Impact of Strategies in Global Trade: A Case Study on Avenue Supermarkets Limited

This dissertation evaluates the impact of different strategies implemented by companies in global trade, with a case study on Avenue Supermarkets Limited. It explores the growth and success of the company in the international market and the various strategies adopted by the firm. The study also analyzes the data collected through questionnaires and provides recommendations and conclusions.

DISSERTATION
(To evaluate impact of diff. Strategies
implemented by companies in global trade. A
case study on retail sector)

ABSTRACT
Globalisation is the practice of integration and the interaction among the people,
companies and the government across the globe. It has been grown because of the advancement
in the communication and the transportation technology. With increased worldwide interactions,
growth of the international trade, culture and ideas are resulted. Globalisation has a greater
impact on the strategies adopted by the various companies as it creates opportunities for an
enterprise for tapping larger market across the globe. The present study is based on Avenues
supermarket Ltd, an Indian company that owns and operates its business as D-MART stores.
Furthermore, the study includes the effect of different strategies on the company's growth and the
various strategies that are been adopted by the firm for operating its business in the international
market. Moreover, it also involves the methodologies that are been used by the scholar in
conducting the study.
Further to analyse the data which is collected through various sources helps the company
to take effective decisions. In this dissertation data is to be analysed on the bases of questionnaire
which is to be answerable by 50 employees of the company. There reviews are to be undertaken
on the bases of the working techniques of the company and also the strategies which is used to
bring changes in their working. The data to be interpreted according to the judgement gathered
buy various employees and than accordingly the decision is to be taken. In this dissertation the
recommendation and conclusion are the major aspects. In this chapter recommendation is mainly
concluded to determine the various aspects which helps companies to use different strategies to
enter into global trade business. The conclusion determines the aspect regarding the company
working to enter into global market and attract the interest of employees and customer towards
availing such products at large scale.

ACKNOWLEDGEMNT
I express my sincere thanks to supervisor under whose guidance I completed this
dissertation on topic “impact of different strategies implemented by companies in global trade”. I
further express my gratitude towards my friends and family who motivated and support me at
every point. Without there understanding and knowledges it can't forced me to complete this
dissertation within the limited time.
Finally I would like to thank to god who had given me this opportunity to determines
various aspects which helps companies to take effective decision.

DECLARATION
This thesis represents the original research study that has been made me and wherever
the contribution of other is involved every effort has been made for indicating it clearly, with
adequate references to literature and the collaborative acknowledgement regarding the
discussions and the research.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGEMNT..................................................................................................................3
DECLARATION.............................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................6
Background of study....................................................................................................................6
Aims and Objectives....................................................................................................................7
Research Question.......................................................................................................................7
Rationale......................................................................................................................................7
Significance of research...............................................................................................................7
Structure of Dissertation..............................................................................................................8
CHAPTER 2 : LITERATURE REVIEW......................................................................................10
Theme 1: Impact of different strategies on growth of companies.............................................10
Theme 2: Different strategies adopted in the international market............................................13
Theme 3: Measures to be taken to overcome challenges globally.............................................17
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................20
Research type:............................................................................................................................20
Research philosophy:.................................................................................................................21
Research approach:....................................................................................................................22
Data collection:..........................................................................................................................22
Sampling....................................................................................................................................23
Data analysis:.............................................................................................................................24
Ethical consideration:.................................................................................................................25
Reliability and validity:..............................................................................................................26
Research limitations:..................................................................................................................26
CHAPTER 4: DATA ANALYSIS................................................................................................28
CHAPTER 5: DISCUSSION OF FINDING...................................................................................1
CHAPTER 6: CONCLUSION AND RECOMMENDATION.......................................................5
Conclusion ..................................................................................................................................5
Recommendations........................................................................................................................7

REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................13
QUESTIONNAIRE ..................................................................................................................13

Topic:
"To evaluate impact of different strategies implemented by companies in global trade. A case
study on Avenue Supermarkets Limited."
CHAPTER 1: INTRODUCTION
Background of study
A business organisation develops a range of strategies and plans in order to maintain
effective management and control on overall business of the company. It also leads in improving
the quality of business and improving profitability as well. In today's era in order top gain rapid
growth and success from the business, a business needs to expand its business beyond the
geographical boundaries (The Impact of Globalization on the Business. 2018). This expansion of
business is termed as globalisation. It results in improving the efficiency of company in grasping
many market area, attracting many populations in all over the world and increase its profit
generation capacity as well. Although, along with expansion of business, the complexity in
managing various business activities also gets increases. With expansion of business, a company
needs to enhance number of business activities, increase in level of competition, etc. In addition
to this, the company also needs to face a range of challenges such as compliance of numerous
legislations, expansion in demand, increase in expectations of customers, etc. In order to face all
these challenges in effective manner and developing management and control over each
complexity faced by the company, it is essential for managers to formulate effective strategies
for the business (Porter and Kramer, 2019).
The globalization of the company's business results in increasing various business
opportunities for the company such as foreign direct investment in the company, increase in
number of customers to be served by firm, increase in the demand of company;'s product, etc.
With the help of these opportunities, managers of the company can ensure the rapid growth of
business in global market (Kannothra, Manning and Haigh, 2018). Avenue Supermarkets
Limited is a global business organisation of retail sector industry. The company was founded in
the year 1969. It has opened a huge number of retail stores in the market and provides a range of
products to its customers under a single roof in 27 countries. By analysing the strategies and
plans of Avenue Supermarkets Limited, the scholar will become able to analyse the impact of
various strategies and plans for global business in growth and success of company.

The present dissertation shows a brief description about positive influence of
globalization over the business of a company. In addition, it will shows the impact of
development of a range of effective strategies and plans developed by the company over its rapid
growth in the global market. For the purpose of developing making in depth research over the
topic, the researcher will use several tools and techniques of research. Further, in order to
improve the collect reliable data and develop effective results from them, the scholar will adopt
the most appropriate method available in the research methodology.
Aims and Objectives
Aim
" To evaluate impact of different strategies implemented by companies in global trade. A Case
study on retail sector. "
Objectives
 To evaluate how different strategies impact on growth of companies
 To determine that different strategies adopted in the international market.
 To recommend what measures can be taken to overcome challenges globally.
Research Question
1. How different strategies of a business influences growth of the company?
2. What are different strategies that can be adopted by a company for international business
transactions?
Rationale
The present topic is being chosen for dissertation is to build the understanding of
different strategies that can be adopted by the company in order to perform the business
operations in the international market. Moreover, to fulfilling academic requirements is also one
among the major cause behind the choice. In addition to this, with a view to improve the
knowledge of scholar in context of impact of different strategies adopted by the business for the
purpose of globalization of the overall business of the company.
Significance of research
The study of present dissertation will help the reader in gaining knowledge of different
business strategies to be adopted for the purpose of performing well in the international business.
It would lead in spreading the knowledge regarding all the positive and negative impact of
different strategies adopted by the company in its global business environment. Along with this,

the dissertation will also help in improving the understanding of the scholar regarding different
plans through which a company can effectively face all the challenges suffered by it while
performing business in the global market.
Structure of Dissertation
CHAPTER 1 : INTRODUCTION
This chapter of dissertation will provide a brief introduction about the selected topic for
the dissertation along with aims and objectives of the research. It will also include reason behind
choosing the topic. In addition, the introduction chapter of the dissertation will also show how
the dissertation will help in improving the knowledge of scholar and its readers regarding the
topic.
CHAPTER 2 : LITERATURE REVIEW
Literature reviews are academic reviews of different authors on several themes made on
the basis of selected topic for dissertation. This part of dissertation helps the scholar in
developing the understanding over the selected topic. Further, the part also helps the reader in
having in depth knowledge over some significant themes of the topic. In this part of dissertation,
several journals and books based on the impact of strategies of business on the growth of
company in global market.
CHAPTER 3 : RESEARCH METHODOLOGIES
This chapter of dissertation will show information regarding different methodologies of
research used by the scholar. Further, it will also provide description regarding several tools and
techniques of sampling, data collection, data analysis and other activities performed by scholar in
order to come up with the end result of dissertation. This chapter will also provide information
regarding what type of research philosophies will be adopted by the researcher and how the
ethical code of conducts will be comply with by scholar.
CHAPTER 4 : DATA ANALYSIS & PRESENTATION
As the name describes, data analysis &b presentation chapter of dissertation includes
analysis of each data collected by the researcher from different sources. It will also show an
effective presentation of each collected data. With the help of data collection, scholar would be
able to obtain a range of information in context to the selected topic. On the other hand, for
presentation purpose, the researcher will present all the raw data collected for research purpose
in form of tables, graphs, charts etc. This part of chapter will improve the understandability of

each data collected by the researcher in order to find the actual result from the research. By
analysis of various data collected and observed, the researcher will show different views of
various samples selected for the data analysis purpose.
CHAPTER 5 : DISCUSSION ABOUT FINDINGS
This chapter of dissertation will show a detailed discussion about each data collected for
the research purpose. It will show a brief discussion about various observation made by the
scholar in order to determine the actual results. In addition, this chapter will also show a range of
findings obtained by the scholar for making an in depth analysis of the selected topic.
CHAPTER 6 : CONCLUSION & RECOMMENDATION
This chapter of the dissertation will provide details regarding how the overall study has
been made in order to determine the actual results from it. This section will provide a brief
summary of the whole study. Furthermore, the chapter will also include a section
"recommendation" in which will include various recommendation for the company in order to
face all the challenges that can be faced by it in its near future.

CHAPTER 2 : LITERATURE REVIEW
Literature review is a type of scholarly paper or article which outlines the secondary data
in form of views and thoughts of different authors and academicians and their work in different
articles and journals. The present research is based on the topic which studies the impact of
different strategies which can be implemented by the companies while doing business at global
level. So in the present study with help of literature review in form of views of different authors
on the impact of different strategies on the growth of the companies. The views of different
authors on different strategies which can be adopted while doing international marketing.
Theme 1: Impact of different strategies on growth of companies.
As per the views of Choshin and Ghaffari, (2017), globalisation of a business
organisation helps the company in increasing its profitability and marketability. Globalisation
can be defined as one of the best plan to be adopted by a company for the purpose of expanding
its business operations. Globalisation results in expansion of business operations of a company
beyond its geographical boundaries. Thus, with the help of globalisation process, a company can
gain a large amount of opportunities regarding increasing the number of customers and the
market coverage as well. On this De Bruijn and Ten Heuvelhof, (2018) argued that Globalisation
results in increasing the level of competition for the company. Thus, in case any company wants
to expand its business into global market, it would required to formulate a range of effective
strategies and plans with the help of which it can improve its sustainability within the global
market.
In the view of Monshipouri, Welch and Kennedy, (2017) managers of a company plays
a vital role in the success of a company. As per their views, managers of the company are given
task to formulate different plans and procedures for the company on the basis of which the
overall working of a company would be performed. With the help of effective strategies of the
managers a company can improve its efficiencies of performing different business operations
through which it can improve its performance in the global market and increase its profitability
as well. Further, as per the study of Schembera, (2018) after globalisation of the business, a
company may face different business problems such as increase in cost, variation in needs and
demands of customers, variation in the culture and environment of working, social and cultural
differences, etc. These are some of the major challenges that are required to be faced by the

company effectively as failure of the company in facing these problems may lead to suffer a
huge loss by the company in the global business market.
Further, Van der Lans, van Everdingen and Melnyk, (2016) have their views that while
formulating different strategies and plans for the company, managers are required to make an in
depth research over each aspect of the global market such as latest technologies, market
competition, needs and demand of customers, different challenges that may arise in the market,
social and cultural factors of market in which the company in required to be expanded, etc.
Strategies formulated on the basis of these factors would definitely lead to improve the quality of
plans and strategies of managers. In addition, these strategies will also have positive impact over
the performance of company in global market. On the other hand, as per the views of Vermeulen
and Witjes, (2016), Globalisation entails the business both opportunities and threats. It is an
essential task for each company to attain a large number of opportunities and eliminate chances
of threats of globalisation. For this purpose, a company expanding its business into global
business environment needs to appoint a different research and development team and provide
them a task to make a regular research on the each factor affecting the business. Further, it
should ask its managers to analyse reports of the research team and keep amending their business
plans and procedures as per the latest situation of the global business market. This policy of the
company can help the company in attaining maximum amount of opportunities for the business.
Along with this, with the help of research report, managers can also detect all the future threats
that can be faced by the company in its near future. Thus, they can also formulate their effective
strategies and plans for the company in order to improve its strength to face these threats easily.
Smither, Houston and McIntire, (2016) has a view that globalisation makes the company
to use the latest equipments for performing various business operations such as production,
supply, advertisement, sales, etc. It leads to improve the performance of the company in the
global market. In addition, this would also improve the efficiency and ability of the company in
enhancing the satisfaction level of the customers. Along with this, completion of various tasks
with the use of several latest business equipment, tools and techniques would help a business in
building its image within the market through which it can improve its profitability and
marketability in the global market. In this context Kannothra, Manning and Haigh, (2018) have a
different view as per which if a company decides to expand its business in the global market, it
would help the company in capturing a large market even beyond the geographical boundaries.

Along with this, it also leads in increasing several business operations and cost of the company.
Thus, a company is required to ask its managers to formulate their strategies and plans in more
effective way. An ineffective strategy would result in increasing the cost of operations and
involvement of improper management within the overall business operations. In addition, it may
also increase the chances of failure of the company. Thus, it can be said that effectiveness of the
strategies and plans of the managers have direct impact over the sustainability and profitability of
the company in the global market.
In the views of McKague, Menke and Arasaratnam, (2014), the different strategies
adopted by the companies impacts the growth of company. It is because of the reason that if
these strategies are implemented in proper way then it will be beneficial for the company and
will lead to growth and development of the company. On the other hand, if these strategies are
not implemented in appropriate manner then it may create problem for the companies.
Hernández-Pérez and Ferreras Rodriguez, (2014), suggests that to ensure the success the
company must first do a proper market research of the country where it wants to do trade. For
this it can use many different types of models like PESTLE analysis and Porter five forces
model. In the views of Bastos, Silva and Verhoogen, (2018), PESTLE analysis will help the
business in analyzing the whole market where the company wants to do trade and porter five
force model will help the company in knowing its competitive position within that new market.
These different types of strategies impacts the growth because if suppose the company
uses the strategy of joint venture then it will impact the growth of the business because of the
reason that if the joint venture is not successful then the company will suffer many difficulties
and even losses. On the other hand, Wu, Wall and Pearce, (2014), articulates that if the if before
going into another market the company properly does a market research and makes changes
according to the findings of the market research then it is a growth opportunity for the company
as the company knows that what are the trends currently going on in the market and it will be an
opportunity for the company.
Also, Harrigan, Ma and Shlychkov, (2015), states that if the company goes for any of the
strategies of international market then it will be a growth option for the company because of the
reason that it will improve the position of the company in the international market and this will
increase the goodwill of the business. If the goodwill will be improved then it will increase the
sales of the company and this will lead the company in the direction of growth and development.

But Cheptea, Fontagné and Zignago, (2014), articulates that with the help of increase in
market the company needs to focus on the competencies of itself and with help of this the
company can work on improvising the competencies of the company itself. Also, this help the
company in understanding its weaknesses and it can improve its weakness so that it can improve
its capabilities and lead to growth.
Theme 2: Different strategies adopted in the international market.
In the views of Fratzscher, Duca and Straub, (2016), international market refers to as a
concept wherein market for the business is done at an international level for doing the business
on the international level. There are many different types of strategies and ways which
companies within the retail sector can use for increasing their international market and business
within that market. But Wu, Wall and Pearce, (2014), argues the fact that international business
is not that profitable because of the reason that there are many differences in the rules and
regulations and laws followed by one country as compared to another country. Also, there can be
differences in the cultural background of people living in one country as compared with another
country, differences in taste and preferences of consumers of different countries.
If a company wants to go for international market then it has many different types of
options for entering into different markets. In the views of He, Lin and Wei, (2016), the
strategies for international market can be of two types that is one is growth strategy and another
is marketing strategy in international market. For the growth strategies there are many options
which the companies within the retail sector can adopt. In the views of Kanibir, Saydan and Nart,
(2014), growth strategies are kind of strategies which help the company in increasing the level of
business and expanding its operations in different countries. There are many different types of
strategies which can be adopted by retail companies if they want to go for international market.
The most common type of strategy is exporting. According to the thoughts of Cheptea,
Fontagné and Zignago, (2014), exporting id defined as the direct selling of the products and
services of the company with any other foreign countries in the international market. Harrigan,
Ma and Shlychkov, (2015), supports that exporting is a strategy for international marketing and
is beneficial because the company produces its product in the domestic country only and then
sells in the international market. It is beneficial because of the reason that there is possibility that
in domestic market the cost may be lower and with help of this it might produce at low price and
then sell in the international market at a higher price which will yield higher profits for the

company.
Di Comite, Thisse and Vandenbussche, (2014), criticizes that it can also be a losing
situation if the selling prices are much lower in the international market as compared with the
domestic market. Also, there may be a case wherein the company has to face some legal
regulations if it wants to do trade at international level. In contrast Berman, Berthou and
Héricourt, (2015), states that it is due to the fact that all the rules and regulations and the way of
doing business of different countries are indifferent from one another. So this might pose a
problem for the company if it trades with a company in international market.
Another strategy which can adopted for international market as suggested by Gashi,
Hashi and Pugh, (2014), is franchising. It is a type of international market strategy which the
companies can use in the retail sector to grow themselves within the international market.
Franchising is a concept wherein business that is the owner of the product or services provides
rights to another party which can carry on the business of the franchiser in another country. The
owner of the business is known as franchiser and the person or individual who is assigned the
license to trade is known as franchisee.
In accordance with the views of Bastos, Silva and Verhoogen (2018), franchising is a
beneficial strategy because of the reason that if a company goes for franchise then it will get
access to run a pre- established business under the name of that business only. It is beneficial
because franchisee does not have to take much efforts for promoting the business as it is already
a established business. Also, Hoy, Stanworth and Purdy (2017), articulates that it is a beneficial
strategy because it does not involve much investment it just has to sign a contract with the
franchiser and take permission of running the business and has to pay a fees in form of royalty.
But Hoffman, Munemo and Watson, (2016), argues that it is not a good strategy because
of the reason that the franchiser controls the business of franchisee to much extent. It is because
of the reason that the franchiser lends the right to do business in its own name so it does not want
to hamper the goodwill of its business. Therefore, it guides the franchisee all the ways of doing
the business and the franchisee has to follow it.
Yet another strategy of international market is mergers and acquisitions. In relation to the
views of Jell - Ojobor and Windsperger (2014), mergers refers to a type of business strategy
wherein one business mergers of join hand with another business at international level. Whereas
acquisition refers to a strategy in which one bigger company acquires a percentage of control in

another small company in the international market.
According to the views of Chong, Saussier and Silverman (2015), this type of strategy is
much beneficial for the companies who are either suffering from losses or are not having much
investment capacities. It is profitable because of the reason that these small companies can merge
with large scale companies and they will get profits as the operations of the large scale
companies will help in recovering the losses of the small company. On the other hand, del Mar
Benavides - Espinosa and Ribeiro - Soriano (2014), argues that another benefit which can
happen because of merger and acquisition is that the company can have the benefit of
diversification. It can be possible because of the reason that if company merges or acquires
another company which is having different business operations then it can have the benefit of
new product line without many efforts. This will increase the market base and the customer base
because now the company also deals in new product line.
Azmat, Skully and Brown, (2014), argues that in case of merger and acquisition there
might be possibility that the employees of the either of the company might resist working under
the guidance of any other company. Another reason underlying the failure of this strategy is that
there can be differences in the organizational culture followed in both the different companies.
Also there can be differences among the employees of both the companies as these two
companies are from different countries and there might be possibility that there are different
cultures followed within those countries.
According to Manasakis, Petrakis and Zikos, (2014), joint venture refers to a process
where 2 business come together and form new entity to achieve common objective. In joint
venture 2 business combine there resources, assets and equities to become successful. Both the
parties in the joint venture are equally responsible in sharing profits and loss. The main objective
of joint venture is to enter in foreign markets and developing markets, reduce risk factor, funds
unavailability, utilization of resources, gain benefits of new economies and gain synergies. In the
views of Reuer, Klijn and Lioukas, (2014), this kind of partnership is advantageous for both the
companies in facing challenges and risks. Partnership, companies and corporations could be used
in forming joint venture. Basically joint venture is done for doing research and production but it
is also used for continuing business. In accordance with Bamel, Dhir and Sushil, (2019), the
most essential document required in joint venture is joint venture agreement. In the agreement
rights of parties, obligations, purpose or objective, initial contribution on partners and profit

sharing ratios are list down.
But Mishra, Mishra and Grubb, (2015), articulates that parties entering in the joint
venture need to have an agreement which contains following things profit and loss sharing,
amount of capital invested, resources, dissolution terms and condition. Joint venture is beneficial
for companies who want to enter in international markets. Chanut, Gharbi and Bonet Fernandez,
(2014), states that an organization benefits from joint venture as it enters in new markets, their
distribution network become strong by building relations with suppliers, absorption of new
resources increases the capacity of business in competing in market and sustain in the market for
longer period. It is flexible as joint venture is done for specific period of time, after completion
of time both the parties may separate their business.
In accordance with the thoughts of Jean Jeon, Dant and Gleiberman, (2014), it is also
beneficial in accessing partner's customer database in marketing the product, offering partner's
services and products to existing customers in order to provide differentiate products. Companies
entering in joint venture shares their risks and cost, firms finds new opportunities in making their
business global by using greater resources, technologies, finance and specialized staff. On the
other hand, Cumberland, Meek and Germain, (2015), states that there are some drawbacks of
joint ventures such as objectives and goals are not communicated clearly to the parties involved,
their objectives differ from each other which creates disputes between the parties and leads to
dissolution of joint venture. Parties involved in joint ventures bring different ideas, strategies,
investment, assets etc. which creates conflicts between the ideas and strategies of parties.
But in accordance with Calderon - Monge and Huerta - Zavala, (2014), sometimes joint
ventures leads to poor management as both the companies have different management styles,
cultures, environment, policies and procedures. It is hard for both the parties to exit the joint
venture as they are in a contract for specific period of time. At times flexibility is restricted as
parties need to focus on joint venture because of which there individual business suffers. In
contrast to the fact Chong, Saussier and Silverman (2015), articulates that there is also lack of
communication as companies involves in joint venture from different locations with different
goals. One of the main limitations of the joint ventures is that it has separate nature, partners do
not give their 100% attention in the project or joint venture. Partners also need to do perform
researches in order to make joint venture successful.

Theme 3: Measures to be taken to overcome challenges globally
In view of the Jagadish, Murty and Quick, (2015), it has been stated that, there are
several challenges that is been faced by the organization while operating its business globally
such as language and the cultural barriers, local competition, issues in relation to legal
compliance and tax codes, risk relating to supply chain, operational risk in terms of hiring the
staff etc. Therefore, it becomes very essential for the firm to take appropriate measures for
overcoming these challenges.
In accordance with Weichselgartner and Kelman, (2015), it has been identified that by
adapting the environment and developing the go-to marketing strategy is very important for an
entity in order to overcome the challenges that are associated with the cultural and the language
barriers. Company requires to evolve in facing and going with the realities of the new market and
can also overhaul its business practices for the purpose of meeting the compliance regulations.
Finding for the newer niche market for the particular products and ensuring that it is adapting
right measures in order to fit within the new environment. Developing a clear understanding by
building the effective market strategy and environmental scanning helps an enterprise in
attaining growing success across the world.
As highlighted by Peng and et.al., (2017), for dealing with the local competitors, an
organization must find for the right partnership or can build healthy relationship with the local
businesses so that while expanding globally, company can succeed in setting up of its business
internationally. Working and developing the relationship with the overseas companies enables an
entity in delivering the best products to the customers as the companies that are situated outside
knows the desire and wants of the customers and are having an experience. This strategy helps
an enterprise in growing its business over the globe.
Swinburn and et.al., (2015), reviewed that, for complying with the legal laws and the tax
obligations, an entity has to consider due diligence regarding payment of the taxes and a detailed
analysis of legal legislations and the laws that are to be followed by the company before going
for the expansion at a global level. It must have to make a detailed report in relation to the tax
rates that are been imposed and the legal requirements that are to be fulfilled by the firm at the
time of functioning its business globally.
As viewed by the Shokef and Erez, (2015), it is been analysed that risk associated in
supply chain relates to export-import risk, shipping risk and logistics. In overcoming the risk that

is present in the supply chain management, firm must develop an appropriate strategy, detailed
business plan and the budget. This will help the firm in avoiding the risk that is attached to the
uncertain event so that the growth of the company does not hamper in the future. Building a solid
plan helps in making correct assessment of the risk which in turn helps in eliminating the
avoidable risk and leads the company towards growth and expansion.
Alzoubi, Gill and Al-Ani, (2016), depicted that the operational risk attached with hiring
of the employees has resulted a increased pressure on the working of the organization's business
in the different countries so it is essential for the firm to hire the talented and skilled staff before
expanding its business in the new country. Hiring more and more staff creates risk and in turn
increases the overheads of the firm. In order to overcome this challenge an organization has to
make sure that its product is ready and has established the great team for expansion at worldwide
level. It has to ensure that the new team hired are meeting with the increased time demands of
the company's expansion and reviewing that it is having the necessary infrastructure for handling
the exports.
Thus, as the environment and the business trends are consistently changing, new
technologies and the new products has to be innovated and created by the firm so that it could
gain higher growth in this competitive world across the globe. By remaining opening with the
new ideas and connecting with the customers and the partners within the target nation helsp the
firm in overcoming the challenges adequately.
According to the views of Miller, Shemer and Semiat (2015), there are some inherent
challenges in the marketing of goods and services under the international expansion of the
business. The same can be overcome by the effective application of effective market analysis in
the production launching in the international market place. For this a business is required to
launch a product in an international market after conducting thorough analysis in the market
places as well as demand and supply of in the markets along with preference of the consumer in
a particular market. Through this a business know what product to introduce and in which market
and what is to offers as per the requirement of the target audience. All this directly assist a
business and its managers in effectively identify the demand and requirement of a market and
link the same with the organisation objective and take decision accordingly.
On the other hand Weaver and et.al., (2017) have an opinion that global economy which
is more intertwined than ever in the 21st century. In the international market is focusing on the

going green and enhancing their activities in direction of the substantial development. In this
regard the companies are required to develop their practices of corporate social responsibility in
long run in order to present effective measures taken to protect the environment. In this regard it
can be stated that the organisation which takes effective measures of going green have a strong
survival chance as its attract lesser legal implication and more of the consumer and market
attention. This reduces legal cost of company and increases the sales and demand along with
market share in internal market place.
Conversely, Boshyk (2016) have an opinion that for expansion and long term
survival in the global market place a organisation must adopt the strategies of mix for expanding
their business in global market. An organisation can chose either of the option of marketing mix
which includes, market penetration, product development, market development and
diversification as expansion of the product. In this two of the strategies can be used to introduce
a product launching in global market that is diversification and product development which
states that a company is required to launch a new product in an exiting or a new market under
international market place. This is can be done to overcome the challenges regarding which
product to develop so a company can develop a new product as per the demand and requirement
of consumer in a particular global market place.
As far as Keesstra and et.al., (2016), Consumers can see and touch good, they are a
physical product. They know exactly what they’re buying when they are spending their money.
They may even be able to carry the item away with them—although they have to drive off the lot
when they buy a car. This portability is not the case with services. The effects of services may
not be apparent immediately, and what is done is not always obvious. The client of a
management consultant, for example, may have to wait for months (or years) before they can see
the results. There are challenges in the market place regarding physical products which can
trigger an emotional impulse compelling the customer to buy. Colour, shape, and style are
important for physical products, especially those aimed at the public ad this can increase the
demand in the global market.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology refers to the approach that involves particular techniques which
are been adopted in the research process for the purpose of collecting, evaluating and assembling
the data. It defines the tools that are been used by the researcher for gathering the adequate
information within a particular research report (Ary and Walker, 2018). It is the process of
collecting the data and the information for making business decisions. It includes publication
research, surveys, interviews and the research techniques that involves current as well as the
historical information. It reflects the type of the research, philosophy, approach, sources of data
collection and the sampling techniques that has been utilized by the scholar while conducting the
research study. In order to make this study more reliable and useful, an investigator takes into
account the research methodology which will help in application of the correct tools for the
purpose of developing a better understanding in relation to the effect of several strategies that are
been adopted by different companies across the world.
Research type:
Research is defined as the process that is adopted for assessing the specific concern or the
problem by making use of the scientific methods. It is considered as the systematic inquiry for
describing, predicting, explaining and controlling an observed phenomenon (Bhaskar and
Manjuladevi, 2016). Research is of two types that includes qualitative and quantitative research.
Qualitative research referred as the exploratory research and the scientific method of the
observation that is based on the emotions, sounds, words, feelings and the non-numerical
elements. It provides a better understanding to the researcher in relation to the problem and helps
in developing deeper insights towards opinions, underlying reasons and the motivations (Dikko,
2016). This research method is also been used for uncover the trends in the opinions and the
thoughts.
Quantitative research is the method that resolves the problem by making use of the
numbers and focus is been placed for collecting the numerical data, drawing inferences and
summary from data. This method is been used by the scholar for quantifying problem through
generating the numerical data which could be transformed into the usable statistics. It helps in
quantifying the opinions, attitudes, behaviours and the defined variables in order to generalize
the results from the larger population. This type of research uses measurable data for the purpose
of formulating the facts and uncover the patterns in the research.

In accordance with this research report, scholar has used qualitative method as it is the
most suitable technique for making the assessment of an impact of different strategies that are
been adopted by the organization while trading globally (Fletcher, 2017). Qualitative method
helps an investigator in gaining understanding of the qualitative characteristics of relating to the
topic and also offers the predictive quality for a specific situation. It enables the scholar in
producing a fluid operational structure rather than the rigid guidelines. It facilitates useful
content which also helps in the practical application.
Research philosophy:
It refers to the belief in relation to the ways that can adopted within which the data
relating to the phenomenon could be used, analysed and collected. Research philosophy deals
with the nature, source and the development of the knowledge (Flick, 2015). Mainly research
philosophy is categorised into two parts that are positivism and interpretivism.
Interpretivism philosophy is attached to the philosophical position of the idealism and is
been grouped together as diverse approaches that includes social constructivism. It emphasize on
the meaning and might employ the several different methods for reflecting various aspects of an
issue. This philosophy integrates the human interest and focuses on the qualitative analysis.
Positivism philosophy provides focus on the factual knowledge that is gained through the
observation including the measurement. Under this philosophy the researcher role limits to the
extent of the data collection and the interpretation in the objective way. Positivism philosophy
focuses on such research findings that are quantifiable and observable (Gray and Malins, 2016).
It is the philosophy that majorly depends upon the quantifiable observations which leads to the
statistical analyses. Furthermore, positivism philosophy concentrate on the facts while focus on
meaning and has the provision for the human interest.
With reference to this research study, an investigator has used interpretivism philosophy
as it best suits for making qualitative analysis and is considered as the naturalistic approach of
the data collection like interviews and the observations (Hammersley, 2015). This philosophy
creates understanding and and helps the researcher in finding out the areas where weak
predictions are been made. The main focus of the interest of interpretivism is facilitating specific,
relevant and unique analysis in relation to the impact of the various strategies that is been faced
by an enterprise while operating its business worldwide.

Research approach:
It is counted as the procedure and the plan that comprises of the steps that includes broad
assumptions of the detailed method of the data collection, interpretation and the analysis.
Therefore, it is based on nature of research problem that has to be addressed by the scholar
(Research approach selection, 2019). Majorly research approach is of two types that involves
inductive and deductive approach.
Inductive approach starts with observation and the theories that are been proposed at the
end of research process in terms of the observations (Hartas and et.al., 2015). It involves the
search for the patterns from the observation and developing theories or explanations for those
patterns by building the series of the hypothesis. At beginning of research, no theories is been
applied and an investigator is free in respect of altering directions for study thereafter the
research process get started.
Deductive approach is been defined as developing the hypothesis on the basis of the
existing theory and thereafter designing the research strategy for the purpose of testing
hypothesis. Deductive means making reasoning from specific to general and is explained through
the means of the hypothesis which could be derived from propositions of theory (Long, 2016).
This approach relates with deducting of the conclusions from the premises or the propositions.
Under this the deductions begins with the expected pattern the which is been tested against the
observation.
As per this research study, investigator has adopted inductive approach for formulating
its research report because this approach helps the scholar in generating meaningful conclusions
from data set that are been collected for the purpose of identifying the patterns and the
relationship for building the theory (Mackey and Gass, 2015). As this approach is based on
developing learning from the experiences, so assessing the impact of the strategies that are been
developed by the company could be observed in a better way for reaching the conclusions.
Data collection:
It is the practice through which researcher collects information from the all relevant
sources in order to find appropriate answers towards the research problem, evaluating the results
and testing hypothesis (Thompkins and et.al., 2016). At the time collecting data, scholar must
determine the kind of data that is to be gathered, sources of the data and the technique that is
used for accumulating data. Selecting the best source of data collection depends on the research

problem. There are specifically two sources which could be used by an investigator that involves
primary and secondary sources.
Primary sources are referred as the first hand data that are been gathered by scholar in
direct connection with the respondents and are counted as original (Pardo and Prato, Eds.,
2016). Fresh data is been collected by an investigator when the research problem is resulted as
unique. Primary sources involves legal and the historical documents, statistical data, experiments
etc. There are various methods through which primary data can be collected like interview,
questionnaire and schedule etc.
Secondary sources of data collection refers to the data that is been already published and
are readily available from different sources (Rodrigues and Rosa, 2017). In other words it means
the data that are gathered by other persons and has already made statistical analysis of the data.
The common sources from which the secondary data is gathered involves books, journal, article
and internet. It is counted as the second-hand data which is been used by researcher while
conducting the study. This method the is very less expensive and avails the information easily to
the scholar and in turn makes the research more simple and easy to execute.
While preparing this report, scholar has collected the data from both the sources that is
primary and secondary sources of data through structuring the questionnaire, conducting a
survey and gathered the information from appropriate books and the article that reflects the
strategic outcome opted by the firm for trading its business at a global level. Primary data helps
the researcher in attaining more and more accurate information as the data is gathered directly
from the respondent and enhance the authenticity of research findings. It allows for addressing
all the targeted issues and makes better interpretation of the data (Skalkidou and et.al., 2018). On
the other side, secondary data are suitable to an investigator in terms of its cost effectiveness and
less time consuming because already available information is been used and time involved in
preparation of the questionnaire is not involved. Expenses relating to conducting a survey is high
and also requires huge efforts at the stage of collecting data so in such case secondary data is
more useful when immediate findings are to be made in the research report.
Sampling
This is a process which is used by researcher to determined the information when there is
existence of large number of population. This method is helpful in gathering information and
data from various sources and avoid bias (Jaijairam, 2017). As if the investigation is conducted

in big companies and lot of employees are engaged with their operational activity in such cases
sampling methods is useful in getting the accurate results. There are two types of sampling
methods probabilistic and non probabilistic methods. Thus, researcher has applied the non
probabilistic methods in which simple random sampling methods is used to gather information
from the available population. These methods are useful when there are large number of
population and its difficult to gather data from all the employees (Ngozwana, 2018). Random
sampling methods is used to collected data from selected employees through questionnaire to get
appropriate reviews. The advantages of adapting the sampling methods is that it save time and
money as by collecting data from lot of employees requires more time to identify the actual
information. Thus, random sampling method is used to select random people to examines their
reviews and identify the actual information from the detail gathered.
In this Dissertation, researcher selected 50 employees of the Avenue Supermarkets
Limited to gather the information regarding their working and company's strategy to enter into
global market. As the company is engaged with large number of employees and thus lot of
techniques is used to promote their business into different countries (Birt and et.al., 2016),
random sampling method is used to gather information regarding the strategies which the
company is using to achieving the targets. With these methods, they can choose random
employees from the company and raises question regarding their entire working techniques. The
main reason of choosing their methods is that it is the time consuming procedure as to gather
information form all the employees is difficult. Thus, by selecting the random people helps them
to understand the working in better way.
Data analysis:
It is a process through which data is inspected, and eventuated and then transformed to
get better results (Banks and et.al., 2016). This method is useful in relation to getting the accurate
result, data is collected from various sources and then it is analysed to determined the actual
aspects related to the research topic. There are two methods through data can be analysed
thematic and SPSS methods. To further carry the research activity, researcher has applied the
thematic methods to presents the research in stipulated manner (Denzin, 2017). Thematic
methods usually present the data on the basis of creating themes. By choosing these methods it
makes the research more presentable and unique from other research projects. As by adapting the

qualitative methods, data analysis helps in determining the accurate result and it also helps
companies to take effective decision.
In this dissertation, the data have been analysed by thematic procedure to present research
in respect of getting productive results. As theme have been used in relation to research question
where the data is to be gathered on the bases of theme raised. This methods help avenue
supermarkets limited to take appropriate decision by viewing the information gather and analyses
in various perspectives by the researcher. Due to changes in time, the situation in respect of
entering into global market are also challenging (Padgett, 2016). Thus, various aspects are to be
identified at the time of gathering information and it is analysed in correct way. This helps
companies to changes their polices of working and also the strategies to enter into global
business to gain more profits. Researcher collects data to gather the information relevant to that
topic or making the research work unique from other. In contradict to the statement it also helps
to analyse various aspects in the changing environment which provides more benefits to the
country.
Ethical consideration:
Ethics are the norms and standards which are carried by the researcher at the time of
gathering the information. During the research work, researcher had to behave ethically at the
time of raising queries from the employees to examine the facts and figure. As they had to take
the proper consent form from the participants so that they cannot disclose any such information
without their consent (Holloway and Galvin, 2016). Thus consent form is important at the time
of conducting the research. It is not limited to the ethically behaviours which is to be maintained
at the time of taking consent form but also the work which is to be conducted must be of quality
work. As the researcher not had to present the work which is already conducted by other
research. The research must be based on facts which is exit in real world.
Ethics is to be maintained in respect of gathering information from the company, as they
cannot disclose any such information which affects the reputation and goodwill of the company.
The matters which is collected from the company is confidential and researcher had to take
proper permission from the company regarding disclosing any of the information. During the
research, the researcher had to take care of the employee's sentiment as they cannot harm any
person by raising such question which affecting their rights. As the judgement given by any
employees are not to be disclosed without their permission (Laycock, Howarth and Watson,

2016). Thus, it may harm, them mentally and physically and also it brings risk in their job if they
give any wrong statement regarding their working criteria. In case of conducting research is
company. It is the duty of the researcher to identify the participant of every employees voluntary
and they are giving the accurate answers of their queries raised.
Reliability and validity:
This method is mainly used by researcher in respect of using the data and rules repeatedly
to determined the actual information which is gathered in right way. In the matters related to
reliability if the researcher gather the information from the previous year there are more chances
of getting the same results for this year. Thus, reliability refers to the consistency in the research
work in respect of measuring the data and factors in accurate manners. In respect of this research,
the reliability refers to getting the same information from different sources (Bryman, 2016). As
the research topic which is chosen by many authors and they gather information from various
people, thus there are more chances to get the similar result. In this research if the information is
to be collected from the previous year research and it is compare to the actual information
collected it reflects the similar information. Through this procedure it makes the research work
authentic and different from others.
In the concept related to validity, it refers to the data or findings which are collected must
be accurate and authentic. In the perspective of the research, the data is gathered by using the
appropriate method and thus information is to be gathered by using the appropriate methods. By
gathering the relevant data of the Avenue supermarket companies, the qualitative methods is
used in which questions is conducted to gather information. In this case, the answers given by
employees regarding the company working reflects the accurate results and make the research
authentic (Bell, Bryman and Harley, 2018). The information which is gathered by employee and
the company are to be confidential and also it helps companies to understand in better manner
regarding there employees working and the techniques which they used to motivate them more.
Research limitations:
The limitation which is mainly faced in research is in respective of the matter related to
time bound. As time is limited for preparing the dissertation and also gathering information
which is important in making the research unique and presentable. Thus, this is the major
limitation which is faced by researcher at the time of conducting the research. Appropriate Time
is needed to gather information and review the details which is collected from the employees

during raising the questionnaire (Bloomberg and Volpe, 2018). Thus, time bound is the major
limitation. The another limitation which is faced by the researcher is relating to data collection
process. As the areas where the matters are to be gathered are restricted, thus it requires lot of
problems to gather the accurate information relevant to the selected topic.
The matter related to strategies which are adapted by companies to enter into emerging
market requires lot of information which helps companies to take effective decision. Thus, it is
the long procedure to gather the accurate information from the available sources. From these
factors it results in bringing limitation to conduct the research in accurate manners. The
limitation also reflecting in case of financial resources. As due to changes in time, the new
information are to be gathered which resulting in facing lack of financial resources to further
carry the research. As the availability of the resource are limited, thus it brings more challenges
to the research to gather the accurate information from less resources (Tracy, 2019). The places
where the data is to be gathered requires government approval to undertake more information but
they are restricted. Thus, this procedure is lengthy in gathering the information relevant to the
selected topic. The anther limitation arise in respect of having the large number of population as
consent from is required to be filled by the employees of the company which takes time to
initiated the project for further perspective.

CHAPTER 4: DATA ANALYSIS
Data analysis is such a process which is used systematically to gather information and it
thus helpful in conducting the valid research. In this data is identified, investigated and collected
to get the productive results regarding the selected topic. Thus, it is further used to analyse the
data and interpreted in better manner to determine various facts and figure which is useful in
analysing the results and findings. In this dissertation, the data is collected by raising the
questionnaire from the employees selected from the avenue supermarket limited. After the
questionnaire is raised the judgement is collected from the employers and accordingly the data is
interpreted. Thus, in such case it helps the researcher to gather the information which is helpful
in conducting the valid research. As it is the systematic approach which is used in analysing the
data in productive way. So that it helps companies to take effective decision and bring changes in
the company working techniques.
Theme 1: Age of employees working in company
Particulars Respondents % of respondents
Less than 25 5 10.00%
25-35 age 10 20.00%
35-50 age 15 30.00%
More than 50 20 40.00%
Total 50 100%

Less than 25 25-35 age 35-50 age More than 50
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
10.00%
20.00%
30.00%
40.00%
% of respondents
Interpretation: From the above study it is to be interpreted that more than 50 age people
are working with the organisation and carrying their activities to earn more profits. Thus, in such
cases they are more experiences in carrying the business to next level and also familiar with the
company working. 15 employees are under the age group of 35- 50. This also reflect that they
are also familiar with the company strategies and techniques which they used to enter their
business into international market. The person which are under the age group of less than 25 are
experiences but they are not known of the company background and also the working of the
company to enter into global market (Hoy, Stanworth and Purdy, 2017). As it is said that the
working of the company are changes according to the changes in the environment and time.
Thus, new technology are to be innovated to make the company activities faster and reach to
larger number of customers. In such factors they needed experience's person in their premises so
to grab the company working easily. Thus, it is necessary to know the age of employees working
in the company.
Theme 2: Experiences of working with Avenue supermarket Limited
Particulars Respondents % of respondents
Less than one year 5 10.00%
1 – 3 year 10 20.00%
3 – 5 year 20 40.00%

More than 5 year 15 30.00%
Total 50 100%
10.00%
20.00%
40.00%
30.00%
Less than one year
1 – 3 year
3 – 5 year
More than 5 year
Interpretation: From the above graph it is clearly examined that the majority of
employee are raised in respect for 3-5 years of working time period. This determined that they
know the company working techniques easily and also the company overall target market to
achieve stipulated goal. As the avenue supermarket limited is the retail based company and also
they deal their products and services to large number of customer. Thus, experiences is required
in the company to handle all such matters and technicals and legal issues are to be solved which
helps the company to enter into different countries (Jell - Ojobor and Windsperger, 2014). If the
employees are engages with the company for more than 5 years they are familiar with the
company working and are considered to be more trust worthy employees who are considered to
be backbone of the company. Thus, In this graph 20 employees out of 50 are engages with the
business for 3-5 years. But the knowledge which the person had gained during the period of 5
years are remarkable in company history.
Theme 3: Process of globalisation is effective for the company
Particulars Respondents % of respondents
Yes 35 70.00%

Neutral 10 20.00%
No 5 10.00%
Total 50 100%
70.00%
20.00%
10.00%
Yes
Neutral
No
Interpretation: From the above stated graph it is interpreted that the process of
globalisation is effective for the company to enter into emerging global market. It is mainly
useful for the retail based company as it provides chances to company to expand their business
into different countries. As 35 out of 50 employees are agreed with the statement that
globalisation is useful for the company as it removes the barriers in relation to import and export
of their products and also helps companies to deal their business internationally. The main reason
of satisfying the employees through the process of globalisation is that there is free transportation
of goods and services and also the technology is to be used in better way. The company can deal
their business digitally and also they can expand their business by promoting the business
through online. With these factors, there are more chances of attracting the customer towards the
products and services which the company are offering. As it is discussed in the literature reviews
that globalisation bring more benefits to the company if they are to be used with proper planning
and procedure.
Theme 4: Company adapt the process of globalisation to enhance their business

Particulars Respondents % of respondents
By increasing sales 6 12.00%
Technology advancement 5 10.00%
Quick responses 9 18.00%
All of above 30 60.00%
Total 50 100%
By increasing sales
Technology advancement
Quick responses
All of above
0
0.1
0.2
0.3
0.4
0.5
0.6
12.00% 10.00%
18.00%
60.00%
% of respondents
Interpretation: It is interpreted from the above graph that 60% of the employees are
agreed with all the factors which are relating to bringing profits through the process of
globalisation. By choosing the concept of globalisation it enhances the company to increase the
sales by imposing no barriers in respect of transferring their products and services to other
countries. The business is mainly enhanced through digital technology as due to changes in time
the technology, are also updating which resulting in occurring faster services to the customers
and clients. Most of the business are deal through online and also they share their details through
online (Chong, Saussier and Silverman, 2015). This helps them to get faster work as by
personally meeting and sharing the details. As from the data collected through secondary sources
it is mentioned in literature reviews that by bringing the business through online, company
promotes their business and reach to large customers through the advance uses of technology.
They can take feedback from the customers regarding the usages of such products. This

procedure helps them to changes their products quality by keeping in mind the views of the
customers needs.
Theme 5: Globalisation creates the competition in emerging market
Particulars Respondents % of respondents
Yes 40 80.00%
Neutral 6 12.00%
No 4 8.00%
Total 50 100%
80.00%
12.00%
8.00%
Yes
Neutral
No
Interpretation: From the above stated graph it is interpreted that 40 out of 50 employees
feel that due to the process of globalisation, it brings more competitors in the emerging market
regarding the availability of the same products. Thus, through the process of globalisation it
provides companies to expand their business globally. Every company takes this advantages of
expanding their business in international market and enhances their brand image in different
countries. Thus, it resultant in bringing various factors which distract the mind of customer
towards such products. Thus, this statement is true from the employee point of view that
globalisation bring more competitors in market to fulfil the customer needs and demands at large
scale. The competition may also resultant in getting the foreign investment. As companies get
huge investment if they deal their business into foreign countries and through such services they

are getting the profits in their currency. Through dealing in business relating to transferring their
products from one country to another, it brings more competitors by promoting their business
through charging less prices and cost effective manners.
Theme 6: Globalisation helps companies to expand their business in international market
Particulars Respondents % of respondents
Highly agreed 20 40.00%
Agreed 16 32.00%
Neutral 5 10.00%
Disagreed 4 8.00%
Highly Disagreed 5 10.00%
Total 50 100%
Highly agreed
Agreed
Neutral
Disagreed
Highly Disagreed
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
40.00%
32.00%
10.00% 8.00% 10.00%
% of respondents
Interpretation: From the above study it is interpreted that globalisation helps companies
to earn more profits and enhances their business to target the customer through their products
and services. As 40% of the employees are highly agreed with the situation which the company
is initiating to expand their business into different countries. As due to the process of
globalisation it provides more way to bring their business in international market. As the base of
customers are at large scale thus it resultant to more chances of growth of the company for
longer time period. There are also chances of increasing the employment ratio as due to the

process of globalisation it expands their business into different countries (Peng and et.al., 2017).
Thus, lot of employees get the jobs in company and the country can stable their growth ratio by
reducing the poverty line. It is discussed in the literature reviews regarding the various benefits
which the company can get by adapting the process of globalisation. 20 out of 50 employees fell
that globalisation helps company to maintain their stability and reputation in market by
expanding their business into different countries. This provides more chances to employees to
learn different technology and ideas which they can grab by viewing the other company
performances.
Theme 7: Strategies adapted by company in order to enter into new market
Particulars Respondents % of respondents
Franchising 30 60.00%
Joint ventures 4 8.00%
Partnership 6 12.00%
Other Factor 10 20.00%
Total 50 100%
Franchising Joint ventures Partnership Other Factor
0
0.1
0.2
0.3
0.4
0.5
0.6
60.00%
8.00%
12.00%
20.00%
% of respondents
Interpretation: From the above table it is clearly interpreted that globalisation provides
more chances to the company to expand their business globally. Thus, 30 employees are agrees
with the franchising business which helps companies to expand their business globally. By the

choosing the strategy through franchising business, they can expand their business into different
countries by preparing the franchising agreement (Miller, Shemer and Semiat, 2015). This
agreement helps the franchisor and franchisee to commit their business activities faithfully and
also deliver the quality services to their customers. With the business of franchising they are
giving the right to the franchisee to use the company logo and deliver the products of the
company to their customers. This helps them to reach to large number of customer to attract
through their services and fulfil their needs and demand in better way. The major proportion are
in respect of franchising strategy which is satisfied by every employees to expand their business
into different countries. Through these factors they are increase the employment ratio in such
country and also customers not wait to avail such products for longer time period.
Theme 8: Franchising strategy is useful in following aspects
Particulars Respondents % of respondents
Entering into new market 5 10.00%
Brand name sharing 10 20.00%
Managing the products 15 30.00%
All of above 20 40.00%
Total 50 100%
Entering into new market
Brand name sharing
Managing the products
All of above
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
10.00%
20.00%
30.00%
40.00%
% of respondents

Interpretation: From the above study it is to be interpreted that franchising is useful in
all the aspects which is used by company to expand their business globally. It is stated that 20
employees out of 50 are agreed with the franchising strategy and its various benefits which is
raised by using it in accurate way. It is also discussed in the literature review that franchising
helps companies to enhance their brand name to such countries where there are large number of
customer which are already attracted towards their products and services. The main benefits of
choosing the franchising strategy is related to enhancing the brand name in market and also
customer can easily avail such products at faster way (Boshyk, 2016). To enter into emerging
market franchising is the best methods which is chosen by company to increase the employment
ratio in such countries where is the employment ratio is low. As the another aspects are relating
to inventory management which resulting in managing the raw material of the Avenue
supermarket limited in better way so that it helps company to save the products from wastages.
Theme 9: Languages and culture values are important in bringing business into global market
Particulars Respondents % of respondents
Highly satisfied 20 40.00%
Satisfied 15 30.00%
Neutral 5 10.00%
Dissatisfied 3 6.00%
Highly dissatisfied 7 14.00%
Total 50 100%

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
40.00%
30.00%
10.00%
6.00%
14.00% % of respondents
Interpretation: From the above bar graph it can be analysed that 40% people are highly
satisfied that language and culture does play an important part in bringing business into global
market while 30% are fairly satisfied and agree with this concept. On the contrary, 10% people
have decided to stay neutral as they have mixed opinions about this. The remaining 6% are
dissatisfied and do not agree that language and culture are important in bringing business into
global market. The remaining 14% stand extremely dissatisfied with this concept as well and
they do not agree with the same. Thus, it is clearly stated that the cultural and languages
understanding are clear in respect of expanding their business into different countries. Many
business are disputed through unclear languages which results in bringing disputes in expanding
the business. Thus, to respect the values and employees working in company are important. It is
also discussed in literature reviews that company had to maintain certain culture values at the
time of dealing with other companies.
Theme 10: Factors affected through the changes in environment and faces risk in company
working strategies
Particulars Respondents % of respondents
Climatic conditions 5 10.00%
Ethical norms 10 20.00%
Innovation in Technology 5 10.00%

All of above 30 60.00%
Total 50 100%
10.00%
20.00%
10.00%
60.00%
Climatic conditions
Ethical norms
Innovation in Technology
All of above
Interpretation: From the above graph it is stated that the changes in environment
affecting the working condition of company at large scale. Thus, many employees are agreed
with the factors which are discussed in respective of climatic condition or ethical norms which is
to be filled by company at the time of entering into different countries. As the matter related to
avenue supermarket limited it is clearly identified that they deal most of the business through
online thus innovation in technology also resultant in affecting their employees learning to grab
new technology in faster manners (Keesstra and et.al., 2016). As technology not only reach to
customers but also helps company to bring changes in the company working. Customer spend
more of the time surfing through internet thus by promoting their business online and bringing
new logo of the company helps the customer to attract towards their websites. Through these
factors it results in attracting them and fulfilling their needs in better way. Thus, the factors
affecting through changes in environment are resulting to climatic condition which is identified
in respect of delivering the products through online. As it result in delay in their products which
affects the customers interest towards such products. This results in facing risk in company by
not fulfilling the customer needs in productive way.
Theme 11: Challenges faced by company by choosing the process of globalisation

Particulars Respondents % of respondents
Culture and language barriers 20 40.00%
Government taxes 6 12.00%
Local competitors 15 30.00%
Operational risk 9 18.00%
Total 50 100%
Culture and language barriers
Government taxes
Local competitors
Operational risk
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
40.00%
12.00%
30.00%
18.00%
% of respondents
Interpretation:It can be interpreted from the above pie chart that 40% of the respondents
believe that a company has a huge threat of culture and language barriers by selecting the process
of globalisation. Local culture and language are the biggest barriers for any company and it is
imperative for every company to have a complete knowledge of local culture before entering the
international market. While, the other 30% believe that local competitors can be a huge risk
which is somewhat true because competitors get the advantage of local culture and knowledge.
Also, the other 18% believe that operational risk can be another potential challenge that
companies might have to face. Operational risk includes system failure or employee errors while
the remaining 12% responded that government taxes can be a significant risk for the company.
Theme 12: Government norms are beneficial at the time of entering into different countries
Particulars Respondents % of respondents
Yes 30 60.00%

Neutral 15 30.00%
No 5 10.00%
Total 50 100%
60.00%
30.00%
10.00%
Yes
Neutral
No
Interpretation:From the above pie chart it can analyse and interpreted that out of 50
respondents, the majority of the people believe that government rules and regulations are
important at the time of entering into new countries because they believe it is essential for
security purposes and so that the international companies or individuals behave in authorized
manner (Broman and Robèrt, 2017). 15 out of 50 people have mixed opinions on this that means
that they are both in support and in against of it. The remaining 10% do not believe that
government norms are beneficial at the time of globalisation and internationalization. As
government norms are necessary to helps companies to behave ethically and also it guides
company to follow all the rules and regulation which is imposed by government to enter into
global market. This rules are specially imposed for such companies which are committing fraud
with other countries. The majors aspects are relating to the exchange in currency and also it
reflects at the time of dealing the business activities into some other countries.
Theme 13:Factors required to overcome from the challenges
Particulars Respondents % of respondents

Strong relationship with local
business
10 20.00%
Timely payment of taxes 5 10.00%
Supply Chain management 20 40.00%
Adapting the latest technology 15 30.00%
Total 50 100.00%
Strong relationship with local business
Supply Chain management
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
20.00%
10.00%
40.00%
30.00%
% of respondents
Interpretation: From the above bar graph it can be interpreted and concluded that 40%
respondents have voted that using adequate supply chain management can reduce the company's
challenges because it will not only help in adequate distribution of goods and services in the
market but can also help the company in identifying their potential customers (Miller, 2019).
Meanwhile, the other 30% states that adopting latest and upgraded technology would help the
company to overcome their challenges because use of innovative technology can help them in
attracting new customers and thus they can increase their market share. The other 20% explain
that strong relationship with local competitors can help the company to survive easily without
facing any problems. The international organization can also enter into merger or joint venture
with these local companies as it would be beneficial for both of them in the long run. On the
other hand, 10% respondents have the opinion that timely payment of taxes can help the
company to overcome their challenges because they believe that timely payment to government

would enhance their business image in front of the public and thus help them in profit
maximization.

CHAPTER 5: DISCUSSION OF FINDING
With the help of the analysis of the data it was identified that globalization is much
preferred by the employees of Avenue supermarket as the employees of the supermarket are in
favor of the fact that globalization is very effective and profitable for the supermarket. This fact
is also supported by Reuer, Klijn and Lioukas, (2014), because of the reason that globalization
helps the company in trading with other companies all over the globe. This increases the market
base of the company and also increases the number of customers. With the interpretation of the
data it was identified that there are many ways through which the company can go for
globalization such as by increasing the sales in the international market or by adopting to the
technology from another country. This increases the trade relations between both the countries.
Manasakis, Petrakis and Zikos, (2014), articulates that because of globalization there can be
increase in the competition because the scale and market of business increased and with that the
level of competition increased as well. But there is a benefit of economies of scale if the
production is done at large scale and it is advantageous for the company.
With the interpretation of the data collected through questionnaire it was concluded that
yes globalization creates competition in the emerging market because of the reason that increase
in the number of business within the same market increases the competition as all the companies
provides same goods and services within the same market. In accordance with the views of Van
der Lans, van Everdingen and Melnyk, (2016), increase in competition is beneficial for the
company because of the fact that because of high competition the quality of the goods and
services is improvised because every company wants to produce superior products as compared
to their competitors.
With the inferences drawn from the interpretations it was found that sample agreed to the
fact that yes globalization helps companies in expanding their business within the international
market. Miller, Shemer and Semiat, (2015), states that it is because of the reason that because of
globalization the company has to now produce more goods and services to cater to the needs of
the international consumers. Therefore, globalization helps in increasing and expanding the
business within the international market.
In accordance with the interpretations of the samples views it was inferred that
franchising is the best suited strategy which can be implemented in order to enter into the new
market at the international level. But in accordance to the viewpoints of Smither, Houston and

McIntire, (2016), states that franchising is better because of the reason that it is carrying on of
the already established business in a new country. Therefore, this allows the company doing
business of running a well known business in its own name so it allows the company to gain
popularity under the name of the existing business. Reuer, Klijn and Lioukas, (2014), articulates
that implementation of the of franchising as the strategy is beneficial because of the reason that
the franchisee do not have to invest much within the business rather it just has to pay some fees
or royalty to the franchiser and then operate its business.
2

According to the reaction of the sample on franchising they suggested that franchising is
a useful strategy for entering into a new market along with name sharing and for managing the
products. They favored this because of the reason that with franchising the company taking
franchising can enter into a new market without much regulations and also gets a established
brand name. This is also supported by Hernández - Pérez and Ferreras Rodriguez, (2014),
because of many advantages of the franchising like it not involves much legal restrictions rather
they just have to sign an agreement and the franchiser has to provide rights and trademark and
patents of the business to the franchisee.
With the help of the analysis and evaluation of the data collected it is of utmost
importance that language and cultural values plays an important role in bringing business into the
global market. It is because of the reason that if a company is going to market its products in the
different country so the preference is given to the culture of the country. In accordance with the
viewpoint of Di Comite, Thisse and Vandenbussche, (2014), it is necessary to take into
consideration the factor like language and culture because if language will not be understood
clearly then there will not be proper communication will not be there. The reason underlying the
importance of study of culture is that if the goods of supermarket are not in accordance to the
culture of other country then it will not accept the products and services of the company.
Interpretation of the views of sample states that there are many environmental changes
and risk which can impact the strategies adopted by the company such as ethical norms,
innovation and many other. According to the viewpoints of Chanut, Gharbi and Bonet
Fernandez, (2014), it is necessary that for the company to do an analysis of all the expected risk
which might hamper the business done at international level. With the help of this analysis of
this risk the company can before establishing the business in international market can detect
some measures to solve these risk if they occur.
With the analysis it is been interpreted that company is facing challenges by choosing the
process of globalization. Most of the sample have stated that the company is facing cultural and
language barriers as to expand the business, company is in need of research and development
team that can bring opportunities and can eliminate threats related to globalization. For the same
company have to do research on daily bases so that cultural and language barriers can be reduced
in the firm(Banks and et.al., 2016). These barriers are coming because countries in which
3

company is trading is having different language and culture. To overcome these barriers it is
required to understand the global market and make changes in the strategies of the business.
From the above analysis it is been seen that government norms are beneficial at the time
of entering into different countries as every country is having different norms that trading
company have to follow so that they can reach the global market. Not following these norms can
lead to loss of the business, and they will not allow the company to sale there services and
products in that particular market(Choshin and Ghaffari, 2017) It is required to have clear idea
about the laws that the country in which company have to trade. This will help to overcome the
losses that company may face if any trade barriers arise during the production time.
From the above it is been interpreted that these challenges can be overcome by having
supply chain management as having good suppliers can help the company to make quality
products that can match with the global market considerations. If company is having a smooth
supply chain management then this may also help the company to reach out the potential
customers with the help of their suppliers(De Bruijn and Ten Heuvelhof, 2018) Not only this,
suppliers play an important role in bringing good reputation of the business in global market.
This can help the company to have profitability and may help to increase the market share.
It is been interpreted that best strategies adapted by Avenue supermarket limited to
overcome from challenges at the time of entering into global market is to adapt the latest
technology and maintain relationship with the local suppliers(Banks and et.al., 2016) Adapting
the latest technology can help the firm to compete in the local market as there is high
competition in the market. By maintaining the relationship with the local suppliers can help in
proper supply chain management and it can become easy for the firm to reach out there potential
customers. This can also bring efficiency to there business and there operations can be improved
that may help the firm to achieve the targets on time and can bring competitive advantage to the
global market. It also helps the company to reduce cost of the business and can bring profitability
for the business.
4

CHAPTER 6: CONCLUSION AND RECOMMENDATION
Conclusion
From the study over impact of different strategies implemented by companies in global
trade it has been concluded that implementation of different strategies for the purpose of growth
of business is very necessary within the business for its successful running and development of
the business. In the present era globalization or internationalization is trending and booming.
With the help of the introduction chapter it can be concluded that globalization refers to as doing
business across international boundaries that is beyond the geographical boundaries of the
country. Globalization helps in increasing the operations of the company as the scale of business
is expanded to more countries in which earlier the company was not operating. This is being
possible because of the reason that globalization has a wide scope because it allows a company
to trade with companies situated in different countries. This also helps in increasing the market
and the customer base as the scale of business..
In contrast the chapter also concluded that there is high cost involved if the company
goes for globalization as it has to incur expenses like marketing, transportation and many other
expenses. On the other hand, also there are many legal implications and rules and regulations if
the company goes for globalization. It is because of the reason that all the different countries
have their own different sets of rules and regulations and ways of working. On the other hand,
there are also some of the advantages and opportunities for the company because of globalization
like rise in consumer demand in other countries, growth of company, increase in foreign direct
investment and many other benefits. The main focus of the research was on evaluating the
impact of different strategies which can be implemented by different companies at time of doing
business at global level. There are different types of strategies which the companies can use if
they are planning for doing business at international level such as joint ventures, franchising,
mergers and acquisitions and many other different types of strategies.
Further, research outlined different strategies with which the companies can go for global trade
and what are its impact on the growth of the company. This has been done in the form of
literature review wherein the views and thoughts of different authors have been highlighted on
the impact of different strategies implemented by company for going for global trade.
With the help of this chapter it was concluded that there are various types of strategies
which different companies can adopt to enter into the international market. According critical
5

discussion in literature review it can be concluded that most common type of strategy which
organization can adapt for entering into new market is exporting. It is because of the reason that
the company do not have to shift or open another business unit in other country rather it has to
produce the goods and services in the domestic country only and then to sell the finished
products and services in the international market. Here in case of export there are not much legal
formalities and rules and regulations which the company has to follow.
Another strategy discussed in chapter 2, was franchising wherein a well-established
business provides a right to another person or company to operate its business under the same
name only. It is also a good option but is not much preferred because the company providing the
rights to another company or the franchiser has control within the business operated by
franchisee. It is because of the reason that the business is run in the name of the franchiser so it
doesn’t want to lose its image in the market. Therefore, for maintaining the goodwill of the
company franchiser imposes much control over the franchisee.
It also concluded that another strategy which can be implemented by the companies is
joint venture. It is also a good strategy because in this two companies come together only for a
particular project. As and when the aim of project is accomplished it the venture comes to an
end. This type of strategy is beneficial because of the reason that it helps to enter into the
international market without much complications like legal implications are not much the two
parties just have to make an agreement describing the amount of capital employed and the profit
and loss sharing ratio.
By analyzing the chapter 2 it was also interpreted that there are several challenges which
the company can face if it goes for global business. Some challenges discussed are like
differences in the cultural background and difference in language of people of both the different
countries. This poses a challenge because if there is language difference then there is possibility
that the communication between the two countries may be hampered. Also, this chapter
highlighted some strategies for overcoming the challenges faced by company at global level. The
major strategy which was highlighted in the chapter was to go for in depth market research of the
country with whom the trade is intended to be done.
The next chapter dealt with research methodology where it was inferred that the type of
research used was qualitative as it helped the researcher to understand the topic thoroughly and
in depth. The research philosophy used was interpretivism and the research approach used was
6

inductive approach. The data was collected from both the primary and the secondary sources of
data collection. The sample was taken of 50 employees of the supermarket. The data was
analysed with the help of thematic analysis because themes were used in relation to the research
questions. In the end the data was analysed by using bar graphs and charts which depicted the
responses of the employees of Avenues Supermarket and some interpretation of the analysed
data was done. At last after the thorough analysis of the interpretations some recommendations
were made for the improvement of the adaption of the strategies which the company can use for
improving the growth and development of the company.
Recommendations
With the analysis of the whole dissertation many recommendations were highlighted with
help of which the company can improve its position and can go for growth and development.
These strategies are very helpful the growth and development of the company and its operations.
Therefore, it is of utmost importance that the strategies which the supermarket uses for the global
trade must be up to the mark and appropriate. For selecting the strategies following
improvements are suggested because these strategies decides the success or the failure of the
business in the international market.
The first and foremost recommendation for the improvement of implementation of the
strategies is to conduct a proper market research before entering into any other market. This
market research helps in properly analysing and evaluating the overall market and the trends
followed by the market, the taste and preferences of the consumers of that country must be
carefully analysed. It is of importance because of the fact if the consumers of the new country
will not like the products and services of the supermarket then it will not become famous in that
particular market.
Another thing which the company can improve is to make cordial and friendly relations
with the local business and suppliers within the local market. This is necessary because of the
reason that if the supermarket does not coordinate with the local business then there might be
possibility that these business try to defame the supermarket. Another reason behind maintaining
the relation with local business is that it may be expensive to take all the raw material to the
place. Therefore, if there will be cordial relation with the local business then they might provide
them raw materials required.
7

Another recommendation is that the supermarket should properly take into consideration
all the risks which might come in the way of entering into another country for the purpose of
doing business. The risk can be of different types such as risk of transferring the raw material to
another country (if operations is shifted in different country) or risk of transferring of finished
goods to other countries (if only finished goods are sold in foreign countries), export and import
risk, risk of damaging the material in transportation and many other risk associated with global
trade. If Avenues supermarket presume the risk which can come in way of doing business with
other then it can beforehand makes some measures and steps to avoid those risks.
One more recommendation for the supermarket is to adapt to the latest technologies and
changes which are taking place in the technological factor. It is very crucial to pay attention to all
the latest changes and advancements and developments taking place within the technological
area. It is of importance because of the reason that implementation of technology within the
business reduces the efforts of employees and increases the efficiency of the work as the work is
done correctly and appropriately with the help of machines and equipment.
Another reason for paying attention to technological advancement is that is the company
will not update or upgrade to the latest techniques and developments then its existing technology
will become obsolete and this will decrease the goodwill and brand image of the company as
now it use obsolete technology which is not preferred by the consumers.
8

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APPENDIX
QUESTIONNAIRE
Name:
Age:
Gender:
Q.1)Age of employees working in company
 Less than 25
 25-35 age
 35-50 age
 More than 50
Q.2) How much experiences you have in working with Avenue supermarket Limited?
 Less than one year
 1 – 3 year
 3 – 5 year
 More than 5 year
Q.3) Is the process of globalisation is effective for the company?
 Yes
 Neutral
 No
Q.4) How the company adapt the process of globalisation to enhance their business?
 By increasing sales
 Technology advancement
 Quick responses
 All of above
Q.5) Is globalisation creates the competition in emerging market?
 Yes
 Neutral
 No
Q.6) Do you agree that globalisation helps companies to expand their business in international
market?
 Highly agreed
 Agreed
 Neutral
 Disagreed
 Highly Disagreed
Q.7) What are the strategies adapted by company in order to enter into new market?
 Franchising
 Joint ventures
 Partnership
 Other Factor
Q.8) According to your point, franchising strategy is useful in which aspects?
 Entering into new market
 Brand name sharing
 Managing the products
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 All of above
Q.9) According to your point is languages and culture values are important in bringing business
into global market?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
Q.10) What are the factors affected through the changes in environment and faces risk in
company working strategies?
 Climatic conditions
 Ethical norms
 Innovation in Technology
 All of above
Q.11) What are the challenges faced by company by choosing the process of globalisation?
 Culture and language barriers
 Government taxes
 Local competitors
 Operational risk
Q.12) Is the government norms are beneficial at the time of entering into different countries?
 Yes
 Neutral
 No
Q.13) From your point of view, how to overcome from the challenges?
 Strong relationship with local business
 Timely payment of taxes
 Supply Chain management
 Adapting the latest technology
Q.14) According to you, what are the best strategies adapted by Avenue supermarket limited to
overcome from challenges at the time of entering into global market.
….......................................
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