Emerging Markets Selection Strategy and First Steps

This assignment is based on the topic of emerging markets and their potential as destinations for business expansion. It starts with a questionnaire that assesses students' understanding of globalization, interest in working at an international level, and preferences for emerging countries as destinations for Morrison business expansion. The questionnaire also explores benefits, challenges, and components to consider while operating in emerging markets.

Research Project

Table of Contents
TITLE: “The different strategies employed by businesses to enter emerging markets.” A case
study on Morison’s..........................................................................................................................1
CHAPTER 1 : INTRODUCTION...................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of research....................................................................................................1
1.3 Rationale of research........................................................................................................1
1.4 Research aim and objectives............................................................................................2
1.5 Research questions...........................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Concept of globalisation...................................................................................................3
2.2 Various strategies that could be employed by Morrison to enter in emerging markets...3
2.3 Barriers faced by Morrison while entering or operating in new market..........................4
2.4 Relationship between globalisation and business success................................................5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
3.1 Introduction......................................................................................................................7
3.2 Research philosophy.........................................................................................................7
3.3 Research approach............................................................................................................7
3.4 Research method..............................................................................................................7
3.5 Data collection methods...................................................................................................8
3.6 Sampling...........................................................................................................................8
3.7 Time scale.........................................................................................................................9
CHAPTER 4 : FINDINGS............................................................................................................10
4.1 Data collection................................................................................................................10
4.2 Data analysis...................................................................................................................11
CHAPTER 5: DISCUSSION.........................................................................................................24
5.1 Findings to Stakeholders................................................................................................24

REFLECTION & RECOMMENDATION FOR ALTERNATIVE RESEARCH
METHODOLOGY........................................................................................................................26
Reflection.............................................................................................................................26
Alternative Research Methodology......................................................................................26
CONCLUSION....................................................................................................................26
REFERENCES..............................................................................................................................28

TITLE: “The different strategies employed by businesses to enter emerging
markets.” A case study on Morison’s.
CHAPTER 1 : INTRODUCTION
1.1 Overview of research
Globalisation is the process of interaction and integration among people, organisations,
industries, political parties, etc. from one country to different country. In order to work in
different countries, there is requirement of different aspects which are significant and relevant in
context of changes taking place in external market (Hirst, Thompson and Bromley, 2015). In
order to successful conduct business operations at international level, it is essential to analyse
market trends, consumer demand, etc. and then taking actions accordingly. There is positive
impact of change in plans and policies which is relevant and significant to understand plans and
policies in significant and relevant manner. This research is based on Morison’s which is fourth
largest super market chain in UK. It have headquarter in Bradford, West Yorkshire, England
UK.
1.2 Background of research
In this study, there is discussion about different startegies through which there us
discussion about policies through which organisation can enter in emerging market. These days,
organisations expand their business by entering in emerging market. Morison’s is the
organisation which has around 498 stores in UK till 2016 and they are expanding in different
countries as well (Docquier and Rapoport, 2012) There are different countries having developing
economy, so there is scope of growth for Morison’s. It is responsibility of managers to
understand what is trend and then plan actions.
1.3 Rationale of research
Rational behind conducting this research is this topic is vast and assist companies to
expand in market. It is easy to expand knowledge about emerging market because people have
knowledge about. In case researcher wants to expand business in emerging market, then
strategies which givers positive impact can be learned (Papastergiadis, 2018). Apart from this
investigator has interest to know strategies framed at global level to operate business
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successfully, reader is able to learn barriers which arise while operating in developing countries
and corrective measures to deal with it.
1.4 Research aim and objectives
Research aim-
To identify the different strategies employed by businesses to enter emerging markets. A
study on Morison’s.
Research objectives
1. To study the concept of globalisation
2. To identify various strategies that could be employed by Morison’s to enter in emerging
markets.
3. To examine various barriers faced by Morrison while entering or operating in new
market.
4. To study the relationship between globalisation and business success.
1.5 Research questions
1. What is the concept of globalisation?
2. What are the various strategies that could be employed by Morison’s to enter in emerging
markets?
3. What are the various barriers faced by enterprises while entering or operating in new
market?
4. What is the relationship between globalisation and business success?
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CHAPTER 2: LITERATURE REVIEW
2.1 Concept of globalisation
Globalisation is the terminology which describes social, economic and government
interaction and interrelation among people from different geographical region (Docquier and
Rapoport, 2012). With globalisation of operations, there are some aspects which has to be
considered such as change in political parties, legal aspects, etc. For entering in developing
country, it is important to understand economic policies so they can plan financial status, sources
of funds, etc. accordingly. According to Crystal Ayres (2019) there are some advantages as well
as disadvantages of globalisation which has to be kept in mind. Some advantages includes-
Pooling of resources- With working at international level, there is availability of more
resources through which working efficiency of organisation gets improved. At international
level, there are many competitors so it is important to maintain quality of services with optimal
use of resources.
Improves communication techniques- There is requirement of proper communication
through which operations will be done in effective and manner. There will use of online sources,
internet connection to share and gather information, etc. This is the base through which
information, ideas can be shared among management of Morrison.
Apart from above discussed advantages, there are some disadvantages as well such as
Reduction in social safety, New system of politics which affects successful implementation of
globalisation policies (Cetorelli and Goldberg, 2012). Managers of Morrison have to understand
measures through which they can plan it.
2.2 Various strategies that could be employed by Morrison to enter in emerging markets
For establishing business in emerging market, managers of Morrison have to understand
changes which are taking place in external market. According to Sarah Boumphrey (2019), there
is difference in working style of organisations as per change in geographical region, so in this
case it is essential to understand it and then implement properly. There are some strategies which
assist in entering in new market such as-
Selecting best mode for entering in market- There is requirement of some specific mode
through which entry in new market is easy and feasible (Evans, 2012). There are different ways
for entering in market such as licensing, partnership, joint venture, etc. These are the ways
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through which knowledge about market can be collected. Managers of Morrison have to select
best way to enter in new and emerging market.
Create desirability- It is important to create desirability for product and services. This is
possible with the help planning for marketing in better and effective manner (Martinez‐
Fernandez and et. al., 2012). Marketing is the technique through communication about product
and services is provided to consumers. When marketing activities are attractive, then consumers
are aware about products and services and there are ready avail services.
2.3 Barriers faced by Morrison while entering or operating in new market
According to the perception of Louie Ali (2014), it has been identified that when a company
seeks to expand its business in international market, then it has faced a number of barriers. It
includes culture or language barriers, non-tariff barriers to trade, supply chain risks, operational
risks related to recruitment and more. In context with Morison’s, as it is considered as the fourth
largest chain within a supermarket. In order to gain high competitive advantage, this firm wants
to expand its business into emerging market area of Brazil, Korea, China and more. Here,
globalisation provides various opportunities to this company in reaching targeted audience, get
raw materials on cheap price, supply commodities and more (Costinot and Rodríguez-Clare,
2014). But apart from various benefits, some factors that may create barriers in front of Morrions
are described as below:-
Local competition: It refers to be the most common barrier that every company face
while expanding its business in international market. In this regard, Morison’s also face the same
problem, where host companies of Brazil, China and other market are gained advantage to gain
loyalty of customers. As domestic companies know much better about taste and preference of
their targeted customers (Gubler, 2012). Therefore, Morison’s have to build effective strategies
to sale its products into new area, by conducting a proper market research to identify the demand
of local customers. This would help in expanding business more effectively.
Language and cultural barriers: Nations are generally distinct on the basis of culture,
language and way of living standard of people. Therefore, international companies who launch
business across the nations have faced a large number of issues related to linguistic and culture
issues. For this purpose, to face the realities Morison’s need to adapt new environment and
restructure business policies as well as strong go-to-strategy as per local culture. This would help
in reducing the impact of linguistic issues and cultural barriers more effectively.
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Supply chain risk: Imports, exports, trading, shipping as well as logistics are all
considered as main activities that large organisations have departments dedicated to. In this
regard, developing an effective supply chain and managing the same which crosses territorial
boundaries would be a real challenge for international companies. Therefore, Morison’s need to
develop a better strategy, an appropriate business plan and a proper budget to maintain its supply
chain process while running business at global level.
Bribery and corruption- This is the major issue which is faced by Morrison while
operating at international level. Business expansion in international market is possible with the
help of different parties such as government, legal regularities, etc. Due to excessive corruption
sometimes there is issue in conducting operations. Due to corruption, there is requirement of
funds to give bribe which is ethically and financially inappropriate as per ode of conduct of
Morrisons.
Supply chain risk- There is risk of proper supply chain management in order to
successfully implementation of business operations. There is requirement of some raw material
so it is essential to have regular supply. So in this case sometimes, managers of Morrisons face
issue in getting regular supplies. Cost such as holding cost, maintaining cost, ordering cost, etc.
of supplies has to be maintained so supply chain does not get halted.
Finding Reliable Partners- There is requirement of partner for entering in new country
as mode of entry such as partnership, joint venture, strategic alliance, etc. there are possibilities
that Morrisons are not working able to find best partner with whom they can perform operations
in better and effective manner. If proper partner is not available then there is issue in knowing
culture, demand of consumers which affects sustainability in new market.
2.4 Relationship between globalisation and business success
Through perception of Cavusgil and Knight (2015), it has been evaluated that the new global
economy of today’s 21st century has completely transformed the social, economic and political
landscape in an indelible and profound manner. Therefore, global economy is also known as
composition of interactive forces’ trilogy. It includes globalization, ICT (Information
Technology and Communications) revolution and trade liberalization. Here, concept of
globalization helps in melting the territorial borders, creating free trade which aid to enhance
economic integration and more. While, ICT revolution helps in making connection between
countries and their targeted audience. Similarly, organisations define specific rules of
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engagement on the economic landscape in order to come over grips having contemporary
challenges as well as new opportunities (Black, Morrison and Gregersen, 2013). This would help
in articulating a pragmatic vision, build a competent and unique business strategy etc. by creating
the synergies. This would allow organisations in integrating the business process with
international needs for enhancing competitive advantage.
According to Weinstein (2013), it has been analysed that the concept of globalisation and
success of business are highly interrelated. As globalisation defined as a process by which
companies who seek to trade its products at global level, get advantage to achieve the same goal
more easily. It helps in access resources need to run business like raw materials, human capital,
finance and more on cheaper costs (Gubler, 2012). Along with this, it also aid organisations to
develop strong go-to-strategy that fits with international business environment, to run operations
effectively. In context with Morison’s, it’s management needs to do proper market analysis of
other countries like China, Korea and more, for identifying demand of local areas, needs of
customers, their purchasing power and more. This would help in offering groceries and other
products of branded companies on competitive price rates to attract new customers. Along with
this, by adopting new environment, restructure business as per international laws, will give
opportunity to Morison’s in driving success and growth of business through globalisation.
Furthermore, for developing business strategy, respective company need to ensure flexibility, a
quick response time as well as a proactive approach for attainment of economic opportunities.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research is the in- depth study of topic through systematic collection and gathering of
information. There are different techniques which makes it easy to understand for reader and
others to analyze which is the best tool for getting positive and absolute outcome. Research
methodology is the frame work which contains complete information about techniques used
while conducting investigation. This research is based on strategies which are framed by
business to enter in emerging market. Some techniques are discussed as under-
3.2 Research philosophy
this is the aspect which contains information about proper set of plan and procedure of
conducting research. There are three types of research philosophy i.e. pragmatist, interpretivist
and positivist. In this study there is implementation of pragmatist because this covers all the
important aspect which affects last outcome and conclusion. So with the help of it all the
essential aspects are covered in effective and relevant manner.
3.3 Research approach
There is specific method through which outcome of research through positive or negative
outcome. There are two types of research approach i.e. inductive and deductive approach.
Inductive approach is best because this research it suits better with all the selected methods.
Apart from this gives actual outcome after considering different factors. Inductive research is
best way because this is the best way to covers aspects affecting investigation information.
3.4 Research method
There are different methods to conduct research. With the help these methods, it is easy
to understand and make specific outcome from conducting investigation. This also assist in
conducting study in systematic and appropriate manner. There are two types of research method
i.e. qualitative and quantitative method. Qualitative method is way in which collected data is
shown in the form of graphs charts. This method is more structured as compared to quantitative
research. Under this technique, information can easily be understood by reader because this
provides justification also behind specific view and opinion.
While the other method is quantitative under which information is collected and represent
by quantifying data. Under this there is use of different mathematical and statistical techniques to
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make it technique upgraded. This method quantifies information under different tools such as
mean, range, correlation, standard deviation, etc. In this research, there is use of qualitative
research method which is easy to collect and represent.
3.5 Data collection methods
There is requirement of some data on the basis of which interpretation, recommendations
and conclusion will be done. This data is significant because interpretation and significant for
making recommendations. There are two methods of data collection i.e. primary and secondary
method.
Primary method is collected from respondents who have knowledge about strategies for
entering in emerging market. This method is best but there is requirement of specific time to
collect information because this is collected with one to one interaction. Hence absolute and
correct data is collected. Respondents has to be selected which have information about research
topic so they are able to give correct and relevant information. There are different methods
through which primary information is collected such as questionnaire, personal interview, focus
group, etc. In this study, questionnaire is used. This is the way in which some set of questions
will be evaluated related to research topic in order to take complete information about it. Under
this method, there is personal interaction among investigator and respondents, so actual mindset
can also understood.
Secondary method refers to technique in which information is collected from online
sources, books, journals, etc. Under this method, information is collected from sources which are
already evaluated by someone else. So sometimes there are possibilities that information is
irrelevant or old. In This study both primary and secondary information is used to conduct study
in systematic and relevant manner.
3.6 Sampling
It is not possible to collect information from whole crowd, so there is method to select
some respondents through which some respondents can be selected. This is known as sampling.
There are two methods of sampling- Random and non- random. Random method is best and used
in this study because there is less possibilities of biasness and there is equal possibilities of being
selected for each and every individual from crowd.
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3.7 Time scale
Research investigation is done with considering different activities such as introduction,
setting aims and objectives, literature review, research methodology, data collection, and
interpretation, etc. So in this case there is requirement of specific time for conducting thee
activities in appropriate manner Gantt chart is the technique which is used to divide different
time slot to these activities. Gantt chart is pictorial description about research activities with their
slotted time in horizontal and vertical representation. In this diagram, research activities are inter
linked with each other, so it is easy for researcher and teammates to understand which activity
has to be completed in how much time. This assist to know how much time is required to be
provided to each activity.
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CHAPTER 4 : FINDINGS
4.1 Data collection
Research is effective method with the help of using appropriate tools and techniques which
can be understood under research methodology. Qualitative research method is used in tis
research through which proper representation of data is possible which can be understood with
the help of graphs and charts. Primary and secondary information is used for collecting
information which is specific and relevant information. Questionnaire of 10 questions is used
which shows complete interpretation about strategies for entering in emerging market. On the
basis of primary and secondary information, conclusions and recommendations are formed.
Questionnaire
Name:
Designation:
Department:
Employee Id:
Q1. Do you understand the concept of globalization?
a) Yes
b) No
Q2. Do you want to work at international level?
a) Yes
b) No
Q3. Which are the following country is most favorable as emerging destination for expansion of
Morrison business?
a) China
b) Brazil
c) Colombia
d) Korea
Q4. What are the benefits do you think Morrison will achieve with entering in emerging market?
a) Cheap labour force
b) Competitive advantage
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c) Brand awareness
d) Diversification of business
Q5. Which of the following party crucial role in getting positive outcome to Morrison with
entering in emerging market?
a) Employees
b) Political parties
c) Legal personnel and expertise
d) All of the above
Q6. What are the issues which managers of Morrison face with entering in emerging market?
a) Language and cultural barriers
b) Local competition
c) Supply chain risks
Q7. What are the strategies through which could apply by managers of Morrison to enter in
emerging countries?
a) Proper financial planning
b) Hiring of local expertise and personnel
c) Proper communication technique
Q8. What is the impact on performance of Morrison with entering in emerging markets?
a) Positive
b) Negative
Q9. What are the components which have to be considered while operating in emerging market?
Change in consumer demand
a) Marketing strategies
b) Implementation of latest technology
Q10. Recommend some ways through which managers of Morrsion can enter in emerging
market in successful manner.
4.2 Data analysis
Data analysis refers to the process of collecting, gathering and systematic representation of
data. Thematic analysis is used to conduct data analysis. Under this themes are framed which
provides brief introduction about what is asked in question. This ease reader to understand
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concept of questions. Sample is collected as 50 respondents which are employees of Morrison,
who have knowledge about strategies organization is framed for entering in emerging market.
QUESTIONNAIRE
Q1. Do you understand the concept of globalization? Frequency
a) Yes 45
b) No 5
Q2. Do you want to work at international level? Frequency
a) Yes 35
b) No 15
Q3. Which are the following country is most favorable as emerging
destination for expansion of Morrison business?
Frequency
a) China 12
b) Brazil 10
c) Colombia 18
d) Korea 10
Q4. What are the benefits do you think Morrison will achieve with entering
in emerging market?
Frequency
a) Cheap labour force 15
b) Competitive advantage 18
c) Brand awareness 9
d) Diversification of business 8
Q5. Which of the following party crucial role in getting positive outcome to
Morrison with entering in emerging market?
Frequency
a) Employees 14
b) Political parties 16
c) Legal personnel and expertise 12
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d) All of the above 18
Q6. What are the issues which managers of Morrison face with entering in
emerging market?
Frequency
a) Language and cultural barriers 15
b) Local competition 18
c) Supply chain risks 17
Q7. What are the strategies through which could apply by managers of
Morrison to enter in emerging countries?
Frequency
a) Proper financial planning 24
b) Hiring of local expertise and personnel 12
c) Proper communication technique 14
Q8. What is the impact on performance of Morrison with entering in
emerging markets?
Frequency
a) Positive 38
b) Negative 12
Q9. What are the components which have to be considered while operating in
emerging market?
Frequency
a) Change in consumer demand 12
b) Marketing strategies 18
c) Implementation of latest technology 20
10.) Provide recommendation to improve sales performance of ALDI and
enhance its customer base.
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Theme 1: Concept of globalization
Q1. Do you understand the concept of globalization? Frequency
a) Yes 40
b) No 10
Interpretation: Since globalisation has become the most advantage concept where every person,
organisations and more, are familiar with this concept and its role in business expansion. From
the above mentioned figure it has been interpreted that 40 out of 50 respondents have much
information about globalisation and its impact on operations of organisations. While remaining
10 respondents don’t have adequate amount of information about same concept.
Theme 2: Want to work at international level
Q2. Do you want to work at international level? Frequency
a) Yes 35
b) No 15
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Interpretation: As per survey on 50 stakeholders of Morrison’s as shown in above figure, it has
been interpreted that 35 out of them are ready to work at international level. While other 15 do
not ready for the same because it covers a high risk of failure as compared with probability of
getting success in business expansion.
Theme 3: Emerging countries
Q3. Which are the following country is most favourable as
emerging destination for expansion of Morrison business?
Frequency
a) China 12
b) Brazil 10
c) Colombia 18
d) Korea 10
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Interpretation: For business expansion, it has been interpreted from above figure as per context
with 12 respondents out of 50 that China will become most favourable place for Morrison’s. As
here, this company can easily get labours at low price. While 10 respondents are advice for
Brazil and 18 for Colombia for business expansion to Morrison’s. Other than this, rest 10 users
give their concern for Korea which has easily availability of raw materials.
Theme 4: Benefits Morrison will achieve with entering in emerging market
Q4. What are the benefits do you think Morrison will
achieve with entering in emerging market?
Frequency
a) Cheap labour force 15
b) Competitive advantage 18
c) Brand awareness 9
d) Diversification of business 8
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Interpretation: As globalisation provided a number of benefits like cheap labour force, building
brand awareness, diversification of business and more. Therefore, Morrison’s can avail all such
benefits by expanding its business at global level. It has been interpreted from above diagram as
per feedback of 15 respondents out of 50 that cheap labour force will provide more benefits to
Morrison’s in attainment of business goals. While 18 users are in favour with competitive
advantages and 9 towards brand awareness for same. Other than this, remaining 8 respondents
support for diversification of business that helps in generating more profitability to Morrison’s.
Theme 5: Role of parties in emerging market
Q5. Which of the following party crucial role in getting
positive outcome to Morrison with entering in emerging
market?
Frequency
a) Employees 14
b) Political parties 16
c) Legal personnel and expertise 12
d) All of the above 18
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Interpretation: In order to reduce negative impact of globalisation and turn the same into
positive manner, there are various parties available within Morison’s. It includes employees as
they are considered as main assets, political parties as they help in making appropriate policies,
legal personnel and expert advisor etc. From this mentioned figure, it has been analysed that 14
respondents out of 50 are stated that employees play main crucial role in Morison’s in running its
business effectively. While 16 respondents are concerned towards political parties and other 12
for legal personal and expertise for operating business in legal manner. Apart from this,
remaining 18 respondents are stated that all such parties play distinct but crucial role in
Morison’s for operating its business.
Theme 6: Issues managers of Morrison face with entering in emerging market
Q6. What are the issues which managers of Morrison face
with entering in emerging market?
Frequency
a) Language and cultural barriers 15
b) Local competition 18
c) Supply chain risks 17
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Interpretation: As globalisation may also create a number of risks for organisations in operating
their businesses at global level. Therefore, 15 respondents out of 50 as shown in above graph has
thought that language and cultural barriers will become major barrier for Sainsbury in its
business expansion. While 18 respondents are concerned on local competition and 17 towards
supply chain process which affect entire business profitability at extreme level.
Theme 7: Strategies applied by managers of Morrison to enter in emerging countries
Q7. What are the strategies through which could apply by
managers of Morrison to enter in emerging countries?
Frequency
a) Proper financial planning 24
b) Hiring of local expertise and personnel 12
c) Proper communication technique 14
20

Interpretation: In order to remove barriers like language and cultural difference, local
competitors and more, it is essential for organisations who are going to expand business at global
level to develop better strategies. According to above figure, it has been interpreted from
feedback of 24 respondents out of 50 that Morrions need to make proper budget plan for
reducing financial barrier during business expansion. While 12 respondents advised for hiring
workers of new market as they are much familiar with marketing trends of new areas and
customers’ preferences. Therefore, they will help in operating business more efficiently. Other
than this, remaining 14 respondents are advice to apply proper communication technique for the
same.
Theme 8: Impact on performance of Morrison with entering in emerging markets
Q8. What is the impact on performance of Morrison with
entering in emerging markets?
Frequency
a) Positive 38
b) Negative 12
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Interpretation: As Morison’s is considered as one of the largest organisations in UK
Supermarket chains. Therefore, by expanding its business at global market will really prove
beneficial in building strong brand image. It also helps in earning the better competitive
advantage then others. According to the above mention figure, it has been interpreted from a
survey of 50 stakeholders of this company that 38 out of them are agreed on the same concept.
They are also in favour that business expansion will give positive impact on its existing brand
image. While remaining 12 respondents are not agreed on this statement they thought that due to
presence of intense competition, respective company may face difficulties in operating business
profitably across territorial boundary.
Theme 9: Components considered while operating in emerging market
Q9. What are the components which have to be considered
while operating in emerging market?
Frequency
a) Change in consumer demand 12
b) Marketing strategies 18
c) Implementation of latest technology 20
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Interpretation: To operate a business in international market, it is highly essential for
companies to consider on some main aspects. It includes changing in customer demand,
implementation of new technologies, developing marketing strategies as per trends of
marketplace and so on. In context with Sainsbury, it has been interpreted from 20 respondents
out of 50 as shown in above figure that this company needs to make changes in infrastructure
and technology for operating business at global level. While, other 18 respondents are in favour
with consideration of marketing strategies and remaining 12 towards changes in market patterns
and demand of customers.
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CHAPTER 5: DISCUSSION
5.1 Findings to Stakeholders
As per this research, it has been identified that globalisation has played an important role in
moving business of a company at global level and increase its trading activities. It provides a
number of benefits to organisations in running business successfully by increasing its access for
local customers. In context with Morison’s, it has been identified that through the concept of
globalisation it can easily open up branches in emerging market of other countries. This process
helps in maintaining its supply chain process more effectively while running business at cross
boundaries of nations (Cavusgil and Knight, 2015). This company can earn benefits related to
develop marketing strategies, bring high pool of talented workers, create innovations in products
and customer services etc. But apart from such benefits, it is also recommended to stakeholders
of this company to concern on those factors also which may create barriers while moving its
business at global level. It includes language and cultural barriers, supply chain process, local
competitors and more. Therefore, building strong strategies to overcome from the same may help
this company in launching new branches at international market more effectively. For this
purpose, it needs to concern on identifying trends of new market, demand and preferences of
targeted customers, presence of competitors in same field etc. Through this process, better
services can be provided to new customers as per their buying power to earn loyalty of them for
longer period.
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REFLECTION & RECOMMENDATION FOR ALTERNATIVE
RESEARCH METHODOLOGY
Reflection
This present research has made to analyse the concept of globalisation and how it affects
companies during their business expansion. Here, as a researcher I have conducted a number of
activities with the help of my team members to conduct this study. It includes framing aims and
objectives, collecting primary and secondary information, further analysing the same and more.
In order to complete each activity within set period of time, I have provided personal guidance to
each member and fulfil their every demand to complete assign roles. Here, I have also faced
issues related to team management where to resolve the same transactional leadership theory
helps me in how to earn contribution of group members for completing activities.
Recommendations
There are some recommendations through which Morrisons are able to get positive
impact with expansion at international level which are discussed as under-
There must be proper planning related to suppliers at new land. Availability of raw
material on time with minimum cost. If raw material is available with specified quality, then it is
easy to provide products to consumer on time.
Managers of Morrisons must provide something different from local vendors, so they are
able to provide stand in crowd. It is important to regular change in products and services with
analyse external market, so they are able to enter in emerging market.
Managers of Morrisons must hire local employees through which cultural and local
aspects of emerging destination. Local people have knowledge about change in trends, so it is
maintain image in emerging market.
In order to deliver proper roles and responsibilities, managers of Morrisons must have
communication technique which assist in achieving good image in new market. There must be
proper mode of entry in new market with partner, so Morrisons must plan for appropriate
partners.
Alternative Research Methodology
Here, in present research researchers have used questionnaire techniques to take feedback
of chosen respondents. But it consumes much time to get their response, then analyse their
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perception and further make conclusion on the same. Therefore, other methods which may help
in gathering primary information more effectively and less period of time is open end discussion.
Under this method, researchers can make conversation with chosen respondents on given topic of
globalisation and how it affects a firm during business expansion. Through this process, more
effective outcomes can be obtained.
CONCLUSION
It has been concluded from this entire research that globalisation refers to a wider concept
which provides a number of strategies to organisations for their business growth. In this regard,
companies which are going to expand business at international level, need to understand the
concept of globalisation. Through this process, they can evaluate benefits by which success and
growth can drive in business. Along with this, it also helps in identifying the factors which may
create barriers while moving operations of a company at global level. Through this process, they
can develop better strategies and policies to run business effectively and achieve targeted goals
in set period of time.
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REFERENCES
Books and Journals
Alejandra Gonzalez-Perez, M., 2013. Corporate social responsibility and international business:
A conceptual overview. In International business, sustainability and corporate social
responsibility (pp. 1-35). Emerald Group Publishing Limited.
Apăvăloaie, E. I., 2014. The impact of the internet on the business environment. Procedia
Economics and finance. 15. pp.951-958.
Appel, A., Franz, M. and Hassler, M., 2014. Intermediaries in agro-food networks in Turkey:
How middlemen respond to transforming food market structures. DIE ERDE–Journal of
the Geographical Society of Berlin. 145(3). pp.148-157.
Axelrod, R. S. and VanDeveer, S. D. eds., 2014. The global environment: institutions, law, and
policy. CQ Press.
Bailey, C. and et al., 2018. Strategic human resource management. Oxford University Press.
Baud, C. and Durand, C., 2012. Financialization, globalization and the making of profits by
leading retailers. Socio-Economic Review. 10(2). pp.241-266.
Beck, U., 2018. What is globalization?. John Wiley & Sons.
Belás, J. and et. al., 2014. Significant attributes of the business environment in small and
meduim-sized enterprises. Economics & Sociology. 7(3). p.22.
Beynon-Davies, P., 2013. Business information systems. Macmillan International Higher
Education.
Black, J.S., Morrison, A.J. and Gregersen, H.B., 2013. Global explorers: The next generation of
leaders. Routledge.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Bourguignon, F., 2017. The globalization of inequality. Princeton University Press.
Carneiro, J. and Brenes, E. R., 2014. Latin American firms competing in the global economy.
Journal of Business Research. 67(5). pp.831-836.
Cavusgil, S. T. and Knight, G., 2015. The born global firm: An entrepreneurial and capabilities
perspective on early and rapid internationalization. Journal of International Business
Studies. 46(1). pp.3-16.
Cavusgil, S.T. and Knight, G., 2015. The born global firm: An entrepreneurial and capabilities
perspective on early and rapid internationalization. Journal of International Business
Studies. 46(1). pp.3-16.
Cetorelli, N. and Goldberg, L.S., 2012. Banking globalization and monetary transmission. The
Journal of Finance. 67(5). pp.1811-1843.
Cohen, B. and Kietzmann, J., 2014. Ride on! Mobility business models for the sharing economy.
Organization & Environment. 27(3). pp.279-296.
Costinot, A. and Rodríguez-Clare, A., 2014. Trade theory with numbers: Quantifying the
consequences of globalization. In Handbook of international economics (Vol. 4, pp.
197-261). Elsevier.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Pressegies: Introduction to
the special issue. Journal of World Business. 50(2). pp.256-261.
Croucher, S., 2018. Globalization and belonging: The politics of identity in a changing world.
Rowman & Littlefield.
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Docquier, F. and Rapoport, H., 2012. Globalization, brain drain, and development. Journal of
Economic Literature. 50(3). pp.681-730.
Epifanova, T. and et. al., 2015. Modernization of institutional environment of entrepreneurship in
Russia for development of innovation initiative in small business structures. European
Research Studies. 18(3). p.137.
Eriksen, T.H., 2014. Globalization: The key concepts. A&C Black.
Evans, P., 2012. Counter‐hegemonic globalization. The Wiley
‐Blackwell Encyclopedia of
Globalization.
Ferraro, G. P. and Briody, E. K., 2017. The cultural dimension of global business. Taylor &
Francis.
Grimmer, M. and Bingham, T., 2013. Company environmental performance and consumer
purchase intentions. Journal of business research. 66(10). pp.1945-1953.
Gubler, D., 2012. Dengue, urbanization and globalization: The unholy trinity of the 21st
century. International Journal of Infectious Diseases. 16. p.e2.
Hirst, P., Thompson, G. and Bromley, S., 2015. Globalization in question. John Wiley & Sons.
Kasemsap, K., 2015. The role of cloud computing adoption in global business. Delivery and
adoption of cloud computing services in contemporary organizations. pp.26-55.
Kumar, N. and Steenkamp, J.B.E., 2013. Brand breakout: How emerging market brands will go
global. Springer.
Lee, S.J., Lin, G.T. and Yu, W.H., 2017. The Strategic Analysis of Driving Forces Determining
Success for a Console Manufacturer in the Console Market–the Positioning Strategy of
Nintendo.
Martinez‐Fernandez, C., and et.al., 2012. Shrinking cities: Urban challenges of
globalization. International journal of urban and regional research. 36(2). pp.213-225.
Ossmann, R., and et.al., 2012, July. Making the playstation 3 accessible with AsTeRICS.
In International Conference on Computers for Handicapped Persons (pp. 443-450).
Springer, Berlin, Heidelberg.
Palan, R., Murphy, R. and Chavagneux, C., 2013. Tax havens: How globalization really works.
Cornell University Press.
Papastergiadis, N., 2018. The turbulence of migration: Globalization, deterritorialization and
hybridity. John Wiley & Sons.
Rugman, A., 2012. The end of globalization. Random House.
Sklair, L., 2013. Global sociology and global environmental change. In Social theory and the
global environment (pp. 213-235). Routledge.
Stentoft Arlbjørn, J. and Lüthje, T., 2012. Global operations and their interaction with supply
chain performance. Industrial Management & Data Systems. 112(7). pp.1044-1064.
Walker, R., and et.al., 2013. Poverty in global perspective: is shame a common
denominator?. Journal of Social Policy. 42(2). pp.215-233.
Weinstein, A., 2013. Handbook of market segmentation: Strategic targeting for business and
technology firms. Routledge.
Online
Ayres. C., 2019. 19 Advantages and Disadvantages of Globalization. [Online]. Available
through: <https://vittana.org/19-advantages-and-disadvantages-of-globalization>.
Boumphrey. S., 2019. Succeed in Emerging Markets: Selection, Strategy and First Steps.
[Online]. Available through: <https://www.insightsassociation.org/article/succeed->.
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Louie Ali. 2014. Five Challenges you will need to overcome to succeed in international business.
[Online]. Available through: <http://www.tradeready.ca/2014/trade-takeaways/five-
challenges-to-succeed-in-international-business/>.
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QUESTIONNAIRE
Q1. Do you understand the concept of globalization? Frequency
a) Yes 45
b) No 5
Q2. Do you want to work at international level? Frequency
a) Yes 35
b) No 15
Q3. Which are the following country is most favorable as emerging
destination for expansion of Morrison business?
Frequency
a) China 12
b) Brazil 10
c) Colombia 18
d) Korea 10
Q4. What are the benefits do you think Morrison will achieve with entering
in emerging market?
Frequency
a) Cheap labour force 15
b) Competitive advantage 18
c) Brand awareness 9
d) Diversification of business 8
Q5. Which of the following party crucial role in getting positive outcome to
Morrison with entering in emerging market?
Frequency
a) Employees 14
b) Political parties 16
c) Legal personnel and expertise 12
d) All of the above 18
30