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A Case study on Sainsbury Plc Company

   

Added on  2021-02-19

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Research Proposal FormStudent Name: ______________________ Student ID:____________Centre Name: _____________________Tutor: ________________ Date:___________________Unit: ____________________Proposed Title: ______________________________________________Section One: Title, objective, responsibilitiesTitle or working title of the research project:Topic: To investigate different strategies that can be employed bybusinesses for entering into South Korea markets in the context ofretail sector. A study on Sainsbury PlcBackground of the studyGlobalization is the process of the organization in which they develop influence or start operatingon the international scale. Firm operating in the retail industry in UK also looking to globalize theiroperation as it helps them in increasing the market area coverage and also increasing the customerbase of the organization. As there is a high level of competition in the retail industry so thatglobalization helps business in sustaining the same. For this proposal, Sainsbury Plc has been selectedwhich 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 highlightsthe different strategies which can be used by the organization at the time of entering into South Koreamarket and out of them which are the best for the organization on the basis of the benefits anddrawback offered by all the strategies.Research objectivesAim: To ascertain different strategy which can be used by Sainsbury for entering into SouthKorea 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 Koreamarket?
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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 Koreamarket?Section Two: Reasons for choosing this research projectReasons for choosing the projectIn the era of the globalization almost all the organization is looking to enter into global market butthey are not able to select the best strategy to enter into the global market. The big reason for them isthat 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, thisreport will help the organization in understanding the same as it will put light on the different strategyavailable for the organization and what are the benefits and drawback associated with the same.Section Three: Literature sources searchedAs per the view point of Tulung, (2017), in the era of globalization all the organization arekeen to enter into South Korea market. As it offers the variety of the benefit to the organization andalso proves a key factor in the success of the organization. Globalization is the process of integrationand interaction among people, companies and government worldwide. The big reason behind theglobalization 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 thestrategy are different from each other.In the thought of Machi and McEvoy, (2016), Buying a company is the most common strategywhich is used by the organization to enter into South Korea market in which organization tend to buyan existing local company in the South Korea market, the most common benefit which is enjoyed inthis strategy is that it brings the sustainable market share for an organization. At the same time it isone of the most expensive strategy as it requires a huge amount of finance. Joint Venture is anotherstrategy which is used by the organization to enter into South Korea market in which thirdorganization is created on the mutual agreement of both the company. Biggest benefit which isenjoyed by an organization in this strategy is that it helps the business in betterment of internalresources and also the level of the risk and cost is shared by two parties. Clash of culture is thebiggest drawback which is seen in the Joint venture method as both the organization used to work indifferent culture. As per the view point of Tulung, (2017) Licensing is another strategy which is usedby the organization in which organization grant permission to the local company to use product orservice of an organization. This is one of the most inexpensive strategy for an organization and alsobring sustainable market share for an organization. At the same time this strategy requires the gooddemand 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 southKorea has to make sure that firm-level corporate governance provisions matter morein 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 timescalesMentioned below:Milestone one: ___Data collection __1 / 12 / 2019____________Target date (set by tutor): __________________Milestone two: _____Data analysis ___25 / 12 / 2019_______________
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Target date (set by tutor): ______________________Time LineTimePeriod (in days)ActionsStartFinishActivityThu 10 / 24 / 19Wed 10 / 30 / 195 IdentificationSourcing ofResearch TopicActivityThu 10 / 31 / 19Tue 11 / 5 / 194 Drafting Sourcingof Research Aimand ObjectivesActivityWed 11 / 6 / 19Wed 11 / 13 / 196Proposal draftingActivityThu 11 / 14 / 19Tue 11 / 26 / 199Writing LR usingbooks andjournals related toglobalization anddifferent entrymodesActivityThu 11 / 14 / 19Fri 11 / 22 / 197Selection ofResearch toolsand techniquesActivityWed 11 / 27 / 19Tue 12 / 3 / 195Developingmentof QuestionnaireActivityWed 12 / 4 / 19Fri 12 / 13 / 198Collection ofPrimary Data viasurveyActivityMon 12 / 16 / 19Thu 12 / 19 / 194Proper structuringof the gathereddata setActivityFri 12 / 20 / 19Fri 12 / 27 / 196Analysis ofPrimary DataActivityMon 12 / 30 / 19Tue 12 / 31 / 192Recommendationof strategyActivityMon 12 / 30 / 19Tue 12 / 31 / 192DraftingconclusionActivityWed 1 / 1 / 20Thu 1 / 2 / 202Final FormattingActivityFri 1 / 3 / 20Fri 1 / 3 / 201Taking feedback
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