Strategies of Market Expansion for Business Development in Emerging Global Market

This research focuses on investigating the strategies of market expansion in the context of business development in emerging global market. The aim is to study the strategies used by Marks and Spencer for market expansion and evaluate the challenges faced by the company. The research also aims to recommend suitable options for entering an emerging market. The research includes literature reviews, research methodologies, and presentations of research findings.

RESEARCH FOR
STRATEGIC
DEVELOPMENT

TABLE OF CONTENTS
TASK 1 FORMULATES THE RESEARCH PROPOSAL............................................................3
Research background..............................................................................................................3
Aim and objectives.................................................................................................................3
Research questions.................................................................................................................4
Success criteria.......................................................................................................................4
Project plan.............................................................................................................................4
Rationale.................................................................................................................................7
TASK 2 LITERATURE REVIEWS AND RESEARCH METHODOLOGIES.............................7
Literature Review...................................................................................................................7
Research Methodologies........................................................................................................9
TASK 3 PRESENTATIONS OF RESEARCH FINDINGS.........................................................11
Data Analysis and Interpretations........................................................................................11
Conclusion and Recommendation........................................................................................17
TASK 4 REFECTION AND FEEDBACK...................................................................................18
Reflection.............................................................................................................................18
Recommendation:.................................................................................................................19
Personal development plan...................................................................................................19
REFERENCES..............................................................................................................................21

Title: To investigate the strategies of market expansion in context of business development in
emerging global market.
TASK 1 FORMULATES THE RESEARCH PROPOSAL
Research background
Business development is such process which helps business to develop their internal and
external part of their workings and also enhances the employee’s interests in their organisation
for long term growth. Usually business development is not initiated to gain for large amount of
profits but it can be done by having no profits and no loss to business (10 Effective Business
Development Strategies (Plan), 2019). In this research, the business development mainly used
the strategies in context of market expansion of company and accordingly company makes
strategies to enhance their sales and production activity at large scale. The main purpose of using
such strategies are in relation to enhancing the marketing techniques and also target market to
fulfil the needs and demands of the customers. The present research is based ion Marks and
Spencer company which was founded by Michael Marks and Thomas Spencer in 1884(Moutinho
and Vargas-Sanchez, 2018). This company is a multinational retailer company deals in
clothings, home equipments and food products and its headquarters is in London. M&S carry a
strong brand images and also they are engaged with large number of employees carrying their
business at international level.
Aim and objectives
Aim: To investigate the strategies of market expansion in context of business development
in emerging global market - A study on Marks and Spencer.
Objectives:
 To identify trends pertaining to expansion and business development in an emerging
market.
 To evaluate strategies or options available for Marks and Spencer pertaining to expansion
at international level.
 To assess challenges facing by M&S while entering in an emerging market.
 To recommend suitable option to Marks and Spencer in relation to entering in an
emerging market.
3

Research questions
1. What is the recent trend regarding expansion and business development in an emerging
market?
2. What are the strategies available to Marks and Spencer pertaining to business expansion
and development?
3. What are the challenges that business units face with respect to business expansion at
global?
4. Which strategies available to M&S for dealing with the issue associated with business
expansion in the context of an emerging market?
Success criteria
In order to meet concerned research objectives books, journals and scholarly articles in
relation to business expansion strategies have been evaluated. Through collecting data from
secondary sources resulting in getting more accurate information. This in turn provides deeper
insight about the strategies which in turn prove to be more beneficial for M&S while entering an
emerging market. The success criteria is gained by adapting the data analysis and data collection
procedure. Further, to accomplish research effectually timeline has been prepared and followed
properly so that outcomes can be derived within specific time frame.
Yes, The current trends are summarized through using the primary and secondary sources
to collect the information. To gain success in business, marketings strategies is one of the best
strategies adapted by business in respect of attracting customer through providing innovative
services. Yes, it can track the records and other company strategies through examining their
working criteria to sustain in market for longer way. The strategies can be find out through the
research and development department in respect of tracking the records or collecting the
information which is pertaining in market.
Project plan
Planning in project is the major aspect regarding maintaining every activity in the project
and also keep an eye on the working of the matters which helps in effective project planning. It
includes the following aspects to accomplish a successful project such as:
Activity 1
th
2
nd
3
rd 4th
5
th
6
th
7
th
8
th
9
th
10
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4

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Wee
k Wee
k
Wee
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k
Wee
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k
Wee
k
Wee
k
h
W
ee
k
Select the
Research
topic
Conduct
Literature
Review
Methods
used to
carry the
research
Methodolog
y
Examine
the factors
Manual
questionnai
re is
prepared
once
examinatio
n is done
5

Collects the
data and
information
for the
selected
topic.
Analysed
them by
using
thematic
method.
Rechecked
the data and
information
before
submitting.
Submit the
final report.
6

Milestone table:
Particulars Due date Justification
Aim and objectives 7 days Completed in 3 days, so that
once it is prepared it must be
cross-checked with the tutor
Questionnaire 7 days 5 days, so that if there are any
variances in answers it must be
rectified within the stipulated
time period.
Data collection 7 days 4 days, as it helps in
rechecking the data before
undertaking the procedure of
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analysing such data for better
results.
The resources which are used is in respect of carrying the electronic mode in which the
data are secured and also it neglects the chances of infringement of the collected data. The data
are to be protected through saving the information in laptop and also carrying the pen drive in
respect of transferring any data.
Rationale
The reason behind choosing this topic is in context of globalisation and its facilities
which are provided to company regarding expanding their internal and external activities. Thus,
researcher finds this topic interesting as due to global world many new techniques are to be
implemented which results in bring more growth to the business. Researcher also find this topic
interesting as lot of authors had already gathered wide range of data in respect of market
expansion and also from viewing their reviews they can conduct the deep study of the data
collected. Researcher is more satisfied with the working in the company but to analysed certain
aspects which helps company to take effective decision relating to more business development.
TASK 2 LITERATURE REVIEWS AND RESEARCH METHODOLOGIES
Literature Review
Theme 1: Latest trends employed by company to expand their business in global market
According to Paris, Wasik and Turner, (2016) stated that the latest trend which is used by
company to expand their market is in relation to using the digital transformational to the brand
image of the business and their products and services in market. By campaigning their products
through digital sites, it attracts the customers to large scale and also they can promote their new
products through such technology.
Woodfield, (2015) criticised that technology sometimes lower down the business growth
as due to easily track by their competitors or not working at the time of ordering the products by
customers. In such cases it results in more complaining arises regarding the delivering of
products in accurate time. Market expansion is easier for the company but to maintain the
reputation in the market with the advance technology is tough.
8

Theme 2: Strategies used by Marks and Spencer to expand their market in emerging global
world
As per Baines and et.al., (2017) suggested that to emerge their business into global
market, the strategies which is used by M&S is related to targeting the customers towards their
products and services and also produce such products according to the needs and demands of
such products in the market. Targeting the customers is the best way to expand the business into
international market. As the expenses which is incurred in expansion is resultant to be success by
adapting these strategies.
Wolf and Floyd, (2017) argued that the taste of customer are changing due to changes in
environment. They always demand such products which are of the best quality and low pricing
and in relation opt eatable products they prefer the organic products. Thus, if the company
expand their business by keeping the customer point of view regarding their products than in
such cases it results in affecting their expanding strategies in global market.
Theme 3: Challenges faced by company in context of market expansion while entering into
global market.
Warner and Sullivan, (2017) suggested that the major challenges which is faced by
company in respect of market expansion is resultant to expanding the business in wrong
countries where there are strict government norms regarding the tax charges or barriers in case of
import and export of goods and services. The major challenges are also in respect of culture
values and norms in different countries and the communication gap which resultant in bringing
lot of confusion in communication through different languages. The challenges which affects the
market expansion are of huge impact in growth of business at large scale.
Collins, (2018) viewed that the challenges which is discussed had not major impact if the
company appoint the right person to carry such procedure at international level. It mainly
includes the proper planning and procedure to expand their business into market and also uses
various techniques and method to overcome from such challenges which is faced by company.
Research Methodologies
It includes the systematic planning and procedure to conduct the appropriate research.
With the research method it helps to examine various facts and figure to collect relevant data and
9

use it appropriately to make the research work and unique and different. It includes the following
methods:
Research types:
It carries two methods such as Quantitative and Qualitative. There are various types of
research and in this method researcher had applied the Qualitative method to carry their research
work (Giaoutzi, 2017). In this method they can conduct survey, interview and also examines
various other information for such sources. In this research, manual questionnaire is undertaken
regarding raising question from manager of Marks and Spencers.
Research Philosophies:
It includes Positivism and Interpretivism. In this method it carries with various ideas,
thought and expression to carry the research work to get the more appropriate results (Dubey and
et.al., 2017). Researcher had applied the Interpretivism method to carry the research to interpret
the available data from such information which is gather.
Research Design:
It is of two types Descriptive and Experimental. It includes designing the research work
so that it looks presentable and different from other research work. In such cases researcher had
applied the descriptive method to collect data from available sources. Descriptive method thus
results in analysing the deep study of the research work to gather the information which is
reliable (Cooper, 2017).
Research Approach:
This approach carries the two aspects Inductive and Deductive. It includes the proper
planning and steps which is to be taken to reach to that area from information are to be gathered.
In this researcher had applied the Inductive method to collect data from the available sources.
Inductive research brings lot of aspects which helps companies to take effective decision making.
Data collection:
It is based on two methods such as Primary and Secondary data. It is such a method
which includes gathering, interpreting and organising such data from the available resource. Here
researcher had applied both the method to collect data from the available resources (Bettis and
et.al., 2016). Primary data is used to collect information from available sources while secondary
data is used to gather information from other sources which is not primary. In this report,
10

researcher carry both the methods in which they undertake original information and also take
information from other secondary sources.
Sampling:
It is two types Random and systematic sampling. Sampling method is mainly used when
there are large number of employee and data are to be gathered from all such sources in such
cases sampling method is used to collect data (Hung and Quartered, 2017). Researcher had
applied the random sampling method to pick random people to gather information. In this
research, the information is to be gathered from 20 managers to know about the expansion
techniques used by company.
Data Analysis:
It covers two methods such as Thematic and Non Thematic Method. In this method,
researcher analyses the collected data so that there are more chances to get the accurate results.
Researcher had applied thematic method to collect data from the available sources
(Mukhopadhyay, 2016). By this method they can make the research clear and useful by
conducting and presenting the research on the bases of theme.
Ethical Consideration:
Researcher had maintained certain ethical norms at the time of research. Ethics are
related to not disclosing the information of the company and their employees without their
permission of such disclosure. During research, they didn't harm any person either mentally and
physically to conduct their research work.
Reliability, validity and acceptance:
These are the methods which is used by researcher in respect of testing the research and the
data which is collected from various sources. Reliability refers to the consistency of the results as
if the data is collected from various aspects, the results are reliable to each other. In case of
validity, it refers accuracy of the results as the data which is collected provide the right results.
TASK 3 PRESENTATIONS OF RESEARCH FINDINGS
Data Analysis and Interpretations
Q.1) Is market expansion strategies is useful for companies to develop growth in their
infrastructure?
 Strongly agree
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 Agree
 Neutral
 Disagree
 Strongly disagree
Q.2) What are the latest trends used by company to expand their business in global market?
 Online marketing
 Targeting customers
 Innovative products design
 Campaign
Q.3) What are the strategies used by Marks and Spencer to expand their market in emerging
global world?
 Customer reviews
 Market penetration
 Digital transformational
 All of above
Q.4) Is employees are satisfying with the expansion strategies in company?
 Yes
 No
Q.5) What are the challenges faced by company in context of market expansion while entering
into global market?
 Strict government norms
 Barriers in import and export
 Culture differences
 Communication gap
12

Q.6) How to recommend to Marks and Spencer regarding the appropriate strategies used for
business development in global market?
........................................
Theme 1: Market expansion strategies is useful for companies to develop growth in their
infrastructure
Particulars Respondents (20)
Strongly agree 12
Agree 3
Neutral 1
Disagree 2
Strongly disagree 2
12
3
1
22
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Interpretation: From the above study it is to be interpreted that market expansion not only
enhances the stability and reputation of the company but also bring more advancement to their
internal working (Moutinho and Vargas-Sanchez, 2018). As lot of employees are attached with
13

their operational activities and are carrying their business into large scale. Majorly respondents
are strongly agreed with the strategies and process used in market expansion to the business for
longer term growth in the organisation.
Theme 2: The latest trends used by company to expand their business in global market
Particulars Respondents (20)
Online marketing 14
Targeting customers 3
Innovative products design 1
Campaign 2
Online marketing
Targeting customers
Innovative products design
Campaign
0 2 4 6 8 10 12 14
14
3
1
2
Column B
Interpretation: From the above graph it is clearly interpreted that 14 out of 20 respondents are
agreed with the strategies regarding online marketing is useful for M&S to attract customers
towards their services. Online marketing of products and services resultant in bringing promotion
to the new and existing products to global market and customers are aware about the usefulness
of the other products and its rating by viewing such products and services.
14

Theme 3: Strategies used by Marks and Spencer to expand their market in emerging global
world
Particulars Respondents (20)
Customer reviews 2
Market penetration 1
Digital transformational 2
All of above 15
Customer reviews
Market penetration
Digital transformational
All of above
0
2
4
6
8
10
12
14
16
2
1
2
15
Column B
Interpretation: From the above graph it is to be interpreted that the strategies which is used by
M&S regarding expanding their business into market is relating to targeting the customer to
attract them towards their products (Roberts, 2018). To fulfil the customers needs and demand of
such products at large scale resultant in bringing more of customers towards their products.
Theme 4: Employees are satisfies with the expansion strategies in company
Particulars Respondents (20)
Yes 16
15

No 4
16
4
Yes
No
Interpretation: From the above queries raised and the answer which is interpreted represent the
positive aspect regarding the strategies regarding market expansion are satisfies by employees
working in the companies. As due to such expansion they can also earn profits and also increase
in sales results in bringing more productivity to the company and they can balance their
livelihood in better manner.
Theme 5: Challenges faced by company in context of market expansion while entering into
global market
Particulars Respondents (20)
Strict government norms 12
Barriers in import and export 4
Culture differences 3
16

Communication gap 1
Strict government norms
Barriers in import and export
Culture differences
Communication gap
0
2
4
6
8
10
12
12
4
3
1
Column B
Interpretation: From the above study it is to be interpreted that the major respondent are agreed
with the situation regarding the strict government norms imposed on companies regarding
expansion of their activities in emerging global market (Wirtz and et.al., 2016). As every country
had their strict norms to bring companies in their country and establish their business to earn
more profits. Thus, they impose restriction in case of charging high taxes which results in
affecting their expansion strategies in global market.
Conclusion and Recommendation
Conclusions
From the above study it is to be concluded that Business development plan is mainly
initiated by company to enhance the business growth for longer term. Thus, they use various
techniques and strategies to enhance their business into global market and earn more profits. The
latest trends which is adapted by business is relating to digital promotion is effective in
sustaining the business for longer way. The strategies related to online marketing of products are
major aspect which helps M&S to grow their business into large scale and also attract the
customers towards their products and services. By adapting various strategies it also brings
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challenges to the company to face while entering into emerging market. Thus, various research
methods and literature review is to be conducted to analyse the aspects regarding the matter
related to market expansion.
Recommendations
From the stated research it is to be recommended that Marks and Spencer uses the
appropriate strategies for business development in global market is related to:
 Targeting the customer towards their products and services, and they are serving their
customers through online marketing of their products. Thus, resultant in attracting more
customers towards their brand, and they also expand their business into international
market. It also helps in building strong connectivity through taking feedback from the
customer once availing the services.
 Produce such products according to the demand of the customers. This helps them to
enhance more growth to their internal working, and they get funds to enhance their
marketing expansion in large scale. In this aspect by providing flexibility at work place
resulting in enhancing growth in business.
TASK 4 REFECTION AND FEEDBACK
Reflection
From the above research I examined that I had to improve my communication skill so
that I can communicate with more people and analyses their reviewed regarding the research
objectives and mission of expansion. I also find that play a good role in effective decision
making. As this is the major part in research work and also the judgement regarding the research
is to be taken at fast priority, this in such cases I feel myself to be good in that decision. But in
some cases I find myself not managing the time effectively and that the result in many cases
there is delay in gathering the data from such available sources. I collect the data before the due
date so that I can take feedback from my tutors and make changes in the existing research work.
I find that by carrying electronic equipment resulting in securing the data for longer time period
and also availed it when it is needed to make improvement.
Strength
 communication skill
Weakness
 not managing the time effectively
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 Coordinate with more people  Not interpreting data in better way
Opportunists
Taking reviews from tutors regarding verifying
the work.
Threats
Lot of authors are already conducting this
research. So its tough to collect unique
information.
Recommendation:
From the above study it is to be recommended that:
 At the time of data collection, I find that I lacked in communication with large number of
employees, thus to improve such skills, I find that various seminars are organised to
enhanced their communication skill when there are large number of employees working.
 As I find that I am not so good in time management thus to improve such skill in
personally take the task and accomplished it within the stipulated time and efforts.
 I attend conferences and training and coaching in respect of gathering more knowledges
regarding the ways to accomplish the task.
 I also participated in career counselling in which I gain knowledges regarding enhancing
the skills to communicate with more people.
Personal development plan
Skills which is
to be
developed
Activity
undertaken
Resources
used
Timescale Milestone
Communicatio
n
It is requiring
interpreting
with every
manager for
taking their
reviews.
Internet,
videos,
personal
development
classes
8- 10 days Attending Seminar to learn
more techniques to enhance
the communication skills.
Decision
making
It is necessary
at the time of
collecting data
Internet,
mobile,
attending
15- 20 days Assign own duties to take
effective decision so if losses
are occurring. In that cases it is
19

from various
sources.
classes on
PDP
personally liable to pay such
losses.
Time
management
It requires
carrying
various
activity and
complete it
within the
stipulated
time.
Mobile,
internet
access,
assistance of
senior
20 days Making an accurate To-Do list
to manage day to day
activities.
20

REFERENCES
Books and journals
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priorities. International Journal of Operations & Production Management. 37(2). pp.256-
278.
Bettis, R. A. and et.al., 2016. Creating repeatable cumulative knowledge in strategic
management: A call for a broad and deep conversation among authors, referees, and
editors. Strategic Management Journal. 37(2). pp.257-261.
Collins, H., 2018. Creative research: the theory and practice of research for the creative
industries. Bloomsbury Publishing.
Cooper, R., 2017. Supply chain development for the lean enterprise: interorganizational cost
management. Routledge.
Dubey, R. and et.al., 2017. World class sustainable supply chain management: critical review
and further research directions. The International Journal of Logistics Management. 28(2).
pp.332-362.
Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
Hung, D. and Quartered, C., 2017. Rethinking Cultural Quarter Development Policy in the
UK. Creative Regions in Europe. p.32.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Mukhopadhyay, M., 2016. Mainstreaming gender or “streaming” gender away: feminists
marooned in the development business. In The Palgrave Handbook of Gender and
Development. (pp. 77-91). Palgrave Macmillan, London.
Paris, S. G., Wasik, B. A. and Turner, J. C., 2016. The development of strategic readers.
Roberts, J., 2018. Multinational business service firms: development of multinational
organization structures in the UK business service sector. Routledge.
Warner, M. and Sullivan, R. eds., 2017. Putting partnerships to work: Strategic alliances for
development between government, the private sector and civil society. Routledge.
Wirtz, B. W. and et.al., 2016. Business models: Origin, development and future research
perspectives. Long range planning. 49(1). pp.36-54.
Wolf, C. and Floyd, S. W., 2017. Strategic planning research: Toward a theory-driven
agenda. Journal of Management. 43(6). pp.1754-1788.
Woodfield, S., 2015. Institutional research in the UK and Ireland. Institutional research and
planning in higher education: Global contexts and themes, pp.86-100.
Woodfield, S., 2018. International HE in the UK: leveraging the policy-institution-expert nexus
in uncertain times. Journal of Higher Education Policy and Management. 40(6). pp.629-
647.
Online
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