Strategies for Business Entry into Emerging Markets: A Case Study on Marks & Spencer

This research proposal and project focuses on analyzing the strategies employed by business organizations, using Marks & Spencer as a case study, to enter emerging markets. It explores the role of globalization, major challenges and benefits of overseas expansion, and ways for Marks & Spencer to successfully venture into emerging markets. The research aims to provide insights into effective market entry approaches and their implications for sustained success in emerging markets.

Research
Proposal and
Project

Table of Contents
TOPIC : ...........................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the Research...................................................................................................1
Rationale of investigation.......................................................................................................1
Research Aim.........................................................................................................................1
Research Objectives...............................................................................................................1
Research Questions................................................................................................................1
LITERATURE REVIEW................................................................................................................1
RESEARCH METHODOLOGY.....................................................................................................1
TIMELINE OF RESEARCH ACTIVITIES....................................................................................3
REFERENCES................................................................................................................................6

Part 1 – Research Proposal
TOPIC : To analyse the strategies employed by business to enter into emerging markets: A
case study on Marks & Spencer.
INTRODUCTION
Globalisation can be defined an approach which could help business organisations to
operate their businesses across the borders. It is been found that not only the organisations that
are performing at middle level within the national economy but also this small organisations
looking forward to expand their business at international level. It is vital for companies to focus
on selecting an effective market entry approach in order to sell products and services at
international level. With the help of this, it can easily be said that a company will sustain within
an emerging market longer period of time. In the same way Marks and Spencer which is one of
a leading brand including sector is also looking forward to the same so that customer base, profit
margins, goodwill, reputation, and brand image could easily be improved. But, it is being found
that organisations basically faces a range of issues while entering a whole new market.
Launching a new product considering the customer needs of the emerging markets with low
prices, giving heavy discounts and many more are some common strategies employed why
companies when it comes to enter the emerging markets.
Background of the Research
Performing business at international level, analysis of the market conditions and true
focusing on that developing strategies sustaining are some of the essential element which is
needed to be understood in order to sustain in the market for a long run. This basically helps in
understanding the term globalisation because launching a business considering different sorts of
market strategy is not an easy task to do. Failure into any of these may lead an organisation to
face losses or risks that are involved within the market where the business organisation is going
to expand comes in front. On the other hand, it has also been analysed that globalisation has
helped in economic development of countries with the help of foreign direct investment
approach.
A famous retailer name as Marks and Spencer has developed a range of strategies in
order to enter an emerging market which has helped them in in becoming a well known brand in
all over the world. But there were many cases came in front where company has faced a range of
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problems while entering those markets and these issues were like cultural differences,
technological advancements and changing Trends requirements of the customers. This impacted
negatively upon overall performance level Not only at National but at international level which
affected their customer base as well. Also, due to issues like energy and environmental security,
conflicts and poverty and global imbalances company is not been able to do so. This has
impacted negatively on their productive level and on plans as well related to expansion
(Dunning, 2015).
Rationale of investigation
Vital reason behind choosing this topic is that globalisation has been one of a significant
topic which needs to be studied in a right full manner because it is a wide concept to understand
and there are only a few Scholars or researchers that has kept their focus on this. Along with this,
investigator has also so developed interest towards this topic in recent times because many
business organisations are looking forward to expand their businesses into new who are
emerging markets considering a range of strategies through which they can directly grab
attention of customers in a short span. This is been considered as one of the major reason behind
conducting Investigation on this topic.
Research Aim
To analyse the strategies employed by business to enter into emerging markets: A case
study on Marks & Spencer.
Research Objectives
 To describe the role played by globalisation in enhancing international trade.
 To identify major challenges and benefits related to overseas expansion for a business. To determine ways through which Marks & Spencer can venture into emerging markets
and their implications.
Research Questions
 What can be considered as the role played by globalisation in enhancing international
trade ?
 Elaborate the major challenges and benefits related to overseas expansion for a
business ?
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 What are the ways through which Marks & Spencer can venture into emerging markets
and their implications ?
LITERATURE REVIEW
This section within every single research plays a crucial role because it helps researcher in
gaining knowledge related to the topic in depth where investigator take help of different articles,
books and other sources where Scholars has already done investigation of the same topic which
has been chosen by the researcher. In the same way, in order to conduct the investigation on
focusing on the strategies used by Business organisations to enter in emerging markets. Some of
information on the objectives is given below :
Role played by globalisation in enhancing international trade
According to Dunning, (2015) in past two or three decades it has grown with the remarkable
figures. The basic reason behind this is that business organisations that were performing at small
level has built their thinking and started thinking to expand the business at international level.
Today around one fourth of all out worldwide generation is sent out. Understanding this
transformative procedure is significant in light of the fact that exchange has created gains,
however it has additionally had significant distributional outcomes. From a recorded viewpoint,
there have been two influxes of globalization. exchanges incorporate the two merchandise and
administrations. The generation chains for these merchandise and ventures are winding up
progressively mind boggling and worldwide. As per ongoing evaluations, about 30% of the
estimation of worldwide fares originates from remote data sources. Most exchange hypotheses
the financial matters writing center around wellsprings of near preferred standpoint. These
propose that all countries can pick up from exchange if each spends significant time in creating
what they are generally progressively proficient at delivering, in view of their qualities.
Elaborate the major challenges and benefits related to overseas expansion for a business
As given by Kerzner and Kerzner, (2017), there were many cases came in front where
organisations have gone reached to a whole new level where they have become leader in their
own industry in which they are performing operations. Om the other side, there are many
business organisations which failed and faced issues related to their expansion strategy which let
them to cancel there licences to perform at international level. Here it is been found that one of
the major challenge is cultural differences which majorly impacts upon overall working of a
business organisation like Marks and Spencer. Another challenge which can be faced by a
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company is related to market trends and customer base of Rivals.since competitors stays at every
single level, all new company which is looking forward to expand its business would required to
develop a range of strategies in order to fulfil all the requirements of a whole new customer ways
within an emerging country. This would require lots of investment for measuring modifications
among existing products and services which hardly an organisation can offered at the time of
Business expansion.
On the other side, if it is talked about benefits then globalising business would directly help
company in enhancing its performance level, profit margins, goodwill and customer base. this
will help in enhancing the brand image as well which may help a company in sustaining in an
emerging market for a longer period of time then the company can expect. Therefore, a
company like Marks and Spencer needs to develop a strong and effective strategy while
expanding business within an emerging market considering all the analysis which is needed in
order to reduce all the risks that are involved while expansion.
Ways through which Marks & Spencer can venture into emerging markets and their implications
As mentioned by Andriof and et. al., (2017), there are many ways through which a company like
Marks and Spencer can easily venture into new and emerging market or a range of markets.
These are given beneath:
Direct Exporting : this type of way of venturing a whole new market can be defined as selling of
goods and services directly into the market company have chosen using in the first instance an
organisation like Marks and Spencer considering own resources. Many companies, once they
have established a sales program turn to agents and/or distributors to represent them further in
that market.
Franchising : this is being considered as another way of venturing into emerging markets which
can be used by Marks and Spencer. This is one of a crucial approach which is mainly used by
most of the organisations that are performing at international level in order to expand themselves
at a whole new market. This may lead them to expand business in a short span because of the
experience that franchisor has about the market where company has expanded.
Joint Ventures : this type of approach can be defined example where a particular organisation
like Marks and Spencer develops partnership with another form that has existence in the whole
New Market where company is looking forward to extend itself this involves agreements and
many other things which directly clears the partnership agreement. Considering this approach,
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third independent franchisor easily manage the business organisation without taking any sort of
help for providing any information to the the company which is going to expand itself like Marks
and Spencer.
RESEARCH METHODOLOGY
This section basically helps the investigator in selecting right tool, approaches, Research
Design and more in order to conduct the research in rightful manner.
Type of Research Methods
Basically there are range of research types or the methods which could be used by investigator
and these are given below:
Qualitative method- if it is talked about particular lead on this topic then the theoretical
perspectives different range of understandings and perceptions of people is being considered as
the data which will be analysed further in order to allow favourable reasons and outcomes on a
particular ratio which has been raised by the researcher.
Quantitative method- basically numerical, statistical, or any other mathematical formulas
are utilised under this kind of research methodology in order to allow favourable outcomes.
This, approach shows the exact results based on the facts and figures related to the issue which
has been raised by investigator (Rushton, Croucher and Baker, 2014).
For conducting the investigation on present topic which has been chosen by researcher comma
qualitative research methodology has been utilised.
Research Approaches
Specifically, there are two different kinds of research approaches which could be used by
investigator and these are inductive and deductive.
Inductive approach- It is related with the qualitative research and its main focus on
explore the new phenomenon.
Deductive approach- It is based on an existing theory and designing an investigation
strategy for test hypothesis. This approach is based on quantitative research method and
emphasis on causality.
Among both approaches, an investigator have used inductive research approach because
its provides the information related to specific area i.e. globalisation in detailed manner.
Research techniques
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Based on the requirements of the research, investigator uses or chooses one research
technique from different range of techniques. Questionnaire, survey, interview and many more
are some of the techniques which can be adopted by investigator for conducting the
investigation. In present context, questionnaire has been utilised for collecting the data.
Data collection
Majorly there are two different methods of data collection which is being utilised by
researcher at the time of conducting an investigation (Grayson and Hodges, 2017). These are
given below :
Primary data collection- Under this, data or information is collected for first time by
using different sources for an instance surveys, questionnaire, interviews etc.
Secondary data collection- It is another method of collecting data related to particular
research area. The various sources which researcher use in collecting data are books, journals,
articles, magazines and many different sources (McNair, 2017).
In present investigation, research have used both secondary and primary data collection
method so that right information could easily be carried out related to set topic.
Analytical techniques
It refers to method to analyse some issue or fact. Generally, it is task and time limited. In
order to analyse data or information, researcher have used Thematic analytical technique (Jensen,
2017).
TIMELINE OF RESEARCH ACTIVITIES
Gantt Chart: this type of chart helps investigator in setting times for every single
activity which is linked to investigation (Kerzner, 2017). Specifically, researcher of present
investigation has also adopted this type of graph in order to to show all the activities that is going
to be done while making the report on research purpose that is to analyse the strategies
employed by business to enter into emerging markets.
TIMELINE : Timeline for present investigation is given below :
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REFERENCES
Books and Journals
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Dunning, J. H., 2015. Reappraising the eclectic paradigm in an age of alliance capitalism. In The
Eclectic Paradigm (pp. 111-142). Palgrave Macmillan, London.
Bendell, J., 2017. Terms for endearment: Business, NGOs and sustainable development.
Routledge.
Charles Jr, O. H., Schmidheiny, S. and Watts, P., 2017. Walking the talk: The business case for
sustainable development. Routledge.
Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
Bolman, L. G. and Deal, T. E., 2017. Reframing organizations: Artistry, choice, and leadership.
John Wiley & Sons.
Rushton, A., Croucher, P. and Baker, P., 2014. The handbook of logistics and distribution
management: Understanding the supply chain. Kogan Page Publishers.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
McNair, B., 2017. An introduction to political communication. Routledge.
Jensen, M. C., 2017. Value maximisation, stakeholder theory and the corporate objective
function. In Unfolding stakeholder thinking (pp. 65-84). Routledge.
Kerzner, H. and Kerzner, H. R., 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Andriof, J. and et. al., 2017. Unfolding stakeholder engagement. In Unfolding stakeholder
thinking (pp. 19-42). Routledge.
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Part 2 – The Research & Report
Executive summary
Main aim of this research is to analyse strategies employed by business to enter into
emerging markets. There were different strategies for entering into international market such as
direct exporting, licensing, franchising, joint venture, partnering etc. All these are essential for a
multinational organisation to enter into emerging market. For this project Marks & Spencer is
chosen British multinational organisation which mainly specialise in selling of grocery, clothing
and many other financial services. For identifying effective and essential strategies for entering
into new market, company were conducted research and analysed accurate information about the
topic. For collecting accurate data about the topic, literature review were played vital role by
providing in-depth information about the study. There were different methods used by researcher
to gather accurate information related to study such as primary and secondary research,
qualitative and quantitative research, research design, research instrument, research approach,
sampling etc. All these are more essential and important method which will also support a
researcher to accumulate proper data about the study.
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Methodology
Research methodology introduces as a significant process used by researcher to
accumulate accurate data about the study. For collecting proper information related to the topic,
different methods were used by researcher. For this, research onion framework is consider best
model because with the help of this, a researcher can easily identify different useful methods.
Some essential and useful methods are determine as under:
Research philosophy: It is a main part of research methodology which is divided into
two parts such as positivism and interpretivisim. Both are consider best type of philosophy
because with the help of this, an investigator can easily evaluate data effectively. According to
the topic, interpretivisim philosophy were used because it will help a researcher to accumulate
accurate results about the topic. On the other hand, there is positivism philosophy which will not
suitable for investigator in collecting proper information about the study.
Research Approach: This section of methodology is divided into two parts which is
inductive and deductive. According to the study, inductive research is more suitable and
appropriate because it will support an investigator by giving quality and proper information
about the field of study. On the other side, deductive approach were not suitable for this project
because it require data in quantity form.
Research Choice: There are basically two types of research such as qualitative and
quantitative. Both types of research are essential but according to the topic, qualitative research
is more suitable for researcher because it will support an investigator to accumulate quality and
accurate data about the study. On the other side, under quantitative research, information were
collected in form of numbers, numericals and facts. Thus, for this project, qualitative research is
more suitable and appropriate for gathering information related to the study.
Time Horizon: This introduces one of the main essential and important part of research
methodology. For this, Gantt chart is consider best tool used by researcher to identify starting
and ending time duration for completion of each activities. Therefore is essential and useful
graphical tool for an investigator to complete each activities or task of research in systematic
manner.
Research design: The entire activity of research is mainly depend on research design
which is classified into three parts including descriptive, experimental and exploratory. All these
kind of research design were essential but according to the study, descriptive design is more
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suitable. As it will assist an investigator to drive valid conclusion and gain better results in
future.
Sources of data: There are mainly two types of data sources such as primary and
secondary. In case of primary source, questionnaire were used by investigator because it provide
reliable and valid data about the study. On the other hand, under secondary source, books,
journals, articles, review of literature etc. were used by investigator to gather in-depth data about
the importance of strategies employed by business to enter into emerging markets. Therefore,
both source of data were used for this report to collect proper information about the topic.
Data collection techniques: For collecting accurate and reliable information about the
study, there are different types of data collection techniques such as survey, questionnaire,
interview, observation, focus group etc. All these are consider best type of techniques for
researcher to collect information about the study. For this project, questionnaire will be applied
because it help a researcher to accumulate reliable and actual data about the topic.
Research sampling: This section of research methodology is classified into two section
such as probability and non-probability. Both are consider best type of sampling method but
according to the study, non-probability method will be applied for selecting sample size from
total population. Therefore, conveniences sampling is a type of non-probability which were used
for selecting sample size. Main reason behind selecting this method as it not require more time,
cost as well as time of organisation or researcher. Thus, with the use of conveniences sampling
40 respondents will be taken into consideration.
Data presentation techniques: There are different modes of data presentation such as
tables, pie charts, bar charts, line charts etc. All these are most effective way for presenting
information about the topic in accurate, clear and appropriate manner. All these type of data
presentation were used in this project because it it will support an investigator to present entire
data or information related to the study. Thus, it will help a researcher to gain better outputs for
this research and conduct further study in more effective manner.
Data analysis techniques: There are mainly three kind of data analysis tools such as
inductive analysis , deductive analysis and regression analysis. These type of data analysis
techniques used by researcher to analyse information about the topic. Thus, all these are
essential, but according to the topic inductive technique will more useful because in this data is
analyse in for of quality.
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Research Ethics: It is a primary research which is used extensively worldwide to ensure
that the outcomes of the study are relevant and robust. In research there are mainly three
principles which are confidentiality, informed consent and anonymity. In anonymity, participants
are not linked to any other primary research and do not include detailed information about them.
For Informed consent, researcher provide information regarding the research objectives to each
candidate which will guide or help them in completing their research work effectively and
systematically.
Research Limitations: Researcher faces distinguished limitations while formulating
researcher objectives and aims, creation of sample size, scope of discussion, lack of previous
studies in the research area and implementing data collection methods and many other. Here, all
these are the major limitations which will create impact on researcher while performing each
activities or task of research. Here, research limitations create great impact while setting goals
and objectives for the research topic. Main limitation for this project is time because for
completing each activities of research, accurate time
Research reliability and validity: Reliability and validity of research is majorly
depended on the research instruments that is questionnaire. It is a very necessary instruments
which will guide or help a researcher to collect or gather accurate or reliable and sufficient
information about the research topic. It helps the researcher to allocate information which is
accurate and relevant so that reader can be benefited with the study report.
Results/Findings
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Questionnaire
Name:
Age:
Gender:
Email:
Q1) Are you aware about the concept of globalisation?
Yes
No
Q2) According to you the business expansion in emerging market is effective for organisational
growth?
Yes
No
Neutral
Q3) What is the role played by globalisation in enhancing international operations of Marks and
Spencer?
Attracting Investors
Integration of economy
Availability of resources
Q4) What are the factors that influences a business to enter into emerging market?
New Area for Expansions
Less Competition
Better Opportunity
Q5) What benefits are attained by Marks and Spencer in expansion of business in emerging
market?
Wide market reach
Maximisation of profitability
Diversification
Establishing a Brand and Eliminating Competition
Q6) What are the challenges that Marks and Spencer can experience through out its expansion
in emerging market?

Lack of Infrastructure
Environment issue
Ethical issue
Economical issue
Q7) What are the aspects that support Marks and Spencer in achieving sustainability within
emerging market?
Manage Affordability
Invest in distribution
Build Strong Brand
Foster emerging market entrepreneurs
Q8) What are the ways through that Marks & Spencer can venture into emerging markets?
Joint Venture
Franchising
Partnership
Acquiring
Q9) As per you viewpoint does Marks and Spencer must adopt another enter mode rather than
franchising?
Agree
Disagree
Q10) Who will be the most benefited stakeholder after expansion of M&S in emerging market?
Investors
Suppliers
Customers
Shareholders
Q11) Recommend ways to Marks and Spencer to attain higher competitive edge within market
place.
Questionnaire
Q1) Are you aware about the concept of globalisation? Frequency
Yes 36
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No 4
Q2) According to you the business expansion in emerging market is effective for
organisational growth?
Frequency
Yes 32
No 4
Neutral 4
Q3) What is the role played by globalisation in enhancing international operations
of Marks and Spencer?
Frequency
Attracting Investors 15
Integration of economy 10
Availability of resources 15
Q4) What are the factors that influences a business to enter into emerging market? Frequency
New Area for Expansions 12
Less Competition 18
Better Opportunity 10
Q5) What benefits are attained by Marks and Spencer in expansion of business in
emerging market?
Frequency
Wide market reach 10
Maximisation of profitability 8
Diversification 10
Establishing a Brand and Eliminating Competition 12
Q6) What are the challenges that Marks and Spencer can experience through out
its expansion in emerging market?
Frequency
Lack of Infrastructure 12
Environment issue 8
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Ethical issue 10
Economical issue 10
Q7) What are the aspects that support Marks and Spencer in achieving
sustainability within emerging market?
Frequency
Manage Affordability 10
Invest in distribution 12
Build Strong Brand 8
Foster emerging market entrepreneurs 10
Q8) What are the ways through that Marks & Spencer can venture into emerging
markets?
Frequency
Joint Venture 8
Franchising 20
Partnership 6
Acquiring 6
Q9) As per you viewpoint does Marks and Spencer must adopt another enter
mode rather than franchising?
Frequency
Agree 32
Disagree 8
Q10) Who will be the most benefited stakeholder after expansion of M&S in
emerging market?
Frequency
Investors 10
Suppliers 7
Customers 15
Shareholders 8
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Q11) Recommend ways to Marks and Spencer to attain higher competitive edge
within market place.
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Theme 1: People are aware about the concept of globalisation.
Q1) Are you aware about the concept of globalisation? Frequency
Yes 36
No 4
Interpretation:
As per the description of the above given graph it has been interpreted that 36 out of 40
respondents are aware about the concept of globalisation thus they are go through by the aspects
of globalisation and its role in business success. Remaining people are not aware about the same
as they are not having any kind of interest in the similar area.
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Theme 2: The business expansion in emerging market is effective for organisational growth.
Q2) According to you the business expansion in emerging market is effective for
organisational growth?
Frequency
Yes 32
No 4
Neutral 4
Interpretation:
From the detailed analysis of the diagram it has been evaluated that 32 out of 40 people
are in favour with this statement that business expansion in emerging market is effective for
organisational growth. 4 people are not in favour with the same and remaining are neutral about
the same as they are not providing any kind of opinion on the similar area of study.
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Theme 3: Different roles are played by globalisation in enhancing international operations of
Marks and Spencer.
Q3) What is the role played by globalisation in enhancing international operations
of Marks and Spencer?
Frequency
Attracting Investors 15
Integration of economy 10
Availability of resources 15
Interpretation:
According to the survey report it has been analysed that different roles are performed by
globalisation in enhancing international operations of Marks and Spencer. 15 out of 40
respondents are go with attracting investors, 10 people are in favour of integration of economy
and remaining people are go with availability of resources.
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Theme 4: The factors that influences a business to enter into emerging market.
Q4) What are the factors that influences a business to enter into emerging market? Frequency
New Area for Expansions 12
Less Competition 18
Better Opportunity 10
Interpretation:
As per the description of the above given graph it has been identified that there are
number of factors that influence t as per the description of the above given graph it has been
identified that there are number of factors that influence A business to enter into an emerging
market 12 out of 40 respondents are in favour of new area for expansion as per their opening new
market area is majorly pushes an organisation to expand within emerging Market 18 people are
in favour of less competition and remaining People are go with better opportunities for
businesses.
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Theme 5: Different benefits are attained by Marks and Spencer in expansion of business in
emerging market.
Q5) What benefits are attained by Marks and Spencer in expansion of business in
emerging market?
Frequency
Wide market reach 10
Maximisation of profitability 8
Diversification 10
Establishing a Brand and Eliminating Competition 12
Interpretation:
According to the analysis of the survey report it has been determined that There are
multiple benefits are attained by Marks & Spencer’s In expansion of business in emerging
market 10 out of 14 people are go with white market to reach eight respondents are in favor of
maximization of profitability 10 people are go with diversification of market and remaining
people are go with Establishment a brand and eliminating competition.
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Theme 6: Different challenges that Marks and Spencer can experience through out its expansion
in emerging market.
Q6) What are the challenges that Marks and Spencer can experience through out
its expansion in emerging market?
Frequency
Lack of Infrastructure 12
Environment issue 8
Ethical issue 10
Economical issue 10
Interpretation:
According to the brief analysis of the project has been interpreted that 12 out of 40
respondents said that lack of infrastructure is considered as a major challenge that marks and
Spencer experiences throughout its expansion in emerging eight people go with environmental
issue 10 people are in favors of ethical issue and remaining go with economical conflict.
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Theme 7: There are different aspects that support Marks and Spencer in achieving sustainability
within emerging market.
Q7) What are the aspects that support Marks and Spencer in achieving
sustainability within emerging market?
Frequency
Manage Affordability 10
Invest in distribution 12
Build Strong Brand 8
Foster emerging market entrepreneurs 10
Interpretation:
As per the description of the Given chart it has been evaluated that there are different
aspects that support Marks & Spencer in achieving sustainability within the emerging 10 out of
14 people that said that manage affordability Is the major cause that support Marks & Spencer
well people are in favor of invest in distribution eight people or go with build strong brand image
and remaining people ago with foster emerging market Entrepreneur.
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Theme 8: Different ways through that Marks & Spencer can venture into emerging markets.
Q8) What are the ways through that Marks & Spencer can venture into emerging
markets?
Frequency
Joint Venture 8
Franchising 20
Partnership 6
Acquiring 6
Interpretation:
The overall description of the project the presents that there are multiple ways which can
be applied by organizations to venture into emerging markets Marks & Spencer is a large
business concern which expands its operations by different ways 10 out The overall description
of the project the presents that there are multiple ways which can be applied by organizations to
venture into emerging markets Marks & Spencer is a large business concern which expands its
operations by different ways 8 out of 40 respondents go with joint venture as per their opinion
company expense through joint-venture 20 people are in favor of six people go with partnership
and remaining are in favor of acquiring.
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Theme 9: Marks and Spencer must adopt another enter mode rather than franchising.
Q9) As per you viewpoint does Marks and Spencer must adopt another enter
mode rather than franchising?
Frequency
Agree 32
Disagree 8
Interpretation:
From the detailed analysis of the graph it has been recognised that 32 out of 40
respondents Are agree with the statement that Marks & Spencer must adopt another mode of
entry rather than franchising and remaining people or not agree with the same as per their
opinion there is no need for Marks & Spencer to use another man method of are agree with the
statement that Marks & Spencer must adopt and another mode of entry rather than franchising
and remaining people or not agree with the same as per their opinion there is no need for Marks
& Spencer to use another method of entry.
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Theme 10: The most benefited stakeholder after expansion of M&S in emerging market.
Q10) Who will be the most benefited stakeholder after expansion of M&S in
emerging market?
Frequency
Investors 10
Suppliers 7
Customers 15
Shareholders 8
Interpretation:
In the given details of the project explains that there are multiple stakeholders of an
organisation to get benefit from the expansion of business within an emerging market 10 out of
40 people are in favor of investors As per their opinion investors are Achieving benefit from
emerging market expansion seven people and go with suppliers 15 in favor of customers and
remaining shareholders.
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Discussion
Theme 1: The role played by globalisation in enhancing international trade.
As per the analysis of the above given project it has been discussed that globalisation
plays a vital role in developing the international trade, thus globalisation is effective in
developing opportunities for business and provides them wide area of to expand their operations
at vast level. Globalization is raising the incorporation of national markets and the
interdependence of countries at global level for a wide range of goods, services, and
commodities. Numerous factors have played an essential role in the current expansion of trade,
the growing integration of economies, and the increasing contribution of trade to growth. These
comprise the liberalization of tariffs and other barriers to trade; foreign direct investment by
trade and investment negotiations and agreements; autonomous unilateral structural reforms;
technological innovations in transport and communications; international solidarity through
supportive measures i.e. trade preference; and the strategic use of policies, experimentation and
innovation.
Theme 2: The major challenges and benefits related to overseas expansion for a business.
From the analysis of the project it has been discussed that organizations are attaining
numerous benefits through expansion of business at international level thus global market reach
maximization and profitability higher market expansion etc. In this modern business
Environment competition within organizations are so high and the major concern of each
business organisation is to operate at global level for the purpose of providing high competition
to its rivals. Overseas expansion of business also cause veracious challenges for businesses thus
due to global expansion it is required for an organisation to analyze the political norms and
legislations in respect to smooth functioning of organisational operations. Organizations faces
various challenges like tariff issue, high rate of tax, extra wattage cost, change in culture political
and ethical norms etc.
Theme 3: The ways through which Marks & Spencer can venture into emerging markets and
their implications.
According to the detailed analysis of the report it has been evaluated that In this modern
scenario the primary concern of each business organisation is to expand at global level and
attaining higher growth from capturing a wide area Marks & Spencer is operates at a wider scale
and company has Wide range of customers reach So the company has decided to expand their
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business in emerging markets thus emerging markets are effective in developing opportunities
for businesses and providing a wide area of new market in which sustainability is easy and
reliable. There is Number of ways like franchising partnership merger acquisition etc for
expanding ventures into emerging market among all of them companies using franchising
because it is the most suitable way to expand business with global market.
Conclusion
From the above mentioned information, it has been concluded impact of globalisation in
enhancing international trade. In order to enter into emerging market, there are different various
strategies like direct exporting, franchising, joint venture, licensing, partnering etc. All these are
essential but for this project joint venture were used by company to enter into international
marketplace. There were different advantages of joint venture such as, it access to new markets,
increased capacity, sharing risks and cost with a partner etc. All these are major benefits of joint
venture which will support an organisation to enter into new market and accomplish better
outcomes within given time period. According to the above data, founded in questionnaire as
more than half of the population are aware about the concept and importance of globalisation for
a multinational organisation. Along with this, different challenges were also faced by an
organisation while entering into emerging market such as language barrier, culture barrier,
government rules and regulation, communication issue etc. All these issues were highly and
negatively impact on business success and growth of an enterprise. In order to overcome such
issue different recommendation and suggestion are provided to a company such as proper study
of government's rules and regulation, adoption of communication channels etc.
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Recommendations
From the above given data, it has been recommended as globalisation is more effective
process used by company to enlarge their business operations and functions successfully. In
order to overcome impact of globalisation, some recommendation are given to M&S such as:
 Company should use different communication channels which will help them in
attracting large number of customers towards products and services. It will also support
an enterprise by increasing its market share and growth.
 M&S should previously understand government rules and regulations which will support
an organisation to retain strong and long lasting position in international marketplace.
 Company should provide training to their employees who have lack of knowledge about
technology. Thus, with the help of this, M&S can easily develop their strong preference
in international level.
 Company should also follow another type of entry modes such as partnering, licensing
and so on. All these will also help an organisation to enter into new market and attain
better results within given time duration.
 Company should hire talented and knowledgeable workforce which will also support an
enterprise to attract large number of customers and achieve sustainable growth in global
level.
Reflection
For collecting accurate information about the topic, there are different methods were used
by me such as primary and secondary research, research design, research philosophy, qualitative
and quantitative research etc. All these are most essential and important for accumulating
accurate data and information related the topic. For collecting primary data, I was used
questionnaire because it will give accurate and reliable data about the study. For gathering
secondary information, literature review were used by investigator to in-depth information and
data about the study. Research design were also used by researcher which will also help an
investigator to drive valid conclusion about the study. Thus, globalisation is most effective topic
which will support me by enhancing my literature review skill, data analysis and interpretation
skill. Along with this, it will also support me in mu future growth and development. In during
collection of data, I was faced some issue regarding ethical principles such as informed consent,
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anonymity and confidentiality. All these are main part which will support me to complete each
activity of research in more effective and systematic manner.
References
Appendices
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