To determine different strategies employees by business to enter into emerging market - A case study on Marks and Spencer

Unit – 11 Research project

Section One: Title, objective, responsibilities
Title: “To determine different strategies employees by business to enter into emerging
market”- A case study on Marks and Spencer”
Aim: “To examine the effectiveness of Franchising on business while entering into
emerging market- A case study on Marks and Spencer”
Objectives:
 To understand the concept of globalisation in businesses.
 To examine different strategies of entering global market.
 To analyse relationship of franchising in Marks and Spencer's performance while
emerging into new market.
 To provide recommendations to improve business performance in global
market.
Research questions:
 What is the concept of globalisation in businesses ?
 What are the different strategies of entering global market ?
 How franchising affect the performance of M&S in global market?
 How to improve the business performance at global level?
Section Two: Reasons for choosing
The main reason behind choosing this topic is that globalisation is the vast topic and it
helps a researcher to gain knowledge regarding different expansion strategy. As
researcher also have their own interest because globalisation and different expansion
methods helps them to collect enough information. Further, the rationale to conduct
this report is because the university also assigned this project to the research that is
why the topic is chosen.

Section Three: Literature Review
Theme 1: To understand the concept of globalisation in businesses.
As per the view of Zinkina, J. and et.al., (2019) Globalisation is the simple process or
method in which the increased proportion of economic and social activities are carried
out at global level. globalisation is derived by two word, technological change and
financial liberalization. Further, the free flow of capital, goods and the services in
trade region also helps to make a firm financially strong by using new and advance
technologies into the working area. Such that it also helps to create a fully integrated
global economic system with scope and opportunities.
Theme 2: To examine different strategies of entering global market.
As per the view of Samiee and Chirapanda (2019) exporting is the first and simple
strategy which means that sending goods from one country to another. This strategy
is low risk strategy that helps to a business to find new growth opportunities. Many
organizations finds this strategy less risky and more profitable to export their existing
products and many smaller firm also uses this strategy to set their business in
different country (Different market entry strategies, 2018).
According to Kastner and et.al., (2019) franchising or licensing is another strategy of
expansion in which the firm provides a product to different foreign company. In this
method, the franchising also obtain a competitive advantages and it also contains
some risk but using this market entry method will quite beneficial because it does not
require any extra expenses and many big firms are already uses this strategy in order
to expand their business at further level.
Theme 3: To analyse relationship of franchising in Marks and Spencer's
performance while emerging into new market.
As per the view of Madanoglu and Castrogiovanni, (2017) franchising helps to offer the
business ownership that is supported by the benefits of a bug business network.