Branding Strategies for Surgical Instrument Manufacturer

This assignment explores branding strategies for surgical instrument manufacturers, both in the domestic and international marketplaces. It involves a series of questions that delve into the importance of branding, key elements, competitors, and challenges faced by such companies while expanding globally. The answers will provide insights into effective branding approaches, products and services offered, vision at an international level, and how to result in a progressive and profitable business worldwide.

How Surgical instrument manufacturer
can develop themselves as a brand in the
international market such as UK

ACKNOWLEDGEMENT
For the accomplishment of the present dissertation, I would like to sincerely express sincere
gratitude to my mentor who has provided me sufficient knowledge and greater support. Further, I
would like to thank my friends, colleagues and family members who have guided me at every
stage while conducting dissertation. Through their support, I was able to complete my thesis with
effectiveness and in an accurate manner. Lastly, in the series, I would also like to state special
thanks to my team members who have provided me with assistance in collecting data and in
analysing it further.

ABSTRACT
This study is about the global challenges that are faced by the small and medium business
enterprise. At the international level, there are many issues faced by the SME to establish their
brand image, gather finance and target markets on the international market. However, these
companies are effectively helping in making the contribution to the country's economy and
employment such as contribution for society – employment, provision of services, cultural issues
but when it comes to the international market and establishing their brand image they lack due to
some resources. The study's main aim is “To analyse the ways in which SME's can develop
themselves as a brand in the international market- study on Surgical instrument manufacturer in
Sialkot (Pakistan) to UK". In the report different branding-aspects, models and business
strategies are explained which help the small companies to expand theirs at the global level.
In the present study, different methodological techniques have been used which are
necessary to carry out this research are mentioned. In the current research, primary research
strategy, qualitative methods, inductive approach and in-depth interview are/were conducted
from which following outcomes were gained. Major findings were that it has been based on the
interview, it has been examined that the company is planning to open an outlet to provide other
sales product to the customers. While analysing the data it has been investigated that the vision
of the establishment is to grow globally along with following the corporate social responsibility.
Another analysis shows that the authorities are more interested in business value rather than in
the development of brand which is impacting the overall operations of branding. Moreover, it
can be analysed from the interview that the strategies that were adopted by the Surgical
instrument manufacturer in Sialkot can make them successful and assist them to establish better
brand and market image at global level. The study concludes with some recommendation that
can assist the SME to develop at the international level.

TABLE OF CONTENTS
Chapter 1- INTRODUCTION ........................................................................................................1
1.1 Background...........................................................................................................................1
1.2 Rationale of the study............................................................................................................2
1.3 Significance of the study.......................................................................................................3
Research questions......................................................................................................................4
1.5 Analysis and framework.......................................................................................................4
1.6 Structures of the Thesis.........................................................................................................6
CHAPTER 2- LITERATURE REVIEW.........................................................................................7
2.1 Introduction...........................................................................................................................7
2.2 Theoretical framework..........................................................................................................7
2.3 Performance of SME's in the international market...............................................................8
2.4 Developing strategies and standards for expansion and becoming the international brand.
...................................................................................................................................................11
2.5 Challenges faced by SME's in developing themselves as the brand in the international
market. ......................................................................................................................................12
2.6 Ways that could be used by SME's to develop themselves as a brand...............................14
2.7 Research Gap......................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................20
3.1 Introduction.........................................................................................................................20
3.2 Research Approach.............................................................................................................20
3.3 Research Philosophy...........................................................................................................20
3.4 Research Design..................................................................................................................21
3.5 Research Methods...............................................................................................................21
3.6 Data Collection Method......................................................................................................22
3.7 Sampling Method................................................................................................................22
3.9 Type of Data Analysis Plan.................................................................................................23
3.10 Reliability and Validity.....................................................................................................24
3.11 Ethical Consideration........................................................................................................24
3.12 Research Limitations.........................................................................................................25
CHAPTER 4 DATA ANALYSIS ................................................................................................27

4.1 Introduction.........................................................................................................................27
4.2 Data analysis- In-depth Interview.......................................................................................27
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................35
5.1 Introduction.........................................................................................................................35
5.2 Conclusion...........................................................................................................................35
5.3 Recommendations...............................................................................................................37
REFERENCES .............................................................................................................................39
APPENDIX....................................................................................................................................44

Chapter 1- INTRODUCTION
1.1 Background
Globalization is procedure that entity and other firms develop global influence or when
they start operating on an worldwide level. It is offering the platform of growth to the existing
Small and medium enterprise (SME's) and doors of opportunities have been opened for them
such as innovation, technological advancement, profit and global image. They can promote
economic growth and development and maintain their financial stability in more effective and
better way. SME's doing business in any nation such as the Australia, Canada, Pakistan, UK, US,
Bangladesh, China have an option for achieving higher expansion in the world-trade and
contributing towards the development of the world economy. As per Laufs and Schwens, (2014),
they contribute through providing employment, revenue growth, innovation, and increases the
trading in the country. These enterprises have the potential to build themselves in a positive
manner for ensuring the expansion at global level on the non-discriminatory or uncategorised
basis (Ciravegna, et al., 2014). Cowling, Liu, and Zhang, (2015) stated that UK small business in
2003 numbered 23 million, provided half of private sector employment along with produces to
the half of the private sector.
Through SME's support, expansion and growth of the economy can be seen in the
countries and development of the nation can also be ensured. Globalization and modern
technologies have increased in past few years and it has given enhancement in international trade
and investment activities. SME's showing higher growth potential requires a market where they
can achieve higher growth and success (Laufs and Schwens, 2014). Currently, the presence of
SME's is limited in the international market and they are growing at ample amount.
It is critical that their growth should be enhanced and improved and so that they could be
made economically stronger. Their level of international investment also needs to be developed
and enhanced so that these SME's can maximize their cross-border activities. However,
expansion at the international level requires huge amount of investment, marketing strategies,
customers perspective, and effective promotional activities. It is imperative that innovative
approaches should be used by them for developing themselves as the brands in international
markets. Competition is increasing at a faster rate on the global platform and it makes it
challenging for the organizations to achieve the sustainable and competitive advantage in the
market. There are countless or enormous brands available at the international level. In order to be
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best and established brand they have to face various challenges. To achieve such position they
have, brand-management, brand-loyalty and brand-strategies that assist SME's to make better
approach and face those challenges (Uüsitalo, Wendelin and Mahlamäki, 2010). The present
dissertation explores various tools and techniques that could be used by SME's for developing
themselves as a brand in the international market. Various methods that could be used by small
enterprises for increasing their global presence in the market are identified in the present study.
SMEs make various contributions to the economy but when it comes to the international
market they are facing more consequences and problems. There are numerous challenges faced
by the entrepreneur while expanding their businesses. Some of the issues faced by SME are
funding, finance, poor management, and inadequate training (Bondinuba, 2012). Due to this,
there was the high result of the failure in SME business. The study investigates various aspects
which affect them at international level. Further, it details how they can become the branded
entity and what strategies and planning are required to raise the level in the market at any place.
The report is based on the particular company Surgical instrument manufacturer in Sialkot which
is developing strategies to expand its business in UK. Sialkot is largest centre of surgical
instruments manufacture globally and contributes to business turnover of more than US$22M .
However, they require improvement in their working conditions, technology and sector structure
to expand at a global level and establish as better brand.
1.2 Rationale of the study
Globalization has ushered new opportunities for the small ventures and with this
challenge for them also have been increased. The major objective of the study is to explore the
ways that could be used by SME's for growing a brand in the international market. This study is
conducted for identifying the ways that could be used by SMEs for developing themselves as a
brand in the international market area. This will help them to increase their market value, profit
level and brand image in other countries and will act as international market penetration for
these companies. Further, it will increase the trade between the countries. Though, there are
opportunities to such companies in the international market however, sometimes they are
grabbed by the large enterprise as they have higher financial and market support. For illustration,
in order to brand Surgical instrument manufacturer in Pakistan requires financial support, ability
to face business challenge, market assessment, innovation tracking and industrial intelligence to
achieve global position. Besides this, as they have minimum employees so it is difficult to them
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to generate revenue and profit for business expansion. Along with this, challenges are faced by
small enterprises in developing themselves as a brand and through this they ensure long-term
economic growth in the market. They also face issues for strengthening their presence at the
international platform.
The emphasis on the different countries and enterprise performance in those areas are
reflected in the research. Moreover, factors, issues, and methods are used to evaluate the research
so that depth analysis of the research can be done. In many countries due to micro and macro
environmental factors companies are unable to expand and make their global position such as
communication level, brand message and consistency. It has been the main reason why many
SMEs are unable to make their brand internationally. Priority on the human capital,
environmental factors, and economic sustainability must be given by the SME so that they can
make successful changes in the brand level. Therefore, above factors must be considered and
focus should be there on how these companies can make an international global presence.
1.3 Significance of the study
Outcomes of the study will help for exploring various ways that could be used by
SME for developing themselves as a brand in the international market. Findings of the study can
be used by managers and owners of the SME's for developing themselves as a brand at
international market. Further, the outcomes and findings gained from the study will also help to
the future scholars for carrying out research on the similar topics. Gaps in the literature can be
filled in better and effective way. Ways which will be explored in the present research will help
the SME's to develop themselves. The ideas suggested in the study will also support in the future
studies which are related to this topic. It will focus on the economic issues, insights, and
awareness so that additional information can be provided in the research. Moreover, through the
research, the researcher wants to contribute to society by providing the value and ethics based
services. For the company, Surgical instrument manufacturer, there are various advantages that
can be seen. It can effectively communicate at greater level, brand message can be shown, they
can use the appropriate tone to make their brand image. Other than this, demographic,
purchasing ability, job outlook, governmental, economical-social stability, and economic growth
projections in the region can be achieved by the company. All these can be achieved using the
international marketing penetration strategies.
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Aim:- To understand the ways in which Sialkot surgical instrument SME's can develop
themselves as a brand in the international market, specifically to the UK.
Objectives:-
 To understand how SME's are performing in the international market.
 To identify the challenges faced by SME's like Surgical instrument manufacturer in
developing themselves as the brand in the international market.
 To identify the ways that could be used by Sialkot surgical instrument developing
themselves as a brand.
Research questions
 How SME's performing n the international market?
 What are the challenges faced by Surgical instrument manufacturer in developing
themselves as a brand in the international market, particularly/ specificaly the UK?
 What are the techniques that could be used by SME's for developing themselves as a
brand?
 How does a brand changes the working of SMEs at international level?
1.5 Analysis and framework
In the current research study, the major aim of the scholar is to explore ways that could
be used by SME's for developing themselves as a brand in the international market. Information
for the present study will be collected from valid and reliable sources and it will help the
researcher for arriving at conclusion. Various steps which will be taken for completing the study
areas mentioned:
Design of research: Research design is the basic general plan which will be used in the research
to identify all the answer of the question asked above. There is two type of research design,
exploratory and conclusive research. The following research is exploratory in nature and
statistical design is considered to complete the research. Data needed is vague/unclear and
sources are ill-defined. Further, open-minded or rough data collection form has been taken in the
research. For this purpose, the relatively small sample is taken which is done to cover maximum
topics. In-depth data collection methods are used in the more flexible way. The analysis is done
is non-quantitative and qualitative manner. It is more tentative then final.
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Research approach: The research will be completed by making use of the inductive approach.
It will support for identifying the ways that could be used by SME's for developing themselves
as a brand in the international market. An inductive approach is a suitable approach which will
help for completing the entire study in an effective manner as it is based on the interview.
Research philosophy: It is the belief through which research data is collected, analysed and
used. In the present study, a combination of interpretivism and positivism philosophy will be
used for completing the entire project in an effective manner. Positivism is based on objective
viewpoint through which it can be described and observed. In this, it is considered that reality is
pure while the former one is based on subjective interpretation and intervention. It helps to fully
understand the reality.
Methods for collection of data: Primary and secondary data will be collected and used for
completing the research study. Primary data will be collected by organizing the In-depth
interview. Secondary data will be collected through books, journals, online articles, and
websites.
Sampling technique: In the current study probability and non-probability both the type of
sampling methods will be used. It will provide a suitable method for selecting the participants for
the research study.
Analysis of data: The study conducted with the aim to explore ways through which SME's can
develop themselves as a brand at the global platform. In this study use of qualitative analysis will
be taken for analysing the data that have been collected by the scholar.
The scope of the study: The scope of the study is limited to 2005-2017 in SME contribution at
the international level. As there is much research done on this topic so several areas which
promote the SME to become an international brand are mentioned. There were also some
assumptions made related to the SME performance at the global level. Further, their influence is
also mentioned in it. The research will help these companies to make the global presence and
expand their brand level to such height. Moreover, it will support the future development of new
policies and procedures that will help such companies to extend their profitability and
performance level.
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1.6 Structures of the Thesis
The following structure will be adopted to further access a structure study for easily attain its
under taken goals and objectives:
Chapter 1 Introduction: It is the initial part of the research in which research aims and
objectives are mentioned. Moreover, other information regarding research conducting, process,
tools and techniques used in the research are mentioned. It is the brief overview of the topic and
objectives which will be achieved in the research project.
Chapter 2 Literature review: The second section of the report which comprises of evaluation of
the objectives of the research. Here the topic is analyzed and reviewed on the researcher's
perspective and answers to the question are identified. For the current report, themes were
formed related to issues with SME's brands and international market.
Chapter 3 Research methodologies: Main area of the research where discussion related to tools
and techniques used are mentioned. For the current research project primary data, qualitative
method, inductive approach and an in-depth interview have been taken. Moreover, non-
probability sampling methods are used.
Chapter 4 Data analysis: In this section of the research project, data regarding the primary
source is analysed. In this details are gathered from the in-depth interviews.
Chapter 5 Conclusion and recommendations: The last section of the report where finding from
the in-depth interviews are mentioned. The outcomes from their perspective are written in the
report which highlights the issues faced by the SME in establishing their products as the brand at
International market. Further, the recommendation is provided which can help them to grow.
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CHAPTER 2- LITERATURE REVIEW
This chapter of the research reviews about the literature section based on the subject of
this topic. It outlines the introduction and evaluation of certain themes based on the project.
2.1 Introduction
In order to achieve national goals in the countries, it has been analysed that small and
medium-sized ventures should be promoted. They are responsible for the creation of competition
in the market along with providing various employment opportunities (Wynarczyk, Watson and
Keasey, 2016). Thus, automatically livelihood gets enhanced. That's why the government is also
supporting them in many countries by creating policies and programs which are intended to
develop SME in the international market. With the varied regions, the definition of the small and
medium-sized enterprise also varies. There are three factors that are taken into consideration
related to it: number of employees working in the organization, the investment that involves
capital and use of advanced technology and turnover that is income generated from business
operations (Cagno and Trianni, 2014). At present situation SME's are contributing factor in
bringing innovations in their related work. Business environment plays important role in
development of products and services. In the current research, ways to develop SME's as a brand
along with challenges faced by them will be covered. To identify and analyse this, various
theories and models will be utilized which would help in identification of ways for the
development of small and medium-sized enterprises as a brand in the international market. It
would assist the investigator to develop an understanding of the current topic.
2.2 Theoretical framework
2.2.1 International relation theories
Discipline and diversity are considered as an important aspect for the firm to expand at
the international level. Branding is the vital sources that defines the core values of the entity
which makes it main reason that branding is critical in international market penetration. Further,
they are main reason through which product can be made branded at international level. It helps
to widespread recognition and maintains the realistic tradition of the company in the other
countries. Moreover, it reduces the level of complexity which can affect the SME in expanding
and promoting their brand at the international level. Modification and changes made under this
theory support the company to evolve in the global market.
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2.2.2 Sociological Theory
The theory is based on the different concepts which are associated with the social cultures
followed by entrepreneurs. Moreover, these social-culture helps them to extend their
entrepreneurship. They are mostly affected by the society and wanted to improve so that they can
make a global presence and explore their brand to another country. Capitalism and religion are
two important aspects which help an entrepreneur to extend their business. Along with this,
integration of an adventurous free-spirit and discipline entrepreneur helps the firm to make the
global presence and explore its product in the market.
2.3 Performance of SME's in the international market
In the international market research, it has always been considered that small-sized
enterprises are not as competitive as large firms. The reason behind this is the unavailability of
resources for carrying out business operations effectively. According to the Giaoutzi, Nijkamp,
and Storey, (2016), there has always been the conflicting situation when the size of the firm and
its performance is taken into consideration. Performance of the businesses could be enhanced in
the international market by developing marketing strategies. Effective strategies result in better
and productive outcomes. It has always been seen that most of the entrepreneurs spend their
money and capital on marketing their products and services so that customers could be attracted
towards it (Giaoutzi, Nijkamp and Storey, 2016). Thus, as a result, an impact is seen on their
return on investment which might affect their brand image.
Small and medium-sized business enterprises generally consist of 500 employees or less
than that (Jansson, et al., 2017). There are several benefits of them over big sized organizations.
Performance of them could be identified and analysed by the considering following factors.
 Flexibility: these companies are able to give responses quickly in the changing
environment. These are also benefited in terms of making decisions for the venture. If
business opportunities are identified that could be challenging for the competitors, then it
is required to have flexibility so that changes could be adopted in working practices.
Brunswicker and Vanhaverbeke, (2015) said that SME's are capable in this context. As
there is a limited number of employees, thus it becomes much easier to implement
change.
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 Team spirit: When employees work with one another, they meet and have the tendency
also to cooperate with one another. There is competition also among employees to work
much better so that they could hold the strong position in the venture. It thus becomes the
responsibility of the company owner and top-level authorities only to recognize strengths
and weakness of the workers so that on analyzing, it could be utilized effectively for the
growth and success of the firm (Brunswicker and Vanhaverbeke, 2015). Employees are
critical elements of success.
 Customer interaction: For all the business to get successful they are needed to acquire
customer satisfaction. If the products and services provided by the SME's are not
satisfactory for the clients, then no growth could be attained by the firm in the market. In
order to have a competitive advantage, it is required by the management and
administration team of the company to maintain interactions with customers so that their
needs and expectations from the company could be analyzed.
According to the Laufs and Schwens, (2014) when there is the unavailability of capital
with the SME's, then they should opt for those methods that could help them effectively without
being creating demands for the huge amount of capital investments. Thus, for marketing goods,
websites and business cards could be utilized that does not cost much. Nowadays, Social
platform media has become the most efficient medium for business promotion which contributes
in enhancing enterprise performance as well (Laufs and Schwens, 2014). Various platforms are
available such as Twitter, Facebook, Instagram and much more. On an average of two hours on
daily basis are spent by people on the surfing these socializing applications. Whereas Trianni,
Cagno, and Farné, (2016) state that scattergun approach could be utilized in which it is hoped
that by implementing the marketing plan, something might work rather than waiting for some
systematically planned strategy to be executed and worked out (Trianni, Cagno and Farné, 2016).
Thus, some of the steps that could be adopted by SME's so that their efficiency in the market
could be improved with the help of limited budget. Planning: It is the foremost step which should be adopted by the companies to identify
potential competitors in the market. To hold the competitive advantage in the market it is
essential to analyze what offerings are being offered to the customers by other ventures
and what improvements could be made in our work so that more number of consumers
could be attracted towards the brand. By proper market analysis, one could identify areas
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in which firm lacks and accordingly enhancement strategy could be implemented (Laufs
and Schwens, 2014). It should also be analyzed that what marketing plan could be used
with effective cost saving. Ways should be analysed that could assist effectively in budget
management. Cost efficient tools such as internet could be used and peak time could be
used for promoting products when most of the people are online. Thus, it would provide
assistance in gaining attention in the market. Online research could be helpful to examine
why people are looking for specific product and what are there are requirements.
 Set objectives: It is essential for SME's to set objectives of the business so that their needs
could be analyzed and on the basis of it, marketing plan could be developed (Voss and
Voss, 2013). Effective plan and strategies help in an acquisition of goals and achieve high
performance in the marketplace. In this stage, time frames should be formulated which
includes at what time specific goal and target should be accomplished. Along with setting
up time period for work to get complete, success measurement tools should also be
identified. It is essential to identify performance and success of the strategy implemented.
Rapid analysis helps in identification of tweaks in the working procedures. To measure
the performance of the marketing plan on the social media platforms, various tools could
be utilized such as Google Analytics and Hootsuite.
Before spending time into the formulation of objectives, it should be analysed that what
does the enterprise wants from customers and accordingly strategies should be formulated. Thus,
for achieving them, resources should be properly accessed which could be utilized to it. The
objective and vision should always be clear as it helps in identifying expectations of the firm
from the market. Knowing local suppliers: Cowling, Liu and Zhang, (2015) stated that for development of
products at the international level there is the requirement of raw materials and it is not
possible all the time to import materials because they might not be cost-effective and
chances are also there that their quality is not up to the mark. Thus, it is always advised
that local suppliers should be preferred for buying (Cowlin, Liu and Zhang, 2015). From
the research conducted, it should be analysed that what are the objectives and what are
the necessary requirements for fulfilling them.
 Become an expert: One of the most effective ways for the establishment of business
enterprise is social networking. People should be provided with quality contents. Blogs
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could also be written so that everybody could be made aware of it. Popular blogs should
be utilized as they are the most effective mediums to reach out customers. WordPress,
mojoPortal etc. are the popular platforms that could be utilized for combining of blogs
with the websites. Marketing is one of the most important aspects when the concept of
business promotion is considered as it is beneficial in making people aware of the
offerings of the venture but it should also be noticed that everything should not be
executed at once rather proper research should be conducted, planning should be
prepared and tools should be utilized for branding of products and offered by firm.
Thus, all such techniques could be utilized for measuring the performance and brand value of
the SME's in the international market.
2.4 Developing strategies and standards for expansion and becoming the international brand.
Government regulations also help the company to expand their business. Micro and
Small Enterprise Act, 2012, in Kenya, has provided great chances through which evolution of
such enterprise can be realized through the devolution. Devolution in such companies is based on
the architecture, industrial frameworks, and regulations which support their economy
(Brunswicker and Vanhaverbeke, 2015). Policies and procedure decided by them affect the
company at more higher level. Further, license, taxation, wages and various other important
reasons are there for which such companies need to consider. Economically, if the company is
affected then there will be higher rate that company brand standards will also decrease. Most of
the companies use it for the advertising, expanding business and marketing. Brand standards can
be about the awareness, identity, communication methods, loyalty and strategies. In order to
measure the effectiveness of the brand, its equity values are required to be identified which
depends on the components level (Crick and Crick, 2014). There are various issues that can be
faced by the company in making strategies and planning for the branding as-well-as to move at
international market. These are cultural, economic, governmental, and market conditions. For
this the organisation must be specific about the overall corporate strategy and objectives. Further,
governmental policies and regulations are required to be understood for such expansion. All
these things must be considered and strategies must be made accordingly.
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2.5 Challenges faced by SME's in developing themselves as the brand in the international
market.
In the economic development of the country, small and medium-sized enterprises play an
important role. They are contributing factor in country's economy. Percentage of contribution
varies with the variation in the business sector. According to the Johnson (2015), several
employment opportunities are also created by them for the skilled and unskilled people.
Everyone could be engaged in certain job roles. Approximately one million jobs are created by
them every year. There are various challenges that are faced by small and medium scale
businesses in the competitive world. It is always needed that proper market analysis should be
performed before starting any new business because to start something, huge efforts are required
irrespective of the years of experience you have in the field (Johnson, 2015). Generally, there is
the unavailability of resources and capital in the initial time. All such type of factors creates
challenges for the firm. From the research conducted by Forbes, it has been found that out of ten
start-up companies, nine would fail. Thus, effective management of them is required so that
businesses could survive in the market. van Hoof and Thiell, (2014) states that strategies would
vary from company to company. Some of the major issues faced by them are listed below: Cash flow management: Every small and medium scale businesses are required to
manage cash flow efficiently without considering profits. To set up any business it is
required to have capital and money in hand. Without cash, no operations and activities
could be carried out. Salaries required to be paid to the employees could also not be
managed (van Hoof and Thiell, 2014). Many times it is observed that money is into hands
but cash flow is not maintained properly. Thus, steady flow of money is required in the
businesses. Time management: with the startup companies the major issue commonly noticed is that
they are not being able to achieve the target set by them on time because of lack of
availability of resources. They are small-sized companies with few numbers of
employees, thus it becomes difficult to acquire goals. According to the Cagno and
Trianni, (2014) without depending on the employees to cover to objectives, one should
themselves find out all the aspects including requirements to carry out the specific task,
marketing plan for promoting products, ways to achieve customer satisfaction. It also
necessary to analyze possible time frames that would be required for the accomplishment
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of tasks (Cagno and Trianni, 2014). By analyzing all the areas, necessary investments
should b made so that maximum benefits could be generated. Learning with experience: While implementing new strategy there is always risk
associated with it which is a most common challenge faced by SME's. According to the
Resnick, Cheng, and Lourenço, (2016) it is required for small-scale enterprises that they
should always keep learning from implementing new strategies and outcomes generated
from them should be kept for future reference. This would be helpful for the firms as they
would be able to understand what steps should be taken up by them and what
improvements should be introduced in the working practices so that errors and its failure
in the implementation process could be improved (Resnick, Cheng and Lourenço, 2016).
Planning could be seen as hit and miss process because what works for one company
would not be applicable to others. Recruitment of employees: For efficient working of the organization it is essential to hire
workers that could benefit in terms of making profits and increasing productivity. In
small and medium-sized businesses, employees are not permanent. It is the common
tendency of the people to always grab the opportunity to work with big companies. As a
result, they leave their job and ventures have to face its consequences. A huge amount of
time gets invested in providing training to the new employees along with capital
investment as well. In the given context, one of the major challenges is that to hire skilled
workers irrespective of the number of employees within the organization. If the wrong
person is hired, then there could have the negative impact on the firm. Thus, it is
necessary to have loyal and enthusiastic members that could help in the growth of the
company irrespective of the number of issues and problems they come across. Hired staff
should be motivating and it should help others as well so that maximum efforts could be
given up by everyone. Hired employees should be capable enough to work with all the
business environment and integrate with teams so that collectively they could come with
productive outputs.
 The balance between long and short termed goals: One of the major challenge faced by
the SME's is to maintain the balance between set goals. Here, short termed goals are easy
to achieve and long-term are not given much value. Finding the balance between them
seems to be the big issue.
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Apart from them, there are certainly more challenges that are being faced by SME's in today's
world. These are discussed below:
 National Living Wage: From the April month, it has been made compulsory that
minimum of £7.20 will be paid to the employees for working one hour with the
organization whereas, till 2020 it would be raised to £9 per hour. Therefore, there would
be the rise of 0.3% in the bills. According to the Lund-Thomsen, Lindgreen and
Vanhamme, (2016) NLW would create challenges for the SME's in the sectors of
hospitality, social care. From the surveys conducted it has been found that there will be
the negative impact of it on small and medium scale businesses. There were only a few
people who agreed on its positive impact.
 Shortage of skills: for business growth and expansion it is essential to have right skills in
the company that could contribute to development and success of the firm. From the
surveys conducted it has been found that approximately one-third of the SME's agreed
that they are not having the skilled workforce which could assist in meeting requirements
of the business (Lund-Thomsen, Lindgreen, and Vanhamme, 2016). It has also been
considered as a barrier in the evolution process of the firm.
2.6 Ways that could be used by SME's to develop themselves as a brand.
According to the Renton, Daellenbach, and Davenport, (2016) with the increased
competition in the market, the requirement for skilled employees have also increased. To
succeed in the competitive world it is required to have talented and skilled employees that could
contribute to growth and success of the firm. SME's are growing so fast and has made the
significant contribution in the economy of the UK and several other countries. It has been seen
that over the past few years rate of unemployment among youth has also seen the significant rise,
thus SME's are playing contributing role in creating employment opportunities for the people
(Renton, Daellenbach and Davenport, 2016). Ways that could be used by them for developing
themselves as a brand are discussed below:
 By promoting benefits of working within SME's could help in attracting applicants. In the
promotional process of vacancies, it could be bestowed that they are small companies
with huge employment opportunities. Advantages of working within it should also be
figured out and it should be presented in such a way that a maximum number of
applicants could be attracted to work with them. In such type of organizations, hands-on
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experience is achieved and a platform is provided where ideas of individuals are valued
and heard. Inputs given up by individuals have the remarkable impact on the business
performance. When work was done is appreciated, it helps individuals to achieve growth
in their carrier.
 Big companies have their own strategies for implementation of the tasks and business
plan that helps them in an acquisition of set goals and targets. Thus, their strategies of
recruiting skilled staff could also be utilized by SME's that would assist them to achieve
success in the competitive environment. Nobre and Silva, (2014) state that training and
development programs are essential for the enhancing skills and knowledge of the
employees. If they are able to cope with the change introduced in the venture, they would
feel valued and as a result, the best possible efforts would be given up by them
contributing to the formation of the brand image in the marketplace. Workers should also
be encouraged to suggest modifications that could be introduced so that flexibility of the
system could be enhanced.
 Students of colleges could reach out to make them know about the employment
opportunities in the SME's (Nobre and Silva, 2014). They could also be taught about
benefits of working with them such as employees get chance to enhance their skills and
could have practical experience, ability to solve queries an individual's end only etc.
students could be enforced to face and tackle challenges by themselves and as a result,
they contribute to growth of the organisation. Employees should be provided with a flexible work environment which helps in getting
more skilled employees within the company. Facilities like work from home could be
facilitated for the staff members which would gain applicant's attention. When flexibility
is provided it becomes easy to work for hours along with providing maximum efforts.
2.6.1 Branding and strategy adopted for it.
Branding is one of the most important activities in which company should involve themselves. It
is beneficial to get connected with customers, selling new products and holding the competitive
advantage in the market. In order to have successful branding in the market, it is required to have
effective strategy and planning. Branding is not just about the logo of the company rather than
what message is being presented to the audience. Therefore, a check is required to be made by
the SME's in the promotional strategies where look and feel of the website, the profile on the
15

social media. should be checked that they should be appealing to the customers. The basic stage
into this process is to identify and understand what actions are going to be implemented by SME
and accordingly planning should be considered. When values and visions are clear then it
becomes easy to formulate branding strategy. According to the Dessart, Veloutsou, and Morgan-
Thomas, (2015) promotional events could also be organized in order to make firm popular within
the public. An organization is successful if it is able to satisfy the customers. For this, feedbacks
could be taken up from the product users as they would help in analyzing what requirements are
missing and what do they want from the product. It is also essential to provide authentic
information to the customers. False and misleading information should not be provided to the
users as it will present the negative image of the company in front of them and ultimately its
development process would get impacted (Dessart, Veloutsou and Morgan-Thomas, 2015).
Apart from above-stated means, some of the ways that could be adopted by ventures to establish
themselves as a brand in the international market are discussed below:
 Focusing on satisfying customers: to be successful in the market, it is very important for
the firms to identify and analyze that what are the areas in which customers are not
satisfied. It could be found out by conducting research and analysis. Considering all the
improvements, implementation plan could be developed. Customer satisfaction is key
considering in the businesses.
 Improvement in social profiles: Nowadays, availability of internet has made people more
connected. Thus, marketing strategies have also been modified and extended to online
platforms such as LinkedIn, AngelList etc. thus, it becomes important that profiles on
these platforms are updated.
 Implementation of video tutorials: one of the effective ways that could be utilized by
ventures to reach out customers is through video tutorials. It is challenging method but it
could contribute to the establishment of brand image in the international market as well.
 Knowledge sharing: Ghauri and Kirpalani, (2015) states that ideas and knowledge could
also be shared up SME's to the people which would be helpful for the firm, as people will
take leaders as their mentors and advice would be asked by them.
 Defining Niche: In order to set up the brand name in the global market, it is always
advised to offer quality and unique products to the customers so that they make
16

preferences to your venture. SME's generally have productive ideas that make them able
to remain unique in the market.
Regulatory factors such as government policies, foreign exchange rates also affect business
processes of the company. By tailing legal structures, the company could hold their position
(Ghauri and Kirpalani, 2015). Thus, by following all the above-stated things, SME's could hold
the competitive edge in the market and establish the brand image in the global marketplace.
2.6.2 Branding Dimension Model
There are various possibilities due to which SMEs are unable to establish as a brand. One of the
reason can be due to inappropriate guidance and knowledge. For any company to extend globally
the company has to overlook the marketing strategy. So branding can be issued to these
companies as they are not familiar with such models or methods. Moreover, the models are
applicable to the established companies which have already made the market reputation and the
great brand. There are various challenges experienced by the entrepreneur which foster their
growth. These can be due to strategies, the new marketplace, management, pricing, brand
competition and much more. Along with this, SME must do empirical research in the branding
areas of the new research. If such factors are considered than dynamic changes can be seen in the
branding level of the company.
 Culture: There is an important part played by the entrepreneur culture in the business.
They create great influence on the structure and development of the company. Through
their culture, they enable the company to provide new innovation. Such aspect reinforces
the development of strong brand by effective efforts of the complete group. Through this
company can achieve their goals and can accomplish their strategic objectives. To make
global brand companies need to follow culture, working process, and management
system. Moreover, all three of them must differ from the other companies. Branding is all
about the customers getting services from the organization and employees which they can
easily recognize. There are several studies which suggest that there is the positive
relationship between culture and entrepreneur behaviors. Many firms have successfully
transformed and promoted their brand at the international level. Such opportunities must
be grabbed by the entrepreneur and inflated errors must be reduced.
 Income: Before adopting or implementing any strategic it is mainly considered. If there is
lack of financial sources in terms of the firm and customers then brand can never be
17

established in such condition. A Certain brand can be defined only through the firm's cost
structure and monetary circumstances of customers. Moreover, the business failure can
be due to inappropriate business strategic planning. In such case, there is the hike in
business cost but income is not generated.
There is another model known as The Aaker Five-Dimensional Model of Brand
Personality which which states that there are ever growing changes that can be seen in the
consumer's perceptions and expectations regarding the brand of entity(Choi et al., 2017). For any
consumer, adjectival descriptors of personality traits defines the brands. However, at the market
level better positioning among the companies are needed to be focused. They have to overlook
about the competitors perceptions and consequently focus on their brand positioning and
strategies. As per the Aaker model there are various sets of facets which can define the brand for
the company. It can be sincerity, family-oriented, secure, technical and many more that can help
customers at international level to select the products. As stated by the David Reibstein, a
professor at the University of Pennsylvania’s Wharton School, that for the companies product are
considered as valuable if customers are will to pay for it at whatever price decided by the
company and are liking it. They also mentioned that “Brands get their value from how customers
perceive them,”. It is the similar strategies that is adopted by the Apple (Ailawadi and Farris,
2017).
2.7 Research Gap
There are various researches related to ways in which SME's can develop themselves as a
brand in the international market. Most the countries mentioned in this research are based
developed or at urban areas. Further, their studies are based on their own objectives. There is
scarcity in the investigation related to SME as the brand at the global level. For this purpose, the
study is based at the international level so that factors can be evaluated. Besides this challenges
are focused and impact is accessed so that companies can make strategies related to it. The
impact is accessed on the international companies which are unable to make their brand. There is
another gap in the research that reliable and valid data were unavailable due to which certain
obstacles are faced in gaining depth knowledge about the SME at international level.
As stated by Nabi et al. (2017), research gaps can be proposed using the PICOS
framework. It stands for the population (P), intervention (I), comparison (C), outcomes (O), and
setting (S). Based on the above frameworks,
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 Population: No information is there about the age, sex, race/ethnicity, clinical stage, etc.
of the population. All of them are members of that organization.
 Intervention: As the research is based on the interview that provides the specific
information but requires time and person available at that time so no specific details are
available about the intervention.
 Comparison: For the present study there is no specific comparison of interest.
 Outcomes: As study is made on the particular business entity so the outcomes can vary
for other organization.
 Setting: Important decision of the company are carried out by the managers so for this
report, the suitable places where they felt they can provide the interview was selected but
in Pakistan.
19

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Mentioned chapter presents the research methodology which is implemented and adopted
during the time of conducting the studies so that objective of the case study and question related
to it can be achieved. Research methodology can be defined as theoretical analysis tool that
supports in answering research questions.. It helps the research in developing knowledge about
the subject matter. It is considered as systematic plan that assists in conducting investigation in
appropriate manner (Odoom and et.al. 2017). It is the tool and technique that define research
problems and support in gathering such detail through which researcher can reach to the final
results and can meet with the dissertation objectives. The main agenda of using these tools are to
gain familiar with the topic and get essential information about facts related to the topic. For
resolving research problems the researcher has to use different methods and selection of each
tool depends upon the type and nature of question that need to be addressed and phenomena of
investigation.. Through this methodology researcher tries to find out the realistic information
about problems so that individual can draw valid conclusion. Further, all the necessary aspects
which are mentioned in the case study are discussed here. Hence, all the selected tools and
techniques will provide high level of assistance in assessing the manner in which SME’s can
develop themselves as brand in the international market.
3.2 Research Approach
Research approaches are considered as planning process for particular study that span
several steps related to data collection, analysis and interpretation (Mackey and Gass, 2015).
Approaches of the research imply the manner in which research study is conducted, performed
and evaluated in a prominent way. . Moreover, it will help in conducting research in an
appropriate manner and contributes in the attainment of goals as well as objectives. Investigation
method and type support in reducing the chances of faults in the findings, research and supports
in carrying out of the methodological analysis being selected. There are two ways through which
research is conducted these are inductive and deductive, for the current thesis inductive approach
has been chosen (Taylor, Bogdan and DeVault, 2015). The approach will initially based on the
general content then focus on the specific part will be there. In other words, it can be stated that,
under inductive approach, researcher starts with the observation and lays emphasis on the
development of new theoretical framework through evaluating pattern or tentative hypothesis.
20

Both these approaches are used in different types of investigations. Inductive and deductive
approaches selected by the researcher on the bases of nature of the investigation. Inductive
method is generally applied in such studies where researcher uses theories and models in order to
give answers of research questions. In this method no hypotheses is being formulated by
researcher.. It is the type of tool in which researcher start the investigation from specific aspects
but move towards general aspects. On other hand deductive approach is far differed from the
inductive approach. In deductive individual start the study from general and move to specific
direction. By this way researcher becomes able to get valid results at the end of investigation
(Taylor, Bogdan and DeVault, 2015). In inductive type of tool researcher has to use models and
theories in order to develop understanding about the subject matter. In the deductive approach
individual formulate hypotheses and test these hypotheses. On the bases of this test researcher
gets results and draw conclusion. Theory generation and building of concept is the main
significance of the inductive type of research approach on other hand theory falsification is the
major significant element of deductive type of approaches.
In addition to the inductive approach, pays attention on theories related to topic and
develop theories. . It means at the initial level the researcher focuses on the observation of
information so that goals and objectives can be accomplished in desired manner. It is necessary
for experts to ensure that collection is offering some observation factors so that key idea about
the subject can be developed. With an assistance of this, it can be said that diverse factors like
innovation, technological advancement, profit and global image can be analysed properly in
context to SME working. By having a proper learning in regard to observation skills the better
support can be provided to the research style. It also allows to present the psychological values
of individual so that key norms can be well maintained. After collecting data, the pattern of data
analysis is being taken into account. It means the systematic approach to have interpretation is
being considered. It allows to ensure about the objectives accomplishment and ensure that goals
and objectives are being accomplished.
After having an effective consideration of pattern the tentative hypothesis is being
framed. It is all about deciding a finding on the basis of observation and pattern. It allows to have
effective development of measures in context to the observation and ensure that objective is
being accomplished. In the last stage of the process the theory is being employed by the experts
in order to have sustainable outcome.
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The entire focus of this dissertation is given to the ways in which SME's can improve
presence in international market. Further, ways are identified through which they can develop
themselves as a brand in the international market. Inductive approach is beneficial for the
concerned research issue as it is the commonly discussed topic, but depth knowledge and
guidance can be evaluated from the current research project. Analysis on the international market
branding can be specifically outlined through the inductive approach while deductive will require
new themes or pattern to elaborate the issue. By using inductive research approach researcher
has become able to apply theories related to SME business and how they develop themselves as
brand in the international market. This inductive approach has supported researcher in gathering
in depth information about working of small medium organization and what issues faced by them
in order to perform in the international market.
If researcher had used deductive approach then individual may get failed to get actual
results, Because in this tool researcher had to formulate hypotheses and each small firm work in
different direction so it may be difficult to develop hypotheses on this topic (Voss and Voss,
2013). Apart from this it was qualitative type of investigation so use of deductive approach
would not give accurate results to the investigator. Thus, use of inductive approach is the best
tool through which researcher has developed understanding about working of small medium
organization in the international market. With an assistance of this, challenges faced by SME's
like Surgical instrument manufacturer in developing themselves as the brand in the international
market can be identified.
3.3 Research Philosophy
Research philosophy is considered as belief of researcher about the way of conducting an
investigation and gathering information about the topic. It is in the upper layer of research onion.
It is the tool which major deals with nature and source of knowledge. For completion of the
dissertation researcher has to improve their knowledge about the topic and have to get engaged
with the data. This creation of knowledge supports the researcher in developing understanding
about the subject mater. It is the type of tool which makes the researcher aware with the deep
information about the topic and helps in formulation of assumptions (Taylor, Bogdan and
DeVault 2015). It has many branches but researcher has to go with appropriate tool that can help
in completing investigation in effective manner. If researcher has not selected the tool properly
22

then it may create difficulty in meeting with the dissertation's objective. Choice of particular
philosophy depends upon the practical application of the study.
Research philosophy is the basis on which scholars build knowledge and improve
understanding about subject matter. Development of knowledge is completing depends upon the
assumptions based on the topic. Philosophies of the research can be divided into different
orientations : interpretivism and positivism (Mackey and Gass, 2015). Both such philosophies
are highly influenced by the type or nature of the study selected. Interpretivism philosophy is
suitable when type of research is qualitative because in this by interpreting qualitative aspects
solution is presented by the researcher. On the other side, under positivism philosophy,
researcher makes assessment of quantitative facts and figures and thereby presents solution of
the issue. Usually, scholars consider such method when solution of the issue is based on
quantitative aspects. Positivism is the tool which pays more attention on observations and believe
in developing understanding about topic from an objective view point. In this type of tool
researcher does not involve human being in the investigation and conduct the entire study on the
bases of own observations. It is the type of tool which is highly structured and measurement is
done through qualitative and quantitative both techniques. It is the method which helps in
identifying issue so that truth can be uncovered (Resnick, Cheng and Lourenço, 2016). Logical
deduction is done in this technique. The main purpose of using positivism philosophy is to
control and predict the truth. For applying this tool in the dissertation researcher has to formulate
hypotheses and have to use SPSS. On other hand interpretivism is completely different
philosophy from the positivism. In this researcher needs not to formulate the hypotheses, it
conducts the study from subjective point of view. In this tool investigator involves human being
and try to find out their perception about the topic. It supports the researcher in gathering in-
depth information about the subject matter.
For the current study, interpretivism philosophy has been used. The rationale behind the
selection of such philosophy is that as it provides high level of assistance in mentioning nature of
study and requirement of subject. Hence, as per such philosophy, by interpreting aspects
researcher has presented the way through which small sized business units can develop and
improve its image in the international market. As present study is qualitative in nature so
researcher has not used positivism philosophy. If individual had used this approach then it may
create complication s in the investigation. There is not statistical data is being used researcher
23

can not apply any mathematical tool and can not formulate any hypotheses. That is why decision
of not choosing positivism philosophy was appropriate. Interpretivism philosophy is more
suitable for the present dissertation. With the help of this technique, researcher has become able
to involve human being in the research and has gathering deep detail about SME and their
working operations in the international market (Odoom and et. al., 2017). By this way individual
has realised that small medium organizations have great chance to grow well in the global
market and it can enhance their profitability to great extent. It was appropriate method for the
qualitative type of research because it has supported in subjective interpretation of collected data.
By this way individual became able to understand reality.
3.4 Research Design
Research design can be defined as set of methods that are used by the researcher for
collecting data and analysing it in appropriate manner. This is the general planning of the
researcher of conducting the research in order to answers to the research questions. It can also be
defined as overall strategy that supports in completing dissertation in logical and coherent
manner. The main purpose of the designing is to give proper answers to the research problems
(Mackey and Gass, 2015). It constitutes blueprint for collecting information about subject
matter. For achieving the aims and objectives of the study, blueprint is required in the study.
Design factor is chosen to maintain and increase the reliability as well as the credibility of the
research. Research designs showcase the study type, problems, hypothetical questions, variables
and many more things (Bryman and Bell, 2015). There are various ways of it such as descriptive,
experimental and meta-analytic. In descriptive the topic is defined in depth, experimental is
based on new ideas and thoughts while statistical data is used meta-analytic where multiple
studies and their result to make research effective.
All these research designs such as descriptive, experimental, exploratory etc. have unique
features and are used in different types of investigations. Descriptive research design is the type
of tool which is applied to describe the topic in appropriate manner. It is the tool which describe
each aspect of the topic. On other hand experimental research design is the type of method in
which researcher always try to make modifications in the situation from its experience. In this
tool researcher involve human being to share their views about the subject matter.. After that
independent (researcher) measures variables (Bryman and Bell 2015). On other hand exploratory
research design is another type of tool which is used to collect general detail about the topic. In
24

this type of design small samples are selected in order to maximize generalization. Data
collection is quite flexible.
In the present research, exploratory and descriptive design are used to complete the
research. Meetings, interviews, naturalistic observation and surveys implemented in the study.
As there was no use of the previous data therefore meta-analytic design was not used. The main
purpose of applying descriptive research design in the dissertation was to describe the each
aspect related to SME in effective manner. This has supported the researcher in knowing about
the functioning of small medium organizations and how they develop their brand name in the
international market. By using survey and observation techniques researcher has become able to
get in-depth detail about the subject matter. This has developed understanding of the researcher
about the topic and individual has become able to complete the dissertation with stipulated
period of time.
3.5 Research type
Research type is most important part of any dissertation. It supports researcher in
identifying nature of the study and carry out the research in effective manner. It is essential that
to select appropriate strategy as per the nature of the topic, otherwise individual may get failed to
complete the dissertation in effective manner. If researcher goes with the correct strategy then it
can support in getting desired results. There are two main types of research: Qualitative and
quantitative. Qualitative type of the researches are those studies in which researcher pays more
attention on theories and models (Ailawadi and Farris, 2017). By applying theories and models
individual become able to develop understanding about the topic and that supports the
investigator in gathering in-depth information about the topic. It is most suitable type of research
because by this way individual can get subjective idea about the subject matter. On other hand
quantitative type of research is another strategy in which researcher apply statistical tools and
mathematical approaches in order to develop understanding about the topic.
The scholar needs to select the appropriate tool in order to complete the dissertation in an
effective manner. Qualitative research type in the most suitable and simple way to complete any
study. As current study is based on working of small medium organization in order to develop
brand image in the international market for that researcher has applied qualitative type of
investigation. This is most suitable and easy way to carry out the investigation. With the help of
this technique researcher has become able to collect in-depth information about the topic and
25

individual has developed great understanding about small medium organization. This has
supported in avoiding complexity of mathematical tools. This has supported in completion of the
entire study (Bryman and Bell, 2015). Theories, models has helped the researcher in
understanding research problems and finding solutions of these issues. By this way investigator
has become able to get desired results and meeting with the dissertation objectives. It details
about the tools and techniques which are used to conduct the research. Along with this it also
reflects its nature which is employed for conducting the research. Additionally, type helps to
carry out research in more effective manner. The starting one is used when numeric values are
not mentioned (Odoom et al., 2017). Further, the other method is used when numeric values are
present. Beside this analyzing data are employed to complete the thesis.
For the present study, as face to face interview was conducted. Reason for choosing the
research approach was that it underlies on reason, opinions and motivations. Along with this, to
complete the research and analyze the data themes related to the topic were made. Additionally,
the respondent response was collected through different methods. As potential samples were
available thus researcher has chosen this technique. . Bryman and Bell (2015), said that the best
data collection methods used under the qualitative research is the process carried out through
interview. . Through, asking questions from managers of SME pertaining brand building and
improvement in the context of international market primary data has been collected.
3.6 Data Collection Method
Data collection methods are considered an important part of the research project as it
presents the ways by which data are collected from different journals, books, articles, interviews,
surveys and observation. In addition to this, it can be said that data collection is referred as
method which allows to develop gathering of information in desired manner. With an appropriate
implication of the method the collection can be accomplished in order to meet the designed aim
and objectives. Along with this, it aids identification of the answers to the research questions in
more depth. If inaccurate data collection methods are used then the research will have invalid
results. There are two ways by which a researcher can gather data (Bryman and Bell, 2015).
These are primary and secondary data collection methods. In the primary data collection methods
depth-interviews, survey, observational methods, and questionnaire are developed. However, in
the secondary source of data collection articles, journals, online sites, and websites are used. In
26

other words, secondary data implies for the one that had already been gathered and analyzed by
other researchers in the past time frame. Hence, by doing evaluation of books, journals and
scholarly articles secondary data can be collected by the researcher.
With an assistance of primary research new information can be collected in context to the
subject so that objectives can be accomplished. Appropriate collection of information allows to
have better understanding about the purpose of study. It has been noticed that primary study
cannot be accomplished without involvement of respondents. It means the involvement of
managers of SME’s is essential to refer so that key aspect can be well maintained. It is a method
collection which has been suitable considering the geographical barrier. It provided the
respondents with opportunity to fill the questionnaire at their pace.
For the current study, both the methods are prominently used to complete the research in
true aspects. In terms of the primary data, depth-interviews were conducted with the people
associated with the SME groups. For this strategic planning was made on the areas and questions
which needed to be asked while conducting the in-depth interview. In this confidential and
secure conversation is done among the two people that are the researcher and respondent from
the SME groups (Resnick and et. al., 2016). It has been noticed that primary data collection will
assist in developing understanding about the work practice of SME and how they use branding
strategies. Along with this, business activities of SME in context to international business can be
attained properly so that objectives can be accomplished. Repeated interview sections are
conducted and study is made based on their result. Secondary data was used to identify detailed
information and critical reviews of other authors related to this topic. For this, articles, journals,
online sites, books, past studies and similar sources were used. All the secondary data collected
are from the scholarly sourcesin order to maintain the reliability. In regard to have secondary
data collection, it is necessary to ensure that sources which are related to SME and branding are
only being accessed. It allows to have effective development of standards in terms of SME so
that goals and objectives can be accomplished in desired manner. Latest and authentic sources
are only being accessed in order to have appropriate collection of secondary sources. It allows to
improve the results identification and assure quality.
3.7 Sampling Method
Sampling can be defined as process of selecting the samples from the entire population. It
is considered as most important part of dissertation, it supports the researcher in gathering
27

relevant information about the topic and developing understanding about subject matter. With
the help of this sampling tool individual can carry out investigation in effective manner and can
give answers of the research problems. It is essential to select correct sample as per the
requirement of the investigation (Ailawadi and Farris, 2017).Sampling method is the way by
which researchers select the people, place, and areas for conducting the research in their interest.
This is done because through sampling the result can be generalized in terms of that population
where the research was conducted. There are two methods by which sampling is done in the
research projects, these are probability and non-probability sampling (McCarthy and et. al.,
2014). In research, sampling techniques can be distinguished into two types such as probabilistic
and non-probabilistic that researcher can undertake for the purpose of sample selection. Under
probability sampling, there are different methods such as Cluster, Multistage, Simple Random,
Stratified and Systematic sampling (Bryman and Bell, 2015). However, in non-probability
sampling volunteer and convenience samples are taken.
. Both probability and non probability tools have unique features and are applied in
different types of investigations. Probability is the technique in which researcher select samples
probability on other hand non probability is the tool in which samples are being selected as in
convenience. There are various sub types of probability and non probability techniques.
Simple random sampling, stratified sampling, cluster sampling, systematic sampling are
the part of probability sampling. Simple random sampling is the most appropriate tool which
is applied in most of the investigations. It is the type of tool in which researcher researcher
selects the sample on random bases. In this method all people get equal opportunities to be
selected. They can share their views about the topic easily (Bryman and Bell, 2015). With the
help of this technique individual can collect the data in effective manner. It is far away from
biasness so there is high chances to get valid and reliable information about the subject matter.
On other hand stratified sampling is another type of sampling technique in which researcher
divide the population in strata. People are divvied on the bases of age, income, education,
designation. After creating strata data is being collected from these strata. It supports the
investigator in gathering specific information about the topic and answering research questions in
effective manner.
Systematic sampling is another type of probability sampling technique which is often
used in the place of random sampling method. After calculating sample size researcher select
28

members from the entire population. If there is no hidden order then it is considered as second
best technique after random sampling method (Fillis, 2015). The main advantage of using
systematic tool is that it is simple to apply and it can be used frequently when number of samples
are high. Apart from probability sampling technique there are various types of non probability
technique as well. These are such as volunteer samples, convenience sampling. Convenience
sampling is the method which is generally applied in the exploratory type of investigations. In
this type of studies researcher takes more interest in getting truth about the topic. Samples are
being selected as per the convenience of the topic. It is generally used during preliminary
research in order to get desired results. Apart from this Quota sampling is another type of tool in
this researcher researcher create quota of samples those who can give good detail about the
subject matter. Snowball sampling is another non probability sampling in which participants are
being selected by other members.
For conducting the present research non-probabilistic sampling methods has been
employed. Hence, by using purposive sampling technique managers of SME’s have been
selected by the researcher. The rationale behind the selection of such technique is that it helps in
selecting suitable managers of SME who explored ventures at global level. Such non-
probabilistic sampling technique provides assistance in meeting the purpose of research more
effectually (Bryman and Bell, 2015). This is considered as one of the best sampling technique.
With the help of this tools researcher has become to gather such participants those who have
great knowledge about the small medium organizations and are able to give in-depth detail about
the topic. Respondents are being selected in the study by the judgement of researcher. This has
supported in saving time and money. By this way researcher has become able to complete the
purpose of the investigation in effective manner.
3.8 Research Process
As the present research is based on the interview so research process must be selected by
the researcher. It is the systematic focus to achieve the objectives of the research (Mitchell and
et. al., 2015). For the present research, the process chosen areas used for the design. An in-depth
interview will be conducted which in turn helps in getting suitable information from managers
about branding in international market.
It has been noticed that research process is referred as practice which allows to have
sustainable consideration of values so that better outcome can be attained. As consideration of
29

interview is being taken into account in order to have proper collection of information. In present
dissertation, the interview guideis being framed as an instrument so that interview can be
conducted properly. In this, open ended questions are being framed so that appropriate collection
of information can be taken into account. It is a method which allows to have authentic and
detailed collection of information from the respondents. Most importantly, it is easier to code as
well as statistically analyze the answers of open ended questions. It is a method through which
respondents can have better representation of their views on the topic. It allows to have valid and
reliable data collection so that framed objectives can be accomplished.
3.9 Type of Data Analysis Plan
Data-Analysis plan is also among the key aspects which are required in the research to
accomplish the objectives. Along with this, while collecting the data through interview with
managers (Renton and et. al., 2015). It is mainly on considering the chosen research approach,
namely inductive, it is apparent to widen the overall scope of this study to easily achieve the
expected findings. If the details/data is not present in the numeric form then the former analysis
techniques are adopted and entire response of the respondents are taken (Bryman and Bell,
2015).
In addition to this, it can be said that after data collection, the analysis is considered as
most essential section. It has been noticed that data analysis is the process with which statistical
and logical techniques can be systematically applied for describing, illustrating, condensing and
evaluating the data (Mitchell and et. al., 2015). It means the collected information can be
interpreted in desired manner by having an effective application of data analysis theme. With an
assistance of data analysis technique application the researcher can easily have inspection about
the data so that results can be framed in systematic manner. It will assist in developing better
learning about the topic on the basis of framed objectives.
In the present study, data analysis method used is qualitative in nature where the themes
were formed on considering the responses acquired from the participants. The data is collected
through the interviews which are taken with the members associated with the SMEs (Ismail and
Kuivalainen, 2015). Through this complete detail regarding the research topic can be easily
realised. Besides this, the reason for not choosing the other option that is quantitative methods
was that there were no numeric values present.
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In present study, findings of the research are being framed with an effective consideration
of diverse elements. It has been noticed that key purpose of using a qualitative analysis is that it
allows to understand the key motivational areas which assist in accomplishment of the
dissertation. With an assistance of this, findings can be framed in more systematic manner. In
addition to this, it can be said that in-depth learning about the subject can be attained with an
application of qualitative values. This type of analysis system allows to have better and specific
understanding in context to subject. Qualitative analysis allows to have understanding about
extent to which SME's are performing in the international market. Along with this, qualitative
analysis plan will consider thematic approach application. Different themes are being framed on
the basis of questionnaire and objectives of the research. Interpretation will assist in identify the
challenges faced by SME's like Surgical instrument manufacturer in developing themselves as
the brand in the international market. In addition to this, it can be said that application of
measures in terms of graphical presentation and values the researcher can have effective
understanding. However, the selection of quantitative approach is not being used because it does
not provide a support to the nature of the study. Along with this, theoretical learning about the
subject can also be developed properly in respect to subject.
3.10 Reliability and Validity
These two terms are essential for completing the research project. . Researchers used
different techniques and experimental methods in order to achieve these two terms.
Consistency/reliability is the extent where research can be simulated (Bryman and Bell, 2015). It
is achieved when the researchers are getting the similar results or stable outcomes. There are
different methods through which reliability of the research project can be maintained such as
internal consistency, parallel forms and test-retest reliability (Crick and Crick, 2014). It is
basically based on the target chosen and target they made. However, validity is related to the
measurement. They both are interdependent on each other. If the measurement is not valid then
reliability can never be established. To accomplish this, the similarity in the concept and method
was seen. Along with this, the secondary data collected is from the reliable and professional
authors.
In order to have effective accomplishment of the overall study the application of relevant
tools and techniques is essential. It provides a great significance to the validity and reliability so
31

that research can be accomplished. Validity is the quality of being logically or factually effective
(Crick and Crick, 2014). It is the degree to which a research study assesses what it is aimed at
assessing. It has been noticed that internal validity is being referred as term of validity in which
standards are being measured by itself.
In regard to have proper validity and reliability of content in reference to secondary
sources the experts need to focus on data collection from sources which are latest. Also, it is
need to be ensure that proper development of data collection is accomplished from the sources
which provide information about branding strategies and working of SME. With an assistance of
this, key values can be well maintained and lead to impressive data collection. In respect to meet
the standards of primary data collection, it is necessary to ensure that objectives are being
referred to design the questionnaire (Ismail and Kuivalainen, 2015).. Along with this, forceful
responses are not being taken into account so that objectives can be accomplished. In order to
meet the reliability of the information it is necessary to make sure that information collected is
relevant to the topic and it provides a detailed learning. Consideration of objectives is essential in
order to meet the standards of ethical working. It helps in promoting the valid data collection and
accomplish designed objectives.
3.11 Ethical Consideration
If ethical consideration are missinh then the entire report is doomed to failure (Saunders,
2011). It is specified as the key factor in the research. As stated by Bryman and Bell (2015),
ethical considerations related to the areas for conducting the research should be mentioned in the
report. Purpose and systematizing of what is right or wrong are involved under research ethical
consideration. It is required to gain the outcomes of research in a fruitful manner. Entire data
collected in the research is based on the SME members who wanted to expand their business at
international level and represent their brand in other countries. It is referred as process that
allows to accomplish the entire research in ethical manner. Ethical norms make the study
complete in all aspects. As present investigation is on small business organisations so
consideration of ethical values is essential to meet objectives Researcher will send ethcial form
to all respondents and they will have to sign it. It wshows that they are sharing their views
positively with the researcher..
While conducting the following research, these ethical guidelines were followed:
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During the in-depth interview, no research participants were harmed and their dignity
was prioritized. Permission from the surgical instrument manufacturer was taken in order to
maintain ethical aspects Full consent was taken from them before conducting the study and they
were completely detailed about the research aims and objectives. Further, the adequate level of
confidentiality, honesty, privacy, and transparency are maintained (Hutchinson and et. al., 2015).
Anonymity is ensured. Communication is completely retained and all the misleading and
offensiveness is avoided. During the collection of the secondary data, works of the authors were
acknowledged and mentioned in the Harvard referencing style wherever is applicable.
Respondent has the complete authorization of removing their personal details and data which
they have provided while conducting the in-depth interview.
It has been noticed that participants of study may not always agree to take part in the study.
It forces to have focus on the voluntary participation so that study can be accomplished. As
present study participants are managers so the prior permission has been taken from managers of
SME so that data collection can be accomplished. In order to have proper reference of ethical
values the information about the purpose of study is being explained in desired manner. Any
kind of forceful act is not being taken into account so that ethical values can be promoted.
Overall procedure of the study has also been acknowledged by the members. It allows to ensure
that key goals and objectives are being accomplished so that sustainable values can be attained.
Along with this, confidentiality is also a factor which need to be referred by researcher in
order to have better promotion of ethical values within study. The researcher assured the
participants that in no case will the identifying information be made available to anyone who is
not directly involved in the study. It has also been noticed that any kind of personal information
of respondents has not been shared with the third party. It has also promoted the confidentiality
and ensure that key measures are being accomplished. Moreover, proper principles of
confidentiality has been referred by researcher so that respondents can have high degree of
privacy which will allow to maintain the information provided by them.
Other than this, there are number of restricted websites that does not allow to have
appropriate access to the information. In order to maintain the ethical values the researcher has
not accessed any restricted web in unethical manner. Alternative library's subscribed sites were
being considered to ensure about the secondary data collection. .
33

Moreover, proper citation of work is also a key factor which has been referred by the
researcher. It has allowed to ensure that overall work is being supported with the statements of
diverse scholars. It allows to analyse the practice which is being employed by SME’s to have
better branding. With an assistance of cited work the understanding can be developed in
authentic manner which is beneficial for sustainable development. It has also been witnessed that
plagiarism is also a critical issue which need to be referred by experts. It is necessary to ensure
that any content is not being copy paste so that goals and objectives can be accomplished in
ethical manner. In order to have proper consideration of such issue the rephrasing is being taken
into account properly so that objectives can be accomplished.
3.12 Research Limitations
When research is conducted there are the certain limitations which is faced by
researchers. It is required that such limitation must be minimized and acknowledgement to such
limitation must be mentioned in the Conclusion part. Further, the range of the limitation must be
minimum as possible so no vague details can be included in report. These were the research
limitation which was faced by the researcher while conducting the in-depth interview and in
other data collection methods.
By having an appropriate consideration of limitations the overall study key objectives can
be accomplished in desired manner. One of key limitation of the present study is that it is long
process in which diverse standards need to be followed to complete the overall study. It is time
consuming process so if appropriate allocation of time is not being taken into account then it will
affect the outcome. Data collection and analysis requires a majority of time from the overall
process. However, present study need to be completed in the desired time frame so that standards
can be well maintained with a better control over the cost. Hence, it could not be feasible for the
researcher to explore all the aspects in detail. This may have limited the information referred by
the researcher.
For conducting the interview time is required and the higher-level manager which were
chosen from the company (associated with marketing and branding of the company) were having
very limited time (Gonzalez-Perez et al., 2016). Moreover, trustworthiness is another aspects
makes the research valid. It can be maintained through choosing the sample from the particular
group related to topic (Bryman and Bell, 2015). Above activities acted as the hurdle in the
accomplishment of desired aims and objectives. The second issues faced was the location where
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the interview can be conducted. Along with this, there was the problem related to the
implementation of the data collection methods as the researchers do not have extensive
experience in primary data collection. There were limited resources available which created the
challenges to attain the desired outcomes. For these authentic scholars and reliable sources were
used to evaluate the data.
In addition to this, insufficient information available on the secondary sources is also a
limitation which might affect the overall outcome. It is necessary for experts to ensure that
standards are well maintained even if secondary sources are not offering in-depth analysis on the
subject. If sources are not containing proper information then then the data which is essential for
study might not be collected properly. It will create a situation where researcher might miss the
important information about the subject which need to be covered significantly. By having an
appropriate consideration of diverse standards the issue need to be resolved. It means the primary
data collection must be completed in such manner that each and every aspect of study is being
covered significantly
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CHAPTER 4 DATA ANALYSIS
4.1 Introduction
At the time if the time of primary data collection it is important to analyse the outcomes
so that expected outcomes can be gathered with the help of research conducted. Data analysed in
this research is qualitative based where the inductive approach is used to complete the research.
In this in-depth interview is conducted between the researcher and respondent which are in the
high position in the Surgical instrument manufacturer. The data analysis method used is effective
and helps to gain fruitful outcomes in the research. In the present study, the main consideration is
given on the SME's can develop themselves as a brand in the international market. For this
purpose, themes were made and qualitative techniques were used to get overall respondent from
the respondents. Through this method, the researcher can easily accomplish the aims and
objectives of the researcher which will help them to gain answer in the more appropriate way.
4.2 Data analysis- In-depth Interview.
Theme 1: Majority of the customers in the current domestic marketplace are Medical
companies and other pharmaceutical shops .
Interpretation: The information gathered from the interview it was found that the majority of the
customers which are preferring Surgical instrument manufacturer are Medical companies and
other pharmaceutical shops. The reply of maximum managers was in favour to the above
statement. Through there reply it can be said that people who will purchase their product at the
international market will have the majority of Medical sector. The products which they are
providing are beneficial for the surgeries and medical operation. As they are instrument
manufacturer so they produced the products that are based on the industrial standards and higher
quality. Along with this, they are not expanded in other countries so they are having least details
about the increasing brand value at international level. Managers of the company majorly stated
that due to lack of market and industrial information, finance, taxation and infrastructure they are
unable to grow as international brand. As per the detail provided by them, they are having many
customers visiting their store and they also sale their products on the online stores.
It can be interpreted that the pricing strategy adopted by them in expanding the business
and their customers have provided them support to establish as local brand. Additionally, they
are making good sales and their revenue collection is also comparable high then other surgical
manufacturers. Further, they are focused on the requirement of their potential customers which
36

act as the development tool for the company. They are completely focused on the ever-changing
market trends and customers requirement which provides an advantage to the company. In short,
they are grabbing the opportunities which are provided by the market and influencing the
customers in all aspects. Along with this, the data shown by them indicate that their customers
are more loyal and prefer their services
Theme 2: Branding is important to Surgical instrument manufacturer
Interpretation: Majority of the members replied that branding is important for the company if
they wanted to survive in the international market such as UK. As per their views, branding
increases the value and market status of the firm as-well-as profit level. Moreover, they
mentioned that it provides motivation along-with direction to the employees and help company
to gain new customers. From the analysis, it can be analysed that branding had importance to
them. Their customer's services along with reputation lie on it. Though the firm offers an
excellent product and services, however, if they do not have good image and brand image them
they will probably fall apart from the market due to other organizations.
Moreover, through the investigation, it can be acknowledged that branding helps in
improving the recognition, trust, supports advertising, builds financial value, inspires employees
and generates new customers. Along with this, one of the members stated that through this they
can stand apart from the other companies/crowd at international level. A new image of the firm
is generated at the global level and their will be more re-cogitation. Other than this, more
customers can gain what quality products and prices they are selling their products. Such thing
helps to promote more to stay focused and clear. As mentioned it helps to create the business
values. An effective and positive brand image can make the customer attach with the firm
through the emotional level. For this, they only wanted to gain good ideas, commitment, and
loyalty from their customers and employees. For the firm stakeholders, it acts as the symbol of
comfort, happiness, commitment and imperishable impressions. From their point of view, it can
be said that branding can assist them in expanding the business at the international level.
Moreover, it can add to their revenue collection, increase the sales and market value.
Theme 3: 6 key Factors are there that make Surgical instrument manufacturer as brand in
domestic market.
Interpretation: After consultation with all the managers, they all mentioned that branding can
change the way they are appear in the market. It can make increment in their sales, profits, short-
37

term and long-term security, innovation, competitiveness, and incentives. However, it was
important to have that to establish the branding in more positive and effective ways so that it can
make the impact on the market. After interrogating them individually, it was analysed that their
company was missing certain factors which can help them to establish a brand in the domestic
brands. As stated by them, the 6 key elements are audience, promise, perception, values, voice
and positioning. Choosing right audience, ideas, ethics positivism and appropriate position can
assist in increasing the brand value. Moreover, they can help them to gain strength and stability
to withstand the fragile economic-market. As globalization and digitalization are increasing so
companies need to focus on their global brands.
In order to achieve international brand, one of the interviewees mentioned that brand-
positioning model can help them to form their image in the market and establish them as a better
brand. For this, they require effective communication, being first, better market image, long-term
perspective, internal-marketing, market positioning, quality products and repositioning. As per
their view, quality is considered as the essential product. If the firm maintains the higher quality
products and customers perception they can easily achieve more market share and higher
profitability than the other firms. Moreover, improving their performance in the product concept
can aid the customers to judge the product quality. Effective communication in the company
operational and other activities can help them to perform in more fast and concise manner.
Moreover, it provides opportunities for further development and improvement. Further, they
mentioned that positioning and repositioning can assist them to maintain their brand image.
Unique position market creates the positive image in the minds of the customers and makes them
focused towards the values and products offered by the company. Promoting through the staff
and them moving towards the customers can help them the company to understand the customers
perspective in more better ways. Other than this, after the interview, it can be analysed that they
were not present on the internet which was the major source for the promotion of the company.
More the promotion of the company aids to better branding. There was one more requirement
which one of the managers stated, they have not defined their brand which includes
organization's name, trademark, tag-line, and tag phrases.
Theme 4: Dental Instruments Co. are the competitors in the leading marketplace
Interpretation: It can be evaluated that there many companies which can provide the
competition to the Surgical Instrument Manufacturer. As they are new in the market and have the
38

small business they will face the major challenge in the leading marketplace. After consultation
with them, it was found that in the Pakistan they will face challenges from the leading surgical
manufacture that are Dental Instruments Co., Focus Surgical Instruments and many other reputed
and multi-national brands which have created the greater market image. Moreover, they have
more experience, better competition and market strategies that can easily affect the business.
Further, external international companies like Surgical Holdings, Accrington Surgical Ltd. and
many more will provide the high level of competition to the company. However, the company
has taken the competitors in more positive ways. As stated by the majority of the managers that it
assists them in understanding their strategies and planning which they can utilize after making
improvement in them.
To beat the international market, their brand image can be made by the values they
created in the local market which is positive. So, if they wanted to establish their brand image in
the international market they have to make in-depth research and inspire their employees to
overcome the threats faced by the entity. They mentioned that from a healthy competition they
will get encouragement to innovate new things, improve customer aspects towards the firm.
Further, employees will stay focus and core market can be easily understood. They can provide
better insight into the international market and can teach the company to make the better
approach. It can be easily examined, that they are taking the competition in positive ways which
can aid market value and brand image to the organization.
Theme 5: Umbrella and Individual brand strategies were chosen by the competitors in the
current marketplace.
Interpretation: The above topic has focused on discussion based on the Branding strategies
chosen by the Surgical Holdings, Accrington Surgical Ltd. in the UK. They all are based on
seeking the customer's opportunities and identifying the areas where they can make
improvements in their company. Most of the surgical manufacturers use the umbrella brand
strategies with disruptive and supplement attributes. It is the method through which clear
branding benefits and efficiency can be seen. This is due to the fact that they use the
communication spill-over effects. However, they also mentioned that some other foreign
companies were using the Individual brand strategies (IBS) to promote their proposition and
positioning. Accrington Surgical Ltd. is using IBS to promote their brand in the UK. For
39

branding, these companies have identified and categorized their products in accordance to the
medical requirements.
Moreover, it can be analysed from the interview that the strategies that were adopted by
the competitors of the Surgical Instrument Manufacturer had made them successful and assisted
them to establish better brand and market image. Further, they have their own brand name and
slogans which helps their customers to recognize the company. To Surgical Instrument
Manufacturer, these strategies provide them details how they operate and what methods, tools
and techniques company can use so that they can withstand the market with their new brand
name. If the firm adopted the method and techniques that are used by their competitors they can
gain more effective tools and techniques so that they can make progress. Form the survey it was
also analysed that these companies were investing more in the maintaining the brand image of
their company through advertising, promotional and other similar activities.
Theme 6: Surgical Instrument Manufacturer is planning to expand and operate its business in
the international market by using the Individual brand strategies.
Interpretation: From the investigation of the data it has been determined in an interview with the
manager that if the company expended to the international level will use the methods of
Individual brand strategies that has been adopted by the Accrington Surgical Ltd. in the UK
market. The company has effectively affected the businesses of the other companies that are
present in the UK. Moreover, they have used pricing strategies which have increased their brand
level in the market. The managers stated that if the company will make the global investments
and increase their brand image there, then they will have more customers, their profit level,
productivity and revenue collection will also get hike up. Further, they mentioned that there are
various opportunities which can be gained by the companies at the international level. This will
help them to set certain standards and established good market values. Further, more customers
will gain knowledge regarding the company.
From the investigation, it can be shown that the company needs to have better planning
and should use Individual branding as well as sustainable strategies so that they can achieve
international brand label in affordable and effective manner. Using such methods, they can be
part of the global market with the effective brand image.
40

Theme 6: High market competition and previously establish brands will be the problems
experienced by Surgical Instrument Manufacturer while expanding into the international
brand.
Interpretation: After completing the interview it can be identified that mentioned company is a
local business entity and brand image and wanted their brand to expand the international market.
The managers mentioned that if they are expanding to the global level they may encounter many
issues which they require to eliminate before going to the international level. From the analysis,
it was identified that these were the challenges that will be faced by the company to expand their
brand level at the international market as it was quite different from the local market. As the
business firm had to think, from where its enterprise is going to run, whether they would run
from headquarters or they will open up new offices. Further, the operational and other activities
such as following their ethics, values and understanding their demographic conditions is also
necessary. Moreover, they had to manage their time management due to different time zones.
Other than this, maximum of them stated that Global orientation, team management also affect
the brand image of the company which needs to be maintained. Strategies and planning that are
based on the domestic market are very less but at global level opportunities increases. Their role
and maintenance also increase which is very difficult to maintain. Further, operational activities,
team-management, culture, and backgrounds are the areas which need to be focused to maintain
the brand dignity. They also stated that they can evaluate the brand image through a simple test
that is D.U.M.B. test which stands for the Demonstrable, Unique, Meaningful, Believable which
can be helpful for them. If the company is able to maintain and withstand all the aspect they can
easily establish the international market with the positive brand image.
Along with this, after the examining, further knowledge was gained which mentioned that
in order to maintain the performance employees are required but new technologies also play the
greater role. To be the influential brand at the global level the firm must have known about the
environment, brand extension, and positioning which contributes to the sustainable development
of the company.
Theme 8: Major challenges faced by the Surgical Instrument Manufacturer while developing
themselves as a brand in an international market set is the finance, management
Interpretation: From an examination of the information that has been observed in an interview,
it has been gained that Surgical Instrument Manufacturer is lacking in sufficient funds that are
41

required to establish a brand image in the international market set. The development on the
global level needs a large amount of capital in performing operations such as promotion,
marketing, franchising, market development, etc. Besides this, SME has the narrow
interpretation of brand management which inhibits them in developing to that extent. In addition
to this, it has been examined that the organization is giving less attention on the procedures of
branding. Also, the company lacks in the legal knowledge on entering the new market that is
preventing the entity in growing globally.
It has been analysed that the entity is not having enough resources that can enhance the
image of the trade name. Apart from this, being an SME there is a limited time in carrying out
branding activities. The major restriction of Surgical Instrument Manufacturer is the finance and
human resources. It can be interpreted that these limitations are making managers concentrate on
the short-term business strategy. The analysis also states that the authorities are more interested
in business value rather than in the development of brand which is impacting the overall
operations of branding. Further, there are many segments that influence in the brand
development such as market, company structure and entrepreneur and the company needs to
manage them well. Moreover, it has been examined that organization is not having clarity in the
operation that is being performed to gain the image at the global level. The analysis is done and
it has been observed that the SME should create a brand-portfolio strategy that yields synergy
and clarity.
Theme 9: Approach that Surgical Instrument Manufacturer will prefer while expanding the
business in an international marketplace is technology and service-oriented approach
Interpretation: By making an analysis of the information that has been gained from the
interview, it has been investigated that the entity can expand its business in the international
market with the help of some effective strategies. Organization is trying to make use of
technology and service-oriented approach to accelerate in the global market. In order to attain
this, an establishment can take assistance from online project management tools which helps in
gaining better governance on the accounting, communication and risk mitigation from thousands
of miles away. However, franchising requires the huge amount of capital but is an effective tool
for global expansion and if the entity spends on this then it is for sure that good returns will be
generated. Also, if the organization is less interested in franchising then it can perform venturing,
it is also an equally efficacious tool that grows the market size.
42

From the interview that has been undertaken, it is examined that the establishment can reach the
global markets by enhancing incentives for new public-private partnership initiatives. Further,
this increment will aid in accessing foreign sources of advanced technologies and knowledge and
that will be beneficial for the organization. Besides this, it has been analysed that there are some
loopholes in the internal environment of the organization such as quality and creativity which
needs to fill with no time so that the entity can sustain the external global world.
Theme 10: Vision of Surgical Instrument Manufacturer as brand at an international level
Interpretation: From the analysis that has been obtained with the help of interview, it is
investigated that the vision of the organization is to be international brand at UK and make
expansion through their business value, enhance progression and prosperity. The main motive of
the organization behind the creation of vision is to have a guiding tool that can assists them in
gaining the desired objectives. Besides this, they have created this vision paper to overcome
several threats and constraints in entering the new market.
While analysing the data it has been investigated that the vision of the establishment is to
grow globally along with following the corporate social responsibility. The organization is
willing to develop sustainably to assist the society and business to concentrate on solving the
challenges of global sustainability.
Theme 11: Products and services that Surgical Instrument Manufacturer will be offering to
its international customers
Interpretation: By making an analysis of the information that is gained from the interview, it has
been examined that if the entity proceeds in an international-marketplace they will look
thoroughly to the needs and demand of the customers. In addition to this, they will try to engage
the residents of other countries in their employee members so that they will understand the
culture and traditions of the new place. This understanding will help them in the appropriate
production of the products. Apart from these, Surgical Instrument Manufacturer is also planning
to develop automated services to assists the new global customers. However, the company
possesses fewer funds for entire diversification it keeps interest in providing its service to the
wide range of customers with the help of franchising or partnership.
From the analysis that has been done on the answers of the interview, it has been
examined that the company is planning to open an outlet to provide services to the customers.
Also, the feedback and complaints will be taken at these stores.
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Theme 12: Effective branding strategy will result in a progressive and profitable business at a
worldwide level
Interpretation: By making an analysis of the data that has been collected from the interview, it
has been analysed that in order to grow on the international level, Surgical Instrument
Manufacturer needs to adopt effective branding strategy. It has been examined that the entity is
not having an effective idea to bring the desired changes in the procedure of stigmatization
which is making it deprived of getting the brand image. It has been observed that establishment
of an identity is imperative to generate good strategy. By making the examination of the
information, it has been synthesized that effective branding strategy will result in advanced and
bankable business at international level.
From the interviewee, it has been observed that the sale value is directly proportional to
the brand value and thus, the organization needs to concentrate on implementing effectual
techniques to grow its roots as a reliant image among customers. It is the easiest way to attract
more customer figures and hence, the organization is required to bring effectiveness in this
sector. From the examination, it has been analysed that the quality standards of the products are
appreciable and some work on branding will bring profit in the business at the global level.
CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Introduction
In the dissertation, conclusion and recommendation are the last chapters where
information related to the findings gathered from the research in an effective manner is
mentioned. From the gain conclusion, recommendations are provided to the company. The
following section of the research focus on the outcomes related to SME's can develop themselves
as a brand in the international market in which case study related to the Surgical Instrument
Manufacturer is mentioned. The result and recommendation are provided on the basis of primary
and secondary data gathered. Moreover, information which is beneficiary for the research is
mentioned. Further, the recommendation has been provided to Surgical Instrument Manufacturer
so that they can establish their brand in the international market.
5.2 Conclusion
From all the study that is mentioned above it following conclusion has been made on the
SMEs establishment at the international market with their brand image. Complete research has
44

been effectively evaluated and proper study has been made on the research. Further, an interview
was conducted with the similar firm employer so that better understanding can be made. The
conclusion is made on the basis of the objectives that were taken into consideration during the
starting of the research project. They all have been accomplished in an effective manner.
The starting objective of the research was "To understand how SME's are performing in
the international market" from which following outcomes can be gained. Small and Medium –
Sized Enterprises (SME's) holds over 95 % of firms and over 60 – 70 % of employment and
provide the large extent of jobs in the international market. Though they face many problems in
the international market as they go through the – Lack of financial support, difficulties in using
technology at the up-most, understanding the change, low productivity, the burden from the
regulatory parties. They need to be more careful in upgrading their management skills and
should focus on product publicity and quality management in the international market. In order
to maintain their brand image in the international market, they have to face more challenges and
issues. About 30 – 60 % of the SME's are categorized innovative in the international market as
they are not likely to provide research and development (R & D) as compared to large firms. But
they are considered to be innovative in other ways as they regenerate products to meet up the
new demands of the market and enhance new techniques to expand sales. SME's are more likely
to be flexible than the large firms to meet up the customer's demand and provide the quality
product as to survive in the market. Government policies are intending for them as they are
growing in the international market and are important for the economy in the international
market. To maintain their brand image in the international market they must take the DUMB test
and should evaluate their market position.
The second objective of the dissertation was "To identify the challenges faced by SME's
like Surgical Instrument Manufacturer in developing themselves as the brand in international
market in UK" from which following outcomes can be gained. Developing as a brand in
international market involves so many challenges which need to be resolved while entering the
new marketplace. In this thesis, all the hurdles are being mentioned so that the entity can identify
the one which is impacting their brand value and should implement some effective measures to
overcome them. It has been examined that the biggest challenge for a small-medium enterprise
such as Surgical Instrument Manufacturer in the branding is the investment. The process of
enhancing trade name involves the huge amount of capital in various operations such as
45

franchising, marketing, promoting, partnering, etc. SMEs also lacks sufficient resources and time
that influences the creation of effective strategies for brand development. Further, this
dissertation covers the legal challenges that are faced by small-medium entities in developing as
the brand art international level. These legal challenges are due to the new marketplaces of other
countries comprising different laws and regulations. It has been examined that the organization is
having issues in the brand management as the entity is having the limitation of human resources
and promptness. This report helps in concluding that these limitations are making managers
concentrate on the short-term business strategy which does not play role in the brand
development edge. It has been examined that the organization has issues in its internal
effectiveness which are generating challenges in meeting the desire of image development on the
global platform. Further, it has been evaluated that the firm is not having clarity and synergy in
operations of brand development and thus, they are required to create a brand-portfolio as their
guide tool. Besides this, the strategies of the entity are not found to be international business-
oriented which needs to be revised soon.
The third objective of the study was "To identify the ways that could be used by SME's
for developing themselves as a brand" from which the following conclusion can be carried out.
These are certain terms which Cash flow management, Time management, Learning with
experience, Recruitment of employees, Balance between long and short termed goals, National
Living Wage, Shortage of skills which must be maintained by any firm to make their brand at the
international level.
5.3 Recommendations
Based on the above-mentioned conclusion various recommendation that can be provided
on the How SME's can develop themselves as a brand in the international market is mentioned
below.
 Companies that are operating at the smaller level must maintain their image, finance and
other things so that they effectively make strategies related to international expansion.
 To maintain the brand image at the international level they must make better strategies,
planning, and methods that effective and adopted by the already established companies.
For example, Surgical Instrument Manufacturer must use the strategies that were adopted
46

by the competitor companies in UK so that they can also make the positive position at the
international market and can maintain it there.
 Focus on the operational and stakeholders must be kept as they only help to promote the
business. Other than this organization must keep to their customer as they can aid the
company as the brand.
 Along with this firm must focus on the areas such as promotional activities, advertising
and should be present in the international market so that their image can be maintained.
To achieve and remain as the global brand they must focus on the performance of the
employees, provide them knowledge related to international terms and condition. Overview the
operational activities, team-management, culture, and backgrounds of the firm after every year
so that modification can be made based on it. The major recommendation must be made in the
Global orientation and team management so that constant positive brand image can be
established in the international market.
47

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APPENDIX
Q 1. Who are the main customers in your domestic marketplace?
Q 2. Is branding important for Surgical instrument manufacturer?
Q 3. According to you, what are the key elements of branding?
Q 4. Who are the leading competitors in your present marketplace?
Q 5. What are the branding strategies of your competitors?
Q 6. Is your company intending to operate at an international level?
Q 7. Are you facing any problem while planning to expand at a global level?
Q 8. According to you, what could be the major challenges that can be faced by Surgical
instrument manufacturer while developing themselves as a brand in an international market set?
Q 9. What are the approaches Surgical instrument manufacturer can use for expanding the
business in an international marketplace?
Q 10. What will be the vision of your brand at an international level?
Q 11. What will be the products and services that Surgical instrument manufacturer will be
offering to its international customers?
Q 12. How will an effective branding strategy result in a progressive and profitable business at a
worldwide level?
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