Understanding of Business Strategy (pdf)

RESEARCH PROJECT
(How a business strategy should be developed to expand a
business in an international market)

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................5
Background of the study.........................................................................................................5
Research aim and objectives..................................................................................................6
Research questions.................................................................................................................7
Rationale of the study.............................................................................................................7
Significance of the study........................................................................................................8
Structure of dissertation..........................................................................................................8
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
Theme 1: Understanding of business strategy in context of development models and theories.
..............................................................................................................................................10
Theme 2: Strategies assessment and associated with business expansion in international
market...................................................................................................................................12
Theme 3: Identification of the strategies that can be used by company for business expansion
at global level.......................................................................................................................13
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
Research design....................................................................................................................16
Research type........................................................................................................................16
Research approach................................................................................................................17
Research philosophy.............................................................................................................17
Data collection......................................................................................................................17
Sampling...............................................................................................................................18

Data Analysis........................................................................................................................18
Research limitation...............................................................................................................19
Ethical consideration............................................................................................................19
Reliability of data and Validity of analysis..........................................................................19
CHAPTER 4: DATA ANALYSIS AND DISCUSSION..............................................................21
Theme 1: Maximum number of managers are working for around 15 to 20 years in Tesco plc.
..............................................................................................................................................21
Theme 2: Business strategy development leads to strategic planning, formulation of
organization goal, communication and development of strategy.........................................22
Theme 3: Strongly agreed, Tesco have strong opportunities of expanding its business in
international markets............................................................................................................24
Theme 4: Target market, is the best suitable method to be explored by Tesco...................25
Theme 5: New products at lower prices, is a better option to attract consumer at international
market...................................................................................................................................26
Theme 6: Strongly agreed, Tesco is required to develop new product line in order to launch its
products in international market beyond its current global operations................................28
Theme 7: Strongly agreed, internal and external market condition influence the business
development strategy to expand international market..........................................................29
Theme 8: Business model design, is the most effective business strategy for development of
business.................................................................................................................................30
Theme 9: Market expansion and Franchising are effective strategies associated with business
expansion in international market........................................................................................32
Theme 10: Expansion of business by penetrating new market, is an effective strategy used by
Tesco for business expansion at global level.......................................................................33
Theme 11: Challenges faced by the company at the time of business strategy development.34

Theme 12: Effective recommended strategic framework to Tesco for business expansion.35
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................36
Conclusion:...........................................................................................................................36
Recommendation..................................................................................................................38
REFERENCES..............................................................................................................................42
APPENDIX....................................................................................................................................44
QUESTIONNAIRE..............................................................................................................44

Topic: To evaluate business strategies associated with the expansion of business in an
international market: A study on Tesco.
CHAPTER 1: INTRODUCTION
Background of the study
Tesco Plc is one of the leading retail chain in the world with having its operations at
international level. As a leading erectile the group have 450,000 employees and it serves millions
of consumers every week at its physical and online stores. The company was established in 1919
and from there itself it has become a market shell. The Tesco plc have a code of business which
states that each and every employee is a family. Tesco is a leading retail chain which is mainly
indulged in selling the groceries and general merchandise to millions of consumers. Tesco was
founded in 1919 by Jack Cohen as a group of market stalls. The Tesco name first appeared in
1924, after Cohen purchased a shipment of tea from T. E. Stockwell and combined those initials
with the first two letters of his surname, and the first Tesco shop opened in 1931 in Burnt Oak,
Barnet. The business expanded rapidly, and by 1939 it had over 100 Tesco shops across the
country. Tesco is listed on the London Stock Exchange and is a constituent of the FTSE 100
Index.
Tesco is operating in the market from last century its been 100 years from the formation
of Tesco and it has expanded its operation to many countries of the world. In the time span of
100 years the organization have gone global have managed to survive for a whole century and
maintain a leading position for a long time (Tesco Plc, 2019). At present Tesco operates in 11
countries and that too successfully in developed nations of the world such as USA, UAE, Dubai.
For taking the business global is not easy and this required formulation of international
expansion strategies and follow the same to expand the business and operate successfully. The
international expansion strategies of Tesco have one leading and important factor which
resuspending to the needs and sensitivity of the local expectations in other nations. This means
that one of the main factor of international expansion strata of Tesco includes dealing with the
local markets by entering into joint ventures with the local parters. This gives the organization an
entry to an established markets and it is provided with a strong consumer base.

For the entering into a new market one of the essential requirement is formation of a
significant and correct strategy to enter a market. This requires researching the markets and the
need, demand of the markets, the policy framework and legal obligations. The availability of
distribution channels, consumer base, market segment, funds availability, these are certain
factors which must be evaluated in advance before entering into a market. On the basis of this
research Tesco makes its international expansion strategy before entering into an international
market. In the present research project a detail discussion over the business strategies adopted by
Tesco for expanding in the international market have been analysed. This means that Tesco
enters the international markets with a signifiant business strategy which assist it n establishing a
new branch for the business as well as expand the business operation to other nations as well.
Although Tesco is third largest retailer in world after wal mart and Carrefoue and it has 80% of
the sales along from UK. The international expansion by Tesco have been started in year
business from past 20-22 years only, before that it is used to operate in UK only. Now half of the
sales is contributed by the international operations and it is now present in more than a dozen
nations of the world.
In the present research project the initiation is done through making the research proposal
where the aims and objectives for the research topic of evaluation of the business strategies for
the international expansion of Tesco are formulated. On the basis of the research objective
research questions are frames and the themes for presenting the literature review are abstracted.
In the proposal the literature review contain the views and opinions of different authors and
scholars over theories themes made from the research topic. The research methodologies define
the structure of the research and the way in which data will be collected and then analysers for
researching effective outcomes in the issues defined in the research topic. The data collection
methods will be defined and on the basis of data collection techniques the data analysis and
evaluation methods will be selected. In the present research project conclusion and
recommendation are made after evaluation of the data so collected the findings and results over
the research topic of investigating the effective business strategies for Tesco to enter the
internation trade and commerce.
Research aim and objectives
Aim

The aim behind conducting present study is to assess business strategies that positively
contributes in Tesco’s expansion pertaining to international market.
Objectives
Referring above aim following objectives have been drafted such as:
 To develop understanding about business strategy development models and theories.
 To assess strategies associated with business expansion in international market.
 To identify strategies that can be used by Tesco for business expansion at global level.
 To recommend competent strategic framework to Tesco for business expansion.
Research questions
How a business strategy should be developed to expand a business in an international market
Rationale of the study
The present research project is conducted on evaluating the business strategies which can
be used by Tesco to expand its business in internation markets. The research have been
conducted in determining the business strategies for expatiation which can be used and adopted
by Tesco for going global and enhance its business operation to other nations as well. The reason
for selection of this research topic is that one of the major trend in the expansion strategies for
the businesses in the present time is going global and start to operate and sale in the other nation.
The research have made a detailed research over this subject and have chosen this topic
deliberately as this is one of the leading trends for the business organisation as part of their
expansion plan. In this regard the main thing is that companies are required to considered is
selection of a significant, effective and correct strategy, model and theories for going global or to
increase international operation. The reason behind selection of Tesco company is that it is
currently operating in 11 countries only and this business is at third number amongst the retail
chain of the world. So this is considered as the company over which the research have been
based on. Also, the researcher of the view that Tesco can expand its business in other nations as
well with effect expansion strategies and models and can research to number one position among
others retain chain around the globe.

Significance of the study
The present study and its findings are highly significant for the companies operating at
global level and wishes to explore business operations internationally. In addition to this, it also
provides Tesco with effectual framework regarding business strategy that can be used for
expansion purpose. Along with this, concerned study will also offer framework to scholars who
wish to conduct study on this topic and assists in developing hypothesis as well for further
evaluation. The significance of the resent research project have been identifies for the future
research who are conducting the research in the direction of elevating the business strategies for
globalization of Tesco as this study can provide them a base to start their research and it can act
as a significance source to bas their research on. Also this research project can be useful for the
academic writers as well as they can find significant matters over their assignments and
researches for their project and the researches.
Structure of dissertation
Chapter 1: Introduction
First chapter of dissertation includes background and significance of the study. It also
contains research aim and objectives on which whole study is based.
Chapter 2: Literature review
This chapter of dissertation is highly significant under which secondary sources such as
book, journals and scholarly articles related to business strategy development will be evaluated.
Such brief thesis gives input in analysing gathered data set effectually.
Chapter 3: Research methodology
In this, research tools and techniques will be mentioned such as type, approach,
philosophy, data collection and analysis method. Hence, it clearly presents tools which will be
used for determining suitable solution from the concerned issue.
Chapter 4: Data analysis and findings
Under this chapter, data set gathered through primary sources will be evaluated and
analysed referring brief thesis prepared in literature review section. In addition, this, for
presenting better view of issue or problem graphs will be added.

Chapter 5: Conclusion and recommendations
Final chapter of dissertation includes summary of the findings derived through primary
and secondary data set evaluation. Further, in this, recommendation to Tesco will also be given
in relation to business strategy development for expansion in international market.

CHAPTER 2: LITERATURE REVIEW
Theme 1: Understanding of business strategy in context of development models and theories.
As per the Kotler and et.al., (2015) views of to go global and increase the international
transfection, Tesco is required to adopt significant strategies, model and Theories of
development and expansion in order to have successful business expansion. The process of the
business model design is a part of the business strategy which required innovation in the way
organization operates. The business model of a business is referred as business logic at the
strategic level. The business expansion models are implemented at the operational level of the
business. There are different forms of models and strategies available for a business through
which it can go international and enters the global markets as a part of its business expansion
plan. This includes various strategies of business expansion such as setting up branch in other
nation, or entering in to a joint venture or a strategic alliance, licensing or franchising its work in
other nation (Crane, Matten and Spence, 2019). With one of these expansion strategies a
business can enter into the market place of another business and it can start to exist and operate
in the international markets. There are various strategies which is used by the business to expand
their business into large scale but the major aspect is related to employee’s motivation and
guidance through which they cannot cut off its crucial employees at the time of expansion. There
are more chances to manage their internal working so that they can plan and implement the
procedure in better way.
Tidd and Bessant (2018) criticised that in international level many countries implement
strict norms to enter other companies to bring their business in international market. Such
countries never allow other companies to expand their business in that country as they didn't
want to share their economy to earn more profits to other countries. In such cases they impose
strict rules to companies regarding importing and exporting of goods and other services in global
market. They only focus on generating the economy of the country and also resource by dealing
in more products within nations (Falkner, 2017). This enhances their stability and reputation in
the market and also enhances their own economy in the country. The expansion of companies in
context of licensing causing major impact as every person can misuse the brand name of the
company by selling their products at low price or reducing the quality of the products to earn
more.

Pucciarelli and Kaplan (2016) examined that in context of business expansion franchising
is the best method to expand their business into international market and earn enhances their
brand name among the customers for longer period. In such case company provides franchisee to
other person in relation to various terms and condition and also keep some amount of share of
profits through which they earned by selling their products in that country. Franchising always
bring their business to grow at international market and also it provides more chances to people
to get profits by establishing their business and maintaining their livelihood. By taking
franchising of any renowned brand name, the franchisor had to less promote their business into
market as they already carry a strong brand image in the market and due to such expansion it
results in gaining more profits to the business (Marano, Tashman and Kostova, 2017). Franchisor
of having all the written document regarding the terms and condition of the franchising
agreement to use the brand name of the companies in right purpose and also they cannot misuse
such name for their own benefits or any personal use. The terms and condition are to be fairs for
both the parties and also the profits sharing ratio is to be clearly mentioned so that there is clear
agreement between the franchisor and franchisee.
Bendell (2017) argued that by expanding their business through providing franchising
sometime results in having the negative impact in the company and also there are more chances
to disclose the trade secret and working of the company. The design of their products and their
supplier are also to be share so that they can deal their products in the market but there are more
chances of resulting in infringement of trademarks and copyright. Usually franchisor to take
some royalty changes from the franchisee by lending their brand name in the market in such
cases it causes impact of franchisee as they had to lend some royalties amount to franchisor by
franchising there business in international Market. In case of fraud commit by any party it
directly affects their goodwill and reputation of company, so in this case lending franchising
rights are more risky business in recent times. In case of franchisee they had to follow such terms
and condition which are imposed by the franchisor and also they had to sell or deal in such
product which are guided by the franchisor. This is the most negative impact if they engaged or
dealing in franchising business.

Theme 2: Strategies assessment and associated with business expansion in international
market.
According to Charles Jr, Schmidheiny and Watts (2017) stated that the strategies which is
used by company in resultant of expansion of their business activities are relating to franchising
their business in international level so that they can diversify their product and services in global
market and earn more business through such techniques and method. Product diversification is
the major part of every company to stable their business so that they can target the customers
through such products by imposing various plans and procedure to attract them for longer
growth. Company carry a brand name in the market thus, there products are largely in
demanding and also attracted by the customers to fulfil their needs and wants for longer terms. In
such case they had to expand their product and bring new and innovative change in the existing
products which that customer always feel the better taste and also there old products results in
new products with same pricing and quality (Porter and Kramer, 2019). Market expansion is also
one of the major strategies which is to be assessed by the company to expand their business in
international global market. With this market segment they can make proper planning and also
implement such planning in better way to bring their products in the market so that they can
target the particular customers towards such product. It results in enhancing their own sales
values and also they can motivate their employees to achieve more production and gain more
profits by increasing their goodwill in market.
Burns (2016) viewed that If the company promote their products by targeting the market
it results in causing lot of wastages of the products. As the taste of the customer are changing and
due to changes in taste it results in less demand of that product which affects the business of the
company at large scale. Various factors are to be kept in mind while producing such product, In
cases of such products which is especially designed for the women but it promotes on such
county where there is less demand of such product it results in wastages of products and also
company suffer huge looses in their internal working (Sekaran and Bougie, 2016). As to bring
products in the market they had to work a lot to examine the needs and demands of the customers
and their expectation of such product in the mark let. In such cases if there is lack of interests of
customer in such products it affects their brand name in the market.
Boyd and et.al, (2017) suggested that online marketing is also one of the useful strategy
which is to be assessed easily and also get better results in the business expansion. As there are

certain strict norms regarding import and export of goods and services but due to globalization
many countries can easily transfer their goods but not reach to customer directly. In such cases
they came up with the online marketing of the goods and services and can maintained the close
relation with the customers by getting the reviews and feedback of such services which they are
offering. Customers always demand such products and services which can deliver their products
online or can home delivery of such product. In such cases company uses the advanced
technology in better way by delivering their products and services on timely and also the quality
of such products are similar which they are buying from stores. In this way they are more
attracted with the brand name and also they refer the company sites to different customer to
enhance their business in international market. Due to changes in technology it brings more
business as it results in faster of products updatation and customer can also save and order the
products easily without any waiting list to be checked. They can also use various promotional
codes at the time of ordering the products which results in providing by the company to attract
their premium customers towards their brand name.
Aalbers (2016) criticised that the strategies which is raised by company in context of
online marketing is not so much successful in case of slow running of Internet or any hack of
technology. The consumer are facing problems in ordering their products through online which
results in distracting their interests toward such products and their mind and interest is shifted to
some different online sites. Thus, the company cannot completely rely on online marketing it
also sometimes result in affecting the interest of customers towards the product and services for
longer term. Company also save most of their important notes and data online and also they
secure their information which helps customers to reach towards their company easily in case of
any complain (Cornelissen, 2017). But it also results in affecting the company as their service
can be easily used by any person, and they cannot keep a minute control on every article which is
happened in their online sites. Usually the major chances of affecting the technology is resulting
in internal management they had to create a strong team to check all the order and also assist
customers to manage them in more positive manner.
Theme 3: Identification of the strategies that can be used by company for business expansion
at global level.
As per Vellas (2016) stated that the strategies which is used by company to expand their
business at global level is related to franchising strategy which helps company to determine more

profits and expand their business into international level. Through this method of franchising
they can easily target the customers and also attract the customers towards their services which
they are offering as they carry the strong brand name in the market. Though such franchising
method they can also give rights to the franchisee to use their brand name and trade mark to sell
the goods to the customers. As this helps them to secure their right and also there is lack of
chances of infringement or copyright of design which is carried by the company. For e.g.
TESCO company is famous for its services and the prices of the product are also very low and
that the reason they attract huge customers towards their services and products and also their
business leads to success if they launch any such products in the market. In some context they
carry the renowned brand image and that's the reason the franchisee need not had to spend lot of
earning on promoting such products. People are already attracted with their brand name and that
the reason they can save money by not inventing in huge to promotional activities.
Roberts (2018) argued that company sometime not managed such strategies relating to
franchising. In many cases it results in committing fraud in any such activities which assist in
dealing to duplicated products at the same price. By this, the franchisee gain more benefits as the
carry the name of company and it delivers duplicated products. Usually the agreement is signed
between the franchisor and franchisee regarding the dealing of their brand name and in such case
if they use their brand name for their personal use than it results in affecting their reputation and
goodwill at international level. As it take more time to build the brand name but less time to
destiny such image among the customers. Customer remained their interest in such product in
which they get the quality products at reasonable price but when they get such products which
results in less in Quantity they shift to some new products. It affects their stability in the market
and also due to franchising technique they can also suffer major loss and changes in their
working.
Hong, Wang and Kafouros (2015) suggested that expanding business into new sectors
also results in getting more chances of expanding their business activities at large scale. They
had to identify the need of the customer in the products and also their demand which they can
achieve in better way. They examined the changes or technology which they had to bring to
deliver the products at fast scale, so that they can maintain the interest and also the customers are
attracted with such services. With exploring the needs and demand of the consumer the
organization can easily provide the consumer what they want, and this can lead the business in

building strong consumer relation through enhancing consumer experience, their satisfaction
level as well as their loyalty towards the brand and business. The expansion is possible when
their is demand of a product or distinct product line of a company and for this business is
required to ensure about production as per need, demand, preference and taste of consumer in
order to enhance their satisfaction from goods and build a strong relation between company and
customer for expanding the business in internal markets places.
However, it is critiqued by Hair Jr and et.al., (2015), that business expansion is an idea
which required proper planing and execution along with effective exploration of the opportunity
and potential markets for expansing the business. For expanding the business a business is
required to see the potential markets and explore opportunities of selling its existing products to
the consumers. The companies here, are required to set the business operation in those countries
where it is not operating at present time and it has a good potential of flouring their by selling the
specific products form its existing product line. Also, the company is required to set the selling
and distribution channels in those new markets along with outlining the marketing strategies to
promote and launch company in a new market with his products and goods manufactured by it.
With this companies are required to explore the opportunities to set the business up in
international markets in context of understand the needs of the markets to launch such products
which are in demand and fulfil the desire with consumers so that expansion can be successful
and business can grow their and attain substantiality and long survival.
On the other hand it was stated by Wirtz and et.al., (2016) that some of the approached
that company must engage and execute as growth strategy under their expansion plan of Ansoff
matrix includes market penetration, market expansion, product expansion, diversification and
acquisition. The company is required to explore all of the fields mentioned above in order to
expand the business beyond national boundaries. For going intentional beyond exiting
international practise a business is required to analysis many factors. Investigating only one or
two aspect is not enough for international trade practices as there are many factors which ensure
the success of business and this requires a company to analyse all those factors. The Ansoff
matrix present the product marketing expansion grid to the company where product and market
growth are considered as planning devise and it generally exist within organisation and aids
business in expanding its business even beyond national territories.

CHAPTER 3: RESEARCH METHODOLOGY
Under a research project, research methodology is the section which outlines the process
and procedure in which research have been conducted. The RM under a research study outline
the direction in which the research flows with identifying the type and design of research with
determining the method of data collection, sample selection and evaluation and analysis of the
data so collected. The following research methodology defines flow of present research project
over the topic of evaluating business strategies related to the expansion of business Tesco in an
international market.
Research design
The research design can be understood as a framework which carries out research
activities regarding different fields of study. With the help of research design a researcher can
outline the flow chart of conducting various activities falling under ambit of research study from
its starting till its end. The research design can be dived into two groups which includes
exploratory and descriptive research design (Research Design & Method, 2019.). The
exploratory research design is one which have an aim of providing insight into and an
understanding of the problems faced by the researcher. Whereas descriptive design aims at
describing the functions and characteristics of something mainly the research topic. For the
present research project exploratory research design have been selected where the research was
conducted with formulation of clear problems stated and then investigating them.
Research type
The research type can be divided into two categories that is quantitative and qualitative.
The qualitative research type can be expressed as the one which intent to resolve the issues raised
in the research topic with use of words, emotions, sound and non-numerical and unquantifiable
elements. On the other hand quantitative research type includes numbers and figures to reach to
outcome of a research project (Types of Research Methods, 2019). Under this emphasis is placed
on gathering of numerical data and then summarization those for drawing of interference from
the information so collected. For the present research project over evaluation of different
business strategies of expansion of the operation of company in international market qualitative
research type have been selected. The reason behind selection of this methods is that more of

theories and concepts of internal expansion have been analysed and investigated in order to gain
in depth knowledge over the research topic and answer the research issue effectively.
Research approach
Research approach under a research project is defined as development of hypothesis from
the research topic by identifying variables falling under the research topic or question. There are
mainly two type of research approach including inductive and deductive approach. The inductive
approach is the one where deductive one test the validity of the assumptions or theories made.
On the other hand deductive approach contributes in development of new theories and its
generalization (Research Philosophy, 2019). For this present research project inductive approach
have been selected and the reason for this is that it is the best suitable for qualitative research
type. Also, in the inductive approach interference is taken from the premises to reach to the true
conclusion over the research topic of eventuating business strategies to expand the business in
international boundaries.
Research philosophy
Research philosophy for a research study deals with sources, nature and development of
the knowledge. A research philosophy is the beliefs about the ways in which data over a specific
phenomenon is collected, analysed and used. Under this, research engages in creation of
knowledge over the research topic and collection of data through both primary and secondary
method. In this assumptions over the research topic have been made by the researcher over the
questions and issues raised in the research (Research Approach, 2019). The research
philosophies are generally of two types which includes positivism and interpretivism. For the
present research project interpretivism philosophy have been selected as this is best suited for
qualitative research type. Apart from this in this small samples have been collected and
qualitative investigation have been carried out.
Data collection
Data collection for a research project can be defined as gathering of fact, data, and
information over the research topic to investigate the issues raised in the topic. Data is collected
from two methods primary and secondary (Taneja, Pryor and Hayek, 2016.) Under the primary
one original information is collected through different methods which includes survey,
questionnaire, observations and interviews. The secondary data is gathered from books, scholarly

articles, journals and other editorial articles which are related with the research topic. For the
present research project data have been collected from both methods. The primary data have
been gathered from 20 of the managers of Tesco through questionnaires. Apart form this
secondary data have also been collected through books, journals and articles over the research
topic to evaluate the research topic of suitable business strategy for Tesco for internal business
expansion.
Sampling
The sampling method under the research method can be defined as the method of
selection of the respondents from which the data have been collected (Foss and Saebi, 2017).
The sampling method includes probabilistic and non-probabilistic methods of section of the
respondents form given population. For the present research project over investigating
international business expansion strategies non probabilistic method have been chosen to select
the manager to fill in the questionnaire. The total population for the present research project can
be defined as the overall mangers who work for Tesco and with the help of non-probabilistic
methods 20 of the managers have been selected. The reason for selecting this method is that this
methods give all the managers equal opportunity of getting selected to give information for the
present research project.
Data Analysis
Data analysis is the most important and crucial part of a research project where all the
data collected through primary and secondary methods is being evaluated and then analysed to
reach to effective outcome over the research topic. The data analysis can be done through two
types one through the use of statistic and arithmetical tools and techniques and to get through
creation of themes. The tools such as SPSS, Excel, project management and others are used to
evaluate the numeric data which is generally collected under quantitative research design. For the
qualitative research design themes are created form the interview of questionnaire's question and
then each of them is interpreted separately with help of tables, charts and graphs to reach
effective outcomes of the research. For the present research project the data have been collected
from both methods (primary and secondary), and themes have been creation over the questions
asked from managers under questionnaire. For each of them table and graph is present and then
interpretation is done over the responses given by all the managers all together over each

question. With this effective outcomes have been reached which are presented at the last section
of this research project.
Research limitation
For conducting the present research project the research limitation have been faced by the
researcher in from time constrain regarding time allotment and time management. The research
got lesser time to complete the research project and this directly them manner of collecting data.
Also, due to lack of time the research could not allocate proper time to each of the activity and
this lead to ineffective time management of the research project and its timely completion. Sue to
this research have selected the questionnaire method of primary data collection, would the time
have been more the research could have gathered the data from interview method, where each of
the manager would have been personally interviews by research to get information , their
opinions and views over the research topic.
Ethical consideration
The ethical consideration for the research project can be defined as one where ethical,
oral perspective have been duly undertaken by researcher. The researcher have taken due consent
from all the managers before they have filled in questionnaires. They were informed over the
reason for data collection and the use of information taken from them. They were assured that
apart from the research project the information will not be used anywhere. Also they made
informed decisions over sharing their views and opinion and it assured that no one can ever
access their personal information as same will be destroyed after completion of the research
project.
Reliability of data and Validity of analysis
The reliability of data for the present research project can be explained as collection of all
data through actual respondent and no fake entries have been made in questionnaires. Apart from
this the researcher have taken due care while collecting the data that no one gives a bias answers
and ensure true presentation of the views and opinion over the research topic. The validity of
analysis can be stated by research that only true data have been collected from both methods of
data collection. All respondents have given true answers and they have only been eventuated by
the researcher. Apart from this it have been ensured by the researcher that no fake entries are

made and no changes in the responses have been made to reach the outcome or to manipulate the
findings of research project.

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
The data gathered through primary sources which have been defined in research
methodology are evaluated and investigated to research to an outcome for the research project.
The data analysis is the process of presenting data gathered in form of tabular and graphical
format to present the raw data collected in presentable and understanding format so that research
finding can be outlines and effective conclusion can be drawn from the data collected through
primary method. For the present research study data have been gathered from both primary and
secondary methods and analysis have been carried out through use of tables and graphs and
interpreting the same.
Theme 1: Maximum number of managers are working for around 15 to 20 years in Tesco plc.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
0 to 5 years 2 10.00%
5 to 10 years 3 15.00%
10 to 15 years 4 20.00%
15 to 20 years 6 30.00%
More than 20 years 5 25.00%
TOTAL 20 100.00%

0 to 5 years
5 to 10 years
10 to 15 years
15 to 20 years
More than 20 years
0
0.05
0.1
0.15
0.2
0.25
0.3
10.00%
15.00%
20.00%
30.00%
25.00%
PERCENTAGE OF
RESPONDENTS
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, maximum number of managers are working for around 15 to
20 years in Tesco plc. Maximum number of managers of the company i.e., 30% of managers are
highly experienced and skilful which in turn helps in performing desired task and objectives in a
systematic and efficient manner. Experienced managers know the complete working, aims and
objectives of the company which leads to higher performance, productivity and profitability of
the company. It helps in developing effective business strategy which helps in attainment of
goals and objectives. Other 25% of the respondents have an experience of more than 20 years
which in turn helps in expansion and development of the business.
Theme 2: Business strategy development leads to strategic planning, formulation of
organization goal, communication and development of strategy.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Strategic planning 2 10.00%
Formulation of organization
goal, objective, mission and
3 15.00%

vision
Communication of business
plan with stakeholders
4 20.00%
Identification of resources and
development of strategy
4 20.00%
All of the above 7 35.00%
TOTAL 20 100.00%
10.00%
15.00%
20.00% 20.00%
35.00% Strategic planning
Formulation of organization
goal, objective, mission and
vision
Communication of business
plan with stakeholders
Identification of resources and
development of strategy
All of the above
Interpretation: From the above conducted research from 20 managers of Tesco plc. it
was interpreted that maximum number of managers that is 35% agreed to the fact that by
business strategy development they refers to as a strategic plan which helps in formulation of
business goals and communication of business plan and identification of resources. Other
respondent that is 20% of manager feels that business strategy development refers to as
communication of business plan with the stakeholders and other 20% states that they understand
business strategy development as identification of resources and development of strategy.

Theme 3: Strongly agreed, Tesco have strong opportunities of expanding its business in
international markets.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Agree 4 20.00%
Strongly Agree 8 40.00%
Neutral 5 25.00%
Disagree 1 5.00%
Strongly disagree 2 10.00%
TOTAL 20 100.00%
Agree
Strongly Agree
Neutral
Disagree
Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
20.00%
40.00%
25.00%
5.00%
10.00%
PERCENTAGE OF
RESPONDENTS

Interpretation: From the above conducted research from 20 managers of Tesco plc it was
concluded that maximum of the participants that is 40% of the manager strongly agreed that
Tesco have many opportunities for expanding its business within the international market. It is
because of the reason that globalization is the latest trend which Tesco is using and is necessary
for being in the race of competition. But 25% of the respondents are neutral to the opportunities
that Tesco have. Next 20% of participants agrees to the fact that there are opportunities for
expansion of business in international market. Remaining of the 5% and 10% of managers
disagrees with the statement.
Theme 4: Target market, is the best suitable method to be explored by Tesco.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Target market 7 35.00%
Target audience 4 20.00%
Distribution channel 3 15.00%
All the above 6 30.00%
TOTAL 20 100.00%

35.00%
20.00% 15.00%
30.00%
Target market
Target audience
Distribution channel
All the above
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, for exploring the market the best method in accordance with
maximum manager which is 35% is the target market. It is due to the reason that for business
expansion it is necessary to understand who the target market is and how it can be approached.
Another 30% of the participants favours that all of the above that is target market, target
audience and distribution channel is necessary for business expansion. It is because of the reason
that for expansion the company needs to know about the whole market and the audience of the
market and how the material will be distributed in the new market.
Theme 5: New products at lower prices, is a better option to attract consumer at international
market.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Lower prices of exiting
product.
5 25.00%
New products with higher
prices.
4 20.00%

Exiting product with higher
prices
2 10.00%
New products with lower
prices.
9 45.00%
TOTAL 20 100.00%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
25.00%
20.00%
10.00%
45.00%
PERCENTAGE OF
RESPONDENTS
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, within the international market the best suited option for
attracting more customer is launching new products with lower price. 45% of managers of Tesco
states that this is best option because in international market many similar products are being
sold. Therefore, the most preferred by the consumer will be the one which has low price and has
something new in the product. Another 25% of manager feels that lowering the existing product
price is better and another 20% states that launching new product with higher prices will be a
better option for attracting customers in international market. Rest 10% of participants states that
launching existing products with higher prices is a better way of attracting customers.

Theme 6: Strongly agreed, Tesco is required to develop new product line in order to launch
its products in international market beyond its current global operations.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Agree 3 15.00%
Strongly Agree 7 35.00%
Neutral 5 25.00%
Disagree 2 10.00%
Strongly disagree 3 15.00%
TOTAL 20 100.00%
Agree
Strongly Agree
Neutral
Disagree
Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
15.00%
35.00%
25.00%
10.00%
15.00% PERCENTAGE OF
RESPONDENTS

Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, maximum managers that is 35% strongly agrees that Tesco
requires to develop new product line for launching its product in international market. It is
because of the reason that in international market there is immense competition and to face it, it
is necessary to develop a new product line in international market. Another 25% of manager are
neutral to the fact that whether company needs to develop new product or not. Another 15%
agrees that there is need of developing new product range. Remaining all the participants either
disagrees or strongly disagrees to the option of developing new product to launch in international
market.
Theme 7: Strongly agreed, internal and external market condition influence the business
development strategy to expand international market.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Agree 5 25.00%
Strongly Agree 7 35.00%
Neutral 4 20.00%
Disagree 1 5.00%
Strongly disagree 3 15.00%
TOTAL 20 100.00%

Agree
Strongly Agree
Neutral
Disagree
Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
25.00%
35.00%
20.00%
5.00%
15.00% PERCENTAGE OF
RESPONDENTS
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, maximum managers that is 35% strongly agrees that internal
and external market conditions influences the business development strategy. It is because of the
reason that business exist in a dynamic environment where changes take place very frequently.
And in the international market the changes are within seconds which affects the internal and
external market conditions. Rest 25% of managers agrees to the same. But 20% of the
respondents are neutral that is they are not sure that the market conditions affect the business or
not. The remaining of all the manager either disagrees or strongly disagrees to the statement.
Theme 8: Business model design, is the most effective business strategy for development of
business.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Business model design 9 45.00%
Business expansion through
franchising
6 30.00%
Complying with norms and 5 25.00%

standards
TOTAL 20 100.00%
45.00%
30.00%
25.00%
Business model design
Business expansion through
franchising
Complying with norms and
standards
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, maximum that is 45% of managers agrees to the fact that
business model design is the most effective business strategy for business development. It is
because of the reason that a good business model design provides a competitive advantage over
its competitors within the international market. Another 30% of manager feels that expansion
through franchising is better because it does not involve much formalities within the
international business. Rest of the manager feels that complying with norms and standard is
effective business strategy.
Theme 9: Market expansion and Franchising are effective strategies associated with business
expansion in international market.
PARTICULARS FREQUENCY OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
Franchising 7 35.00%
Product diversification 3 15.00%
Market expansion 6 30.00%
Online marketing 4 20.00%
TOTAL 20 100.00%
Franchising
Product diversification
Market expansion
Online marketing
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
35.00%
15.00%
30.00%
20.00%
PERCENTAGE OF
RESPONDENTS
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, 35% of manager states that franchising is effective strategy
in relation with business expansion. It is because of the reason that with franchising the
franchisee gets right to operate a pre- established business by paying some royalty or fees. But
30% states that market expansion in international market is a better option because it is choices
like merger and acquisition, joint venture and other options to expand in international market.

Rest of the manager feels that online marketing and product diversification are effective strategy
for expansion of businesses internationally.
Theme 10: Expansion of business by penetrating new market, is an effective strategy used by
Tesco for business expansion at global level.
PARTICULARS FREQUENCY OF
RESPONDENTS
PERCENTAGE OF
RESPONDENTS
Franchising strategy 6 30.00%
Expansion of business by
penetrating new market
9 45.00%
Adaption of advanced
technology
5 25.00%
TOTAL 20 100.00%
30.00%
45.00%
25.00%
Franchising strategy
Expansion of business by
penetrating new market
Adaption of advanced
technology

Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, 45% of manager agrees that effective strategy used by Tesco
is expansion of business by penetrating in new market. It is because of the reason that in
international business it is very necessary to penetrate in the new market to know that whether
the company will be successful or not. Another 30% feels that franchising strategy is better as it
does not involve much capital investment for expansion in international market. Rest states that
adaption to advanced technology is better strategy for Tesco for business expansion.
Theme 11: Challenges faced by the company at the time of business strategy development.
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, maximum of the manager agreed that the major challenge
faced by Tesco at time of business strategy development in international market is the language
and the cultural barrier. It is the major challenge because of the reason that two different
countries have different languages and cultures. Therefore, it is difficult for the company to make
the products in accordance with the cultures and requirement of the other country's customer.
Some manager articulates that another challenge is the local competition which is present in the
local market of new country.
Theme 12: Effective recommended strategic framework to Tesco for business expansion.
Interpretation: From the above conducted research from 20 managers of Tesco plc. it has
been sought to analyse the fact that, some manager suggest that company must go for
diversification as a recommended strategic framework for business expansion by Tesco. It is
because of the reason that with help of diversification the company will enter into a new product
line and this will increase its product variety and as a result it will increase the market of the
company at international level. Rest manager states that business may also go for new product
development in accordance with the needs of the new customers.

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion:
From the above research report it is concluded that globalisation is such a process which
interprets the stability of the company to enter into emerging market. Through this process, it
provides various facilities to the business to expand their operations and also stable their
reputation to emerge into global market. Present research is based on TESCO and also different
strategies which they implemented to enter into global market. As due to the concept of
globalisation it provides various facilities to the companies such as free transportation of goods
and services, technology advancement, easier government norms and other benefits. Thus, from
the above research report it is examined that TESCO is the multinational groceries stores which
deals in wider areas and also engages with large number of employees carrying such business.
Due to changes in time, TESCO also adapting various methods to enter their business into global
market. As most of the customer spend their time surfing through internet thus, by promoting
business through online is the best strategy which is implemented by company in expanding their
business into global market.
It is identified that the aim and objectives of the research are prepared on the bases of the
business strategy which also carries various models and theories regarding expansion of
business. As franchising is the best strategy which is adapted by TESCO in respect of expanding
their business into different countries. To prefer franchising strategy is not that easy as it also
carries various risk which harm the company reputation and stability to enter into global market.
As by choosing the franchising concept it provides rights to the other party to use the company
logo and brand name to sell their product. Thus, to behave ethically, franchising agreement is to
be undertaken between the parties so that both the parties are bound to follow the condition
which is mentioned in this agreement.
It is also concluded from the report that if the company produces such products according
to the needs and demands of the customer it results in bringing lot of wastages in the products.
Thus, at the time of designing such product which fulfil the customer needs, it is to be made by
viewing various factors which save the resources of the company. Online marketing is the best
methods which the TESCO can adapt to enhances the customer interest through providing the
products at home or reaching within the stipulated time as disclosed in their online sites. Through

the online services they can reach to large number of people and also take their reviews
regarding the availability of such products. Through this process it helps them to interact with
more customer regarding their products and services and also bring changes in their working
criteria. As it is discussed in the literature review that innovation in technology is the biggest
aspect which helps company to expand their business internationally and reach to large number
of buyers. Through this they can enhance their loyalty towards brand and company reputation to
enter into global market.
In this report it is also discussed regarding to the expansion plan which is implemented in
form of Ansoff Matrix which is based on market penetration, market expansion, products
expansion, diversification and acquisition. Thus, at the time of planning for expansion, company
worked on all the fields so that the project regarding expansion of business is successful and they
generate profits for longer time period. In such perspective to achieve success in all the field,
proper planning is to be undertaken so that they achieve goals in all the areas where the company
is lacking in reaching to large number of customers base.
The different methods are considered so that information is to be gathered accurate and
also proper steps is to be taken to determine various facts and figure. The research topic such as
different strategies to enter into global market which is related to TESCO as it carries various
methods and information which helps researcher to identifies the authentic information. To
interpret the data questionnaire methods is used which helps in getting more effective results. As
through this procedure it helps companies and even government to take accurate decision
regarding the company position. In this, random sampling is used in which 20 managers are to be
undertaken through which questionnaire is raised. As it is examined that ethics is to be
maintained in respect of consent form which is to be signed by managers regarding disclosing
the information.
To get more accurate results data is to be analysed and gathered from both primary and
secondary sources and then accordingly interpretation is to be committed. As the questionnaire is
generally raised so that managers had to present their reviews regarding particular question and
then accordingly interpretation is to be determined. In such case business adapt various strategies
to enter their business globally by communicating with the stakeholder regarding the business
plan. As for establishing business, stakeholder play a vital role as stakeholders are such person

on whom the integrity and stability of the company is determined. To take any action which is
useful for company firstly its vision and mission is to be identified which helps them in analysing
the accurate objective to achieve such plan in better way. Many manager are agree with this
statement that due to carrying the strong brand image, TESCO had strong opportunity to enter
into international markets.
By choosing the attractive scheme helps the companies to attract large interests of
customers towards their products and services. In this if they get the products according to the
customer demand such as the products with low pricing and best quality or home delivery of
such products resulting in attracting large interests of customers. Thus, from the above report it is
concluded that the market condition reflect the internal and external working of the company and
also it causes stoppage to enter into global market. It is also interpreted that customers are
attracted of they get the innovative brand logo and also attractive advertising of products. From
this conclusion they can overcome from the challenges which they can faced at the time of
entering into global markets.
Recommendation
 Business development framework is important for expansion of business. It is an
effective process of developing and implementing growth opportunities within an
organization. It helps in creation of long term value for the company from market,
customer and relationship. Business strategy is a specific outline in order to develop
effective strategy in order to attain particular goals and objectives. Tesco is required to
adopt significant model, strategies and theories of development and expansion in order to
have successful business expansion across the globe.
 There are various strategic frameworks such as joint venture, strategic alliance, licensing,
franchising, merger and acquisition, diversification, etc. which leads to long term
sustainable growth and expansion of the business in various international markets. Tesco
plc must also focus on managing internal working in order to plan and implement the
procedure in better and effective way. Tesco plc. should focus on motivating and guiding
employees which in turn helps in retaining prospective employees which leads to higher
operational performance and productivity for Tesco plc.

 Manager of Tesco plc. must focus on diversification of the business which is effective
strategy and in turn results in higher operational goals and objectives. Diversification of
the business helps product line enter into new market. This will increase its product
variety and as a result it will increase the market of the company at international level.
Company should also focus on development of new products in accordance with the
needs of the new customers. Diversification is an effective corporate strategy which helps
in entering into new industry and market in which there is no current operation of
business. This is one of the best strategy which helps in creating synergy and higher
market share for the business. Diversification is useful in expanding its range of products
and also helps in mitigating risk in the event of downturn. This strategy is useful in
expanding the current product line and also helps in penetrating new market for
expansion and development of business.
 Strategic alliance is also an effective strategy which in expansion of the business. It is an
agreement between two parties in order to attain set goals and objectives. It is very useful
in attainment of overall goals and objectives of the Tesco plc. in order to make strategic
decision and choices. This strategy is very useful in accessing to knowledge and
resources of the company. It is very useful in taking strategic decision and developing
new products and enter into new market. It is very useful in collaborating with rivalry
competitors and co-operation with the foreign companies. This strategy is very useful in
international penetration, increased capital, cost saving and faster growth.
 Tesco plc. must focus on implementing various strict norms and policies in order to
expand their business in international market. Compliance with regulatory framework,
laws and standards of the other company helps in smooth functioning and better
establishment of the business in various international market. It helps company in
providing certain set of guidelines within which quality of social welfare activities and
services can be measured effectively.
 Tesco plc. must focus on maintaining ethical culture and positive work environment in an
organization. It helps in keeping employees engaged, motivated and passionate about the
company. It helps in boosting up the morale of the employees, commit to the organization
and retain prospective workforce in order to reach attain higher productivity and

profitability for the company. It is very useful for employees in making right decision in
order to conform with business functioning. Effective ethical culture helps in retaining
customers and employees, it also helps in minimizing financial liabilities and minimizing
potential lawsuits.
 Franchising is also an effective strategy which in expansion of the business. It helps
company to expand the business without any risk of debt. It is one of the most strategic
and simple way to carry out the business in a systematic and economical manner. It helps
in enhancing their brand name along with the customers for longer period. Franchising
helps business to grow at international market. Taking franchisee of a renowned brand
results in less promotion of the business into market as they already carry a strong brand
image in the market and due to such expansion it results in gaining more profits to the
business (Marano, Tashman and Kostova, 2017). The risk of the company failure is
reduced and it is very useful in recognizing the brand image of the organization. It helps
in staff leveraging, ease of supervision, improved valuations and increased profitability.
 Merger and acquisition is also one of the important strategy which helps in gaining higher
market share, synergy, economies of scale and higher customer base. It helps in
developing the higher market share for the company which in turn results in higher
operational efficiency and productivity. It helps in developing wide range of products in
various international markets which in turn leads to higher sustainable growth and
productivity. This strategy also leads to increased value of the company and expanding
business in international market across the globe.
 Tesco plc. should focus on using advanced technology as it helps in improving the
overall performance of the company which leads to higher sustainable growth and
productivity of the business (Hong, Wang and Kafouros, 2015) . Use of advanced and
improved technology helps in improving the productivity of the company which in turn
results in higher customer base. It helps in making business more productive and
efficient. It is useful in ensuring computational accuracy and communicate more
effectively.
 Online marketing is also one of the most useful strategy which helps in getting better
results in the business expansion (Boyd and et.al, 2017) . This strategy is useful in

attracting and reaching large number of customers from across the globe. It is one of the
most cost-efficient method and helps in delivering products and services within few
clicks. Customers always demand such products and services which can be delivered at
their door step. It is one of the strategic tool as it results in better viability, increased
authority, better quality website traffic and long-lasting relationship, etc.
 Tesco plc. should focus on developing new and innovating range of products and services
at competitive price in order to expand their business and also leads to higher
productivity. Developing new and innovative products helps in attracting large number of
customers from across the globe and leads to higher profitability. Attracting customers
with innovative and new range of products helps in increasing the customer base of the
company from across the globe.
 Joint venture is an effective strategy which helps business to grow faster, generate higher
profits and increase productivity (Crane, Matten and Spence, 2019). It also helps in
accessing new target market s and increasing distribution network for higher operational
and sustainable growth of the business.
 Tesco plc. must also focus on managing the internal and external market and
environmental conditions of the business in order to work smoothly.
 Market expansion is also one of the most effective strategies which is used by the
company to expand their business in international global market. Proper market segment
helps in proper planning and also implement such planning in better way to bring their
products in the market so that they can target the particular customers towards specific
products and services.

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APPENDIX
QUESTIONNAIRE
Question 1: For how long you have been working in Tesco plc.?
A. 0 to 5 years
B. 5 to 10 years
C. 10 to 15 years
D. 15 to 20 years
E. More than 20 years
Question 2: What do you understand by business strategy development?
A. Strategic planning
B. Formulation of organization goal, objective, mission and vision
C. Communication of business plan with stakeholders
D. Identification of resources and development of strategy
E. All of the above
Question 3: Do you think that Tesco have strong opportunities of expanding its business in
international markets?
A. Agree
B. Strongly Agree
C. Neutral
D. Disagree
E. Strongly disagree
Question 4: For business expansion , which is the best suitable area to be explored by

Tesco?
A. Target market
B Target audience
C. Distribution channel
D. All of the above
Question 5: What according to you is a better option to attract consumer at international
market?
A. Lower prices of exiting product.
B. New procures with higher prices.
C. Exiting product with higher prices
D. New products with lower prices.
Question 6: Do you think that Tesco is required to develop new product line in order to
launch its products in international market beyond its current global operations?
A. Agree
B. Strongly Agree
C. Neutral
D. Disagree
E. Strongly disagree
Question 7: Do you think, internal and external market condition influence the business
development strategy to expand international market?
A. Agree
B. Strongly Agree

C. Neutral
D. Disagree
E. Strongly disagree
Question 8. According to you, which is the most effective business strategy for
development of business?
A. Business model design
B. Business expansion through franchising
C. Complying with norms and standards
Question 9. According to you, what are effective strategies associated with business
expansion in international market?
A. Franchising
B. Product diversification
C. Market expansion
D. Online marketing
Question 10 : According to you, what strategies can be used by Tesco for business
expansion at global level.
A. Franchising strategy
B. Expansion of business by penetrating new market
C. Adaption of advanced technology
Question 11: What are the challenges faced by the company at the time of business
strategy development?
Question 12: what are effective recommended strategic framework to Tesco for business