Strategies for Expanding Business in Emerging Markets: A Study on Marks and Spencer

Research Project

Table of Contents
INTRODUCTION ..........................................................................................................................3
Introduction to Study..............................................................................................................3
Background to Study..............................................................................................................3
Rationale of Study..................................................................................................................4
Scope of Research..................................................................................................................4
Research Aim.........................................................................................................................4
Research Objectives...............................................................................................................4
Research Questions................................................................................................................4
Time Frameworks...................................................................................................................5
LITERATURE REVIEW................................................................................................................6
To identify the new emerging trends present in international market for globalising the
business...................................................................................................................................6
To evaluate challenges M&S can face by entering the business into emerging market........8
To ascertain strategies that M&S needs to develop for moving the business into new market. .9
RESEARCH METHODOLOGY...................................................................................................10
DATA ANALYSIS AND INTERPRETATIONS ........................................................................13
RESEARCH OUTCOMES............................................................................................................14
REFLECTION AND RECOMMENDATION..............................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Introduction to Study
It is very important for organisation to analyse strategies in proper manner while entering
into any new market (Ang, Benischke and Doh, 2015). This strategies provide guideline in
managing business activities and operations in appropriate manner. In order to expand business
in different places strategies can be related with partnership, strategic alliance, licensing,
franchising and others and on other hand challenges can be related with political risk, different
culture, accounting and so on. Moreover, business has to identify such strategies and challenges
in effective manner. The chosen organisation for given research work is Marks and Spencer
which was founded by Michael Marks and Thomas Spencer in 1884 at United Kingdom. It is
multinational retail organisation that deals in selling of home, food and clothing products. This is
providing goods as well as services worldwide to their consumers in proper way so that need and
demand fulfilled. The respective research work is to achieve aim and objectives. It highlights
about literature review, research methodology and recommendation.
Background to Study
In order to emerge business into new market, it is very important to identify strategies
which can be employed by multinational organisation (Chen and Yu, 2012). These strategies are
the guidelines for business to conduct their activities as well as operations in best possible
manner to achieve set goal and objectives. For expanding enterprise, strategies can be licensing,
franchising, partnership, strategic alliance and so on. When business is expanding into
international market, then organisation has to face various challenges that creates problems in
achievement of goal and objectives. In context of Marks and Spencer, it can faces political risk,
various culture, organisational structure and so on. It is essential to analyse each and every
factors in appropriate manner for positive outcomes. Before expanding business, it is crucial for
enterprise to analyse strategies, challenges, market scenario so that results can be attained
without any difficulties. Research is performed for Marks and Spencer which wants to expand
business in other market to enhance their profit margin and market share. It is operating in 1463
location along with employing more than 80,787 number of employees to perform and achieve
set outcomes in proper way. It has several brands under which are sold at marketplace such as
Per Una, Rosie, Blue Harbour and so on.

Rationale of Study
The rationale of study is to help Marks and Spence to know about various strategies that
should be employed by business in order to enter into emerging market (Cuervo‐Cazurra, 2012).
It provide help to respective business and provide options to select best strategy in order to
sustain at marketplace and achieve success in proper manner. Other rationale of such study is to
know about challenges that may arise while enter into fresh marketplace. These strategies as well
as challenges has to be identified in proper way for conducting business activities and operations
at working place. Therefore, these are the rationale for conducting research work that helps
business to accomplish desired goal and objectives.
Scope of Research
The scope of research is to apply various types of strategies by multinational organisation
in order to expand business or emerging into market place (De Beule, Elia and Piscitello, 2014).
Moreover, adopting of strategies such as exporting has wider scope as easily products can be
supplied to consumer in appropriate manner for positive outcomes. With the adoption of
strategy, respective organisation can enhance their customer base, increase profit margins and
loyalty among consumers. It also assist in testing product at global market before making huge
investment in overseas market in effective manner. Therefore, if organisation can make identify
scope in advance then it can earn high profit margins, increase market share and so on.
Research Aim
“To identify different strategies employed by a multinational organisation while entering
into emerging market. A study on Marks and Spencer.”
Research Objectives
 To identify the new emerging trends present in international market for globalising the
business.
 To evaluate challenges M&S can face by entering the business into emerging market.
 To ascertain strategies that M&S needs to develop for moving the business into new
market.
Research Questions
 What are the new emerging trends present in international market for globalising the
business?

 What are the challenges M&S can face by entering the business into emerging market?
 What are the strategies that M&S needs to develop for moving the business into new
market?
Time Frameworks
It is defined as time period for completing research work on assigned topic in an effective
and efficient manner. The respective organisation has used following time framework such as:
Work Breakdown Structure- This is defined as oriented hierarchical decomposition of
activity that has to be executed through project team in order to complete objectives of project
work and create required deliverables (Gammeltoft, Filatotchev and Hobdari, 2012). WBS
follows proper sequence about planning, executing, controlling, monitoring and reporting. These
works are contained under WBS for identified, estimated, scheduled and budgeted.
Gantt Chart- This is defined as graphical depiction of schedule of project. It is type of
bar charts which shows beginning and finishing dates of various elements of assigned project
work which includes milestones, dependencies, tasks, resources and others (Hennart, 2012). This
is mainly used in project management that leads to plan activities and identify schedule of tasks
for completing it within given time period.

LITERATURE REVIEW
To identify the new emerging trends present in international market for globalising the business
As per views of Shubham Jain, 2019, different types of emerging trends are present in
international market for globalising business. These trends helps to expand enterprise in different
market for achievement of positive outcomes in an effective and efficient manner. It is very
essential for respective organisation to analyse each and every trends so that positive results can
be attained for enhancement of profits and market share. They are described below:
Geopolitical Realignment- The geopolitical instability is increasing day by day due to
development in respective industry that impact other business too. According to data of 2016,
Europe will be turning inward for grapple through internal political challenges, migrant crisis
and violent extremism (trends in globalisation, 2019). Due to this, West and Russia relation will