggested that companies should follow all rules that are part of new countries or
new markets that they are willing to expand in, so that they can set ip a proper brand
image in such markets.
 It is los necessary that there must be use of some further strategies that could help in
successful expansion in other markets. Such as some new product or services can be

added to the present category of services which can lead towards attracting of new
customers.
 It is also recommended that there must be proper forecast that should be made before
entering into such foreign markets. Such as there should be proper identification of
the trends and nature of people who are prospective customers for the organization in
advance so that products can be moulded according to such flourishing trends in the
market.
 It is also said that there us be identification of all the resources that will be needed in
the future course in advance so that there are no problems of availability of resources
that are very necessary. It includes financial resources, human resources or may be
technical expertise in form of high skills of their present workforce.

Conclusion
It can be said from the above mentioned points that globalisation is a trend that is taking
place across the world and every big organisation especially in the retail industry. It will help
in enhancement of the present market scenario; there are very challenges that are being faced
by organisations. With the assistance of above stated research, it has been said that
globalization plays very essential role in order to enhance the market share as well as sales of
the business organization at international or global market place. Globalization is a tool
adopted by large number of business organizationsso that they can effectively expand their
business functions at global market place. By conducting the research in an effective manner,
it has clearly been identified that managers can effectively enhance their market share and
global presence in a positive manner which leads towards the enhancement of profitability
and revenue of the company.

Business research plan
1. Report Title: TITLE – “To recognize various strategies which help the business entity to
expand and diversify tasks in appearing market. A case study on Tesco.
2. Business Context: there are various strategies that can be sued by a organisation for
entering in some international markets. Tesco is a retail organisation of UK having presence in
various countries across world but it is planning to develop more of its location in those areas
where it is not having presence. So, that they are able to expand themselves to such areas and
increase their market share and reach to their customers. It is very useful for this brand for
attainment of higher market share and also for the purpose of present research there are some
strategies that have been developed so that can help in facilitation of how to make use of such
strategies for the purpose of entering in such global markets.
 Project Questions
Objectives of the research
The objectives of this research are:
 To understand the basic meaning of the tern Globalisation
 Understand the advantages and benefits that are associated with a organisation
adopting the process of globalisation
 To form some of the strategies that can be applied in Unilever for entering in such
markets
Questions of research
 What can you understand by the basic concept of Globalisation?
 What are some advantages associated with Globalisation for a retail organisations like

Tesco?
 What can be some of the strategies that can be used by organisations so that they are
able to expand themselves across global markets?
4. Research methodology
The qualitative approach – It is a approach that is based on use of hypothesis as a
method for collection of data. .
The quantitative approach – It is a type of research that can be used for purpose of
dealing with some of the issues in concern with the research. There is consideration to the
numeric and quantitative form of data. In this a particular reliable structure is considered by
the researcher so that overall reliable conclusions can be drawn from the available
information. It consists of various sources such as direct interview, websites, online journals
etc. That can be considered by the researcher for purpose of collecting information.
In this particular research, the researcher has made use of quantitative method.
5. Method of Inquiry: Where will you look for your data? Show how you believe that this is
an appropriate source of data.
Data collection method:
In the present research questionnaire can be developed that consist of set of questions that are
in relation to various strategies for Tesco for expanding in international markets. The
questionnaire has to be filled by respondents who are the staff members of the organisation.
6. Identify ethical issues that you might face.
It can be said that there are researcher is willing to follow some ethics & information

according to the researcher in an unethical manner. Researcher has to ensure has authentic and
proper information.
7. Planning: Provide a Gantt Chart
GANTT CHART-
It is a chart that is used for purpose of graphical representation of the activities and the time
associated with each activity that has to be carried on in the research. It is very helpful in
developing and understanding of the time frame in which all the activities of the research will
be completed and various activities will be achieved. It helps researcher in managing all the
activities such as collection of data, evaluation of data and its interpretation according to the
allotted time period.

 Professional and career development skills:
Professional & career development skills will be assisting me in the future to conduct research
in a more appropriate manner. It will also help in building up of my skills according to the
requirements of research.

REFERENCES
Books and Journal
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International journal of social research methodology, 20(2), pp.181-194.
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.
Clandinin, D.J., Cave, M.T. and Berendonk, C., 2017. Narrative inquiry: a relational research
methodology for medical education. Medical Education, 51(1), pp.89-96.
Rosskam, E., 2018. Using participatory action research methodology to improve worker
health. In Unhealthy Work (pp. 211-228). Routledge.
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business &
technology: Justifying a suitable research methodology. Review of Integrative
Business and Economics Research, 7, pp.91-105.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research, 104, pp.333-339.
Paus, E., 2020. Innovation strategies matter: Latin America’s middle-income trap meets
China and globalisation. The Journal of Development Studies, 56(4), pp.657-679.
Lee, K. and Eckhardt, J., 2017. The globalisation strategies of five Asian tobacco companies:
An analytical framework. Global Public Health, 12(3), pp.269-280.
Brown, A.J., 2020. Translating prefigurative politics: social networks and rhetorical strategies
in the alter-globalisation movement. The Translator, pp.1-13.
Levius, S., Safa, M. and Weeks, K., 2018. Information and communication technology
strategies to improve international competitiveness in the wholesale and retail trade
sector. International Journal of Business and Globalisation, 20(1), pp.128-138.
Popple, K., 2018. Community development strategies in the UK. In Revitalising communities
in a globalising world (pp. 137-150). Routledge.
Online
Benefits of globalisation, 2017, <https://www.economicshelp.org/blog/81/trade/costs-and-
benefits-of-globalisation/>
Benefits of international expansion, 2019, <https://www.bizjournals.com/bizjournals/how-
to/growth-strategies/2017/12/5-benefits-of-international-expansion.html>