Strategies of Market Expansion for Business Development in Emerging Global Market

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
th 11t
4

Wee
k
Wee
k
Wee
k Wee
k
Wee
k Wee
k
Wee
k Wee
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