Managing a Successful Business Project

MANAGING A
SUCCESSFUL
BUSINESS
PROJECT

Table of Contents
TASK 2 ...........................................................................................................................................3
Chapter 1 : Introduction.............................................................................................................3
Chapter 2 : Literature review......................................................................................................5
Chapter 3 : Methodology ...........................................................................................................8
Chapter 5: Recommendations...................................................................................................22
Chapter 6 : Reflections..............................................................................................................23
CONCLUSIONS............................................................................................................................24
REFERENCES..............................................................................................................................25

TASK 2
Chapter 1 : Introduction
Background of the study
In present competitive business environment, many of organization is planning to expand
business in new market in order to escape themselves from competitions. But due to intense
competitions as well as continuous changes in business environment , many of the firm in retail
sector is facing issues in determining the best way to enter into intentional market, Therefore,
some enterprises such as Tesco has decided to seek suggestions from the customers in order to
identify the approach which an enterprise can implement for entering into global market.
Selection of the best entry mode is very much crucial for company in order to achieve success in
global market.
Seeking the advice from the customers is considered to be as one of the best strategy
which will help management in addressing the best mode as well as approach for entering into
international market. It is the tactics that will also assist firm in analysing the perceptions of
customers about the various mode of entry adopted by enterprises for entering into international
market (Mas-Ruiz, Ruiz-Conde and Calderón-Martínez, 2018.). By seeking the advice from the
customers an organization can engage customers in business which is considered to be
beneficial for the growth of business in global market. Earlier, Market research was the tactics
which can be utilized by an organization for gathering the information about the customers
perceptions about the entry mode as well as approach which an enterprise can adopt for
expanding business in international market. But now a days' organization uses social media
platform for collecting the information about customers belief about the best entry approach as
well as mode that firm can implement for entering into market of other country.
The research report emphasizes on analysing the customers perceptions about the way an
organization should enter into international market in context of Tesco. It is basically a
multinational British organization operating business in internation market. The different
methods or techniques which is applied by researcher will be highlighted in the research report.
Nature of the problem
Selection of the research methodology is completely based on the nature of topic.

In addition to this, the type of investigation to be performed is also based on the nature of
problem being selected for conducting the research. In context of present study, The topic chosen
that is analysing the customer perception about way an organization should enter into
international make is qualitative in nature. Theretofore, research will perform qualitative
investigation. Qualitative research will be performed because it provides investigator an ease in
collection of data related to the subject. In addition to this, other reason for choosing to execute
qualitative study is that it provides investigator an ease in analysing as well as interpreting data.
Importance of the investigation
The study conducted on topic has great importance as it will assist management in
analysing the perceptions of the customers about the way an enterprise can enter into
international market. In addition to this,the findings of the study will help an organization in
addressing the techniques which they can apply for changing the customers perceptions in
intentional market. Present study has great importance as it will assist researcher in developing
the understanding about the concept of customers perceptions. The study will also help
researcher in gaining the knowledge about the different modes through which companies can
enter into international market which could be helpful for them in order to improve their
academic performance.
Rationale of the study
One of the reason for selection of the specific topic is to develop the understanding about
the globalization as well as customers perceptions about the way companies should enter into
international market. The other rationale for selecting the specific topic is to eliminate the
literature review as well as it will assist in enhancing academic performance. In addition to this,
other rationale for particular topic is to support management in an enterprise in identification of
best way , approach and mode of entering into international market. In addition to this, by
conducting the investigation on specific topic researcher intend to analyse the risk as well as
benefit associated with different modes used for enterting into global market.
Aims and Objectives:
Aim : “To determine the customers perceptions about the way company should enter into
international market. A study on Tesco”.
Objectives :

 To develop the understanding about customer perception and analysing the factors
influencing the same.
 To analyse the different modes of entry through which organization can enter into global
market.
 To identify customer perception the approach which an organization can adopt foe
centring into international market.
 To suggest an alternative way Tesco can change the perceptions of customers in
international market.
Chapter 2 : Literature review
Theme 1: Concept of customer perception
As per the opinion of Panibratov, Veselova and Nefedov, 2018., customer perception
can be defined as the procedure through which an individual client of organization selects,
organize and interpret data input fort creating meaningful picture of brand. However, it has been
argued by other authors that customers perceptions is basically marketing concept which
embrace impression on customers.
According to the self perceptions' theory which is based on the assumption that value
and motivations are two important factors which positively influence an individual to make
purchase of the goods or services offered by company. However, it has been argued by other
authors that perceptions of the customers are highly effected by the way different practices are
being performed by organizations. According to the opinion of Mudambi and Zahra, 2018., the
perception of customers is highly influenced by situational factors such as change in income
level, inflation, changes in trends etc.
As per the opinion of Panibratov, Veselova and Nefedov, 2018, in context of entry mode,
the changes in the trends in the industry and increase in globalization has great effect on the
perception of customers about the entry mode which an organization should choose in order to
enter into international market.
Theme 2: Analyse the different mode of entry through which organization can enter into
global market..
According to the opinion of Verbeke, Lopez and Kundu, 2018., Joint venture is
considered to be as one of the best entry mode which can be adopted by the organization. The
author has also stated that it is the joint venture strategy which will provide firm an ease in

entering into global market. However, it has been argued by other authors that there is high risk
of conflict in context of Joint venture business that could have adverse effect on the business
performance of company in international market. According to the opinion of Elia, Larsen and
Piscitello, 2019, Joint venture is considered to be as one of the best entry mode as it will help
business entity in rebuilding its image in the internation market. Some other authors argues that
due to joint venture, there might be change in the business culture of company which might not
be liked by customers in international market. According to the opinion of Mohr and Batsakis,
2018, Joint venture is considered to be as the one of the best entry mode as through this
technique business entity can have easy access to the customer database that can be helpful in
relation to identification of suitable ways for changing the customers perceptions or attitude
towards goods or services offered by enterprise.
According to the investigation conducted by researcher Tatoglu, Sahadev and Demirbag,
2018. , results of which reveals that many of the customers perceives that exporting is
considered to be as best entry mode which can be utilised by an enterprise for entering into
international market like Spain. The author have stated that many of the clients perceives so
because they hive analysed that there re less risk as well as cost associated with entering into
international market through exporting of goods or services. However, there are few scholars
who argue that in relation to exporting as a entry mode there are high chances of fraud. As per
the view of Schwens, Brouthers. and Hollender, 2018., many of the customers in the
international market believes that firm can earn high amount of profit through direct exporting of
goods or services.
As per opinion of Magnani and Zucchella, 2019., franchising is one of the most suitable
and best option which can be used by companies for expanding business in other country. The
author have also stated that many of people think that franchising is the best entry mode for
expanding business in international market is that in enables organization to have access to
capital which is very much essential for expansion of business. However, some author argues
that lack of control on business is considered to be as oner of the biggest drawback of using
franking as a mode to enter into intentional market.
According to the study conducted by author De Mooij, 2019, results of which reveals
that many of the customers in the market perceives that acquisition is the best entry strategy
which can be applied by an enterprise for expansion of business in other market. However, it has