Exploring Globalization and Emerging Markets

This assignment explores the concept of globalization and its impact on business growth. It discusses the factors that contribute to globalization, including technology advancement and government policies. The document also examines strategies for entering emerging markets, such as internet selling, franchising, and joint ventures. Additionally, it highlights the benefits and drawbacks of business expansion into emerging markets. The assignment provides a comprehensive overview of the topic, making it an essential resource for students studying business and globalization.

RESEARCH PROJECT
(Different strategies to enter into the
emerging market)

EXECUTIVE SUMMARY
Globalisation is a terms that describes the way different nations and people of the world integrate
and interact with each other. In other words, it is a process of integration which is driven by the
international commerce and investment with the help of information technology. The research
project is about the different strategies that can be applied by the business houses in expanding
their operations into the new emerging economies of the world. Present research is based on
Sainsbury company which is the third largest supermarket chain in United Kingdom. It was
founded in 1869 by John James and now it is located around the world. Globalisation provides
vast area to use different strategies to engage their business activities and earn profits. Due to
process of Globalisation, they can get raw material at cheaper rate and also varieties of product
can came across within the global market. Sainsbury company also enters into the emerging
market and uses various techniques to mating the goodwill and reputation in the market.
The objective of research project is of outline the factors of globalization in respective of
business growth. To identify the strategies to enter into the emerging market, to access the
strength and weakness of strategies to enter into the emerging market and to suggest the best
strategy that to be employed by Sainsbury to enter into the emerging market. The factors in
terms of technological development, due to using new advanced technologies they can easily
enter into international market and attract the customers towards their services and products
which they are offering. However, Due to continue changes in technologies distract the
customers interest and sometimes business also suffer loss due to hacker. There are different
strategies of entering into market such as joint ventures, licensing, franchising , internet selling
which will be discussed In this research project in which there strengths and weaknesses will be
highlighted. Lastly, it can be said that organisation needs to expand their businesses for
achieving the goals and objectives which are specifically higher profitability, serving masses and
attaining highest customer satisfaction This is necessary for the continuous and peaceful
survival in the global market.

Table of Contents
PART 1: RESEARCH PROPOSAL................................................................................................3
INTRODUCTION.......................................................................................................................3
Literature Review:.......................................................................................................................4
RESEARCH METHODOLOGY ....................................................................................................7
Time Plan:...................................................................................................................................8
PART 2 : RESEARCH & REPORT ............................................................................................11
Questionnaire ...........................................................................................................................11
REFLECTION ..............................................................................................................................19
RECOMMENDATIONS AND CONCLUSION..........................................................................21
Recommendations.....................................................................................................................21
Conclusion.................................................................................................................................22
REFERENCES..............................................................................................................................24
APPENDICES...............................................................................................................................27

PART 1: RESEARCH PROPOSAL
INTRODUCTION
Globalisation is a process by which the small scale business enter into the international
market for the growth of their business activities and maximize profits in the company. It is thus
an interaction, communication and intervention among people, business and company at large
scale globally. As globalization are now at the upcoming trend due to easily conveyance and
transportation facility of goods and services around the world. Nowadays the business are easily
transferring or dealing with other companies without any barriers. As Sainsbury company is also
one of among these who takes benefits in globalisation. Present research is based on Sainsbury
company which is the third largest supermarket chain in United Kingdom. It was founded in
1869 by John James and now it is located around the world. Researcher conducts deep research
on this company and there employees interest in the organization.
Title – Different strategies that can be employed by business to enter into the emerging market.
Background -
Globalisation is a process by which it provides business to increased their economy in the
country by expanding their activities in international market. They can expand their business
productivity through social media or by import and export of goods and services or by easy
payment option. Globalisation provides vast area to use different strategies to engage their
business activities and earn profits (Globalisation, 2019). Through theses strategies they can
grow their business internally and externally. Due to process of Globalisation, they can get raw
material at cheaper rate and also varieties of product can came across within the global market.
As Sainsbury is the third largest retailer chain of groceries and are succeed with the concept
which they bring in supermarket sectors. To enhance their business, 186,900 employees are
engaged with their business and carry their operational activity in international level. They
settled their supermarket in many locations and had opened 1415 shops around the world.
Sainsbury company also enters into the emerging market and uses various techniques to adapt
the goodwill and reputation in the market.
Aims and objectives
Aims – To examine different strategies to enter into the emerging market – A study of Sainsbury
company.

Objective -
 To outline the factors of globalization in respective of business growth.
 To identify the strategies to enter into the emerging market
 To access the strength and weakness of strategies to enter into the emerging market.
 To suggest the best strategy that to be employed by Sainsbury to enter into the emerging
market.
Rationale:
Researchers select this topic as they find it interesting as many companies enter into the
emerging market and various changes are implemented in there working. Researcher had interest
in the study as many authors had already researched on their relevant topic and they gathered and
collected much information and data which helps researcher to research it deeply. As due to
globalisation many risks also occurs which the researcher finds it interesting to identify the
matters and helps companies to take effective decision. As Sainsbury is the famous company so
researcher find it interesting to know more about the company internal progresses and the
strategies they used to enter into the global market and face the competitors. As many authors
already research on this relevant topic, So researcher didn't have to collect data from starting,
they can gather the information from referencing the previous authors work and analyses new
suspect in the research.
Research questions:
1. What are the factors of globalization in respective of business growth?
2. What strategies Sainsbury company used to enter into the emerging market?
3. What are the strength and weakness of strategies to enter into the emerging market?
4. What are the factors suggested to Sainsbury for the strategy they implement to enter into
the emerging market.
Literature Review:
Theme 1: Factors of globalization in respective of business growth
According to Slaich and et.al., (2018) stated that Globalisation is a process which helps
the business to grow at larger scale and earn profits. Due to factors of globalisation the business

can be easily expended and they can engage with other business and also increase their
productivity in the market. The factors of globalization which help business to grow and save
funds for their future perspective (Factors that have contributed to Globalisation, 2018). The
factors in terms of technological development, due to using new advanced technologies they can
easily enter into international market and attract the customers towards their services and
products which they are offering.
Flowerdew, (2016) criticised that Due to continue changes in technologies distract the
customers interest and sometimes business also suffer loss due to hacker. As hackers can easily
hack the company profile and infringement of data and important information which handle the
company reputation and goodwill. Amendment in technologies create lot of misunderstanding
and affects the customer's honesty by not securing their data with the company profile.
Baylis, Smith and Owens, (2017) suggested that government policies are the biggest
factors which can provide business to grow in the international market. As difference in taxes
and rules helps company to know their condition to enter into the market and these polices
restrict the fraud if any committed with the company. As if company works under the
government rules and provide equal rights and compensation to the labour and incentive and
appraisal are also given to employees to motivate them to work and increase the productivity.
Chubb and Watermeyer, (2017) argued that due to high restriction of government to enter
into global market it restricts the company to grow in different countries as country has not same
norms and different rules are implemented for different counties. Some government didn't allow
outsider to bring their products in the market or engage any business activities with their country.
They didn't need to increase their economy which comes up with many conditions and affect the
environment in many factors.
Theme 2: Strategies to enter into the emerging market.
Mowforth and Munt, (2015) examined that Sainsbury company uses various strategies to
enter into the market or to engage their business into large scale. They can use internet selling
strategy to enter into global world. As Internet is the powerful tool to attract the customers
interest and changes their taste with the products. As mostly people spend their most of the time
shuffling the social media sites in that case if company promoted their products and services and
also issue any offers can helps them to grow their business at large scale. Advertisement is the

best way to promote the company and their working strategy and also attractive advertising
results to more positive views to the company. Internet selling is the best way as if company
provides home delivery products to the customers which is easy from teem to use their products
and services instead of visiting the stores to purchase that products.
Olins, (2017) Reviewed that Franchising and licensing is another important way to enter
into the emerging world. Franchising means allowing any other person to carry on their business
in some different location. In that case they are allowing them to use their trade mark and other
services and benefits which are raised with the Sainsbury company. Licensing means to give
license to sell the products in the global world. By giving franchising and licensing to some other
person this means giving them liability to use their logo, trade mark rights and other benefits
which the company raise profits. To engage in this strategy they can earn profits and also provide
chances to other person to be employed and continue their business to bring it into new scale.
Theme 3: Strength and weakness of strategies to enter into the emerging market
As per Lasserre, (2017) stated that Strength of internet selling is that they can attract the
customers from anywhere and customers can easily purchase the products and avail the services
through online marketing only. Online selling of products also increase the profits of the
company and they can also know the feedback and reviews of the products closely. They can
maintain the close relationship with the customer sand also attracts their customers towards their
products.
Hair Jr and et.al., (2015) examined that weakness of internet selling is that due to offering
discount in offers sometimes misguide the customers towards the products which reflects the bad
identity of the company. As the same products and its demand can be less if customers are
engaged with the same product every time. As the taste of customers are frequently and they
demand new product every time which affects the online market if they deliver the same product.
There are many chances of committing fraud in case of payment option. If any hacking in
company profile results to loss of customers interest to engaged with their products in near
future.
Piercy, (2016) suggested that strength of Franchising and licensing is that the franchisee
have the high rate of growth and success for choosing the Sainsbury company as this is already a
famous company and customers are already attracted with there products. Thus, franchisee have

to struggle less to attract the customers interest. If the franchisee take loan from the bank they
can easily get if they take franchise of some renowned company.
According to Groshen and et.al., (2017) reviewed that to give the franchise to the person,
they have the full right to use the company name and logo and there are more chances to commit
some fraud in terms of that name. As Sainsbury is the most famous brand name and if they
provide franchise to any person they have the full rights to use that name and even for some
personal use. As the franchisor can't handle that person personally so various norms are set in
case of restriction for fraud commitment.
RESEARCH METHODOLOGY
Research methods which assist in conducting the research in the effective and efficient
manner. It consist of methods such as research philosophy, approach, design, data collection,
data analysis, sampling etc.
 Research philosophy : It is the belief about the way in which the data about the
phenomenon is gathered. There are two research philosophies which consist of
positivism and Interpretivism (Cuervo-Cazurra, 2016). Positivism philosophy is highly
structured and include the large samples. the measurement by using this philosophy is
based on the quantitative technique. Interpretivism philosophy include the small samples
on the basis of which the information is gathered and analysed in order to conduct the in-
depth research regarding the study. In this study, the researcher had been applied the
Interpretivism philosophy in order to gather and analysed the in- depth information.
 Research approach : It is the plan and procedure that include the steps for conducting
the research. there are two research approach which consist of Inductive and deductive.
The deductive research approach include developing the hypothesis which are based on
the theory in order to identify the information for the research. The Inductive approach
does not include developing hypothesis for the testing the observation as it is based on
the theory (Luo and Bu, 2018). In the present research, Inductive approach has been
considered in which the observation will be tested on the basis of theory in order to
gather the in- depth information regarding the study.
 Research design : It is the way through which the whole study is being structured. there
are two research design which consist of qualitative and quantitative. The qualitative

research design include the views and opinions of the people regarding the subject
matter whereas in the quantitative research design it include the numerical data in order
to conduct the research. In the present research, Researcher has been used the Qualitative
research design through which the whole study will be conducted (Hosea and Marciano,
2016).
 Data collection methods : It is the way through which the information regarding the
research is being gathered from the different sources. There are two method of collecting
the information which consist of primary and secondary data collection method. primary
data collection means using the first-hand information through the help of survey and
interviews in order to identify the accurate and reliable information regarding the study.
secondary information is used from the different books, internet sources, journals, articles
etc. in order to have the information which is being collected by the other research. In the
present research, both primary and secondary information has been considered (van der
Meer-Kooistra and Kamminga, 2015).
 Data analysis : It is the method to analyse the information gathered through different
sources in order to identify the useful information. there are two method of data analysis
which consist of thematic and SPSS (Beamish and Lupton, 2016). In the present study,
thematic analysis has been used in order to analyse the information.
 Sampling : It is the way for gathering the sample from the large population in order to
gather the information. there are two methods of sampling which consist of probabilistic
and non- probabilistic (Buckley and Casson, 2016). In the present research, Simple
random sampling has been considered in which the information will be gathered through
using the samples of 20 employees of Sainsbury.
 Ethical consideration : It is the norms and ethical standards which are required to
consider while conducting the research. In the present research, the researcher has taken
the informed consent of the respondent in order to disclose the information provided by
them regarding the study. 575
Time Plan:
Activity 1th
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Select the
research
topic which
is interesting
and unique to
research on.
Conduct a
literature
review on the
selected topic
Tools used
for
evaluating
the research
methodology
Relevant
factors are
analysed
After
analysing the
factors,
questionnaire
are prepared
on the factors

which are
selected.
Facts and
figures of the
topic are
collected.
Facts and
data are
analysed by
the thematic
method
After
analysing all
such data
they are to be
rechecked
again.
Finally,
submit the
reports with
rectifying all
the errors.

PART 2 : RESEARCH & REPORT
Questionnaire
(Enclosed in appendix)
Data analysis
Theme 1 : In- depth information regarding the term "globalisation"
Particular Respondents (20)
Yes 15
No 5
Interpretation : From the above analysis, it can be interpreted about the number of
respondents which have in- depth knowledge and information regarding the term "
globalisation". From the above table and graph depict the information that many of the people
have knowledge about the term globalisation. Around, 15 respondents out of 20 provided their
views that they have in- depth knowledge about the term" globalisation". The globalisation is
refers to the way geographical dispersion of the good and services provided by the organisation.
the terms globalisation is gaining popularity as many of individuals are getting the knowledge
Yes No
0
2
4
6
8
10
12
14
16 15
5
Respondents (20)

and understanding of the benefits of globalisation and thus there have been increase in the
number which have knowledge and understanding about the globalisation. Around 5 respondents
provided information that they does not have in- depth information and knowledge regarding the
concept of globalisation (Rosado-Serrano, 2017). With the help of globalisation the
organisation are able to adopt the different opportunities which assist in the growth and success
of the firm. as per the views of respondents it is being identified that the most of the people have
knowledge and understanding of the term and concept of globalisation.
Theme 2 : The factor of globalisation that affect business growth
Particular Respondents (20)
Technology advancement 6
Government policies 4
Both of them 10
Technology advancement
Government policies
Both of them
0
2
4
6
8
10
12
6
4
10
Respondents (20)
Interpretation : From the above graph and table which has provided information
regarding the different factor of globalisation which have their impact on the business growth.
The graph presented above provided the different factors of globalisation which consist of
technological advancement, government policies etc. which have a great impact on the business

growth. The technological advancement refers to the change in the technological tools and
techniques which have a great impact on the business success and growth because if the firm
does not adopt the technological changes which are occurring in the environment than it will not
able to provide the customers with the products and services as per the market trend. If the
organisation adopt the technological changes than it will be able to gain competitive advantage
against the competitors which will help in increase the customer base of the firm and the brand
image of the organisation (Yan and Luo, 2016).
Another factor of globalisation is the government polices which are not stable and
changes due to which organisation have to face the political risk which have their impact on the
business growth and success. The above table and graph provide information that both factors
have a great influence on the business growth and success because out of 20 respondents 10 said
that according to them both technological advancement and government policies have their effect
on the business growth. This analysis is being supported with the literature review because that
provided information that technology have a great impact on the business growth because it
provide the firm with the new opportunities to attract customers towards the products and
services of firm.
Moreover, the government policies changes such as change in taxation rate will have a
impact on the business profitability. as per the secondary information gathered which is provided
in the literature review assist in identifying that technological advancement and government
polices have their impact on the business growth and success (Proctor, 2018).
Theme 3 : Marketing strategy adopted by business assist in entering the emerging market
Particular Respondents (20)
Strongly agree 10
Agree 5
Strongly disagree 2
Disagree 3

Interpretation : From the above table and graph, it can be interpreted that 10 respondents have
strongly agreed that marketing strategy adopted could significantly affect an organisation in
entering into emerging market. Majority of people have strongly agreed that marketing strategy
of a company can assist it in paving its way into different emerging markets of the world which
could lead to enormous expansion of the business in the overseas. 5 out of the total respondent
have agreed that marketing started can help the Sainsbury in expanding its business overseas
while 2 respondents strongly disagreed that marketing strategy cannot assist the company in
entering into different markets and 3 just disagreed the same. There could be different marketing
strategies that could allow Sainsbury in entering into emerging markets such as market
penetration, market development, product development or diversification. These strategies are
used by the organisations in expanding their business into the different markets and parts of the
world.
Market penetration is the marketing strategy of growing the business by existing products
and services into the existing markets. It basically means that organisation tries to enlarge its
market share by the use of its current products and services. This is done by decreasing the price
of the offerings,, increasing the efforts in marketing campaigning, promotions, and distribution
support (Wu and et.al., 2016). Another way in which an organisation can enlarge its market share
is by acquiring a rival in the same market. The other strategy is the product development. In this
Strongly agree Agree Strongly disagree Disagree
0
2
4
6
8
10
12
10
5
2
3
Respondents (20)

strategy, a firm tries to grow its business by introducing new products and services in the
existing markets. This could involve launching of the extended range of the already existing
products and services in the market. Diversification is another strategy where the company enters
into new markets with new products and services. This strategy is considered as the most risky
strategy because it requires the development of both market as well as product. Failure of which
lead to serious financial losses for the company (Li, Cui and Lu, 2018). However, the biggest
advantage of this type of strategy that it allows to diversify its business risk. 10 respondents said
that they strongly agree that such market strategy could be helpful for the company in extending
this business in the new markets of the world while 2 respondents said that they strongly disagree
the idea.
Theme 4 : Strategies that can be adopted for entering the new market
Particular Respondents (20)
Internet selling 3
Franchising and licensing 5
Joint venture 4
All of the above 8

Interpretation : It can be seen from the table and graph that majority of the respondent that is 8
respondents out of 20 believed that the organisation can adopt internet selling, franchising &
licensing, joint venture for the purpose of entering into the most emerging markets across the
world. Internet selling is the process whereby the trading takes place on the internet. This means
that an organisation can enter into new markets by selling its products and services online to the
customers (Kim, Hoskisson and Lee, 2015). This method is cost effective as it eliminates the
requirement of establishing the actual office premises in the intended countries where the
company wants to extend its operations. 5 respondents gave the answer that they believe
licensing and franchising is the best way of entering into the emerging markets. Franchising is
the process where the organisation provides permission to another person to replicate the
business of the organisation in another location. This permission is given in lieu of fees from that
another person. In licensing, the company gives license in lieu of license fee to allow other
person in other country or place to sell its products and services. The major advantage of these
methods are elimination of cost of development of premises in foreign places, lower marketing
costs. The limitation of this gateway of entering into new market is that disputes may arise
between franchisee and franchisor which could adversely the business of the organisation.
4 respondents were of the view that joint venture is the appropriate way of entering into
the new foreign markets. In joint venture, is an arrangement between two or more persons/
Internet selling
Franchising and licensing
Joint venture
All of the above
0
1
2
3
4
5
6
7
8
9
3
5
4
8
Respondents (20)

organisations for pooling their resources for the purpose of the attaining a specific tasks or
objective. This is basically a partnership or alliance to share the markets. The biggest advantage
of joint venture is that joint venturers are not required to pay taxes as a business entity. This
significantly reduces the cost of organisation in expanding their business by the way of joint
venture. Also, the competencies of all the parties are joined together to generate greater
revenues. The drawback of this gateway is that success of the joint venture depends upon the
thorough research and analysis of the aim of coming together. Also, there is a risk of disputes
and there is a disequilibrium in the level of investment, competencies, expertise etc., brought in
by the various venturers into the joint venture (Reijonen and et.al., 2015).
Theme 5 : The benefits of entering emerging market
Particular Respondents (20)
High profitability 4
Increase in customer base 3

increase in market share 3
All of the above 10
Interpretation : From the above graph, it can be interpreted that majority of the respondent from
the sample population that is 10 respondents out of 20 has agreed that entreating into the new
markets of the emerging economies will result into the high profitability, enlargement of the
customer base and increase in the market share of the business entity. All organisation has a
desire of growing and expanding its business in different markets around the world. This is
because of the reasons that expansion of business and operations results into greater profitability
for the company, it increases the number of customers around the world, helps in accessing
masses, capturing large market shares etc.
4 respondent said that they see the move of entering into new emerging markets as the
way of generating higher profits for the company. This will be due the fact that more units of the
products and services of the organisation will be sold in the new markets as customers prefers
new over existing products and services. Also, emerging economies will provide the company a
protection against the recession. 3 respondents said the they believe that entering into new
market would led the company in enlarging its customer base. More number of customer is
directly linked to higher profits for the company. Increase in the market share is the potential
High profitability
Increase in customer base
increase in market share
All of the above
0
2
4
6
8
10
12
4
3 3
10
Respondents (20)

benefit of the entering in to the market. Diversification is one of the major benefit of entering
into the new markets of the world. This is because when the company diversifies its operation's
from one market to another market, it reduces the risk of business failure of one location. For
example, if the company is facing losses at one location, then profits that arr generating from the
emerging markets could be set off against such losses. Thus, profitability of the organisation
could be maintained which eventually will lead to the stability in the financial results of the
business entity (Marquis and Raynard, 2015).
Theme 6 : The disadvantage of entering into emerging market
Particular Respondents (20)
High competition 6
Increase in government intervention 4
lack of labour 2
all of the above 8
Interpretation : From the above the table and graph, it can be interpreted that entering into the
new emerging markets is not as easy as it seems. There are many difficulties and risks that are
associated with the activity of growing and expanding the operations in different countries. The
High competition
Increase in government intervention
lack of labour
all of the above
0
1
2
3
4
5
6
7
8
9
6
4
2
8
Respondents (20)

possible disadvantages of the expansion into the different countries are high competition,
government intervention, lack of experts and skilled labours. 6 respondents out of the 20 said
that the major disadvantage of the taking operations to next level in different country is
challenged by the intense and cut that competition in the market. If the company goes in the new
market, it will face some serious competition from its rivals, international players that ate already
in that international market. Also, competition from the domestic organisations in the same
industry will pose a barrier for the organisation to enter in the emerging economy (Luo and
Zhang, 2016).
4 respondent said that they believe that expanding across the international boundaries will
result into the increase in the government intervention. There are many government policies and
restrictive practises of the government of the intended countries that could make the entry of the
organisation tough in the proposed markets. Generally, government is concerned about the taxes
on the income generated by the company from its countries. This leads to the possibility of
increased interference of the government in the organisation's business affairs. The other
disadvantage is the lack of labour. 2 respondents have said that organisation going international
may face the challenge of inadequate number of labour. Apart from these risks, there are other
risks also such as foreign exchange rates, culture of people in different markets, environmental
risks etc. 8 respondent out of 20 of the sample population said that high competition, increased
interference of government and lack of labour all the disadvantages or challenges that could be
faced by the company intending of growing its business in the new emerging markets.
REFLECTION
From the above research project , I have truly enjoyed the process of conducting research
about how the globalisation has changed the scenario of business organisation and their growth
prospects over the time. For undertaking a research, the first thing I did was to formulate a good
study question that has all the essential aspect which could meet my requirements. The study
question I formulated was – Different strategies that can be employed by a business organisation
for entering into the new emerging markets. I learnt how to develop an aim in the study and what
shall be the objectives of the research which could best meet my requirements and needs. The
aim I set was to identify and examine different strategies that can assist a organisation in entering
into the new markets of the world.

For the research, I collected data from different sources that provided me altogether a
different experience. For the research study purpose, I collected data by different methods. I
read newspapers, journals, articles which are the secondary sources of the data collection for
forming a initial base of the study. This conduction of literature review on the research topic took
me about 2 weeks. After getting myself aware about the topic of the research, it allowed me to
prepare a questionnaire for talking the actual view regarding various aspects of the research
project aim which was- the different strategy that could be used by Sainsbury fort entering into
the emerging economies of the world for the purpose of growth and expansion. This experience
of coming into contact with the people and gathering information first handedly was very
pleasant. This technique of collecting data regarding the research study is called as primary
collection of data. Taking of the data directly from the people gave me a clear idea of their
thinking which further gave shape to my research study. The sample population of the research
was 20 in which qualitative questions were asked to the respondents.
During the research, I came to know that people had in-depth knowledge of the
globalisation concept. About 15 respondents out of the 20 sample population, told me that they
had the deep knowledge of the term globalisation. The other question I asked was factors of
globalisation that can affect the growth of business organisation. Majority of the respondents
gave me the answer that both technological advancement and government policies are the two
factors that can significantly affects the growth and expansion of the business.
From the research, I learnt that business organisation needs to assess various factors such
as political, economical, cultural before entering into any international market. From the answers
that I received from the respondents and from the literature review, I came to know that for
expanding business and operations in the new international markets , an organisation can use
different gateways such as licensing & franchising, joint venture and internet selling. Majority of
the respondents were of the opinion that a firm can use all of these mentioned methods because
of their cost effectiveness. However, when I looked at the other part of the scenario, I learned
that why some preferred only internet selling or joint venture or licensing or franchising. The
reason which I found out was that internet selling is the most cost effective method of expanding
the business because it helps in reaching out to the masses, is available 24*7 and offers
maximum convenience to the customers. This would also help in expanding the customer base
all over the international boundaries.

The other questions that I asked in the primary research about what is the major
advantage and disadvantage of entering into the emerging new markets across the globe. It was
known that increase in the profitability, enlarged customer base and increase in the market share
were the advantages that an organisation would derive by going international in the most
emerging economies. The challenges which could be faced by a company were came out to be
the intense competition from the other international big players and domestic organisations in the
same industry, high level of interference from the governments regarding the trade, taxes and
other affairs of the business entity and lastly the inadequate and inexperienced labour for
operating in the different emerging markets. During the research, I came to know that market
strategy could help the organisation in entering into emerging markets more smoothly. This
conclusion was based on the answers received from the majority of the respondents said the
marketing strategy could make a difference to the company when it intends to expands its
operations in the emerging economies of the world.
On the basis of the information I received by the way of primary research and secondary
research, I have formed some recommendations for the Sainsbury that could be considered by
the organisation before undertaking the activity of moving into the emerging markets of the
world. It would help the management of Sainsbury to form better strategies and tactics for its
expansion into the international markets like which method or gateway would be more useful
and cost effective, will the marketing strategy assist them in entering in different markets, what
will be the factors of the globalisation that could potentially affects the growth of the company,
what benefits it will derive by going international and what challenges it might face during its
expansion.
RECOMMENDATIONS AND CONCLUSION
Recommendations
After conducting a research regarding the different strategies that can be employed by the
organisation for paving its way into new emerging markets, it is recommended to the Sainsbury
that it should consider the gateways of entering into new markets such as internet selling, joint
venture and licensing & franchising. About 8 respondents said that all of the mentioned gateways
are efficient and effective. Internet selling would help Sainsbury in reaching masses and can be
available 24*7 to its customers which would lead to better customer engagement and customer

experience. Also, licensing and franchising would eradicate the cost of development of office
premisses, distribution channels etc. Simply giving the rights of selling the products and services
of Sainsbury by it would help the company in reaching different markets of the world. This
gateway is quite cost effective.
It is also recommended for the company that it should consider various challenges that it
might faces while entering into new international market or new emerging markets of the
growing economies. Firstly, Sainsbury would face high and cut throat competition from the
international giants that are already operating in the intended markets. For facing the
competition, Sainsbury will have to offer something which is highly differentiated from its
rivals, which is of lower price as compared to its competitors and most importantly something
which can meet the expectations of the customers in the different markets. Another disadvantage
of going international was extreme level of interference on the part of government. Therefore, it
is recommended to the Sainsbury that it should formulate such strategies that does not
contravene with the provisions and rules of its own country as well as its the country where it
intends to expands its business. This will help it to avoid the unnecessary intervention of the
government in the business affairs. Also, level of technological advancement and government
policies should be considered by the company before entering into any market of the emerging
economies of the world. This is because these factors will affect the growth of the business of
the company.
Conclusion
From the above research project report, it can be summarised that globalisation is the
integration of business, organisations , governments and people through out the world.
Globalisation has impacted the business world in a very significant as it has allowed the
organisations to expand and grow their business operations in the different parts of the world
which have resulted into the higher profitability, increased customer base, brand image,
reputation and increased market share at the world level. Further, it can be concluded that there
are different market strategies that can make the process of entering into the new emerging
markets more easier for an organisation. For example, market development strategy where the
company enters new market with the existing products and services, product development
strategy where the firm offers new and innovative products and services to its existing markets
and diversification where company offers new products to the new markets.

Moreover, it was discovered during the research that technological advancement in a
country and its government policies largely affects the growth of the business. Technological
advancement in terms of communication and transport infrastructure have the real capability of
triggering the growth and expansion of a business enterprise. Also, government policies such as
restrictive trade policies, high corporate taxes, unnecessary restrictive employment laws, etc., has
the capability of adversely affecting the business operations of the Sainsbury. It was also
concluded that trading online is one of the most effective way of reaching customers in different
parts of the world and is considered as one of the significant gateway of entering into new
markets. However, there is a risk which is involved with conducting business online that there
are numerous online scams and fraud which could severely affects the business of the Sainsbury.
Licensing and franchising are the another gateways which were analysed in the research that
could be considered by the company in expanding its business overseas. These strategies are one
of the cost effective strategies that rules out the requirement of cost of development of office
premises and other business set essentialities. However, there is challenge that is associated with
licensing and franchising is that possibility of disputes on the business matters may affects the
business growth severely. Lastly, it can be summarised that organisation needs to expand their
businesses for achieving the goals and objectives which are specifically higher profitability,
serving masses and attaining highest customer satisfaction This is necessary for the continuous
and peaceful survival in the global market.

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APPENDICES
Name :
Age :
1. Do have in- depth information regarding the term "globalisation" ?
 Yes
 No
2. From the following which are the factor of globalisation that affect business growth ?
 Technology advancement
 Government policies
 Both of them
3. Do you agree marketing strategy adopted by business assist in entering the emerging
market ?
 Strongly agree
 Agree
 Strongly disagree
 Disagree
4. From the following which are strategies that can be adopted for entering the new market ?
 Internet selling
 Franchising and licensing
 Joint venture
 All of the above
5. From the following which are the benefits of entering emerging market?
 High profitability
 Increase in customer base
 increase in market share
 All of the above
6. From the following what are the disadvantage of entering into emerging market ?
 High competition
 Increase in government intervention
 lack of labour

 all of the above
7. provide recommendation for the best strategy which can be employed by business for
entering the emerging market?
..............................