Plafar's UK Market Entry: Extensive Market Research Case Study

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Significance of extensive market
research – case study of Plafar in UK
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Table of Contents
1. A brief explanation of your planned research topic and justify selection...................................3
2. An aim and objectives of your proposed research.......................................................................3
Aim..............................................................................................................................................3
Research Objectives.....................................................................................................................3
3. A brief symposium of the limitations and scope of your proposed research...............................4
4. Resources and cost considerations relating to your proposed research.......................................4
5. A project plan, Gantt chart or work breakdown structure to devise the milestone for the
research............................................................................................................................................6
Gantt chart...................................................................................................................................6
WBS.............................................................................................................................................6
6. A risk register, including the size of each risk, planned mitigation measures and residual risk. 8
Part 2................................................................................................................................................9
Chapter 1: Introduction....................................................................................................................9
Chapter 2: Literature review..........................................................................................................11
Chapter 3: Methodology................................................................................................................14
Chapter 4: Results..........................................................................................................................18
Chapter 5: Conclusions..................................................................................................................26
Chapter 6: Reflection.....................................................................................................................29
Reference list.................................................................................................................................31
Appendices....................................................................................................................................34
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1. A brief explanation of your planned research topic and justify selection
Globalisation has changed the business scenario leading the businesses to take place throughout
the globe (Potrafke, 2015). Globalisation has brought into existence a number of drivers that has
helped the organisations to innovate their processes, expand their business and gain competitive
edge in the market by meeting the consumer demand. International expansions done to meet the
features of the globalisation has also led to economic as well as financial shift transiting the
developing economies to emerging economies (Xu and Hitt, 2018). In addition to this, the advent
of globalisation has also increased the migration of employees enabling the companies to get
access to competent staff. In addition to this, the rising competition in the existing market also
has increased the demand for emergence of global brands.
PLAFAR is a chain of stores dealing with a number of natural goods. The company has been
upgrading its location to the commercial sites to enhance its sale. Now, considering the benefits
of the globalisation, PLAFAR has intended to enter into the international market mutually but in
order to reciprocate on that the organisation has to deliver on the extensive understanding of the
market conditions that is prevalent in the UK market faction. The reason behind choosing this
topic is to analyse the impact of the beneficiaries of extensive market research on the operation’s
sustainability and understand the associated benefits as well as risks of entering into an
international market (Killing, 2017).
2. An aim and objectives of your proposed research
Aim
The aim of the research is devised to conduct an extensive market research of Plafar in terms of
penetrating the UK demography.
Research Objectives
Objectives:
 To evaluate the market for the expansion of PLAFAR’s operation in UK demography
 To assess the drivers of globalisation leading to the success penetration of PLAFAR in
UK market
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 To analyse the challenges that are associated with the successful market research and
penetration of PLAFAR in UK.
 To recognize the ways to mitigate the challenges that are associated with the market
research and penetration strategy
3. A brief symposium of the limitations and scope of your proposed research
The research scope provides us with the facets that the research is going to encompass in order to
attain the particular objectives. The research scope is devised of the included and excluded
scope.
The included scope reflects on the prospects that are associated with the findings of the research.
In the particular research, the included scope will incur on the profitable outcomes that are
associated for the purpose of PLAFAR when it comes to the reflection on successful market
penetration in UK through drivers of globalisation. It will also deliver on assessing the
Importance of the business strategy, in terms of conducting thorough market research to come
good on the market penetration. The research scope will also highlight on the benefits that are
associated with successful outcomes of PLAFAR in context to the appropriate induction of the
market research and penetration. The scopes will overview the challenges that are associated
with the prospects of entering the UK market info graphic. The scope is going to delve into the
provision of recommendation that will overcome the barriers that are associated with penetration
strategy.
The excluded scope will infer on the absence of substantial evaluation of the factors that are
driving the facilitative conductance of the market research and penetration as a business strategy.
The research would not be observant to the implementation of the interview. The research would
also be undertaken limited time constraints. Both of these factors would act limitations of the
research.
4. Resources and cost considerations relating to your proposed research
The resources that will be used for the project will include the implementation of the data storage
units, laptops and internet connection. The use of the online software will be used to create the
questionnaire.
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Project Undertakings Timescale Expenditure Overall financial
contribution
Conducting extensive
research on the aspects of
developing an appropriate
research theme
2 days £50 £100
Developing the research
objectives through the
incursive assessment of the
research theme.
1 day £10 £10
Instantiate on the collection
of the appropriate online
articles to build on literature
review
2 days £25 £50
Create the databases that are
required for the storage of
the respondents credentials
taking part in the surveys
4 days £ 30 £120
Conducting the survey 1 day £10 £10
Development of the
statistical tools that are
implemented to facilitate the
data analysis
3 days £25 £75
Development of the reported
documents in order to
present the analysis to the
concerned panel
5 days £10 £50
Total cost £415
Table 1: Resource and Cost considerations
(Source: Created By Learner)
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5. A project plan, Gantt chart or work breakdown structure to devise the milestone for the
research
Gantt chart
Activities/ Timeline Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19
Development of research
theme
Developing questionnaire
Conducting data analysis
Discussing about the results
Drawing up conclusions
Submission
Figure 1: Timescale
(Source: Created By Learner)
WBS
Table 2: WBS
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WBSSubmission

(Source: Created By Learner)
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6. A risk register, including the size of each risk, planned mitigation measures and residual
risk.
Risk management log -
Risks Extent of Impact Mitigation approaches
Ineffective resource allocation High A monetary fund will be
assigned as an alternative
means of funding the project
Improper communication High The use of the online survey
might serves as a
replacement
Insufficient time High Proper planning
Irrelevant literature of review Medium Thorough research
Improper data analysis High Increasing the efficiencies
with MS excel
Table 3: Risk Management Log
(Source: Created By Learner)
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Part 2
Chapter 1: Introduction
Globalisation is a technique through which business ventures can interact to one another so that
business activities can be fathomed. In addition to that, management of business organisations
expand to international market so that they can target new customers. On the other hand,
employees of organisations face challenges after business expansion because they are forced to
work at low wages. Additionally, employees fall short to preserve balance in personal and
professional life due to work pressure. At the time of expanding business activities management
of organisations need to analyse the taste and preference of customers so that they can produce
goods and services as performing their preference. Plafar is a business firm that produces organic
products. The main objective of the business firm is to enlarge its activities in the market of UK.
Before expanding the business activities, management of concerned organisation need to analyse
the market scenario so that they can earn long-term profit.
The concerned topic has been chosen because impact of beneficiaries need to be analysed before
market expansion. Through this study, advantages and challenges of business expansion have
been noted
Problem Statement of the study
Plafar is considered as a retail venture, which deals with organic materials so that sustainability
of environment can be boosted. Presently, management of ventures have a tendency to use
modern technology so that they can produce bulk products in the market. However, it has been
pointed that employees of concerned organisation face issues while using automated production
equipment due to lack of training. Moreover, technical infrastructure of the venture is weak
therefore; automated machines fail to function efficiently. Further, employees of the organisation
fail to preserve equilibrium between personal and professional life due work load. The
management of the venture has decided to inflate business activities in market place of UK
because in the present market demand for organic product has been reduced. Thus, profit margin
of the organisation has also witnessed a downfall. The management has failed to provide
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appraisals to employees. Hence, their motivation level has been affected. The present study will
throw light on the importance of extensive market research.
This study is important because it will help management of ventures to expand their business in
international market in order to fathom competitive advantage.
The aim
The aim of the study is to analyse the importance of extensive market research conducted by
management of Plafar so that they can penetrate in UK market.
Objectives of the study
The objectives of the study have been discussed below:
● To evaluate the market scenario of UK
● To access the factors of globalisation that will assist the management of Plafar in
expanding activities related to business in the UK
● To analyse the challenges that can be faced by management while conducting market
research
● To recommend strategies that can help to mitigate the challenges related to market
research
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Chapter 2: Literature review
As per the literary underpinnings of Blondet et al. (2015), literature review is also known as
narrative review because it contains past work of scholars in order to critically analyse the
present study. In addition to that, literature review is based on secondary sources so that
individuals cannot manipulate data. There are two types of literature review such as systematic
review and Meta analysis. In this study, systematic literature review has been conducted because
it is based on research aim and objectives. However, meta-analysis review has not been indulged
because it is based on statistical data. In the concerned selection, present market trend of UK will
be surfaced along with advantages and challenges of market research. At the end of the study,
mitigation strategies of market analysis will be projected.
Present trend of UK market
As per the report presented by Forbes, in UK people refer to use organic products in order to
maintain health. Thus, it can be stated that if management of the organisation expands their
business in the UK they can earn a high rate of profit. The report has further mentioned that in
UK food sector has earned 45 million pound in a week (forbes.com, 2019). As per the report
presented by Organic market, 2019, in UK people prefer go to products because of health and
environment condition. For instance, organic manufacturers are producing free-range chickens
and eggs so that health condition of individuals can be improved. However, presently
manufacturers are more involved in activities like chick culling for producing organic chickens
and eggs. Thus, the rate of environmental sustainability can witness a downfall (forbes.com,
2019). The soil association has mentioned that in the UK 70% of organic food has been produced
in the market of UK. Thus, it is evident that demand for organic food is high among the
customers of UK (forbes.com, 2019). As per the literary underpinnings of Rana and Paul (2017),
since late twentieth century demand of organic product is increasing because of customers’
preference level. Farmers also prefer to use intensive food production techniques in order to
boost production rate. Thus, it is evident that the concept of environmental sustainability has
aroused among people living in various strata of the society. However Gunawardena and
Fernando (2013), has stated that extensive use of chemicals may affect productivity of land and
quality of organic food products. Thus, it is evident that organic products have its own
advantages and disadvantages.
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Factors of globalisation
The factors of globalisation have been discussed below:
Scale of economy
As per the comments of Ng, S.T.T et al. (2017), business firms have a tendency to expand their
business activities in international markets in order to expand their customer base. Additionally,
yearly income of organisations also is boosted if they can fulfil taste and preference of new
customers’ base. However Blondet et al. (2015) has mentioned that management of organisations
fail to produce products as per preference of customers because their taste keeps changing. As
suggested by Wildenand Gudergan (2015) management needs to conduct market analysis before
producing new products and services so that its competitive position can be fathomed.
Technological change
Rapid and sustained technology helps organisations to produce bulk products in order to meet the
demands of customers. Presently in UK, organisations prefer to produce organic products so that
environmental sustainability can be fathomed. As argued by Wilden and Gudergan (2015)
technological advancement can also create digital divide among employees because their
capacity of using technology is not equal.
Challenges of market research
The challenges that can be faced by individuals due to market research have been discussed
below:
Tracing the demand of the customers
The employees of organisations face issues while analysing preference of customers because it
keeps on changing. Therefore, it is suggested that management of business firms need to conduct
market analysis so that they can predict market options.
Technical glitches
The market analysis could not be conducted effectively due to technological glitches. For
instance, some of the organisations consist of weak infrastructure thus; they cannot trace
preference of buyers minutely. At times employees of organisations fail to use technology
smoothly due to technical glitch.
Theory related to globalisation
Theory of modernisation
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