Market Entry Strategies for International Expansion

Global economies and
international market

Contents
INTRODUCTION...........................................................................................................................3
Rationale of the research.............................................................................................................4
LITERATURE REVIEW................................................................................................................4
To know the importance of market entry strategies for organisation while entering into
international level........................................................................................................................4
To analyse the challenges faced by company at the time of entering in international market.. .4
To examine the strategies that can be adopted by organisation to reduce the challenges
associated at international market..............................................................................................5
RESEARCH METHODOLOGY.....................................................................................................6
Gantt Chart..................................................................................................................................9
Budget:......................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
APPENDICES...............................................................................................................................12
INTRODUCTION
Market entry strategy is mainly planned distribution as well as delivery method of product
and services to a new target market. In addition to this, it refers to the establishment, creation and

management of contracts with the foreign country. There are various market entry strategies that
is Joint venture, partnership, merger & acquisition, franchise, strategic alliance and many more
(Kim, 2018). All this strategy plays an important role and impact on the overall profitability of
the company. For the present research, Rowlinson Knitwear is taken into consideration. It is a
certified B corp & employee owned business that offers quality and durable school wear and
corporate wear. The company was founded in year 1934 and its head office is located in UK. The
higher authority of Rowlinson Knitwear is planning to expand its operations in Germany and for
this the study is conducted in order to know about which market entry strategy is effective and
suitable for them. The research will cover market entry strategies along with its significance in
maintaining & sustaining its competitive advantage at international marketplace. In addition to
this, various research methods used along with the Gantt chart is elaborated in a proper manner.
Research aim:
“To determine the entry strategies and their importance in maintaining and sustaining its
competitive advantage at international marketplace”. A case study on Rowlinson Knitwear.
Research objectives:
 To know the importance of market entry strategies for organisation while entering into
international level.
 To analyse the challenges faced by company at the time of entering in international
market.
 To examine the strategies that can be adopted by organisation to reduce the challenges
associated at international market.
Research Question:
 What is the importance of market entry strategies for organisation while entering into
international level?
 What are the challenges faced by company at the time of entering in international
market?
 What are the strategies that can be adopted by organisation to reduce the challenges
associated at international market.
Rationale of the research
One of the main reason to choose the topic is it help researcher to gain knowledge about
the entry strategies and their importance in maintaining and sustaining its competitive advantage

at international marketplace. By conducting this research, investigator is able to learn about
research skills, time management, communication, problem solving, technical skills and so on.
This will assist investigator to gain both personal as well as professional development which in
turn leads to attainment of best opportunity in coming future.
LITERATURE REVIEW
To know the importance of market entry strategies for organisation while entering into
international level
According to Tomer Harel, (2018), there are several strategies to enter into an international
market such as joint venture, strategic alliances, takeovers, franchises, merger and acquisitions.
These all strategies are really important and help to expand business at wide level. As per current
market conditions, there is higher competition prevailing at market thus it is really essential to
expand business at international level. In context of Rowlinson Knitwear which is currently
working in UK it is essential to explore business in different countries across the world. To
enlarge and expand business at international level managers need to have clear vision about
future processes and resources that will be required in expansion (Woo and Grandy, 2019).
Nowadays, to sustain at market place for a longer period of time, it is essential to adopt new and
advanced strategies of expansion. Further, necessary market research is also required to
undertake in order to get appropriate information regarding international market place. By
entering into new market, organization can target global audience that will inflate its brand
image and make cit enable to earn substantial profit margin. With this, company will be able to
enhance its presence in global marketplace which will further lead it towards higher growth and
success
To analyse the challenges faced by company at the time of entering in international market.
According to Lana Richardson, (2016), there are several challenges and barriers are faced
by companies at the time of expansion. Here, company is planning to explore business at
international level in which it will face several constraints related to culture, values, network and
more. It is analyzed that for expansion, organization has to invest higher amount which will
reduce down overall revenue & profit margin. In context of Rowlinson Knitwear, it is dealing in
school wears and has to face ample of difficulties whole expanding its operations at global level
in different countries. That are related to cost, culture difference, legislations and more. In