University Report: Market Expansion of Rise Consultant in Russia

This report provides a comprehensive analysis of the market expansion of Rise Consultant, focusing on the Russian market. It begins by outlining the project's interest and relevance, highlighting the increasing importance of consultancy firms in a competitive business environment. The report discusses the data collection methods, timeline, and challenges faced by smaller consultancy firms in competing with multinational corporations. It then delves into the Russian business market, its transformation post-market reforms, and the problems faced by Rise Consultant, including labor intensity, high margins, and time-bound value. The report analyzes the Russian economy's dependence on natural resources, the impact of economic sanctions, and the decline in the consulting industry. The problems identified include over-dependence on human resources, decreasing service costs, and challenges in maintaining time-bound value. The report concludes by highlighting the scope for change in organizational elements to address these issues and improve Rise Consultant's performance in the Russian market. This assignment is a student contribution to Desklib, providing valuable insights into business development and market expansion strategies for students seeking to understand the dynamics of the consulting industry.

Running head: MARKET EXPANSION OF RISE CONSULTANT
Market expansion of Rise Consultant
Name of the Student:
Name of the University:
Author Note:

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MARKET EXPANSION OF RISE CONSULTANT
1. Project Outline:
Is the topic interesting and why?
The topic ‘Market expansion of Rise Consultant’ is interesting due to the rising
importance of consultancy firms in enabling the business organisations achieve their business
generation. The stiffening of the market competition in the developed and developing countries
have made it very significant for companies to seek advices from consultancy firms. The
competition to sustain in the market has stiffened in the developed and emerging markets due to
their immense sharing of resources in forms of financial resources, human resources, knowledge
and technological resources. The companies in these countries require supply of continuous
supply of market data to facilitate decision making. The firms today in order to gain market data
depend on consultancy firms. In other, market expansion of companies generate business for
consultancy firms operating in different areas like marketing, technology and finance, all of
which conduct market research in these areas. The consultancy industry is a booming industry
dominated by multinational consultancies like Boston Consultancy Group or BCG and
Mckinsey. The market dominance of these multinational consultancy companies can be gauged
by the fact the BCG matrix developed by BCG is a globally accepted tool used by companies to
make their respective marketing decisions. These global consultancies have offices in almost
hundred countries dedicated to conduct continuous market research about the resident market
and provide the companies located within the countries with market information. This
dominance of international consulting companies has made in difficult for smaller consultancy
firms located in these markets difficult. The smaller consultancy firms require to search and
develop strategies to compete with their multinational counterparts to expand in the market. This
competition between smaller and larger consultancy companies would make the research more

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MARKET EXPANSION OF RISE CONSULTANT
interesting to conduct. The second factor which would make the research more interesting would
be the country chosen for study namely, Russia. The country traverses both Asia and Europe,
thus its market is more competitive owing to direct influences of the developed western markets
like the US as well as emerging Asian markets like China. The third factor which would make
the study more interesting in the country is already a strategically important to multinational
consultancies like BCG. Moreover, Russia is a developed market with immense number of large
scale companies which function as clients to the consultancy firms. This means that consultancy
firms can exploit this expanding client base to generate higher revenue. Thus, it is evident that
smaller consultancy firms like Rise Consultants can also experience significant growth in Russia
if they are able to compete with their multinational counterparts by forming appropriate
competitive strategies. This challenge which Rise Consultant would have to face in Russia of
braving its larger and more established competitors would make the research more interesting.
Types of data to be collected to address this research problem:
The researcher would require collecting large amount of data to conduct the research
successfully. The data would primarily require qualitative data collected from several secondary
sources like articles, books, journals and reliable website. The secondary data which the
researcher would be required to accumulate would relate to various aspects like economic
development of Russia and present consultancy market in the country. The findings of the
research would be used to suggest strategies which Rise Consultant would be required to form
strategies to expand its business in Russia.
Accessibility of data and planning of data collection:
The data which would be required to substantiate the research would be primarily of
secondary in nature and hence would be accessible. The researcher would be required to collect

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data from wide range of secondary sources like articles, journals, books and newspaper articles.
However, it must also be pointed out that the researcher the authenticity of the pieces before
finalising them for incorporation in the final report. The researcher should be even more careful
about the authenticity of the information he collects from the internet. He should prefer
information from authentic sources like government websites and official websites of corporate
organisations.
Timeline of the problem:
StartW
ed
5/1/19
Finish
Tue
7/9/1
9
May
5,
'19
May
12,
'19
May
19,
'19
May
26,
'19
Jun
2,
'19
Jun
9,
'19
Jun
16,
'19
Jun
23,
'19
Jun
30,
'19
Jul
7,
'19
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5
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9
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/
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c
Researcher collects
secondary data about
the topic chosenMon
5/6/19 - Thu 5/23/19
Researcher
analysis the
data and
discards
unreliable/us
eless dataFri
5/24/19 - Mon
6/3/19
Prepare
s
draftTu
e 6/4/19
- Mon
6/10/19
S
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T
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6
/
1
Profes
sor
gives
feedb
ackThu
6/13/1
9 - Tue
6/18/1
9
Reseacher incorporates
the feedback in the final
research to complete the
researchWed 6/19/19 - Mon
7/8/19
S
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p
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7
/
9
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1
9
Tod
ay

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MARKET EXPANSION OF RISE CONSULTANT
2. Problem Formulation Report (800-1000):
Introduction:
The Russian business market had no consultant firms before the market reforms. The
country was based on centralised business principles and therefore did not need any kind of
business consultant in the business. The dramatic transformation of the market after the end of
the soviet rule and the changes in the business market totally changed the situation. The situation
totally changed as a result of the change in the government and the entry of the capitalist forces
including the large multinational corporations in the market. Finding themselves in a totally new
and improved environment along with the managers facing a great demand for managerial advice
led to the formation of different kinds of consultancy agencies within the country. The following
report has provided a clear and transparent imagery of the marketing process and the ways of the
growth of a specified consultancy company named “Rise Consultant”.
Background of the research problem:
An industry becomes susceptible to disruption at the time when the organizations becomes
entrenched in its longstanding solutions as well as the financial structure of the business. Apart
from this there can also be the cases of disruptive innovations that tend to affect the smoothness
of the business operations in the most negative manner. Management consulting business like
that of “Rise Consulting” is thus equally enriched in the business as because the organization
fails to make the business a proper and effective in nature. The industry is characterized by the
growth in line with the overall economy, an increasing number of the industry players and the
technological changes that are based on the improvement of the efficiency rather than the
development of the entirely new kind of business services.
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5
/
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9
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F
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i
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3
/
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9
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1
9
-
W
e
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6
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1
2
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9

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MARKET EXPANSION OF RISE CONSULTANT
In line with the majority of the world’s largest economies, Russia features an upper-
middle income mixed economy, featuring state ownership in strategic areas of the economy.
While some important aspects of the economy are pragmatically controlled by the state – such as
energy and defence-related sectors – market reforms in the post-Soviet restructuring of the 1990s
saw much of Russian industry and agriculture privatised. Despite this programme having brought
the Russian economy in line with much of the West, the growth of the economy remains largely
dependent however on one particular line of business. Russia's vast geography is an important
determinant of its economic activity, with some sources estimating that Russia contains over
30% of the world's natural resources, and the World Bank estimating the total value of Russia's
natural resources at $75 trillion. As a result, Russia remains heavily dependent on energy
revenues to drive most of its growth. In line with many of the Gulf states, when oil-prices tanked
in 2014, thanks to falling demand, improved energy efficiency and rising production, the Russian
economy took a major hit. In fact, as it was also hit by economic sanctions thanks to the nation’s
continued meddling in Ukraine, and the subsequent flight of capital this provoked, Russia would
soon enter recession. While in 2014 GDP growth remained positive at 0.6%, in 2015 the value of
the ruble collapsed, with the Russian economy shrinking by 3.7% and expected to shrink further
in 2016. Amid such adverse conditions, it is typical for a nation’s consulting sector to likewise
encounter hard times, as consulting fees are often the first place ailing businesses look to make
savings when tightening their belts.
According to the latest market data from Source Global Research, this downturn in
business saw consulting revenues decline a dramatic 13% over the course of 2014, and a further
14% by the end of 2015. Between 2013 and 2015, consulting revenues fell by €146 million in
just two years, including a double digit contraction for the second year running, with the market

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shrinking 13.7% in 2015. 2016 saw the slowing of this, though the consulting industry in Russia
still saw a decline of 2%, reaching a value of €435 million. Thankfully for the sector, things were
on the brink of changing.
In these years, financial services, which makes up almost 40% of the market, and energy
& resources consulting fared the worst. Financial services predictably suffered thanks to the
double body blow of the recession and being the main targets of sanctions (as is still the case).
This restricted the ability of Russian banks to borrow abroad, with much of the discretionary
work previously done by consulting firms in this regard subsequently surplus to requirements.
The consulting work that did take place focused on cost cutting, regulation, and risk
management.
Research problem statement:
The problems that will be identified will mainly include problems involving the different
kind of the changes involving the major problems of the organization.
Problem definition and scope:
Some of the major problems that have been identified in the following research and can be said
to be major speed breakers for the management of “Rise Consultants” are as follows,
a. Labour Intensive- The over dependence on the human resource as the fundamental
source of research, analysis, recommendation and process management can be a major
problem for the business organization.
b. High Margins- The cost of the service provided by the business organization has been
decreasing for quite a few years and the lengthy and over staffed engagements by the

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management of the business organizations will be able to analyze the profitability of the
major projects and the business firms accordingly.
c. Time Bound Value- There are often problems with the organization to maintain a time
bound value for the services. This can be a major disruption for the growth of the
consultancy firms in the Russian market.
The above mentioned problem that may be faced by “Rise Consultants” does have a
major scope for the change in the organizational elements. The problems can seriously make a
large impact on the operations of the business organization.
Relating problem to focal industry and research discipline:
The above mentioned problems are all concerned with the different kinds of the
organizational elements that include the likes of the problems related with the falling demand for
the organizational consultation, failure of the management of the organizations to provide the
best time bound value for the business.
Rationale of conducting research:
The research will be conducted in order to gain a deep insight into the ways and the
processes that will involve the expansion of the consulting group in the market. The research will
highlight on the different processes and skills that will be required for the organization to ensure
its success in the market.
Brief evaluation of research problem from academic perspective:
The rapidly emerging trends in the modern consultancy business have created a new
breed of competitor. The new breeds of the competitor have proved to be tough choice and the
management of the business has been trying to avoid such problems for a long time since now.

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MARKET EXPANSION OF RISE CONSULTANT
Apart from this the major types of the problem lies with the problem of labour intensive
problems and the problems related to time.
Highlight research attempts/findings of existing studies related to research issue/problem:
The management consulting business is a $250billion industry. It is quite big and has
been growing at a very fast pace since the last decade. Whether the focus is on strategy, IT,
operations, tax, finance and HR consultants are a staple of the corporate life.. More than 700,000
of the different kinds of the consulting firms provide different kind of the services across the
different kinds of the business aspects globally. An industry becomes susceptible to disruption
when it becomes entrenched in its longstanding solutions and financial structure. Disruptive
innovations provide simpler or more elegant solutions to existing problems, enabled by new
technology and often at a lower cost. The research thus highlights the importance of the business
organizations in a proper and effective manner.
Highlight conceptual/theoretical framework(s) applicable to research issue/problem:

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Figure No 1: Conceptual Framework on Problem
Source: (As created by the Author)
The above shown conceptual framework of the organizational problems has highlighted
the overall problems faced by the following sector.
Overview and justification of proposed research design:
Issues concerned proposed sampling design and types of data, methods data collection and
analysis:
Possible outcomes and use for the organisation/company in the region:

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MARKET EXPANSION OF RISE CONSULTANT
Work/action plan:(Below table)
Key project components with deadlines-Gantt chart:
Task Name Duration Start Finish
Project Consultancy
Plan
166 days Mon
5/13/19
Mon
12/30/19
Meeting
regarding
expansion of the
business
10 days Mon
5/13/19
Fri
5/24/19
Stakeholder
analysis
4 days Mon
5/27/19
Thu
5/30/19
Stakeholder
approval
5 days Fri
5/31/19
Thu
6/6/19
Identification of
the problems
15 days Fri 6/7/19 Thu
6/27/19
Formulation of
the Action Plan
50 days Fri
6/28/19
Thu
9/5/19
Implementation
of the action plan
25 days Fri 9/6/19 Thu
10/10/19
Monitoring of the
plan
11 days Fri 9/6/19 Fri
9/20/19
Amendment of 15 days Fri Thu

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MARKET EXPANSION OF RISE CONSULTANT
the plan as
necessary
10/11/19 10/31/19
Selection of new
strategies
5 days Fri
11/1/19
Thu
11/7/19
Implementing
amended
strategies
12 days Fri
11/8/19
Mon
11/25/19
Monitoring the
plan
25 days Tue
11/26/19
Mon
12/30/19
References and appendices:

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MARKET EXPANSION OF RISE CONSULTANT

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MARKET EXPANSION OF RISE CONSULTANT
3. Research Report:
Introduction to report:
Purpose of the report:
The purpose of the report would be exploring market expansion strategies of small scale
consultancy firms in Russia. Russia sits at the confluence of the Asian and the European
economies. Being one of the fastest growing economies in the world, the country is strategically
important market to several multinational companies. The capital city of the country, Moscow is
one of the economic hubs in the world. The country is agriculturally and industrially developed.
This high economic development of Russia has led to the development of several industries in
automobile, defence and telecommunication in the country. The companies in the country require
continuous supply of the market information which is perceived as a form of capital in today’s
corporate world. The industrial sector in Russia is led by multinational companies both of
Russian as well as foreign origin. Continuous generation of market information would require
business organisations to carry on continuous market research which is both expensive and time
consuming. The companies in order to reduce their operational costs outsource market research
operations to consultancies. The consultancies carry on incessant market research in several
fields like marketing, finance, legal and technology. They provide advices to the corporate
organisations on the basis of the market research which enable the latter to make decisions. The
consultancy sector in Russia has emerged as one of the fastest growing sector providing
corporate organisations with market information. In other words, industrial development and
development in the consultancy sector complement each other. The top consultancies in the
world have already established themselves strongly in the Russian economy to take advantage of
the booming consultancy sector. The top American consultancies like Boston Consultancy Group

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have already cemented their bases in the country catering to the multinational companies. This
presence of the multinational consultancies in Russia has proved to be one of the greatest
impediments which smaller consultancies operating in the country. This intense competition has
necessitated the smaller consultancies to form strategies to outcompete their bigger and more
powerful to expand their businesses. The paper would visit this market expansion strategy of a
small scale consultancy based in Russia. The consultancy which would form the crux of the
research would be Rise Consultancy as per the case study.
Significance of the research:
The significance of the research lies in the fact that it would delve into the business
expansion strategy of Rise Consultant which is a small scale consultant business based in Russia.
The research would explore the strategies which the consultancy would take to compete with the
larger consultancies like Boston Consultancies like BCG.
Outline:
The research would initiate with a brief introduction to the purpose of the research and
the significance of carrying out the research. This would be followed by the recognising the aim
to conduct the research. The next part of the research report would delve into the works done by
the previous authors in the area of market expansion of smaller consultancies. This would be
followed by formation of conceptual model and research methodology. The next section would
be data analysis followed by recognition of the research limitations. The report would close by
concluding the findings from the discussion above.

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Research aim and objectives:
The aim of the research would be exploring the market strategies which smaller and
medium scale consultancy firm to establish their businesses in Russia. The objectives of the
research would be explore various aspects of market expansion namely, marketing, financial and
technological.
Critical review of academic literature:
The academic literature section would explore the research conducted by the pervious
authors in the area of business expansion. The section would take into account the several
strategies which business companies can implement to expand their businesses.
Market expansion:
Market expansion refers to business strategies which business organisations apply to
offer their existing products to new bases of customers within their existing markets or by
entering an entirely new market to its services. Ren, Hu and Cui, (2019) define the term market
expansion as the business expansion strategy which involve companies entering new markets to
market their products before an existing customer base. Muneer et al. (2017) define the term
market expansion as the strategy which business organisations take to introduce new products
into their existing markets to cater to the new needs of the consumers. Thus, it can be inferred
from the discussion that the market expansion can involve either entering new markets with
existing products or existing markets with new products. Nash et al.(2016) point out that
business organisations sometimes combine the two strategies to introduce new products which
are adapted to suit the market conditions of a new target market. Thus, in short, market
expansion enable companies to get access to new consumer bases. Bocken, Fil and Prabhu
(2016) mention in this respect that the aim of market expansion is revenue generation. It can also

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be pointed out that the need to generate more revenue leads to companies expand their existing
markets either by offering new or entering new markets with existing products.
As far as Rise Consultant is concerned, the firm is a small scale consultant firm based in
Russia. It can be pointed out that consultant firms provide the firms operating in other sectors
with market information which the latter utilise in their respective decision making processes.
The consultant market of Russia is already extremely competitive with presence of multinational
consultants like McKinsey & Company. These consultancies owing to their presence in ninety
countries are far strong financially compared to smaller consultants like Rise Consultants.
Moreover, they owing to the profound marker knowledge are able to provide the companies
which they serve, the clients with market specific information. The client companies as a result
are able to make more concrete business decisions based on the market research data provided by
multinational consultancy companies. The smaller consultancy firms like Rise Consultants are
thus not able to acquire high level clients owing to limited resources like financial resources and
manpower. This is because lack of capital resources impede these smaller consultant firms from
conducting in depth market analysis. Thus, they are not able to provide their clients with high
quality and expansive market information. These limitations or issues of scarcity of resources
lead to poor business performance of small scale consultancies. Thus, it is evident from this
discussion that smaller consultancies like Rise would be required to form market strategies to
meet with the issue of lack of resources and challenges which it faces from its multinational
counterparts.
Benefits of market expansion:
The business organisations derive several benefits by expanding into new markets.
Bromley and Meyer (2017) point out the first advantage of market expansion which is revenue

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generation. They point out business organisations can expand into new markets which enable
them to get access to consumer bases. This enables the companies the opportunities to cater to
new customer or client base. This would enable the companies to generate high amount of
revenue. Wirtz and Daiser (2017) point out in this respect that market expansion enable the
business organisations diversify their expenses over an immense body of revenue. This
diversification of the revenue provide the business organisations to take up higher risks in the
market. This is because with expanding customer base, the companies are able to take more
risks. Thus, the second benefit which market expansion attributes to companies is risk
diversification. Ghosh (2017) then goes on to point out the third benefit which market expansion
ushers on business organisations namely, minimisation of cost of production of goods. This is
because the business firms can get access to new customer or client bases by entering new
markets. They are as a result able to catering to a larger base of customers to generate higher
revenue. Thus, the expenses which they incur to manufacture the products can be diversified on
the revenue base. Thus, this leads to minimising cost of production ration before the gross profit.
This increasing difference between gross profits against expenses is net profit. This means that
the firms can earn higher net profits by entering new markets. Malysheva et al.(2016) contradicts
the risk diversification role which market expansion ushers as mentioned by Wirtz and Daiser
(2017). They mention that market expansion itself presents several risks before the firm
concerned. This is because expansion into new market requires firms to carry out immense initial
investments like conducting market research of the target markets and marketing the products in
the host market. Moreover, the firms in order to enter the new markets have to incur business
establishment expenses. Thus, failure to earn immense profits in the new market(s) put immense
pressure on the economic resources of the firm. The firms which incur losses in the new market

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are not able to recycle the invested borne to enter the new market. They, often have to withdraw
from new markets in order to prevent further incurring of losses. Wongleedee (2015) supports
Malysheva et al.(2016), pointing out that market expansion requires business organisations to
incur huge expenses prior to entering a new market. Thus, if the company concerned fails to
generate high profits, it only leads to maximisation of expenses to higher ratio compared to the
gross profits generated. Thus, this increasing revenue results in falling net profits. Thus, on the
whole it can be pointed out that though market expansion several advantage before business
organisations, it suffers from several shortcomings like huge initial expenditures and risk of
losses suffered in the new market.
As far as Rise Consultant is concerned, it can be pointed out that the consultant is a small
scale consultant operating in Russia. The case study reveals that the firm is a medium is failing to
expand within Russia due to competition from multinational consultants and aims to expand into
new markets. It is clear from this that the firm is not strong financially compared to its stronger
competitors. It can be pointed out that expanding into new markets would be generate more
revenue for the consultancy and enable it to diversify its expanses more efficiently. However, it
cannot be denied that the expansion into new markets would require the firm to invest immense
amount of capital into its new host market. Thus, the consultancy firm would under the pressure
to generate immense revenue right from the initial stage. This pressure to earn high profits in the
new market would put immense pressure on the existing resources of Rise Consultant. Thus, it
can be pointed out from the analysis that the firm should ensure that it starts earning immense
revenue by offering consultancy services to its clients namely, companies operating in Russia.

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Market expansion strategies:
The above discussion makes it clear that smaller firms with limited resources are forced
to expand into new market to sustain in the face of the competition they receive from their
multinational counterparts.
Promotional strategy:
Lovelock and Patterson (015) shed light on the first marketing strategy which small scale
firms like the small scale consultancy firms can apply-promotional strategy. The small scale
consultancy firms should promote their consultancy services in the market(s) where they are
located namely, Russia in this case. The small scale companies should promote their services
aggressively in the market. Lasserre (2017) opine that multinational consultancy firms usually
charge high consultancy fees from their clients which are generally multinational companies. It
can be pointed out in this respect that small companies which too require consultancy services to
take business decisions cannot afford the services of the multinational consultancies. The
Ministry of Economic Development of the Russian Federation reports that there are close to two
million SMEs in Russia (Economy.gov.ru. 2019). Considering the fact that firms today consider
hiring consultants to provide them with market information, it can be pointed out that there close
to two million SMEs seek consultancy services. These SMEs are not able to bear the high
consultation charges of the multinational companies and are deprived of their services. This huge
gap between the numbers of firms seeking to avail consultancy services against the firms which
are actually able to afford the services points out a huge gap between the two figures. The
smaller consultancy firms like Rise Consultancies can take the advantage of this gap to expand
their businesses within the country namely, Russia. These SME consultancies like Rise
Consultancy should market their services at lower rates which would make it possible the SMEs

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to afford the services (Venter, Wright and Dibb 2015). This economic pricing strategy would
enable the smaller consultancy firms to acquire more clientele in the forms of SMEs which
would enable them to expand their businesses.
Offering services to multinational consultancy firms:
The second market expansion strategy which small scale Russian consultancies can adopt
to cement their market positions in Russia is offering services to multinational consultancies
in which the latter would be their clients. Muñoz-Cañavate and Hípola (2015) point out in this
respect that smaller companies can provide services to their larger counterparts to expand their
market. It can be pointed out in this respect that SME consultancy firms like Rise Consultant can
enter into contracts with larger consultancies to procure consultancy orders. This would enable
the company to earn revenue by providing market research data to the larger consultancies. This
partnering with multinational companies would enable the SME consultancies to boost their
knowledge which would strengthen their operations.
Acquisition and merger:
The third strategy which small and medium scale consultancy firms can adopt to expand
their business in markets like Russia is acquisition and mergers. Du and Boateng (2015) opine
that the strategy of acquisition and merger enable firms to acquire smaller companies. This
allows the bigger companies to get access to the resources of smaller companies. For example,
the Rise Consultant can acquire the smaller consultant firms. This acquisition would enable the
firm to get access to their resources which would strengthen it in terms of resources. Reddy and
Xie (2017) opine in this respect that consultancy firms upon acquiring smaller firms would be
also be able to acquire their clientele. This means that applying the strategy of merger and
acquisition would attribute consultancy namely, Rise Consultant with several benefits in terms of

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market expansion in Russia. The first benefit would be that the consultancy would be able to get
access to the resources like land, property, human resources and intangible assets including
market information. This relationship between acquisition and merger and maximisation of asset
value has always attracted attention of several authors. Hsu, Wright and Zhu (2017) opine that
the land, property and furniture of the acquired subsidiary companies lead to increase in the
closing fixed assets values in the closing balance sheet of business organisations. Similarly,
knowledge including customer information and intellectual property rights add to the values of
the intangible assets of the companies. Thus, in this case Rise would be able to increase its asset
values by acquiring smaller subsidiaries and mobilise the same to expand its market in Russia.
Gomes et al. (2017) point out to the next advantage which acquisition and merger would usher in
terms of market expansion in consultancy firms. They point out that acquiring firms get access to
the clientele of their subsidiaries. The consultancy firms can cater to this expanded clientele
besides its own clientele to generate higher revenue. Junni et al.(2015) argues against the
opinions of the previous authors heralding the advantages of acquisition and merger (A&M) as a
market expansion strategy. They argue that failure to establish strategic fit with the acquired
subsidiary can lead to immense losses. Koi-Akrofi (2016) arguing on the side of the previous
author put forward the theory the integration of the functional areas of operations and
organisational cultures of the two firms including the acquiring firm as well as the acquired.
However, in most of the cases this operational and cultural amalgamation does not happen.
Heracleous and Werres (2016) digs further into the challenges which A&M presents before both
the companies. They mention that A&M requires both the firms involved undergo changes in
their structures, operations and organisational cultures to amalgamate into one identify.
However, in reality the management of most of the companies fail to drive their respective

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MARKET EXPANSION OF RISE CONSULTANT
employees to accept the changes. This failure to embrace changes successfully result in conflict
between management and employees. In some cases the employees of the two companies fail to
accept each other. This results in employees resigning which ultimately leads to loss of talent.
The companies, especially the service companies fail to serve the customers efficiently due to
loss of employees. This leads to customer turnover leading to further loss of revenue. Thus,
A&M does not guarantee total success in market expansion. High employee turnover, high
customer turnover, internal conflict and an unhealthy organisational environment result in failure
of the A&M. As far as Rise Consultant is concerned, the firm must aim to establishing strategic
fit and integrate the employees of its subsidiary to its core employee culture. It must provide the
acquired business clients as efficient consultancy services as its very own clients. This would
enable the consultancy to retain both employees and the clients, thus generating higher revenue
by serving the latter by the former.
Providing consultancy services to start-up ventures:
The third strategy which smaller consultancy firms can apply to expand their markets is
providing consultancy to start-up ventures. Gonzalez-Uribe and Leatherbee (2017) mention that
start-up ventures require consultancy services to acquire market information. The management of
these ventures require market information to make decisions. However, as Guercini and Milanesi
(2016) points out that start-up ventures fail to get access to expensive consultancy services due to
their limited resources. Thus, it can be pointed out that SME consultancies can expand their
businesses by providing them with high quality consultancy services. Siegel and Wright (2015)
mentions that providing consultancy services to start-up ventures would likely provide SME
consultancy firms (like Rise) greater market expansion opportunities compared to the previous
strategies. Gonzalez-Uribe and Leatherbee (2017) can be reiterated here to point out that start-up

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MARKET EXPANSION OF RISE CONSULTANT
Market expansion
Increasing sales
New products
Working capital
Global expansion
Cultural consideration
Economic and political consideration
ventures owing to their limited capital are not able to obtain consultancy services from leading
consultancies in Russia. In other words leading consultancy firms would never target start-
ventures as clients in general. Thus. providing consultancy services to start-up ventures would
actually enable small scale consultancies like Rise to create a niche market. Thus, it can be
inferred from the analysis that the small scale consultancy would be able to expand its market
more successfully compared to the previous strategies by using the strategy of serving start-up
ventures.
Conceptual model or framework for your research:
Figure: Conceptual framework
(Source: Created by author)

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MARKET EXPANSION OF RISE CONSULTANT
Methodology:
The research methodology that is considered for the research includes the understanding of the
different designs and frameworks that are required for the development of the research. Berger
(2015) stated that the methodologies ensure that the topics and the variables of a research
provide support for the successful development of a research.
The research methodology that can be used for conducting the research in a proper
manner includes the application of the research philosophy as well as the research approach.
According to Bernard (2017), the research philosophy that is considered as an important
research, methodology includes three important components, which consist of the positivism
philosophy, interpretivism approach as well as the realism philosophy. Brannen (2017) stated
that the positivism philosophy is considered as a highly structured research philosophy so that a
large sample size can be taken for the research.
At the same time, the positivism philosophy helps in providing an opportunity to the
researcher in trying to apply a scientific approach that is needed for the analysis of the data.
Bryman (2015) observed that this ensures that data accuracy as well as the validity of the data is
taken into consideration. On the other hand, in the case of interpretivism philosophy, it is
necessary to consider the sample size, which is needed for the analysis of the small sample size.
The interpretivism philosophy also focuses on the believe that the opinion of the general
people in terms of the research topic are given with more priority. At the same time, as stated by
Bryman (2017) the realism philosophy consists of the characteristics that exist between the
positivism and interpretivism philosophy, which results in complicating the philosophy. For this
research, the application of positivism philosophy is considered that can help in identifying the
research in a scientific manner so that the analysis can be conducted properly.

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MARKET EXPANSION OF RISE CONSULTANT
Apart from the research philosophy, the research approach is also taken into
consideration for identifying the topic. Davies and Hughes (2014) stated that research approach
helps in validating the research questions that exist in a research and ensures that a link is made
between the research topic and questions. The research approach undertaken by the researcher
consists of two types that include the inductive and the deductive approaches. Flick (2015) is of
the opinion that the inductive approach that is undertaken helps in identifying new theories that
are required for the development of a research topic.
The new theories and concepts are evolved as per the observations made and the data
collected. As observed by Lampard and Pole (2015) due to this, the data that has been collected
earlier follows the development of new theories and concepts. The development of the new
theories and concepts, which is based on the collected data and the observation, provides a shift
in the concentration of the researcher while trying to fulfil the research aim and objectives along
with responding to the questions.
At the same time, the use of the deductive research approach helps the researcher to try in
validating the hypothesis of the research so that alignment can be made with the literature review
as well as the data that has been collected. Hence, Lewis (2015) is of the opinion that the
researcher can align the observations made and collect the data by aligning with the theories and
concepts. The analysis of the data is done by using deductive research approach so that details
about the concepts can be made and new theories based on the expansion of markets can be
made.

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MARKET EXPANSION OF RISE CONSULTANT
Research design/methodology:
The application of the research design helps in providing opportunities for the researcher
to respond to the research questions developed for conducting the research in a proper manner.
At the same time, the research aim and objectives are also stated that helps in depicting the
research designs. McCusker and Gunaydin (2015) stated that the research designs consist of
three main types that include the descriptive research design, explanatory research design and
exploratory research design. The implementation of the exploratory research design can allow
the researcher to conduct an exploration of the concepts with new ideas that are of particular
relevance to the questions associated with the research.
At the same time, as observed by McNabb (2015) the implementation of the explanatory
research design helps in the creation of an opportunity so that the researcher can explain the
factors present in the research. Mertens (2014) is of the opinion that relevant information is also
provided along with providing support for the presence of the research in an effective manner.
The descriptive research design usually consists of a combination of characters that consist of
both the factors related to the explanatory and exploratory research designs.
Hence, the application of a proper descriptive design helps the researcher to continue the
exploration of new ideas and concepts and at the same time provide an explanation about the
presence of specific phenomenon associated with the research work (Nardi 2018). For this
purpose, the researcher has undergone the application of deductive approach so that new idea
and concepts can be researched that align with the expansion of market and at the same time give
relevant information on the topic.

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MARKET EXPANSION OF RISE CONSULTANT
Target population and sampling:
As the task is conducted using secondary research analysis target population as well as
the sampling method is not applicable. This is mainly because the books, the journals and the
websites are researched in random and no such target is maintained that can help in the
development of the research. The target population and the sampling can be done only if the
research is based on primary data collection method (Bryman 2015).
Methods and procedures involved in data collection:
The data collection method can consist of two broad types. The primary and secondary
data collection techniques are applied by a researcher for the collection of data required for
completion of the research work. Neuman and Robson (2014) are of the opinion that during
primary data collection technique, the data is usually collected directly from the participants
associated with the research in a direct manner. The application of the primary data collection
technique can be further divided into qualitative and quantitative data analysis techniques.
The primary quantitative data collection technique establishes an account related to the
quantity that is associated with the development of the research. At the same time, as observed
by Neuman (2013) a large number of samples can be used for the collection of the primary
qualitative data so that the collection method can consider the proper quality of the data instead
of focusing only on the numbers. On the other hand, as observed by Noble and Smith (2015) the
secondary data collection technique is done by highlighting the application of the secondary
resources for example the use of books, journals, official websites and at the same time other
internet facilities that can contribute to the development of the research.

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MARKET EXPANSION OF RISE CONSULTANT
In this case, the application of the secondary research data is taken into consideration.
The factors that help in the expansion of the market can be considered by using secondary
sources that include research from books, journals and websites. The official website of Rice
Consultancy can be used for developing the research in a proper manner.
Methods and procedures involved in data analysis:
The analysis of the data can be done by the use of both qualitative as well as quantitative
technique. Smith (2015) stated that the researcher focuses on the development of the qualitative
data analysis technique so that the quality of the data and its depiction can be conducted by the
analysis of the transcript associated with the research. At the same time, Panneerselvam (2014)
stated that the use of the quantitative data analysis technique can assist the researcher to provide
an emphasis on the quantity of the data. The collection of the data during the application of the
quantitative data needs to be analysed by using the appropriate data analysis techniques.
The data collected can be analysed by taking into consideration the numerical values that
can be presented by the use of bars, charts, graphs and pie charts. Along with this, Statistical
Package for the Social Sciences (SPSS) can be applied so that the analysis of the data can be
made in a proper manner. According to Taylor, Bogdan and DeVault (2015), the application of
the scientific as well as the statistical approach can help in enhancing the data analysis process
and thus can ensure maintenance of data accuracy.
Additionally, after considering the theoretical aspects necessary for the analysis of the
response provided the participants can apply this particular method. Thus, it can be said that for
this research adoption of the quantitative method of data analysis technique can be taken into
consideration mostly because of the analysis of the secondary analysis of the data.

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MARKET EXPANSION OF RISE CONSULTANT
Presentation of analytical findings and general discussion:
The analytical findings and the general discussion of the research can be presented in two
folds. For the analysis of the findings, the application of secondary research is used. Vaioleti
(2016) stated that this is because the works of various scholars are undertaken so that an analysis
can be made about the different theories and concepts in a proper manner. At the same time, as
stated by Berger (2015) the application of the secondary data analysis helps to understand the
research in a broader manner and thus, can help in the depiction of the results in a proper
manner.
The major findings of the research are taken into consideration based on the collection of
the data using books, journals and websites. Similarly, in the case of the general discussion, it
can be said that the research is made by literature review. Bernard (2017) stated that the literature
review helps to understand the manner in which conceptual framework could be applied so that
the development of the research can take place for ensuring the positive factors associated with
the research.
Thus, it can be said that a link between the literature review as well as the data analysis
methods are made that help in the presentation of the findings. In the words of Brannen (2017)
thematic analysis can be conducted that can help in understanding the development of the topic
in a proper manner. This provides a link between the analytical findings and the general
discussion.
Research limitations:
While conducting the research in a successful manner the researcher had to encounter
certain problems that acted as limitations for the research and in the process hampered the

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MARKET EXPANSION OF RISE CONSULTANT
quality of the work along with making restrictions about the greatness of the research work. For
the research, mainly the secondary data analysis has been considered for continuing with the
research work. Therefore, the lack of use of the secondary data collection technique had
completely resulted in the failure to consider any theoretical perspectives that is necessary for
making the terms associated with the research topic.
Additionally, the sole focus of the researcher has been on the manner in which market
expansion can be made so that Rise Consultancy can continue with its growth in the market.
Hence, the work that has been undertaken does not take examples of other companies that are
involved in the market expansion. Therefore, the use of secondary resources in trying to analyse
the marketing expansion factors were limited. At the same time, the researcher found it difficult
to gain access to the various research sites and websites due to the privacy policies that are
associated with protecting cyber crimes.
Hence, getting authentic information proved a limitation and hence played a key role in
the development of the research. Along with this, the information collected needed to be
complied with the Data Protection Act 1998 and thus validity and authenticity of the data was
difficult to maintain. Thus, the limitations acted as major hindrance for the research.
Conclusions:
It can be concluded from the discussion that Rise Consultant should expand its market in
Russia by the either serving multinational consultancy firms or by providing consultancy
services to the start-up ventures in the country. The company can combine these two strategies to
establish itself strongly in the initial phase. Then the consultancy as a part of its medium term
market expansion target, acquire a smaller consultancy firm. The company as a part of its long

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MARKET EXPANSION OF RISE CONSULTANT
term business target should aim to expand into foreign markets primarily focussing on emerging
markets like China and India. These two countries are experiencing high rate of economic
growth and encouraging entry of more firms both of national as well as of foreign origin. Thus,
the consultancy firm would be able to take advantage of these firms to expand its business by
providing premium consultancy services.
4. Client Report (1000-1200):
Title page:
The title of the following report can be classified as “The expansion of the Consultancy business
in Russia.”
Executive Summary:
The following report has identified the use of the different kinds of the ways and the
processes that includes the likes of the organizational process. The main use of the data which
would be required to substantiate the research would be primarily of secondary in nature and
hence would be accessible. The researcher would be required to collect data from wide range of
secondary sources like articles, journals, books and newspaper articles. However, it must also be
pointed out that the researcher the authenticity of the pieces before finalising them for
incorporation in the final report. The researcher should be even more careful about the
authenticity of the information he collects from the internet. He should prefer information from
authentic sources like government websites and official websites of corporate organisations. The
firms today in order to gain market data depend on consultancy firms. In other, market expansion
of companies generate business for consultancy firms operating in different areas like marketing,
technology and finance, all of which conduct market research in these areas. The consultancy

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MARKET EXPANSION OF RISE CONSULTANT
industry is a booming industry dominated by multinational consultancies like Boston
Consultancy Group or BCG and Mckinsey. The market dominance of these multinational
consultancy companies can be gauged by the fact the BCG matrix developed by BCG is a
globally accepted tool used by companies to make their respective marketing decisions. These
global consultancies have offices in almost hundred countries dedicated to conduct continuous
market research about the resident market and provide the companies located within the
countries with market information. This dominance of international consulting companies has
made in difficult for smaller consultancy firms located in these markets difficult. The smaller
consultancy firms require to search and develop strategies to compete with their multinational
counterparts to expand in the market. This competition between smaller and larger consultancy
companies would make the research more interesting to conduct. The second factor which would
make the research more interesting would be the country chosen for study namely, Russia.
Decision regarding presentation and layout:
The market dominance of these multinational consultancy companies can be gauged by the fact
the BCG matrix developed by BCG is a globally accepted tool used by companies to make their
respective marketing decisions. These global consultancies have offices in almost hundred
countries dedicated to conduct continuous market research about the resident market and provide
the companies located within the countries with market information. This dominance of
international consulting companies has made in difficult for smaller consultancy firms located in
these markets difficult. The smaller consultancy firms require to search and develop strategies to
compete with their multinational counterparts to expand in the market. This competition between
smaller and larger consultancy companies would make the research more interesting to conduct.

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MARKET EXPANSION OF RISE CONSULTANT
The second factor which would make the research more interesting would be the country chosen
for study namely, Russia.
Recommendations for decision making:
It can be recommended that the management of Rise Consultancy should conduct a
proper market research. It can be also be pointed out that firm must approach the venture capital
investors to invest in its shares.
5. Final Combined Report:
The final combined report would show that Rise Consultant should expand its market in
Russia. Market expansion as shown in the discussion above would usher several benefits to the
small size consultancy. First of all, the consultancy would be able to get access to new markets
which means that consultancy would be able to get access to new client base. The consultancy
firm would be able to serve these new client bases consisting of companies to generate higher
revenue. Secondly, the expanded revenue base would enable the company to diversify its
expenses which it would incur to expand its market. The third benefit which the company would
enjoy by expanding market would be increased risk diversification. This is because the
multinational consultancy firms like BCG usually serve the leading companies of Russia of
different sectors. This leaves the smaller consultancy firms like Rise Consultant very little scope
to approach these big clients which in turn affects their revenue generation. However, the
expansion of market either by entering a new market with existing products, entering an existing
market with new products or entering new markets with new products would require immense
investments. The firm in order to expand its market in Russia should form short, medium and
long term plans. IT should form strategies to achieve them.

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MARKET EXPANSION OF RISE CONSULTANT
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