Globalisation: Strategies for Entering Emerging Markets

GLOBALISATION

TABLE OF CONTENTS
CHAPTER 1....................................................................................................................................3
1.1 Introduction............................................................................................................................3
1.2 Background of study..............................................................................................................3
1.3 Rationale of study..................................................................................................................3
1.4 Aims and objectives of the researcher...................................................................................4
1.5 Scope and Limitations............................................................................................................4
CHAPTER 2....................................................................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Definitional clarity.................................................................................................................4
2.3 Consumer decision-making...................................................................................................6
CHAPTER 3....................................................................................................................................6
3.1 Introduction............................................................................................................................6
3.2 Research Paradigm.................................................................................................................6
3.3 Research approach and strategy.............................................................................................7
3.4 Data Collection, methods and ethics......................................................................................7
3.5 Summary................................................................................................................................7
REFERENCES................................................................................................................................9

CHAPTER 1
1.1 Introduction
Globalisation can be defined a process of increased proportion of social, economic and
cultural activities which are carried out by a an organisation across the national borders. As the
process of globalisation is significantly increasing day by day, it has provided various
opportunities for different small and medium companies to expand in the international markets.
Globalisation has a significant economic implication on the business of an organisation (Zajda,
2015). It has increased the free flow of ideas, people, services, goods, etc which have provided
companies to expand across the international markets. In this report Graze is taken an
organisation, it is a company which operates in UK offers more than 200 snack combinations to
their customers. This chapter discusses about the background, aims and objectives and rationale
of the research.
1.2 Background of study
Present study discusses the process of globalisation which has provided various
opportunities to organisations to enter international markets of the world. With the increase in
the process of globalisation and reduction in trade barriers have made it easy for SME's to enter
various international markets (Radice, 2018). In order to enter international markets, it is vital for
any organisation to develop various strategies for entering international markets for example
Franchising, partnering, joint ventures etc. The market entry strategies which are adopted by the
organisation should be effective for the organisation and should be chosen by proper market
analysis. Despite there are various opportunities available for organisation to enter international
markets but it can be challenging as failure of strategy adopted can result a huge loss to business.
1.3 Rationale of study
Current topic has been chosen by researcher, as researcher wants to know what are the
various strategies which can be adopted by an organisation in order to enter in the international
market for expansion. Due to process of globalisation, which has given rise to emerging markets
across the world so, this topic can help researcher to know which strategy can be employed by
Graze in order to enter in emerging markets of the world. Also, researcher wants develop an
understanding about how a particular strategy can developed depending on the merging markets
in order to expand it business in the emerging markets of the world.