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

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,