A Case study on Sainsbury Plc Company

Research Proposal Form
Student Name: ______________________ Student ID:
____________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project:
Topic: To investigate different strategies that can be employed by
businesses for entering into South Korea markets in the context of
retail sector. A study on Sainsbury Plc
Background of the study
Globalization is the process of the organization in which they develop influence or start operating
on the international scale. Firm operating in the retail industry in UK also looking to globalize their
operation as it helps them in increasing the market area coverage and also increasing the customer
base of the organization. As there is a high level of competition in the retail industry so that
globalization helps business in sustaining the same. For this proposal, Sainsbury Plc has been selected
which is the second largest chain of supermarkets in the United Kingdom, with a 15.3% share (Beck,
2018). Headquarter based at 33 Holborn, London, EC1, United Kingdom. This study will highlights
the different strategies which can be used by the organization at the time of entering into South Korea
market and out of them which are the best for the organization on the basis of the benefits and
drawback offered by all the strategies.
Research objectives
Aim: To ascertain different strategy which can be used by Sainsbury for entering into South
Korea market.
Objectives:
 To analyse the trend of globalization with regards to exploring operations in South Korea.
 To analyse different entry options for Sainsbury.
 To identify challenges that Sainsbury may face at the time of entering into new market.
 To recommend the best mode of market entry for Sainsbury.
Research questions:
 What is the trend of globalization are with regards entering in South Korea market?
 What are the different entry modes available for the Sainsbury to enter into South Korea

market?
 What are the different benefits and drawbacks of different entry mode?
 Which is the best entering strategy available to Sainsbury for entering into a South Korea
market?
Section Two: Reasons for choosing this research project
Reasons for choosing the project
In the era of the globalization almost all the organization is looking to enter into global market but
they are not able to select the best strategy to enter into the global market. The big reason for them is
that all the strategy used to offer different sort of benefit and drawbacks to the organization.
Sainsbury is finding it difficult to understand the best strategy available for the organization, this
report will help the organization in understanding the same as it will put light on the different strategy
available for the organization and what are the benefits and drawback associated with the same.
Section Three: Literature sources searched
As per the view point of Tulung, (2017), in the era of globalization all the organization are
keen to enter into South Korea market. As it offers the variety of the benefit to the organization and
also proves a key factor in the success of the organization. Globalization is the process of integration
and interaction among people, companies and government worldwide. The big reason behind the
globalization growth is the advancement in the transportation and communication technology.
Organization uses many different strategy to enter into the new market as the benefit offered by all the
strategy are different from each other.
In the thought of Machi and McEvoy, (2016), Buying a company is the most common strategy
which is used by the organization to enter into South Korea market in which organization tend to buy
an existing local company in the South Korea market, the most common benefit which is enjoyed in
this strategy is that it brings the sustainable market share for an organization. At the same time it is
one of the most expensive strategy as it requires a huge amount of finance. Joint Venture is another
strategy which is used by the organization to enter into South Korea market in which third
organization is created on the mutual agreement of both the company. Biggest benefit which is
enjoyed by an organization in this strategy is that it helps the business in betterment of internal
resources and also the level of the risk and cost is shared by two parties. Clash of culture is the
biggest drawback which is seen in the Joint venture method as both the organization used to work in
different culture. As per the view point of Tulung, (2017) Licensing is another strategy which is used
by the organization in which organization grant permission to the local company to use product or
service of an organization. This is one of the most inexpensive strategy for an organization and also
bring sustainable market share for an organization. At the same time this strategy requires the good
demand of the product in the South Korea market so that it attracts the local company.
Klapper and Love, (2019) suggest that the organization looking to enter into south
Korea has to make sure that firm-level corporate governance provisions matter more
in south Korea country as compare to the other country.
Klement, ( 2019) highlights that Shiller-PE is a reliable long-term valuation indicator for developed
and emerging markets, so organization can take the help of the same to predict real returns on local
equity markets over the next five to ten years.
Section Four: Activities and timescales
Mentioned below:
Milestone one: ___Data collection __1 / 12 / 2019____________

Target date (set by tutor): __________________
Milestone two: _____Data analysis ___25 / 12 / 2019_______________
Target date (set by tutor): ______________________
Time Line
Time Period (in days) Actions
Start Finish
Activity
Thu 10 / 24 / 19 Wed 10 / 30 / 19
5 Identification
Sourcing of
Research Topic
Activity
Thu 10 / 31 / 19 Tue 11 / 5 / 19
4 Drafting Sourcing
of Research Aim
and Objectives
Activity Wed 11 / 6 / 19 Wed 11 / 13 / 19 6 Proposal drafting
Activity
Thu 11 / 14 / 19 Tue 11 / 26 / 19
9 Writing LR using
books and
journals related to
globalization and
different entry
modes
Activity
Thu 11 / 14 / 19 Fri 11 / 22 / 19
7 Selection of
Research tools
and techniques
Activity
Wed 11 / 27 / 19 Tue 12 / 3 / 19
5 Developingment
of Questionnaire
Activity
Wed 12 / 4 / 19 Fri 12 / 13 / 19
8 Collection of
Primary Data via
survey
Activity
Mon 12 / 16 / 19 Thu 12 / 19 / 19
4 Proper structuring
of the gathered
data set
Activity
Fri 12 / 20 / 19 Fri 12 / 27 / 19
6 Analysis of
Primary Data
Activity Mon 12 / 30 / 19 Tue 12 / 31 / 19 2 Recommendation

of strategy
Activity
Mon 12 / 30 / 19 Tue 12 / 31 / 19
2 Drafting
conclusion
Activity Wed 1 / 1 / 20 Thu 1 / 2 / 20 2 Final Formatting
Activity
Fri 1 / 3 / 20 Fri 1 / 3 / 20
1 Taking feedback
from Tutor
Activity Mon 1 / 6 / 20 Mon 1 / 6 / 20 1 Final Submission
Gantt Chart
Section Five: Research approach and methodologies
Research Type: In the field of research, there are two type of the research
type which is generally used by the researcher namely quantitative and
qualitative (Kumar, 2019). In order to assess the entry strategies for Sainsbury in
relation to entering into an South Korea market qualitative research method will be
conducted by the scholar. The reason behind the selection of this type is that
issues cannot be described or evaluated in numeric format.
Research Approach: Specifically, inductive and deductive are the main
two Approach which can be undertaken by the scholar for investigation purpose.
Researcher will be using Inductive approach as it proves crucial for the

Qualitative research.
Research philosophy: Interpretivism and Positivism are two common type
of the philosophy which plays a crucial role for researcher in achieving the
research Aim. Researcher will be using Interpretivism philosophy as it highly suits
to the research type selected.
Data collection: For conducting the research there are two type of data
collection method which can be used by researcher such as primary and
secondary method. In order to assess suitable entry mode for Sainsbury data will
gathered from both primary and secondary sources. In the context of primary
data collection survey will be conducted by the scholar on 10 managers of
Sainsbury via questionnaire. Secondary data will be collected with the help of the
different books and journal related to the study topic.
Sampling: Convenience sampling, Simple Random Sampling and Stratified
Sampling are three type of sampling method which can be used by the research
For achieving the objective of the research. Researcher will be choosing simple
random method for determining the suitable solution of research issue, 10
manager of Sainsbury will be selected by scholar using purposive sampling
technique.
Data Analysis: Researcher will be taking the help of the thematic data
analysis tool to analysis the primary data collected from the survey.
Ethical consideration: For complying with ethical aspects consent will be
taken from participant. Data collected will be maintained with the high level of
confidentiality. Researcher will also make sure that data collected is not shared
with any one
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed / Disagree: (Name of the IV)
Date

REFERENCE
Books and Journal
Beck, U., 2018. What is globalization?. John Wiley & Sons.
Hitt, M. A., Li, D. and Xu, K., 2016. International strategy: From local to global and
beyond. Journal of World Business. 51(1). pp.58-73.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Machi, L. A. and McEvoy, B. T., 2016. The literature review: Six steps to success. Corwin
Press.
Tulung, J. E., 2017. Resource Availability and Firm’s International Strategy as Key
Determinants Of Entry Mode Choice. Jurnal Aplikasi Manajemen. 15(1). pp.160-
168.
Online
Klapper and Love. [ONLINE] Available through: <https: / / papers.ssrn.com / sol3 /
papers.cfm?abstract_id=303979>
Klement, J., 2019. Does the Shiller-PE Work in Emerging Markets?. [ONLINE]. Available through: < https: / /
papers.ssrn.com / sol3 / papers.cfm?abstract_id=2088140>.

Research Ethics approval form
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