Grupo Intercom: Globalization, UK Market Entry, and Growth Strategies

This report provides a comprehensive analysis of Grupo Intercom's globalization strategy, focusing on its potential for growth and expansion, specifically within the UK market. The literature review explores the broader concepts of globalization, its impact on businesses, and its importance for companies seeking growth, like Grupo Intercom. The research methodology outlines the qualitative research design, inductive research approach, and interpretivism research philosophy used to identify growth opportunities. Data collection methods, including sampling and ethical considerations, are discussed. The report analyzes the advantages of globalization for Grupo Intercom, including increased innovation, access to foreign markets, and competitive advantages. It also examines how the company can utilize email marketing, social media, and digital marketing to introduce its services in the UK market. The conclusion and recommendations section summarizes key findings and suggests strategies for successful market entry and sustained growth.

GLOBALISATION

Contents
CHAPTER 2...................................................................................................................................................3
Literature review.....................................................................................................................................3
Theme 1: To broad knowledge about globalization & its importance for the growth seeking computer. 3
Theme 2: To determine that globalization is important for Grupo Intercom............................................3
Theme 3: To analyse the ways in which Grupo Intercom can introduce in its product in UK.................4
Theme 4: To assess the advantage of globalization for company such as Grupo Intercom......................5
CHAPTER 3................................................................................................................................................5
Research methodology................................................................................................................................5
Research design.......................................................................................................................................5
Research approach...................................................................................................................................6
Research philosophy................................................................................................................................6
Sampling.................................................................................................................................................7
Data collection.........................................................................................................................................7
Data analysis...........................................................................................................................................7
Ethical Consideration..............................................................................................................................8
CHAPTER 4................................................................................................................................................9
Data analysis.............................................................................................................................................10
CHAPTER 5..............................................................................................................................................16
Conclusion and recommendations.........................................................................................................16
CHAPTER 6..............................................................................................................................................16
Reflection..............................................................................................................................................16
Reflection..............................................................................................................................................17
REFERENCES..........................................................................................................................................19

CHAPTER 2
Literature review
Theme 1: To broad knowledge about globalization & its importance for the growth seeking
computer
As per the view of Beck (2018) globalization is used to describe the growing
interdependence of the world’s economies, cultures and populations that brought about by cross
border trade in goods and services . Therefore, it is the process of interaction and integration
among people, companies. Economically, globalization also involves goods and services and the
expansion of the global market also liberalizes the economic activities by exchanging the goods
and services. Therefore, in the context of business, globalization is mainly use for expand market
and at local level, it dramatically changes the nature of a business. Even the local culture also
affected by it as well, it is the result of opening up the global economy and also increases the
sales or trade between two or many nations. In addition to this, it also means that countries
liberalize their import and welcome the foreign investment into sectors which help a business as
well as growth of economy.
While on the other side, Steger (2017) stated that Globalization is a process that is based
on international strategies whose aim is to expand the business operations at global level. Apart
from this, the goal of globalization is to provide the superior competitive position to an
organization by lower down the operating cost and to gain a greater number of products and
services. Therefore, this approach help to gain high competition in market and the creation and
development of new opportunities by opening up new and additional market.
Theme 2: To determine that globalization is important for Grupo Intercom
As globalization main aim is to gain high competitive advantage in market and in the
same way, Grupo Intercom also wants to expand its services at global level. As per the view of
Samiee (2019) globalization is important for the quoted firm because it open up international
access for it. Such that the evolution of digital communication has opened up small business to

an international market and they also reach through social media platform, website and mobile
marketing campaign also. Apart from this, globalization is also important for Grupo Intercom
because it also lower down the cost of customer service. Such that it provide e-commerce
facilities to their customers for their better convenience and this also helps to cut the expenses
and provide best and outstanding customer service.
On the other side, Perlas (2019) argues that only globalization has equalized the
international playing field and generate the revenue as well. For the same way, by introducing
Grupo Intercom service into new market will help a business to gain high competitive
advantages and increases further opportunities that leads to increase competition in market. It has
been further analysed by the author that without international trade the company cannot
increases its sales and gain further growth opportunities. Therefore, as a result of greater access
to international market, globalization also creates more business for those who want to gain
further emerging markets. Thus, it shows that globalization is very important for the Grupo
Intercom.
Theme 3: To analyse the ways in which Grupo Intercom can introduce in its product in
UK.
The company wants to introduce its new software in the market through globalization and thus,
Hickie, Jones and Schloderer (2019) stated that by using email- marketing, the Grupo Intercom
can introduce its service in market because it has been analyzed that more than 80% of the
people are uses this technique in order to introduce their product in market because it allows to
easily share news related to new product or service launch by the company. Apart from this,
social media is another important tool that helps to introduce the product in global market.
Using social media, Grupo Intercom also keep updating their customers regarding the services
and attract wide range of customers towards them as well.
Through social media, the company also get review form their customers and promote it
at international market as well. On the other side, Fuchs and Roller (2019) stated that online
presence of a business will help a business to promote or introduce their products. It has been
realized that almost more than half of the public uses social media and that is why if the business
uses social media and online presence, then it can easily introduce their products and make it
popular as well. In addition to this, using digital marketing is another way which can be used by

Grupo Intercom where the quoted firm makes its online presence and introduce the services
through mobile app and online marketing. It is also consider quite simple and cost effective and
help firm to gain high competitive advantages as well.
Theme 4: To assess the advantage of globalization for company such as Grupo Intercom
According to Ozer and Schwartz (2016) globalization creates advantages for Grupo
Intercom because it increases creativity and innovation and global competition helps a business
stay one step ahead from their competitors. Thus, it also drive towards quality and price that can
improve the offered services and keep the cost low as well which is consider one of the greatest
advantages for Grupo Intercom. Through globalization, the quoted firm made it easier to access
foreign culture and having a strong global presence will also help to attract larger talent pool as
well.
Apart from this, Lane, (2017) stated that it also increases the competition pressure off
globalization which may also prompt improved the governance and better labor protection. As if
the Grupo Intercom uses globalization, the competitive market reduces the monopoly profit and
increases the incentives business in order to seek cost reducing innovations as well. Overall, it
also helps to generate more revenue, as on the other side, companies that have saturated their
local market and dried up the growth opportunities can turn to global expansion and grow their
business as well. Thus, these advantages shows that globalization creates positive impact upon
Grupo Intercom’s overall performance and leads towards success also.
CHAPTER 3
Research methodology
The research methodology is a process of collecting information and data for the purpose
of making business decision. The methodology includes publication research, interviews, survey
and others research techniques and includes both present and historic information. The research
methodology presented the research type, approach, philosophy, data collection and analyse over
the research topic of identification of the growth opportunities for the Grupo Intercom in UK.
Research design
Research design in the research projects aims at defining the overall strategy which is
used in the study for integration of all the components of the research project in logical manners

to present the coherent outcomes of the research. With selection of an appropriate research
design effectiveness in addressing the research question is ensured. The research type is of two
types qualitative and quantitative. In the quantitative one, the research revolves around
describing, interfering the research problems and to reach an effective outcome (Quantitative
Approaches, 2018). In this type more of the numeric and data and figures is collected and
application of the mathematical and statistical tools is done to reach to a coherency and exclusive
research conclusion over the research topic. In the qualitative research design is based on works,
feeling, expression of people which can be form public or authors, scholars and others. The
information and data collected is all theoretical based and it is analysis is done through the use of
non-mathematical tools and in the thematic manner. For the present report qualitative research
deigns have been used to identify the opportunities of growth available to the Grupo Intercom in
the UK. The information and data have been collected which are expressed by other people to
reach an effective outcome of this research study.
Research approach
The research approach under research methodology is the concept of plan and procedure
which comprise the steps of broad assumptions to the detailed method of the data collection, its
analysis and interpretation to present an outcome for the research problem. This is a concept of
plans and procedure for the research that span stating out the stages of data collection, analysis
and its interpretation. There are two approaches for a research inductive and deductive. The
relevance of hypothesis to a study is the main point in the selection of the research approach.
The deductive approach determined the validity of the assumptions or theories whereas in the
inductive approach a contribution is given to set new theories and generalisations. For the
present research study over identifying the opportunities for growth in the UK for Grupo
Intercom inductive approach has been used (Research Approach, 2018). The inductive approach
has been applied with inductive inference and to know the scope of opportunities available and
existent in the UK. This approach has been used to analyse the scope of research topic and then
to generate untested conclusions on the basis of themes so developed for analysis and
interpreting the information. In this the data so collected have been used to explore the
phenomenon of growth opportunities and then identification of theme and patters for creation of
conceptual framework over the research topic.

Research philosophy
Research philosophy under the research methodology defines the belief over the manners
in which data relevant for the research topic must be collected for the given phenomenon
developed under the research approach. There are two major philosophies of research which are
interpretivism and positivism. Under the interpretivism philosophy interventions made in the
reality are subjectivity interpreted so that the reality can be understood over the given research
topic. In the positivism philosophy stated the stability level of the objectives which are shows
through observations and describe them from the objective point of view. For the present
research interpretivism research philosophy has been used to identify the available opportunities
for growth to the company Grupo Intercom in the UK. it assisted in determining the manner of
analysis and use of the data so collected
Sampling
It is sorting of research sample for large group of population to ensure collection of valid
information to address research questions. There are different types of sampling method that is
random, snowball, stratified, etc. Every sampling method offers different type of sample that is
probabilistic and non-probabilistic. In this research scholar has used random sampling method as
it reduces the risk of getting bias results. The sample of research will 20 employees of Grupo
Intercom which will helps in determining growth opportunities for the business in UK.
Data collection
Data collection is done by collecting information by all sources to find answers of a
problem of research, hypothesis test and outcomes evaluation. There are many types of data
which can be categorised as Quantitative, Qualitative, discrete, continuous and attribute. There
are two methods of data collection which is divided as primary and secondary methods (Nardi,
2018). Primary method of data collection is data can be collected in numerous ways majorly
includes collection through interviews, questionnaire, survey, open-ended questions,
observations and case studies (McKenney and Reeves, 2018). Although this method of data
collection is costly and time consuming. Secondary method of data collection is data which is
extracted out of primary data. This includes any reliable source like internet, oral history,
documents, records, books and journals which had gone through deep analysis. The researchers

opt for primary data collection through a questionnaire where information will be collected from
randomly sampled participants.
Data analysis
The Data analysis is process of applying logical and statistical techniques in order to
describe, illustrate, evaluate and recap data. In this, questions of research and method of analysis
were applied to make them answerable. It provides explanation regarding framework, methods
and theories in meaningful way. There are two kinds of data analysis first is qualitative and other
is quantitative data analysis (Quinlan and et.al., 2019). Qualitative data analysis is based on
theoretical concepts while quantitative analysis of data is based on numerical data. Here in this
study researcher took qualitative analysis of data where thematic data is taken as it records and
examines themes or patterns in data. It identifies different patterns and enables research to
engage with data and begins thinking about general topics during discussion with participants.
Ethical Consideration
Ethics are the most important part of this research as researcher have to follow the
standard, norms during and after the study. This makes clear difference what is right and what is
wrong and Ethics are the norms, standards, laws and rules in conducting the research on the
topic. It is very important for the researcher to follow and abide by all the norms, standards, laws
and rules in order to maintain validity and reliability of the research. In this present research,
researcher has followed all the ethics which are as follows-
 All the data or information collected by the researcher are from authentic and valid
sources as all the false websites are ignored like Wikipedia.
 Researcher also has avoided all the sensitive topic like religion, caste and others.
 Researcher adhere to all the acts such as Data protection, privacy etc.
 All the participants are adults and there is no force full consideration.

CHAPTER 4
Questionnaire
Ques 1. Are you aware about the concept of globalization?
 Yes
 No
 Don't know
Ques 2. How much agree you are with the statement that globalisation have direct effect on the
growth of an organisation?
 Completely agree
 Partially agree
 Completely disagree
Ques 3. What opportunity Grupo Intercom has captured through globalisation ?
 Increase in market share
 Increase in profitability and sales
 Economies of scale
Ques 4. What are the advantages of globalisation?
 Increase capital flow
 Increase in integration of global trade
 A cess to labour market
Ques 5. What are the risk associated with globalisation?

 Inflation
 Vulnerability to economic shocks
 Trade imbalances
Ques 6. According to you globalisation is a best strategy for fostering business growth ?
 Yes
 No
 Might be
Ques 7. According to you which is the best strategy that can be adopted by Grupo Intercom for
launching product into international market?
 Creating shareable content
 Forming strategic partnership with international companies
 Optimising website
Ques 8. Which marketing strategy Do you suggest to Grupo Intercom for promoting their
products in new market?
 Social media
 TV advertisement
 E-mail marketing
Data analysis
Theme 1 : Aware about the concept of globalization
Ques 1. Are you aware about the concept of globalization ?
 Yes 12
 No 6
 Don't know 2

Ques 1. Are you aware
about the concept of
globalization ?
· Yes · No · Don't know
0
2
4
6
8
10
12
14
Chart Title
Interpretation : It has been interpreted the information present in the above table that out of
twenty there are 12 people those who have stated that they are aware about the concept of
globalization. They have given such answer as those people are the student of management and
they keep themselves update with latest news as well as concepts.
Theme 2: Globalization have direct effect on the growth of an organization.
Ques 2. How much agree you are with the statement that
globalisation have direct effect on the growth of an organisation?
 Completely agree 10
 Partially agree 5
 Partially agree 5

Ques 2. How much agree
you are with the
statement that
globalisation have direct
effect on the growth of an
organisation?
· Completely agree · Partially agree · Partially agree
0%
20%
40%
60%
80%
100%
Chart Title
:It has been analyzed from the information present in the above table that there are 10 people out
of 20, those who perceive that globalization have positive effect on the growth of an
organization. Ten respondents have given such response as they have themselves analyze that
there company is growing at faster rate after expanding business at international level. Those
people have also said that an enterprise by expanding business at global level has achieved the
target market growth rate.
Theme 3: opportunity Grupo Intercom has captured through globalization.