Identifying Market Entry Barriers for Launching Shoes in China - A Case Study on Marks and Spencer

This document explores the market entry barriers and perceived potential for launching shoes in China through a case study on Marks and Spencer. It discusses the challenges faced by multinational companies during product launching in China and the impact of competition on new product development. The research methodology, data interpretation, and ethical considerations are also presented.

Managing a Successful
Business Project
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Contents
INTRODUCTION...........................................................................................................................3
Aim and Objectives.....................................................................................................................3
Project Management Plan............................................................................................................4
Work break down structure and Gantt chart................................................................................5
Gantt chart...................................................................................................................................8
RESEARCH METHODOLOGY....................................................................................................9
DATA INTERPRETATION.........................................................................................................12
CONCLUSION..............................................................................................................................18
RECOMMENDATION.................................................................................................................18
REFLECTION...............................................................................................................................19
REFERENCES..............................................................................................................................20
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Title: To identify the market entry barriers and perceived potential for launching shoes in china.
A case study on Marks and Spencer.
INTRODUCTION
In today’s marketplace careful plan an effective strategy for product launch in global
world. It is essential to make procedure which help for succeeding in marketplace. The
organization is competing more than ever to develop and unique style item that attracts people. It
easily gained the higher position in market. Initially, it is very tough for attracting large number
of people and develop high rate of new item (Jenkins and et.al., 2019). Most of different products
fail due to competitive advantage in other countries. The aim of research project is to develop the
unique style shoes and launch from china. Marks and Spencer is the fastest growing organization
that always attract towards potential customer towards their unique product and services.
Sometimes, it become easier for launching a new shoe item in china because many customers
aware about the brand reputation and value in global world. The developing a new item offer
benefits to customer, it is primary mission of M&S at the time of shoes launch process. New
item is an essential for business success that continues competing in market of china.
Aim and Objectives
Aim: To identify the market entry barriers and perceived potential for launching shoes in china.
A case study on Marks and Spencer
Objective:
 To determine the factors for new product launch on china market for potential consumer.
 To evaluate the positive and negative advantage of multinational companies.
 To identify the challenges faced by company in meeting business goals and objectives.
Research Question
 How can determine the factors for new product launch on china market for potential
consumer?
 What are different types of positive and negative advantage on multinational company?
 What are challenges faced by company in meeting business goals and objectives?
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Significance
The importance of research study is to identify the potential impacts on new product
launch in china market. An effective timing is crucial for research project to identify different
factors to attract consumer and optimizing revenue or profit on new product development. The
research study will help for identifying the market entry barriers and perceived potential in
proper manner. In this way, it is useful for increasing the business profitability and productivity
in marketplace.
Rationale
The research project is to provide the benefits of new product launch in other countries.
The researcher will focus on the advantage where it can easily improve their own knowledge.
Through research study, it will express the opinion related the market entry barriers and
perceived potential at the time of launching process.
Project Management Plan
Project management plan is a type of approach that will create formal documentation for
controlling, execution and monitoring entire performance. It is the best way to examine
information that needed in research project development (Valtakoski and et.al., 2019). In this
way, researcher will measure the performance and efficiency of project, it is completed the task
within specific deadline. Before starting research project, it is helping to create plan follow input
from project team and other key stakeholders.
 Cost: The research project is mainly depending on the multiple variables that involves
materials and labor costs, equipment price. It easily considered the overall cost of project
by calculating the figures and facts. It can be determined that there are £20,000
approximately cost in project completion.
Resources Cost/price
Raw materials £5000
Equipment’s £4000
Communication channel £5000
Tool and platform £6000
Total Cost £20,000
Table:1
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 Time: It is estimated that total amount of time period allotted in project completion which
produce the time schedules to visualize different steps by step process. The researcher
will complete the project within 8 Weeks.
 Communication: it mainly refers the process which make coordination with the customer,
who will provide information about the new products (Fischer, 2019). The organization
can be used different tool for purpose of communication such as social media, website
and Facebook.
 Scope: The major scope of research project is to deal with different activities that help to
achieve the specific goals and objectives. In this way, researcher will improve their own
knowledge to identify potential barriers generated during task performance.
 Risk: The various type of risk generated within organization such as financial and
resources risks.
 Resources: Usually, there are certain resources require for project completion such as
knowledge, workers, energy and tools that can transform to produce new product
development.
Work break down structure and Gantt chart
Work break down structure is based on the graphical representation that represents
decomposition of work that executed by researcher to accomplish their project goals and
objectives.
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Time Frame work
Activity 1-Week 2-Week 3-Week 4-Week 5-Week 6-Week 7-Week 8-Week
Doing research for
determine topic or
subject
Conducting
literature study
Applying research
Methodologies
Making a proper
proposal
creating
questionnaire
Applying Data
collection method
Interpretation the
data or information
Finding/
conclusion
Submission
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Table:2
Gantt chart
A Gantt chart is commonly used in the research project development that useful for
showing all activities performed in specific time intervals. It is based on the tool for listing
suitable time scale in proper manner.
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RESEARCH METHODOLOGY
It is a type of approach that provide right path of researcher where they are conducting
research in project completion. In this way, it can formulate the problem and objective which
represent an accurate result from relevant data or information (Farranha, Soares and Miranda,
2019). On the other hand, it said that involves different activities for finding results or outcome
in systematic manner. It associated with the specific set of paradigm assumption that will use in
the conduct of research.
Research philosophy
it is considered as a belief that provide insight of data collection and also understand
about concepts use in project. in research project, philosophy provide new idea, concept and
belief to analyze the major trends of project (John, 2020). There are different ways to categories
research philosophy such as pragmatism, interpretivism, positivism and realism.
The investigator has chosen interpretivism philosophy because it useful for research
study to identify concept through existing study. In most of times, researcher can be assumed the
reality and further perform the different tasks.
Research Method
It is defined as process to do some efficient task for examining the relevant information
or data related the research case study. The research is mainly used according to the nature,
behavior of study. It is very important for research study that expected to cover all points which
useful for further expansion in future. It can be categorized into different ways: Qualitative and
Quantitative research method.
The investigator has chosen qualitative research method because it is based on theoretical
aspects for consideration all existing theories which supports in further expansion. Mainly
researcher use this type of method to gather information through discussion, survey and
observation.
Research design
It refers to overall strategy that select for integrating with different type of components of
study (Kogan, Mayhew and Vasarhelyi, 2019). This type of design concept is logical and
coherent that must ensure effectively address the problem and issue of research. There are
different ways to divide research design such as conclusive and exploratory.
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Investigator has chosen the exploratory design approach in case study where it provides
the brief overview to explore research questions. This type of design is not provided the final
solution but help for research to gain depth knowledge about topic or subject. The design will
tackle any type of research problem and structured in proper format. Exploratory design useful
for researcher to maintain the adaptability and flexibility in implementation process change. It
also potentially saves resource and time by identifying proper steps.
Research approach
It is based on the formal deduction of various logical consequences from research
assumptions in case study (Jokela‐Pansini, 2019). In this way, it easier for collecting data,
identifying and interpretation. Therefore, it also useful for addressed the overall nature of
problem in research project. there are different ways to divided research approach. It may
involve Abductive, inductive and deductive research approach.
The investigator has selected the inductive approach in case study where they can easily
identify the observation and involves for managing overall task effectively. This type of research
approach is mainly based on the logical process that multiple premises and focus on the
conclusion.
Data collection method
It is a type of process for gathering relevant data from authenticate source to identify
solution of particular problem (Sivakumar and Roy, 2019). This process must be evaluating the
specific result or outcome. Data collection method can be divided into two types: primary data
collection and secondary data collection.
The investigator will use the primary data collection method by using qualitative method
that easily analysis questionnaires. It can be applied within short period of time to the qualitative
methods. Moreover, it is useful for applying the high standardization of qualitative approach and
useful to make a proper comparison in findings.
Data analysis
Investigator has selected the qualitative method so that they are used thematic approach
for analyzing data. Research project is mainly including primary data collection method for
identifying relevant information through existing theories.
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Sampling
It is a type of principle that help for selecting the population which may perform the
activities in case study (Cooper, 2019). Investigator has no choice for selecting the specific
number of respondents as per requirement in project study.
Researcher has chosen simple random sampling for selecting particular member various
type of population. It become easier for improving their own understanding towards case studies.
It provides an opportunity for dividing equal responsibilities of each member. The sample Size is
10.
Ethical Consideration
It is one of most common approach in research project where each member participants
that should not be subjected to harm of any one dignity. It plays important role in the research
study and considered important points.
 The participants in the research should not be subjected to harm for anyone.
 It should be respects for every participants dignity and divided equal responsibilities.
 The communication and coordination in relation to research should be done with honesty.
In order to identify these different types of ethical consideration in effective manner.
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DATA INTERPRETATION
It is defined as a process for making sense to collect or gather large amount of
information. It may be represented in the form of tabular, line graph and other type of forms in
proper manner (Agnihotri and Bhattacharya, 2019). On the other hand, DI is considered the
implementation process through where data can review for purpose of case study.
Theme:1 Different challenges faced by multinational companies during product launching in
china.
Q1. Do you think that different challenges faced by multinational companies during product
launching in china?
Frequency Respondent
 Strongly Agree
 Agree
 Strongly disagree
 Disagree
10
8
10
2
Total 30
Table:1
Figure 1
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Data Interpretation:
From above analysis, it has summarized that there are maximum respondents agree and
disagree on the statement when different challenges faced by multinational companies during
product launching in china. It depends on the situation, if M&S is not properly implementing
new strategies in new product launch process. As per discussion, it has found that 10
respondents strongly agree, 8 agree, 10 strongly disagree and 2 disagree. On the other hand,
some respondent agreed because they are sharing their onion on the basis of experience within
organization.
Theme: 2 Competition level in other country affects on new product development
Q2. Do you think that competition level in other country affects on new product development?
Frequency Respondent
 Strongly Agree
 Agree
 Strongly disagree
 Disagree
8
9
10
2
Total 30
Table: 2
Figure 2
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Data Interpretation:
From above analysis, it has found that 8 respondents strongly agree, 9 agree, 10 strongly
disagree and 2 disagree. Every respondent is shared their opinion or view point related the
competition level. Furthermore, it has summarized that there are maximum respondents strongly
disagree on the statement that competition level in other country affects on new product
development because other multinational companies already prepare for competition advantage
where they are adopting new technique for attracting large number of potential customers in
global marketplace.
Theme: 3 market entry barrier impacts on the Marks and Spencer.
Q3. Do you think that market entry barrier impacts on the Marks and Spencer?
Frequency Respondent
 Strongly Agree
 Agree
 Strongly disagree
 Disagree
10
5
10
5
Total 30
Table: 3
Figure 3
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Data Interpretation:
As per analysis, it has found that 10 respondents strongly agree, 5 agree, 10 strongly
disagree and 5 disagree. In this way, it can be determined that maximum respondents strongly
disagree and agree on the statement where market entry barrier impacts on the Marks and
Spencer. There are different barriers in market which arise problem and issue at the time of new
product development because they have already launch new item with unique style and features.
It become tough for M&S is to maintain their position in other country.
. Theme: 4 business profitability and productivity increase through new product development.
Q4. Do you think that business profitability and productivity increase through new product
development?
Frequency Respondent
 Strongly Agree
 Agree
 Strongly disagree
 Disagree
8
11
5
6
Total 30
Table: 4
Figure 4
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Data Interpretation:
As above table, it has summarized about the business profitability and productivity,
which may be increased through new product development. It can be determined that 8
respondents strongly agree, 11 agree, 5 strongly disagree and 6 disagree. Maximum respondent
agrees on the concept where productivity always depend on the product quality and services. It is
mainly attracted the large number of customers in marketplace.
Theme: 5 employee efficiency and performance improve the overall business growth rate.
Q5. Do you think that employee efficiency and performance improve the overall business
growth rate?
Frequency Respondent
 Strongly Agree
 Agree
 Strongly disagree
 Disagree
15
5
5
5
Total 30
Table: 5
Figure 5
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Data Interpretation:
In above chart, it has been found that there are different respondents agree on the
statement because employee always putting extra efforts in the new product development. In this
way, it directly positive manner to impact on the business profit rate in global marketplace. As
discussion, it can be determined that 15 respondents strongly agree, 5 agree, 5 strongly disagree
and 5 disagree.
Theme: 6 unique product and services attracts on the potential customer in marketplace.
Q6. Do you think that unique product and services attracts on the potential customer in
marketplace?
Frequency Respondent
 Strongly Agree
 Agree
 Strongly disagree
 Disagree
12
4
10
4
Total 30
Table: 6
Figure 6
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Data Interpretation
As per analysis, it has been found that there are different respondents agree on the
statement “unique product and services attracts on the potential customer in marketplace”. A
unique idea always inspires every people to use highly effective product that’s why, it is useful
for M&S is to improve business expansion activities in other country. therefore, it is directly
positive manner to impact on the business profit rate in global marketplace. As discussion, it can
be determined that 12 respondents strongly agree, 4 agree, 10 strongly disagree and 4 disagree.
CONCLUSION
In above discussion, it concluded that new product launch in other country by using
implementing an effective strategies and unique design. In this research project, it can be used
the qualitative method for identifying opinion and view point of respondents. The aim of
research project is to develop the unique style shoes and launch from china. Marks and Spencer
is the fastest growing organization that always attract towards potential customer towards their
unique product and services. As per analysis, it has found that new product development is
greater achievement in terms of business expansion where it also calculated overall estimation
cost of launch product in another marketplace.
RECOMMENDATION
In order to make the launching of product effective in market and to successfully take it
to the wider audience, it is highly essential for Marks & Spencer to overcome the different
market barriers. Firstly, in order to make the product a success, organization should undergo a
thorough research of their competitors, market trends, customers preference etc. Through the
effective market research, company will be able to gain an in-depth knowledge that whether the
product will be successful or failure. For example- Marks & Spencer should conduct the
extensive research that what are the expectations of customers from shoes. This will help them to
make their product feasible (Karakaya and Parayitam, 2018).
The most important barrier which Marks and Spencer faces while launching the new
product is high cost. Company generally encounters high cost due to investment in wide range of
resources like marketing, communication mix etc. In order to overcome the challenge of high
cost, organization should properly schedule the allocation of various resources and should review
the project budget weekly. Besides this, company should remain in touch with their finance
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department regarding the information on new product and should continuously track the
deviation in it if any (Rahman, Uddin and Lodorfos, 2017).
For overcoming the barrier of limited knowledge, Marks & Spencer should employ the
well-through experts who have the ability to gather knowledge and information about customers
preferences, competitor’s strength, market capitalization etc. Organization should collect as
much information as possible on product. This will help the organization to effectively launch
their new product and generate a huge revenue. For example- before launching the unique shoes
in market, Marks & Spencer should analyze the culture and beliefs of people in china, china
market, preferences of Chinese etc. Gaining the effective knowledge about various aspects will
help company to capture large market share and achieve competitive advantage.
REFLECTION
While conducting this research, I faced a wide number of challenges which eventually
increased my knowledge of research project. Having the little experience in doing research, I
often identified myself navigating through the various aspects to find best way. The first problem
which I faced during this research project was gathering the different kinds of data within my
research report. This directly relates to the quality of my secondary data. It was very difficult for
me to collect information and data which are highly reliable and genuine thus this was the major
problem. In order to overcome this, I analyzed the different methods of collecting data and thus
selected the most effective one through which would provide me the efficient information.
Another problem which I faced while carrying out my research project was selecting the correct
methodology (Kumar, 2019). After choosing the topic of my research, I got confused that which
methodology should I choose among various to keep my study on right track. To address this
problem, I analyzed my research topic in depth and evaluated the problem which the company is
facing. Along with this, I also thoroughly studied the purpose of my research. After the proper
analysis, I went through the advantages and disadvantages of different methodology. This
eventually helped me to select the most appropriate one and the most effective one.
The last challenge which I faced at the end of research was drawing conclusion from my
research. It was very difficult for me to draw conclusion which is through the point without
deviating from my topic. For overcoming this, I thoroughly studied the whole research
repeatedly and noted the key points in a diary. Basically, I summarized all the main points. After
this I reviewed the whole findings and ultimately made the conclusion (Silverman, 2016).
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REFERENCES
Book and Journals
Agnihotri, A. and Bhattacharya, S., 2019. ESOPS AND NEW PRODUCT LAUNCH:
CONDITIONAL EFFECTS OF FINANCIAL SLACK AND OWNERSHIP
CONCENTRATION. International Journal of Innovation Management. p.2050021.
Cooper, R.G., 2019. The drivers of success in new-product development. Industrial Marketing
Management. 76. pp.36-47.
Farranha, A., Soares, P. and Miranda, J., 2019. Public policy analysis and the law: a teaching
experience and a research methodology. TransJus Working Papers; 3/2019.
Fischer, M., 2019. Practice Prize Paper–Managing Advertising Campaigns for New Product
Launches: An Application at Mercedes-Benz. Marketing Science. 38(2). pp.343-359.
Jenkins, M.T. and et.al., 2019. Emerging Market Footholds and Knowledge: An Examination of
New Product Launch Performance. Journal of Business Logistics.
John, C.P., 2020. Methodology Appraisal of Experimental Research Studies in Mathematics
Teaching. Asia Proceedings of Social Sciences. 5(1). pp.40-45.
Jokela‐Pansini, M., 2019. Multi‐sited research methodology: Improving understanding of
transnational concepts. Area. 51(3). pp.516-523.
Karakaya, F. and Parayitam, S., 2018. Market entry barriers and firm performance: higher-order
quadratic interaction effects of capital requirements and firm competence. International
Journal of Markets and Business Systems.3(2).pp.121-140.
Kogan, A., Mayhew, B.W. and Vasarhelyi, M.A., 2019. Audit Data Analytics Research-An
Application of Design Science Methodology. Accounting Horizons.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Rahman, M., Uddin, M. and Lodorfos, G., 2017. Barriers to enter in foreign markets: evidence
from SMEs in emerging market. International Marketing Review.34(1). pp.68-86.
Sivakumar, K. and Roy, S., 2019. Global new product development: moderating role of national
culture on the link between buyer–seller interactions and innovation outcomes. AMS
Review. pp.1-25.
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Valtakoski, A. and et.al., 2019. Cross-country differences in new service development: The
moderating effects of national culture. Journal of Service Management. 30(2). pp.186-
208.
Wang, Z., Dang, S., Shaham, S., Zhang, Z. and Lv, Z., 2019. Basic research methodology in
wireless communications: The first course for research-based graduate students. IEEE
Access. 7. pp.86678-86696.
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Questionnaires
Q1. Do you think that different challenges faced by multinational companies during product
launching in china?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q2. Do you think that competition level in other country affects on new product development?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q3. Do you think that market entry barrier impacts on the Marks and Spencer?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q4. Do you think that business profitability and productivity increase through new product
development?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Q5. Do you think that employee efficiency and performance improve the overall business growth
rate?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
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Q6. Do you think that unique product and services attracts on the potential customer in
marketplace?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
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