(PDF) International Business Strategy for Emerging Markets

Research Project

Table of Contents
TASK 2............................................................................................................................................1
P3 Primary and secondary research using appropriate methods for a business research project
................................................................................................................................................1
P4 Analytical tools, analyse research findings and data.........................................................3
M2 Discuss merits, limitations and pitfalls of approaches to data collection and analysis..16
REFERENCES..............................................................................................................................17

Topic: The strategies employed by business to enter the emerging market.
TASK 2
P3 Primary and secondary research using appropriate methods for a business research project
Research is an effective methods to collecting data and information with the help of using
secondary and primary data collection methods (Carneiro and Brenes, 2014). In conduct a
research, investigator faces some issues which are given below:
Time and cost- These both are the most necessary factor face through researcher. These
are major factors which are mostly face by researcher. For conducting an investigation,
investigator do not have efficient cost to conduct all the research activities. On the other hand, it
does not have proper time. So, it is necessary for researcher to conduct an investigation by
developing time management plan and divide cost on the basis of set research activities.
Ethical issues- Ethics are standards or norms for conduct distinguish among wrong and
right. The ethical standards prevent against fabrication of data and then promote pursuit of the
knowledge. Ethics is necessary for conducting an investigation in better manner. Researcher
should be able to follow all the ethical considerations while conducting an investigation (Cohen
and Kietzmann, 2014). The data of respondents should be confidential otherwise the outcomes
will be negative in future. On the other hand, an investigator face some ethical challenge in all
stages of study from designing to the reporting. These consists confidentiality, ananymity and
informed consent.
QUESTIONNAIRE
Name:
Age:
Gender:
Contact no.:
Address:
Q1) Do you have knowledge about globalisation concept?
a) Yes
b) No
Q2) Does globalisation helps firm to enhance profit and gaining competitive advantage at
marketplace?
1

a) Yes
b) No
Q3) What are different factors which have impact on Zara business while entering
emerging market?
a) Economic factor
b) Social factor
c) Cultural factors
Q4) What are various strategies which can be employed by Zara to enter the new market?
a) Exporting
b) Licensing
c) Joint Venture
Q5) What are benefits of entering the emerging market by using different marketing
strategies?
a) Target new market
b) Enhance product life cycle
c) Increase profit
Q6) Does globalisation help company to enter in to the new market places at global level?
a) Yes
b) No
Q7) What resources Zara will require to entering to the new emerging markets?
a) Human resource
b) Technological resource
c) Financial resource
Q8) What are various methods by which Zara company can develop its brand in the new
economy?
a) Understand customer behaviour
b) Innovation
c) Communication
Q9) Should company make changes in its existing products and services while providing
them at global level?
a) Yes
2

b) No
Q10) What complexities Zara face when it entering in to new emerging market?
a) Cultural issues
b) Legislations issue
c) Tax and tariffs
Q11) What are the different ways by which Zara can overcome from challenges arisen
from enter in to emerging market?
a) Conduct Research
b) Cultural awareness
Q12) Recommend some ways through which Zara can sustain into emerging market.
P4 Analytical tools, analyse research findings and data
In this section, collected data need to be analysed by using the thematic analysis. It is
helpful in provide the effectiveness of gathered data.
Q1) Do you have knowledge about globalisation concept? Frequency
Yes 16
No 4
Q2) Does globalisation helps firm to enhance profit and gaining
competitive advantage at marketplace?
Frequency
Yes 15
No 5
Q3) What are different factors which have impact on Zara business while
entering emerging market?
Frequency
Economic factor 6
Social factor 4
Cultural factors 10
3

Q4) What are various strategies which can be employed by Zara to enter
the new market?
Frequency
Exporting 5
Licensing 7
Joint Venture 8
Q5) What are benefits of entering the emerging market by using different
marketing strategies?
Frequency
Target new market 12
Enhance product life cycle 6
Increase profit 2
Q6) Does globalisation help company to enter in to the new market places
at global level?
Frequency
Yes 17
No 3
Q7) What resources Zara will require to entering to the new emerging
markets?
Frequency
Human resource 6
Technological resource 5
Financial resource 9
Q8) What are various methods by which Zara company can develop its
brand in the new economy?
Frequency
Understand customer behaviour 5
Innovation 12
Communication 3
4

Q9) Should company make changes in its existing products and services
while providing them at global level?
Frequency
a) Yes 16
b) No 4
Q10) What complexities Zara face when it entering in to new emerging
market?
Frequency
Cultural issues 6
Legislations issue 2
Tax and tariffs 12
Q11) What are the different ways by which Zara can overcome from
challenges arisen from enter in to emerging market?
Frequency
Conduct Research 14
Cultural awareness 6
THEME 1: Knowledge about globalisation concept
Q1) Do you have knowledge about globalisation concept? Frequency
Yes 16
No 4
5

Interpretation: Globalisation is a wider concept and it is helpful in providing the better
opportunities to business in context to expand business, target new market, enhance sales etc.
with the help of globalisation, firm can develop their international influence and focus on earning
higher profit level. There are 16 respondents which said that they have the knowledge about
globalisation. They are clear about the globalisation and also know about its importance. These
people have know about the better opportunities which company can get through globalise its
business. It has developed due to advancement in communication and transportation technology.
With an enhanced global interactions comes growth of the ideas, culture and international trade.
On the other hand, there are 4 respondents which are not agree with this.
THEME 2: Globalisation helps firm to enhance profit and gaining competitive advantage
Q2) Does globalisation helps firm to enhance profit and
gaining competitive advantage at marketplace?
Frequency
Yes 15
No 5
6
Yes No
0
2
4
6
8
10
12
14
16
16
4
Column B

Interpretation: Globalisation aids in develop the better relationship among two countries,
nations, regions etc. business face challenge of the remaining competitive in market. They use
variety of the techniques to land high sales volume and also grab large market share. On the basis
of mention graph, there are 15 respondents and they said that globalisation helps company to
increase profit by expanding business and also gain competitive benefit. The globalisation
provides the better opportunities to Zara to expand its business in an effective manner. If firm
will expand its business at global level then in this case, sales will be enhanced and through this,
company can get the competitive benefits at marketplace. As per the above discussion,
globalisation provide the company better advantage through providing its high quality of services
to consumers at minimum cost at global level. It will help in provide the competitive benefits to
company. On the other hand, there are 5 respondents which are not agree with this and according
to them globalisation is helpful in enhanced sales and brand image of company. Sometimes, from
conducting business at global level, company face some disadvantage such as competitors, high
tax rates and many others.
THEME 3: Factors which have impact on Zara business while entering emerging market
7
Yes No
0
2
4
6
8
10
12
14
16 15
5
Column B

Q3) What are different factors which have impact on Zara
business while entering emerging market?
Frequency
Economic factor 6
Social factor 4
Cultural factors 10
Interpretation: Factors affect manner under which an organisation carries out business. The
different factors includes like currency fluctuations, trends and economic development in global
market. These factors directly influence to the business. There are 6 respondents and according
to them economic factors is mostly impact on the business of Zara because if it will conduct its
business into emerging country then there can be issue arise related to tax and tariffs. On the
other hand, there are 4 respondents and they said that social is most necessary factor and it can
be impacted because the taste and preferences of every person is different from each others. This
issue can be faced through company because it needs to be make some innovation in its products
as well as services and also make them attractive. There are 10 respondents which are agree with
cultural factors. The culture of every country is different from the each other. There will be
requirement to firm to conduct an investigation and also aware about the culture of different
8
Economic factor Social factor Cultural factors
0
1
2
3
4
5
6
7
8
9
10
6
4
10
Column B

country in which Zara expand its business in an effective manner. These all are the different
factors which impact on business of Zara while entering emerging market.
THEME 4: Strategies which can be employed by Zara to enter the new market
Q4) What are various strategies which can be employed by
Zara to enter the new market?
Frequency
Exporting 5
Licensing 7
Joint Venture 8
Interpretation: Market entry strategy is planned distribution as well as delivery methods of
products or services to new target market. It is related to export and import of the services. With
the help of using entry market strategy, firm can enter into international market. Zara uses
different strategies to enter into new market. According to 5 respondents that exporting is most
necessary strategies and it is cost saving. In one market, exporting is one of better strategy. It is
related to selling directly into market that selected through Zara using the available resources in
an effective manner. On the basis of 7 respondents, Zara can adopt the franchising strategy to
enter in to new market. It is North American process for the rapid market expansion but it is
9
Exporting Licensing Joint Venture
0
1
2
3
4
5
6
7
8
5
7
8
Column B

gaining the traction in some other parts of world. There are 8 respondents which agree with joint
venture strategy because in this two firms are working together on attaining specific goals. It is
specific form of partnership that includes creation of third independent managed organisation.
Under this, there are two organisations agree to be work together in specific market. The profit
and loss will be shared equally among both firms.
THEME 5: Benefits of entering the emerging market by using different marketing
strategies
Q5) What are benefits of entering the emerging market by
using different marketing strategies?
Frequency
Target new market 12
Enhance product life cycle 6
Increase profit 2
Interpretation: The company expand its business into emerging economy for getting many
benefits. Emerging market is country that has some of the characteristics of developed market. It
does not satisfy the standards that to be termed developed market. There are 12 respondents and
they said that main benefit Zara can get is target the new market. With the help of expanding its
10
Target new market Enhance product life cycle Increase profit
0
2
4
6
8
10
12
12
6
2
Column B

business in other country, Zara can target the new market and also provide them its services and
products. According to 6 respondent, company can increase its product life cycle by offering its
products into new market. It can produce some other products with better features to attract the
people. 2 respondents are agree with enhance profit level of Zara by entering into emerging
market. If Zara will provide its high quality of products in other country then in this case its sells
will be enhanced and in this manner profit will also be enhanced in an effective or significant
manner.
THEME 6: Globalisation help company to enter in to the new market places at global level
Q6) Does globalisation help company to enter in to the new market places
at global level?
Frequency
Yes 17
No 3
11

Interpretation: As per the discussion, it has been interpret that globalisation gives the
opportunities to company to enter in global markets. According to opinion of 17 respondents that
globalisation aids an organisation to enter in to new market place and gain competitive
advantage. 3 respondents which are not agree with this given statement because firm can use the
various entry strategy to enter at global level.
THEME 7: Resources Zara will require to entering to the new emerging markets?
Q7) What resources Zara will require to entering to the
new emerging markets?
Frequency
Human resource 6
Technological resource 5
Financial resource 9
12
Yes No
0
2
4
6
8
10
12
14
16
18 17
3
Column B

Interpretation: For entering into emerging markets, different sources are required to company.
There are respondents and they aid that human resource is most necessary function because if
firm will hire new employees then they can able to focus on enhance productivity. There are 5
respondents and they said that technology is a main source because it helps in conducting
business operations rapidly. 9 respondents are agree with financial resource. The resources
required by Zara in expanding it's business includes financial, technological and human resource.
These resources are important for any company to start its business. The money or capital
available for any business in conducting operations in other country are termed as finance.
Business requires money in the form of liquid securities, credit lines, assets, loans. An
entrepreneur of the company has to work hard for promoting his business and operating
efficiently. Human resource of an organisation describes the individuals who are working in the
company and these people are responsible for maintaining relations among employee and
employer. If there is a good human resource i.e. effective and hard working employees in the
organisation then it benefits the company in operating functions and operations of business in an
appropriate manner. Also the other important resource required by Zara for successful business is
technological resources. If the company is having resources of using the latest technology and
equipments in doing operations of the company then it helps to operate business in an effective
13
Human resource Technological resource Financial resource
0
1
2
3
4
5
6
7
8
9
6
5
9
Column B

manner. According to the above graph it has been analysed that most of the people think that
company requires finance for effective business.
THEME 8: Methods by which Zara company can develop its brand in the new economy
Q8) What are various methods by which Zara company
can develop its brand in the new economy?
Frequency
Understand customer behaviour 5
Innovation 12
Communication 3
Interpretation: On the basis of opinion of 5 respondents that understand the customer
behaviour is most necessary for company and it will help in develop better brand image. There
are 12 respondents and they said that innovation is most necessary factor that helps in attract
more consumers. 3 respondents are agree with communication. Customer behaviour is defined as
the study of analysing and evaluating various elements of customers that are required in product
or service. This includes selecting, buying, disposing ideas, services and goods for satisfying
needs and wants of a customer or client. Also the other factor which is important for increasing
and attracting customers base in innovation. Zara is the world's largest clothing retailer and it is
very important for this company to continuously innovate products and items offered by this
14
Understand customer behaviour Innovation Communication
0
2
4
6
8
10
12
5
12
3
Column B

company. Innovation is a key factor in developing and growth of the company. Zara puts efforts
in making it's products attractive and available for customers. This can be explained with an
example, Zara has divided different segments for it's offerings of clothes. These includes formal
wear, party wear, jogging suits, women wear and it also offers apparels for young ladies and
girls. Zara has formed partnership with technology organisations like Jetlore for predicting
consumer behaviour. This company uses artificial intelligence for estimating demand ad needs of
the customers. Zara has also collaborated with Spanish big data start up for increasing customer
base by recording the details of customer base. The other important factor used by companies for
attracting customers is the communication process of the company. The communication in a
business helps in effective operations of the company as if there is proper communication , then
organisation is able to know what are the actual needs of the customers. The changes and
innovation in product are made accordingly for attracting more number of customers. Zara is
putting several efforts for increasing the customer base and enhancing business and profits of the
company. All these three factors are important for developing the brand image of Zara in a new
economy.
THEME 9: Company make changes in its existing products and services while providing
them at global level
Q9) Should company make changes in its existing products
and services while providing them at global level?
Frequency
a) Yes 16
b) No 4
15

Interpretation: From above mention graph, it has been interpreted that firm make innovations in
its existing services or products to attract more consumers and enhance sales of business. There
are 16 respondents and according to them, Zara should make some changes in existing products
and develop new goods at global level. Through this, it can create better image in mind of
consumers. There are 4 respondents which are disagree with this statement and according to
them, firm should develop effective strategies to reduce negative impact and sustain in global
market for long time period.
THEME 10: Complexities Zara face when it entering in to new emerging market
Q10) What complexities Zara face when it entering in to
new emerging market?
Frequency
Cultural issues 6
Legislations issue 2
Tax and tariffs 12
16
a) Yes b) No
0
2
4
6
8
10
12
14
16
16
4
Column B

Interpretation: According to 6 respondents, Zara face cultural issues because every country
have different culture. There are 2 respondents and according to them adopt the legislations of
different country is difficult. 12 respondents are agree with tax and tariff issues. There are
various activities that affects Zara while entering into new market. These include cultural issues,
legislation issues and tax and tarriffs. There are various cultural factors that affects business that
involves belief systems and practices, traditions, customs, behaviours and nature of people. The
cultural factors which influence the strategic goals in establishing market in new economy
includes changing trends in fashion, market activities, etc. The other factor which is analysed for
effective establishment of business in new economy is legislation issues. Legislation issues are
the ones which affects business while operating in other economy. Zara has to follow all rules
and regulation of the government before entering into new marketplace. This helps the
organisation in doing well in market and avoiding any hurdles while controlling business
activities of the company. Also another factor that is tax and tariffs of the company. The taxation
policy and tariffs affects business of the Zara in various ways. The taxation policy affects the
cost of business. This can be explained by an example, if there is an increase in corporation tax,
then Zara will have to face problem as there will be increase in costs. A business can pass few
taxes on consumers by adding price of products and services. The government of country in
which the company operates also affects business profits.
17
Cultural issues Legislations issue Tax and tariffs
0
2
4
6
8
10
12
6
2
12
Column B

THEME 11: Different ways by which Zara can overcome from challenges arisen from
enter in to emerging market
Q9) What are the different ways by which Zara can
overcome from challenges arisen from enter in to emerging
market?
Frequency
Conduct Research 14
Cultural awareness 6
Interpretation: There are 14 respondents and they said that conduct an investigation is main
solution because it helps in identify target market, competitors etc. There are 6 respondents
which said that culture awareness is necessary when conducting business in emerging economy.
The most important way by which a company can avoid challenges and issues while entering
into new marketplace is conducting research and cultural awareness. Zara can conduct an
effective research that will help in analysing the factors that help in doing business in a right
manner. Zara is dealing with clothing and apparels so it is very important for this company to
provide information to people and analyse their culture so that products should be made for
customers. The main objective of a research is that it helps in making estimations about the
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Conduct Research Cultural awareness
0
2
4
6
8
10
12
14
14
6 Column B

success rate of business. A research provides theory and helps in learning the objectives of topic.
In the given case, researcher is able to analyse the factors of establishing business in a new
economy in an effective manner.
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M2 Discuss merits, limitations and pitfalls of approaches to data collection and analysis
In the given report, the method used for collecting data is secondary method. In
accomplishing this report, data and information is collected through a questionnaire. This is
filled by several customers and interpretation is done for analysing what are the issues that Zara
will face in accomplishing the goals and objectives of the company. A questionnaire is defined as
an instrument that is used for collection of data and it involves a certain number of respondents
that fill the questionnaire for making interpretations. The main disadvantage of using
questionnaire method for collecting data is that all respondents who are filling the questionnaire
are not honest while answering the questions given in questionnaire. Another problem is that
some questions are present in questionnaire which are not answered.
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REFERENCES
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Carneiro, J. and Brenes, E. R., 2014. Latin American firms competing in the global economy.
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Cohen, B. and Kietzmann, J., 2014. Ride on! Mobility business models for the sharing economy.
Organization & Environment. 27(3). pp.279-296.
Colen, L., Maertens, M. and Swinnen, J., 2012. Globalization, private standards and poverty:
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Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Doh, J., McGuire, S. and Ozaki, T., 2015. The Journal of World Business Special Issue: Global
governance and international nonmarket strategies: Introduction to the special issue.
Journal of World Business. 50(2). pp.256-261.
Ferraro, G. P. and Briody, E. K., 2017. The cultural dimension of global business. Taylor &
Francis.
Kasemsap, K., 2015. The role of cloud computing adoption in global business. Delivery and
adoption of cloud computing services in contemporary organizations. pp.26-55.
Kolk, A., 2016. The social responsibility of international business: From ethics and the
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Online
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