Evaluating Global Trade Strategies: Avenue Supermarkets Dissertation

This dissertation investigates the impact of various strategies employed by companies in global trade, using Avenue Supermarkets Limited (D-MART) as a case study within the retail sector. The research explores how globalization influences business strategies, creating opportunities for market expansion. The study examines the effects of different strategies on company growth, including those adopted by Avenue Supermarkets for international market operations. The methodology includes a literature review, analysis of company strategies, and data collected from 50 employee questionnaires. The dissertation aims to evaluate the impact of these strategies, identify challenges, and recommend measures for success in the global market. The findings are presented to determine how companies can effectively enter global trade, attract customers, and ensure sustainable growth. The research includes an abstract, acknowledgment, declaration, table of contents, and chapters covering introduction, literature review, research methodology, data analysis, findings discussion, and conclusion with recommendations.

DISSERTATION
(To evaluate impact of diff. Strategies
implemented by companies in global trade. A
case study on retail sector)

ABSTRACT
Globalisation is the practice of integration and the interaction among the people,
companies and the government across the globe. It has been grown because of the advancement
in the communication and the transportation technology. With increased worldwide interactions,
growth of the international trade, culture and ideas are resulted. Globalisation has a greater
impact on the strategies adopted by the various companies as it creates opportunities for an
enterprise for tapping larger market across the globe. The present study is based on Avenues
supermarket Ltd, an Indian company that owns and operates its business as D-MART stores.
Furthermore, the study includes the effect of different strategies on the company's growth and the
various strategies that are been adopted by the firm for operating its business in the international
market. Moreover, it also involves the methodologies that are been used by the scholar in
conducting the study.
Further to analyse the data which is collected through various sources helps the company
to take effective decisions. In this dissertation data is to be analysed on the bases of questionnaire
which is to be answerable by 50 employees of the company. There reviews are to be undertaken
on the bases of the working techniques of the company and also the strategies which is used to
bring changes in their working. The data to be interpreted according to the judgement gathered
buy various employees and than accordingly the decision is to be taken. In this dissertation the
recommendation and conclusion are the major aspects. In this chapter recommendation is mainly
concluded to determine the various aspects which helps companies to use different strategies to
enter into global trade business. The conclusion determines the aspect regarding the company
working to enter into global market and attract the interest of employees and customer towards
availing such products at large scale.

ACKNOWLEDGEMNT
I express my sincere thanks to supervisor under whose guidance I completed this
dissertation on topic “impact of different strategies implemented by companies in global trade”. I
further express my gratitude towards my friends and family who motivated and support me at
every point. Without there understanding and knowledges it can't forced me to complete this
dissertation within the limited time.
Finally I would like to thank to god who had given me this opportunity to determines
various aspects which helps companies to take effective decision.

DECLARATION
This thesis represents the original research study that has been made me and wherever
the contribution of other is involved every effort has been made for indicating it clearly, with
adequate references to literature and the collaborative acknowledgement regarding the
discussions and the research.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGEMNT..................................................................................................................3
DECLARATION.............................................................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................6
Background of study....................................................................................................................6
Aims and Objectives....................................................................................................................7
Research Question.......................................................................................................................7
Rationale......................................................................................................................................7
Significance of research...............................................................................................................7
Structure of Dissertation..............................................................................................................8
CHAPTER 2 : LITERATURE REVIEW......................................................................................10
Theme 1: Impact of different strategies on growth of companies.............................................10
Theme 2: Different strategies adopted in the international market............................................13
Theme 3: Measures to be taken to overcome challenges globally.............................................17
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................20
Research type:............................................................................................................................20
Research philosophy:.................................................................................................................21
Research approach:....................................................................................................................22
Data collection:..........................................................................................................................22
Sampling....................................................................................................................................23
Data analysis:.............................................................................................................................24
Ethical consideration:.................................................................................................................25
Reliability and validity:..............................................................................................................26
Research limitations:..................................................................................................................26
CHAPTER 4: DATA ANALYSIS................................................................................................28
CHAPTER 5: DISCUSSION OF FINDING...................................................................................1
CHAPTER 6: CONCLUSION AND RECOMMENDATION.......................................................5
Conclusion ..................................................................................................................................5
Recommendations........................................................................................................................7

REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................13
QUESTIONNAIRE ..................................................................................................................13

Topic:
"To evaluate impact of different strategies implemented by companies in global trade. A case
study on Avenue Supermarkets Limited."
CHAPTER 1: INTRODUCTION
Background of study
A business organisation develops a range of strategies and plans in order to maintain
effective management and control on overall business of the company. It also leads in improving
the quality of business and improving profitability as well. In today's era in order top gain rapid
growth and success from the business, a business needs to expand its business beyond the
geographical boundaries (The Impact of Globalization on the Business. 2018). This expansion of
business is termed as globalisation. It results in improving the efficiency of company in grasping
many market area, attracting many populations in all over the world and increase its profit
generation capacity as well. Although, along with expansion of business, the complexity in
managing various business activities also gets increases. With expansion of business, a company
needs to enhance number of business activities, increase in level of competition, etc. In addition
to this, the company also needs to face a range of challenges such as compliance of numerous
legislations, expansion in demand, increase in expectations of customers, etc. In order to face all
these challenges in effective manner and developing management and control over each
complexity faced by the company, it is essential for managers to formulate effective strategies
for the business (Porter and Kramer, 2019).
The globalization of the company's business results in increasing various business
opportunities for the company such as foreign direct investment in the company, increase in
number of customers to be served by firm, increase in the demand of company;'s product, etc.
With the help of these opportunities, managers of the company can ensure the rapid growth of
business in global market (Kannothra, Manning and Haigh, 2018). Avenue Supermarkets
Limited is a global business organisation of retail sector industry. The company was founded in
the year 1969. It has opened a huge number of retail stores in the market and provides a range of
products to its customers under a single roof in 27 countries. By analysing the strategies and
plans of Avenue Supermarkets Limited, the scholar will become able to analyse the impact of
various strategies and plans for global business in growth and success of company.

The present dissertation shows a brief description about positive influence of
globalization over the business of a company. In addition, it will shows the impact of
development of a range of effective strategies and plans developed by the company over its rapid
growth in the global market. For the purpose of developing making in depth research over the
topic, the researcher will use several tools and techniques of research. Further, in order to
improve the collect reliable data and develop effective results from them, the scholar will adopt
the most appropriate method available in the research methodology.
Aims and Objectives
Aim
" To evaluate impact of different strategies implemented by companies in global trade. A Case
study on retail sector. "
Objectives
 To evaluate how different strategies impact on growth of companies
 To determine that different strategies adopted in the international market.
 To recommend what measures can be taken to overcome challenges globally.
Research Question
1. How different strategies of a business influences growth of the company?
2. What are different strategies that can be adopted by a company for international business
transactions?
Rationale
The present topic is being chosen for dissertation is to build the understanding of
different strategies that can be adopted by the company in order to perform the business
operations in the international market. Moreover, to fulfilling academic requirements is also one
among the major cause behind the choice. In addition to this, with a view to improve the
knowledge of scholar in context of impact of different strategies adopted by the business for the
purpose of globalization of the overall business of the company.
Significance of research
The study of present dissertation will help the reader in gaining knowledge of different
business strategies to be adopted for the purpose of performing well in the international business.
It would lead in spreading the knowledge regarding all the positive and negative impact of
different strategies adopted by the company in its global business environment. Along with this,

the dissertation will also help in improving the understanding of the scholar regarding different
plans through which a company can effectively face all the challenges suffered by it while
performing business in the global market.
Structure of Dissertation
CHAPTER 1 : INTRODUCTION
This chapter of dissertation will provide a brief introduction about the selected topic for
the dissertation along with aims and objectives of the research. It will also include reason behind
choosing the topic. In addition, the introduction chapter of the dissertation will also show how
the dissertation will help in improving the knowledge of scholar and its readers regarding the
topic.
CHAPTER 2 : LITERATURE REVIEW
Literature reviews are academic reviews of different authors on several themes made on
the basis of selected topic for dissertation. This part of dissertation helps the scholar in
developing the understanding over the selected topic. Further, the part also helps the reader in
having in depth knowledge over some significant themes of the topic. In this part of dissertation,
several journals and books based on the impact of strategies of business on the growth of
company in global market.
CHAPTER 3 : RESEARCH METHODOLOGIES
This chapter of dissertation will show information regarding different methodologies of
research used by the scholar. Further, it will also provide description regarding several tools and
techniques of sampling, data collection, data analysis and other activities performed by scholar in
order to come up with the end result of dissertation. This chapter will also provide information
regarding what type of research philosophies will be adopted by the researcher and how the
ethical code of conducts will be comply with by scholar.
CHAPTER 4 : DATA ANALYSIS & PRESENTATION
As the name describes, data analysis &b presentation chapter of dissertation includes
analysis of each data collected by the researcher from different sources. It will also show an
effective presentation of each collected data. With the help of data collection, scholar would be
able to obtain a range of information in context to the selected topic. On the other hand, for
presentation purpose, the researcher will present all the raw data collected for research purpose
in form of tables, graphs, charts etc. This part of chapter will improve the understandability of

each data collected by the researcher in order to find the actual result from the research. By
analysis of various data collected and observed, the researcher will show different views of
various samples selected for the data analysis purpose.
CHAPTER 5 : DISCUSSION ABOUT FINDINGS
This chapter of dissertation will show a detailed discussion about each data collected for
the research purpose. It will show a brief discussion about various observation made by the
scholar in order to determine the actual results. In addition, this chapter will also show a range of
findings obtained by the scholar for making an in depth analysis of the selected topic.
CHAPTER 6 : CONCLUSION & RECOMMENDATION
This chapter of the dissertation will provide details regarding how the overall study has
been made in order to determine the actual results from it. This section will provide a brief
summary of the whole study. Furthermore, the chapter will also include a section
"recommendation" in which will include various recommendation for the company in order to
face all the challenges that can be faced by it in its near future.

CHAPTER 2 : LITERATURE REVIEW
Literature review is a type of scholarly paper or article which outlines the secondary data
in form of views and thoughts of different authors and academicians and their work in different
articles and journals. The present research is based on the topic which studies the impact of
different strategies which can be implemented by the companies while doing business at global
level. So in the present study with help of literature review in form of views of different authors
on the impact of different strategies on the growth of the companies. The views of different
authors on different strategies which can be adopted while doing international marketing.
Theme 1: Impact of different strategies on growth of companies.
As per the views of Choshin and Ghaffari, (2017), globalisation of a business
organisation helps the company in increasing its profitability and marketability. Globalisation
can be defined as one of the best plan to be adopted by a company for the purpose of expanding
its business operations. Globalisation results in expansion of business operations of a company
beyond its geographical boundaries. Thus, with the help of globalisation process, a company can
gain a large amount of opportunities regarding increasing the number of customers and the
market coverage as well. On this De Bruijn and Ten Heuvelhof, (2018) argued that Globalisation
results in increasing the level of competition for the company. Thus, in case any company wants
to expand its business into global market, it would required to formulate a range of effective
strategies and plans with the help of which it can improve its sustainability within the global
market.
In the view of Monshipouri, Welch and Kennedy, (2017) managers of a company plays
a vital role in the success of a company. As per their views, managers of the company are given
task to formulate different plans and procedures for the company on the basis of which the
overall working of a company would be performed. With the help of effective strategies of the
managers a company can improve its efficiencies of performing different business operations
through which it can improve its performance in the global market and increase its profitability
as well. Further, as per the study of Schembera, (2018) after globalisation of the business, a
company may face different business problems such as increase in cost, variation in needs and
demands of customers, variation in the culture and environment of working, social and cultural
differences, etc. These are some of the major challenges that are required to be faced by the

company effectively as failure of the company in facing these problems may lead to suffer a
huge loss by the company in the global business market.
Further, Van der Lans, van Everdingen and Melnyk, (2016) have their views that while
formulating different strategies and plans for the company, managers are required to make an in
depth research over each aspect of the global market such as latest technologies, market
competition, needs and demand of customers, different challenges that may arise in the market,
social and cultural factors of market in which the company in required to be expanded, etc.
Strategies formulated on the basis of these factors would definitely lead to improve the quality of
plans and strategies of managers. In addition, these strategies will also have positive impact over
the performance of company in global market. On the other hand, as per the views of Vermeulen
and Witjes, (2016), Globalisation entails the business both opportunities and threats. It is an
essential task for each company to attain a large number of opportunities and eliminate chances
of threats of globalisation. For this purpose, a company expanding its business into global
business environment needs to appoint a different research and development team and provide
them a task to make a regular research on the each factor affecting the business. Further, it
should ask its managers to analyse reports of the research team and keep amending their business
plans and procedures as per the latest situation of the global business market. This policy of the
company can help the company in attaining maximum amount of opportunities for the business.
Along with this, with the help of research report, managers can also detect all the future threats
that can be faced by the company in its near future. Thus, they can also formulate their effective
strategies and plans for the company in order to improve its strength to face these threats easily.
Smither, Houston and McIntire, (2016) has a view that globalisation makes the company
to use the latest equipments for performing various business operations such as production,
supply, advertisement, sales, etc. It leads to improve the performance of the company in the
global market. In addition, this would also improve the efficiency and ability of the company in
enhancing the satisfaction level of the customers. Along with this, completion of various tasks
with the use of several latest business equipment, tools and techniques would help a business in
building its image within the market through which it can improve its profitability and
marketability in the global market. In this context Kannothra, Manning and Haigh, (2018) have a
different view as per which if a company decides to expand its business in the global market, it
would help the company in capturing a large market even beyond the geographical boundaries.