Research Project: Global Market Entry Strategies for Retail Businesses

This research project investigates the impact of market entry strategies employed by retail businesses when expanding into the global market. The project begins with an overview of globalization and the significance of choosing the right market entry mode for retail businesses. The rationale for the research highlights the importance of understanding market entry strategies for local businesses seeking international expansion. The research aims to explore different entry modes, evaluate marketing strategies, and examine motivating factors and challenges. The literature review covers critical success factors of international market development, motivations for entering global markets, and the challenges faced by retail businesses. The methodology section outlines the quantitative research approach, data collection tools, and sampling methods. The project includes an executive summary, results, findings, discussions, conclusions, and recommendations. The research employs a quantitative approach, utilizing data collection tools to analyze the impact of market entry strategies, providing valuable insights for retail businesses seeking to expand their operations globally. The project aims to provide a comprehensive understanding of the strategies, challenges, and opportunities associated with international market entry in the retail sector.

Investigating the impact of market entry strategy
employed by a retail business to enter the global
market
Research Proposal
Table of Contents

Research Proposal............................................................................................................................1
TITLE .............................................................................................................................................4
Introduction .....................................................................................................................................4
Overview of the Research ..........................................................................................................4
The rationale of the Research .....................................................................................................4
Reason for choosing the Research .............................................................................................5
Research Aim .............................................................................................................................5
Research Objectives ...................................................................................................................5
Research Questions ...................................................................................................................5
Literature Review ............................................................................................................................6
The critical success factor of international market development................................................6
The motivation of the retail business to enter the global market................................................7
The challenges for a retail business to enter the global market..................................................7
Summary of Literature review ...................................................................................................8
Research Methodology ...................................................................................................................9
Type of Investigation .................................................................................................................9
Research Approach ....................................................................................................................9
Data Collection Tool ..................................................................................................................9
Data Sampling ..........................................................................................................................10
Timeline of the Research ..............................................................................................................10
Research Project.............................................................................................................................12
EXECUTIVE SUMMARY ............................................................................................................1
Title..................................................................................................................................................2
Introduction and Background .........................................................................................................2
Research Methodology ...................................................................................................................3
Research philosophy...................................................................................................................3
Research approach......................................................................................................................3
Research choice...........................................................................................................................4
Research Objectives....................................................................................................................4
Research Questions.....................................................................................................................4
Time horizon...............................................................................................................................4

Research design...........................................................................................................................4
Source of data..............................................................................................................................5
Data collection techniques..........................................................................................................5
Research sampling......................................................................................................................5
Data presentation techniques.......................................................................................................5
Data analysis techniques.............................................................................................................6
Research ethics............................................................................................................................6
Research limitation.....................................................................................................................6
Research reliability and validity..................................................................................................7
Results and Findings........................................................................................................................7
Discussions....................................................................................................................................23
The critical success factor of international market development.............................................23
The motivation of the retail business to enter the global market.............................................23
The challenges for a retail business to enter the global market...............................................23
Conclusion ....................................................................................................................................24
Recommendation ..........................................................................................................................25
Reflection ....................................................................................................................................26
REFERENCES..............................................................................................................................27
Appendix .......................................................................................................................................29
Questionnaire sample................................................................................................................31
Questionnaire- answered ..........................................................................................................33
Logbook....................................................................................................................................36

TITLE
To investigate the impact of market entry strategy employed by local businesses
opportunities to enter into the global marketplace.
Introduction
Overview of the Research
Globalisation is a process where organisations try to expand their business in the global
market, i.e. nations where they aren't currently present. Retail is the most developing industry
which has a considerable contribution to the development of the country. Organisations are
focusing on coming into existence into a new marketplace though it faces critical problem in
choosing out the best marketplace entry mode to create a unique image in a competitive market.
This decision is vital. Thus, it can have an ongoing influence on a firm’s general business
performance. In the retail industry, direct exporting may be considered as one of the most
effective strategies in a competitive marketplace that business may accept to start up a new joint
venture with appropriate business licensing the manufacturing. Thus, retail is the most leading
sector which can quickly expand the trade because, in this sector, growth opportunities are high.
The rationale of the Research
In the context of systematic research, it is based on the impact of market entry strategy
employed by a retail business to enter into a global market. Globalisation allow companies to sell
their products in a different part of the world. The business enterprise decides market entry
strategy at the time of determining the mode of entry in the new economy. It depends on the
target market, as there are multiple options for global expansion (Davidson and et al., 2012).
This research will provide information to local businesses about the significance of expanding
operations at the worldwide level.
Reason for choosing the Research
Herein, a potential cause for choosing appropriate research helps in defining new ideas and
knowledge base of a researcher as well as learners in a particular subject area. However, another
reason is the personal interest of the researcher; thus, in this manner, an investigator wants to
enhance their knowledge base in the specified field to broaden the area for attaining growth. This

study provides a brief knowledge about market entry strategy so that they can enter into new
mark place in competitive edge (Hopkins, 2011). This can be considered as the critical research
behind academic research, which influences the retail industry to analyse different ways to enter
into a suitable market to attain higher growth and success.
Research Aim
To investigate the impact of market entry strategy employed by a retail business to enter
the global market.
Research Objectives
Following are the objectives of this research:
 To explore the different entry mode that can be used by the retail business.
 To evaluate the pros and cons of different marketing strategies that can be adopted by
the retail business. To examine motivating elements along with different entry modes in another
marketplace.
Research Questions
Below is a description of the research question:
 Which is the critical success factor of international market development?
 What motivates retail business to enter the global market?
 What are the challenges fora retail business to enter the global market?
Literature Review
A literature review is an essential aspect of research work. Thus, it gives a detailed
description of the selected area of study via analysing different opinion and ideas of the varying
writer and various authors. This part of the investigation entirely depends on secondary tools, as
in this information’s are being gathered from secondary sources like books, journals,

newspapers, published research article etc. This part is useful in gaining various abstractive
knowledge that helps the researcher in reaching the potential outcome.
The critical success factor of international market development
As per the views expressed by Sam van Gansevoort, 2015, International market
development has been recognised as one of the essential strategies in developing and emerging
economies. Thus, it is also useful in establishing market and attaining a higher competitive edge
in the commercial centre. In today's competitive world, the key considered area of each business
is to expanding business at the global level concerning gaining experience of dealing in the
international market. Within the market, there are different ways for an organisation to look up
towards worldwide growth, such as high productivity, profitability, low cost. Moreover,
acquiring skills and trained human resources highly with advanced technologies as well as
diversification of value and profit base. There are various critical success factors of international
market development in which some are associated as below:
Competitive Strategy: This is the essential factor that prevents success for business or industry in
global market development. In today's competitive environment, competition is increasing day
by day with production. Thus, marketing is more concern ongoing international to attain high
productivity and profitability in a competitive marketplace. (Kollman, 2016). Retail is the most
leading sector in which competition is so high, so a local organisation must analyse the market
and the strategies used by rivals to offer services and implement a unique and useful policy in
respect to providing better services and attaining sustainability and growth.
Intercultural Competence: It is a crucial, and essential success factor is well-qualified and
experienced employees for providing effective services and facilities to the users.
For international market development organisations are mainly looking for soft skills thus an
individual is required to have the ability to create and grow global networks to manage
intercultural squad, to acquire customers in foreign markets, or to learn and to adapt successfully
to a fast-changing environment.

The motivation of the retail business to enter the global market
According to the opinion of Vicki, Jessie, Macarena, 2014, Retail is the most developing
industry which has a great opportunity within the market and analyses as the critical aspect of
international business. In the retail sector, the level of competition among organisations is high,
and the primary purpose of the organisation is to enter into the global market concerning respect
to sustaining a competitive position. Various factors motivate retail businesses to enter into the
worldwide market, in which some are associated as under:
Market Opportunities: In the retail industry opportunities are available at more extensive range
because retail sector majorly deals in grocery and merchandising general products and these are
effective in fulfilling needs and demands of customer at the global level. Within the retail
industry, an organisation may have the desire to expand internationally for gaining opportunities
that exist in the market. These opportunities consider as need and demand of a business in the
international marketplace, along with the changing taste of a favourable product at the global
market or the absence of rivalry abroad that would give an organisation for the real first-mover
advantage (Mackinlay, 2013).
Risk Diversification: Global expansion is also useful for the retail industry to diversify the risk
and maintain the sustainability of the business within the global level. Risk minimisation is the
primary consideration of each sector of the market, and in the retail industry, the organisation
needs to reduce risk to attain a competitive edge and sustainability.
The challenges for a retail business to enter the global market
The views expressed by Mai P. Tran, 2015, Going global is a significant aspect; Thu,
globalisation is a broad concept, and it is not easy for an organisation to become international.
However, an organisation or industry requires to have higher competencies and brand image in
respect to actual survival within the global market.
Retail is the most developing sector and having a massive competition within the market; thus, in
this, organisations are focused on entering into the worldwide market to attain higher
opportunities and sustainability. The industry faces multiple challenges while entering into the
global market in which some are associated as under:
Cultural Complexities: Cultural complexities involve different culture, taste, preferences of
customers, need etc. this recognised as the significant challenge which is faced by the retail

industry at the time of entering into the global market. People from different countries place
various values and priorities on different products, as their taste is different from each other and
this cause issue for the firm in providing appropriate services to their customers.
Tax Tariff: The primary consideration of industry is required to have appropriate idea and
knowledge about the preferred tax and tariff norms concerning reducing the chance of incurring
an extra cost. Each country has some tax or tariff charges to industries bringing products into
their country. Before expansion industry should have an idea about these tariffs so organisation
form the retail sector can incorporate them into the financial planning element of your
globalisation plans.
Summary of Literature review
The considered analysis of the project it has been summaries that marketing strategies
play a vital role in developing opportunities for business to attain growth at the global level. This
study is useful in enhancing the idea and knowledge base of the learner in the area of
globalisation. This study majorly contributes to improvising the knowledge of people regarding
the strategies employed by businesses to enter into the global market. This study is useful in
evaluating the aspect of entry, which may create benefit for the retail companies in attaining
growth within the international market.
Research Methodology
This recognised as an effective way of theoretical analysis of method which is valid on a
particular topic or a specific area. This is an essential part of a research proposal. Thus it
provides an idea about the use of suitable methodologies that supports the investigation in the

right manner. Moreover, it covers various application which is associated with it are defined
below:
Type of Investigation
This is the most critical responsibility of the researcher to have an appropriate or proper
investigation type to carry out the activity in a suitable way (Maertens, Colen and Swinnen,
2011). Research can be qualitative or quantitative. Qualitative research depends on the
superiority of information; thus, in this information is gathered based on qualitative means; on
the contrary basis, the quantitative investigation depends over the analytical framework as in this
quantitative information is collected. In this investigation, quantitative work is most useful,
which is active by a researcher to draw a valid and reliable outcome.
Research Approach
This section emphasises on two leading types, likewise inductive and deductive research
approach. In this particular investigation work, the inductive research approach is the most
suitable tool and will be applied by the researcher. This tool is useful because it is efficient for
qualitative investigation and based on theories and hypothesis.
Data Collection Tool
In an investigation, work data and information data and information is the fundamental
aspect; hence, the whole actions of an investigation work depend over the data accumulation by
the researcher from different sources. Data collection emphasises on two essential tools, i.e.
primary and secondary Thu, these two are useful in gathering of accurate data in respect to
generating proper outcome (Waltman, Tijssen and van Eck, 2011).
Primary tool is helpful in gathering of data for the very first time, and that is real in nature, thus
in this information is being collected through conducting survey, case study, observation,
interview etc. on the contrary secondary tool is useful in processing a theoretical aspect for
providing an in-depth evaluation, this information is being collected through secondary elements
like books, journals, published investigation articles etc. In this present investigation work, both
primary, as well as secondary tools, will be suitable for gathering valid or reliable information in

respect to the drawn outcome. Primary tool will be applied for surveying as in this questionnaire
will help in collecting data through the selected people. However, the secondary tool will be
useful in leading the aspect of literature review by determining the opinion and views of different
authors and writers.
Data Sampling
It considered as a tool that is used in the statistical research in which a fixed range of
sight is taken through a vast number of people. Sampling has been emphasising on non-
probabilistic and probabilistic sampling tools (Wright, 2016). In the present investigation project,
convenient sampling tool from non-sampling will be applied by the researcher; thus, it is useful
in the accumulation of reliable data from determining views of selected respondents. Within this
investigation, the chosen respondents are 40 will be taken into proper action.
Timeline of the Research
A timescale is considered as the essential part of an investigation which provides a
practical pathway to implement investigation activities effectively. A Gantt chart is a kind of bar
chart which accurately illustrates a project schedule. The prior consideration of an investigator is
to develop a sufficient time scale concerning effectively managing all exploration activities.

START WEEK 05/03/2019 END WEEK 05/08/2019
TASK NAME W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20
Develop aims and Objectives
Introduction
Literature review
Research Methodology
Data Collection
Data Analysis
Conclusion and Recommendations
Submission of final report
Investigating the impact of market entry strategy
employed by the retail business to enter the
global market

Research Project