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Research Proposal for Starbucks

   

Added on  2020-12-09

13 Pages2940 Words295 Views
Research Proposalform

Research Proposal FormStudent Name: ______________________ Student ID: ____________Centre Name: _____________________Tutor: ________________ Date: ___________________Unit: ____________________Proposed Title: “A study of the significance of different strategies employed by businessesto enter into emerging Market: A Case study on STARBUCKS”.______________________________________________

Section One: Title, objective, responsibilitiesTitle or working title of the research project (in the form of a question, objective orhypothesis)“A study of the significance of different strategies employed by businesses to enter intoemerging Market: A Case study on STARBUCKS”.Research objectives (e.g what is the question you want to answer? What do you want tolearn how to do? What do you want to find out?):Research questions:What are the concept and significance of market entry strategies employed by Starbucksto enter into emerging market? What are the importance of market development strategies for company to enter intoemerging market? What are the different risks for Starbucks while they enter into emerging market? What are the relationship between different market strategies and business success ofStarbucks. Research objectives: To explore about the concept and significance of market entry strategies employed byStarbucks to enter into emerging market. To examine the importance of market development strategies for company to enter intoemerging market. To analysis the different risks for Starbucks while they enter into emerging market. To accelerate the relationship between different market strategies and business successof Starbucks. Section Two: Reasons for choosing this research projectReasons for choosing the project (e.g links to other subjects you are studying, personalinterest, future plans, knowledge/skills you want to improve, why the topic is important):The main reason behind selecting this topic is to identify the significance of different entrystrategies for Starbucks to enter into emerging market. It is a multinational Coffee companyacross the world. Therefore both organisation as well as topic is more large that will support alearner to improve their knowledge in specific field of research. Thus, with the assist of this,

learner or investigator can easily enhance their research skills including data collection,tabulation and evaluation. This topic will also help them to raise their data interpretation skill,literature review skill as well as also create transferable skills in systematic manner. Section Three: Literature sources searchedUse of key literature sources to support your research question, objective or hypothesis: Literature review refer as an essential process used by researcher to collect in-depth andaccurate information from formerly researched data through different number of sourcesincluding survey, scholarly article, publication research and many other useful articles relevantto particular area of study. In this part of research, all objectives and questions are address inmore appropriate manner: Concept and significance of market entry strategies employed by Starbucks to enter intoemerging market.There are different number of entry modes or strategies for an organisation to use it andenter into emerging market. Some important and useful strategies for Starbucks such asExporting, joint venture, outsourcing, franchising etc. All theses strategies has some advantageslike less costly, optimum use of resources, reduce cost, less risky and many other. Therefore allstrategies are useful and valuable but Starbucks only employed Franchising entry mode. Ascompare to other strategies, franchising is beneficial because it is less risky, highly motivateworkers etc. (https://bbamantra.com/modes-of-entry-in-foreign-market/) (https://www.marketingteacher.com/modes-of-entry/)Importance of market development strategies for company to enter into emerging market.According to the Annmarie Hanlon, (2018), Ansoff model is consider as an essential anduseful market development strategy for Starbucks to enter into emerging market. This model hasfour elements such as market penetration, product development, market development anddiversification. All these are essential and significant for an organisation to enter into emergingmarket and gain better outcomes within predetermined time duration. With the help of marketdevelopment strategy company can easily find out new ways to maximise customer loyalty andgrow client lifetime values. (https://www.smartinsights.com/marketing-planning/create-a-marketing-plan/ansoff-model/)

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