Emerging Issues and New Challenges

This assignment provides a comprehensive overview of the emerging issues and new challenges in retail supply chain management. It covers various topics such as globalization, innovation strategy, product development, experiential marketing, business globalisation, and firm resources. The assignment includes a list of references from academic journals and books, providing a solid foundation for research and analysis. Students can access the best past papers and solved assignments on Desklib to improve their understanding and skills in retail supply chain management.

Templates
Research Proposal Form
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... Date ...........................................
Unit 11: Research Project......................................................................................
Proposed title ... the strategies employed by business to enter the emerging
market...............................................................................................................................................
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Section One: Title, objective, responsibilities

INTRODUCTION
Globalisation is a process by which the people, companies and other
business are linked with international market. They bring their business into
the market to make various strategies to enhance good reputation and increase
their goodwill. To enter business into different countries social and cultural
aspects have major impact on establishment of business. Business uses
various new strategies to expand their business and earn more profits. Present
research is based on Zara company which was founded in 1975 by Amancio
Ortega and Rosalia Mera. It is the world largest retails store and their products
are clothings and accessories. Zara had enhanced their brand name in the
emerging Market and make it successful. At present, they have approx 10,000
stores worldwide. This report includes the research about the Zara company to
enter into the global world and various strategies the researcher uses to collect
data regarding that company.
Background
In this emerging world, every businessman wants to grow their
business and expand their brand name in the global market. Expansion comes
with lot of risk associated with the image of the company and if business
becomes ready to face the challenges with the competitors, they enter into the
emerging market to face tough competition with the competitors.
Globalisation provide opportunity to the companies, business and people to
bring their business and expand them globally (Globalisation, 2019). They
provide various strategies and techniques to promote the business. Nowadays
social media marketing are the biggest aspect to encourage the business
activities and employees engaged with the business. They promote their
business through advertisement, campaigns and other techniques to encourage
business and also motivate employees to work hard to achieve goals.
Zara uses various strategies to enter into market but due to strong
brand position they already cover the image of goodwill among customers.
They had set their revenue in 2018 as approx $18.9 billion annually which

results in high estimated earning for the company. This research evaluates the
various other strategies which company adopts to make more successful brand
name. As there are many competitors in comparison to Zara and they also use
many strategies to attract the customers.
Aims & Objectives
Aim:
“To Outline the strategies employed by business to enter the emerging market
- A study on Zara”
Objectives
 To identify the factors which have impact on business while entering
emerging market.
 To outline the strategies which can be employed by Zara to enter
emerging market.
 To articulate the benefits of entering the emerging market by using
various strategies for Zara
 To recommend the effective strategy which can be adopted by Zara
Research Questions
 What are the factors which have impact on business while entering
emerging market ?
 What are the strategies which can be employed by business to enter
the emerging market ?
 What are the benefits of entering the emerging market by using
different marketing strategies ?
 What are the recommendation for the effective strategy which can be
adopted by Zara to enter the emerging global market.
Section Two: Reasons for choosing this research
project

Rationale of research
Researcher selects this topic they are interested in knowing the
company working and their strategy to maintain the brand name in the
market. They select this topic to manage new changes and amendment
comes up in the emerging market and business uses various strategies to
overcome from such challenges. Researches finds this topic interesting
and also some related to their interest as identifying more about the
company brand name and their working in the business to make it
successful. Researcher selects this topic as at can bring lot of changes in
the global environments and can raise various issue which affecting the
global world. Researcher finds this topic interesting as various researcher
had already researched on this relevant topic and gather many facts and
data.
Section Three: Literature sources searched

LITERATURE REVIEW
Theme 1: Concept of emerging Market and its importance in emerging in
market segments.
Mohr and Batsakis, (2018)Suggested that the emerging market is mainly used
by country to emerge their business into global market to bring their business
to earn more economy and stable their business for longer term. Thus, the less
developed countries emerge their business into developing nation to improve
their potential of earning and improving their livelihood in better way. Thus, it
is important to configure the developed nation to emerge their products and
services to developing nation by increasing their economy and growth rate at
larger scale.
THEME 2 : Factors which have impact on business while entering
emerging market.
According to Steenkamp, (2019) examined that rules and regulation
imposed by government are different for different countries. To expand the
business into the global market, the challenges which the business have to
face is mostly related to imports and export of goods and services. Every
country has their polices to allow the business to bring their products in the
market and grow their business. But government impose certain norms which
helps them to clarify all the working regarding expanding their business.
Piercy, (2016)., argued that imposing rules helps companies to reduce the use
of resource and also produce the products according to needs and demand so
the customers. As if the business grow their business continuously it results in
affecting more economy to the country as if the population are less and
business are more it affects the environmental factors as well.
As per Shin, (2019) Cultural is the major aspect which have impact on
business while emerging in global market. As every country has different
culture to execute their business plan strategy and they fail to expand their
business because they are not familiar with that culture. With this effect, many
business and companies not feel comfortable to take risk to enter into the

emerging market. They use translator language device to communicate
effectively and discuss the minute factors which affect their business in near
future. Kilian, (2016) viewed that Culture difference is not the major issue, if
the business has strong capability to enter into the market then they can
convince the competitors to deal with them. They use various new
technologies to enhance the communication skills and discuss the related
matters online only. They can deal their business activities and expand their
business without affecting the cultures and their availability in the market
regarding the resources.
THEME 3 : Strategies that can be employed by business to enter into the
new market.
Bathelt and Conserva, (2018) examined that Internet selling is the best
strategies to enter into the new market to build goodwill. Nowadays, customer
are spending more of their time on social media and usually prefer home
delivery of products and services. Their only demand is that they get the
products at reasonable price with good quality. Internet selling is the best
method to promote the product and also discover new changes in the existing
product by reviewing the customer needs. They get the recent updates of the
clothing and accessories which the company is offering. Also, company offer
discount to their premium customers to enhance the productivity and stability
of the company in the market. Mohr and Batsakis, (2018) suggested that
sometime internet selling is very crucial and complicated for the customers.
As many times the payment is deducted and the orders are not confirmed. The
customer's have to face big trouble while buying their products through online
services. Mostly problem occurs due to not getting proper feedback reviews
which is raised by the customers. This results in lack of interaction between
the customer and company.
According to Cao, Navare and Jin, (2018) stated that the strategies that
helps the companies to enter into the emerging market is related to
franchising. Franchising of business helps the company to grow more and

build a strong brand name in the market. Companies mostly prefer to
franchise their business into different countries through their dealer and to
increase the productivity and ageing population this strategy helps them to
grown in near future. Los, Timmer and de Vries, (2015) suggested that to
adopting this strategy they have to sacrifice the trade mark with the dealers
also have to share the important matters with them. As they are carrying their
brand name and if the dealer commit fraud regarding any of the products it
directly reflects the reputation of the company. As customers expect trust and
honesty in the products which is anyone damages it, it affects their interest.
THEME 4 : Benefits of entering into emerging market through various
strategies
As per Gassmann, Frankenberger and Csik, (2016) stated that the
benefits relating to adopting internet selling strategies helps the Zara company
to increase demand of their products in the market. As by judging the interest
of customers regarding the product they can increase the sales in the
company. They encourage the employees to work hard which results in
increasing the productivity in the company. This is helpful in case if they
launch new product in the market. To attract customers, advertisement and
promotion of product are the best way to fulfill the customer demand by
launching new and innovative product in the market. Steenkamp, (2017)
viewed that through online selling it results in more changes of infringement
of pattern. As Zara company had tag line brand name of the products which
are not easily available in the market but still competitors can crack that
pattern if they are huge in demand. They attract the customers through low
pricing with good quality. Online selling are not properly secured and there
are more chances of hacking that website.
Lorange, Ichijo and de Onzoño, (2018) suggested that this strategy
helps them to grow their business of the country is surrounded with more
population. As more population results in more business which helps them to
grow at large scale. Company can expand their business if customers love

their brand and their products are more demanding (The advantages of doing
business in an Emerging Market, 2019). This large number of population
enables them to bring more benefits in terms of profits and also risk is less
when they are succeeded to manage the customers interest towards their brand
name. Segal‐Horn, (2015) argued that large population result in large demand.
As Zara is the retailer brand and it results in more wastage occurs. As due to
changes in customer demand results to changes in products and for that more
resources are utilized to develop and innovate new products in market. This
strategy reflects the working of environment and the major factors which
affect the image of the business.
Theme 4 : Effective strategy which can be adopted by Zara to enter the
new market.
According to Hanson and et.al., (2016) stated that Zara adopted
Franchising strategy to enter into the new market. This strategy helps them to
expand their internal operations and stores in some other place and also fulfil
the customer need more effectively. To expand business they have to give
their trademark right to the franchisee to carry on their business activity and
provide profits in near future.
Kilian, (2016) Criticised that to adopt this strategy it also comes up
with risk that Zara had to face to emerge in the global world. Franchising
means giving rights to use their name which can be misused their brand
image and pattern which are copyright. As many competitors enter into the
merging market ad they use the same products with different name this affect
the business of the company and also their reputation in the merging market.
Section Four: Activities and timescales

ACTIVITIES AND TIMESCALE
Activities
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Selection of
research topic
Creating aim and
objectives
Defining research
questions
Determining the
rationale behind
research
preparing literature
review
collecting the
information
preparing
questionnaires
analysing the data
providing
recommendation
conclusion of report
final submission
Milestone one: .........................................................................................
Target date (set by tutor): .........................................................................................
Milestone two: .........................................................................................
Target date (set by tutor): .........................................................................................
Section Four: Research approach and methodologies

RESEARCH METHODOLOGY
Research philosophy : It is the belief through which the data about the phenomenon is gathered.
Its types are positivism and Interpretivism. The research philosophy help in gathering the in- depth
information regarding the topic to identify the accurate and reliable information. Positivism philosophy is
based on the factual information and thus only factual knowledge is gained through the observation
(Fernie and Sparks, 2018). The positivism philosophy include the large samples and the technique used of
measurement is quantitative. Interpretivism philosophy is used to gather the in- depth information
regarding the research through the use of small samples. It uses the qualitative technique for the
measurement. The proposed research will include the Interpretivism philosophy in order to gather the in
depth information regarding the research topic.
Research approach : It is a plan and procedure for conducting the research. There are two ways
through which the research can be conducted, and they are inductive and deductive. In the inductive
approach, the hypothesis is not developed whereas the observation are being tested on the basis of theories
which are being identified on the basis of this research whereas deductive approach include creating
hypothesis on the basis of theories to test the observation and identify the results (Christopher, 2016). In
the proposed research, inductive approach will be used in order to gather the in- depth information
regarding the topic.
Research design : It is the way to answer the research questions. It is the strategy implemented to
conduct the research. It consists of qualitative and quantitative research design (Kaplinsky and Morris,
2016). In the qualitative research design the information based on the theories and does not include the
numerical figures. The research design also consist of exploratory and descriptive research design.
Exploratory design include the specific area of the research whereas descriptive design is based on cause
and effect relationship. It is used to gain the understanding based on opinions, views of people. This
research will include the qualitative research design in order to gather the views and opinion regarding the
research topic.
Data collection : It is the way through which the information is collected from the different
sources. It consists of primary and secondary methods through which information regarding the topic can
be collected. Primary data collection method include the use of first-hand information through the help of
interviews, questionnaire, survey etc. Secondary data collection method include the use of published
sources in order to gather the information. (De Mooij, 2018). It uses the information from sources which

consist of books, articles, journals, internet sources etc. In the proposed research, it will use both primary
and secondary data collection method. In primary research it will include the questionnaire through the
question regarding the topic will be asked the respondent to gather the information. The secondary data
will be collected though Internet sources, books, journals, articles etc.
Data analysis : It is way to analyse the information which is gathered through different sources. It
includes the use of different technique to analyse the information in order to identify the useful
information regarding the research (Hanson and et.al., 2016). It consists of Thematic analysis and SPSS.
The thematic analysis include the qualitative analysis in which the information is analysed by identifying
the views and opinions of different individuals. The analysis through SPSS include the use of quantitative
technique to analyse the information through the help of various test. In the research, it will use the
thematic analysis for conducting the research. Data analysis assist in identifying the useful information
from the information collected from the different sources in order to conduct the research in the effective
and efficient manner.
Sampling : It is the way through which the information is gathered on the basis of taking samples
from the large population. It consists of probabilistic and non probabilistic sampling. The probabilistic
sampling include choosing the sample on the basis of probability to provide every one with equal chance
of being selected in the sample from the large population (Steenkamp, 2019). Non - probabilistic sampling
does not provide everyone with equal chance of being selected. In the proposed research, It will include
then non probabilistic sampling in which the simple random sampling will be used to get the sample for
research. It will include the sample size of 20 managers of Zara to gather the information. By taking the
reviews from managers they give the exact information about the company workings and the strategies
which they used to attract customers towards their products and services. Thus, there are more chances to
get more accurate information from the research perspective.
Ethical consideration : The ethics and standards are required to be followed
by researcher for conducting the research. The ethical consideration help in
performing the research in the effective and efficient manner. In the present
research, the researcher will take the informed consent of the respondents in
order to disclose the information to gather from them (Wang, 2018).
Moreover, it is required that the researcher must not disclose identity of the
respondent and ensure the confidentiality of information while conducting

the research.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another qualification and is
appropriate.
Agreed: .................................................................................... (name) .................................................................................... date) ......................................................
Comments and agreement from project proposal checker (if applicable)
Comments (optional):
I confirm that the project is appropriate.
Agreed: .................................................................................... (name) .................................................................................... date) ......................................................
ETHICAL APPROVAL FORM
Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.
Section 1: Basic Details
Project title: ........strategies employed by business to enter the emerging
market................................................................................................................................................
.........................................................................................................

............................................................................................................................................................
.......................................................................................................................................
Student name: ...................................................................................
Student ID number: ...................................................................................
Programme: ...................................................................................
School: ...................................................................................
Intended research start date: .............................................
Intended research end date: .............................................
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project:
• Interviews:
• Questionnaires: Yes
• Observations:
• Use of Personal Records:
• Data Analysis:
• Action Research:
• Focus Groups:
• Other (please specify):

Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998) Yes: ✔ No:
Who will have access to the data and personal information?
During the research: Researcher
Where will the data be stored? Laptop
Will mobile devices such as USB storage and laptops be used? Yes:✔ No:
If yes, please provide further details: After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format? Will data be kept for use by
other researchers?
Yes: No:✔
If yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns? If so,
please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
• Informed consent.✔
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.

• Confidentiality/anonymity. ✔
• Disclosures/limits to confidentiality. ✔
• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
• Reporting.
• Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research
and Ethics Policy: Yes: ✔ No:
I have discussed the ethical issues relating to my research with
my Unit Tutor: Yes: No:
I confirm that to the best of my knowledge:
The above information is correct and that this is a full description of the ethics issues that may
arise in the course of my research.
Name: ..............................................................................................................................................
.......................
Date: ...................................................................................
Please submit your completed form to
..........................................................................................................................................................
............

REFERENCES
Books and journals
Bathelt, H. and Conserva, N., 2018. Globalization and institutional change in Italian industrial
districts. In Knowledge and Institutions. (pp. 247-269). Springer, Cham.
Cao, L., Navare, J. and Jin, Z., 2018. Business model innovation: How the international retailers
rebuild their core business logic in a new host country. International Business
Review. 27(3). pp.543-562.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fernie, J. and Sparks, L. eds., 2018. Logistics and retail management: emerging issues and new
challenges in the retail supply chain. Kogan page publishers.
Gassmann, O., Frankenberger, K. and Csik, M., 2016. Innovation Strategy: From new Products
to Business Model Innovation. In Business Innovation: Das St. Galler Modell. (pp. 81-
104). Springer Gabler, Wiesbaden.
Hanson, D. and et.al., 2016. Strategic management: Competitiveness and globalisation. Cengage
AU.
Kaplinsky, R. and Morris, M., 2016. Thinning and thickening: Productive sector policies in the
era of global value chains. The European Journal of Development Research. 28(4).
pp.625-645.
Kilian, K., 2016. Experiential marketing and brand experiences: A conceptual framework.
In Memorable Customer Experiences. (pp. 45-64). Routledge.
Lorange, P., Ichijo, K. and de Onzoño, S. I., 2018. Business Globalization: The Nightmare of
Populism and the Hopes Brought by Technology. In Business Despite Borders. (pp. 1-20).
Palgrave Macmillan, Cham.
Los, B., Timmer, M. P. and de Vries, G. J., 2015. How global are global value chains? A new
approach to measure international fragmentation. Journal of Regional Science. 55(1).
pp.66-92.
Mohr, A. and Batsakis, G., 2018. Firm resources, cultural distance and simultaneous
international expansion in the retail sector. International Business Review. 27(1). pp.113-
124.
Piercy, N. F., 2016. Market-led strategic change: Transforming the process of going to market.
Routledge.
Segal‐Horn, S., 2015. Globalization of service industries. Wiley Encyclopedia of Management.
pp.1-8.
Shin, S. I., 2019. Transforming into Fashion Firms or Multi-Country Suppliers? Accounting for
Varied Firm Trajectories in the Deindustrialising Korean Apparel Industry. The Journal of
Development Studies. 55(1). pp.1-18.

Steenkamp, J. B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Steenkamp, J. B., 2019. The uncertain future of globalization: implications for global consumer
culture and global brands. International Marketing Review.
Wang, Y., 2018, July. An Exploratory Study of Brand Strategy in Fast Fashion Brand--Using
Zara as an Example. In 3rd International Conference on Contemporary Education, Social
Sciences and Humanities (ICCESSH 2018). Atlantis Press.
Online
Globalisation. 2019. [Online]. Available through:
<https://www.economicsonline.co.uk/Global_economics/Globalisation_introduction.html>
The advantages of doing business in an Emerging Market. 2019. [Online]. Available through:
<https://smallbusiness.chron.com/advantages-doing-business-emerging-market-
22717.html>.