Research proposal : A Case of Tesco

Added on - 04 Oct 2020

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Research Project
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3LO 1................................................................................................................................................3P1 Research proposal.................................................................................................................3P2. Appropriate research methods for research Projects............................................................8LO 2...............................................................................................................................................11P3 Project management Plan....................................................................................................11P4. Appropriate tools for analysing the findings and data........................................................12LO 3...............................................................................................................................................16P5 communicating research outcome in appropriate manner for intended audience................16LO 4..............................................................................................................................................24P 6 Reflection...........................................................................................................................24P 7. Alternative research methodologies and lesson learnt......................................................25RECOMMENDATIONS...............................................................................................................26REFERENCES..............................................................................................................................28
INTRODUCTIONGlobalisation can be defined as the dispersion of the activities performed by companies. ,It includes free movement of products or services, transfer of capital across nation. It has broughtdrastic improvement in business environment. Rapid increase in the globalisation has given riseto various concern issues. There are many opportunities for organisations operating business inretail sector. Many of the firms in retail sector have adopted the globalisation strategy forexpanding their business. But by implementing the global expansion strategy many of thecompanies in retail sector is facing issues in maintaining their performance in domestic market.Few opportunities which has evolved includes flow of investment, increase in market share, salesand profitability. Many companies are out of market, as they have failed to sustain business inhighly competitive business environment which is result of globalisation.Franchising have taken place in the retail sector in order to provide an appropriateresponse to the issues which has emerged due to globalisation. It has direct as well as significanteffect on the business plans and strategies of multinational companies. The present report alsoprovide the impact of franchising on TESCO and also provide deep information for usingFranchising as mode of market entry.The research report focuses on analysing the effect of franchising market enteringstrategy on the business performance of company in retail sector in context of TESCO. It isbasically a British multinational company. Study will highlight the business issues faced byenterprise due to adopting the Franchising as a method of market entry. Assignment willemphasize on analysing the implication of Franchising in context of business.LO 1P1 Research proposalAims and objectives :Aim : To analyse the impact of franchising on business performance while operating businessInRomania – A case study of TESCO.Objectives :To identify the impact of globalisation on the performance of TESCO inRomania.To examine the influence of franchising on business performance.To develop the understanding about barriers in the implementation of franchising inRomania.
To suggest other strategies which can be adopted by TESCO to enter into market inRomania..Research questionsWhat is the impact globalisation on the performance of TESCO inRomania?How franchising influence the business performance?What are the barriers while implementing franchising inRomania.?What are the other issue which can be adopted by TESCO ?Rationale of selecting the topicAs TESCO operate its business at global level and globalisation has led to the drasticchanges in business practices worldwide. As there are various mode through which the companymay enter into another country and major reason of the selecting this topic is, scholar wants toidentify the different mode of entry which help a business to operates at global level. Apart fromthis, researcher also have interest to collect more information about this which helps to enhancetheir knowledge. Scholar want to assist management in measuring the effectiveness of theirdecision related to use of Franchising strategy for expanding business in Romania.Literature reviewTheme 1 Impact of globalisation on the performance of TESCO InRomania.According to the view of Michael Geringer and DaCosta, (2014), globalisation has actedas the driving factors which has forced firm to change their way of doing business.Internationalisation has forced multinational companies to change their business policies,strategies as well as plans. The author states that the there has been increase in the competition,market certainty which has negative effect on the performance of organisation.According to the perception of Dunning, (2016), globalisation has bough drastic changein business environment which is effecting the business performance of global firm. In additionto this, many of multinational enterprises in retail sector have to adopt new business model inorder to provide an appropriate response to the changes in business environment which has takenplace due to globalisation. The author perceives that due to continuous amendments of lawsbusiness entity is facing issue in complying with norms because of which they have to face legalissues. There has been continuous changes in trends which has been foster by globalisation dueto which global enterprises in retail sector is facing difficulty in maintaining the balance betweendemand and supply.
Theme 2: Influence of franchising on business performance InRomania.As per the thinking of Knight, Koed Madsen and Servais, (2014), Franchising has directas well as significant effect on the marketing performance of multi national company. There hasbeen continuous fluctuations in prices of goods and services due to which global enterprise isfacing difficulty in maintaining the profitability. The author has also stated that due tocontinuous change in trends there has been decline in the demands for products or servicesoffered by multinational company. Crane and Matten, (2016) states that using franchising asmode of entry method will be helpful to minimize the chances of risk in the company which isone of the most important advantage of using the franchising option for TESCO. It has beenanalysed that using Franchising mode of the entry method will be help to establish a marketshare and firm also used already recognised brand name into the market.Apart from this, Falahat, Knight and Alon, (2018) stated that choosing to franchise is thebest mode of entry mode for TESCO because a franchisor gives a support which is also includestraining and also help to setting up the business in more effectRomaniaAs per the perception of Dunning, (2014) Franchising has given rise to the political issuesin the nations due to which multinational companies is facing different issues in continuingbusiness in smooth as well as systematic way. The financial risk is the biggest threat associatedwith the implementation of franchising. The author has also stated that reduction in the level ofcredit by financial institutions can have adverse consequences for business. Lack of availabilityof funds or credit can have negative impact on the potential of the companies to makeinvestment, due to which firms might have to face more difficulty in expansion of business.As per the research conducted by author Doh, (2018), sometimes franchising has givenrise to the diverse culture in multinational organisations which has resulted into increase innumber of conflicts among employees which has negative effect on firm performance. Inaddition to this, it has provided business entities an opportunity to expand business acrossdifferent countries and provide the choices of suppliers but at the same time it has made supplychain more complex. Knight, (2014), critics that due to higher level of competition, globalcompanies might not have direct control on the routine business operations. The author has alsostated that due to continuous fluctuation in exchange rate which is another barrier of franchisingthat also have adverse effect on the financial performance of multinational enterprises.
The author argues that de Onzoño and Ichijo, (2018), global challenges as Well asopportunities facing global organisation is completely depended on the business model of firm.Business entities those who have adopted the customer oriented approach are facing difficulty aswell as issues in catering the needs of domestic business while maintaining consistent globalprocedures. Because of high competition in market, many international enterprises in retail sectoris facing difficulty in being domestically flexible. As per the investigation executed by the authorKafouros, Wang and Katsikeas, (2018), majority of business entities in retail sector is facingchallenge in developing as well as deploying talent in the emerging market. Due to increase inthe cost of productions as well as other business operations is considered to be as the biggestissues faced by multinational corporations. The author has stated that different mode of entryhas given rise to the stiff competition due to which multinational corporations are facing issue inmaintaining their concentration on main business functions.Theme 4:Suggest other strategies which can be adopted by TESCO for entering intomarket of RomaniaAccording to the perception of van Zanten and Van Tulder, (2018), joint venture, mergersand strategic alliance are considered top be as an effective strategy which can be adopted byretailer in order to enter into another market. It is required by multinational firm to conduct riskbefore entering into new market, as this will aid business entities in reducing the risk of failure.The author states that it is required by manager in multinational companies is required to providetraining to employees, as this will enable employees in developing the skills which are requiredfor managing the complex situations. According to the view of Muzio and Saks, (2018),innovation is considered to be as an effective strategy will help business entities in managing theeffect of globalisation. The author has also stated that innovation strategy will assistmultinational firm in maintaining its position as well as performance on global environment. Itwill support multinational organisation in gaining the competitive advantage in the internationalmarket.Marketing manager in global companies should conduct research as this will assist themin addressing the factors which can have effect on the business performance. This tactic will alsosupport management in development of effective plans or strategies for entering intro newmarket.RESEARCH SPECIFICATION
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