Research Proposal: Business Strategies for Emerging Markets

This research proposal explores strategies for businesses entering emerging markets, focusing on Nestle as a case study. The study aims to identify effective strategies for successful market entry, examining the benefits of globalization, challenges faced, and recommending optimal approaches. The rationale highlights the importance of selecting the right strategies for new markets, the researcher's experience, and the relevance to international marketing. Literature sources, including Hofer and Baba (2018), Lindsay et al. (2017), Sullivan et al. (2019), and Ayden et al. (2018), are used to support the research question. The research will employ an inductive approach with thematic analysis using primary data from questionnaires and random sampling. The proposal outlines activities, milestones, and a Gantt chart for the research process. This document is contributed by a student on Desklib, a platform for AI-based study tools.

Research Proposal Form
Student Name: ______________________ Student ID:
____________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One
Title
“Strategies that can be employed by businesses for successfully entering into emerging markets”
Objectives
Aim
“To identify strategies that can be employed by businesses for successfully entering into emerging
market: A study on Nestle”
Objective
 To explain benefit of globalization for businesses
 To investigate issues that company faces while planning or entering in the new emerging market
 To recommend best strategy that can help Nestle in successfully entering into emerging
Section Two:
Rationale
The reason of working on such subject is that there are many companies which plan for entering in the
completely new market hence it is essential for them to take support of right strategy that can help them
to get success there hence scholar has selected this topic. Another reason of selecting this topic for
investigation is that scholar has knowledge about globalisation and has past experience of working in
multinational companies hence this is an interesting area of research that is why researcher has selected
this topic for investigation. This is interesting tome because I have studies international marketing hence
it is related to my field. Furthermore, this topic is very interesting for the companies those work in this
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industry because they want to go into new market. It would also give benefit to scholars hence it is
chosen for this investigation. The international expansion of the business are turning out to be the
interesting topic day by day. So choose this topic to analysis the level of gap the is revealing between
various author and the current market demand for the expamsion of business.
Section Three
Use of key literature sources to support your research question, objective or hypothesis:
As per the view of Hofer and Baba, (2018) franchising is the strategy in which companies give
franchise to any local firm which has capability to run operations in that country. Companies which
implements repeatable business models uses this tactic. On the other hand the entering the way into the
global market there is the requirement of the legal engagement between companies that will come along
with the legal formalities. The author also added that there is the need for the proper authentication
regarding the sell and purchase of the product within the organisation. Lindsay, rod and ashill, (2017)
.licensing is the tactic that is used by most of multinational companies, firms take licence for entering
into new market. The licensing of arrangement can be termed as the quick results for taking the interest
in global market which allows the company to end the trade barriers. It is only beneficial if firms
purchase it licenses for large market. On the other hand the author contradict that there is need for lot of
determination to have the courage to find out the right licence. In addition to that there is the
identification of potential risk from upside done for patent licensing which may include re loss of control
over the particular inventions. Sullivan, El Asmar and Sullivan, (2019) stated that franchise is the great
technique that helps the firm in gaining success. As companies need not search more about Newmarket
because the firm to which franchise is given has good knowledge of local market. According to Ayden,
Demirbag and Tatoglu, (2018) joint venture is beneficial technique as it increases profit by reducing cost
of operation. It has flexible nature hence enterprise can gain success in the market. The author also stead
there by pooling the money and the personnel , there in increase level of enhancement for the chances of
the technological advancement which will help in reduction of exploration and production cost . This
will eventually help in having the increase in the profit margins. The joint ventures have the ideas which
are internationally common enterer the expansionism for subsensible business. As per the view of the
various author it has been identified there is level of confusion in the opinion of the different author in
having the enter into the international market by using the different level of strategy. So there the report
will help in analysing and understanding the level of gaps between different views of authors.
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Section Four:
Activities
Selection of topic
Objective framing
Conducting review of literatures
Collection of data
Data is being analysed
Framing conclusion with recommendation
Final submission
time
Week 7
Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Gantt Chart
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Research approach for this study will be inductive, as scholar will only use theories rather
than involving any calculation. This would be more effective in order to reach to end result. In
addition, individual will apply thematic analyse technique to evaluate data and reach to outcome.
Data collection will be done by using primary sources that is questionnaire. In addition, random
sampling will be used to minimise problems like biasness.
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REFERENCES
Ayden, Y., Demirbag, M. and Tatoglu, E., 2018. Market Entry Strategies of Turkish MNEs.
In Turkish Multinationals (pp. 127-168). Palgrave Macmillan, Cham.
Hofer, K. M. and Baba, A., 2018. Market Entry Strategies, Innovation and Performance of SMEs
in the Service Sector. In Key Success Factors of SME Internationalisation: A Cross-
Country Perspective (pp. 155-171). Emerald Publishing Limited.
Lindsay, V., Rod, M. and Ashill, N., 2017. Institutional and resource configurations associated
with different SME foreign market entry modes. Industrial Marketing Management. 66.
pp.130-144.
Sullivan, J. J., El Asmar, M. and Sullivan, K. T., 2019. Consensus-Building Workshops to
Uncover New Market Entry Decision Factors for the Sheet Metal Engineering and
Construction Industry. Journal of Management in Engineering. 35(2). pp.04019001.
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