Business Research Methods and Market Entry Strategies

This assignment delves into the realm of business research methods, exploring various approaches to conducting research and understanding market dynamics. It also examines market entry strategies, including five modes of entry into foreign markets. The document provides a detailed analysis of key concepts, methodologies, and case studies related to business research and international market expansion.

Research Project

Table of Contents
PART 1-RESEARH PROPOSAL...................................................................................................1
INTRODUCTION...........................................................................................................................1
Contribution of the research........................................................................................................2
LITERATURE REVIEW................................................................................................................3
Theme 1: To identify the concept of emerging markets and different foreign market entry
modes..........................................................................................................................................3
Theme 2: To determine the factors affecting the choice of an entry mode.................................3
Theme 3: To identity the significant importance of market entry strategies for the business
success.........................................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................6
TIMELINE.......................................................................................................................................7
PART 2- RESEARCH PROJECT ..................................................................................................9
EXECUTIVE SUMMARY ............................................................................................................9
METHODOLOGY..........................................................................................................................9
RESULTS/ FINDINGS.................................................................................................................11
DISCUSSION................................................................................................................................15
CONCLUSION .............................................................................................................................24
RECOMMENDATIONS ..............................................................................................................25
REFLECTION...............................................................................................................................26
REFERENCES .............................................................................................................................28

PART 1-RESEARH PROPOSAL
INTRODUCTION
In order to promote the new product or services in the market the most important thing
that businesses do is to identify their potential market area to gain profit maximization. Global
business is the opportunity for any businesses who wants to expand its operation activities to
generate significant profit outcomes (Ward, 2016). Meanwhile, companies also facing many
challenges and failures to get to the final stage due to wrong selection of market entry modes.
Present research project has been based on the different strategies employed by the business to
enter emerging markets. In order to take into the deep knowledge, researcher also taken help
from different resources, methodologies to collect the information on globalisation and it's
emerging market strategies. Globalisation defines the new change within the organisation with
innovation and creativeness. Globalization of business is the change in a business from a
company associated with a single country to one that operates in multiple countries. Present
research based on globalisation where it will be taking topic the different strategies employed by
businesses to enter emerging market. Moreover, this research project will also be covering the
primary and secondary research with the help of using different methodologies. h
Background
In present situation of market, whether it is medium scale business or small scale
business are wants to sell their product or services at global market. Internationalisation is the
process of adapting exchange transaction modality to international markets. In other words,
globalisation is now become the mainstream phenomenon in the market. That helps businesses to
get more profit and customer attention towards the company profitability. Such as TESCO wants
to open up their new expansion in China Emerging market that helps company to explore the
range of services to new buyers as well. China is a huge market where the company can easily
get the higher opportunity to explore the market operations for getting higher business growth.
The focus of the study is to identify the different strategies that company could adopt enter into
the new emerging market. It also helps to redefine the business with new people, customer needs,
technologies and many more.
Limitations of the research
Limitations of the present research are the factors that sometimes affect the whole
research process and make difficulties to collects data or information. In present research there
1

will be a statistical or data limitations due to which it can suffer from limited impact from factors
such as strong regional focus. Statistical limitations can also stem from study design, producing
more serious limitations in terms of interpreting the findings. Another limitation of the study can
be wrong research design which can also be the threat for the researcher.
Contribution of the research
Globalisation has contributed to the process of business growth in each areas. Present
study will contribute in terms of development in technologies change, economies of scale, helps
in identifying the differences in tax systems, less protectionism, growth strategies of
transactional and multinational companies. However, the researcher conduct the study on
globalisation and identifying the business opportunities.
Rationale
The reason behind this study is to explore the best emerging market entry mode to the
company in order to expand the business activities. Besides that, study finds the most efficient
international market entry strategy for companies moving from developed/transition economy to
an emerging market growth. Internationalization is the broad concept that makes the industry
most innovative and challenging in order to meet out the goals and objectives. So that, the main
purpose of this research is to know the deep understanding of the importance of globalisation in
order to promote the business and profit earning capacity.
Aims : “To investigate the different strategies employed by businesses to enter emerging
markets”. A study based on TESCO.
Objectives
 To identify the concept of emerging markets and different foreign market entry modes.
 To determine the factors affecting the choice of an entry mode.
 To identity the significant importance of market entry strategies for the business success.
Research Questions
Q. What are the concept of emerging market and different foreign market entry modes ?
Q. What are the factors affecting the choice of an entry mode ?
Q. What are the significant importance of market entry strategies for the business success ?
2

LITERATURE REVIEW
Theme 1: To identify the concept of emerging markets and different foreign market entry
modes.
According to Marquis and Raynard, (2015), In order to expand the business activity and
their market on international they need to decide on a market entry strategy, Which comprise an
entry mode and a marketing plan. In order to expand this market there are several market entry
mode strategies. In other words, emerging market economy is one in which the country is
becoming a developed nation and is determined through many socio economic factors. All
emerging countries progressing towards the growth or development. According to Leonidou and
et.al., (2017) there are number of market entry modes that helps to get the best idea and effective
learning opportunity. such as Exporting is one of the first market entry strategy which is the
marketing and direct sale of domestically produced goods in another country. Commerce is a
traditional and well established method of reaching foreign markets. Commercialism is a
conventional and well established methods that helps Tesco to the reaching China Market.
Exporting is the marketing and direct sale system that helps company to begin the new journey in
the business goals. Another strategy for supporting roles are Licensing which is again very
essential permits a company in the target country to use the property of the licensor (Five Modes
of Entry Into Foreign Markets, 2019). This strategy is intangible, such as trademark, patents and
production and techniques. As per Marquis, and Raynard, (2015) Licensee pays a fee in
exchange for the rights to use the intangible property and possibly for technical assistance. The
advantage of licensing is they providing high rate of return to the company in order to meet out
the best advantage goals and results. The benefits of licensing are political connections and
distribution channel access that may depend on relationship.
Theme 2: To determine the factors affecting the choice of an entry mode.
According to Rauter, Jonker and Baumgartner, (2017) There are different factors that
affect the business entry modes in different manner. Such as external factors, internal factors,
transaction specific behaviour and desired mode characteristics etc. Such as external factors that
affect the choices of an entry mode by managers are those factors that controlled or influenced
by the firm. All these factors includes production factors, sociocultural factors, political factors
etc. in order to have knowledge of market factors are very significant for the company to explore
the different more market opportunities. Apart from that, there are all other factors that affect the
3

business such as different environment and culture between company home country and the host
country. According to per Hohenthal, J., Johanson, J. and Johanson, (2015) another factor
affecting is internal factors that might get affect the decision making power of market entry
mode. It would directly affect the long term decision making power that affect the overall
business activities. These factors includes firm size, amount of international experience and
product or services characteristics. Other factors are transaction specific factors as the name
already indicates, transaction specific factors refers to the factors related to the transaction made
by the company. These factors get affected by the transaction costs and the tacit nature of know
and how. This affect the business opportunity and gain the long lasting effects and challenging
target opportunity and goals. All these factors directly or indirectly affect the business
opportunity and goals in different context and manner. Generally, transaction costs occur when
there is no fair competition in the markets. That also make involves and affect the business goals
and opportunity in order to meet out the best developing results. According to Rauter, Jonker and
Baumgartner, (2017) there are some barriers who restrict companies to open up the new
operation market into the new market position. This would affect the ineffectiveness and
inappropriateness to get the challenge. Companies entering into the new market face problems or
increased costs because of the business environment and they way which companies operates.
For example: marketing services might be prohibitively expensive. One of the challenging
barrier that might be affect Tesco is Monopolies situation represents a very serious barrier. This
situation arise when the company is the only seller of that particular goods or services in the
market. Monopolies might be the state owned or can be created through takeover of competing
companies. In other words, it would also impact the business in different so many manners and
target opportunity. Monopoly is the situation which represents a very serious barrier that affect
the business in very effective manner. Monopolies might be state owned or can be created
through takeovers of competing companies. If entering companies cannot access an efficient or
cost effective and distribution networks that makes the good or services are unlikely to be
successful. As per Leonidou and et.al., (2017) Another barrier is legal protection that might be
creating uncertainty for the businesses. For organisation new environment is not friendly and
their legal requirement that direct affect the business growth.
4

Theme 3: To identity the significant importance of market entry strategies for the business
success.
According to Hohenthal, Johanson and Johanson, (2015) Market selection is the first and
most important step to understand launch a product or service overseas. Apart from that, it also
discovers the new learning growth that helps company to develop in a more motivating manner.
The main importance of market entry strategies that are most significant challenging market
opportunity and task that makes the best developing opportunity through company can make new
developing opportunity to gain market attraction. Globalisation is very important and challenging
business activity that makes company more popular and effective task. Market entry mode
strategies are very much effective and required ways that helps company to get the global reach.
All these entry modes also helps to local company to get interact at international level that
directly increases their high market share and growth for future.
Apart from that, it develops the new market with new product development is the big
opportunity to enter into the new state that makes the process more clear and challenging.
Expansion of business is good for the future development which is very important and good for
the good opportunity task. According to Hohenthal, Johanson and Johanson, (2015) Exporting is
the easiest and most effective and most commonly used method of entering a new international
market. This is helpful to promote the business opportunity and long lasting way of challenging.
Market entry strategies also very helpful and challenging getting market position.
5

RESEARCH METHODOLOGY
Research Philosophy : This is the vast element of research methodology that helps
researcher to conduct detailed research (Kumar, 2019). In other words, for a businesses'
dissertation devoted to research philosophy in detailed manner to gain the best advantage growth
results. There are two types of research philosophy; Interpretivism and Positivism. Positivism
research philosophy is very difficult to be explained in a precise and succinct manner. In other
words, Positivism approach is based on facts which is authenticated at some level of time.
Present study will be uses Interpretivism method to take the study further.
Research Approach : Research approach is the another effective research method that
helps to accomplish aims and objectives. Research approach is of two types- deductive and
inductive research approach (Mackey and Gass, 2015). Deductive approach conduct the study
on the basis of hypothesis and inductive research conduct study on the basis of reasoning which
starts from taking new initiatives. Present research will be using Inductive approach to
understand the concept of emerging market and identify the different ways of market entry
modes.
Research design : Research design is the layout of study under which it conducts, it has
two types exploratory and conclusive. Exploratory research design generate the specific aim of
the research. In contrast, conclusive aim is to give the all answers of research question. Study
will be uses Exploratory research design.
Sampling : Sampling is the method of research that define the specific group of
individuals that helps to accomplish the research. It is of two types probability and non-
probability sampling. Present study will be uses simple random sampling by taking 25
employees of Tesco.
Data Collection : Data collection is the process of collecting data through different
manner into the best effective manner into the best practices and challenging manner. There are
two types of data collection method - primary and secondary method. Present study will be uses
both primary and secondary data method by the help of questionnaire and literature review
respectively (Flick, 2015).
Data Analysis : Data analysis is the secondary process after data collection where
researcher analysis and evaluate the data on the basis of two method quantitative and qualitative
6

method. Present research will be using qualitative method by taking questionnaire survey with 25
employees.
Ethical Consideration : Ethical consideration is the leading and specific required
element in the research that makes study more authenticated and relevant to the fact. In between
researcher should have required to full fill the all legal consideration as per the law. Such as for
present study (Ledford and Gast, 2018). Researcher adopts the data protection act to make sure
that all data are secured and safe.
TIMELINE
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7
Selection
of topic
for
investigati
on
aim and
objectives
Writing
Literature
review
informati
on
Gathering
Analysis
of
informatio
n
Drawing
conclusion
Change
according
to
7

feedback
received
Submissio
n the
research
report
8

PART 2- RESEARCH PROJECT
EXECUTIVE SUMMARY
Present study has been outlined the emerging trend and different market entry mode to
international market. In other words, foreign direct investment that believed to make major
contributions to the economic development of emerging markets. However, the research project
has been described the different strategies and targets that makes the different opportunity for the
local businesses. The study investigate the foreign investment strategies in four emerging
markets and contribute the local economy. However, The present research project also has been
conduct survey from different targets. That helpful to make the best development areas and
goals. This study investigates the foreign investment strategies in the four emerging market
goals. Further in this report, researcher also investigated the survey conducted with respondents.
It has been found out that, as per the respondents majorly data suggested that Franchising is the
best strategy to entering into the other country (Goyat and Nain, 2016). However, the research
project also conducted methodologies and techniques that has been used throughout the whole
study. In order to support findings, research also justifying strategies by recommendation and
reflection.
METHODOLOGY
Research Philosophy : Research philosophy itself is a vast topic that helps to conduct
the research topic in detailed manner. There are two types of research philosophy Positivism and
interpretivsm (Bresler and Stake, 2017). interpretivsm involves researchers to interpret the study
by the integration of human interest. The main focus of this method is to identify the meaning by
implying the different aspects of the issue. Positivism is the complex than interpretivsm to
explained in a precise and sufficient manner. This method of approach is work on the basis of
ideas and that science is the only way to learn about the truth. However, the present study has
been taken interpretivsm philosophical method to identifying the most appropriate technique for
entering into the emerging market.
Research Approach : Research approach is divided into two techniques deductive and
inductive research technique. Deductive approach develops the hypothesis which has been based
on existing theory and then develop the research design to analyse the hypothesis. On the same
side, Inductive approach starts with observation or the theories and that discuss the findings. The
main objective of Inductive approach is to explore the whole research findings and identifying
9

the formulating research questions and objectives (Fletcher, 2017). For present research, it has
been taken Inductive research approach to gathered the study and identifying into the best
possible manner.
Research Design : Research Design is considered the most influencing and different
context of the business to make the business opportunity and gain. Different Context can be
divided into two groups which is exploratory and conclusive. Exploratory research design is the
method or process to explore the research is not determine the nature of the problem, exploratory
research is not intended to provide conclusive evidence. Apart from that, conclusive method
which is implies to generate the findings that are practically useful in reaching conclusive or
decision making. Conclusive research design usually involves the application of quantitative
methods of data collection. So in other words, present research will be taking Exploratory
research design which is more useful and effective to explore the data into more deeper manner.
Sampling : Sampling is the systematic approach or method to describe to explore the
research into more effective manner (Flick, 2015). Sampling is the approach which explained as
a specific principle used to select members of population to be included in the study. Due to
large number of population growth sampling methodology has been divided into two parts
probability and non probability sampling. Probability sampling is the method of population has a
chance of participating in the study. Probability is the technique that allows audience to
participate in the research process. Under this technique number of other method is includes is
simple, stratified, Systematic, multistage and cluster sampling methods. On the other hand, non
probability sampling method is the non random manner. That define the better effective learning
opportunity gain. Non probability sampling is the method that selects specific and limited
number of respondents for the study with the helps of some methods such as purposive, non
random, convenience etc. in order to conduct this present research, researcher has been taken
simple random sampling with the help of 25 employees of TESCO.
Data collection : Data collection is the most essential and significant fact that contributes
the major part in the research. Data collection or information is the source through researcher
analyse the findings and evaluate the final outcomes. However, this is the essential process of the
research process (Goyat and Nain, 2016). There are two types of method of data collection
primary and secondary. Secondary data is a method that collects information from journals,
books, internet, etc. secondary information is helpful to collect unlimited knowledge that might
10

be useful for conducting research. However, primary research technique method under which
investigator collects data through survey, group discussion, and other different manner. Such
results is fresh and based on facts and figures. Present research study has been taken both
research techniques and methods. However, researcher analyse primary data by supported
literature review. On the other side, secondary data collected ha been collected by questionnaire.
Data Analysis : Once the data has been gathered, the next step is to analyse or evaluate
the assembled information by applying the different techniques. Data analysis of two types,
Qualitative and Quantitative method. Qualitative method is refers to analyse the data in non-
numeric form. For example : interview transcripts, notes, videos and audio recording or text
documents. Qualitative data analysis can be divided into the following five categories. On the
same side, quantitative method of data analysis expected to measure information in numeric form
by applying the statistical tools and techniques (Kumar, 2019). Quantitative method is more
complex than qualitative that describes the study into more authenticated manner. However, the
study or managing the plan is more authenticated and influencing into more deeper form. Present
study has been taken Qualitative method of data analysis.
Ethical Consideration : Ethical consideration is the systematic and legally structured
form of plan that makes the best and developing results to be more effective and authenticated.
Every researcher should followed the proper form of developing results that makes the whole
research more save and secure. In order to address ethical consideration this aspect of the
research is effective and well expand discussion of each of the following point such as to secure
the information of respondents and also secure the proper dignity and efficient process of fact
and results (Mackey and Gass, 2015).
RESULTS/ FINDINGS
Questionnaire
Name:
Age:
1. How long you all are working in the firm?
 More that 2 years
 From last 5 years
 In between 2 and 5 years
11

 Less than 1 year
2. Do you all aware with the concept of globalization?
 Yes
 No
3. Are you satisfy with the global strategy adopted by the TESCO?
 Satisfied
 Partial Satisfied
 Dissatisfied
 Strongly dissatisfied
4. Is TESCO involve all the employees while taking big decision for the company?
 Yes
 No
5. Do TESCO has any international sales?
 Yes
 No
6. What are the best entry mode strategy can be adopted by the TESCO?
 Direct Exporting
 Franchising
 Licensing
 Partnership
7. What are the advantages of using Franchising as a market entry mode?
 Save extra cost
 Reduces the Risk of business failure.
 Helps to sustain a brand image
 All the above
8. What are the challenges faces by the TESCO while emerging into new market?
 Language barrier
 Cultural Nuance Differences
 Finding reliable partners
 Distance and time
9. How a company chose market by using effective market entry modes?
12

 By analysing market
 Competition
 By determining market factors
 By identifying the benefits and drawbacks of market
10. What are the problems face by TESCO while choosing Franchising as a market entry mode?
 Reputational damage
 Innovative challenges
 Less control over managers
 Royalty Payment
1. How long you all are working in the firm? Respondents
More that 2 years 10
From last 5 years 11
In between 2 and 5 years 3
Less than 1 year 1
2. Do you all aware with the concept of globalization? Respondents
Yes 20
No 5
Are you satisfy with the global strategy adopted by the TESCO? Respondents
Satisfied 16
Partial Satisfied 4
Dissatisfied 4
Strongly dissatisfied 1
Is TESCO involve all the employees while taking big decision for the company? Respondents
13

Yes 18
No 7
Do TESCO has any international sales?
Respondent
s
Yes 20
No 5
What are the best entry mode strategy can be adopted by the TESCO? Respondents
Direct Exporting 8
Franchising 11
Licensing 3
Partnership 3
What are the advantages of using Franchising as a market entry mode? Respondents
Save extra cost 5
Reduces the Risk of business failure. 4
Helps to sustain a brand image 5
All the above 11
What are the challenges faces by the TESCO while emerging into new market? Respondents
Language barrier 5
Cultural Nuance Differences 4
Finding reliable partners 11
Distance and time 5
14

How a company chose market by using effective market entry modes? Respondents
By analysing market 2
Competition 5
By determining market factors 16
By identifying the benefits and drawbacks of market 2
What are the problems face by TESCO while choosing Franchising as a market
entry mode? Respondents
Reputation damage 8
Innovative challenges 11
Less control over managers 3
Royalty Payment 3
DISCUSSION
Theme 1: Majority of employees are working from last 5 years
15
More that 2 years
From last 5 years
In between 2 and 5 years
Less than 1 year
0
2
4
6
8
10
12
10
11
3
1
Column B

Interpretation: According to the view of employees, it has been analysed that TESCO
has the employees who are working from last many years, it clearly reflects that the firm has
good employee retention. It has been interpreted that out of 25 respondents, 11 states that thy are
working in a firm from last 5 years, while 10 states that they are working from last 2 years, 3
responds hat they are working in between 2 and 5 years and only 1 states that working from last
1 years. Thus, it clearly states that it has the employees who are working so long and this clearly
shows company's working environment is quite effective.
Theme 2:Majority of employees have knowledge about the concept of globalization
Interpretation: Globalization is the concept of integration between two countries,
peoples and as per the view of employees, it is realized that majority of the employees have
enough knowledge of globalization. Such that from the above graph, it is interpreted that out of
25 employees of TESCO, 20 are in favour of the concept of globalization while, only 5 states
that they are not aware of it. Thus, it is clearly shows that company uses different strategies and
that is why it has a global brand image as well.
Theme 3: Yes, majority of employees are satisfied with the strategy adopted by TESCO.
16
Yes No
0
2
4
6
8
10
12
14
16
18
20
20
5
Column B

Interpretation: As TESCO has brand image which means that it adopt new strategies in
order to sustain its unit at different country. Similar way, as per the view of employees, it has
been clear that employees are satisfied with the global strategy adopted by TESCO, such that out
of 25 employees 16 are satisfied with the strategy opted, while 4 employees are partial satisfied,
4 are completely dissatisfied and only 1 is string dissatisfied. Thus, it clearly shows that
company adopt different global strategy in order to sustain its brand image at international level.
Theme 4: Majority of employees states that company involve employees while taking big
decision.
17
16
4
4
1
Satisfied
Partial Satisfied
Dissatisfied
Strongly dissatisfied

Interpretation: according to the view of employees, it has been analysed that majority of
employees are in favour that company's leaders and managers involve employees into its
decision making. It clearly shows that company have strong democratic leadership styles and by
realizing the views of different employees, company take decision. Such that it has been
interpreted that out of 25 respondents, 18 are in favour, while only 7 states that they are not
involving. Therefore, it has been clearly shown that company involve its employees in every
decisions.
Theme 5: Respondents are highly agreed that TESCO has its international sales.
18
Yes No
0
2
4
6
8
10
12
14
16
18 18
7
Column B

Interpretation: Currently, TESCO has a brand image and operates its unit at different
country. In the same way, as per the above graph, majority of respondents are in favour that
company has its international sales, such that out of 25 employees, 20 employees are in favour
while only 5 states that TESCO did not have international sales. Therefore, it clearly shows that
the firm also sell its products and service at international level.
Theme 6: Majority of respondents state that Franchising is the best market entry modes
19
Yes
No
0 2 4 6 8 10 12 14 16 18 20
20
5
Column B

Interpretation: As TESCO wants to establish its unit at new emerging market and that is
why as per the view of employees, majority states that using franchising is the best market entry
mode among all. Such that out of 25 employees, 11 states that franchising is the best market
entry mode, while 8 states that direct exporting, 3 states licencing and 3 states partnership.
Therefore, it has been clear that opting franchising as a new market entry mode will be good
option as per the above graphical representations.
Theme 7: Respondents state that franchising has many advantages
20
8
11
3
3
Direct Exporting
Franchising
Licensing
Partnership

Interpretation: Adopting franchising as a market entry mode is considered better option
because it has many advantages. As per the view of respondents, it has been clearly analysed that
majority of them are in favour that using franchising as a market entry mode has different
advantages because out of 25 employees, 11 states that franchising helps to save extra cost,
reduce the risk of business, assist TESCO to sustain its brand image at international market.
Thus, it is clear that using franchising as a market entry mode will create positive impact upon
overall business and can be operated at different countries as well.
Theme 8: Employees state that finding reliable partner is the challenges can be face by
TESCO
21
Save extra cost
Reduces the Risk of business failure.
Helps to sustain a brand image
All the above
0
2
4
6
8
10
12
5 4 5
11
Column B

Interpretation: in order to emerge at new market, employees suggest that TESCO
should use franchising as a new market entry mode but it also faces some challenges. In the
similar way, majority of respondents states that finding reliable partner is the one of the
challenges which TESCO may faces. Such that as per graphical representation, it has been
interpreted that out of 25 employees, 11 states that finding reliable partner is the greatest
challenges, while 5 states that language barrier and distance and time is another challenges, while
only 4 states that cultural nuance difference is another challenge which TESCO may face.
Theme 9: Majority of respondents state that company determine the market factor while
emerging into new market.
22
Language barrier
Cultural Nuance Differences
Finding reliable partners
Distance and time
0 2 4 6 8 10 12
5
4
11
5
Column B

Interpretation: As company wants to enter into new market and that is why TESCO has
to analyse the factor that may affect the business. That is why it is quite essential to study the
market as well, in the same way, majority of respondents are in favour that TESCO must
determine all the market factor which includes legal, political, economical and social factors.
From the above graph, it has been interpreted that out of 25 employees, 16 employees state that
company should determine the market factor first, while 5 states that it must analyse the
competitive advantages using number of competitors, while 2 states that TESCO should analyse
the market opportunities and pros and cons of market.
Theme 10: Majority of employees are in favour that company faces innovative challenges
while choosing franchising as a market entry mode.
23
2
5
16
2 By analyzing market
Competition
By determining market
factors
By identifying the
benefits and
drawbacks of market

Interpretation: As per the above interpretation it has been found out that, majority of
respondents were thinks that innovative challenges is the most difficult challenge that affected
the Tesco while choosing the franchising as a market entry mode. However, as per the 8 number
of respondents reputation damage is the major issue for while selecting the way of franchising.
Apart from that, 3 number of respondents were thinks that less control over managers is the best
way to control the effective management results or opportunity.
CONCLUSION
As per the above research and findings, it has been concluded that, to improve and
enhance brand expansion, company should need to be taken new strategy that makes the process
more effective and challenging to gain the business opportunity. However, the whole research
has been concluded that how TESCO can easily entered into the china market. For that, report
has been concluded about the concept of emerging markets and different foreign market entry
modes. Such as exporting, franchising, licensing, FDI etc. from the basis of data and respondents
results, number of majority has been suggested that Franchising is the more flexible way for the
Company to expand the new business operation (Hansen and Rocha, 2016). On the other side,
study also explored the factors affecting the choice of an entry mode. So in order to that, it has
been explained that different factors that affect the business entry modes such as internal and
24
Reputation damage
Innovative challenges
Less control over managers
Royalty Payment
0
2
4
6
8
10
12
8
11
3 3
Column B

external method. All such factors directly or indirectly affect the business operations in terms of
making the business more effective or unchallenging. All such external or internal factors affect
the overall business it would directly affect the business decision making approach. Majorly, the
selected respondents suggested that findings reliable partners is the most challenging and
difficult task that faced by the Tesco while entering into the another country. As per the other
respondents they also defined that innovation challenges are the another most competitive in
terms of facing issues in franchising rather than royalty payments, or reputation damage.
Moreover, the overall research has been emphasized the significant knowledge of business
expansion that is the most important aspects of the business (Hanson and et.al., 2016).
RECOMMENDATIONS
Global expansion and development in business activities is the opportunity for the Tesco
to enhance the market share and brand expansion. However, there are some more ways or
strategies that company could adopt for the business growth. Establish a value proposition is the
one option that expand or sustain the business to understand what sets it apart from the
competition. To sustained in the market it is very necessary for the business to carried out the
market research and understand the reasons for what customer will approach the company. This
thought might differentiate the system that what makes the business more authenticated and
effective (Hofer and Baba, 2018). Identify the ideal business customer. To identify the customers
is also very necessary for the company before entering into the any market. By the identifying
the customer needs, company can better solve the customer query and problem.
Another way through Tesco can expand their business that is to look up to the level of
competition and the rival companies exist in the market as long. For the businesses it is more
sustaining, Tesco should have to be more competitive and challenging to face the level of
competition. Company can also applying the method of product expansion strategy that makes
the customers more happy and satisfied to increase its sales and profits. Growth strategies in
business in business can also includes an acquisition. In acquisition a company purchase another
company to expand its operations. Product expansion strategy often work well the existing
technology starts to change into more frequent manner.
Growth through diversification at global level is the another way that performed by the
company in different context. Product expansion growth strategy works well when technology
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starts to change. A small company may also be forced to add new products once its product or
services become out of fashion (Holtbrügge and Berning, 2018).
Acquisition of other companies growth strategies in business can also includes an
acquisition. A company purchase another company which is already been existed in the market
with high market share. Tesco can also adopt the strategy in order to expand the business into
new market growth. However, from the following given strategy company can also adopts one of
them :
Market share : Under this strategy company seek to capture a bigger of share current
market with the products it already has. For example : company can also very helpful to manage
the market share or company effective management goals.
New markets : This is the another way that company could adopt that is finds a new
market for the new or the current products.
Repositioning and efficiency : Under this strategy, Tesco can rebranding the product in
the market that makes the process more effectively suitable and challenging. Brand
repositioning is the another productive way to control the effective management task to gain
market positive outcomes (Hwang, 2017).
REFLECTION
Throughout the study, I have been learned so many different knowledge and skills that
will be helpful for my long term growth. I have been used different research methods and
approaches to collects the findings and data. I have been learned data or information about the
globalisation and some techniques for entering into the global market. However, I also gathered
information and data from the 25 respondents that helped me to nourish my communication or
written skills. I have also described the collected data and interpret the information into best
performing manner (Quinlan and et.al., 2019).
Therefore, I learned the significance importance of globalisation that makes the best style
and management growth effects and management approaches that makes the process more
influencing. Through out the study, I improved my technical or research skills to collect data and
how the all collected information will be interpreted into the final findings. How it can be more
helpful and managing the working opportunity more effective. Along with that, I have also
review my own strength and weaknesses that makes the process more influencing and generating
the best developed growth. I have analysed that, I need to improvise my analytical skills to
26

generate more understanding of the method. Also I have gained knowledge about the different
strategies that makes my skills more productive and knowledgeable. I have gained knowledge
skills of different aspects. I have gained more effective and generating work goals more
effectively performing and making the business more effectively performed. Moreover, I also got
to learn team building and how to get completed the work on time. Besides, I also gained the
knowledge in developing results and analysed research with the help of different techniques and
tools (Vassileva and Nikolov, 2016).
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Online
Five Modes of Entry Into Foreign Markets. 2019. [Online]. Available
through :<https://budgeting.thenest.com/five-modes-entry-foreign-markets-
25303.html>.
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