Internet Marketing Strategies for Multinational Companies Expanding Business at International Level: A Study on Zara-Sainsbury's

Student Name & ID Business Research Project
Business Research Project
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Student Name & ID Business Research Project
Table of Contents
Table of Contents.................................................................................................................................2
Chapter 1 – Introduction........................................................................................................................3
Background of the organisation...................................................................................................3
Introduction.................................................................................................................................3
Research aim...............................................................................................................................4
Research Objectives:...................................................................................................................4
Research Questions:....................................................................................................................4
Rationale for the research............................................................................................................5
Structure of the report..................................................................................................................5
Chapter 2 – Literature Review...............................................................................................................7
Introduction to the chapter...........................................................................................................7
Literature on the topic..............................................................................................................7
Theories and frameworks written on Digital Marketing..............................................................7
The issues regarding internet marketing......................................................................................9
Theories and frameworks on the topic.......................................................................................10
Literature gap............................................................................................................................10
Chapter 3 – Research Methodology.....................................................................................................11
Chapter introduction..................................................................................................................11
Research onion and Research Methodology saunder’s Research Onion)...................................11
Research philosophy..................................................................................................................11
Research Approach....................................................................................................................11
Research Method.......................................................................................................................12
Research strategy.......................................................................................................................12
Data collection...........................................................................................................................12
Data analysis..............................................................................................................................13
Ethical consideration.................................................................................................................13
Chapter conclusion....................................................................................................................13
Chapter 4 – Research Findings............................................................................................................14
Chapter introduction..................................................................................................................14
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Student Name & ID Business Research Project
Discussion on basis of secondary data.......................................................................................14
Theories and frameworks written on Digital Marketing............................................................14
Issues regarding internet marketing...........................................................................................16
Chapter conclusion....................................................................................................................16
Chapter 5 – Conclusion.......................................................................................................................18
Chapter 6- Recommendations..............................................................................................................18
References...........................................................................................................................................19
Chapter 1 – Introduction
Background of the organisation
Internet marketing strategies of multinational company who decide to expand their
business activities into international market with digital sources and social media platform
application. Also, they do have to analyse various factors and develop multiple essential
approaches for the expansion of effective plan for product identification, evaluation of
customer preferences, and involvement of impressive tool of internet marketing which attract
customer attraction towards with products and services. While this study will provide
information of how business expansion in international market requires proper identification
of internet marketing consider as a promotional tool because it has power to managing
various aspects with effective manner (Yang, Y., 2018). Zara - Sainsbury’s fashion industry
considers expanding their business products and services into international market. It mainly
serves different range and quality of fashion products with effectiveness and manages their
brand name as well. This study will useful for provide information about application of
internet marketing strategies develop higher efficiency in business activity and uses of digital
marketing sources useful for resolve various business issues.
Introduction
Internet marketing strategies is one of the finest concept for expansion of more
efficiency in business activities at international market with perfect and effective
advertisement with digital sources, because it provides clear idea about which product has
potential to survives in new market, give idea about customer requirement and their
behaviour towards with the products and many more. Application of sustainable marketing
mix strategies is useful for knowing such factors like price, place, promotion, place, people
etc. Zara – Sainsbury’s fashion industry is all above UK fashion industry, it provides multiple
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Student Name & ID Business Research Project
and different range of clothing products and it also decides to provide their service into
international marketing with application of internet marketing strategies. Also it provides
their services into multiple countries. Furthermore, company evaluate that it face various
challenges in business expansion activity so it decides to identify which factors mainly
affects organization development into new market place. This study will provide information
about concept of internet marketing strategies in context of business, which issues faces by
Zara - Sainsburys industry when it decides to develop their business at international market
and application of suitable internet marketing strategy influence their business activity with
effective manner. This study will also engage application of secondary research useful for
information collection about uses of marketing strategies beneficial for business or not.
Research aim
“To identify the internet marketing strategies for multinational company in
expanding their business at international level.” A study on Zara- Sainsburys
Research Objectives:
 To critically review the literature on Internet Marketing.
 To evaluate changing nature of Internet Marketing and identify
challenges faced in implementation.
 To explore opportunities provided by Internet Marketing and
identify the impact of promotional tools.
 To recognise the issues regarding internet marketing.
Research Questions:
 What are the theories and frameworks written on Digital Marketing?
 How is IM changing and what challenges are faced in the
implementation of IM?
 What are the opportunities provided by IM and how impactful are
the promotional tools?
 What are the issues regarding internet marketing?
Rationale for the research
The main reason behind conducting this strategy is to identify the internet marketing
strategies used by multinational organisation in expanding business at international level with
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Student Name & ID Business Research Project
application of digital tools (Rosário, 2021). In addition to this, it assist researcher to know
about the issues faced by respective organisation at the time of expanding business globally.
Research on this topic makes more clarity to other business management who also decides to
develop their business activities into new are or international market. In relation to personal,
it help in learning and improving skills such as communication, data collection, data analysis,
data interpretation, time management and many more. On the other hand, it allows gaining
knowledge about marketing strategies and about organisation as well that further help in
career aspect. Furthermore, it helps to conduct future studies in more effective and systematic
manner.
Structure of the report
Chapter 1: Introduction: It is the first and important part of dissertation which involve
information about research aim, objectives, topic overview, reason to conduct research and
many more.
Chapter 2: Literature review: This chapter consist of collection of information via uses of
secondary methods that is collected from various sources that us books, journals, articles and
so on. The main objective here is to identify research gaps from the previous studies because
of which research objectives are fulfilled.
Chapter 3: Research methodology: This report provide different methodology of research
and different types of research and researcher mainly concern to evaluate information
collection from secondary research so chapter makes more clarity how secondary research
provide benefits for decision-making and analysis of multiple factors.
Chapter 4: Research and findings: This chapter is associated with literature review as
herein, investigator find out outcomes which are mainly based on secondary information. The
objective of this chapter is to find out as well as discussed secondary information in a
systematic and effective manner.
Chapter 5: Conclusion: This chapter consist of entire information of research in a brief
manner that allow reader in analysing the aim and objectives that is achieved or not.
Chapter 6: Recommendations: It is the last chapter which consist of recommendations on
the topic. In the present study, recommendations is given on the basis of issues faced by
respective organization while implementing internet marketing strategies at international
level.
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