Strategies Employed by ASDA to Enter Emerging Markets: A Study

This research project delves into the strategies employed by businesses, specifically focusing on ASDA, to enter emerging markets. The study begins by defining globalization and its impact on business organizations, including the advantages of global expansion. The research aims to determine the effectiveness of various market entry strategies, such as joint ventures, market development, and product development, and their benefits for ASDA's growth. The methodology includes qualitative research approaches, a Gantt chart for project management, and a questionnaire-based data collection process involving 40 respondents. The analysis explores the concept of globalization, suitable modes of globalization, best growth strategies, benefits, and challenges faced by ASDA. The project concludes with research outcomes, reflections on the methodology, and recommendations for alternative approaches, providing a comprehensive analysis of ASDA's global market strategies and offering valuable insights into business expansion in emerging markets.

RESEARCH PROJECT

Table of Contents
Introduction......................................................................................................................................3
Aim of the study.....................................................................................................................3
Objectives of the research......................................................................................................3
Research questions.................................................................................................................3
Rationale of the research........................................................................................................4
Literature Review.............................................................................................................................4
Advantage of using different strategies employed by business to globalise their business...5
Research methodology.....................................................................................................................6
Gantt chart..............................................................................................................................8
Data analysis and interpretations...................................................................................................10
Data Interpretation................................................................................................................13
Research outcomes.........................................................................................................................22
Reflection and recommendations for alternative research methodology.......................................22
Recommendations................................................................................................................22
Reflection.............................................................................................................................23
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

Title: “To determine the different strategies employed by business in order to enter
emerging markets. A study on ASDA.”
Introduction
The emerging market can be described as a nation having features of developed market
that are involved in global market directly along with its rapid growth. It is responsible for
enhancing equity in markets and domestic development of modern, financial & regulatory
institutions (Luo and Zhang, 2016). However, business organisations used to focus on
globalisation to enter in emerging market for improving brand. In context of this study, it is
based on ASDA which is known as a British supermarket retailer with its headquarter in Leeds,
West Yorkshire. It was founded by Peter & Fred Asquith and Sir Noel Stockdale in the year
around 1949, almost 70 years ago. This study will focus on the interpretation about concept of
globalisation. It will also include to identify the effectiveness of strategy utilised by business for
entering into emerging markets. The advantage of using different strategies employed by
business to globalising their business is given here.
Aim of the study
“To determine the different strategies employed by business in order to enter in emerging
market. A study on ASDA.”
Objectives of the research
 To interpret the concept of globalisation.
 To determine the effectiveness of strategy used by business to enter into emerging
markets.
 To determine the advantage of using different strategies employed by business to
globalising their business.
Research questions
 What is the concept of globalisation?
 What are the effectiveness of strategy used by business to enter into emerging markets?
 What are the advantage of using various strategies employed by business to globalise
their business?

Rationale of the research
The study has a significance to analyse the concept of globalisation in context of business
organisations which can be applied in future for better outcomes (Hitt, 2016). This investigations
is important to understand about different strategies which are suitable for business institutions to
enter emerging markets at global level.
Literature Review
Concept of globalisation
According to the perception of Kliestik and et. al., 2018, Globalisation is termed as a
process in which interdependence of cultures, economies, technology, good and services, labour
take place for business profit. In simple terms is defined as a procedure in which interaction as
well as integration take place among individuals, governments and organisations worldwide.
Globalisation allow business organisation to take advantage of large number of opportunities and
further make significant increase in their organisational profitability. In addition to this,
companies can also take advantage of location flexibility and can further increase market share in
best effective manner. With the help of all these form of commercial activities business
organisation can ensure more competitive advancements while ensuring higher profitability.
Further it has been identified that with the help of globalisation business organisation can expand
their services to the place they like and can further undertake use of opportunities in order to
make significant increase in overall profitability and productivity in best effective manner. With
the help of globalisation process ASDA can allow their business functions with spread of
technology, culture, products and information. In addition to this, organisation can also increase
their revenue generation in best effective manner. Further it has been identified that globalisation
allow organisation to effectively encourage individuals from different locations and further
undertake use of profitability as to gain advantage of large base of opportunities. This will enable
entity to ensure their competitive advancements and further increase their profitability and
productivity in best effective manner. In addition to this, it has been identified that globalisation
significantly proves to be effective process for organisation that allow them to significantly take
advantage of large number of growth opportunities in best effective and significant manner.
Different strategies used by business to enter into emerging markets
As per according to the view point of Kasemsap, 2018, In order to ensure competitive
positioning in marketplace it is essential for organisation to take advantage of different types of

strategies as well as plan in order to undertake certain set of actions into practice as to increase
market value of organisation. As to take advantage of different types of factors that are
prevailing in marketplace and further evaluate opportunities it is essential for organisation to take
advantage of different types of competitive strategies. With the help of this, company can
effectively able to perform their activities and functions in best effective manner and can further
increase their profitability and productivity in best effective manner. It has been identified that,
organisation is required to effectively evaluate market situations and undertake strategies
accordingly in order to fulfil organisational goals and objectives in best effective manner. This
has been evaluated that it is essential for organisation to undertake use of strategies in order to
select well suitable plan as to increase organisational value in marketplace. In addition to this,
with the help of different of strategies company can effectively able to strengthen their
positioning in marketplace and can further increase their overall profit ratios. It has been
identified that, joint venture can prove to be effective for ASDA as with the help of this company
can make their entry into new marketplace. With the help of this company can get significant
chances to improve their organisational functioning. It has been determined that main advantage
that has been hold by joint venture is that with the help of this, company can have easy access to
new marketplace and can increase their organisational competitiveness in best effective manner.
Along with this, with the help of all these strategies organisation can have significant advantage
of attractive strategies with the help of which they can encourage company towards more
profitability and productivity.
Advantage of using different strategies employed by business to globalise their business
According to the view point of Song and Wang, 2018, it has been identified that with the
help of different types of strategies organisation can significantly able to increase their
profitability and can further take advantage of commercial functions. In addition to this, by
applying different strategies into organisational functions significant advantages can be
undertaken by organisation. This will further aid company to gain more competitive
advancements and can ensure more strategic advantages. This has been identified that by
applying number of strategies into consideration company can significantly able to increase their
market share and can duly serve customers from different locations. With the implementation of
strategies into organisational workplace ASDA can effectively able to stimulate their
profitability and productivity in best effective manner and can ensure more competitive

advancements in marketplace. With the help of strategies entity can significantly able to
encourage their employees towards more prominent performance that further aid company to
serve their customers. It has been denoted that different types of strategies benefit organisation to
increase their profitability and can also make expansion to different locations in well defined
manner. Along with this, strategies also benefit organisation to satisfy their customers at it best
and can ensure high amount of profitability.
Research methodology
Research methodology can be describe as a process or procedure that help in managing
the activities of research. This is one of the important part of conducting research activities in
effective and efficient manner. Though this procedure investigator will be able to collect
information or data about the topic. There are several ways though which researcher could
collect data and information. The thematic analysis will be focused in order to conduct data
analysis of this investigation to gain findings about entry in emerging markets
Qualitative research
There are various approaches that can be used by researcher in order to collect and
gather required information. Qualitative research can be describe as data and information that
can not be represented in the form of numbers or statistics. It consist of interview methods, focus
group, case study, observation and many more (Bresler and Stake, 2017). It is essential for
researcher to use this approaches in order to analyse behaviour, attitude, experience. Qualitative
research will use as it is majorly associated with the social and behavioural science as well as
used to resolve complicated issues. The results of qualitative research is more descriptive and
able to provide appropriate information about the topic.
Quantitative research
This type of research consist of systematic process of investigation about the topic.
There are various techniques or approaches that could be used by while collecting quantitative
data. This type of information and data can be represented or transferred in the form of numbers,
statistical, mathematical and so on (Ledford and Gast, 2018). Quantitative research approach
includes survey, questionnaires, focus group, experiment etc. This approach is very helpful in
taking better decision for research. Quantitative research approach will help in convert collected
data into numbers. This will aid in analysing information in effective and efficient manner in
order to achieve desired goals.

Sources of data collection
There are various sources that could be used by researcher in order to collect and gather
information. The key sources of data collection includes primary and secondary. Both of these
two methods are mention below in detail.
Primary method – This is a method of collecting data that is used for the first time.
Primary data includes original data and information and investigator who is collecting primary
data is known as owner of the data. It includes various methods such as survey, interview,
observation, questionnaires and so on. This one of the effective methods of gathering and
assembling appropriate and authentic information about the topic (Wiek and Lang, 2016). The
main benefits of collecting primary data is to it provide accurate data that is helpful in taking
better decisions. It also includes some drawback such as it is very time consuming process and
includes huge cost.
Secondary method – It includes ways of gathering information that is already available
or collected. Secondary method includes various sources that such as information available on
internet, government documents, books and journals, business paper and many more. This is
considered as easy and fast way of collecting information and data. Secondary methods includes
all those data that has been already collected in primary research and has been used by other
researcher (King and Mackey, 2016). The major disadvantage of secondary source of data
collection is that it is not able to provide authentic data.
For this research both primary and secondary methods are used. Primary source of data
collection is used in questionnaire where as secondary includes books and journals as well as
information collected though internet. Sample size for this research is 40 for respondents.
Gantt chart

Data analysis and interpretations
Questionnaire
Q1. Do you know about the concept of globalisation? Yes No
Q2. What is the impact of globalisation on business organisation? Greater competition Increased trade Increased capital & labour mobility
Q3. What is the suitable mode of globalisation in context of ASDA? Licensing Franchising Joint venture Foreign direct investment
Q4. What is the best growth strategy for ASDA in expanding of their business globally? Market development Product development Market penetration Differentiation
Q5. According to you, what are the benefits that can be achieved by globalisation in country? Rise in employment Improve economy Improved standard of living
Q6. As per you opinion, what are the challenges faced by ASDA in terms of globalisation? Political factors Global competition Factor of instability
Q7. Does expansion of business activities essential for ASDA in achievement of competitive
advantages? Yes

 No
Q8. What are the ways to overcome with issues related to globalisation in ASDA? Use advanced technology Effective organisational structure Accurate marketing strategies
Q9. Is concept of globalisation is favourable for ASDA in context of increasing profitability? Agree Disagree
Q10. Any suggestions for future research.
Frequency table
Q1. Do you know about the concept of globalisation? Frequency
 Yes 30
 No 10
Q2. What is the impact of globalisation on business organisation? Frequency
 Greater competition 15
 Increased trade 10
 Increased capital & labour mobility 15
Q3. What is the suitable mode of globalisation in context of ASDA? Frequency
 Licensing 10
 Franchising 5
 Joint venture 10
 Foreign direct investment 15
Q4. What is the best growth strategy for ASDA in expanding of their business
globally?
Frequency
 Market development 12
 Product development 8