HND Business Research Project: Marks & Spencer in Emerging Markets

This research proposal examines the strategies employed by businesses, specifically focusing on Marks & Spencer (M&S), to enter emerging markets. The introduction highlights the importance of globalization and the challenges faced by companies expanding internationally. The rationale emphasizes the significance of studying market entry strategies, particularly in emerging economies. The research aims to analyze M&S's strategies, with objectives including describing the role of globalization in international trade, identifying expansion challenges and benefits, and determining M&S's market entry methods and implications. The literature review covers globalization's impact, challenges such as cultural differences and competition, and potential benefits like enhanced brand image and profit margins. Various market entry strategies like direct exporting, franchising, and joint ventures are discussed. The research methodology section outlines the use of a qualitative research approach, along with inductive research techniques to explore the research topic.

Research
Proposal and
Project

Part 1 – Research Proposal
TOPIC : To analyse the strategies employed by business to enter into emerging markets: A
case study on Marks & Spencer.
INTRODUCTION
Globalisation can be defined an approach which could help business organisations to
operate their businesses across the borders. It is been found that not only the firm which are
commencing at middle tier within the national economy but also this small organisations looking
forward to expand their business at global scenario. That is vital for firms to emphasise on
selecting an effective market entry approach in order to sell products and services at international
tier. It enables in, it should be stated that a company will sustain within an emerging market
longer period of time. In the same way Marks and Spencer which a significant well known
organisation including sector is also looking forward to the same so that customer base, profit
margins, goodwill, reputation, and brand image could easily be improved. But, it is being found
that organisations basically faces a range of issues while entering a whole new market.
Launching a new product considering the customer needs of the emerging markets with low
prices, giving heavy discounts and many more are some common strategies employed why
companies when it comes while entering within growing market.
Background of the Research
Performing business at international level, analysis of the market conditions and true
focusing on that developing strategies sustaining are some of the essential element which
required to be understood along with sustain in the marketplace for a long run. This basically
helps in understanding the term globalisation because launching a business considering different
sorts of market strategy is not an easy task to do. Failure into any of these may lead an
organisation to face losses or risks that are involved within the market where the business
organisation is going to expand comes in front. Further it has been summarised that globalisation
enables to bring economic development and enhancement by using foreign direct investment.
A famous retailer name as Marks and Spencer has developed a range of strategies in
order for entering within rising market that enabled to frame a acknowledge name in market in
all over the world. But there were many cases came in front where company has faced a range of
problems while entering those markets and these issues were like cultural differences,
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technological advancements and changing Trends requirements of the customers. This impacted
negatively upon overall performance level Not only at National but at international level which
affected their customer base as well. Further, there are various causes in which energy and
environmental hazardous effects and disputes hinders self interest of an organisation and affects
adversely on planning and expansion. (Dunning, 2015).
Rationale of investigation
Vital reason behind choosing this topic is that globalisation has been one of a significant
topic which needs to be studied in a right full manner because it is a wide concept to understand
and there are only a few Scholars or researchers that has kept their focus on this. Along with this,
investigator has also so developed interest towards this topic in recent times because many
business organisations are looking forward to expand their businesses into new who are
emerging markets considering a range of strategies through which they can directly grab
attention of customers in a short span. This is been considered as one of the major reason behind
conducting Investigation on this topic.
Research Aim
To analyse the strategies employed by business to enter into emerging markets: A case
study on Marks & Spencer.
Research Objectives
 To describe the role played by globalisation in enhancing international trade.
 To identify major challenges and benefits related to overseas expansion for a business.
 To determine ways through which Marks & Spencer can venture into emerging markets
and their implications.
Research Questions
 What can be considered as the role played by globalisation in enhancing international
trade ?
 Elaborate the major challenges and benefits related to overseas expansion for a
business ?
 What are the ways through which Marks & Spencer can venture into emerging markets
and their implications ?
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Limitation of research
There are various limitations which occurs while conducting research. It includes
development of particular aim and objectives in the investigation. The researcher required to
formulate them broadly and it must be narrow so they can concentrate on managing and
maintaining specific point. At the time of gathering such required data, extensive experience is
necessary and measured. There are some limitations which are faced by researcher such as lack
of confidence, as business concern have perception in which data may be misused from
someone.
Benefit of research
The research improves services and treatment which are develop for future generations.
This will assist in formulating new tests for diagnosis, treatment and process which can
evaluated and measured in better manner. During a research study, it is usually monitored and
controlled so that changes can be perceived earlier.
LITERATURE REVIEW
This section within every single research plays a crucial role because it helps researcher
in gaining knowledge related to the topic in depth where investigator take help of different
articles, books and other sources where Scholars has already done investigation of the same topic
which has been chosen by the researcher. In the same way, in order to conduct the investigation
on focusing on the strategies that firms use for entering within growing industry. Some of
information on the objectives is given below :
Role played by globalisation in enhancing international trade
According to Dunning, (2015) in past two or three decades it has grown with the
remarkable figures. The basic reason behind this is that business organisations that were
performing at small level has built their thinking and started thinking to expand the business at
international level. At present scenario, near about one fourth of generations has been moved out.
It is crucial to analyses transformation processes as they throws relevant light on facts associated
with interchange that has been created. In addition to this there have significant results attained
that have been recorded through viewpoint among two flexion of globalization, exchanges
incorporate two merchandise and administrators. Generation chains of these merchandise have
been progressing with respect to mind boggling within world. According to this, ongoing
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evaluations, approximately 30% fares worldwide have been originated from diverse remote
sources of data. Mostly exchange hypothesis within fiscal matters are spread around wellsprings
for specified standpoints within writing centres. This propose that diverse countries can take up
from wide transformations that are spends within given time frame while creation of what will
lead to creation of effective delivery with respect to qualities rendered by them.
Elaborate major challenges and benefits related to overseas expansion for a business
As given by Kerzner and Kerzner, (2017), diverse cases were acknowledged by firms
have gone reached to a whole new level where they have become leader in their own industry in
which they are performing operations. Om the other side, there are many business organisations
which failed and faced issues related to their expansion strategy which let them to cancel there
licences to perform at international level. Here it is been found that one of the major challenge is
cultural differences which majorly impacts upon overall working of a business organisation like
Marks and Spencer. Another challenge which can be faced by a company is related to market
trends and customer base of Rivals.since competitors stays at every single level, all new
company which is looking forward to expand its business would required to develop a range of
strategies in order to fulfil all the requirements of a whole new customer ways within an
emerging country. This would require lots of investment for measuring modifications among
existing products and services which hardly an organisation can offered at the time of Business
expansion.
On the other side, if it is talked about benefits then globalising business would directly
help company in enhancing its performance level, profit margins, goodwill and customer base.
this will help in enhancing the brand image as well which may help a company in sustaining in
an emerging market for long duration as compared to expectations of firm. Therefore, a
company like Marks and Spencer needs to develop a strong and effective strategy while
expanding business within an emerging market considering all the analysis which is needed in
order to reduce all the risks that are involved while expansion.
Ways through which Marks & Spencer can venture into emerging markets and their implications
As mentioned by Andriof and et. al., (2017), diverse methods exists that leads to firms
like M&S can easily venture into new and emerging market or a range of markets. These are
given beneath:
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Direct Exporting : this type of way of venturing a whole new market can be defined as
selling of goods and services straightforwardly within marketplace company has opted initially
for an organisation like Marks and Spencer considering resources that are generated by them.
Diverse firms has started programs associated with sales for turning agents or distributors for
representation of representing them within marketplace.
Franchising: This is being considered as another way of venturing into emerging markets
which can be used by Marks and Spencer. This is one of a crucial approach which is mainly
used by most of the firms are carrying out their operations at global levels for expansion
themselves at a whole new market. This may lead them to expand business in a short span
because of the experience that franchisor has about the market where company has expanded.
Joint Ventures : this type of approach can be defined example where a particular
organisation like Marks and Spencer develops partnership with another form that has existence
in the whole New Market where company is looking forward to extend itself this involves
agreements and many other things which directly clears the partnership agreement. Considering
this approach, third independent franchisor easily manage the business organisation without
taking any sort of help for providing any information to the the company which is going to
expand itself like Marks and Spencer.
RESEARCH METHODOLOGY
This section basically helps the investigator in selecting right tool, approaches, Research
Design and more for carrying out research in appropriate way.
Type of Research Methods
Basically there are range of research types or the methods which could be used by investigator
and these are given below:
Qualitative method- if it is talked about particular lead on this topic then the theoretical
perspectives different range of understandings and perceptions of people is being considered as
the data which will be analysed further in order to allow favourable reasons and outcomes on a
particular ratio which has been raised by the researcher.
Quantitative method- basically numerical, statistical, or any other mathematical formulas
are utilised under this kind of research methodology in order to allow favourable outcomes.
This, approach shows the exact results based on the facts and figures related to the issue which
has been raised by investigator (Rushton, Croucher and Baker, 2014).
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For conducting the investigation on present topic which has been chosen by researcher comma
qualitative research methodology has been utilised.
Research Approaches
Specifically, in research approach two types of research approaches that could be used by
investigator and that is inductive and deductive.
Inductive approach- In that approach generation of new theory emerge from data and
information.
Deductive approach- In that approach it usually begins with a research hypothesis and
aimed and on testing theory. That approach is emphasis on quantitative and rely on causality that
helps in enhance on organisational development.
From the approaches in that inductive approach of research should be used that gives
information and data relates with an significant area for an example study on globalisation.
Research techniques
Based on the requirements of the research, investigator uses or chooses one research
technique from different range of techniques. Questionnaire, survey, interview and many more
are some of the techniques which can be adopted by investigator for conducting the
investigation. In present context, questionnaire has been utilised for collecting the data.
Data collection
Majorly two tiers of data collection which is being utilised by researcher at the time of
conducting an investigation (Grayson and Hodges, 2017). These are given below :
Primary data collection- In primary data which is first time collected by the researchers
for a significant propose or a project. It is quite expensive in nature and with help of survey and
questionnaire it collected.
Secondary data collection- Secondary data is gathered by someone else and other than
by user and it should be collected by social science in which censuses, data and information by
government department and records of other organisation that proved helpful in getting right
information(McNair, 2017).
In that scenario both kinds of research types should be availed that are primary and
secondary that helps in gather right kind of knowledge and information.
Analytical techniques
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Analytical techniques helps to researcher helps in examine the relationship in different
variables by using different techniques that are regression, grouping methods and multiple
equation model. (Jensen, 2017).
Ethical consideration
Ethical consideration is a critical evaluation of an investigation. Ethics and norms are
conduct distinguish between right and wrong matter. This will assist in determining differences
between acceptable and unacceptable behaviour. Ethical behaviour is also critical for
collaborative work because this will motivate and encourage an environment. Researcher must
adhere to ethical standards in order public support and believe in an investigation.
TIMELINE OF RESEARCH ACTIVITIES
Gantt Chart: this type of chart helps investigator in setting times for every single
activity which is linked to investigation (Kerzner, 2017). Specifically, researcher of present
investigation has also adopted this type of graph in order to to show all the activities that is going
to be done while making the report on research purpose that is to analyse the policies while
entering in global markets.
TIMELINE : Timeline for present investigation is given below :
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