A Study on Internet Marketing Strategies for Multinational Expansion

This report investigates internet marketing strategies employed by multinational companies to expand their business on an international scale, focusing on a case study of Zara-Sainsburys. It begins with an introduction to the organization and outlines the research aim, objectives, and questions. The literature review examines theories and frameworks related to digital marketing, identifies challenges in implementation, and highlights opportunities presented by promotional tools. The research methodology section details the approach, data collection, and analysis methods used, emphasizing ethical considerations. Findings from secondary data are discussed in relation to digital marketing theories and challenges. The report concludes with recommendations based on the issues faced by organizations implementing internet marketing strategies internationally. Desklib provides access to this report along with a wealth of other study resources for students.

Student Name & ID Business Research Project
Business Research Project
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Student Name & ID Business Research Project
Table of Contents
Table of Contents.................................................................................................................................2
Chapter 1 – Introduction........................................................................................................................3
Background of the organisation...................................................................................................3
Introduction.................................................................................................................................3
Research aim...............................................................................................................................4
Research Objectives:...................................................................................................................4
Research Questions:....................................................................................................................4
Rationale for the research............................................................................................................5
Structure of the report..................................................................................................................5
Chapter 2 – Literature Review...............................................................................................................7
Introduction to the chapter...........................................................................................................7
Literature on the topic..............................................................................................................7
Theories and frameworks written on Digital Marketing..............................................................7
The issues regarding internet marketing......................................................................................9
Theories and frameworks on the topic.......................................................................................10
Literature gap............................................................................................................................10
Chapter 3 – Research Methodology.....................................................................................................11
Chapter introduction..................................................................................................................11
Research onion and Research Methodology saunder’s Research Onion)...................................11
Research philosophy..................................................................................................................11
Research Approach....................................................................................................................11
Research Method.......................................................................................................................12
Research strategy.......................................................................................................................12
Data collection...........................................................................................................................12
Data analysis..............................................................................................................................13
Ethical consideration.................................................................................................................13
Chapter conclusion....................................................................................................................13
Chapter 4 – Research Findings............................................................................................................14
Chapter introduction..................................................................................................................14
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Discussion on basis of secondary data.......................................................................................14
Theories and frameworks written on Digital Marketing............................................................14
Issues regarding internet marketing...........................................................................................16
Chapter conclusion....................................................................................................................16
Chapter 5 – Conclusion.......................................................................................................................18
Chapter 6- Recommendations..............................................................................................................18
References...........................................................................................................................................19
Chapter 1 – Introduction
Background of the organisation
Internet marketing strategies of multinational company who decide to expand their
business activities into international market with digital sources and social media platform
application. Also, they do have to analyse various factors and develop multiple essential
approaches for the expansion of effective plan for product identification, evaluation of
customer preferences, and involvement of impressive tool of internet marketing which attract
customer attraction towards with products and services. While this study will provide
information of how business expansion in international market requires proper identification
of internet marketing consider as a promotional tool because it has power to managing
various aspects with effective manner (Yang, Y., 2018). Zara - Sainsbury’s fashion industry
considers expanding their business products and services into international market. It mainly
serves different range and quality of fashion products with effectiveness and manages their
brand name as well. This study will useful for provide information about application of
internet marketing strategies develop higher efficiency in business activity and uses of digital
marketing sources useful for resolve various business issues.
Introduction
Internet marketing strategies is one of the finest concept for expansion of more
efficiency in business activities at international market with perfect and effective
advertisement with digital sources, because it provides clear idea about which product has
potential to survives in new market, give idea about customer requirement and their
behaviour towards with the products and many more. Application of sustainable marketing
mix strategies is useful for knowing such factors like price, place, promotion, place, people
etc. Zara – Sainsbury’s fashion industry is all above UK fashion industry, it provides multiple
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and different range of clothing products and it also decides to provide their service into
international marketing with application of internet marketing strategies. Also it provides
their services into multiple countries. Furthermore, company evaluate that it face various
challenges in business expansion activity so it decides to identify which factors mainly
affects organization development into new market place. This study will provide information
about concept of internet marketing strategies in context of business, which issues faces by
Zara - Sainsburys industry when it decides to develop their business at international market
and application of suitable internet marketing strategy influence their business activity with
effective manner. This study will also engage application of secondary research useful for
information collection about uses of marketing strategies beneficial for business or not.
Research aim
“To identify the internet marketing strategies for multinational company in
expanding their business at international level.” A study on Zara- Sainsburys
Research Objectives:
 To critically review the literature on Internet Marketing.
 To evaluate changing nature of Internet Marketing and identify
challenges faced in implementation.
 To explore opportunities provided by Internet Marketing and
identify the impact of promotional tools.
 To recognise the issues regarding internet marketing.
Research Questions:
 What are the theories and frameworks written on Digital Marketing?
 How is IM changing and what challenges are faced in the
implementation of IM?
 What are the opportunities provided by IM and how impactful are
the promotional tools?
 What are the issues regarding internet marketing?
Rationale for the research
The main reason behind conducting this strategy is to identify the internet marketing
strategies used by multinational organisation in expanding business at international level with
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application of digital tools (Rosário, 2021). In addition to this, it assist researcher to know
about the issues faced by respective organisation at the time of expanding business globally.
Research on this topic makes more clarity to other business management who also decides to
develop their business activities into new are or international market. In relation to personal,
it help in learning and improving skills such as communication, data collection, data analysis,
data interpretation, time management and many more. On the other hand, it allows gaining
knowledge about marketing strategies and about organisation as well that further help in
career aspect. Furthermore, it helps to conduct future studies in more effective and systematic
manner.
Structure of the report
Chapter 1: Introduction: It is the first and important part of dissertation which involve
information about research aim, objectives, topic overview, reason to conduct research and
many more.
Chapter 2: Literature review: This chapter consist of collection of information via uses of
secondary methods that is collected from various sources that us books, journals, articles and
so on. The main objective here is to identify research gaps from the previous studies because
of which research objectives are fulfilled.
Chapter 3: Research methodology: This report provide different methodology of research
and different types of research and researcher mainly concern to evaluate information
collection from secondary research so chapter makes more clarity how secondary research
provide benefits for decision-making and analysis of multiple factors.
Chapter 4: Research and findings: This chapter is associated with literature review as
herein, investigator find out outcomes which are mainly based on secondary information. The
objective of this chapter is to find out as well as discussed secondary information in a
systematic and effective manner.
Chapter 5: Conclusion: This chapter consist of entire information of research in a brief
manner that allow reader in analysing the aim and objectives that is achieved or not.
Chapter 6: Recommendations: It is the last chapter which consist of recommendations on
the topic. In the present study, recommendations is given on the basis of issues faced by
respective organization while implementing internet marketing strategies at international
level.
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Chapter 2 – Literature Review
Introduction to the chapter
It introduces as the procedure in which investigator gathered information uses of
secondary data collection which includes authors and experts guidance and their information
towards with the specific task. The purpose here is to identify gaps and consequences within
previous studies. In previous studies, there is data regarding internet marketing strategies as
promotional tool and which type of issues faced by companies while implementing them but
it gives data about how internet marketing strategies used to expand business at international.
Market level in order to address it, research question was developed and is discussed below:
Literature on the topic
Theories and frameworks written on Digital Marketing
As per the view point of Kapustina and et.al., (2020). Digital marketing theory is all
above refers to define as how online platform can reach customer attraction with positive
manner and they engage towards with the company for buying services. Internet marketing
strategy is a comprehensive plan formulated to turn potential buyers into actual buyers with
digitalization. Its useful approach for successful position expansion and product information
development into new area with application of digital source and social media sources.
Digital marketing is process that helps an organization to use its limited digital
resources in an effective way in order to increase its marketing aspects, sales and provide
authority to stay in the competitive market. These strategies are used to enhance the
performance of the organization and to generate higher returns out of it. Besides this, a well
structured strategy will create harmony in the organization and help the business to achieve
its objectives. Theories and framework of Digital marketing provide and develop focuses of
organization on framing a marketing plan includes with which digital application like
websites, social media tools, email marketing, television and other internet sources beneficial
for business. It means to decide on, what all resources organization needs, what all actions
they will take, what are the goals for the year and so on (Marketing strategy, 2021). Digital
marketing plan is the subset of marketing strategy, in which business plans what all specific
actions to undertake to achieve the goals of firm. Digital marketing application is great term
to evaluate customer idea by evaluation of the target audience; this can be done through
segmenting the people on the basis of certain traits, for instance, age, income, family,
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occupation, geographical location, lifestyle, trends, behaviour variables and so on. It is
important to conduct the research in the market and to come up with the products and
services, according, to the tastes and preferences of the customers. At the last, by putting the
product in the market place, in this, organization focuses on increasing their social media
presence by posting the regular updates about the products on various social media platforms,
by giving them attractive offers and discounts and so on. Social media marketing strategies
will help the organization to achieve its goals and have edge over its competitors.
Furthermore, it is helpful in fixing the advertising budget in advance and develop the best
method to cater the needs of the customers. Albeit, market conditions keep on changing but
having a clearly articulated strategy will help an organization to achieve its target for long
term.
IM changing and its challenges are faced in the implementation of IM
As per the view of Varma, (2021) Internet marketing has power to develop higher
changes within in business activities; it helps to promote goods and services within less time.
It takes higher effectiveness in business activities with great manner not only individual
marketing area it also promote and provide knowledge to their goods and services on
different countries or are people as well who interested in buying goods and services from
social media tools. International business expansion requires proper identification and
application of country external environment activities. Without consideration and continues
identification of market activities company not survives and manage their business activities.
Expansion of internet marketing within in business management team face multiple issues
and challenging from continues variation in digital marketing sources. On the other hand
government policies mainly affects business development activities, because of variation and
changes in tax rate policies, transportation policies, new tax additions, business development
policies and many more factors and challenges influence international business expanse
activity. Not only government policies as well as Political issues badly affects of project
supply because variation in government policies its not easier to manage all these aspects. As
well as consideration about this term Sainsbury fashion industry has to evaluate various
aspects of changes in rules and regulation so according to identification they do have to
develop essential variation in process of international business expansion with effective
manner.
According to Išoraitė, (2020)argued and disagree with the above statement that not
only external factors affects on process of expanding business across international market,
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business activities also influence by internal business activities which means human
resources' development, availability of resources, language barriers and many more also
influence new country organization development. People requirements and changes in
thought process, perception and many more aspects affects on business activities,
Consideration of legal aspects, application of theories of internet marketing strategies like ans
off , porters five forces and many more are essential for business development, higher
efficiency and people attraction development activity at global market.
What are the opportunities provided by IM and its impactful are the promotional tools
According to Liu and Chen, (2021) application of sustainable and suitable internet marketing
strategies development is essential approach because of its useful for minimize various issues
of new market business product development. Consideration bout this activity its important to
engage proper marketing strategies like fashion industry when mainly consider that they
provide higher quality product with good price. It has duty to apply various social media tools
and application but other competitive brands on digital media pages influence customer
buying process. Because it provide effective knowledge of company like, website
effectiveness, company policies, discounts and many more.
Addition of internet marketing strategic has power to reach customer attraction but it
takes proepr idea of digital marketing, right application, internet sources and many moiré.
Correct and specific identification of internet marketing strategies like identification of
customer requirement and develop impressive promotional activities throughout the
utilization of technological tools. On the basis of recent market trend people mainly consider
to buying good and services from uses online application which is useful for attract people
towards with the organization activity. Application of internet or digital marketing strategy
like marketing mix which is useful for provide target audience idea, product has potential to
survives in new market area, which promotional aspects useful in new market which tools
mainly prefer by people and data evaluation about new market place.
The issues regarding internet marketing
As per the view of Ali and Anwar, (2021) expansion of internet marketing within in
business practices is not easier task it takes proper efficiency and effectiveness. Issues
mainly includes in internet marketing development is continues changes in digital marketing
tool, new competitive applications, websites and many more which generate conflicts within
in business activities. Minimizing international business expansion process effectively
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managed by perfect consideration of marketing strategies but its not easier task because of
other competitive industry who also uses digital sources for promotional and they do have
develop their great position at market as well.
Application of effective tools defiantly improve business quality and consistency
within new market. Sainsbury fashion industry mainly face issues from people behaviour
towards with their product and services they not consider that other country seller ales fruits
and vegetable because they people have mindset that their values get increasing when
business import product from other place.
Theories and frameworks on the topic
Application of Internet marketing practices one of the most attractive aspect and
individual business when uses proper application of digital marketing tools like social media
marketing, email, Face book, websites and many more so then it definably increases business
effectiveness. Internet marketing useful for provide product benefits to customer, because
customer play major role for business sustainable development for long term into new
market. Zara- Sainsbury fashion industry company different range and effective quality of
cloths so it decides to involve strategy which defiantly attracts people attraction but the thing
is company marketing team or department has uses effective approach for product
advertising. Utilization of all the technological aspects one of the most effective tools for
business efficiency development. It’s essential term to involve best and sustainable practices
with continues business efficiency improvement for survives in international market.
Literature gap
It as been summarized from the above three literature themes that business
development and efficiency development at international market require consideration of
multiple aspects' identification like evaluation of external and internal factors. It has been
very clear that internet marketing strategies play major role in business success development
with perfect consideration of theories and models of digital marketing. This study has been
properly given idea about that when Zara- Sainsbury fashion industry decide to expand their
busies at international market it faces many issues, so they do have responsibility to
continuously evaluate environmental activity of specific area where it decides to develop
business. Also, it has been very clear form this study that author clearly provide guidance
about which activity is essential for marketing effectiveness and which activity has not highly
require for business expansion at other place.
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Chapter 3 – Research Methodology
Chapter introduction
It is the important part of an investigation that help researcher in collection as well as
analysis of data with the use of accurate approaches, methods & techniques. For conducting
the present study, secondary research has been used as it will assist in gaining detailed and in-
depth knowledge about the topic that is internet marketing strategies used by organisation in
expanding business at international level. The section involves various research methods that
is given below:
Research onion and Research Methodology saunder’s Research Onion)
As per the view of Yang, (2018) research onion is all above refers to developed by
saunder’s who mainly suggest which steps are essential to follows within in research
practices, which resources or sources beneficial, which type of methods makes better
information includes with survey, interview, data and many more. Thus, for the application of
this approach clearly provide specific idea that in secondary research which type of activity
or process mainly provides best and sustainable idea or information for new decision making
process. In this research researcher conduct and gather information from secondary methods
includes with theories, scientific approaches and with the old data evaluation.
Research philosophy
There are two types of research philosophy: Interpritivism and positivism.
Interpritivism philosophy is evaluated by observation and analysis of social activities and also
it includes application of questioner practice which not provide harm to society culture and
individual background. Positivism research is mainly evaluated by application of statistical
data, scientific methodology which is useful for provide correct identity of overall research
topic information (Tripathi, 2021). In this research researcher select secondary data which is
useful for collection of data statistical data evaluation from summarization of old data with
effective manner. Researcher has duty to follow corporate social responsibility so its
important term to follow and applies proper and effective approaches when company decides
to expand their business with internet marketing strategies application that specific location
people prefer specific products and services or not.
Research Approach
It mainly divided into three parts: inductive, deductive and abductive. Researcher uses
inductive data which mainly evaluated by questioner, interview approach. It takes fewer time
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but the major challenge of this approach is when candidates not provides correct information
and they not concern to develop interest (Sabet, 2022). Deductive research is evaluated by
application of scientific and graphical basis approach which mainly evaluated by combination
of new and old data of research and its useful for information collection from experts and
author guidance. Abductive research is combination of inductive and deductive research
approach. In this research secondary data taken by researcher because of proper identification
of marketing strategies that which types of approaches provide long term benefits and
consistency.
Research Method
Its mainly divided into two research methods which is useful for collection of information
and new decision-making like: Qualitative and quantitative research. Qualitative research is
developed by interview, questioner, group discussion and many more. Quantitative research
is mainly evaluated by utilization of scientific methods, practical aspects, numerical concepts,
methodologies and many more (Gülmez, 2021). In this research researcher consider and
prefers to take collection of information via utilization of secondary data collection with
application of marketing strategy from old data identification. Because it makes more clarity
and consistency in decision-making from authors guidance or perception and scientific
approaches.
Research strategy
It is basically the procedure to gather data through different research strategies that is
case study, action research, literature review, survey, interview and so on (Yalcinkaya and
Karaca, 2021). All these are important types of research strategy but to present study,
literature review has been applied as it help and support in gathering as well as analysing
secondary data about marketing strategies for multinational company in expanding their
business at international level.
Data collection
It is referred as the procedure of gathering information from sources that is primary
and secondary data collection (Ardui and Frenssen, 2021). The present study is completely
based on secondary research and to gather it, there is number of sources available that is
articles, books, journals and so on. This assist researcher to gain in-depth knowledge about
topic that further leads to development of valid and reliable conclusion.
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