(PDF) International Business Strategies for Emerging Markets

Research Project

TITLE:
The different strategies employed by businesses to enter emerging markets.
INTRODUCTION
An investigation project is conducted for a specified purpose to determine an aspect with
the help of executing an in-depth analysis over the chosen area of work. The present research is
depend on the importance of globalisation in an organisational context and plan of action
engaged through them to come into emerging markets. Globalisation is a wider term which has
huge impact over the functions of an organisation in effectual way (Barakat and et. al., 2015).
Entering into emerging market is considered as the major consideration of each business for the
intention of attainment of significant development in commercial centre. Holland & Barrett is the
selected firm for this specific research work, it is a chain of health food shops and the company
has its global business functions or activities. The key need of the firm is to entering within
rising market for the reason of achieving potential success and development. The proper
execution of the project is based on pre-determined aims and objectives, which are implemented
over the chosen area of work. In this literature review will provide support in developing an in-
depth evaluation in the form of theoretical perspective and suitable methodologies will be
selected by the researcher to providing significant support to the investigation work. along with
this data analysis will be effective in gathering first hand information by designing a
questionnaire (Tiwari and Herstatt, 2012). At the end of the project conclusion and
recommendation will be made on the outcome of the project.
TASK 1
P1 Research proposal that clearly defines a research question supported by a literature review.
Investigation proposal is a first milestone of an investigation work which provides
appropriate route to the investigator to move out the activity in correct manner. This part of the
investigation assist the work in right manner through the assistance of preparing aims and
objectives. Globalisation is considered as a broader term which which determined as a vast
procedure of fundamental interaction and integration among individual, governments and
businesses at global level (Bazilian and Onyeji, 2012). An emerging market is refers as region
that have few significant characteristics of a formulated commercial centre, but does not fulfill
the modular to be condition as a formulated commercial centre. Emerging industry is effective in
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providing a new area to the businesses to expand businesses for consideration of better future.
However in the contemporary economy, organisations are stated and begins their functions at
domestic level but must up a long term objectives and plan on how the business will be putting
significant business efforts globally (Shenkar, Luo and Chi, 2014). Holland & Barrett is a
leading chain of health food which majorly operates by its 1300 stores in around 16 countries,
involving a substantial presence in the United Kingdom, republic or Ireland, China, Netherlands,
India, Belgium UAE etc. The head quarter of the firm is in Nuneaton, United Kingdom. The
organisation was started to support market operations from the year of 1870 as a retail firm. The
company majorly operates in Vitamins, Ethical beauty enzymes, Minerals, Herbal medicines,
Vegetarian food. The company has around 7000 employees who are working for generating
more potential for the firm in attainment of development and success (Chen, Chiang and Storey,
2012). Aim and objectives are defined to support the investigation in right manner, aim and
objectives or questions for this specified work are associated as below:
Research Aim
To investigate the importance of globalisation in an organisational context and strategies
employed by them to entering into emerging markets. A case study on Holland & Barrett.
Research Objectives
 To understand the concept of globalisation.
 To identify the importance of globalisation in the context of business growth and success. To determine the strategies employed by Holland & Barrett to entering into emerging
markets.
Research Questions
 What is the concept of globalisation?
 What are the importance of globalisation in the context of business growth and success? What potential strategies are employed by Holland & Barrett to enter into emerging
markets?
Literature Review
The concept of globalisation.
As per the views expressed by Jeffrey A Hart, 2015, globalisation is refers as the
consolidation of industry in between of global system that consequently develops the connection
among countries or regions. Globalisation has plays vital role in removing the border among the
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nations and promotes free trade which helps in wider range of economic integration.
Globalisation is a wider term that performs vital function in processing opportunities for
businesses and provide them wider area to enhance its organisational functions in order to
increasing their development and progression. In the context of business globalisation is a critical
aspect that is considerably used through businesses to getting more opportunities within the
global market in order to achieving significant developmeny. Globalisation has helped to render
wider range of employment opportunities and assist to developed standard of living, effective
purchasing power or surge in recompense (Crane and Matten, 2016). This majorly motivates free
trade and potential competition within global market due to that businesses can be able to supply
goods and services in more reliable manner.
The importance of globalisation in the context of business growth and success.
According to the views stated by Mohammed Julfekar Haider, 2010, Globalization is not
really considered as a new thought, thus it is an essential aspects which has its importance from
the last few decades. Globalisation has majorly develop and change on the long time span to
indicate the precedence and scope of contrastive population. The world stretch of normality for
geopolitical, military, economic, and trade advantaged has offend the time period and clench
around each region across the globe (Savrul, Incekara and Sener, 2014). Globalisation is refers as
a wide or unavoidable aspect in the past times of human race, that is focuses over creating the
universe smaller through developing the transaction of products, facilities, data, skills
accessibility or cultures among antithetic nations and regions. Globalization is also recognised as
the process which has transformed a lot in our daily living. Globalisation has various importance
in the context of businesses in which some are associated as below:
Proper use of Resources: Globalisation is majorly leads the businesses to expansion of markets
or this enables businesses to create significant use of available resources (Firnkorn and Müller,
2012). This is an essential element that has a huge influence over the functions of businesses at
global level.
Foreign Exchange: Globalisation is majorly motivates exports or discourages import, thus it
create value for the firm in increasing foreign exchange which may result in attainment of
significant progression and development.
Benefit to the customers: Globalisation has benefited for customers, thus it provides wider area
to the businesses to explore their operations and achieve significant development or success by
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satisfying the needs and wants of customers. Globalisation also encourages fair and free
competition within global market.
The strategies employed by Holland & Barrett to enter into emerging markets.
According to the view point of Naseem Jeewa, 2019, In this contemporary organisational
situation the motive of each size of businesses is to expanding its organisational functions at
wider scale in order to achieving significant profitability and growth. Emerging industry is a new
area which has wider opportunities for businesses and has some characteristics of a developed
market. For entering into a foreign market mainly where in which the country has strict rules and
regulations. Holland & Barrett is operates as a most leading health food chain and majorly
concern over expansion of business in respect to increasing their customers base. For entering
into emerging market different strategies are employed by businesses in that few are connected
as below:
Exporting: This mainly refers as the most effective manner to enter within a new market, with
the help of this tool a business can easily trade good their products with the help of local
distributors (Grayson and Hodges, 2017).
Licensing: This mainly allows a local party to apply organisations name and produce or sell its
products and services or offer organisational services under a licence agreement. This is the most
effective and widely applied tool for expansion of business.
Franchising: This is quite different from licensing as this is also an effective strategy which
allows a business to operate their business under the brand name of specified firm, thus in this
the most applied strategy by the large business organisation (Rahimnia and Hassanzadeh, 2013).
In the context of Holland & Barrett franchising is the most suited strategy for entering
into emerging market, thus this create value for the firm in developing its business operations at
wider scale.
P2) Appropriate research methods and approaches to primary and secondary research.
Type of Investigation- Investigation methods determined to strategies, techniques or
processes utilization in data collection for analyse in circumstance to bring out new data and
develop amended apprehension regarding topic. There are two assorted sort of information
which are accumulated by few specific tools that are given underneath:
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