Strategies for Entering Emerging Markets in Retail Sector: A Study on Marks and Spencer

This research project aims to identify the different strategies associated with entering into emerging markets in the retail sector, focusing on Marks and Spencer. The objectives include identifying entering strategies, determining advantages, articulating challenges, and providing recommendations for effective implementation. The study will contribute to understanding the impact of globalization on business operations.

Research Project

TITLE
 “To identify the different strategies associated with
entering into emerging markets in retail sector. A study
on Marks and Spencer.”

INTRODUCTION
Background of the study
 Globalisation is a process that enables a company to expand its business beyond its
geographical boundaries. It leads to integration of the business with economic, cultural
differences at world wide level. It leads to open the geographical borders for the
companies for the trading purpose.
 The present report is regarding positive and negative impact of globalisation over several
business operations. For making in depth research, Marks and spencer company has been
chosen for this purpose. It is UK based company which was founded in the year 1884. It
performs its business for providing clothing, home and food products to its customers. In
order to perform several activities for the research purpose, various research
methodologies, tools and techniques will be used. Further, in order to gather actual data
and information, a set of questions will be asked to the managers of Marks and Spencer.

Research Project aims, objectives and main
research question
AIM:
 “To identify the different strategies associated with entering into emerging
markets in retail sector. A study on Marks and Spencer.”
 OBJECTIVES:
 To identify the entering strategies available for Marks and Spencer to enter into
emerging market.
 To determine the advantages of different strategies to enter in the emerging market used
by Marks and Spencer.
 To articulate challenges faced by organisation to enter in developing countries.
 To provide recommendations for effective implementing of entry strategies for
successful establishment of business.

Contd…
 Research Question:
 What are the entering strategies available for Marks and Spencer to enter into emerging
market?
 What are the advantages of different strategies to enter in the emerging market used by
Marks and Spencer?
 What are the challenges faced by organisation to enter in developing countries?
 What are the recommendations for effective implementing of entry strategies for
successful establishment of business?

Why my Chosen Topic is Important
 The major purpose behind the chosen of this topic for the research purpose is to fulfil
the academic requirement of the scholar.
 Along with this, in order to improve the understanding of readers and scholar
regarding various influences of the globalization over a company's performance, the
present research has been conducted on the globalisation.

Key literature /Literature review
 Theme 1: Entering strategies available for Marks and Spencer
 As per the view of Wan and et.al., (2019) market entry strategy is the planned
delivery method of goods and service for new market
 Such that direct exporting is the most common strategy in goods are sell directly into
the market. Another one is franchising that is used for rapid expansion and used by
M&S in which the franchisor of the product obtain the distribution using different
dealers

Conti…
Theme 2: Advantages of different strategies to enter in the emerging market
used by M&S.
 According to Cussen and Cooney (2019) the biggest advantages of
direct exporting is one of the easy way which allow M&S to have a greater
control over the sales and also helps to directly interact with the clients which
helps to generate profit.
 Further, using franchising as a market entry mode will help quoted firm to
reduce the chances of risk and even the franchisor also gives the support
related to training and provide advice as well

Contd…
 Theme 3: Challenges faced by organisation to enter in developing
countries.
 To increase the profit and raise company's overall brand image, there
is a need to explore the unit at global level. In the same way, M&S also wants
to enter into another market but it may faces some challenges as well.
 As per the view of Chipp and et.al., (2019) unfamiliar cultural is the biggest
challenge which Marks and Spencer may face. Such that customer are mainly
influence to purchase the products through effective marketing messages and
in the same time, the cultural differences creates obstacle sin the success path.
On the other side, communication style and language barrier is another
challenge that affect the business to enter into develop country.

Conti…
 Theme 4: Recommendations for effective implementing of entry strategies
 As per the view of Park, Allui and AlSelaimi (2019) Marks and Spencer
should use Joint venture as an entering strategies and it is so because it is one of the
most common way that combine resources and expertise of two unknown company.
 This type of partnership mainly helps to offer the great advantages such as it is consider
one of the most flexible strategy as compared to other and also raise capacity as well as
sharing of risk and cost is done in equal manner.

Methodology/Research Methods for the
Study
 For this current research, researcher chooses qualitative research type because it helps
in depth understanding the problem as well as issue and it is also a non-statistical
research method used by researcher.
 Research philosophy: it is the concern or the way in which the data can be
collected and analysed so that the researcher can easily handled the questions. Further,
it also helps to deal with origin and nature of the knowledge

Contd…
Research Approach: It is the plan and a procedure which comprise of different
steps as well as assumption in detail manner. Research approach helps to address
the problem the better way and it is three types such as deductive, Inductive and
Abductive
Research design: It is the framework of method as well as techniques that is
chosen by the researcher to complete the research in logical manner. It is of two
types such as exploratory and conclusive.

Conti…
 Data collection: It is the method of collecting and gathering or
analysing the data and it is of two types such as Primary and
secondary data collection methods, researcher chooses methods.
 Data analysis: It summarizes the collected data and interpret all
information by using analytical and logical reasoning that helps
to determine the pattern as well as relationship.

Conti…
Sampling:
 It is the process in which sample are selected from the large
population because it is not possible to select many. Its I of two
types such as probability and non-probability, researcher chooses
simple random sampling method under probability sampling in
which it chooses 25 executive manager of Marks and Spencer to
meet the aim that is To identify the different strategies associated
with entering into emerging markets in retail sector.

Methodology/Research Methods for the
Study
 Theme : 1 Yes, the globalisation of a company leads in improving the profitability of
the business?
0
2
4
6
8
10
Response
Agree
Strongly agree
Disagree
Strongly
disagree
Particulars Response
Agree 7
Strongly agree 9
Disagree 3
Strongly disagree 1
0
2
4
6
8
10
Response
Agree
Strongly agree
Disagree
Strongly
disagree

Conti…
 Theme 2 Major advantage that a company gets due to globalisation

0
1
2
3
4
5
6
Response
Competitive
advantage
Technological
advancement
Talent
acquisition
All of the above
Particulars Response
Competitive advantage 5
Technological advancement 6
Talent acquisition 5
All of the above 4
0
1
2
3
4
5
6
Response
Competitive
advantage
Technological
advancement
Talent
acquisition
All of the above

Conti….
 Theme 3 challenge faced by Marks and Spencer due to globalization of business

0
1
2
3
4
5
6
7
Response
Ineffective
management
Increase in need
of financial
resources
Complexity in
human resource
management
All of the above
Particulars Response
Ineffective management 6
Increase in need of financial
resources
7
Complexity in human resource
management
4
All of the above 3 0
1
2
3
4
5
6
7
Response
Ineffective
management
Increase in need
of financial
resources
Complexity in
human resource
management
All of the above

Conti…
 Theme 4 Yes, globalisation influences the income generation capacity of the company

Particulars Response
Yes 15
No 5
0
5
10
15
Response
Yes
No
0
5
10
15
Response
Yes
No

 Theme 5 globalisation results in improving the quality of work life of the company
Particulars Response
Yes 12
No 4
May be 4
0
2
4
6
8
10
12
Response
Yes
No
May be
0
2
4
6
8
10
12
Response
Yes
No
May be

Recommendations and Future Research
Conclusion
 From the study of above research project, it can be analysed that the
globalisation of a business results in providing a range of opportunities and benefits to
the company.
 With the help of effective strategies and plans regarding globalisation, a company can
improve its profit generation capacity.
 Along with this, with the help of globalisation, Marks & Spencer can improve its
quality of working and effectiveness of attracting maximum customers towards it as
well.

Conti…
 Recommendation
 From the above research
 of Marks & Spencer regarding impact globalization of business , it can be stated that
managers of a company needs to formulate effective strategies and plans regarding
globalisation process of the company.
 Further, they can also be recommended that they should make a brief study over
various factors influencing globalisation process of the company along with numerous
challenges that a company can face due to globalisation.
 It would result in formulation of more effective strategies for the business with the help
of which the company would be able to increase its profit generation capacity and
market positioning as well.

Questionnaire Questionnaire
Q. 1) Do you agree the globalisation of a company leads in improving the profitability of the
business?
A) Agree
B) Strongly agree
C) Disagree
D) Strongly disagree
Q. 2) What are the major advantage that a company gets due to globalisation?
A) Competitive advantage
B) Technological advancement
C) Talent acquisition
D) All of the above
Q. 3) What is the major challenge faced by Marks and Spencer due to globalisation of business?
A) Ineffective management
B) Increase in need of financial resources
C) Complexity in human resource management
D) All of the above
Q. 4) Do you think globalisation influences the income generation capacity of the company?
A) Yes
B) No
Q. 5) Do you think globalisation results in improving the quality of work life of the company?
A) Yes
B) No
C) May be
Q. 6) What will you recommend to the company regarding effective implementation of policies
regarding globalisation of business?

References
 Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market Exporting
Firms. Journal of International Marketing.27(1). pp.20-37.
 Wan, L. and et.al., 2019. Entry modes in reshoring strategies: An empirical analysis. Journal of
Purchasing and Supply Management.25(3). p.100522.
 Bbaale, E., Okumu, I. M. and Kavuma, S. N., 2019. Imported inputs and exporting in the Africa’s
manufacturing sector. World Journal of Entrepreneurship, Management and Sustainable
Development.15(1). pp.19-30.
 Cussen, N. and Cooney, T., 2019. Exploring alternative approaches to entrepreneurial exporting:
internationalization through an effectual lens. Small Enterprise Research, pp.1-15.
 Boateng, A., Weijing, H. and Ring, P., 2019. Motives, Choice of Entry Mode, and Challenges of Bank
Internationalisation: Evidence from China.
 Park, Y. E., Allui, A. and AlSelaimi, R., 2019. Determinants of entry modes choice for MNEs: Exploring
major challenges and implications for Saudi Arabia. In Creative Business and Social Innovations for a
Sustainable Future (pp. 107-115). Springer, Cham.

Conti..
 Chipp, K. and et.al., 2019. Overcoming African institutional voids: Market entry with
networks. European Business Review, (just-accepted), pp.00-00.
 Quinlan, C. and et.al., 2019. Business research methods. South Western Cengage.
 Galli, B. J., 2019. A shared leadership approach to transformational leadership theory:
Analysis of research methods and philosophies. In Scholarly Ethics and Publishing:
Breakthroughs in Research and Practice (pp. 751-790). IGI Global.
 Coghlan, D., 2019. Doing action research in your own organization. SAGE
Publications Limited.
 Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.