Sainsbury's: Global Market Entry Strategies and Marketing Analysis

This report examines the impact of globalization on businesses, specifically focusing on Sainsbury's strategies for entering the global market. It aims to identify the relationship between globalization and people management, analyzing how globalization affects staff management and the latest trends adapted by companies. The research delves into Sainsbury's business operations, highlighting the importance of international marketing and the various strategies employed to enter new markets. The report includes a literature review covering people management, the impact of globalization on organizations, and the challenges faced in international business. It also considers the reasons for choosing the research topic, its significance, and the activities and timescales involved in the research project. The study emphasizes the need for businesses to carefully consider their strategies before entering new markets and understanding the benefits and challenges associated with globalization.

Research Proposal Form
Unit: Unit 11- Research Project
Proposed Title: To identify different marketing strategies employed by business to enter
into global market–A study on Sainsbury, UK

Section One: Title, objective, responsibilities
TITLE:
To identify impact of globalization on people management in organization. – A study on
Sainsbury, UK.
Aim and Objectives:
Aim: To investigates the impact of globalization on the people management of organization.
Objectives:
 To find the relation between people management and globalization.
 To analyse the impact of globalization management of staff.
Research Questions
1. What is the relationship between globalization and people management.
2. How the process of globalization affects the staff management of the business
organization.
Research Questions
3. What are the latest trends adapted by companies in respect of globalization?
4. How to determine its various strategies and its benefits considered by company to enter
into global market?
5. What are the challenges faced by company in implementing the different strategies to
enter into global market?
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?):
INTRODUCTION
The term globalization refers to such a process which helps company to
enter into global world through different technique and strategies to enhances their business for
longer time period. Through the process of globalization it provides various facilities such as
free transportation, advancement in technology and also more growth opportunities
(Globalisation, 2019). This is important for the business organization manage the people who
are associated with the organization because of their personal interests. Globalization is a
complex procedure that enable the organization to conduct business on the global level. Process

of globalization force add more people with organization. As more people get involved with
organization it becomes difficult for organization make effective changes in their policy to make
people management more effective. International marketing has become one of the important
part of today's business. Therefore it has become important for an organisation to use different
strategies in order to enter new market. Present research is based upon Sainsbury which is the
second largest chain of supermarkets in UK (Martek and Chen, 2016). The Inaugural of
Sainsbury business was committed by John James Sainsbury in 1869. They carry 1415 shops
worldwide and also engaged with 186,900 employees carrying such business at large scale. Due
to the concept of globalisation, they engage their business more globally and also prefer more
online services which can be easily reachable to large number of customers. The company use
various strategies for maintaining its business operations in different countries.
RESEARCH BACKGROUND
Various studies has been conducted on this topic of globalisation and its
importance. As per the studies there are various strategies which companies adopt in order to
enter in new market and make their business operate internationally. The various research has
been already performed on this topic describing or highlighting on various strategies. The
following research will aim at identifying strategies which companies adapt to do business
internationally and how this strategies helps companies to make people management effective in
the organization. Emphasis is laid on identifying the trends in an international market. Also the
role of these trends in international market and their contribution in international marketing has
been identified. The topic is of huge importance as it demonstrate various strategies of a business
as well as its importance. However no one strategy is found to be effective as all the strategies
holds some advantage as well as disadvantages. The strategies depends upon the type of market
and business a company wants to enter. Therefore it is required by a company to look at
strategies which they need to adapt carefully before entering new 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):
Rational:
The main reason of choosing this topic is that globalization is the wider concept and thus
lot of new changes are adapted by business while entering into global market. The main idea

behind choosing this topic is to enhance knowledge in this area and understand more deeply
about business environment. Thus, to choose this topic helps researcher to examine various facts
and figure undertaken to gather the correct information. Another reason of choosing this topic is
that lot of authors had already gathered the information relevant to this topic. Thus, less time is
required to collect the information. Due to changes in time, lot of new aspects are to be
determined, thus preferring this topic helps to understand more techniques which is implemented
by company to enter into global market.
Significance: The findings of study will help in analysing what benefits does companies get
while operating in international market. As globalisation plays an important part in business to
earn profit. Thus the results will help the companies to gain an overview of various aspects of the
field including benefits as well as challenges. It will guide companies to what strategies is
beneficial for them and what are the current trends in global market which company should
adopt in order to successfully set up their business. For the researcher it will help to gain a
knowledge regarding various trends pertaining in the market and business who are doing their
business internationally.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
LITERATURE REVIEW
In literature review a good representative literature has been used in order
to find out about the globalization and business. Many relevant literature in the same field has
been found which help in gaining a enough knowledge of the topic.
Theme 1: Relationship Between Globalization and People Management
According to the Gordon (2018) people management is one of the most
important work of the Human resources management in the organization. With the process of
globalization responsibilities of Human resource management shift to the next level. There are
different activities are used by the HRM of organization to manage the people with in the
organization and other people that are connected to organization with their interests. For the
people management it is important for human resources, department to maintain communication
with the people of organization. Due to the globalization process it became so difficult to
maintain communication with the huge employee base. To reduce the complexity due to
globalization organization

Similarly yousefi and et.al., (2016), says that there are various
technologies are there which can be used by the organization make effective communication
with their employees on the global level which is important for the people management in
organization. For example use of internet has revolutionized various activities including people
management strategies. The use of social media has been increased now a days, many of the
people are active on social media such as twitter, Instagram, Facebook. This could be a way that
organization can use to make efffective communication with their employees. On the global
scale people work on the different location around world. This is not always possible for
organization manage people at huge geographical distance. This communication strategy that
includes the use of social media can improve the
Gunn (2017) argued that on the global level there are different
communication barriers for organization. communication, the barriers exit in respect of culture
or any language issue which results in distracting the interest of companies. For choosing the
offshore business it requires lot of safety regarding the data as there are more chances of
infringement of data or hacking the company profile. This differences on the basis of culture,
religion, language, prevent the organization to manage people who are associated with their
business gols. There are some process organization can used to minimize these gaps to remove
the barrier with in the communication.
While Watson IV, And et.al., (2018), says that innovation is one of the
emerging trend in the global market. The innovation is increasing rapidly as now the companies
are frequently using different innovative technologies to manage people in their organization.
Innovation is one of the most trend in focus in international market as it has become an
important part or mode of engaging people connected to the organization.
Martek and Chen, (2016) has conducted the study which focuses on
relationship between adoption of People management and globalization. The main goal of this
study is to move away from the general argument about the mega trends and to look at actual
dynamics of these trends in operation of business. As a result it was found that e- commerce has
created a huge impact on business who are going globally. It shows that e commerce will have a
international competitive advantage rather than enabling local firms to face or compete with
international market and to improve the performance of the organization on the global scale to
make effective changes in their people management policies to get better result. . However from

the studies it was found that globalization is beneficial for the people management because it
provides different opportunities to the Organization. The main opportunities are connected with
the development of vast knowledge that can enable them to make effective people engagement
program to keep motivation of employees high. This high motivation can help them to gain
advantage in the competitive market.
As per the views of Parrish, Lee and Kim, (2016), trends in people
management practices has changed dynamically from last years. The main reason behind this
change is advent of information technology which has make global market connected. Authors
says that there are various other factors which are trending in international market such as social
media boom, pearse trust and the rise of inbound. Social media has evolved as a dominant
communication channel. By the end of 2014 Instagram has gained about 300 million active users
at the 2017 the user has increased up to 800 million. Also pears trust has also been emerged as a
latest trend for international business. Pears trust has offices in various areas such as Dublin,
Wellington and London. Inbound marketing has also become popular in the last few decades.
This social media channel help the organization to get more connected to their employees and it
can help them to gain higher efficiency in business operations.
Theme 3: Impact of Globalization on the People management for Organization
Mohan (2017) stated that Joint venture is another strategy which
companies can adapt to expand business internationally. As they can merge with other company
to carry their activity or enter into new project with this venture. This helps them to increase the
reputation of company for longer time periods. Rosenau (2017) criticised that by choosing this
strategy it reduces the company brand name if the project is not successful but there are also
some challenges are associated with this process of the globalization. In the merger operation
organization they alo have to deal with the people of other organization. In these cases they
might feel some extra trouble in people management. This is how different approaches used for
globalization process organization can face some troubles with people management.
Homann (2016) examined that the challenges faced by company that are
related to the people management on the international level. Thus, the another challenges is in
resulting to the language barrier as every country had their own values, culture and ethics. It
affects the company integrity to enter into different countries.
While as per the views of Vladislav Kapgupta, Hubert Palus and Richard

Vlosky (2015), in order to identify the barrier influence of previous experience on international
business has been examined and size of firm as a barrier has also been examined. From this it
was found that globalization make people management process difficult for the business
organization.
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 TIME PLAN
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Schedu
led
Initiation 5 days Tue 03-09-
19
Mon 09-09-
19
Auto
Schedu
led
Selecting the topic 1 day Tue 03-09-
19
Tue 03-09-
19
Auto
Schedu
led
Preparing aim and
objectives 3 days Wed 04-09-
19
Fri 06-09-
19 2
Auto
Schedu
led
Literature Review 1 day Mon 09-09-
19
Mon 09-09-
19 3
Auto
Schedu
led
Planning 15 days Tue 10-09-
19
Mon 30-09-
19
Auto
Schedu
led
Using Research
methods 3 days Tue 10-09-
19
Thu 12-09-
19 3,4
Auto
Schedu
Collecting data 12 days Fri 13-09- Mon 30-09- 6
How
long this
will
take:

led 19 19
Auto
Schedu
led
Implementation 15 days Tue 01-10-
19
Mon 21-10-
19
Auto
Schedu
led
Analysing the data 9 days Tue 01-10-
19
Fri 11-10-
19 7
Auto
Schedu
led
Interpreting the
analysed results 6 days Mon 14-10-
19
Mon 21-10-
19 9
Auto
Schedu
led
Monitoring 2 days Tue 22-10-
19
Wed 23-10-
19
Auto
Schedu
led
Recheck the data
before submitting 2 days Tue 22-10-
19
Wed 23-10-
19 9,10
Auto
Schedu
led
Final closure 1 day? Thu 24-10-
19
Thu 24-10-
19
Auto
Schedu
led
submit the report 1 day? Thu 24-10-
19
Thu 24-10-
19 12
Gantt Chart:

Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies

RESEARCH METHODOLOGY
Research Types: There are various types of research method which are used in order to conduct
a research. Out of all there are mainly two type of research which are mostly used which are
Quantitative and Qualitative research. Qualitative research are those research which is about
inquiries people in order to get depth understanding of the topic or problem. It is a non-statistical
research method. The researcher ask for a questions to the people there are various methods
which researcher use in order to conduct qualitative research such as focus group interview, one
to one interview, Context and text analysis and case study research.
While in quantitative research researcher use structured way for collecting data and
analysing the data. In this method statistical, computational and similar methods are used in
order to collect and analyses data. This type of method use close ended questions. Such as
questionnaire, polls, online survey etc., are all examples of qualitative research.
Researcher will apply quantitative methods to conduct the research. By this methods they
can raise questionnaire or conduct survey to gather relevant information (Silverman, 2016).
Research Approach: There are three type of research approaches Inductive, Abductive and
Deductive approach. The most common approach which is used by a researchers are inductive
and deductive approach. Inductive approach contributes in new theories and generalization while
deductive approach is used in order to test the validity of assumptions made in a research. In
deductive research data collection is used for evaluating hypothesis which is related to existing
theory while in inductive research data collection is used for exploring and identifying themes
and pattern. And locating these themes and patterns into conceptual framework. Deductive
approach includes formulation of hypothesis while inductive approach does not include
formulation of hypothesis.
Inductive research includes proper planning and procedure and thus, researcher will
apply inductive methods which is chosen on the bases of Qualitative methods. As per this
approach researcher will collect data on the topic. After data collection the data will be analysed.
Research Philosophies: Research philosophy represents the belief about the way in which
various data about the phenomenon is gathered and analysed. There are basically two types of
research philosophies which are positivism and interpretivism.
As per positivism the reality is fixed and it is directly measurable and knowable. The
main goal of such type of research is explanation of theories and strong prediction. While as per

interpretivism research philosophy in which research interprets the element of study. As per this
approach it is important for a researcher to act as a social actor and to appreciate differences
between people. It carries various ideas, thoughts and discussion and thus researcher will use the
Interpretivism method in order to conduct this research and to interpret the information (Smith
and Osborn, 2015).
Data collection: It is a method which is used in order to collect and measure information on
variables of interest in a systematic manner and enabling an individual to ave a answer to the
stated questions, hypothesis and test. The two type of data collection methods which Primary and
Secondary data collection methods. Primary data is collected with the help of various methods
for example interview method, projective techniques, delphi technique, focus group interview
and questionnaire method (Lowry and et.al., 2016). This method help in collection of data from
original sources thus giving more real overview of the present situation. While secondary data is
the type of data which has already been collected and is readily available to a researcher via
various sources. Secondary data are cheaper and can be easily and more quickly obtained in
comparison to primary data. It helps in improving understanding of the problem in detail.
In this, researcher will apply both the method in order to gather information i.e.,
researcher will use questionnaire in order to collect primary data and will gather information
from various sources in order to gather secondary data.
Sampling: Sampling is a process for selecting small units from large population so that an
overview of the population can be achieved. There are two method which researcher use in order
to collect sample for the research. The two methods are probability sampling and Non
probability sampling (Eliuk and et.al., 2016). Probability sampling make use of statistical theory
for selecting the sample randomly. While in non probability sampling in which odds of any
member is selected for the sample which cannot be calculated. In probability sampling odds can
be calculated.
Researcher will use non-probability sampling method in which convenience sampling
method will be used in order to select random people from large number of population
(Walliman, 2017). Convenience sampling is a way which is used in order to collect a sample
from the place which is convenient to researcher such as school, church, or any other place. In
this research 20 employees are to be undertaken to whom questions is raised.
Data Analysis: It can be described as a process which is used for transforming, cleansing,

inspecting and modeling data with aim of gathering useful information and supporting decision
making. Thematic analysis is used in order to analyze qualitative data in many fields and
disciplines and it can be applied to different data sets, different research and in different ways.
Researcher will choose thematic form to present the research on the bases of theme. In
this research, the data is analyzed on the bases of theme which interpret the data clearly to give
accurate results (Gray and Malins, 2016).
Ethical consideration: It is one of the important part of research. Ethics are to be maintained by
researcher in respect of taking consent form before disclosing any information (Myers, 2019). In
order to assure that research is conducted as per the ethical concern researcher will make sure
that participants are not harmed by ensuring that their dignity is maintained. A consent will be
taken from the participants before making them part or respondent of research. Researcher will
make sure that quality of research is maintained throughout the project. The confidentiality of
respondent will be maintained. The manager who will be interviewed will highlight the
importance of thinking.
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