Effect of globalization on buyer behaviour based on Ciucas beer

Research Project

Table of Contents
Title “Effect of globalization on buyer behaviour based on Ciucas beer.”.....................................3
Introduction......................................................................................................................................3
Literature review..............................................................................................................................5
Methodology justification................................................................................................................8
Methodology Explanation ...............................................................................................................9
Results ...........................................................................................................................................12
Recommendation...........................................................................................................................19
CONCLUSION..............................................................................................................................21
Reflection......................................................................................................................................22
REFERENCE.................................................................................................................................24

Title “Effect of globalization on buyer behaviour based on Ciucas beer.”
Introduction
Globalization is a process which is related with interdependence & interconnectedness
taking place across world. This includes different aspects such as transfer & exchange of goods,
services and capital across boundaries. This also includes expansion, technological developments
and services across various countries (Magezi, 2016). Companies are providing satisfaction to
their customers so that they are able to have a strong base of customers. This is related with
growth and expansion of business and services across various countries. This is helpful for all
organisation as they are willing to achieve a strong base of customers. Globalisation is a process
which deals with how organisation is willing to expand themselves across boundaries of their
host country.
Globalisation requires a huge investment in financial terms and other resources prevailing
with the organisation, so that there is development of corporations so that they can operate in
multinational terms. Companies are willing to make use of updated technology is that they are
able to ensure effectiveness in their overall operations and functions. Technological
advancements are also related with business willing to achieve success. Strategies help a
company in emerging in market. Strategies such as exporting, licensing and joint venture have to
be adopted so that they can expand themselves in a market.
Present research report is laying emphasis on various strategies which business adopt os
that they can grow and expand themselves across cross boundaries. Globalisation is a basic key
which is helping in entering into various markets of countries. This report is having focus on
Globalisation and its meaning for companies (Wright, 2016). There are various challenges
which are faced by business in selection of strategies which is further explained in this report.
Study is based on Ciucas beer company. This company is having its presence in Romania and is
established in the year 1892. this is most popular beer in Romania.

Aim
"To identify the strategies to be employed by businesses to enter into an emerging market by
considering consumer's perception: A study on Ciucas beer company."
Objectives
 To understand the meaning of globalization in context of entry modes.
 To identify different strategies related to consumer perception for organizations to get
enter into emerging market.
 To access different challenges faced by a company in selection of strategies into
emerging market.
 To recommend some suggestions of appropriate strategies to enter into emerging market. To identify different ways to improve consumer perception in respect to entry of
international companies.
Research questions
 What are the key challenges that are faced by Ciucas beer company related to consumer
perception while selecting strategies to enter into emerging market?
 What is the impact of consumer perception on expansion options in International market?
Rationale
This reports is prepared so that various outcome can be generated which can help a
business in entering various markets (Olimpia and Stela, 2017). Reason for this research is to
attain knowledge related to strategies which have been adopted by business in entering a
particular market. This report is very helpful in understanding how business are boosting their
growth in dynamic environment. Another major reason is related with Interest of researcher to
attain various objectives which have been formed in beginning of this research work.
Time Scale
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Choice of
topic for
research
establishin
g aim and
objectives

Writing
Literature
review
Collection
of
informatio
n
Data
analysis
Drawing
conclusion
Edition as
per
feedback
received
Final
submissio
n
Literature review
Theme: Comprehend the meaning of globalization regarding entry modes.
According to the (Cleveland, Laroche, and Papadopoulos, 2015), Globalisation is a
process of integration among companies, people & government which are residing in different
countries. International investment and growth is related with globalisation which is taking place
across countries. There is a effect on culture, environment & political system of various
countries. This is also related with economic development & prosperity which is affected by this
process.
According to view point of (Colás, 2016) Globalisation is laying focus on increasing of
trade and lowering down of process of various products as there are cost advantage which are
experienced because of this process. Globalisation is a process which is also helping in

enhancement of present technology in a particular country. It also posses a impact on
productivity and wage related policies of organisations. Globalisation is a continuous process
which is related with how a particular organisation is able to enter a market independently and
make use of benefits and opportunities prevailing in that particular market. With the changing
scenario it has become more imperative or companies that they are adopting polices related to
globalisation in a m ore appropriate manner.
According to (Olimpia, and Stela, 2017), Globalisation consists of some social,
economic and political changes. Globalisation is accelerating various commodities and new
innovation across boundaries. Companies can enhance their operations globally which can help
in operations taking place globally. Investment is made by companies which help them in
adopting expansion policies. They face various social & economic challenges while they are
willing to enter a new market of a new country. Expenses done on various customer services is
also lowered down by companies with the help of process of globalisation. Another element
which is related with Globalisation is that there is free movement of labour between countries,
which helps in reducing the problem of unemployment in various countries. Many developing
countries are facing issues which are related with unemployment such problems can be solved
with help of process of globalisation.
Theme: Identification of different strategies for organization to enter into emerging market
from view point of consumers.
According to (Bengtsson and Östman, 2016), there are many different strategies which
are used by companies while they are willing to enter market. Most popular strategy is exporting
of products. This is related with how Companies are able to expand themselves across overseas.
Exporting is a tool which helps companies in growing as this is less expensive and also involves
low risk. This is also related with how organisations are able to manage their business. Many
times they face difficulty and this leads to loosing down of control on their business as there are
many different types of trade policies which they have to adhere to with regards to different
countries in which they are willing to expand themselves.
In view point of (Gammeltoft-Hansen and Vedsted-Hansen, 2016), joint venture is
another type of strategy which can be adopted by business to enter into international markets.
This is a type of partnership in which mostly there is involvement of any third party who is