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.