Business Strategies: ASDA's Entry into Emerging Markets

This research project examines the strategies employed by businesses, specifically focusing on ASDA, to enter emerging markets. The project begins with an introduction to globalization and its impact on business expansion, highlighting the benefits of entering developing markets. The objectives, rationale, and research questions are clearly defined, followed by a Gantt chart and work breakdown structure to illustrate the project's timeline and organization. A comprehensive literature review explores the concept of emerging markets, the factors influencing companies' decisions to enter these markets, and the specific strategies ASDA could employ. The research methodology section details the research onion framework, outlining the research philosophy, approaches, and methods used, including positivism, interpretivism, inductive and deductive approaches, and qualitative and quantitative methods. The project aims to detail the rising markets and determine all the factors that may influence the business to enter into rising markets. The project provides insights into the global market entry strategies used by ASDA.

Research Project

Table of Contents
Table of Contents
Research Project ..............................................................................................................................1
Topic of the research – The topic of this research is “The different strategies employed by
business to enter emerging markets. A case study on ASDA. ........................................................3
Introduction .....................................................................................................................................3
Objectives of the research ..........................................................................................................3
Rationale for the research ...........................................................................................................3
Gantt Chart and work Breakdown Structure ..............................................................................4
Research objective .....................................................................................................................6
Research Questions ....................................................................................................................6
Literature review .............................................................................................................................6
Developing market......................................................................................................................6
Various ways which influence companies to enter into developing markets.............................6
Strategies that are be employed by ASDA to enter into emerging markets................................7
Research methodology ....................................................................................................................8
Data analysis and interpretations ..................................................................................................13
FINDINGS ....................................................................................................................................15
Reflection ......................................................................................................................................19
Recommendation ..........................................................................................................................20
Conclusion ....................................................................................................................................20
REFERENCES .............................................................................................................................21

Topic of the research – The topic of this research is “The different strategies
employed by business to enter emerging markets. A case study on ASDA.
Introduction
Globalisation introduces as a process by which an organisation can easily expand their
business. The main markets where globalisation works are financial markets, commodity
markets, money and credit markets, capital markets, etc. there is huge development in the
globalisation era as this helps the companies to increase their sales and growth (Obstfeld,s 2015)
Companies can increase their market share and customer base if they work at global level.
Globalisation provides incentive for different countries gain benefit by increasing competitive
advancement. Various companies are able to content high economic process for their products
and benefits from economies of scale. This leads to decrease in production cost of the company.
The main benefit of globalisation to companies is that it enables a international accession to
resources of material (Wolfe and Pyrooz, 2014). This helps companies to become cost
contending in domestic as well as foreign markets. In context of ASDA, it is said that this
company is a UK based multinational firm that is operating all over the world in various
countries. This company has to be competitive so that it can sustain successful for longer period
of time (Economics of Globalisation, 2019).
Objectives of the research
The main purpose of this research is “To analyse the various scheme employed by
business to enter into future markets. A case study on ASDA”
Rationale for the research
The subject of this particular research is chosen because there is a need for every
company to grow and develop it's business (Wright, 2016). According to the perspective of a
successful business it is important to remain successful in market for sustaining in market
(Abeysekera and Dawson, 2015). Every company must have knowledge about emerging markets
if it want to expand business. In case of ASDA, it want to expand it's business across the world.
So it is important for this company to analyse different markets before entering them (Zhou,
Lema and Urban, 2015).

Gantt Chart and work Breakdown Structure
Work breakdown structure
It introduces as an effective framework which is used by an organisation or researcher to
divided whole project into different parts (Dayani and Gelbard, 2015) .As this framework helps
an investigator to complete each tasks of study in more systematic and accurate manner. This this
chart different departments have to work with each other which will helps an enterprise in
development of its growth and success (Automatic Conversion of Software Specification into a
Gantt-chart subject to Organization's Constraints, 2015)
Gantt Chart
Gantt chart is defined as the structure of bar chart which is helpful in understanding the
schedule of research project. This was given by Henry Gantt in the year 1910. Gantt chart helps
an investigator by providing accurate information about the starting and ending time period for

completion of research. The Gantt chart for this project is demonstrated by the following
diagrams-

Research objective
 To detail study about the rising markets
 To determine all the factors that may influence business to enter into rising markets.
 To study all the strategies that could be employed by ASDA to enter into emerging
market.
Research Questions
 What do you mean by emerging markets?
 What are the cause which influence organisations to enter into emerging markets?
 What are the scheme which could be engaged by ASDA to come in into rising market?
Literature review
Developing market
As the view point of …......., market emerging is defined as a country which has various
characteristics regarding to developed market . It doesn't satisfy standards which are termed to be
developed market. In upcoming times emerging market play an essential role in many countries
for developing the market in effective manner. In reference to ASDA, it operates in twenty eight
countries across the countries. In the retail industry, ASDA has experienced role in acquisitions.
Emerging economic and developing countries are called to be emerging market which aid to
termed as emerging economics or developing countries which are aid in investing and in more
productive capacity (Leitão, 2014). The emerging markets are the essential part which aid to
increase in growth of company in global economy, it has five characteristics. The main
categorisation of emerging market is having lower average of per capita income. Low income is
an essential criteria as this gives an incentive for another characteristic i.e. rapid growth. The
businesses in emerging markets have to adopt the new techniques and trends that are required in
an industry(Johanson and Mattsson, 2015).
Various ways which influence companies to enter into developing markets
There are various several factors which influence organisations to enter into developing
markets. To earn the profit and productivity, it is necessary that company has to choose the right
market in which it has to enter to earn huge market share and profit in effective way (Trudgen
and Freeman, 2014). Company which is working at global level has to increase profit and sales
margin to capture large audience. To increase customer base company need to focus on

expanding their business in various countries (Alguezaui and Filieri 2014). In some of countries
there are lot of prospective customers of high and low earning income level who can become
target customers of the company. If any company wants to expand its business across the world,
it can choose the option of operating globally. The main objective of any company is to become
popular worldwide and provide quality services and products to people. Globalisation is the best
way for increasing brand awareness and reputation (Vasin and Gamidullaeva, 2015).
Strategies that are be employed by ASDA to enter into emerging markets
As per perception of Brenes, Ciravegna and Montoya, 2015, Some methods have been
chosen by firms to make entry in international market. Due to improper marketing strategies,
running operation have adverse affect on businesses getting expanded in foreign market. The
licensing, franchising, direct exporting, partnering, buying company, joint ventures and piggy
banking have found to be effective method to firms who wants to enter into untouched market.
Further, direct exporting can be used to sell product directly in target market, where company
wants to operate its business activities with optimal utilisation of resources At primal level,
management tries to own resources, so that flow of activities does not get hampered in n
organisation. Further, it has been assumed that once a firm have established its plant in target
location, sales activities have been converted into agents that represent themselves in market. In
such cases, agents and distributors are considered to be first employer, that tries to build up
positive image of firm in international market. Henceforth, it is important that company should
chose their agent and distributors wisely in order to perform activities and growing business in
competitive market. The licensing are defined as business arrangement in which one company
gets permission from another to manufacture their products for a specific payment. Thereafter,
franchising is business relationship between two entities, where on party allow other to sell its
products and intellectual property in market. Direct exporting involves an organisation selling its
commodities directly to their target customers in international market. While, partnering is
defined as legal form of business operations between two or more individual, who share
management and profits. Then joint ventures is an agreement between parties for a particular
purpose ans usually have a specific time frame in an organisation.

Research methodology
The research onion was used in explaining research methodology, to have in-depth study
with research onion structured that are developed by Lewis & Saunders in 2012. The framework
is further classified in to outer and inner layer of onion. The innermost layer defines as data
collections (Bresler and Stake, 2017) .The next layer is termed as as cross-sectional, then comes
mixed methods. Thereafter, case study and surveys have been layered, then deductive and
pragmatism is been layered in research onion. Each layer have been briefly described under-
beneath:
Research Philosophy: It is outermost layer in research philosophy and effectively utilised
in collecting raw information which is useful in coming to an accurate conclusion in an
organisation. The different research such as doxology and epistemology are used to provide
correct data to investigators. The most important are positivist and interpretive research
philosophy
Positivism: According to positivism, research strategy is approached on basis of data
collection and hypothesis development by investigator. Such hypothesis are been tested and
confirmed and are stored in future use in research (Fletcher, 2017). Another feature of this
philosophy is positivist researcher follows highly structured methodology in order to facilitate
hypothesis. Thereafter observations is been carried out on collected statistical data.
Interpretivism: It is branch of epistemology which is focused to assessment on difference
between human and social actors. In other words, this research is based on social life world. The
conclusion in this research are purely based on human behaviour in an organisation.
Research Approaches - A research approach is defined as a procedure or plan which
involves systematic procedures having wider in-depth assessment on data collection method,
investigation and representation. This depends on research issues and its nature have been briefly
explained. There are basically two types of categories of research approach which are mentioned
below -

Approach of data collection -

Approach of data analysis and interpretation – It includes two types of approaches to data
analysis which are listed below -
Inductive approach- Under this, the researcher collects relevant data for interest of his
or her topic. The researcher makes several patterns an data analysis by the use of collected data.
When there is an inductive approach the researcher has to collect data through set of
observations and various experiences (Cheong, Hallihan and Shu, 2014) .The different steps
involved in inductive research are gather data, look for patterns and develop a theory.
Deductive approach - It starts with a social hypothesis that is compelling and express
are find through this data. A deductive approach to research is afraid with the processing of
theory that is supported on existent concept and then designing a research strategy for testing the
theory. A deductive design is made for seeing link between two factors. There are various
advantages of this kind of research such as this explains casual relationship between concept and
variables, measuring concepts quantitatively and generalising the research findings to a certain
extent.
The qualitative approach A subjective research is a multimethod in center that
incorporates interpretive, naturalistic methodology for its topic. The major objective of
qualitative research is to realize and analyse the social experience of man-to-man, groups and
cultures. In these kind of research people or a group of multitude are affected in their scene. The
qualitative research are generally exploratory and they focus on how and why a particular
phenomenon or behaviour is operated in particular context (Teherani and et. al., 2015) .The
different methods used in qualitative research are daily accounts, observation of individual,
descriptive anthropology, open ended questions, etc.
The quantitative approach - the quantitative approach is characterized as the
investigation in which information is gathered in a numeric form and this is define into various
aggregation, rank order or measured in units of measurement. This kind of data is used for
conception graphs and tables of raw data. Quantitative researchers have an objective to establish
laws of behaviour and phenomenon around various contexts and settings. A research is used for

testing a theory and getting result for supporting it or rejecting it. There are several methods used
for gathering quantitative data such as experiments, questionnaire, etc. The applied mathematics
acquire helps in turning the quantitative data into useful information for helping and making
decision making. Statistics is used for summarising data, describing relationships, patters and
connections. Statistics can be inferential or descriptive. The descriptive statistics helps in
summarising the data and inferential statistics is used for identifying the statistically significant
differences between different groups of data (Manolova and et. al., 2014).
Data collection method: This is delimited as the procedure by which accurate and data are
collected by the researcher for conducting an effective research. There are basically two types of
technique for collecting data such as primary and secondary methods. According to the Primary
method, fresh or raw data is collected and this information is grouped into two parts of research –
quantitative research and qualitative research (Palinkas and et. al.,2015). The different ways by
which Primary data can be gathered are interviews, questionnaires, face to face interactions, etc.
This helps in analysing relevant and proper data or information. On the other hand, Secondary
data is characterized as employ of already searched data that is available through different
sources such as research books, news papers, magazines, advertisement media. Data collection
has a very crucial role in conducting an effective research as it is important for the researcher to
collect authentic and relevant data that is used for making recommendations and conclusions for
the research. it help in measuring the end results of data collection that support in taking right
decision.
Sample size: It determine the measurement of sample applied in an investigation , this
method is applied for explaining a set of population. Along with this, sampling can be explained
into probability and non-probability method which can be impacted via size of sample as well as
population size also. Probability sampling also divided into different parts in which random
sampling is more essential method for data collection. Non-probabilistic is another method for
selecting sample size. According to the current study, probability sampling is method used by
researcher because it not require more resources of an organisation.
Data analysis: It is determined as an useful and accurate process of evaluating data via
examining information. This introduces to stages of gathering, transforming as well as cleaning
information with motive of accessing data (Mihas, 2019) .It includes different stages which are
data requirement specifications, collection, processing, cleaning and communication. In these

phase information is collected and determined with the motive of investigating required data.
Here the information is also determined via qualitative and quantitative methods.
Questionnaire – It is an effective and useful instrument used by researcher to collect
accurate and valid data about the current study. This method helps an investigator by providing
reliable information. With the help of this method, there are some closed-ended questions which
will be explain as under:
Questionnaire
Q 1) Are you have any knowledge about the globalisation ?
a) Yes
b) No
Q 2) Do you have any idea about emerging markets?
a) Yes
b) No
Q 3) According to you, strong strategy is essential for an organisation in establishment of its
business in foreign countries?
a) Agree
b) Disagree
Q 4) What is the suitable strategy applied by company for entering into international market
place?
a) Franchising the brand
b) Direct exporting
c) Joint Ventures
Q 5) What are advantages that an organization has after setting business in other nations?
a) capability to tap into wider talent pool
b) Maximise in market share
c) Maximise in sales of the organisation