Analysing Globalisation Strategies: A Case Study on Graze's Expansion

This report analyzes the impact of globalisation on businesses, focusing on market entry strategies for emerging markets, with Graze as a case study. It defines globalisation and its implications, exploring various market entry strategies like franchising, joint ventures, and direct exporting. The report identifies key emerging markets and discusses challenges in developing effective strategies, including the importance of consumer decision-making. The research employs a positivist research paradigm and a deductive approach, utilizing primary data collection methods. The study aims to identify strategies for entering emerging markets, evaluate suitable markets for Graze, and assess the challenges involved. The report also highlights the scope and limitations of the study, emphasizing the importance of ethical considerations in data collection and analysis. The report summarizes the importance of globalisation and the opportunities for business expansion in emerging markets.

GLOBALISATION

TABLE OF CONTENTS
CHAPTER 1....................................................................................................................................3
1.1 Introduction............................................................................................................................3
1.2 Background of study..............................................................................................................3
1.3 Rationale of study..................................................................................................................3
1.4 Aims and objectives of the researcher...................................................................................4
1.5 Scope and Limitations............................................................................................................4
CHAPTER 2....................................................................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Definitional clarity.................................................................................................................4
2.3 Consumer decision-making...................................................................................................6
CHAPTER 3....................................................................................................................................6
3.1 Introduction............................................................................................................................6
3.2 Research Paradigm.................................................................................................................6
3.3 Research approach and strategy.............................................................................................7
3.4 Data Collection, methods and ethics......................................................................................7
3.5 Summary................................................................................................................................7
REFERENCES................................................................................................................................9

CHAPTER 1
1.1 Introduction
Globalisation can be defined a process of increased proportion of social, economic and
cultural activities which are carried out by a an organisation across the national borders. As the
process of globalisation is significantly increasing day by day, it has provided various
opportunities for different small and medium companies to expand in the international markets.
Globalisation has a significant economic implication on the business of an organisation (Zajda,
2015). It has increased the free flow of ideas, people, services, goods, etc which have provided
companies to expand across the international markets. In this report Graze is taken an
organisation, it is a company which operates in UK offers more than 200 snack combinations to
their customers. This chapter discusses about the background, aims and objectives and rationale
of the research.
1.2 Background of study
Present study discusses the process of globalisation which has provided various
opportunities to organisations to enter international markets of the world. With the increase in
the process of globalisation and reduction in trade barriers have made it easy for SME's to enter
various international markets (Radice, 2018). In order to enter international markets, it is vital for
any organisation to develop various strategies for entering international markets for example
Franchising, partnering, joint ventures etc. The market entry strategies which are adopted by the
organisation should be effective for the organisation and should be chosen by proper market
analysis. Despite there are various opportunities available for organisation to enter international
markets but it can be challenging as failure of strategy adopted can result a huge loss to business.
1.3 Rationale of study
Current topic has been chosen by researcher, as researcher wants to know what are the
various strategies which can be adopted by an organisation in order to enter in the international
market for expansion. Due to process of globalisation, which has given rise to emerging markets
across the world so, this topic can help researcher to know which strategy can be employed by
Graze in order to enter in emerging markets of the world. Also, researcher wants develop an
understanding about how a particular strategy can developed depending on the merging markets
in order to expand it business in the emerging markets of the world.

1.4 Aims and objectives of the researcher
Aim:
“To analyse different strategies employed by business for entering into emerging
markets-A case study on Graze”
Objectives:
 To identify various strategies for entering into emerging international markets.
 To evaluate different emerging market suitable for Graze for its business expansion.
 To assess the challenges faced by the company while employing strategies for entering
emerging markets.
1.5 Scope and Limitations
Scope: This study has got a broad scope as it can help various organisations to employee various
strategies for entering the international markets. Also, results of this study can provide a useful
data which can help them in taking decision for entering into emerging markets. Also, this study
can provide various suggestion for small and medium organisation to develop a proper entry
strategies and can be used by students for their academic field and can also act as secondary
source of data.
Limitations: Some limitations of this research are that gathering of irrelevant data can decrease
the quality of research. Another limitation of this can be the collection of irrelevant data and
failure of proper analysis of emerging markets.
CHAPTER 2
2.1 Introduction
This chapter of the study discusses the decision-making process and how a process of
globalisation can have an impact on the decision-making process of customers and what are the
factors which can influence the decisions of the consumers. Also, this chapter includes the
definition of clarity for the different terms which are included in the research, which can help in
giving proper understanding of this research.
2.2 Definitional clarity
Globalisation and its significance: globalisation is simply defined as the process of global
integration of societies and economies which have a significant impact on the people and their
lives. Globalisation have resulted in major significance on various businesses across the world,
as it has resulted in reducing the trade barriers and has also resulted in spread of products

technologies, people, information, etc easily across various international markets. It has also
generated a huge awareness among the people and organisation which has enabled them to
improve their market entry strategies (Georgiadis and Mehl, 2015). Process of globalisation has
benefited various organisation as they have been successfully able to enter in new international
markets and have been able to establish their business successfully in the market. With the help
of globalisation, a company can gain huge profits and competitive advantage which can result in
high profitability. Globalisation have a major impact on the business which can result in either
success or failure of globalisation.
Different market entry strategies: There are various strategies which can be employed by
Graze in order to enter in new emerging markets. One of the best strategy which can be adopted
by a company can be franchising which can help a company to create a successful brand and it is
the most easier way to enter in the new markets. The only thing a company has to do is to take
their existing and successful business model and identify the franchisee in chosen target market
and develop a franchisee. This will open the doors for the company in new markets. Another
strategy which can be used by company is joint ventures which is referred as partnership with
other company and the partnership will result in investment in a new business project. Also,
company can use the simplest way which is called direct exporting in which a company can sell
the products in the emerging markets. Direct exporting can be done by the agents and distributors
which can help in selling and exporting of products in the emerging markets.
Different emerging markets: Emerging market can be referred a country which have got some
characteristics of developed market but it has not yet satisfied the standards of developed market.
Emerging markets can be huge opportunity for a company to enter and make profits as these
markets have witnessing exponential growth which can prove beneficial for the company. Rise in
globalisation have also given rise to emerging markets across the world which have provided
various opportunities for the companies to enter these markets. These emerging markets have got
very high potential to grow and it requires lots of investment capital (Lingard and Lewis, 2016).
This is to noted that capital markets of these emerging countries are not that mature than the
developed markets. If a company is successful in entering these markets it can lead to high
profits for the company. These are various emerging markets across the world which provide
various options for the company to enter these emerging markets. Some of the emerging markets
across the world are as Brazil, Malaysia, South Africa, Chile, Colombia, etc.

Challenges in developing strategies: Developing a market entry strategies is very complicated
and choosing an appropriate entry strategies can be a challenging task for organisation. In this
era of globalisation, various companies across the world think entering in international markets
in order to boost their potential profits and growth. Establishing business in emerging markets
can be attractive but there are various challenges which a company may have to face while
developing an entry level strategies. It is vital for organisation to minimise the challenges and
develop a proper market entry strategies which can help the company to introduce their products
and services in the emerging markets. Many challenges could be faced by the companies while
developing a suitable strategies one of major challenge could lack of proper market analysis by
markets, difficulties in choosing the suitable modes of entry levels in the emerging markets, lack
of proper marketing strategies, etc which are some common challenges faced by the company.
2.3 Consumer decision-making
Consumer decision-making process play an important role for any business and it
involves various stages before taking a purchasing decision. It is vital for a company to
understand the customer's view or perception and has also understand what is going in the mind
of a customer while make a purchasing decision (Halabi, Nisa and Hands, 2018). Decision-
making process begins with problem recognition in order to satisfy its need and goes through
identifying the product which has a capability to satisfy its need and finally ends with a
purchasing decision. Once a customer is satisfied with the product it can be beneficial for the
organisation as it will help in developing a loyal customers which is very important in emerging
markets.
CHAPTER 3
3.1 Introduction
This chapter of the study discusses the paradigm of a research, the research approach
which will be adopted by a researcher in order to conduct a research. This chapter also discusses
about the strategy which is adopted by the research in order to complete research like the data
collection, ethical consideration and the methods used.
3.2 Research Paradigm
Research paradigm is referred as research model or an approach that is used by a
researcher to conduct research that has been verified by the research community. It can also be
defined as a set of beliefs that are shared by the researcher in relation to how particular problem

of the research is understood and will be addressed. Research paradigm are of three types such as
pragmatist, constructivist and positivists (Lin, Culham and Oxford, 2016). In this study
researcher will use positivist research paradigm as researcher are of view that there exists single
reality which can be known and measured. Also, qualitative research method will be used in
order to identify the market entry strategies of a company.
3.3 Research approach and strategy
It is referred as a plan or a procedure which involves various assumptions in relation to
interpretation, analysis as well as data collection. It can be divided into two categories such as
deductive and inductive research approach (Walker, Lin and McCline, 2018). Deductive
approach begins with a theory and in the absence of theory deductive research approach can not
be conducted. This research approach can be used by a researcher to gather more understand of
the topic. On the other hand in inductive research approach can be used by a researcher if there is
fewer or no existing topics on literature. In this study researcher will use deductive research
approach in order to gather proper information of the topic which can help in identifying the
strategies of entering emerging interna markets.
3.4 Data Collection, methods and ethics
Collection of data for research is vital part of the study and data collection methods can
be categorised in to two parts primary and secondary data collection method. In this study
primary data collection method will be used as it will increase the quality of research and will
help in effective presentation of data. In this report random sampling technique will be used for
selecting a sample size for the study (Hammersley, 2015). The total sample size for this will be
20 which be the employees of the organisation. In order to conduct a research, it is vital for
researcher take various ethics into consideration. In this privacy and validity of data will be
maintained, there will not breach of data and privacy of the participants will also be maintained.
3.5 Summary
It can be summarised that process of globalisation can very important for any
organisation in order to enter the international markets. Globalisation is also providing various
opportunities in order to enter the emerging markets of the world can help he company to expand
in the emerging markets. It can also be summarised that there are various market entry strategies
available for the organisation in order to enter such markets but developing a particular entry
strategy can be crucial for the organisation. Also, company can face various challenges while

developing the strategies or enter in the markets and it is equally important for the organisation
to minimise these challenges in order to develop a suitable strategy.

REFERENCES
Books and Journal
Georgiadis, G. and Mehl, A., 2015. Trilemma, not dilemma: financial globalisation and
Monetary policy effectiveness. Globalization and Monetary Policy Institute Working
Paper. (222).
Halabi, M., Nisa, K. and Hands, D. J., 2018. Identifying and Aligning Product ‘Attributes’ with
Latent Consumer Purchase Motivations. Asian Journal of Social Sciences and
Management Studies. 5(1). pp.16-22.
Hammersley, M., 2015. On ethical principles for social research. International Journal of Social
Research Methodology. 18(4). pp.433-449.
Lin, J., Culham, T. and Oxford, R., 2016. DEVELOPING ASPIRITUAL RESEARCH
PARADIGM. Toward a spiritual research paradigm: Exploring new ways of knowing,
researching and being, p.141.
Lingard, B. and Lewis, S., 2016. Globalisation of the Anglo-American approach to top-down,
test-based educational accountability. Handbook of human and social conditions in
assessment. pp.387-403.
Radice, H., 2018. Book Review: Globalisation and the Critique of Political Economy. New
Insights from Marx’s Writings by Lucia Pradella.
Walker, B. B., Lin, Y. and McCline, R. M., 2018. Q Methodology and Q-Perspectives® Online:
Innovative Research Methodology and Instructional Technology. TechTrends. 62(5).
pp.450-461.
Zajda, J. ed., 2015. Second international handbook on globalisation, education and policy
research. Springer.