To evaluate impact of diff. strategies implemented by companies in global trade. A case study on retail sector.

DISSERTATION
To evaluate impact of different Strategies implemented by
companies in global trade. A case study on retail sector:-
Ruchita Dessai
1805625
submitted in partial fulfilment of the requirements for
Msc in International Management
University of Cumbria
Date:- 29th August 2019
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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.
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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.
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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of study....................................................................................................................1
Aims and Objectives....................................................................................................................2
Research Question.......................................................................................................................3
Rationale......................................................................................................................................3
Significance of research...............................................................................................................3
Structure of Dissertation..............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................23
Research type:...........................................................................................................................23
Research philosophy:.................................................................................................................24
Research approach:....................................................................................................................26
Data collection:..........................................................................................................................27
Sampling:...................................................................................................................................29
Data analysis:.............................................................................................................................30
Ethical consideration:................................................................................................................31
Reliability and validity:.............................................................................................................32
Research limitations:.................................................................................................................33
CHAPTER 4: DATA ANALYSIS..................................................................................................35
CHAPTER 5: DISCUSSION OF FINDING...................................................................................1
CHAPTER 6: CONCLUSION AND RECOMMENDATION........................................................6
Conclusion...................................................................................................................................6
Recommendations: -....................................................................................................................9
REFERENCES..............................................................................................................................12
APPENDIX 1.................................................................................................................................20
APPENDIX 2.................................................................................................................................24
QUESTIONNAIRE...................................................................................................................24
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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 to gain rapid
growth and success from the business, a business needs to expand its business beyond the
geographical boundaries (The Impact of Globalisation on the Business. 2018). This expansion of
business is termed as globalisation. It results in improving the efficiency of company in grasping
many market areas, 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 globalisation 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
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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 globalisation over
the business of a company. In addition, it will show 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
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 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 globalisation
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
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through which a company can effectively face all the challenges suffered by it while performing
business in the global market.
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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
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regarding what type of research philosophies will be adopted by the researcher and how the
ethical code of conducts will be complying 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
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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.
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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 plans 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 require to formulate a range of effective
strategies and plans with the help of which it can improve its sustainability within the global
market.
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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
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business environment needs to appoint a different research and development team and provide
them a task to make a regular research on 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 equipment’s 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
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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.
HernándeS-PéreS and Ferreras RodrigueS, (2014), suggests that to ensure the success the
company must first do a proper market research of the country where it wants to 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 impact 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
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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 Signago, (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 FratSscher, 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
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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 Signago, (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.
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Di Comite, Thisse and Vandenbussche, (2014), criticiSes 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 an 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 fee in form of royalty.
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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 refer 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
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without many efforts. This will increase the market base and the customer base because now the
company also deals in new product line.
As mat, 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 organisational 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 Sikos, (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 their 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, utilisation 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
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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 FernandeS, (2014), states
that an organisation 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 find new opportunities in making their business
global by using greater resources, technologies, finance and specialised 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.
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But in accordance with Calderon - Monge and Huerta - Savala, (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 their 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 organisation 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
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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 organisation
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 EreS, (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
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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.
AlSoubi, Gill and Al-Ani, (2016), depicted that the operational risk attached with hiring of the
employees has resulted an increased pressure on the working of the organisation'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 organisation 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 helps the firm in
overcoming the challenges adequately.
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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 an organisation must adopt the strategies of mix for expanding their business
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in global market. An organisation can choose 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 existing 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.
22

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 utilised by the scholar while conducting the research study. In
order to make this study more reliable and useful, an investigator considers 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
23

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 generalise 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 organisation 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:
24

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 emphasises 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 concentrates 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 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
25

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 are 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
26

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 involve legal and the historical documents, statistical data, experiments etc.
27

There are various methods through which primary data can be collected like interview,
questionnaire and schedule etc.
Secondary sources of data collection refer 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 simpler and easier 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.
28

Sampling:
This is a process which is used by researcher to determine the information when there is
existence of large number of populations. 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 it’s difficult to gather data from all the employees (NgoSwana, 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 saves 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
29

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 from 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 determine 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 (DenSin, 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 method helps 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
30

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 them 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
31

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, the 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
determine the actual information which is gathered in right way. In the matters related to
reliability if the researcher gathers 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.
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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 are
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 their 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.
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.
33

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 is 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 arises in respect of having the large number of populations as consent from is
required to be filled by the employees of the company which takes time to initiated the project
for further perspective.
34

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%
35

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 is 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
36

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%
37

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 customers. Thus, experiences are required in
the company to handle all such matters and technical 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 engaging 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%
38

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.
39

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%
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
40

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 customer’s 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%
41

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 advantage 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.
42

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%
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
43

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%
Another Factor 10 20.00%
Total 50 100%
44

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 agreeing 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 customers 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 employee 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.
45

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%
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
46

helps companies to enhance their brand name to such countries where there are large number of
customers 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 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%
47

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 is clear in
respect of expanding their business into different countries. Many businesses 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.
48

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%
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
49

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 results 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%
50

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%
51

Neutral 15 30.00%
No 5 10.00%
Total 50 100%
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 authorised
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 internationalisation. 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
52

global market. This rule is specially imposed for such companies which are committing fraud
with other countries. The major’s 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%
53

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 organisation 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
maximisation.
54

CHAPTER 5: DISCUSSION OF FINDING
With the help of the analysis of the data it was identified that globalisation is much preferred by
the employees of Avenue supermarket as the employees of the supermarket are in favor of the
fact that globalisation is very effective and profitable for the supermarket. This fact is also
supported by Reuer, Klijn and Lioukas, (2014), because of the reason that globalisation 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 globalisation
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 Sikos, (2014), articulates that because of globalisation 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
globalisation 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 globalisation 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
globalisation the company has to now produce more goods and services to cater to the needs of
the international consumers. Therefore, globalisation 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 does 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.

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 an established brand name. This
is also supported by HernándeS – PéreS and Ferreras RodrigueS, (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 FernandeS, (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
risks if they occur.
With the analysis it is been interpreted that company is facing challenges by choosing the process
of globalisation. Most of the sample have stated that the company is facing cultural and language
barriers as to expand the business, company needs research and development team that can bring
opportunities and can eliminate threats related to globalisation. 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 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 their 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 their potential customers. This can
also bring efficiency to their business and their 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.

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 globalisation or Internationalisation is trending and booming. With
the help of the introduction chapter it can be concluded that globalisation refers to as doing
business across international boundaries that is beyond the geographical boundaries of the
country. Globalisation 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 globalisation 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
globalisation 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 globalisation. 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 globalisation 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
discussion in literature review it can be concluded that most common type of strategy which
organisation 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 analysing 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 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 decide 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 businesses 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.
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 risks associated with global
trade. If Avenues supermarket presume the risk which can come in way of doing business with
other then it can beforehand make 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
uses obsolete technology which is not preferred by the consumers.

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APPENDIX 1
Research Ethics Application for Taught Degree
Application for study involving Human Participants
NB: This form should be submitted to your research project module leader once reviewed,
discussed and signed by your research supervisor. The form is designed as a discussion
document as well as a record of ethical approval. Please ensure you have carried out a
Privacy Impact Assessment if your project involves collection of personal data.
All fields will expand as required.
1. Title of Project:
"To investigate the opportunities of ecotourism and marketing
innovation available to travel agency in United Kingdom": A study on TUI Travel
2. As this a student project, please indicate type of course you are on by ticking/
highlighting the relevant box:
□ BSc □ BA □ MSc □ MA □ MBA □ PgC □ PgD
3. Type of study: please indicate type of study you are on by ticking/ highlighting the
relevant box:
□ Involves direct involvement by human subjects
□ Involves existing documents/anonymised data only.
4. Name of applicant (the student): Ruchita Dessai
5. Your project supervisor(s)
Name(s): Ray Ng
E-mail(s):
6. Provide a concise summary of your research project in lay terms (maximum length 150
words). What are you planning to do?
Travel and tourism sectors are the most earning sectors in the recent times and as per
the survey they are considered to one of the top earning business which enhances
more opportunities to the people to engrave their business through these sectors.
This research proposal is based on TUI travel agency that established in 2007 and
recognized as one of the leisure travel group. It provides more flexible services to
public to enhance their interests towards this sector. The main reason of choosing

this topic is that public nowadays are more preferring to travel round the world
and visit in such places which are unique and reflect their own tradition. Thus, by
choosing this travel and tourism sectors bring more opportunity to country to
develop their own country and also make it the most powerful tourist attraction
destination. Thus, TUI group enhance the customers’ needs and make the valid
packages by keeping the needs of customers in mind.
7. Describe the sample of participants (including for example, number, age, gender).
25 managers of the TUI Travel
8. Explain concisely how you will recruit the participants (be specific).
By choosing the random sampling methods
9. Explain concisely how you obtain informed consent from participants. You need to ensure
it is easy for people to withdraw consent and tell them how.
By following ethical norms regarding the consent of every participants
10. Explain how you will maintain data protection. State what personal and/ or sensitive data
you may collect and how this will be stored (see guidance
Pen drive
11. Explain concisely how you will offer review opportunities, a debrief or, follow up for
participants (as appropriate).
Through mail follow up will be taken from participants
12. Briefly describe each of your data collection and analysis methods (you may just have
one method)
Method 1
Primary via survey
Method 2 Secondary via books, journals and scholarly articles
Method 3
Data analysis through thematic perception test technique
Method 4
13. Risks Explain any risks that your research
participants might face because
of the research project (this
might include psychological
and reputational risks)
Describe how you will control the risks
you have identified
1
Financial risk
By making appropriate budgets

2
Government risk
By following norms
3
Lack of Resources
Reuse the products
4
14. Other ethical considerations
Explain any risks that you may face as a researcher, and what steps you will take to control
them.
By gathering Data from restricted places
Explain briefly any benefits that your research participants may gain from participation.
By examine the changes in environment
Explain briefly how you will collect each type of data– such as hard copy paper / digital /
audio / video.
Data will be gathered through survey
State a date when you will destroy by shredding, burning or deletion your data files. Note:
this should be after the award of a confirmed grade for your degree.
15. Check you have considered each issue below and fully explained it in your application,
then put x in the box
I have identified and taken steps to control any physical, emotional or psychological
risk to participants
x
I have identified and taken steps to control any cultural offence that might be caused x
I have identified any vulnerable groups involved and taken steps to control the risks x
I have explained how I will get permission from managers to recruit participants on
their premises
I have made clear that no deception is involved in the study x
I have explained the level of anonymity for participants and how it will be maintained x
I have explained how participants will be informed and have the chance to ask
questions beforehand
x
I have explained how participants may make follow up enquiries after their part in
the study
x
I have explained how data will be kept secure and destroyed after the study x
16. Role Name e-Signature Date
You (Student) Ruchita
Dessai

Your Supervisor
Module leader or
lecturer
responsible for the
research ethics
within your
programme/
module
Supportive Materials Checklist
Please attach all necessary supportive materials and indicate in the checklist below.
Supportive Material Version and Date
Research protocol or research proposal
Participant Information Sheet
Debriefing Sheet
Consent Form
Letter of invitation
Other (such as interview schedule, questionnaires, measures:
please state, and explain)

APPENDIX 2
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
 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.
….......................................