Research Project: Strategies for Business Entry into Emerging Markets

This research project investigates the strategies employed by businesses to enter emerging markets, with a particular focus on the role of globalization. The report begins with an introduction to the concept of globalization and its impact on organizations, emphasizing the importance of entering emerging markets for business growth. A case study on Holland & Barrett, a health food chain, is used to illustrate these strategies. The research includes a literature review that explores the concept and importance of globalization, as well as the strategies used by businesses for market entry, such as exporting, licensing, and franchising. The methodology section outlines the research design, which employs a descriptive research design and an inductive approach. Data collection methods include both primary and secondary research, with a questionnaire used to gather primary data and secondary data from sources like books, articles and journals to conduct literature review. The report concludes with an analysis of the research findings and data, including ethical considerations and data sampling techniques.

Research Project

TITLE:
The different strategies employed by businesses to enter emerging markets.
INTRODUCTION
An investigation project is conducted for a specified purpose to determine an aspect with
the help of executing an in-depth analysis over the chosen area of work. The present research is
depend on the importance of globalisation in an organisational context and plan of action
engaged through them to come into emerging markets. Globalisation is a wider term which has
huge impact over the functions of an organisation in effectual way (Barakat and et. al., 2015).
Entering into emerging market is considered as the major consideration of each business for the
intention of attainment of significant development in commercial centre. Holland & Barrett is the
selected firm for this specific research work, it is a chain of health food shops and the company
has its global business functions or activities. The key need of the firm is to entering within
rising market for the reason of achieving potential success and development. The proper
execution of the project is based on pre-determined aims and objectives, which are implemented
over the chosen area of work. In this literature review will provide support in developing an in-
depth evaluation in the form of theoretical perspective and suitable methodologies will be
selected by the researcher to providing significant support to the investigation work. along with
this data analysis will be effective in gathering first hand information by designing a
questionnaire (Tiwari and Herstatt, 2012). At the end of the project conclusion and
recommendation will be made on the outcome of the project.
TASK 1
P1 Research proposal that clearly defines a research question supported by a literature review.
Investigation proposal is a first milestone of an investigation work which provides
appropriate route to the investigator to move out the activity in correct manner. This part of the
investigation assist the work in right manner through the assistance of preparing aims and
objectives. Globalisation is considered as a broader term which which determined as a vast
procedure of fundamental interaction and integration among individual, governments and
businesses at global level (Bazilian and Onyeji, 2012). An emerging market is refers as region
that have few significant characteristics of a formulated commercial centre, but does not fulfill
the modular to be condition as a formulated commercial centre. Emerging industry is effective in
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providing a new area to the businesses to expand businesses for consideration of better future.
However in the contemporary economy, organisations are stated and begins their functions at
domestic level but must up a long term objectives and plan on how the business will be putting
significant business efforts globally (Shenkar, Luo and Chi, 2014). Holland & Barrett is a
leading chain of health food which majorly operates by its 1300 stores in around 16 countries,
involving a substantial presence in the United Kingdom, republic or Ireland, China, Netherlands,
India, Belgium UAE etc. The head quarter of the firm is in Nuneaton, United Kingdom. The
organisation was started to support market operations from the year of 1870 as a retail firm. The
company majorly operates in Vitamins, Ethical beauty enzymes, Minerals, Herbal medicines,
Vegetarian food. The company has around 7000 employees who are working for generating
more potential for the firm in attainment of development and success (Chen, Chiang and Storey,
2012). Aim and objectives are defined to support the investigation in right manner, aim and
objectives or questions for this specified work are associated as below:
Research Aim
To investigate the importance of globalisation in an organisational context and strategies
employed by them to entering into emerging markets. A case study on Holland & Barrett.
Research Objectives
 To understand the concept of globalisation.
 To identify the importance of globalisation in the context of business growth and success. To determine the strategies employed by Holland & Barrett to entering into emerging
markets.
Research Questions
 What is the concept of globalisation?
 What are the importance of globalisation in the context of business growth and success? What potential strategies are employed by Holland & Barrett to enter into emerging
markets?
Literature Review
The concept of globalisation.
As per the views expressed by Jeffrey A Hart, 2015, globalisation is refers as the
consolidation of industry in between of global system that consequently develops the connection
among countries or regions. Globalisation has plays vital role in removing the border among the
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nations and promotes free trade which helps in wider range of economic integration.
Globalisation is a wider term that performs vital function in processing opportunities for
businesses and provide them wider area to enhance its organisational functions in order to
increasing their development and progression. In the context of business globalisation is a critical
aspect that is considerably used through businesses to getting more opportunities within the
global market in order to achieving significant developmeny. Globalisation has helped to render
wider range of employment opportunities and assist to developed standard of living, effective
purchasing power or surge in recompense (Crane and Matten, 2016). This majorly motivates free
trade and potential competition within global market due to that businesses can be able to supply
goods and services in more reliable manner.
The importance of globalisation in the context of business growth and success.
According to the views stated by Mohammed Julfekar Haider, 2010, Globalization is not
really considered as a new thought, thus it is an essential aspects which has its importance from
the last few decades. Globalisation has majorly develop and change on the long time span to
indicate the precedence and scope of contrastive population. The world stretch of normality for
geopolitical, military, economic, and trade advantaged has offend the time period and clench
around each region across the globe (Savrul, Incekara and Sener, 2014). Globalisation is refers as
a wide or unavoidable aspect in the past times of human race, that is focuses over creating the
universe smaller through developing the transaction of products, facilities, data, skills
accessibility or cultures among antithetic nations and regions. Globalization is also recognised as
the process which has transformed a lot in our daily living. Globalisation has various importance
in the context of businesses in which some are associated as below:
Proper use of Resources: Globalisation is majorly leads the businesses to expansion of markets
or this enables businesses to create significant use of available resources (Firnkorn and Müller,
2012). This is an essential element that has a huge influence over the functions of businesses at
global level.
Foreign Exchange: Globalisation is majorly motivates exports or discourages import, thus it
create value for the firm in increasing foreign exchange which may result in attainment of
significant progression and development.
Benefit to the customers: Globalisation has benefited for customers, thus it provides wider area
to the businesses to explore their operations and achieve significant development or success by
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satisfying the needs and wants of customers. Globalisation also encourages fair and free
competition within global market.
The strategies employed by Holland & Barrett to enter into emerging markets.
According to the view point of Naseem Jeewa, 2019, In this contemporary organisational
situation the motive of each size of businesses is to expanding its organisational functions at
wider scale in order to achieving significant profitability and growth. Emerging industry is a new
area which has wider opportunities for businesses and has some characteristics of a developed
market. For entering into a foreign market mainly where in which the country has strict rules and
regulations. Holland & Barrett is operates as a most leading health food chain and majorly
concern over expansion of business in respect to increasing their customers base. For entering
into emerging market different strategies are employed by businesses in that few are connected
as below:
Exporting: This mainly refers as the most effective manner to enter within a new market, with
the help of this tool a business can easily trade good their products with the help of local
distributors (Grayson and Hodges, 2017).
Licensing: This mainly allows a local party to apply organisations name and produce or sell its
products and services or offer organisational services under a licence agreement. This is the most
effective and widely applied tool for expansion of business.
Franchising: This is quite different from licensing as this is also an effective strategy which
allows a business to operate their business under the brand name of specified firm, thus in this
the most applied strategy by the large business organisation (Rahimnia and Hassanzadeh, 2013).
In the context of Holland & Barrett franchising is the most suited strategy for entering
into emerging market, thus this create value for the firm in developing its business operations at
wider scale.
P2) Appropriate research methods and approaches to primary and secondary research.
Type of Investigation- Investigation methods determined to strategies, techniques or
processes utilization in data collection for analyse in circumstance to bring out new data and
develop amended apprehension regarding topic. There are two assorted sort of information
which are accumulated by few specific tools that are given underneath:
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Qualitative method- It is richer and mainly based on two different aspects i.e. positivism
and interpretivism research philosophy. This research method is helpful in support an in- depth
understanding about situation investigated.
Quantitative method- It might be easier to gather as well as analyse (Hair Jr and et. al.,
2015). It is based on large number of sample participants. It is based on data that can be
measured objectively with numbers.
In the existing research work, chosen method is depend on qualitative analysis thus it
effective in rendering theoretical data and conduct an in- depth analysis related to specific
subject area.
Research Design: This part is encompasses over three major kind i.e descriptive, exploratory
and experimental research design. In this existing investigation work descriptive research design
has been used through the investigator for better implementation of activities and it is effective
for qualitative research and assist the investigation in proper manner via providing in-depth
analysis.
Research Approach: It is besides an important element of investigation methodology which
plays effective part in completion of the work (Hitt, Ireland and Hoskisson, 2012). This section is
categorised among inductive and deductive research approach. In this existing area of work
inductive approach has been used through the investigator thus it is effectual in rendering
detailed analysis with the help of theories and hypothesis.
TASK 2
P3) Primary and secondary research using appropriate methods.
Data collection- It is explained as procedure of assembling and analysing data or
information in standardized as well as established way that able collect answer and evaluate the
outcomes of specific collection. Primary or secondary are considered to be the most appropriate
tool for data collection which are defined underneath:
Primary method- It is an original data source under which data are gathered first hand
through an investigator for particular investigation (Mathews and Yang, 2012). The primary data
can be gathered in many ways and elements of collect the primary data are questionnaire,
surveys, observation etc.
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Secondary method- In this, data and information has been collected through some other
person for the purpose other than current project an investigator and undergone statistical
analysis. The secondary sources to collect information are books, articles, journals, internet
sources etc.
In this present research project, primary tool of information accumulation is significantly
applied by the researcher in developing questionnaire and collect data from respondents. On the
contrary basis, secondary data has been applied in conducting literature review part by
considering perspective of multiple writers.
Data Sampling: This method is applied to gather data through set of people. THis section is
based on two different aspects i.e probabilistic and non-probabilistic method (Mura, 2012). In
order to conduct this research data has been gathered from random sampling tool which
replicates from non probabilistic method as effective for this particular project. In this sample
size of 30 has been selected for accumulation of relevant information.
Ethical Issue:
P4) Appropriate analytical tools, analyse research findings and data.
Questionnaire
Q1) Are you aware about the concept of globalisation? Frequency
Yes 28
No 2
Q2) Do you think that the idea of entering into emerging market is effective for
the growth of a business at global level?
Frequency
Yes 27
No 3
Q3) Do you think that, globalisation is effective in transforming a business from
small to large organisations in terms of its operations?
Frequency
Yes 25
No 5
Q4)What are the importance of globalisation in the context of business growth and Frequency
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success?
Proper use of Resources 10
Foreign Exchange 13
Benefit to the customers 7
Q5) What potential strategies are employed by organisations to enter into
emerging markets?
Frequency
Exporting 8
Licensing 7
Franchising 7
Joint Venture 8
Q6) According to you, the strategy of franchising is effective for Holland &
Barrett to enter into emerging market?
Frequency
Effective 26
Ineffective 4
Q7) Which kind of impact emerging market does have over the operations of
Holland & Barrett at global level?
Frequency
Positive 25
Negative 2
Neutral 3
Q8) What challenges are faced by Holland & Barrett while entering into emerging
market?
Frequency
Market volatility 7
Lack of Infrastructure 10
Environmental Issues 13
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Q9) Provide recommendation to the Holland & Barrett to effectively expanding
business operations at international market.
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Theme 1) People are aware about the concept of globalisation.
Q1) Are you aware about the concept of globalisation? Frequency
Yes 28
No 2
Interpretation:
As per the in-depth analysis of the project it has been understood that 28 out of 30 people
are cognisant in regards to the aspect of globalisation and leftover individuals are not alert about
the identical.
9
28
2
Yes
No

Theme 2) The idea of entering into emerging market is effective for the growth of a business at
global level.
Q2) Do you think that the idea of entering into emerging market is effective for
the growth of a business at global level?
Frequency
Yes 27
No 3
Interpretation:
From the in-depth evaluation of the project it can be evaluated that 27 out of 30
individual are agree with this argument that the thought of entering into emerging market is
effectual for the development of a business at global level. Leftover individual are not in favour
with the identical.
10
27
3
Yes
No