Analysing Business Strategies: Marks & Spencer in Emerging Markets

This report investigates the various strategies businesses employ to enter emerging markets, focusing on a case study of Marks & Spencer (M&S). The report aims to examine the effectiveness of franchising as a market entry strategy for M&S. It begins by defining globalisation and its impact on businesses, then explores different strategies for entering global markets, with a particular emphasis on franchising. The analysis includes an examination of the relationship between franchising and M&S's performance in emerging markets. The research employs a deductive approach, interpretivism philosophy, and a descriptive research design. Data collection involves both primary and secondary methods, using quantitative and qualitative data analysis techniques. The report also considers ethical considerations and provides recommendations for improving business performance in the global market.

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. Further through this method, the chances of risk is also
minimizes such that not require any extra expenses and many big firms
are already uses this strategy in order to expand their business at further
level. Therefore, this shows the direct relationship with the franchsing of
the business performance in quoted firm.
Theme4: To provide recommendations to improve business
performance in global market.
On the other hand, Lee and et.al., (2015) states that in some market, buying an
existing local company is another best method to enter into new market
which a Marks and Spencer may also use. Though an existing company
already have rivals and a brand image, therefore it will be more easy for a
firm to establish its unit. On the other side, buying a company is the
almost a necessity when entering into new foreign market because the
company already has its own brand image and direct competitor. Though
its more costly for the firm to determine its true value but this strategy
also helps to provide an immediate status of local company and also
receive the benefits of local market knowledge. Moreover, this expansion
strategy also helpful to attract existing customers because the firm
already establish customer base. So it will be more beneficial to use this
strategy because of already having a brand image in market.
Section Four: Activities and timescales

Gantt Chart

Critical path
Section Five: Research approach and methodologies

Research philosophy: For this present study, researcher chooses
Interpretivism research philosophy because it is used to determine the
reality and also helps to identify exact results.
Research Approach: From the above, researcher uses deductive
research approach because it helps to conduct a study from general to
specific in order to get effective results and attain the aim of the report.
Research Design: From the above, the present study chooses descriptive
research design because it will helps a researcher to describe whole
consideration in order to get desired results.
Data Collection: Once sampling selection is done, the next step is to
collect the data from the representatives. In order to collect the data, the
researcher is going to make use of primary method of data collection in
which surveys, observations and interviews are going to include. Both
primary and secondary data is used in order to get exact results and to
Illustration 1: Research Onion

attain the aim i.e. To determine different strategies employees by
business to enter into emerging market.
Quantitative: These data methods are emphasize the objectives
measurement and some statistical metamathematical tools which are
collected through questionnaire and surveys.
Qualitative: It is exploratory in nature and also concerned with deep
understanding that actually unable to express the human feelings.
Mixed: this method is mainly used for conducting research which involves
both quantitative and qualitative methods of research.
Data Analysis: the report chooses thematic data analysis because it helps
to develop an effective results at workplace. For this purpose, the
researcher also prepared questionnaire that helps to attain the aim of this
report i.e. To determine different strategies employees by business to
enter into emerging market.
Sampling: simple random method is used in which 20 employees are
randomly selected in order to attain the aim of the report and to
determine the effective results.
Ethical consideration:
 Proper privacy should be maintained such that the adequate level of confidentiality of
the research data should be ensured.
 Any type of misleading information and the representation of the
primary data should be avoided.

REFERENCES
Kastner, A. N. and et.al., 2019. Franchising in African markets: Motivations and challenges
from a Sub‐Saharan African country perspective. Thunderbird International Business
Review.61(2). pp.169-181.
Lee, Y. K. and et.al., 2015. Market orientation and business performance: Evidence from
franchising industry. International Journal of Hospitality Management. 44. pp.28-37.
Madanoglu, M. and Castrogiovanni, G. J., 2017. 18. International franchising: influences of
environmental uncertainty and munificence on market entry timing. Handbook of Research
on Franchising, p.377.
Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market
Exporting Firms. Journal of International Marketing. 27(1). pp.20-37.
Zinkina, J. and et.al., 2019. Introduction: Globalization Context. In A Big History of
Globalization (pp. 9-23). Springer, Cham.
Online
Different market entry strategies. 2018. [Online]. Available through:
<http://www.tradestart.ca/market-entry-strategies>.