The different strategies employed by companies to enter into emerging markets. A case study on ASDA

Research Project

Table of Contents
Table of Contents
Research Project ..............................................................................................................................1
Topic of the research – The topic of this research is “The different strategies employed by
business to enter emerging markets. A case study on ASDA. ........................................................3
Introduction .....................................................................................................................................3
Objectives of the research ..........................................................................................................3
Rationale for the research ...........................................................................................................3
Gantt Chart and work Breakdown Structure ..............................................................................4
Research objective .....................................................................................................................6
Research Questions ....................................................................................................................6
Literature review .............................................................................................................................6
Developing market......................................................................................................................6
Various ways which influence companies to enter into developing markets.............................6
Strategies that are be employed by ASDA to enter into emerging markets................................7
Research methodology ....................................................................................................................8
Data analysis and interpretations ..................................................................................................13
FINDINGS ....................................................................................................................................15
Reflection ......................................................................................................................................19
Recommendation ..........................................................................................................................20
Conclusion ....................................................................................................................................20
REFERENCES .............................................................................................................................21

Topic of the research – The topic of this research is “The different strategies
employed by business to enter emerging markets. A case study on ASDA.
Introduction
Globalisation introduces as a process by which an organisation can easily expand their
business. The main markets where globalisation works are financial markets, commodity
markets, money and credit markets, capital markets, etc. there is huge development in the
globalisation era as this helps the companies to increase their sales and growth (Obstfeld,s 2015)
Companies can increase their market share and customer base if they work at global level.
Globalisation provides incentive for different countries gain benefit by increasing competitive
advancement. Various companies are able to content high economic process for their products
and benefits from economies of scale. This leads to decrease in production cost of the company.
The main benefit of globalisation to companies is that it enables a international accession to
resources of material (Wolfe and Pyrooz, 2014). This helps companies to become cost
contending in domestic as well as foreign markets. In context of ASDA, it is said that this
company is a UK based multinational firm that is operating all over the world in various
countries. This company has to be competitive so that it can sustain successful for longer period
of time (Economics of Globalisation, 2019).
Objectives of the research
The main purpose of this research is “To analyse the various scheme employed by
business to enter into future markets. A case study on ASDA”
Rationale for the research
The subject of this particular research is chosen because there is a need for every
company to grow and develop it's business (Wright, 2016). According to the perspective of a
successful business it is important to remain successful in market for sustaining in market
(Abeysekera and Dawson, 2015). Every company must have knowledge about emerging markets
if it want to expand business. In case of ASDA, it want to expand it's business across the world.
So it is important for this company to analyse different markets before entering them (Zhou,
Lema and Urban, 2015).

Gantt Chart and work Breakdown Structure
Work breakdown structure
It introduces as an effective framework which is used by an organisation or researcher to
divided whole project into different parts (Dayani and Gelbard, 2015) .As this framework helps
an investigator to complete each tasks of study in more systematic and accurate manner. This this
chart different departments have to work with each other which will helps an enterprise in
development of its growth and success (Automatic Conversion of Software Specification into a
Gantt-chart subject to Organization's Constraints, 2015)
Gantt Chart
Gantt chart is defined as the structure of bar chart which is helpful in understanding the
schedule of research project. This was given by Henry Gantt in the year 1910. Gantt chart helps
an investigator by providing accurate information about the starting and ending time period for

completion of research. The Gantt chart for this project is demonstrated by the following
diagrams-

Research objective
 To detail study about the rising markets
 To determine all the factors that may influence business to enter into rising markets.
 To study all the strategies that could be employed by ASDA to enter into emerging
market.
Research Questions
 What do you mean by emerging markets?
 What are the cause which influence organisations to enter into emerging markets?
 What are the scheme which could be engaged by ASDA to come in into rising market?
Literature review
Developing market
As the view point of .........., market emerging is defined as a country which has various
characteristics regarding to developed market . It doesn't satisfy standards which are termed to be
developed market. In upcoming times emerging market play an essential role in many countries
for developing the market in effective manner. In reference to ASDA, it operates in twenty eight
countries across the countries. In the retail industry, ASDA has experienced role in acquisitions.
Emerging economic and developing countries are called to be emerging market which aid to
termed as emerging economics or developing countries which are aid in investing and in more
productive capacity (Leitão, 2014). The emerging markets are the essential part which aid to
increase in growth of company in global economy, it has five characteristics. The main
categorisation of emerging market is having lower average of per capita income. Low income is
an essential criteria as this gives an incentive for another characteristic i.e. rapid growth. The
businesses in emerging markets have to adopt the new techniques and trends that are required in
an industry(Johanson and Mattsson, 2015).
Various ways which influence companies to enter into developing markets
There are various several factors which influence organisations to enter into developing
markets. To earn the profit and productivity, it is necessary that company has to choose the right
market in which it has to enter to earn huge market share and profit in effective way (Trudgen
and Freeman, 2014). Company which is working at global level has to increase profit and sales
margin to capture large audience. To increase customer base company need to focus on