Various benefits and drawbacks of entering the global market

This research proposal examines the benefits and drawbacks of businesses entering the global market. It focuses on the impact of global brands on the business environment, using Sainsbury as a case study. The study aims to understand the concept of globalization, identify the benefits of global brands, outline the factors of globalization that affect the business environment, and recommend ways to reduce the impact of global brands on the business environment.

RESEARCH PROPOSAL
(PART 1)

Table of Contents
PART 1: RESEARCH PROPOSAL................................................................................................1
Introduction.................................................................................................................................1
Literature review:........................................................................................................................2
Methodology:..............................................................................................................................4
Timeline:.....................................................................................................................................6
REFERENCES................................................................................................................................9

PART 1: RESEARCH PROPOSAL
Introduction
Title – Various benefits and drawback that are examined by business to enter into global
environment.
Background – The term globalisation means that businesses come together to interact and
influence business matters in respect of operating internationally in global market. The major
concept of having the globalisation is that many business have expanded their operating
activities in local and international market. Globalisation has grown as per the advanced
technology and transportation facility. The products are easily reached everywhere and anywhere
in the global world. There are various benefits and drawback to enter into the global brand. As
many challenges are faced by the competitors to bring their products in the market and make it
unique. Social media marketing plays an important role to attract the customers towards their
brand name in the market. Usually companies spend lot of earning to advertise their product and
services which company are now launching.
Globalisation is discussed under the view point of Sainsbury company. Sainsbury is the
second largest chain of supermarket in UK. It was founded in 1869 by John James Sainsbury.
As per the survey Sainsbury has 1423 grocery stores in UK and out of which 815 are the
extended stores. It holds 16.9% shares in the Market and this company is engaged with 1,86,900
employees working in the company.
Aim and Objectives -
Aims: To assess the impact of emerging global brand on Business Environment – A study on
Sainsbury
Objectives:
 To understand the concept of globalisation in the emerging markets.
 To identify various benefits of global brands for organisation.
 To outline the factors of globalisation that effect business environment.
 To recommend way to reduce the impact of global brand on business environment.
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Rationale – Researcher select this topic to examine various benefits and drawbacks to enter into
the business environment regarding the global brand. The reason to choose this topic s that
researcher has some interest to verify the facts of popular brand name. To accomplish a deep
study on this topic helps them to know more about the company internal working to achieve
targets. Researcher selects this topic as they can gain more knowledge regarding the structure
and target they make to bring products in the market. The strategies they used to challenge their
competitors and promote the services in the market are more interesting to capture by the
researcher. Researcher finds this topic interesting as previous authors had already researched on
this relevant topic and had some knowledge about the company. So researcher adapt this topic as
it had already relevant data to examine the facts and information about the company working
structure.
Significance of study: This study is helpful for other scholar as it guide them about the
Sainsbury structure to enter into the global world. Their brand name is enough to face the
challenges in the business environment. As it helps other researcher and companies to examine
the internal matters that researcher analysed while conducting research. Various drawback are
also examined which company have to work on it to maintain the reputation in the emerging and
global Market.
Literature review:
Theme 1 : Concepts of Globalisation
According to Kirton and Trebilcock, (2017) Globalisation is the process by which business enter
into international market to expand their business globally. It is the historical process which
comes from the ancient times as people walk out, travel a lot to identify the changes and then
come to the point to expand their business in the emerging market. To expand the operation of
business, globalisation plays an active role to innovate new ideas and thought in the global
market.
Boyd and et.al., (2017) examined that the main causes which influenced the process of
globalisation is transportation facility. As if the goods are delivered in different countries, the
transporting services should be improved so that no result of damages caused to the product.
Improvement in Transport result in more quickly delivery of goods and services. The
disadvantages of globalisation are result in terms of barriers to entry in different countries. As
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many countries have their own government policies which they have to follow while imports and
exporting goods and services.
As per Rugman and Verbeke, (2017) stated that the advantages to deal in global business is that
it supported inward investment between the countries. As this strategy provides benefits to the
countries it the form of maintaining the continuous flow of cash in the management team of the
organisation. It enhances the economies of scale and higher demand in market regarding its
product usage and stability in company is also exit.
Theme 2 : Benefits of Global Brand
Hillary, (2017) suggested that global brand name help the companies to grow higher to expand
their business operation in the emerging global market. They can expand their business
operation through advertising and social media marketing which is the benefits of having a
famous brand name. As global branding helps companies to grow more in larger scale of
operations. To deal with other companies mainly they prefer to appoint a person to communicate
between them but to have a reputed brand name helps the investors and lender to invest money
without any chance of security.
According to Hamilton and Webster, (2018) viewed that global brand name affects if the
products which they deliver are not same as in comparison to size, shape, colour, quantity and
price. It reflects the interest of customers in the product and they lose the identity in the market.
To promote the brand name they spend lot of saving to appoint celebrities to promote the product
but it results to loss in internal matters as they utilize lot of resource to bring product in the
market.
Hair Jr and et.al., (2015) stated that the benefits of global brand for Sainsbury is that they deliver
products at fast deliver and they use upgrade technology to take the feedback of services to
maintain their brand name in the market. This benefit help them to maintain a close relationship
with the customers by issuing feedback form regarding the products and services. Customers are
attracted with this type of response from the company.
Biermann, (2017) examined that to have a brand name in the market sometimes affect the image
of Sainsbury. As competitors can use their products and name for their personal use and if they
commit fraud it results in decreasing the value of brand name in the market. There are many
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cases of infringement arises at the time of delivering the goods which affects the goodwill of the
company in emerging market.
Theme 3 : Factors of globalisation that affect Business environment
According to Benn, Edwards and Williams, (2018) suggested that major factors in globalisation
which affect environment of business is related to competition in companies globally. The aspect
which competition arises in terms of product, services, prices of goods, target market and quick
response to customer problem. There are various competitors of Sainsbury in the market as
Sainsbury produces goods in the market according to customer needs and demands. As they
change the polices which fulfil the need of the customers.
Bendell, (2017) examined that the major impact of competition in the environment is that it
enhance the productivity for which it requires more resources which harm the environment.
There are also many chances of wastage of products if they are less in demand which result in
affecting the operation of business.
As per Sadgrove, (2016) business environment are affected in terms of new technology that
companies are using to upgrade their system for fast delivery of products. Technology is the
major tool which affect the business environment as due to continues changes in system affect
the activities of the internal management term and external purpose as well. It affects the global
market as technology directly meeting the customer satisfaction towards delivering the products.
Christopher, (2016) stated that information is the most important role regarding the details of
company and data are properly secured and managed by the internal team members. If the
Sainsbury company had to exchange their data and information to some other company they
have to protect it from high security. There are more chances to hack the company information to
misuse and affect the reputation in the global market.
Methodology:
 Research Approach: It includes the process of research which concluded step by step to
conduct appropriate research. It includes selecting a topic, collecting the relevant
information, analysing the data and figures to make an appropriate report. It helps to
analyse a deeps study on the available topic and examined the working of the internal
management team to maintain brand name (Binder, 2016). There are two types of
research Inductive research and deductive research. Here researcher will apply inductive
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type of research which is mainly based on Qualitative Research (Kennedy, Welch and
Monshipouri, 2017). It involves the research of non numerical figures and helps to gain
knowledge in perspective of reasons, opinions and problems inside the company working
to face in achieving goals.
 Research Technique: Researcher will apply different style of techniques to conduct
appropriate research in relation to selected topic. They use Questionnaire method to
conduct the research technique (Burns, 2016). Questionnaire provides complete details of
the company and also the discussion with the employees regarding the company
management and working team to achieve target. The benefits to use these techniques is
that it helps the researcher to judge minute aspects which affects the company to promote
their brand name in different sectors. Questionnaire provides the exact data which help
the researcher to overview the company structure and raise any query if they working
against any rules (Love and Roper, 2015). The decision of the employee and people who
are connected with the company can share their reviews regarding the question effect.
 Data Collection: Collecting information while conducting research is the main aspects to
present the research. If the researcher fails to collect the complete information on the
available topic it seems to be that they failed to accomplish appropriate research. Data
collection procedure can be of two types (Guo and Wang, 2019). Primary data and
secondary data. Researcher will use primary data to conduct research. Primary data is in
reference to conducting survey, interviews and questionnaire to research on the topic.
They collect data by mouth to mouth conversation with the employee and people
regarding that selected topic. Collecting data helps the company to know the techniques
to improve the management team on which perspective and can improve the standards
which they are lack into (Babajana and Hughes, 2015). Collecting an appropriate data is
useful for the researcher as it shows the relevant details of company working and their
reputation is also attached with this data.
 Analytical technique: After analysing the appropriate data and technique its time to
analyse the report on various method. Researcher will apply thematic technique to
analyse their report (Evans, 2017). It is a flexible method as it changes according to the
needs and demands of the researcher and the project can be amened according to that
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method. If the researcher are concluded at the right way but after conducting deep study it
brig new changes than the report are prepared according to that change. It is one of the
most common form in respect of analysis in Qualitative research (Stearns, 2016).
Researcher will apply the thematic method to examines the data and pinpoint the
researcher on various description of the organisation.
Timeline:
Activity 1th
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2nd
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3rd
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4th
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Week
Researcher
selects
relevant
topic on
which he is
interested in
conducting
research.
Conduct
Literature
Review on
relevant
topic.
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Researcher
used relevant
tools to
interpret in
research
methodology
Topics are
selected and
its relevant
aspects are
interpreted.
Once the
topic are
selected,
relevant data
and
information
are assigned
on the
research
paper.
Facts and
figures of the
collected data
are assigned.
Data are
analysed and
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assembled
under
thematic
method.
After that
procedure is
done, recheck
the collected
data and
information.
After
analysing the
complete
report, final
submission
date and
rectify the
errors.
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REFERENCES
Books and journals
Babajana, Z. and Hughes, A., 2015. Business Environment.
Bendell, J., 2017. Terms for endearment: Business, NGOs and sustainable development.
Routledge.
Benn, S., Edwards, M. and Williams, T., 2018. Organizational change for corporate
sustainability. Routledge.
Biermann, F., 2017. A World Environment Organization: solution or threat for effective
international environmental governance?. Routledge.
Binder, J., 2016. Global project management: communication, collaboration and management
across borders. Routledge.
Boyd, B. and et.al., 2017. Hybrid organizations: New business models for environmental
leadership. Routledge.
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Evans, M., 2017. Policy transfer in global perspective. Routledge.
Guo, L. and Wang, Z., 2019. Ratio Analysis of J Sainsbury plc Financial Performance between
2015 and 2018 in Comparison with Tesco and Morrisons. American Journal of Industrial
and Business Management. 9. pp.325-341.
Hair Jr, J.F. and et.al., 2015. Essentials of business research methods. Routledge.
Hamilton, L. and Webster, P., 2018. The international business environment. Oxford University
Press.
Hillary, R. ed., 2017. Small and medium-sized enterprises and the environment: business
imperatives. Routledge.
Kennedy, E.T., Welch, C.E. and Monshipouri, M., 2017. Multinational corporations and the
ethics of global responsibility: Problems and possibilities. In Human Rights and
Corporations. (pp. 123-147). Routledge.
Kirton, J.J. and Trebilcock, M.J., 2017. Hard choices, soft law: Voluntary standards in global
trade, environment and social governance. Routledge.
Love, J.H. and Roper, S., 2015. SME innovation, exporting and growth: A review of existing
evidence. International small business journal. 33(1). pp.28-48.
Rugman, A. and Verbeke, A., 2017. Global corporate strategy and trade policy. Routledge.
Sadgrove, K., 2016. The complete guide to business risk management. Routledge.
Stearns, P.N., 2016. Globalization in world history. Routledge.
Online
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Globalisation. 2019. [Online]. Available thorough:
<https://www.economicsonline.co.uk/Global_economics/Globalisation_introduction.html>
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