Research Proposal Assignment - strategies employed by business to enter emerging market

Research
Proposal and
Project

Part 1 – Research Proposal
TOPIC : To analyse the strategies employed by business to enter into emerging markets: A
case study on Marks & Spencer.
INTRODUCTION
Globalisation can be defined an approach which could help business organisations to
operate their businesses across the borders. It is been found that not only the firm which are
commencing at middle tier within the national economy but also this small organisations looking
forward to expand their business at global scenario. That is vital for firms to emphasise on
selecting an effective market entry approach in order to sell products and services at international
tier. It enables in, it should be stated that a company will sustain within an emerging market
longer period of time. In the same way Marks and Spencer which a significant well known
organisation including sector is also looking forward to the same so that customer base, profit
margins, goodwill, reputation, and brand image could easily be improved. But, it is being found
that organisations basically faces a range of issues while entering a whole new market.
Launching a new product considering the customer needs of the emerging markets with low
prices, giving heavy discounts and many more are some common strategies employed why
companies when it comes while entering within growing market.
Background of the Research
Performing business at international level, analysis of the market conditions and true
focusing on that developing strategies sustaining are some of the essential element which
required to be understood along with sustain in the marketplace for a long run. This basically
helps in understanding the term globalisation because launching a business considering different
sorts of market strategy is not an easy task to do. Failure into any of these may lead an
organisation to face losses or risks that are involved within the market where the business
organisation is going to expand comes in front. Further it has been summarised that globalisation
enables to bring economic development and enhancement by using foreign direct investment.
A famous retailer name as Marks and Spencer has developed a range of strategies in
order for entering within rising market that enabled to frame a acknowledge name in market in
all over the world. But there were many cases came in front where company has faced a range of
problems while entering those markets and these issues were like cultural differences,
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technological advancements and changing Trends requirements of the customers. This impacted
negatively upon overall performance level Not only at National but at international level which
affected their customer base as well. Further, there are various causes in which energy and
environmental hazardous effects and disputes hinders self interest of an organisation and affects
adversely on planning and expansion. (Dunning, 2015).
Rationale of investigation
Vital reason behind choosing this topic is that globalisation has been one of a significant
topic which needs to be studied in a right full manner because it is a wide concept to understand
and there are only a few Scholars or researchers that has kept their focus on this. Along with this,
investigator has also so developed interest towards this topic in recent times because many
business organisations are looking forward to expand their businesses into new who are
emerging markets considering a range of strategies through which they can directly grab
attention of customers in a short span. This is been considered as one of the major reason behind
conducting Investigation on this topic.
Research Aim
To analyse the strategies employed by business to enter into emerging markets: A case
study on Marks & Spencer.
Research Objectives
 To describe the role played by globalisation in enhancing international trade.
 To identify major challenges and benefits related to overseas expansion for a business.
 To determine ways through which Marks & Spencer can venture into emerging markets
and their implications.
Research Questions
 What can be considered as the role played by globalisation in enhancing international
trade ?
 Elaborate the major challenges and benefits related to overseas expansion for a
business ?
 What are the ways through which Marks & Spencer can venture into emerging markets
and their implications ?
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Limitation of research
There are various limitations which occurs while conducting research. It includes
development of particular aim and objectives in the investigation. The researcher required to
formulate them broadly and it must be narrow so they can concentrate on managing and
maintaining specific point. At the time of gathering such required data, extensive experience is
necessary and measured. There are some limitations which are faced by researcher such as lack
of confidence, as business concern have perception in which data may be misused from
someone.
Benefit of research
The research improves services and treatment which are develop for future generations.
This will assist in formulating new tests for diagnosis, treatment and process which can
evaluated and measured in better manner. During a research study, it is usually monitored and
controlled so that changes can be perceived earlier.
LITERATURE REVIEW
This section within every single research plays a crucial role because it helps researcher
in gaining knowledge related to the topic in depth where investigator take help of different
articles, books and other sources where Scholars has already done investigation of the same topic
which has been chosen by the researcher. In the same way, in order to conduct the investigation
on focusing on the strategies that firms use for entering within growing industry. Some of
information on the objectives is given below :
Role played by globalisation in enhancing international trade
According to Dunning, (2015) in past two or three decades it has grown with the
remarkable figures. The basic reason behind this is that business organisations that were
performing at small level has built their thinking and started thinking to expand the business at
international level. At present scenario, near about one fourth of generations has been moved out.
It is crucial to analyses transformation processes as they throws relevant light on facts associated
with interchange that has been created. In addition to this there have significant results attained
that have been recorded through viewpoint among two flexion of globalization, exchanges
incorporate two merchandise and administrators. Generation chains of these merchandise have
been progressing with respect to mind boggling within world. According to this, ongoing
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evaluations, approximately 30% fares worldwide have been originated from diverse remote
sources of data. Mostly exchange hypothesis within fiscal matters are spread around wellsprings
for specified standpoints within writing centres. This propose that diverse countries can take up
from wide transformations that are spends within given time frame while creation of what will
lead to creation of effective delivery with respect to qualities rendered by them.
Elaborate major challenges and benefits related to overseas expansion for a business
As given by Kerzner and Kerzner, (2017), diverse cases were acknowledged by firms
have gone reached to a whole new level where they have become leader in their own industry in
which they are performing operations. Om the other side, there are many business organisations
which failed and faced issues related to their expansion strategy which let them to cancel there
licences to perform at international level. Here it is been found that one of the major challenge is
cultural differences which majorly impacts upon overall working of a business organisation like
Marks and Spencer. Another challenge which can be faced by a company is related to market
trends and customer base of Rivals.since competitors stays at every single level, all new
company which is looking forward to expand its business would required to develop a range of
strategies in order to fulfil all the requirements of a whole new customer ways within an
emerging country. This would require lots of investment for measuring modifications among
existing products and services which hardly an organisation can offered at the time of Business
expansion.
On the other side, if it is talked about benefits then globalising business would directly
help company in enhancing its performance level, profit margins, goodwill and customer base.
this will help in enhancing the brand image as well which may help a company in sustaining in
an emerging market for long duration as compared to expectations of firm. Therefore, a
company like Marks and Spencer needs to develop a strong and effective strategy while
expanding business within an emerging market considering all the analysis which is needed in
order to reduce all the risks that are involved while expansion.
Ways through which Marks & Spencer can venture into emerging markets and their implications
As mentioned by Andriof and et. al., (2017), diverse methods exists that leads to firms
like M&S can easily venture into new and emerging market or a range of markets. These are
given beneath:
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