Market Expansion Strategies: Insights from Emerging Market Firms

The assignment investigates how firms from emerging markets implement corporate expansion strategies during pro-market reforms to achieve competitive advantages. It highlights the contingent value of group affiliations and diversification as critical factors influencing market performance. The paper also explores various strategic perspectives, including co-opetition strategy effectiveness, regional perspectives on multinational expansion, and the paradox of authenticity versus standardization in restaurant groups' growth strategies within China. Additionally, it examines how organic production sectors cultivate market relations through territorial embeddedness during retail transnational corporation expansions. By analyzing these dynamics, the research provides a comprehensive understanding of the complex factors driving successful market expansion for emerging multinationals.

BUSINESS
REPORT

Table of Contents
TITLE: “To review business strategies for organisational expansion.” A review of Ragus Sugars.
..........................................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Overview of research..................................................................................................................1
Background of study...................................................................................................................1
Significance of research..............................................................................................................1
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Time scale...................................................................................................................................3
..........................................................................................................................................................4
LITERATURE REVIEW ...............................................................................................................4
Resources that are required by Ragus Sugars to expand its business.........................................4
Market expansion strategy for Ragus Sugars Ltd.......................................................................5
Companies who have already used market expansion strategy..................................................6
RESEARCH METHODOLOGY.....................................................................................................7
DATA ANALYSIS AND PRESENTATION.................................................................................9
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................22

TITLE: “To review business strategies for organisational expansion.” A
review of Ragus Sugars.
INTRODUCTION
Overview of research
In current time period, most of the organisation are adopt various strategies which help
them in expanding their business operations and its functions at international level. This will
assist in enhancing growth and sales by attracting large number of customers towards company
goods and services. The method which are used by respective company helps in expanding
business in largely manner upon its financial situation, competition and government regulations.
There are various business strategies which can be used by respective firm such as franchising,
licensing, export-import and so more (Arabali and et. al ., 2014). The report is based on Ragus
Sugars Ltd which is manufacturing company that implement its business in United Kingdom.
The main purpose of this assignment is to describe research aim and objectives which are related
to investigation topic. Along with this, literature review assist in analysing various authors and
scholars views regarding research theme. This will help researcher in order to carry out
appropriate analysis and examine business strategies.
Background of study
The research is based on Ragus Sugars Ltd. Which is manufacturing company and it is
currently execute their business operations in United Kingdom. Recently, they are try to expand
their business functions in US market place. The business in UK provide accurate result for the
company hence this will assist in expanding business operations in more geographical areas. For
this motive, managers have been asked to examine and analyse various resources which are
required for expansion (Askari And et. al., 2013). This will produce a wide range of products
which are deliver on time and in full range of international and UK customers.
Significance of research
The main importance of this study is to analyse business strategies which are helpful in
expand their business operations and its functions effectively. It is required for Ragus Sugars
Ltd is to gain attention of large number of customers for acquiring income or profitability. Along
with this, business strategies related to expansion assist in increasing growth and success level at
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global market area (Baldwin and Yan, 2012). This research is essential for analysing emerging
market situation where they are establish business operations for gaining profits.
Research Aim
It is one of the most important section of research report because there are no aim where
direction are proceed and easily conducted. This is mainly describe an issue which are faced by
an organisation and it is possible solution so that they can achieving with high growth.
Aim: “To review business strategies for organisational expansion.” A review of Ragus
Sugars.
Research Objectives
This is essential section of investigation and it define major goal of company which can
easily reached effectively (Barreto, 2012). It is useful and beneficial for researcher so that they
are able to evaluate whole research project in better manner.
Objectives:
 To identify the resources that are required by Ragus Sugars to expand its business.
 To choose the best market expansion strategy for Ragus Sugars Ltd.
 To determine the companies who have already used market expansion strategy.
Research Questions
In this part, questions are prepared and developed by an investigator as per the objectives
so that they have developed for themselves (Chen and et. al ., 2015). This can be analysed that it
is one of the important part of research project because this will able to understand and evaluate
research effectively.
Questions:
 What are the main resources that are required by Ragus Sugars while expanding its
business in U.S.?
 Which market expansion strategy will best suit to Ragus Sugars?
 Which company have already adopted market expansion strategy and used it
appropriately?
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Time scale
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LITERATURE REVIEW
A literature review describe about the published data and information related to specific
research area and there are some facts and figures associated with subjects in given period of
time. It is simple summary of sources but it is mainly use particular organisational structure and
it is combine with both summary and brief concept (Cheng and Xue-gang, 2015). This is the type
of review article. It is scholarly paper that includes current knowledge includes substantive
analysis and theoretical contribution of specific theme. The literature review is the secondary
sources and it does not reported new and original research work. It can be seen as basis of
investigation in each academic field. In this, it can be used for recognising different authors
views and opinions regarding specific investigation topic.
Resources that are required by Ragus Sugars to expand its business
As per the view of Don Sadler, growth and expansion are the major goals for most of the
company owners and entrepreneurs. They are expand their business operations and its functions
at large scale in order to gain high income and profitability. There are various resources which
are required by Ragus Sugars for expanding their business functions and its operations at global
level. Such are described as under: Introduce Innovative goods and services – It is one of the main resource which are
required by company while expanding business operations and its functions (Chien and
Zheng, 2012). This is essential for Ragus Sugars is to implement unique type of products
and facilities in the emerging market place which gain attention of large number of
customers in better manner. For this, they can easily attract number of customers towards
company goods and services. Sufficient finance – It is another main resources which are required for Ragus Sugars Ltd
while expanding business operations and its functions at global areas. This is necessary
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for respective firm is to gather funds which are helpful in easily expand their business in
other countries. Ragus Sugars Ltd need to collect appropriate funds and finance which are
used at the time of expanding business for gaining high growth and success (Coe, Johns
and Ward, 2012). For reaching with top position, respective firm can easily develop and
maintaining effective strategies that are used for analysing desired customers.
 Technology – It is one of the important resource that can be used by respective firm
while expanding business operations and its functions. Technology is mainly used in
different ways such as most of the business applied application in order to manufacture,
improvement in customer care, manage human resource (Fujii and Takahashi, 2012).
Also use of technology which make improvement in their services or products that are
assist in gaining high competitive advantages.
Market expansion strategy for Ragus Sugars Ltd
Market expansion strategies: There are five major steps to expand market share that are
as follows:
Introduce new products and services: To succeed in market organisation have to expand
their market and enlarge their business opportunities by introducing new products and services
into market place. To remain relevant into market place Ragus sugars limited adopt some simple
and easy strategies but they have to face some challenges that are they need to analyse products
and services (Hitt, Li and Xu, 2016). On other hand requirement of consumers in current
perspective and also have to conduct research about products and services that have to launch
into market and accordingly apply into market in which they sometimes fail.
Increase sales of current products and services: In that market expansion plan
organisation instead of expanding in to current products and services aimed to sell in another
goods for existing consumers. That is possible by establishing a specific segment by evaluating
current consumer base that is willing to buy some products another field. For that Ragus sugars
limited have sense of different segments in which they can enlarge business opportunities (Hsu,
2012). This can be establish by acknowledging buying history, age of consumers and gender of
consumers.
Expand across new areas: To expand market share the another best way is to expand
range of products and services by marketing efforts by current consumer base. Sometimes in
case of Ragus sugars limited grab large market share but on other field they are not able to
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expand share of market. To exhaust potential sales for a particular location by open new stores
and by directing marketing efforts and enlarge business opportunities (Kim and Mauborgne,
2014). It requires investment and through research by evaluating cost analysis and gain
potentiality of market.
New marketing channels: The another best way to expand market share is to change or
modify in marketing strategy by taking advantages of online sources such as Facebook, twitter
and Instagram are online sources to reach at large consumers base. By using search engine
optimization are very fruitful strategy and in which consumers and other clients give rankings.
To succeed in marketplace organisation have to engage, set well designed and easy to read
websites (Liu, Au and Choi, 2014). To enlarge business opportunities Ragus sugars limited
develop and enhance quality of their web with help of web designer.
Merging with other business: To enlarge business opportunities organisation adopt
fastest source to expand business is merging or acquiring other firm. It is best way to expand
business overnight but to succeed in that case organisation have to conduct through research and
development and financial position also of business.
Learn from competition: The another way to grow the business is to take appropriate
lessons from competitors and it is not related with in which industry it deals or engaged into.
Always availability of competitors and their strategies can give lesson to another firm to adopt
better than competitor. In case of Ragus sugars limited they dev lop an professional relationship
with other people so that they can enlarge business opportunities and gain competitive
advantage.
Companies who have already used market expansion strategy
As per the view of Löfgren (2014) Market expansion is a business growth strategy which
have been used by companies in order to reach with desired goals and targets. Success depend on
confirming that they have fulfilling all needs and requirements of existing market. Such may
include new and current products with an appeal in undeveloped regions. There are different
organisation who have used market expansion strategy of internationalisation which main
purpose is to expand their business operations and its functions at global level. For example,
Walmart is a large organisation which is adopted market expansion strategy that are currently
used by Ragus Sugars in order to expand their business operations in U.S. There are various
countries where WALMART expand their business operations in all over the world such as Asia,
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Europe and Latin America (Noe, and et. al., 2017). They have planned the expansion for more in
the near futures. For reaching with desired goals, Walmart encourage in expanding stores and
shops in around nine countries. Respective company can expand their business activities at
international level so they can easily earn high income and profitability. Along with this, market
expansion is an attractive strategy which has been determine sales to current customers and
market has been increased. It can be defined as market expansion strategy are adopted whenever
a business desire to enlarge their business activities and functions. With the help of this, they can
easily attract large number of customers towards company goods and services in market place.
Along with this, IKEA is also adopt market expansion strategy which assist in promoting
their goods and services in large market place (Oh and Contractor, 2014). IKEA started its retail
operations in China where they are gain attention of large number of buyers. This company
served as a good platform to test market, understand local demand and needs and used various
strategies. It will help them in expanding business operations in emerging market place.
RESEARCH METHODOLOGY
This is recognised as an important section of the research report that are based on some
methods and tools which can be used by an investigator in order to gather or collect correct
amount of data from different respondents. For this, research onion present as a appropriate
framework which has some layers that are described as follows:
Research philosophy – In this section, Positivism and Interpretivism are recognised as an
important philosophy that can be used by investigator in order to acquire better results for this
study (Peng, 2012). Interpretivism philosophy will be used in this research that are highly
required for investigator in reaching with valid conclusion. On the other hand, positivism
philosophy is not suitable for implementing investigation appropriately because this will provide
invalid judgement for desired research.
Research approach – In this part, inductive and deductive are considered as an essential
approach of investigation which can be used by researcher in order to identify issues that are
associated with specific topic. In this, deductive approach, there are various current theories or
models which are presents hypothesis regarding specific situation in order to deliver empirical
evidence. On the other hand, inductive approach of research includes non numerical information
which can be used so that outputs of numerical evaluation can be substantiated (Ritala, 2012). In
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the current research, deductive approach is used because this will assist in collecting and
gathering accurate data and information in systematic manner.
Research Strategy – It is most important section of layer of research onion that are
different parts that includes case study, quantitative survey, interviews and many more. Such
sources of data collection are used in this research and it is best appropriate method for gathering
and collecting data from sample size along with related research topic.
Research Choice – In this, there are mainly two types of investigation which includes
qualitative and quantitative method (Rousseau and Vranken, 2013). In quantitative research, it
will generate numerical data and information which can be regenerate into different numbers.
Therefore, both type of investigation are essential but researcher required to select qualitative
method of research so it will provide quality information and it will consume time.
Time Horizon – Gantt chart considered as a time horizon method which are used by
researcher in order to analyse and examine appropriate period of time for completing this
investigation activities and functions in given period of time. It is graphical representation that
are required for an investigator to examine opening and ending time of investigation functions.
Methods and Procedures and Research Instruments – In this, questionnaire describe as
one of the important and effective equipments of research that are used by an investigator to
collect and gather information related to customers regarding specific study (Singh and et. al.,
2018). In addition to this, it is that method which can help researcher to save time and collect
accurate data and information that will assist in completing each and every functions for examine
study in systematic manner.
Data sources – In this section, in order to analyse data and information regarding specific
topic, there are mainly two types of data methods which includes primary and secondary. In the
primary source, an investigator will create and develop an appropriate questionnaire which will
assist in collecting required data (Thorsøe and Noe, 2016). On the other hand, in secondary
source, researcher use various methods such as books, articles, journals, publication research in
order to collect and gather new information from respondents about the topic. Both are used in
this research which assist in collecting and gathering authentic facts and figures.
Research sampling – There are two types of research sampling method which includes
probability and non probability. Both sources are necessary for chosen sampling sample size
from large number of population. In probability, the chance of each participants are being
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selected in equal manner. In case of non probability method, possibility and opportunity of each
and every respondents are selected on unequal basis (Tsui, Klein and Garabrant, 2013). Such
sampling techniques and methods are used as per the topic, suitableness sampling method is
main part of non probability technique because it is inexpensive and time consuming. For this,
selected sample size of respondents is 40 by applying convenience sampling method which is
main part of non probability technique.
Research Ethics – It is one of the major part of research onion includes various factors
such as there is no harm to respondents, lack of informed consent, voluntary participation, data
confidentiality. This is essential for an investigator to ask simple and valid questions regarding
research topic. Thus, it will help in conducting different activities and functions (Wood, and
Reynolds, 2014).
Research Limitations – There are some limitations that includes cost and time which
directly impact on researcher at the time of completing all business activities and functions
(Zeng, Go and de Vries, 2012). Research topic is vast, an investigator required appropriate
period of time for managing business operations and its activities.
DATA ANALYSIS AND PRESENTATION
Data analysis – It is analysed as one of the important part of research procedure in which
investigation is required for examining and analysing the needs and demand in order to collect
accurate data and information in regards of specific aims and objectives. Along with this,
information and data is related to find out the same (Zeng, Go and de Vries, 2012). In this data
assist in examining and analysing by using of random sampling method and sample size which is
40 respondents. Apart from this, it will help them in identifying and analysing correct or
authentic that will used for completing this report. In this, respondents are such individual who
are participated in specific examination and it is generally take part in developing report of
research. This is used in both qualitative and quantitative study in better manner.
QUESTIONNAIRE
Q.1. Are you aware about the concept of market expansion strategy ?
 Agree
 Disagree
Q.2. Does business strategies assist in enhancing company sales and growth ?
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