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

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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