Market Entry Strategies for Rowlinson Knitwear's Expansion in Germany

This report examines market entry strategies for international business expansion, focusing on a case study of Rowlinson Knitwear's potential entry into the German market. The introduction establishes the research aim, objectives, and questions, highlighting the importance of market entry strategies...Read More

Global economies and
international market

Contents
INTRODUCTION...........................................................................................................................3
Rationale of the research.............................................................................................................4
LITERATURE REVIEW................................................................................................................4
To know the importance of market entry strategies for organisation while entering into
international level........................................................................................................................4
To analyse the challenges faced by company at the time of entering in international market.. .4
To examine the strategies that can be adopted by organisation to reduce the challenges
associated at international market..............................................................................................5
RESEARCH METHODOLOGY.....................................................................................................6
Gantt Chart..................................................................................................................................9
Budget:......................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
APPENDICES...............................................................................................................................12
INTRODUCTION
Market entry strategy is mainly planned distribution as well as delivery method of product
and services to a new target market. In addition to this, it refers to the establishment, creation and

management of contracts with the foreign country. There are various market entry strategies that
is Joint venture, partnership, merger & acquisition, franchise, strategic alliance and many more
(Kim, 2018). All this strategy plays an important role and impact on the overall profitability of
the company. For the present research, Rowlinson Knitwear is taken into consideration. It is a
certified B corp & employee owned business that offers quality and durable school wear and
corporate wear. The company was founded in year 1934 and its head office is located in UK. The
higher authority of Rowlinson Knitwear is planning to expand its operations in Germany and for
this the study is conducted in order to know about which market entry strategy is effective and
suitable for them. The research will cover market entry strategies along with its significance in
maintaining & sustaining its competitive advantage at international marketplace. In addition to
this, various research methods used along with the Gantt chart is elaborated in a proper manner.
Research aim:
“To determine the entry strategies and their importance in maintaining and sustaining its
competitive advantage at international marketplace”. A case study on Rowlinson Knitwear.
Research objectives:
 To know the importance of market entry strategies for organisation while entering into
international level.
 To analyse the challenges faced by company at the time of entering in international
market.
 To examine the strategies that can be adopted by organisation to reduce the challenges
associated at international market.
Research Question:
 What is the importance of market entry strategies for organisation while entering into
international level?
 What are the challenges faced by company at the time of entering in international
market?
 What are the strategies that can be adopted by organisation to reduce the challenges
associated at international market.
Rationale of the research
One of the main reason to choose the topic is it help researcher to gain knowledge about
the entry strategies and their importance in maintaining and sustaining its competitive advantage

at international marketplace. By conducting this research, investigator is able to learn about
research skills, time management, communication, problem solving, technical skills and so on.
This will assist investigator to gain both personal as well as professional development which in
turn leads to attainment of best opportunity in coming future.
LITERATURE REVIEW
To know the importance of market entry strategies for organisation while entering into
international level
According to Tomer Harel, (2018), there are several strategies to enter into an international
market such as joint venture, strategic alliances, takeovers, franchises, merger and acquisitions.
These all strategies are really important and help to expand business at wide level. As per current
market conditions, there is higher competition prevailing at market thus it is really essential to
expand business at international level. In context of Rowlinson Knitwear which is currently
working in UK it is essential to explore business in different countries across the world. To
enlarge and expand business at international level managers need to have clear vision about
future processes and resources that will be required in expansion (Woo and Grandy, 2019).
Nowadays, to sustain at market place for a longer period of time, it is essential to adopt new and
advanced strategies of expansion. Further, necessary market research is also required to
undertake in order to get appropriate information regarding international market place. By
entering into new market, organization can target global audience that will inflate its brand
image and make cit enable to earn substantial profit margin. With this, company will be able to
enhance its presence in global marketplace which will further lead it towards higher growth and
success
To analyse the challenges faced by company at the time of entering in international market.
According to Lana Richardson, (2016), there are several challenges and barriers are faced
by companies at the time of expansion. Here, company is planning to explore business at
international level in which it will face several constraints related to culture, values, network and
more. It is analyzed that for expansion, organization has to invest higher amount which will
reduce down overall revenue & profit margin. In context of Rowlinson Knitwear, it is dealing in
school wears and has to face ample of difficulties whole expanding its operations at global level
in different countries. That are related to cost, culture difference, legislations and more. In

addition, there is enormous risk also associated with this as it may possible that international
customers will not accept products and services. Further, culture and values also create problems
while exploring business as there are different cultures present in different countries that affects
buying behavior of individuals. Small firms and start-ups do not have huge funds to invest in
expansion that may create huge constraint in their growth and success. Further, managers are
required to analyze current policies, trends prevailing at international level in different countries
in order to prepare strategies accordingly which will require huge time. Business practices, laws
of different countries are also varied so managers also need to modify their present strategies and
policies. Therefore, there are numerous challenges which have to encounter by entity while
exploring operations at wide level.
To examine the strategies that can be adopted by organisation to reduce the challenges associated
at international market
According to Bel Booker, (2019), Organization has to face several barriers at the time of
expansion. There are several ways to overcome from those barriers such as hiring native
employees, preparing effective strategies, analyzing market trend and many more. It is monitored
that managers face huge difficulty of cost while exploring business. For this, they need to
prepare appropriate budget which include sources of funds, its allocation and more. It will help
to enlarge business within predefined cost. Here, managers of Rowlinson Knitwear are required
to prepare effective strategies to overcome from difficulties of expansion. In addition, to meet
with legal issues, company can make changes in their existing policies as per prevailing
legislation. For this, mangers can take help of native consultant to provide necessary assistance.
Some, modification need to be done in existing tax and traffic policies to ease out foreign
transactions. (Luoma, 2018). It will provide them ease to cater the needs and requirements of
international audience in significant manner. Hence, it is not easy to enter into a new market
especially at international level but there are certain strategies which can be used to overcome
from those challenges and maintain adequate sales & profit margin.
RESEARCH METHODOLOGY
Research methodology is defined as an effective procedure that is used by investigator in
order to accumulate appropriate data about the particular topic or study. It is one of the
significant chapter that clearly shown research methods applied for the study. The researcher

explains how the important data and information addresses the developed research aim and
objectives. In addition to this, the major reason & justification for the research design, data
sources, data collection, research strategy, analytical techniques, research instruments, reliability
& validity used are given below:s
Research Philosophy: There are mainly two types of philosophies of research such as
interpretivism and positivism. For the current research interpretivism philosophy has been
applied to evaluate data in right manner. It will help to draw valuable inferences and reach at
meaningful conclusion through research. On the another side positivism philosophy is not
appropriate for present research as it will not helpful to draw necessary conclusion.
Research Design: It is analyzed that Inductive and Deductive approaches are used by
investigator to gather better and detailed information about study. Here, inductive research aims
to develop a new approach while deductive research works with existing theory. In inductive
research, proper conclusion is drawn on the basis of available data and observation. For current
research, inductive approach is more suitable as it will help to get better outcomes and gather
appropriate information. It will be helpful and assist investigator for future research.
Research Choice: Qualitative and Quantitative are two important types of research. In
qualitative research, there are several methods such as interview, group discussion and other
used to get detailed information about respondents. Here, detailed and in-depth information can
be collected by investigator which will further assist in making decisions. On the anther side, in
context of quantitative research data is gathered in form of facts, figures and numbers. It is
consider as more authentic and reliable as it based on figures. Both type of research have its own
significance and adopt as per requirement. For present report, qualitative research is more
appropriate as it will assist researchers to draw right conclusion by gathering proper response
from applicants.
Data sources: There are mainly two forms for collecting the data and information that is
primary as well as secondary method. In addition to this, both these methods are significant for
conducting the present investigation assist researcher to provide reliable and valid data. For
collecting the primary information, a questionnaire is develop as it help in gaining quantitative
information that is easily measurable and help in gaining better knowledge about opinions of
others on particular topic. In relation to secondary methods, different sources are available for
researcher that is books, magazines, articles, publication and so on (Pūcīte, 2020). Therefore,

both the primary & secondary method were used in conducting the present investigation and
complete it on time period.
Data collection tools: There are various tools of data collection that is observation,
interview, questionnaire, focus study and many more. These are main data collection methods in
order to collect information about market entry strategies. In the present investigation,
questionnaire is used in order collect information. The main reason to select this tool is it assist
investigator to collect reliable as well as valid information and also it take less time of researcher
as compare to other methods. The questionnaire is given below:
Q1) Do you have knowledge understanding about market entry strategy
used by organisations to enter into international marketplace?
Frequency
a) Yes 25
b) No 15
Q2) According to you, which market strategy is suitable and effective for
Rowlinson Knitwear for entering into international market?
Frequency
a) Joint Venture 13
b) Merger & Acquisition 17
c) Franchise 10
Q3) As per your view point, what are the challenges faced by
organisation while entering in international market?
Frequency
a) Different culture and values 18
b) laws and legislations 12
c) No knowledge of market 10
Q4) What are the strategies that can be adopted by organisation to reduce
the challenges associated at international m
Frequency
a) Analysing market trends 15
b) Hiring native employees 10
C) Follow all the laws and policies 15

Q5) According to you, is implementing market entry strategies impact on
the productivity and profitability of company?
Frequency
a) Yes 22
c) No 18
Sampling: It is defined as the number of population that is consider in order to collect data.
There are mainly two types of sampling methods that is probability sampling and non-probability
sampling. The process of sampling involves stratified, judgemental, systematic and random
sampling as well. In the present investigation, random sampling method is chosen which is a
type of probability sampling. The main reason behind choosing this sample method is it give an
equal chance to all the respondents (Jin and Hurd, 2018). In addition to this, it help in developing
valid and reliable data in an effective manner that leads to development of positive conclusion. A
sample size of 40 participants is choosing for the present investigation who are the employees of
Rowlinson Knitwear.
Ethics: These are basically the morale principles which researcher is used irrespective of place
and time as well. In addition to this, there are various principles of ethics which must be focused
by the researcher in order to decline the level of risk, avoiding deceptive practices, providing
right to withdraw, protecting confidentiality & anonymity, obtaining informed consent and so on.
All this will assist researcher in completion of investigation in an ethical as well as systematic
manner.
Reliability & validity: It is consider as another method that is mainly depend on the
questionnaire. In addition to this, it is a useful data collection method which help to test validity
& reliability of the activities and the research results as well.
Cost, access &s ethical issues: For conducting the investigation, researcher is required to
pot emphasis on the various aspects for attaining outcomes of research. In addition to this, to
conduct such aspects in a systematic manner, research required an enough amount of capital.
This support researcher in conducting both the primary as well as secondary research in an
appropriate manner. Moreover, access regarding some of the sources is also undertaken by
researcher in advance. It will assist researcher in completion of research without any ethical

issues. Apart from this, the number of ethical practices is also followed by investigator in order
to complete study by considering factors that is confidentiality, authenticity, informed consent
and so on.
Gantt Chart
It is basically a graphical tool which support and assist researcher in identifying the initial
time and ending time of activities associated with the project which further leads to completion
of project on time period (Terblanche, 2018). Along with this, it help in scheduling activities
along with time which gives an estimated time to complete the research. The Gantt chart of
present research is given below

Budget:
It is significant for the researcher to develop a budget by considering all the activities of
research in a proper. It is analysed that development of effective budget will help in proper
execution of activities that leads to achievement of positive results (Nee, 2019). The overall
budget required for the present investigation is $1500 that involve assessing of different papers
for data collecton, internet, stationery and many more.
CONCLUSION
From the above discussion, it has been concluded that there are different market entry
strategies adopt by organisations in order to expand its business operations at global level. In
addition to this, it is significant to choose the appropriate entry strategy so that market expansion
is beneficial and profitable for the company. There are various challenges faced by company
while entering in international such as legal issues, different policies, political issues and so on. It

is important for the researcher to select right method for data collection as it directly impact in
the reliability and validity along with the research outcomes as well.

REFERENCES
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Kim, J., 2018. Market entry strategy for a digital platform provider. Baltic Journal of
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strategy. Journal of Business Strategy.
Luoma, J., and e. al., 2018. Big splash, no waves? C ognitive mechanisms driving incumbent
firms’ responses to low‐price market entry strategies. Strategic Management
Journal, 39(5), pp.1388-1410.
Park, C., 2020. Market entry strategies in a high-tech successive generations market: a case study
of three semiconductor firms with different entry modes. Journal of Business &
Industrial Marketing.
Pūcīte, K., 2020. Market entry strategy for road design company in Scandinavian market.
Jin, H. and Hurd, F., 2018. Exploring the impact of digital platforms on SME
internationalization: New Zealand SMEs use of the Alibaba platform for Chinese market
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Nee, M., 2019. Suture-Type Fiducial Marker Oncology Market Entry Strategy (Doctoral
dissertation, Case Western Reserve University).
Shardina, M. and Galkina, Y., 2019. Franchising as a Foreign Market Entry Strategy.
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