Retail Sector Entry Strategies in Emerging Markets: Research Proposal

This research proposal outlines a study on the strategies for entering emerging markets within the retail sector, using Marks and Spencer as a case study. The proposal aims to identify various entry strategies, determine their advantages and disadvantages, articulate the challenges faced by organizations in developing countries, and provide recommendations for successful business establishment. The research will employ a qualitative approach, utilizing inductive reasoning and a descriptive research design, with a sample size of 25 executive managers from Marks and Spencer. Data will be collected through primary and secondary sources, analyzed using qualitative techniques, and presented through graphs, tables, and charts. The study will also adhere to ethical considerations to ensure the reliability and validity of the research. The proposal includes a literature review, research methods, activities, and timescales to ensure a structured and comprehensive investigation into the topic.

Research Proposal Form
Student Name: ______________________ Student ID:
____________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: “To identify the different strategies associated with
entering into emerging markets in retail sector. A study on Marks and
Spencer.”
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question,
objective or hypothesis)
INTRODUCTION
Globalisation is about the interconnectivity of business and people across the world that
finally leads to world-wide integration of economic, political and cultural. It is the cognition to
communicate as well as to move easily with others all over the world in order to open the business
in global market (Marquis and Raynard, 2015). Globalisation has leads to open the boarders to trade.
There are different entering strategies which are employed by businesses to enter in the global
market like Direct Exporting, licensing, Franchising, Partnering, Joint ventures, merger and
acquisition and many others. All the entering modes have their own advantages and disadvantages
which organisations have to evaluate before selecting the strategies.
Thus, in this present report, researcher will use various techniques and
methods in order to study the different strategies associated with entering into
emerging market in retail sector. In addition to this, scholar will also provide
recommendations and justification for suitable entry mode to Marks and
Spencer and other organisations in retail sector. Marks and Spencer is one
popular British multinational retailers in United Kingdom
Research objectives (e.g what is the question you want to answer?
What do you want to learn how to do? What do you want to find out?):
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.
Research Question:
1. What are the entering strategies available for Marks and Spencer to enter into emerging
market?
2. What are the advantages of different strategies to enter in the emerging market used by
Marks and Spencer?
3. What are the challenges faced by organisation to enter in developing countries?
4. What are the recommendations for effective implementing of entry
strategies for successful establishment of business?
Section Two: Reasons for choosing this research project
The reason behind choosing the different strategies associated
with entering into emerging markets in retail sector as a topic of study is that
many organisations in retail sector s are now using different entering modes to
expand the business in global market because retail firms are facing the
period of saturation (Arslan, Tarba and Larimo, 2015). So, this research paper will
provide a suitable method with clear justification that retail organisations can
choose to expand the business in global business so that they can overcome
the impact of saturation phase.
Reasons for choosing the project (e.g links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to
improve, why the topic is important):

Section Three: Literature sources searched
Use of key literature sources to support your research question,
objective or hypothesis:
According to Xie and Li, (2017) Globalisation is about the interconnectivity of business and people
across the world that eventually leads to global cultural, political and economic integration. It is the
ability to communicate and move easily with others all over the world in order to conduct the
business in global market. Kotabe and Kothari, (2016) said that, there are various entering strategies
such as Direct Exporting, licensing, Franchising, Partnering, Joint ventures, merger and acquisition
and many others. The selling of goods and services directly into the market is known as direct
exporting. This is one of the easy and most simple to enter in the emerging market. Licensing is also
an effective entering strategies as it is systematic arrangement where organisation transfer the rights
to the use of goods and services to another organisation.
As per the Gallagher, (2015) When organisation look for rapid expansion of
market, Franchising is one the best way for retail sector to enter in the
emerging market, for example, clothing and food outlets. De Villa, Rajwani and
Lawton, (2015) articulates that, there are various advantages for these strategies
like direct exporting is when organisation is doing first transaction in global
market whereas Franchising mode is suitable when company is deciding to
enter in global market with large market share. Kotabe and Kothari, (2016) said
that, there are many challenges which organisation faced operating in global
market like foreign culture, huge amount of infrastructure, dynamic
organisation cultural, fluctuation in foreign currency and many others. On the
other hand, franchising is one of the best and most suitable entry mode as they
can open outlets of clothing in global market.
Section Four: Activities and timescales
How long this
will take:

Milestone one: Data Collection
Target date (set by tutor): ____________________
Milestone two: Research Methodology
Target date (set by tutor): ______________________
Gantt Chart
Section Five: Research approach and methodologies
Activities to be carried out during the research project (e.g research,
development and analysis of ideas, writing, data collection, numerical
analysis, tutor meetings, production of final outcome, evaluation,
writing the report):
Research Methods
Qualitative and Quantitative are two methods on which research is based on. Qualitative
research is a type of technique which is concerned with understanding human behaviour from the
perspective of information as data is collected through the observation, survey or interview.
Whereas, Quantitative research is based on the numeric figure or statical data as well as data is
gathered through measuring things (Kumar, 2019). Research in this present research is going to
apply qualitative research. Thus, with the application of qualitative technique, scholar will
successfully identify the different strategies employed by Marks and Spencer to enter emerging
markets.
Research Approach
After selection of research methods or techniques, now it comes to selecting the research
approaches. Inductive and Deductive are two techniques of research approach. Technique which
concerned with developing a hypothesis based on existing theory is called as deductive approach.
Whereas, the techniques aimed at testing the theory is called as inductive approach. Researcher in
this present research is going to apply inductive approach as it is mainly associated with the
investigation based on qualitative research (Ørngreen and Levinsen, 2017). Thus, with the
application of inductive research approach, scholar will successfully identify the different strategies
employed by Marks and Spencer to enter emerging markets.
Research Design
Descriptive and Experimental are two types of research designs mainly used in the research
study. The techniques which is used to describe characteristics of population being studied by
research is known as descriptive research design. Whereas, the technique used to test the variables in
the research is known as experimental research design. Researcher in thus present research is going

to apply descriptive research design because it is best and suitable when the investigation is based
on qualitative research. Thus, with the application of descriptive research design, scholar will
successfully identify the different strategies employed by Marks and Spencer to enter emerging
markets (van Hees and et. al., 2016).
Sampling
Researcher in this present research is selecting the sample size 25 Executive managers of
Marks and Spencer. Probabilistic and Non-Probabilistic sampling are two techniques which is used
in the research. Sampling is the small part of the population.
Data Collection
The most important part of research is data collection. It is the process for which is used to
collect the data from sources. Primary and Secondary are two fundamental techniques which is used
to collect the data (Long, 2016). The data collected from survey, questionnaire, interviews is called
as primary data, Whereas, data gathered through books, journals, articles are example of secondary
data. Researcher in this preset research, used both primary and secondary data to collect the data.
Data Analysis
Quantitative and Qualitative are two techniques which is used to analysis the data. The data
which is collected through statical tools like SPSS and excel sheet is called as Quantitative
techniques (Miah and Genemo, 2016). Whereas, data analysis through thematic analysis is called as
qualitative analysis. Researcher will present the data through graph, tables and charts.
Ethical Consideration
The norms and standards are called as ethics which is very important for
research to follow in order to maintain the reliability or validity of the
research. Researcher in this present research will follow all the norms and
standard specified to conduct the research activity.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date

REFERENCES
Marquis, C. and Raynard, M., 2015. Institutional strategies in emerging markets. The Academy of
Management Annals, 9(1), pp.291-335.
Arslan, A., Tarba, S.Y. and Larimo, J., 2015. FDI entry strategies and the impacts of economic
freedom distance: Evidence from Nordic FDIs in transitional periphery of CIS and
SEE. International Business Review, 24(6), pp.997-1008.
Xie, Z. and Li, J., 2017. Selective imitation of compatriot firms: Entry mode decisions of emerging
market multinationals in cross-border acquisitions. Asia Pacific Journal of
Management, 34(1), pp.47-68.
Kotabe, M. and Kothari, T., 2016. Emerging market multinational companies’ evolutionary paths to
building a competitive advantage from emerging markets to developed countries. Journal of
World Business, 51(5), pp.729-743.
Gallagher, K.P., 2015. Ruling capital: Emerging markets and the reregulation of cross-border
finance. Cornell University Press.
De Villa, M.A., Rajwani, T. and Lawton, T., 2015. Market entry modes in a multipolar world:
Untangling the moderating effect of the political environment. International Business
Review, 24(3), pp.419-429.
Kotabe, M. and Kothari, T., 2016. Emerging market multinational companies’ evolutionary paths to
building a competitive advantage from emerging markets to developed countries. Journal of
World Business, 51(5), pp.729-743.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Murshed, F. and Zhang, Y., 2016. Thinking orientation and preference for research methodology.
Journal of Consumer Marketing. 33(6). pp.437-446.
Ørngreen, R. and Levinsen, K., 2017. Workshops as a Research Methodology. Electronic Journal of
E-learning. 15(1). pp.70-81.
van Hees, V.T. and et. al., 2016. Challenges and opportunities for harmonizing research
methodology: raw accelerometry. Methods of information in medicine. 55(06). pp.525-532.
Long, Q., 2016. A novel research methodology for supply network collaboration management.
Information Sciences. 331. pp.67-85.
Miah, S.J. and Genemo, H., 2016. A Design Science Research Methodology for Expert Systems
Development. Australasian Journal of Information Systems. 20.
Task
Mode Task Name Duration Start Finish Predecessors
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Research proposal 2 days Fri 15-02-19 Mon 18-02-
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Aims and objectives 4 days Tue 19-02-19 Fri 22-02-19 1
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Literature review 5 days Mon 25-02-
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Research methodologies 7 days Mon 25-02-
19 Tue 05-03-19 2
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Data collection 8 days Wed 06-03-19 Fri 15-03-19 3,4
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Data analysis 4 days Mon 18-03-
19 Thu 21-03-19 5
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Data interpretation 5 days Fri 22-03-19 Thu 28-03-19 6
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Finding and conclusion 2 days Fri 22-03-19 Mon 25-03-
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Recommendations 1 day Fri 29-03-19 Fri 29-03-19 7,8
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Execute the plan 1 day Mon 01-04-
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Mon 01-04-
19 9
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Submission 1 day Tue 02-04-19 Tue 02-04-19 10

Research Ethics approval form
All students conducting research activity that involves human participants or
the use of data collected form human participants are required to gain ethical
approval before commencing their research. Please answer all relevant
questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title:
“To determine the impact of globalization in driving the business towards
success. A study on Cadbury.”
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?

Who are the participants? Tick all that apply:
Adults
How will participants be recruited (identified an approached)?
Simple Random Sampling
Describe the processes you will use to inform participants about what you are
doing:
Ethical form would be sent for informing and conducting face to face meeting
with them.
How will you obtain consent from participants? Will this be written? How will it
be made clear to participants that they may withdraw consent to participate at
any time?
Written with help of Google doc forms
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
Yes
If no please explain why below and ensure that you cover any ethical issues
arising from this
Studies involving observation: Confirm whether participants will be asked for
their informed consent to be observed.
Yes
Will you debrief participants at the end of their participation (i.e give them a
brief explanation of the study)?
Yes
Will participants be given information about the findings of your study?(This
could be a brief summary of your findings in general)

Yes
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with
the Data Protection Act (1998)
Yes
Who will have access to the data and personal information?
Researcher and top management
During the research:
No
Where will the data be stored?
USB and Laptop
Will mobile devices such as USB storage and laptops be used
Yes
If Yes, please provide further details:
After the research:
Where will the data be stored?
USB
How long will the data and records be kept for and in what format?
2 years
Will data be kept for use by other researchers?
No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may
arise because of your research. Please consider/address all issues that may
apply. Ethical concerns may include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.