Research Project: Entering Emerging Markets - Marks and Spencer

This research project investigates the strategies employed by Marks and Spencer (M&S) for entering emerging markets within the retail sector. The study begins with a background on globalization and its impact on businesses, specifically focusing on M&S, a UK-based company. The research aims to identify various entry strategies, determine their advantages, articulate the challenges faced by the organization in developing countries, and provide recommendations for effective implementation. The research methodology includes a qualitative approach, with data collected through questionnaires administered to M&S managers. The project reviews key literature on market entry strategies, advantages of different approaches, challenges faced (such as cultural differences and communication barriers), and recommendations like joint ventures. The findings, based on the data analysis, suggest that globalization offers significant opportunities for companies like M&S to improve profitability and market positioning. The project concludes with recommendations for M&S to formulate effective globalization strategies and conduct thorough studies of the factors influencing and challenges associated with globalization. The research also includes questionnaires and references to relevant academic sources.

Research Project

TITLE
 “To identify the different strategies associated with
entering into emerging markets in retail sector. A study
on Marks and Spencer.”

INTRODUCTION
Background of the study
 Globalisation is a process that enables a company to expand its business beyond its
geographical boundaries. It leads to integration of the business with economic, cultural
differences at world wide level. It leads to open the geographical borders for the
companies for the trading purpose.
 The present report is regarding positive and negative impact of globalisation over several
business operations. For making in depth research, Marks and spencer company has been
chosen for this purpose. It is UK based company which was founded in the year 1884. It
performs its business for providing clothing, home and food products to its customers. In
order to perform several activities for the research purpose, various research
methodologies, tools and techniques will be used. Further, in order to gather actual data
and information, a set of questions will be asked to the managers of Marks and Spencer.

Research Project aims, objectives and main
research question
AIM:
 “To identify the different strategies associated with entering into emerging
markets in retail sector. A study on Marks and Spencer.”
 OBJECTIVES:
 To identify the entering strategies available for Marks and Spencer to enter into
emerging market.
 To determine the advantages of different strategies to enter in the emerging market used
by Marks and Spencer.
 To articulate challenges faced by organisation to enter in developing countries.
 To provide recommendations for effective implementing of entry strategies for
successful establishment of business.

Contd…
 Research Question:
 What are the entering strategies available for Marks and Spencer to enter into emerging
market?
 What are the advantages of different strategies to enter in the emerging market used by
Marks and Spencer?
 What are the challenges faced by organisation to enter in developing countries?
 What are the recommendations for effective implementing of entry strategies for
successful establishment of business?

Why my Chosen Topic is Important
 The major purpose behind the chosen of this topic for the research purpose is to fulfil
the academic requirement of the scholar.
 Along with this, in order to improve the understanding of readers and scholar
regarding various influences of the globalization over a company's performance, the
present research has been conducted on the globalisation.

Key literature /Literature review
 Theme 1: Entering strategies available for Marks and Spencer
 As per the view of Wan and et.al., (2019) market entry strategy is the planned
delivery method of goods and service for new market
 Such that direct exporting is the most common strategy in goods are sell directly into
the market. Another one is franchising that is used for rapid expansion and used by
M&S in which the franchisor of the product obtain the distribution using different
dealers

Conti…
Theme 2: Advantages of different strategies to enter in the emerging market
used by M&S.
 According to Cussen and Cooney (2019) the biggest advantages of
direct exporting is one of the easy way which allow M&S to have a greater
control over the sales and also helps to directly interact with the clients which
helps to generate profit.
 Further, using franchising as a market entry mode will help quoted firm to
reduce the chances of risk and even the franchisor also gives the support
related to training and provide advice as well

Contd…
 Theme 3: Challenges faced by organisation to enter in developing
countries.
 To increase the profit and raise company's overall brand image, there
is a need to explore the unit at global level. In the same way, M&S also wants
to enter into another market but it may faces some challenges as well.
 As per the view of Chipp and et.al., (2019) unfamiliar cultural is the biggest
challenge which Marks and Spencer may face. Such that customer are mainly
influence to purchase the products through effective marketing messages and
in the same time, the cultural differences creates obstacle sin the success path.
On the other side, communication style and language barrier is another
challenge that affect the business to enter into develop country.

Conti…
 Theme 4: Recommendations for effective implementing of entry strategies
 As per the view of Park, Allui and AlSelaimi (2019) Marks and Spencer
should use Joint venture as an entering strategies and it is so because it is one of the
most common way that combine resources and expertise of two unknown company.
 This type of partnership mainly helps to offer the great advantages such as it is consider
one of the most flexible strategy as compared to other and also raise capacity as well as
sharing of risk and cost is done in equal manner.

Methodology/Research Methods for the
Study
 For this current research, researcher chooses qualitative research type because it helps
in depth understanding the problem as well as issue and it is also a non-statistical
research method used by researcher.
 Research philosophy: it is the concern or the way in which the data can be
collected and analysed so that the researcher can easily handled the questions. Further,
it also helps to deal with origin and nature of the knowledge

Contd…
Research Approach: It is the plan and a procedure which comprise of different
steps as well as assumption in detail manner. Research approach helps to address
the problem the better way and it is three types such as deductive, Inductive and
Abductive
Research design: It is the framework of method as well as techniques that is
chosen by the researcher to complete the research in logical manner. It is of two
types such as exploratory and conclusive.