Emerging Business Opportunities of Nisa: Expanding to Online Market

This study explores the emerging business opportunities for Nisa, a retail sector organization, by expanding to the online market. It analyzes the internal and external environments, benefits of online market, and strategic analysis. The study highlights the significance and potential of online marketing for Nisa in terms of improving customer base, maintaining competitive position, and building goodwill.

Business Entrepreneurship (Top-up)
Emerging
business
opportunities of
Nisa

Table of Contents
Background.................................................................................................................................3
Organization and Industry...........................................................................................................3
Reason for research.....................................................................................................................3
Aim and objectives......................................................................................................................4
DATA COLLECTION AND ANALYSIS.................................................................................4
Benefit of online market..............................................................................................................4
Internal analysis..........................................................................................................................7
External analysis.........................................................................................................................8
Analysis of emerging opportunities............................................................................................9
Risk Analysis............................................................................................................................10
Strategic analysis ......................................................................................................................10
Recommendation.......................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Background
In the rapidly changing business environment one thing which is always constant or ever
increasing is amount of the competition faced by all the organization irrespective of the industry
they operates in. One of the concern which all the firms faced in current scenario is to manage
the impact of competition in the market. For the same reason all the organization generally looks
for different opportunity present in the market. One of the growing trend in the market is
expanding business to online platform, as all the organization generally offers better option to the
customer with the help of online. Nisa, one of the emerging retail sector organization is also
looking to expand their business to online platform to manage the level of the competition in the
better and efficient way. This study will cover the point of view of different author about the
topic of the research. After that report covers the different type of the methodology which will be
used to carry out the outcome of the research. After that research Covers the Data analysis and
on the basis of same different recommendation are made to the organization.
Organization and Industry
Nisa, is one of the emerging retail sector organization operating all across the UK. Nisa
used to offer variety of different type of the product to the customer in the market. Nisa is well
known for clothing product which is offered by them in the market. Quality of the product is one
of the USP of the company on which company used to market the different product of the
company in the market. Nisa used to operate in the highly competitive market, as there are good
number of the organization who used to operate in the retail industry of UK. This has created the
variety of issue for the Nisa in regards of managing the different operation of business in the
Industry.
Reason for research
Significance: This research will bring variety of the significance in the market, as with
the help of this research in the market client will find it more than easy to enhance the level of
decision making in organization. Not only that this research will prove as a basis for the scholar
who will conduct same type of the research in coming future or so.
Rationale: There are variety of the reason which had driven the researcher to select
current topic of the research. First reason is the current situation prevailing in the market. It had
been identified that this topic is one of the trending topic in the market and scholar is motivated

to find out the outcome of current issue. Another reason is the personal interest of scholar toward
the study, it had been analysed that researcher was more than interested to build upon the
previous knowledge which is possessed by the researcher.
Aim and objectives
Aim
To identify business opportunities from expanding to online market.
Objective
 To analyse the internal and external environments to identify the opportunities to
expand through the online platform
 To critically evaluate the relevant models that underpin growth strategies for Nisa
Research Questions
1 Does internal and external environment helps in assessing opportunities related to online
platform?
2 Which models underp in growth strategies for Nisa?
DATA COLLECTION AND ANALYSIS
As per (Mandel, 2017) online market is generally regarded as type of E-commerce
market in which the product or the services of the company is offered to the customer on their
convenience. It has been identified that there are many different strategies which are adopted by
different organization to enter into online platform. Data collected with the help of secondary
data has passed on the information that expanding business to online platform will provide good
source of benefit for the business.
Benefit of online market
(Kidane and Sharma, 2016) Explain that with the help of online market Nisa will able to
offer Convenience and Quick service to the customer in the market. Nisa generally used to
operate in the highly competitive market, company like Asda and Tesco are few big competitor
with whom Nisa has to compete in the market. Hence, expanding to online platform will help
them in overcoming issue of competition in the market. As Nisa will able to offer a better option
to the customer in regard to reaching the product of the company in the better way. Hence, it can
be said that there is good sort of opportunity present in front of management to adopt the same.
One of the reason behind justifying the current trend is that after global expansion of Covid 19 it

has been identified that customer is more interested toward online shopping rather than going
into the shop to have their product and services.
Another benefit which has been identified by the author is that this form of market is
generally regarded as one of the costliest form of operation in general. It has been identified by
the author that online marketing will help the company in operating the different operation at
lower cost as with the help of online market, company will find it easy to advertise different
product of the company in the better way in front of the other (Mirza, 2019). Analysing the same
benefit for the Nisa it has been understood that expanding over online market may help the
company in reducing the gap between the company’s resources and competitor resources in the
market. As Nisa used to operate as a SMEs amount of resources available at Nisa are very less as
compare to that of Tesco or Asda in the market. For example Nisa is having just 213 human
resource, whereas competitor like Tesco is having more than 450000 in their organization. Also,
presence of machinery or physical resources are very less for Nisa as compare to the other
competitor in the market. For the same reason it has been understood that expanding their
business to online market will help the company in optimum utilization of limited resources
which are possessed by the organization in general. As expanding to online market will help the
Nisa in overcoming some of the competitive issue which will be faced by them in the long run
(Raghavan, Desai and Rajkumar, 2017).
Another importance and one of the most relevant significance which will be seen by the
Nisa due to online marketing is that it will help the company in improving the target customer
base of the company in the market (Polo and et.al., 2016). As explained and find out in the above
paragraph as well that Nisa is SMEs which used to operate at smaller scale as compare to the
other in the market. This ultimately means that this used to minimize the customer base of the
company in the market. It has been analysed with the help of the market analysis that Nisa
generally used to operate in few states only. Hence, it is good opportunity in front of Nisa to opt
for the online market. Reason behind the same is that it will help them in targeting better number
of customer in the market to sell the product of the company. As it has been identified that
number of customer who used to trust online shopping is too high as compare to the one who
used to love the traditional form of shopping. Hence, collected data with the help of the
secondary data generally helps the researcher in understanding that expanding to the online
market will help the company in improving the targeted customer base of the company.

Company will be targeting more number of the customer segment in the market as compare to
the past. Not only that it had been also understood that with the help of the online market
company will also find it easy to maintain the customer base for longer period of time. Reason
for highlighting the same is that online market generally helps the company in improving the
level of communication with the customer in the market (Varella, Frazão and Oliveira, 2017).
This ultimately result in positive manner for the company to maintain the customer for longer
period of time in the organization. Hence, it another important significance which will be seen by
Nisa in the market as maintaining the customer is the only way around with the help of the same
Nisa can maintain the competitive position in the market in front of other big competitor which
are present.
After that analysing secondary source has helped in understanding that online marketing
also used to help the company in building good goodwill of the company in front of the other in
the market. It has been identified that online market generally help the company in building good
after sales relationship with the customer in the market. This sort of the significance will
ultimately help the company like Nisa in developing good name of the company in front of the
other in the market. It has been understood that with the help of online market Nisa will able to
improve the efficiency and effectiveness of the marketing activity which will be carried out in
the market. It has been highlighted that online market will provide the better resources in the
hand of the Nisa to carry out marketing activity in more effective and efficient way (Lohmann
and et.al., 2019). One of the example is about the market research, it has been identified that
with the help of internet it ultimately used to get easy for the organization to conduct the market
research in the better way as compare to traditional form of business. Reason behind the same
may be because internet marketing used to help the company in touching the customer in the
better way as compare to the traditional marketing.
After going through the data collected with the help of secondary data collection tool and
analysing the same it has been identified by researcher that online market will ultimately bring
good sort of the significance for Nisa to consider. As it has been understood that online market
will help the company in providing variety of the competitive benefit to them, such as it will help
the company in maintaining the customer base in the best way possible. Also, will help the
company in managing good sort of communication in the market and also maintaining the
customer base of the company in the long run. Hence, expanding business to online market will

ultimately help the Nisa in the long run as there is good sort of market opportunity which is
present in the market and company can accept the opportunity as well (Weldy, 2018). At the
same time it has been also recommended to the organization that they have to make sure that
they used to analysis Internal and external position before making any sort of expansion
decision. For the same reason Situational Analysis and risk analysis links with the online market
is as follows:
Internal analysis
Secondary data collected with the help of different sources has helped in understanding
that internal and external both the environment used to pass on the opinion that there is good
opportunity for Nisa to expand. External and Internal environment analysis is as follows:
SWOT
STRENGTH WEAKNESS
 Goodwill: It has been identified that
Nisa is able to build good sort of
goodwill in the market. Reason behind
the same might be good quality of the
product which is offered by the Nisa in
the market (Chintalapati, 2020).
 Resources: Looking at the different
SMEs operating in the market, it has
been identified that Nisa is having good
sort of resources to expand their
business
 Profit margin: It is the biggest
weakness for the Nisa as it has been
identified that profit margin which is
enjoyed by the Nisa in the market is
very less as compare to the other
competitor in the market.
 Customer base: It is another weakness
of Nisa, as it has been identified that
customer base of the company is very
limited. As they generally used to
operate in very small market.
OPPOUTUNITY THREAT
 Expanding to online market: It is one
of the biggest opportunity in front of
Nisa, as it has been identified that
organization can look to expand to
online market. This will ultimately help
the company in improving their resource
base.
 Legal Threat: Legal threat is one of the
biggest threat which will be seen by the
company due to expanding to online
market. As there are many different type
of laws linked in regard to operating at
online platform (TolonenTorralbo,
2019).

 New technology: There is good sort of
opportunity in front of Nisa to use New
technology to produce goods in the
organization.
 Competition: Amount of competition is
very high in the market. Hence, it may
create variety of the issue for the
company in the coming future.
After going through the SWOT analysis it has been identified that Nisa is in good shape to
expand their business to online market as well. Reason behind the same is that organization is
having the resources to expand their business to online platform.
External analysis
Political Factor: There is good sort of political stability in the market, also all the political
parties in the nation used to support the online trading in the market. This is very good sign for
Nisa, as they will get good sort of support from government of nation.
Economic Factor: Looking at the economic condition it has been identified that economy of UK
is way better than other nation. It will eventually help the organization in sourcing good sort of
fund to carry out different operation which will require operating on to online market (Ab Yajid
and et.al., 2020).
Social Factor: There is good sort of need and preference in all the customer in regards of using
online market to make different purchase. Hence, there is good sort of opportunity in front of
Nisa to expand their business to online market.
Technology factor: Secondary data collected with the help of different sources has helped in
understanding that there is good sort of need of new technology among different organization
when they are looking to operate in online market.
Legal Factor: There are variety of different type of Legal factor which are linked in regards of
operating in the online market. So organization has to make sure that they are considering variety
of legal factor at the time of expanding their business to online market (Gökşen and Karabacak,
2018).
Environmental Factor: There are varieties of environment factor which are also linked with
expansion of company on online market. As it used to consume a good sort of natural resources.

So it has been identified that company has to make sure that they also used to look at the CSR
activity of organization as well.
Analysis of emerging opportunities
Porter five forces
Threat of new entrance: It can be stated that threat of new entrance is high in retail industry as
new individuals are planning to start their operation in same in order to earn profit. Therefore,
nisa by building strong relationship with customers can create barrier for new entrances.
Threat of substitute products: There are small companies like Nisa that tried to provide
similar products to customers so threat of substitute is moderate. So, company by improving its
products quality can cope up with threat of substitute products.
Existing rivalry: There are many competitors of Nisa so company in order to grow and sustain
in market needs to unique or differentiate its products and services thereby people are influence
to be part of organisation.
Power of consumers: End users have more power than company in recent scenario due to
availability of alternative options in retail industry thereby Nisa needs to change its products or
delivering method as per taste and preferences of customers.
Power of suppliers: These individuals have lower power as there are suppliers that are ready to
provide qualitative raw material at cheaper rates to customers. Thereby, nisa by maintaining
strong relationship with customers can expand its business.
After going through the external analysis it has been identified that there is good sort of
opportunity for Nisa to expand their business to online market. Thus, form the above analysis it
can be stated that company have opportunities to expand its business operation in new emerging
market or countries by using existing or new products and services in order to enjoy more
profitability. Nisa has also opportunities to make optimum use of digital technologies to
delivered services that are beyond customers expectancy thus it is able to gain competitive
advantages. Company by making use of digital technologies can easily generate awareness
among large number of customers thus motivated them to become crucial part of organization so
that it can attain its respective goals. Development in technology, changes in customers

preferences that is more personalized services, reduction in cost and more benefits are some
benefits that have motivated Nisa to make use of digital platform to attract millions of customers.
Further with help of the Porter Five forces it was seen that the power of buyers are very high and
because of this the company Nisa need to pay more attention towards the taking care of the
recent trend of the consumer. Thus, developing the business in accordance with the present
trends of consumer is also an important opportunity for Nisa.
Risk Analysis
There are variety of different type of risk which are also associated with making decision in
regards of expanding business to online platform. Some of the risk which are associated with
online marketing is as follows:
Increase Cost: It has been analysed that operating on online platform generally used to
increase the cost of the company in the initial stage. Reason behind the same is identified that
organization has to invest good sort of the resources to carry out different operation on online
platform. This generally used to increase the cost of the company in the long run.
Negative marketing: It has been also identified that online market some time used to
create the situation where competitor in the market generally uses the online platform to create
wrong image of company in front of the other. For the company like who generally used to
operate at small scale, negative marketing can create variety of the issue for the company in the
long run.
Strategic analysis
With the above analysis it is clear that after the internal and external analysis the most
important thing for the company Nisa is to make the strategies for getting the work done in right
manner. For this the Ansoff strategic model is being applied by Nisa in the following manner-
 Market penetration- this is a strategy in which the company try to increase the sales with
the help of the existing product in the existing market only.
 Product development- this is another major strategy under which the company will
majorly focus on the introduction of the new product within the existing market only.
 Market development- this is a type of strategy in which the company tries to enter into
the new market with the help of the existing product only.

 Diversification- in this strategy the major focus of the company is over the entering into
the totally new market with the help of the new product.
From the above the major strategy selected by Nisa must be product development. The major
reason for this is that when the company will try to develop some new product for the existing
market only then this will attract the consumer to a great extent and the market share of the
company will increase.
Recommendation
In the end from the above whole discussion it is clear that there are many different areas
in which the company need to have improvement. Thus, some of the recommendation for Nisa
are as follows-
The major recommendation is to invest a sum of money in the digital marketing. This is
particularly because of the reason that when the company will not have proper digital presence
then this will affect the working of the company and the marketing of the company to a great
extent.
In addition to this another major recommendation is that the company must hire an
individual person who will be responsible for only researching the recent changes within the
market. This is particularly because of the reason that when the company will have an individual
person then their sole responsibility will be only researching for latest changes.
CONCLUSION
In the end it is concluded that for the business to be successful the most essential thing is
the proper management of the business to a great extent. From the above discussion it was clear
that the use of internal and external analysis is of much importance as this assist the company in
managing the business is helpful. Further it was analysed that the use of analysis of opportunities
is also very important as this assist the company in analysing that whether the business
opportunity will be successful or not. Further, in the end it was seen that analysing the risk is also
important and for the strategic development the product development strategy was helpful for the
company to grow.

REFERENCES
Books and journals
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Varella, R. R., Frazão, J. and Oliveira, A. V., 2017. Dynamic pricing and market segmentation
responses to low-cost carrier entry. Transportation Research Part E: Logistics and
Transportation Review. 98. pp.151-170.
Mandel, M., 2017. How ecommerce creates jobs and reduces income inequality. Progressive
Policy Institute, pp.1-28.
Kidane, T. T. and Sharma, R. R. K., 2016, March. Factors Affecting Consumers’ purchasing
Decision through ECommerce. In Proceedings of the 2016 International Conference
on Industrial Engineering and Operations Management Kuala Lumpur,
Malaysia (Vol. 8, No. 10, pp. 159-165)