The Role of Marketing Strategies in Emerging Market Expansion

This research proposal examines the crucial role of marketing strategies in the context of business globalisation and expansion into emerging markets, using the Marriott Hotel in Glasgow as a case study. The study aims to define the concept of emerging markets, assess various marketing strategies and their significance, and identify key marketing factors to consider when entering these markets. The research delves into literature on emerging markets, marketing strategies, and factors like consumer behavior and market stability. It highlights the importance of adapting marketing approaches to the unique characteristics of each emerging market, addressing the challenges of language differences, communication, and cultural values. The proposal also outlines the research gap, emphasizing the need for tailored marketing strategies to effectively communicate with consumers and achieve long-term sustainability in new markets.

Research Form

Research Proposal Form
Student Name: ______________________ Student ID: ____________
Centre Name: _____________________
Tutor: ________________ Date: ___________________
Unit: ____________________
Proposed Title: __“The role of marketing strategies while globalisation of businesses to
enter emerging markets.” A study on Hotel Marriott
(Glasgow).____________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or
hypothesis)
The role of marketing strategies while globalisation of businesses to enter emerging markets.
A study on Hotel Marriott (Glasgow).
Aim:
To study about the importance of marketing strategies employed by business to enter
emerging market. A study on Hotel Marriott (Glasgow).
Research objectives (e.g what is the question you want to answer? What do you want to
learn how to do? What do you want to find out?):
Research objectives
 To determine the concept of emerging market.
 To ascertain the several marketing strategies and its importance adopted by company
while entering into emerging market.
 To identify the major factors of marketing which has to be considered while managers
of organisation is planning to enter in emerging market.
Research questions
 Do you have knowledge about the concept of emerging market ?
 What are the several marketing strategies and its importance adopted by comany while
entering into emerging market ?

 Which of the major factors of marketing which has to be considered while managers
of organisation is planning to enter in emerging market ?
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are studying, personal
interest, future plans, knowledge/skills you want to improve, why the topic is
important):
This study on topic role of marketing activities in emerging market is important because if
scope of growth of business is in emerging markets. There is requirement of complete and
specific information about this topic which researcher is studying (Bahadir, Bharadwaj and
Srivastava, 2015). There is personal interest of researcher on this topic because there is
planning to operate at international level in near future and researcher belongs to marketing
field, so it is easy for researcher to conduct this investigation. This investigation, will create
base for future study in which policies for studying recruitment and selection will be done.
Researcher will get knowledge about tools and techniques which are used to conduct study,
leadership skills and inter- personal skills which assist in improving career advancement. This
topic is important because there will enhancement of knowledge about emerging markets,
policies which has to be considered, etc. which benefits in personal as well as professional
career of researcher (Crane and et. al., 2019).
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
Concept of emerging market
According to KIMBERLY AMADEO, 2019 emerging market refers to the developing
countries which have more relevant in context of productivity. These are the countries which
are working by adopting traditional approaches. These countries mainly rely on agriculture
and handicraft. But these days, these days are working for development of industries, so there
will more business opportunities as well. There are five characteristics on the basis of which
scope of development in country is possible- fluency in currency. More growth potential, etc.
There are different countries which comes under this category such as Brazil, India, Turkey,
Thailand, Korea, Poland, Peru, etc. There is easily availability of labour at cheap rate through
which industrialisation is possible (Cunningham and Ferrell, 2015).
Ascertain the several marketing strategies and its importance adopted by company while
entering into emerging market
Marketing is one of the important and crucial component which makes it easy for

managers to understand about changes which are taking place. Marketing of product in new
market assist in communicating with consumers and provide them best. There are many local
vendors and organisation as well through among which there is competition (Gillespie, 2015).
Hence it is important to interact with consumers, so they came to know about services and
new products. Social media marketing, brand ambassador marketing, paid promotions, etc.
are some ways through which consumers are impressed with organisation. This assist
company to make long term relations with consumers. As per view of Sarah Boumphery,
2019 managers of organisation which is thinking to launch operations in emerging market
some strategies have to follow such as market, macro environment stability, consumer market
size and growth, openness, population, size and growth, etc. After understanding these
factors, it is easy for marketing department to work plan for effective marketing strategies
through which entry in new market is easy and long term (Haron, 2016).
Major factors of marketing which has to be considered while managers of organisation is
planning to enter in emerging market
Marketing is the way through which activities of organisation is performed in
effective and relevant manner. Marketing is the way through which individuals get knowledge
about product offers in society and benefits which they can avail wit it (Marquis and Raynard,
2015). So there is requirement of proper marketing strategies which makes it easy for
managers to understand about changes which are taking place in consumer demand. As per
view of Anastasia. 2019 Language difference, proper communication channel, religious
values, consumer buying behaviour, tariffs, taxes, related to marketing, etc. are considered.
This makes easy for managers of organisation to understand about ways through which they
can easily enter in emerging market (Paul, 2015).
Research Gap:
There is requirement to study different ways of marketing in order to enter in emerging
market and communicate with consumers. There are different factors such as language, cost
of marketing, etc. which has to be considered while marketing in new market. There is
difference in demand of consumers, so with taking feedback, it is easy to analyse what is
demand and then provide it, so good image can be maintained in new market through which
long term sustainability can be achieved.

References
Books and Journals
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales
in global markets: Examining the contingent role of country-market characteristics. Journal of
International Business Studies. 46(5). pp.596-619.
Crane, A. and et. al., 2019. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Cunningham, M. P. and Ferrell, O. C., 2015. Marketing’s Greatest Challenge: The Social
Impact of the Globalization of Markets. In Proceedings of the 1989 Academy of Marketing
Science (AMS) Annual Conference (pp. 231-234). Springer, Cham.
Gillespie, K., 2015. Global marketing. Routledge.
Haron, A. J., 2016. Standardized versus localized strategy: The role of cultural patterns in
society on consumption and market research. J Account Mark. 5(151). pp.2-13.
Marquis, C. and Raynard, M., 2015. Institutional strategies in emerging markets. The
Academy of Management Annals. 9(1). pp.291-335.
Paul, J., 2015. Market access and the mirage of marketing to the maximum: new
measures. Asia pacific journal of marketing and logistics. 27(4). pp.676-688.
Rexhepi, G., 2015. Entering new markets: Strategies for internationalization of family
businesses. In Family businesses in transition economies (pp. 293-303). Springer, Cham.
Sinha, M. and Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for
increasing the ratio of non-users to users. Journal of Business Research. 86. pp.217-224.
Surugiu, M. R. and Surugiu, C., 2015. International trade, globalization and economic
interdependence between European countries: implications for businesses and marketing
framework. Procedia Economics and Finance. 32. pp.131-138.
Online
AMADEO, K., 2019. Emerging Market Countries and Their Five Defining Characteristics.
[Online]. Available through: <https://www.thebalance.com/what-are-emerging-markets-
3305927>.
Boumphery, S., 2019. Succeed in Emerging Markets: Selection, Strategy and First Steps.
[Online]. Available through: <https://www.insightsassociation.org/article/succeed-emerging-
markets-selection-strategy-and-first-steps>.
Anastasia. 2019. Factors to Consider For International Marketing. [Online]. Available

through: <https://www.cleverism.com/factors-to-consider-for-international-marketing/>.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g research,
development and analysis of ideas, writing, data collection, numerical
analysis, tutor meetings, production of final outcome, evaluation,
writing the report):
Research has to be done with considering different activities in
synchronise manner. Research activities are discussed as under-
Submission of research proposal
Complete background information for research project
Collect secondary sources of information for research project
Complete research methodology and collect primary and secondary
sources of information
Complete collecting data for study and present the result
Determining Budget
Data Interpretation and analysis
Evaluating results and findings
Complete the report and submit the final report
How long this will take:
Week 1
Week 2
Week 3
Week 3
Week 4
Week 5
Week 5 and 6
Week 7
Week 10
Milestone one: ________Complete collecting data for study and present the
result__________
Target date (set by tutor): __Week 5_________________

Milestone two: ____Data Interpretation and analysis_____________________
Target date (set by tutor): ____Week 5 and 6_________________
Gantt Chart
Gantt chart is the representation of research activities with their respective duration allotted
for them. It is important because it assist in completing investigation within specified time and
provide information about sequence of performing activities.
ACTIVITES WEEK
1
WEEK
2
WEEK
3
WEEK
4
WEEK
5
WEEK
6
WEEK
7
WEEK
8
WEEK
9
Submission of
research
proposal
Complete
background
information for
research project
Collect secondary
sources of
information for
research project
Complete research
methodology and collect
primary and secondary
sources of information
Complete
collecting data for
study and
present the result
Determining

Budget
Interpretation and
analysis
Evaluating results
and findings
Complete the
report and submit
the final report
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why? What
your areas of research will cover:
Research methodology enhance information about techniques which are used in this
investigation to make it relevant and appropriate. “Research Onion” is the framework which
is used by researcher in which complete information about tools and techniques can be
collected.
Inductive approach will be best for this investigation because this focus on core elements
which might affect outcomes from investigation. There are different elements related with
strategies for entering in emerging market, so it is enclosed in inductive approach (Rexhepi,
2015).
Positivism philosophy is used because this provides complete and in- depth information about
specified format to conduct investigation. This assist in completing whole study in specified
format (Surugiu and Surugiu, 2015).
Qualitative investigation method fits more for this research topic because in this method
information is represented through charts which are easy to understand. There is of use of
mathematical and statistical tool , so it is easy for reader to interprete it.
Information will be collected through primary and secondary sources because this provides
complete information about strategies for entering in emerging market. Questionnaire will be
used for collecting primary information, while online sources, article, books, etc. are selected
for secondary information. Secondary information assist in providing more widen data about
emerging techniques (Sinha and Sheth, 2018).
Sampling is done through simple random probable sampling because this makes easy
scrutiny of employees because this is easiest way to perform business activities in better and

appropriate manner. There respondents are easily available then it is easy to perform activities
and get better outcomes. 50 employees are selected for collecting information.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another
qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date

Research Ethics approval form
All students conducting research activity that involves human participants or the use of data
collected form human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed research fully with your
unit tutor. Please complete this form in good time before your research project is due to
commence.
Section 1: Basic details:
Project title:
The role of marketing strategies while globalisation of businesses to enter emerging markets.
A study on Hotel Marriott (Glasgow).
Student name:
Student ID number:
Programme:11
College Name
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No

 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults
How will participants be recruited (identified an approached)?
Union leader of Trade union at Hotel Marriott (Glasgow) will participate in research. Apart
from them, top level managers are selected for collecting information.
Describe the processes you will use to inform participants about what you are doing:
Formal means of communication will be used for informing participants.
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
Consent is collected through DOC forms filled by respondents on their official mail id.
Consent cannot withdraw by respondents.
Studies involving questionnaires: will participants be given the option of omitting questions
that do not wish to answer?
Yes No

If no please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This could be a brief
summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)
Yes No
Who will have access to the data and personal information?
Researcher and tutor can access personal information of respondents from whom primary
information is gathered.

During the research:
Researcher
Where will the data be stored?
Data will be stored in the form of DOC document.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical concerns?
If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise because
of your research. Please consider/address all issues that may apply. Ethical concerns may
include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity

 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer,
sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy:
Yes No
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that
may arise in the course of my research
Name:
Date:28/05/2019
Please submit your completed form to your supervisor and also attach to the Research
Proposal when submitting to Turnitin.