Impact of effective entry strategies in maintaining and sustaining business’s competitive advantage

This research proposal aims to identify the effective entry strategies used by companies while expanding their business at the international level. The study will focus on Next Plc and critically evaluate the impact of entry strategy in maintaining and sustaining competitive advantage. The challenges faced by Next Plc while expanding their business at the global level will also be determined. The research methodology includes the use of a survey method to collect data from 100 respondents who are customers of Next Plc. The collected data will be analysed using statistical tools such as SPSS. The study will be conducted in accordance with ethical guidelines.

Research proposal

Contents
Research proposal...........................................................................................................................1
Title: Impact of effective entry strategies in maintaining and sustaining business’s competitive
advantage.........................................................................................................................................3
Introduction......................................................................................................................................3
Literature review..............................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................6
Reference.......................................................................................................................................11

Title: Impact of effective entry strategies in maintaining and sustaining
business’s competitive advantage
Introduction
Market entry strategies help organisations to present the products in global markets. There are
various different method that is to be used by organisations for the purpose of selling their goods
across globe. Organisations can select a suitable approach based on the target market and goes it
is based on understanding the different marketing strategies that can help in the process of
deciding the one that can offer most benefit for the organisation. Present report is based on
analysing the different types of entry strategies. There is critical evaluation of the impact of entry
strategy in sustaining and maintaining the required competitive advantage (Hardaker and
Zhang,2021). Further there are some of the challenges that are faced by organisations that are to
be evaluated as it poses a direct impact while business organisations are willing to expand across
the globe. Present research report is based on formation of proposal that analysis information
collected from secondary sources and there is description of the research methodology based on
which further final research will be conducted.
Aim: To identify the effective entry strategies used by company while expanding their business
at international level: A study on Next Plc
Objectives:
 To discern the effective types of entry strategies
 To critically evaluate the impact of entry strategy in maintaining and sustaining
competitive advantage for Next Plc
 To determine the challenges that would be faced by Next plc while expanding their
business at global level
Literature review
The effective types of entry strategies
As per view points of indeed editorial team (2021), there are different marketing strategies that
are to be used for the purpose of planning, distribution and delivering goods across international
markets. It is associated with the level and cost of the control of a entry level strategy that may
vary depending on the strategy selected by organisation. Organisations have to selective scheme
based on the product category they are selling worth of the product and the special handling

procedures at a required. For the purpose of selecting a specific and effective strategy
organisations have to align their budget with the various product considerations that may help
them in improving the chances of enhancing revenue. While selecting a specific strategy for
international market expansion there are three specific focuses that are made by organisations.
First factor is marketing organisations are generally considered the countries that contain the
target market and the way they can market their products to the right market segment. Another
strategy is sourcing organisations to whether to produce the product or by them with
manufacturer who are present overseas. Another strategy is associated with control organisations
have to decide to enter the market separately or associate with other businesses when present the
products international market (Lim, 2019). Some of the specific marketing strategies that can be
used by next PLC include exporting the products in countries which the organisation is intending
to sell.
Counter trade: It is a ordinary type of indirect international marketing that functions as a barter
system for organisations may treat each other products instead of offering the products for
purchase. Organisations may solve problems to ensure that other organisations may comprehend
the product value and getting goods at a related level of quality. It is one of the cost effective
choices as it may lead to exemption from import quotas.
Another strategy is licensing that occurs when organisation transfer was the right to use or sell
products to another company. Organisation may select the method if it has produce is in demand
& the brand may further plan to licence the product in market.
Joint ventures are also one of the effective strategies that help in minimising the risk of entering
international market. Joint ventures may work like independent organisations compared to the
combination of two smaller brands (Guercini, Milanesi and Runfola, 2020). Licensing occurs
when an organisation transfer the right to use or sell a product to other organisation. Joint
ventures can be used as a attempt to minimise the risk of entering international markets as
organisations me plan to sell in the global market. Franchising is also a method where a retail
organisation pays for the right to manage the branches of organisation it mostly require brand
recognition as consumers in the target market should be aware of the products that are being
offered (10 International Market Entry Strategies (With Definitions), 2020).

Evaluate the impact of entry strategy in maintaining and sustaining competitive advantage
for Next Plc
As per view points of Kim (2020), Strategic management is a dynamic process where there is
alignment of strategies business results and performance. In organisations it is associated with
leadership, people, technology and effective process. It is associated with the effective
combination of these elements that can help in having specific strategic direction and successful
service delivery. This process is very helpful in the process of making decisions that are
associated with daily business functioning to deal with the changing business circumstances.
There are some of the specific aspects that are affecting the organisations in maintaining and
sustaining competitive advantage. Entry strategies include aspects related margin improvement
that is seeking of cost saving at each stage of product life cycle by using of labour energy &
material resources (Singh, 2021). Rapid cycle time is also affected by the particular entry
strategy because it helps in managing the time to market by in view of the environmental issue.
Another aspect that is affected is the market accessibility is associated with development of
global products that are environmentally focussed and then meeting international eco labelling
principles in Japan, Europe & other regions. A particular entry strategy also affects the product
differentiation aspect that is introduction of distinctive environmental benefits in long run while
entering a new target market.
The studies have reflected that specific market entry strategy helps in getting a significant and
sustain market share advantage. Main focussed aspect while selecting a specific marketing
strategy includes reducing of the prices to penetrate an existing market. Entry level strategy also
focuses on improving the present product or services by focusing on a niche market segment.
Another associated aspect is incremental innovation which is enhanced version of existing
product (Jiang, Qu and Jain, ., 2018). Organisations like next PLC can improve the present level
of product and services by focusing on various target market requirements. Targeting of new
geographic market for existing product is also required because next PLC may face intense
competition that may affect their strategies in emerging market segments (Market entry strategy
for a digital platform provider, 2020).
The challenges that would be faced by Next plc while expanding their business at global
level

As per views of core (2020), there are some of the challenges which are faced by organisations
that are growing global using specific marketing strategies for the purpose of expansion. One
challenge is the physical distance because of the difficulty in the process of communication and
the long distance organisations may not be able to expand properly. There is presence of
unfamiliar cultures that may lead to differences and difficulty in the process of adapting to the
culture of target country. There are issues that are associated with establishing of required
customer base in the new target segment country. Organisational communication is also a issue
that may affect the process of communicating reporting and tracking of effort which may have a
big impact on the way organisations can succeed in the foreign market. Many countries also
possess specific fees and it is charged to organisations that are willing to expand into the country.
It becomes very important to understand them so that there is knowledge of the adequate
financial resources that are present in the organisation. It is also associated with the requirement
of specific resources which is very important to meet the manpower requirement for functioning
across overseas (Sears, 2019). Organisations can hire some new team members that may need
additional investment while they are willing to expand across international markets. Another
major issue or challenges that are faced is selecting the right country all the right target market.
Many organisations like next PLC are facing challenges where they are not able to target the
right country. Right target market must be able to offer the required opportunities for market
expansion. Another major issue that are faced by organisations while they are willing to expand a
across international market is adapting to the culture of the target market country. Organisations
have to come up with proper strategies so that they are able to understand the nature and
preferences of the target market. There are many issues and challenges that are used by
organisations next PLC has to take into consideration so that it does not possess a negative
impact on the overall functioning and long run (5 COMMON CHALLENGES OF
INTERNATIONAL BUSINESS YOU SHOULD CONSIDER, 2020).
RESEARCH METHODOLOGY
Research methodology is defined as the procedure and the way to properly answer the
research problem. In addition to this, it help researcher to know the process of gaining insight
about how the investigation will be done. It is one of the significant aspect for a study which
assist in collecting data in a proper and effective manner(Guercini, Milanesi and Runfola, 2020).
This section of resource include all the tools and techniques used by investigator to collect

information along with the justification. These further help reader in easily understanding the
data and interpret it in a proper way. It is important for researcher to select an appropriate
method of data collection as it help to gain valid and reliable outcomes. In order to explain
research methods used in the present study, research onion framework is applied. This
framework include various layers which are as follows:
Research philosophy: It is referred as a manner in which data about study is gathered,
used as well as analyzed. The two forms of research philosophy are positivism and
interpretivism. In relation to positivism philosophy, it assumes that reality is observed and
describe from an objective viewpoint. In context to interpretivism philosophy, it is related with
subjective intervention and interpretation in reality. According to the topic of investigation,
positivism philosophy is effective and appropriate. The reason behind selecting positivism
research philosophy is it mainly depend on subjective approaches instead of emotions and
feelings. Also, this analyzed that philosophy help in getting Accurate and appropriate decision
with in real time. Moreover, it help researcher to take less time and resources and to develop
valid and positive outcome.
Research approach: It is basically the process that is followed by researcher with the
objective to collect, analyse as well as evaluate data about the topic of investigation. In other
words, it is referred as plans as well as procedure that is used in order to attain reliable and valid
outcomes. Research approach is mainly of two types that is deductive and inductive approach. If
it is taking about deductive approach, it help investigator to develop hypothesis that is needed for
conducting the research with effective procedure. On the other hand, include research approach
did not consist of development of hypothesis. In the present research, deductive approach will be
useful and effective as it assist to evaluate information which is in the form of quantitative. In
addition to this, it is also based on facts as well as figures which ensure effective numeric testing.
It is determined that deductive research approach assist to provide effective explanation between
concepts and variables. Furthermore, itassist in generalising the findings of research within an
appropriate and effective manner.
Research strategy: It is significant for research to use an effective strategy so that
effective and timely results can be gained. Research strategy is one of the significant aspects of
methodology as it guide researcher in planning, developing, monitoring as well as implementing
study in a proper manner. There are various forms of research strategies such as action research,

case study, experiment, survey and many more. All this research strategies is effective and
appropriate but as per the research topic, survey as research strategy is useful and appropriate.
The main reason to select this is it help in gathering information on the basis of quantitative data
which further assist developing valid as well as reliable results. Moreover, survey as a research
strategy assist in collecting first-hand and proper information from the participants because of
which researcher is able to achieve objectives within set time.
Research choice: it is another significant aspect of research methodology that help
researcher to conduct study in a proper manner. There are many two types of research choices
that is quantitative and qualitative. It is analyzed that quantitative research is related with facts
and help in collecting numerical data. On the other hand, qualitative data is related with human
behavior and is provide non numeric data(Güler and Büyüközkan,2019). It is vital for
investigator to select effective methods so that positive conclusion can be drawn. In context to
the present study, quantitative method will be used by researcher as it help in collecting data
which is numeric and also allow to gather information in less time and cost. Moreover, it help
researcher to gather authentic and reliable information as one this data based on facts as well as
figures. Furthermore, it also allow investigator to draw reliable and valid conclusion in an
effective and timely manner.
Data collection: It is one of the significant aspect of study which help in conducting
investigation in an appropriate way. In addition to this, it is basically the procedure to collect
primary as well as secondary data through effective and reliable sources. It is significant for
research worker to gather proper data for gaining positive results. The two main types of data
collection methods are primary and secondary.With reference to Primary, it consist of data that is
gathered for very first time and is collected through various methods that is questionnaire,
interview, focus group, observation and so on.If it is talking about secondary information, it is
basically the data which is already existing and include viewpoint of various authors on the
particular topic. The various methods to gather secondary data are articles, books, journals and
many more. According to the topic of investigation, both primary and secondary data sources
will be used by researcher.In context to primary data, questionnaire will be developed as it help
research worker to gain in-depth knowledge about topic which further leads to getting reliable
and positive outcome within less time frame. On the other side, second information help in

gaining the viewpoint of different authors on particular topic because of which researcher is able
to gain understanding and attain valid results.
Sampling:It is referred as the procedure to select an appropriate sample size to conduct
study out of the total population. Probability and Non-probability sampling are two main forms
of sampling. In context to probability sampling, it consist of random selection of respondents that
further assist research worker to develop string inferences. In context to non-probability
sampling, it include non-random selection that is based on convenience and assist investigator to
properly gather information. In the present study, probability sampling will be beneficial and
effective as it assist to choose large sample size.Random sampling, which is a part of probability
sampling is chosen as it allow researcher to provide equal chance and select participants
effectively. Furthermore, 30 staff members of Next PLC is chosen as respondents for gathering
information and to attain objectives. Moreover, the main reason to select staff members as
participants is they have knowledge about ground workings and policies of company due to
which they are able to provide effective information.
Data analysis: It is another important aspect of methodology as it assist researcher to
analyse collected data and develop meaningful conclusion in an effective manner. In addition to
this, it is the procedure to execute techniques in order to evaluate information. The various types
of data analysis is thematic analysis, frequency distribution analysis etc. In context to present
study, researcher will make use of frequency distribution method as it assists to represent data in
the form of bar charts, graphswhich is easy to interpret and understand. It is determined that it
will help investigator to develop reliable outcome in an effective manner.
Ethical consideration: It is significant for researcher to follow all the ethical principles
as well as rules for conducting results in an effective and efficient way. Along with this, research
worker has the authority to collect information through different sources which is primary as
well as secondary sources. It is analyzed that ethical principles help in maintaining authenticity
related to activities. At the time of conducting research work, investigator focused on rules and
policies related to ethics such as transparency, anonymity, confidentiality, informed consent and
many more. This help researcher in reducing the level of risk and issues properly. It is
determined that following of all the principle help to implement all research activities without
any issues and disruptions (Gast and Ledford, 2018). Apart from this, there are also other
principles of research such as avoid using deceptive practices, minimize the risk of harm to

research participants, give participants right to withdraw and so on. All this ethical consideration
should be followed by research worker to achieve positive results.
Cost: Budget is associated with requirement of specific financial resources it is very
important for the purpose of conducting research in a most effective manner (Arslan and Larimo,
2017). It is the responsibility of researcher to gather information by analysing various sources so
that there is presence of adequate data and information while conducting the research. For this
purpose specific division of cost as per specific requirements are mentioned below.
Description Cost
Survey 35£
Equipment for the project 30£
Travel cost 30£
Management cost 55£
Total 150£

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