Different Strategies Employed by Business to Enter Emerging Markets: A Study on ASDA

RESEARCH PROJECT

Table of Contents
Introduction......................................................................................................................................3
Aim of the study.....................................................................................................................3
Objectives of the research......................................................................................................3
Research questions.................................................................................................................3
Rationale of the research........................................................................................................4
Literature Review.............................................................................................................................4
Advantage of using different strategies employed by business to globalise their business...5
Research methodology.....................................................................................................................6
Gantt chart..............................................................................................................................8
Data analysis and interpretations...................................................................................................10
Data Interpretation................................................................................................................13
Research outcomes.........................................................................................................................22
Reflection and recommendations for alternative research methodology.......................................22
Recommendations................................................................................................................22
Reflection.............................................................................................................................23
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

Title: “To determine the different strategies employed by business in order to enter
emerging markets. A study on ASDA.”
Introduction
The emerging market can be described as a nation having features of developed market
that are involved in global market directly along with its rapid growth. It is responsible for
enhancing equity in markets and domestic development of modern, financial & regulatory
institutions (Luo and Zhang, 2016). However, business organisations used to focus on
globalisation to enter in emerging market for improving brand. In context of this study, it is
based on ASDA which is known as a British supermarket retailer with its headquarter in Leeds,
West Yorkshire. It was founded by Peter & Fred Asquith and Sir Noel Stockdale in the year
around 1949, almost 70 years ago. This study will focus on the interpretation about concept of
globalisation. It will also include to identify the effectiveness of strategy utilised by business for
entering into emerging markets. The advantage of using different strategies employed by
business to globalising their business is given here.
Aim of the study
“To determine the different strategies employed by business in order to enter in emerging
market. A study on ASDA.”
Objectives of the research
 To interpret the concept of globalisation.
 To determine the effectiveness of strategy used by business to enter into emerging
markets.
 To determine the advantage of using different strategies employed by business to
globalising their business.
Research questions
 What is the concept of globalisation?
 What are the effectiveness of strategy used by business to enter into emerging markets?
 What are the advantage of using various strategies employed by business to globalise
their business?

Rationale of the research
The study has a significance to analyse the concept of globalisation in context of business
organisations which can be applied in future for better outcomes (Hitt, 2016). This investigations
is important to understand about different strategies which are suitable for business institutions to
enter emerging markets at global level.
Literature Review
Concept of globalisation
According to the perception of Kliestik and et. al., 2018, Globalisation is termed as a
process in which interdependence of cultures, economies, technology, good and services, labour
take place for business profit. In simple terms is defined as a procedure in which interaction as
well as integration take place among individuals, governments and organisations worldwide.
Globalisation allow business organisation to take advantage of large number of opportunities and
further make significant increase in their organisational profitability. In addition to this,
companies can also take advantage of location flexibility and can further increase market share in
best effective manner. With the help of all these form of commercial activities business
organisation can ensure more competitive advancements while ensuring higher profitability.
Further it has been identified that with the help of globalisation business organisation can expand
their services to the place they like and can further undertake use of opportunities in order to
make significant increase in overall profitability and productivity in best effective manner. With
the help of globalisation process ASDA can allow their business functions with spread of
technology, culture, products and information. In addition to this, organisation can also increase
their revenue generation in best effective manner. Further it has been identified that globalisation
allow organisation to effectively encourage individuals from different locations and further
undertake use of profitability as to gain advantage of large base of opportunities. This will enable
entity to ensure their competitive advancements and further increase their profitability and
productivity in best effective manner. In addition to this, it has been identified that globalisation
significantly proves to be effective process for organisation that allow them to significantly take
advantage of large number of growth opportunities in best effective and significant manner.
Different strategies used by business to enter into emerging markets
As per according to the view point of Kasemsap, 2018, In order to ensure competitive
positioning in marketplace it is essential for organisation to take advantage of different types of

strategies as well as plan in order to undertake certain set of actions into practice as to increase
market value of organisation. As to take advantage of different types of factors that are
prevailing in marketplace and further evaluate opportunities it is essential for organisation to take
advantage of different types of competitive strategies. With the help of this, company can
effectively able to perform their activities and functions in best effective manner and can further
increase their profitability and productivity in best effective manner. It has been identified that,
organisation is required to effectively evaluate market situations and undertake strategies
accordingly in order to fulfil organisational goals and objectives in best effective manner. This
has been evaluated that it is essential for organisation to undertake use of strategies in order to
select well suitable plan as to increase organisational value in marketplace. In addition to this,
with the help of different of strategies company can effectively able to strengthen their
positioning in marketplace and can further increase their overall profit ratios. It has been
identified that, joint venture can prove to be effective for ASDA as with the help of this company
can make their entry into new marketplace. With the help of this company can get significant
chances to improve their organisational functioning. It has been determined that main advantage
that has been hold by joint venture is that with the help of this, company can have easy access to
new marketplace and can increase their organisational competitiveness in best effective manner.
Along with this, with the help of all these strategies organisation can have significant advantage
of attractive strategies with the help of which they can encourage company towards more
profitability and productivity.
Advantage of using different strategies employed by business to globalise their business
According to the view point of Song and Wang, 2018, it has been identified that with the
help of different types of strategies organisation can significantly able to increase their
profitability and can further take advantage of commercial functions. In addition to this, by
applying different strategies into organisational functions significant advantages can be
undertaken by organisation. This will further aid company to gain more competitive
advancements and can ensure more strategic advantages. This has been identified that by
applying number of strategies into consideration company can significantly able to increase their
market share and can duly serve customers from different locations. With the implementation of
strategies into organisational workplace ASDA can effectively able to stimulate their
profitability and productivity in best effective manner and can ensure more competitive