Globalization and Business Success: A Case Study of Nisa Retail

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How globalization can drive business success of Nisa-Retail
Business proposal
[DATE]
[Company name]
[Company address]

Table of Contents
Introduction..............................................................................................................................................2
Literature-Review....................................................................................................................................3
Methodology............................................................................................................................................5
Timeline...................................................................................................................................................6
Conclusion...............................................................................................................................................7
References................................................................................................................................................8

Part 1 – Research Proposal – (LO1)
Introduction
Globalization represents as the most elemental transformation of an organization and its
structures to stage on the platform of Global Commerce. All the sectors of the industry go
through deep changes in structure which is often more conspicuous for sectors that are driven
by precocious technologies. Globalization can re-define the functions and role of the nation
state as well as focus the strategic role in coordination (Khandwalla, 2017). As an impact of
globalization, there has been a surge of some transnational societies. This has been
augmented by the marketing mix components, specifically the policy of distribution.
Pioneers like P&G, Unilever represent the earliest adopters of Globalization strategy.
Globalization links with the entire world market. The entire world is benefitted with the
power of Globalization. Competition Globally, triggers the retailers to think ahead and
expand their market place. Prudent retailers always seek for fresh market places. In several
developing countries, several retailers can find great quality and price for extending into
Global business. In the last decade, Clothing retailers like Zara and H&M are increasing
focusing on the market of Asia for growth. Retail chains like Walmart have already entered
the Asian market. Competition, culture and Outsourcing have been drivers for a retail brand
to become Global. Despite the traditional brick and mortar store set-up, there has however
been several brands like Shein.com, Ali-express, Clubfactory.com that has participated and
has been successful in the Global market space without a retail shop or store set-up. In this
age of Digital revolution, the use of internet and e-commerce has re-defined globalization of
brands and companies (Shaw and Sergueeva, 2019).
Research Objectives
The research aim shall highlight the case of Nisa Retail, a Grocery retailer in UK and how it
can expand its service area to a global market space with an internet-based solution of
globalization. In order to achieve globalization in market space, the solution of mobile apps,
internet and social media shall be highlighted in this research report. The key objectives
include as below:

a. To study how the use of internet and mobile apps can be used as drivers of
globalization to sell the products of Nisa Retail in the Global Market space and
enhance productivity (Shaw and Sergueeva, 2019)
b. To study how social media marketing can be used as a powerful marketing tool for
conducting global promotional campaigns and marketing of the brand of Nisa.
Rationale or Reason for choosing topic
The research area is imperative because it shall give insights on the importance of the
proliferation of internet-based retailing and how it has helped to evolve globalization. It will
help to understand how Nisa Retailers can use the internet and its offerings to promote as
well as distribute its products across the world (Zatonatska and Melnychuk, 2017). Thus, the
digital space can be used by the current retailers and product sellers to participate and sell
their services in the Global market space without the traditional brick and mortar stores. In
this new age of Globalization, Nisa Retailers can get an access to fresh customers and not
rely only on its increasing saturated domestic market.
Literature-Review
Rise of Internet, Smart Phones and social media marketing
Globalization is a process that dictates the integration and interaction among companies,
people as well as the government across the world. Thanks to Internet, Globalization is now
synonymous to this digital invention. The Internet can be perceived as a socio-economic
commentator and a propelling force to create a unified Global community (Khandwalla,
2017).
With the burgeoning increase in the use of smart phones and internet, the mobile commerce
has emerged as a great market space for retailers to sell their products. For the year 2016,
alone, the population of the smart phone users had reached nearly 2.1 billion. By 2020, the
population of mobile phone users is anticipated to cross the mark of 5 million. As of the
current period measures, nearly 4.4 billion has been estimated to be active users of internet.
Of all, nearly 3.5 billion represents the current population of active social media users
(Zatonatska and Melnychuk, 2017). China, India as well as United States ranks ahead of all
the present countries based on the internet users. The figures dictate how Internet led
Globalization has radically created a revolution in this world. The speedy access to

information as well as quick electronic transactions has made product sellers and retailers
more interested and inquisitive to sell on this platform. Be it with the market disruptor and
the pioneering Online retailer- Amazon to any local hyper-market catering online stores, the
internet has been a successful market space to invest and generate revenue.
Rise of Cross-Border e-commerce
E-Commerce has been claiming an increasing commerce share in several regions. One
reputed source disclosed that in the year 2014, e-commerce had been 8.2% of the overall
retail in the region of Asia-Pacific, nearly 6.7% in Europe, 6.3% in US and North America.
By the year 2018, the figures had augmented to about 18%, 10% as well as 19% respectively
(Shaw and Sergueeva, 2019). At this time, however, there has been a brand-new story
unfolding: the proliferation of the e-commerce across Cross border.
E-Commerce across cross border has not yet acquired substantial attention. It is because the
e-commerce global market of companies is rare. However, the e-commerce sales across
cross-borders has been growing every day. In an online survey made recently, it was unveiled
that nearly 57% of respondents in across 24 countries as well as in 6 continents had
conducted shopping from a site of overseas in the last 6 months. It is anticipated that these
figures are likely to triplet. In the mean-time, there has been a significant explosion of
connectivity. Companies can today thus collaborate like the world is just 1 singular entity.
There are absolutely nil political barriers against digital trade. This shall be a great booster for
e-commerce to conduct its cross-border operations (Zatonatska and Melnychuk, 2017).
In the current age of modern Globalization, cross border e-commerce sales are likely to
multiply. This is likely to augment the potential market’s size. This shall cause the scale
barriers to drop and market barriers to become more competitive. There is a greater
emergence of choice for customers as there is a greater flow of power to these consumers.
Selling groceries and food products online, has recently become a new trend for several
entrepreneurs endeavoured to utilize the digital platform. However, conducting cross-border
operations in Food and grocery products is still a trend yet to be seen. Pioneers like Amazon
have made it possible, however is yet to show its popularity.
Nisa Groceries
Nisa is a Groceries wholesaler brand in United Kingdom. It retails foods as well as other
products. It is a subsidiary owned by Co-operative Group Limited. It was previous owned by

a set of members and was a mutual organization like a co-operative. It then, made use of
collective buying power of the large member group for negotiating deals with the concerned
suppliers (Nisaretail.com, 2019). The headquarters of the company is located in Scunthorpe
in North-Lincolnshire. Currently, Nisa Retail Limited supplies to over 4000 shops as well as
small supermarkets, comprising of CK Foodstores and Costcutter Symbol Group. The current
revenue generated by the company is £1.252 billion. The company ensures benefits to sole
retailers in drink and food markets in UK (United Kingdom). It ensures pringles, cakes, rice,
sauces, gems, bottled water, jellies, sports, liquors, gems, biscuits, cheeses, breakfast and
manly other food products. Initially known as Nisa- Today’s Holdings, alternated its name in
Octover 2012 as Nisa Retail Limited. The company had been incorporated in the year 1970.
The key founders and the owners of the company include Mr Dudley B Ramsden, and Mr
Peter Garvin. The current CEO of the company is Mr Ken Towle.
In order to Globalize itself as a brand Nisa Retail can make use of the digital platform to tap
on the International market (Hajduga, 2017). It can make use of the Hyper-location strategy
in order to understand the markets in those specific locations and create a strategy to sell the
food and grocery products, based on the availability of products in those regions. The new-
internet-led globalization strategy shall help to address the costs and the additional expenses
of building a traditional store and managing the stereotypical store/ shop-based operations.
The cross-border e-commerce approach thus shall help to realize the benefits of easy
globalization and internationalization of Nisa Retail. It shall help to understand how the
Internet-led globalization shall bring in new benefits to the company in terms of focusing a
more targeted market, hyper-locating strategies, personalizing with the use of social media
and eliminating un-necessary cost expenditures (Wilken, 2012).
Methodology
A Qualitative research methodology as a primary and an exploratory research is used in this
paper. The methodology is utilized to acquire knowledge on the elemental opinions,
motivations and reasons. It ensures insights into a specific issue or assists in developing ideas
for a significant level of quantitative research (Carrera-Fernández, Guàrdia-Olmos and Peró-
Cebollero, 2012). The research method has been chosen because the subject material can be
evaluated with a lot of detailing, the frameworks of research may be fluid and based on
available or incoming data. It is also because a Qualitative research can enable open ended

questions and shall ensure industry insights. Also, because a creative marketing is elemental
to a successful globalization of business, qualitative research can ensure it.
For secondary research analysis, insights has been gathered from several research scholars,
journals and authorized papers from reputed publication houses. Both the primary and the
secondary research data has been utilized for conducting this study.
A case study has been chosen here as the research technique. A case study refers to an
intensive as well as a detailed analysis which focuses on a particular organization or even a
particular event. Here the approach is also a study preferable to understand the real-life
phenomenon that is entirely specific to a case (Liu, 2016). It also entails context as it shall
ensure a clearer view on the relationship between the practice and theory in the processes of
study management. In our case study, the main object is Nisa Retail, which is a company
selling grocery products in United Kingdom. The organization has been selected because of
the strategy of globalization as well as expansion cross borders in Easter Europe. The fact
that the organization already has a website, shall represent as a major influence to cross the
borders and conduct business (Hajduga, 2017).
Data Collection refers to the process of collecting as well as measuring information on
variable interest variables. This shall be accomplished in a highly systematic fashion which
can allow answer stated research questions, testing hypothesis as well as evaluating
outcomes. A Qualitative research interview shall be used as it shall help to understand the
experiences of the participants in a better way. The interviewer may consider using in-depth
information pertaining to a particular topic. The nature of the interview should be
standardized as well as open-ended. This approach shall help in speedier interviews which
can be conveniently compared as well as analysed. Owing to the study’s purpose, the
interview-based data collection method has been divided into three kinds- semi-structured,
structured as well as unstructured. In this thesis, the approach more commonly used for data
collection purpose is a semi-structured interview, using the 3 interview guides.
Timeline
The timeline of the research activities can be provided as below:
Research topic Date Period of time
taken to complete
Planning and 15th April, 2019 5

designing the tool
of data collection
by using interview
approach
Taking into
consideration
implications and
ethical issues
20th April, 2019 10
Finding the results
and analysing the
results
1st June, 2019 10
Conducting a
discussion and
recommendations
20th June, 2019 15
Conclusion
The business proposal is aimed to create an understanding on the different ways by which a
Internet led globalization can help to invite business success for Nisa Retail. It shall include
an interview-based approach and participants from the organization and how they perceive
the new globalization strategy ca be advantageous for their business. The research shall help
to understand how Globalization can enhance the name of the brand, promote cross-border
marketing, create a personalization strategy through social media and enable easeful online
shopping experience from the comfort of one’s home.

References
Khandwalla, P. (2017). Globalization Tumult and Civilizational Greatness. Markets,
Globalization & Development Review, 2(3).
Shaw, N. and Sergueeva, K. (2019). The non-monetary benefits of mobile commerce:
Extending UTAUT2 with perceived value. International Journal of Information
Management, 45, pp.44-55.
Zatonatska, T. and Melnychuk, O. (2017). CROSS-BORDER COOPERATION OF CHINA
AND UKRAINE IN E-COMMERCE: THE STATUS AND DEVELOPMENT
PROSPECTS. SCIENTIFIC BULLETIN OF POLISSIA, 1(4(12), pp.79-85.
Wilken, R. (2012). Online Territories: Globalization, Mediated Practice and Social
Space. New Media & Society, 14(7), pp.1242-1244.
Carrera-Fernández, M., Guàrdia-Olmos, J. and Peró-Cebollero, M. (2012). Qualitative
methods of data analysis in psychology: an analysis of the literature. Qualitative Research,
14(1), pp.20-36.
Liu, L. (2016). Using Generic Inductive Approach in Qualitative Educational Research: A
Case Study Analysis. Journal of Education and Learning, 5(2), p.129.
Nisaretail.com. (2019). Nisa Retail. [online] Available at: https://nisaretail.com/ [Accessed 5
Apr. 2019].
Hajduga, P. (2017). CROSS-BORDER COOPERATION IN THE NEISSE-NISA- -NYSA
EUROREGION, AS AN EXAMPLE. BIBLIOTEKA REGIONALISTY, (17), pp.31-41.