Developing SME Brands in the International Market: A Case Study

This project examines the challenges and strategies for Small and Medium Enterprises (SMEs) to develop their brand in the international market. The research focuses on the surgical instrument manufacturing industry in Sialkot, Pakistan, with a specific emphasis on the UK market. The study includes an acknowledgment, abstract, and table of contents, followed by a comprehensive literature review covering theoretical frameworks, SME performance, expansion strategies, and the challenges faced. The research methodology outlines the approach, philosophy, design, data collection methods (including in-depth interviews), sampling, and analysis techniques. The findings are presented through thematic analysis, leading to conclusions and recommendations for SMEs aiming to expand internationally. The project highlights the importance of branding, market penetration, and overcoming obstacles such as funding, management issues, and competition. The research aims to provide valuable insights for SME owners, managers, and future scholars, contributing to the understanding of international market entry and brand development.

How can SMEs develop themselves as a brand
in the international market?
A Case Study of Surgical Industry in Sialkot
(Pakistan)

ACKNOWLEDGEMENT
For the accomplishment of the present dissertation, I would like to sincerely express sincere
gratitude to my mentor who has provided me sufficient knowledge and greater support. Further, I
would like to thank my friends, colleagues and family members who have guided me at every
stage while conducting dissertation. Through their support, I was able to complete my thesis with
effectiveness and in an accurate manner. Lastly, in the series, I would also like to state special
thanks to my team members who have provided me with assistance in collecting data and in
analysing it further.

ABSTRACT
This research is about the global challenges that are faced by the small and medium
business enterprise. At the international level, there are many issues faced by the SME to
establish their brand image, gather finance and target markets. However, these companies are
effectively helping in making the contribution to the country's economy and employment such as
contribution for society – employment, provision of services, cultural issues but when it comes to
the international market and establishing their brand image they lack in due to the unavailability
of the products and services. The study's main aim is “To analyse the ways in which SME's can
develop themselves as a brand in the international market- study on Surgical instrument
manufacturer in Sialkot (Pakistan) to UK". In the report different branding-aspects, models and
business strategies are explained which help the small companies to expand theirs at the global
level.
In the present study, different methodological techniques have been used which are
necessary to carry out this research are mentioned. In the current research, primary research
strategy, qualitative methods, inductive approach and in-depth interview are/were conducted on
analysing the issues being faced by the small and medium sized organisations . Major findings
were that it has been based on the interview, it has been examined that the company is planning
to open an outlet to provide other sales product to the customers. While analysing the data it has
been investigated that the vision of the establishment is to grow globally along with following
the corporate social responsibility. Another analysis shows that the authorities are more
interested in business value rather than in the development of brand which is impacting the
overall operations of branding. Moreover, it can be analysed from the interview that the
strategies that were adopted by the Surgical instrument manufacturer in Sialkot can make them
successful and assist them to establish better brand and market image at global level. The study
concludes with some recommendation that can assist the SME to develop at the international
level.

TABLE OF CONTENTS
Chapter 1- INTRODUCTION ........................................................................................................1
1.1 Background...........................................................................................................................1
1.2 Rationale of the study............................................................................................................2
1.3 Significance of the study.......................................................................................................3
1.4 Aims and Objectives.............................................................................................................3
Research questions......................................................................................................................4
1.5 Analysis and framework.......................................................................................................4
1.6 Structures of the Thesis.........................................................................................................6
CHAPTER 2- LITERATURE REVIEW.........................................................................................7
2.1 Introduction...........................................................................................................................7
2.2 Theoretical framework..........................................................................................................7
2.3 Performance of SME's in the international market...............................................................8
2.4 Developing strategies and standards for expansion and becoming the international brand.
...................................................................................................................................................11
2.5 Challenges faced by SME's in developing themselves as the brand in the international
market. ......................................................................................................................................12
2.6 Ways that could be used by SME's to develop themselves as a brand...............................14
2.7 Research Gap......................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................20
3.1 Introduction.........................................................................................................................20
3.2 Research Approach.............................................................................................................20
3.3 Research Philosophy...........................................................................................................22
3.4 Research Design..................................................................................................................24
3.5 Research type......................................................................................................................25
3.6 Data Collection Method......................................................................................................26
3.7 Sampling Method................................................................................................................27
3.8 Research Process.................................................................................................................29
3.9 Type of Data Analysis Plan.................................................................................................30
3.10 Reliability and Validity.....................................................................................................31
3.11 Ethical Consideration........................................................................................................32

3.12 Research Limitations.........................................................................................................34
CHAPTER 4 : DATA ANALYSIS AND FINDINGS..................................................................36
4.1 Introduction.........................................................................................................................36
4.2 Thematic analysis................................................................................................................36
CHAPTER 5 : CONCLUSION AND RECOMMENDATIONS..................................................56
5.1 Introduction.........................................................................................................................56
5.2 CONCLUSION...................................................................................................................56
5.3 Recommendations...............................................................................................................60
REFERENCES .............................................................................................................................76

Chapter 1- INTRODUCTION
1.1 Background
Globalization is procedure that entity and other firms develop global influence or when
they start operating on a worldwide level. It is offering the platform of growth to the existing
Small and medium enterprise (SME's) and doors of opportunities have been opened for them
such as innovation, technological advancement, profit and global image. They can promote
economic growth and development and maintain their financial stability in more effective and
better way. SME's doing business in any nation such as the Australia, Canada, Pakistan, UK, US,
Bangladesh, China has an option for achieving higher expansion in the world-trade and
contributing towards the development of the world economy. As per Laufs and Schwens, (2014),
they contribute through providing employment, revenue growth, innovation, and increases the
trading in the country. These enterprises have the potential to build themselves in a positive
manner for ensuring the expansion at global level on the non-discriminatory or uncategorised
basis (Ciravegna, et al., 2014). Cowling, Liu, and Zhang, (2015) stated that UK small business in
2003 numbered 23 million, provided half of private sector employment along with produces to
the half of the private sector.
Through SME's support, expansion and growth of the economy can be seen in the
countries and development of the nation can also be ensured. Globalization and modern
technologies have increased in past few years and it has given enhancement in international trade
and investment activities. SME's showing higher growth potential requires a market where they
can achieve higher growth and success (Laufs and Schwens, 2014). Currently, the presence of
SME's is limited in the international market and they are growing at ample amount.
It is critical that their growth should be enhanced and improved and so that they could be
made economically stronger. Their level of international investment also needs to be developed
and enhanced so that these SME's can maximize their cross-border activities. However,
expansion at the international level requires huge amount of investment, marketing strategies,
customers perspective, and effective promotional activities. It is imperative that innovative
approaches should be used by them for developing themselves as the brands in international
markets. Competition is increasing at a faster rate on the global platform and it makes it
challenging for the organizations to achieve the sustainable and competitive advantage in the
market. There are countless or enormous brands available at the international level. In order to be
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best and established brand they have to face various challenges. To achieve such position they
have, brand-management, brand-loyalty and brand-strategies that assist SME's to make better
approach and face those challenges. The present dissertation explores various tools and
techniques that could be used by SME's for developing themselves as a brand in the international
market. Various methods that could be used by small enterprises for increasing their global
presence in the market are identified in the present study.
SMEs make various contributions to the economy but when it comes to the international
market they are facing more consequences and problems. There are numerous challenges faced
by the entrepreneur while expanding their businesses. Some of the issues faced by SME are
funding, finance, poor management, and inadequate training (Bondinuba, 2012). Due to this,
there was the high result of the failure in SME business. The study investigates various aspects
which affect them at international level. Further, it details how they can become the branded
entity and what strategies and planning are required to raise the level in the market at any place.
The report is based on the particular company Surgical instrument manufacturer in Sialkot which
is developing strategies to expand its business in UK. Sialkot is the largest centre of surgical
instruments manufacture globally and contributes to business turnover of more than US$22M .
However, they require improvement in their working conditions, technology and sector structure
to expand at a global level and establish as better brand.
1.2 Rationale of the study
Globalization has ushered new opportunities for the small ventures and with this
challenge for them also have been increased. The major objective of the study is to explore the
ways that could be used by SME's for growing a brand in the international market. This study is
conducted for identifying the ways that could be used by SMEs for developing themselves as a
brand in the international market area. This will help them to increase their market value, profit
level and brand image in other countries and will act as international market penetration for
these companies. Further, it will increase the trade between the countries. Though, there are
opportunities to such companies in the international market however, sometimes they are
grabbed by the large enterprise as they have higher financial and market support. For illustration,
in order to brand Surgical instrument manufacturer in Pakistan requires financial support, ability
to face business challenge, market assessment, innovation tracking and industrial intelligence to
achieve global position. Besides this, as they have minimum employees so it is difficult to them
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to generate revenue and profit for business expansion. Along with this, challenges are faced by
small enterprises in developing themselves as a brand and through this they ensure long-term
economic growth in the market. They also face issues for strengthening their presence at the
international platform.
The emphasis on the different countries and enterprise performance in those areas are
reflected in the research. Moreover, factors, issues, and methods are used to evaluate the research
so that depth analysis of the research can be done. In many countries due to micro and macro
environmental factors companies are unable to expand and make their global position such as
communication level, brand message and consistency. It has been the main reason why many
SMEs are unable to make their brand internationally. Priority on the human capital,
environmental factors, and economic sustainability must be given by the SME so that they can
make successful changes in the brand level. Therefore, above factors must be considered and
focus should be there on how these companies can make an international global presence.
1.3 Significance of the study
Outcomes of the study will help for exploring various ways that could be used by
SME for developing themselves as a brand in the international market. Findings of the study can
be used by managers and owners of the SME's for developing themselves as a brand at
international market. Further, the outcomes and findings gained from the study will also help to
the future scholars for carrying out research on the similar topics. Gaps in the literature can be
filled in better and effective way. Ways which will be explored in the present research will help
the SME's to develop themselves. The ideas suggested in the study will also support in the future
studies which are related to this topic. It will focus on the economic issues, insights, and
awareness so that additional information can be provided in the research. Moreover, through the
research, the researcher wants to contribute to society by providing the value and ethics based
services. For the company, Surgical instrument manufacturer, there are various advantages that
can be seen. It can effectively communicate at greater level, brand message can be shown, they
can use the appropriate tone to make their brand image. Other than this, demographic,
purchasing ability, job outlook, governmental, economical-social stability, and economic growth
projections in the region can be achieved by the company. All these can be achieved using the
international marketing penetration strategies.
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1.4 Aims and Objectives
Aim:- To understand the ways in which Sialkot surgical instrument SME's can develop
themselves as a brand in the international market, specifically to the UK.
Objectives:-
 To understand how SME's are performing in the international market.
 To identify the challenges faced by SME's like Surgical instrument manufacturer in
developing themselves as the brand in the international market.
 To identify the ways that could be used by Sialkot surgical instrument developing
themselves as a brand.
Research questions
 How SME's performing n the international market?
 What are the challenges faced by Surgical instrument manufacturer in developing
themselves as a brand in the international market, particularly/ specificaly the UK?
 What are the techniques that could be used by SME's for developing themselves as a
brand?
 How does a brand changes the working of SMEs at international level?
1.5 Analysis and framework
In the current research study, the major aim of the scholar is to explore ways that could
be used by SME's for developing themselves as a brand in the international market. Information
for the present study will be collected from valid and reliable sources and it will help the
researcher for arriving at conclusion. Various steps which will be taken for completing the study
areas mentioned:
Design of research: Research design is the basic general plan which will be used in the research
to identify all the answer of the question asked above. There is two type of research design,
exploratory and conclusive research. The following research is exploratory in nature and
statistical design is considered to complete the research. Data needed is vague/unclear and
sources are ill-defined. Further, open-minded or rough data collection form has been taken in the
research. For this purpose, the relatively small sample is taken which is done to cover maximum
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topics. In-depth data collection methods are used in the more flexible way. The analysis is done
is non-quantitative and qualitative manner. It is more tentative then final.
Research approach: The research will be completed by making use of the inductive approach.
It will support for identifying the ways that could be used by SME's for developing themselves
as a brand in the international market. An inductive approach is a suitable approach which will
help for completing the entire study in an effective manner as it is based on the interview.
Research philosophy: It is the belief through which research data is collected, analysed and
used. In the present study, a combination of interpretivism and positivism philosophy will be
used for completing the entire project in an effective manner. Positivism is based on objective
viewpoint through which it can be described and observed. In this, it is considered that reality is
pure while the former one is based on subjective interpretation and intervention. It helps to fully
understand the reality.
Methods for collection of data: Primary and secondary data will be collected and used for
completing the research study. Primary data will be collected by organizing the In-depth
interview. Secondary data will be collected through books, journals, online articles, and
websites.
Sampling technique: In the current study probability and non-probability both the type of
sampling methods will be used. It will provide a suitable method for selecting the participants for
the research study.
Analysis of data: The study conducted with the aim to explore ways through which SME's can
develop themselves as a brand at the global platform. In this study use of qualitative analysis will
be taken for analysing the data that have been collected by the scholar.
The scope of the study: The scope of the study is limited to 2005-2017 in SME contribution at
the international level. As there is much research done on this topic so several areas which
promote the SME to become an international brand are mentioned. There were also some
assumptions made related to the SME performance at the global level. Further, their influence is
also mentioned in it. The research will help these companies to make the global presence and
expand their brand level to such height. Moreover, it will support the future development of new
policies and procedures that will help such companies to extend their profitability and
performance level.
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1.6 Structures of the Thesis
The following structure will be adopted to further access a structure study for easily attain its
under taken goals and objectives:
Chapter 1 Introduction: It is the initial part of the research in which research aims and
objectives are mentioned. Moreover, other information regarding research conducting, process,
tools and techniques used in the research are mentioned. It is the brief overview of the topic and
objectives which will be achieved in the research project.
Chapter 2 Literature review: The second section of the report which comprises of evaluation of
the objectives of the research. Here the topic is analyzed and reviewed on the researcher's
perspective and answers to the question are identified. For the current report, themes were
formed related to issues with SME's brands and international market.
Chapter 3 Research methodologies: Main area of the research where discussion related to tools
and techniques used are mentioned. For the current research project primary data, qualitative
method, inductive approach and an in-depth interview have been taken. Moreover, non-
probability sampling methods are used.
Chapter 4 Data analysis: In this section of the research project, data regarding the primary
source is analysed. In this details are gathered from the in-depth interviews.
Chapter 5 Conclusion and recommendations: The last section of the report where finding from
the in-depth interviews are mentioned. The outcomes from their perspective are written in the
report which highlights the issues faced by the SME in establishing their products as the brand at
International market. Further, the recommendation is provided which can help them to grow.
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CHAPTER 2- LITERATURE REVIEW
This chapter of the research reviews about the literature section based on the subject of
this topic. It outlines the introduction and evaluation of certain themes based on the project.
2.1 Introduction
In order to achieve national goals in the countries, it has been analysed that small and
medium-sized ventures should be promoted. They are responsible for the creation of competition
in the market along with providing various employment opportunities (Wynarczyk, Watson and
Keasey, 2016). Thus, automatically livelihood gets enhanced. That's why the government is also
supporting them in many countries by creating policies and programs which are intended to
develop SME in the international market. With the varied regions, the definition of the small and
medium-sized enterprise also varies. There are three factors that are taken into consideration
related to it: number of employees working in the organization, the investment that involves
capital and use of advanced technology and turnover that is income generated from business
operations (Cagno and Trianni, 2014). At present situation SME's are contributing factor in
bringing innovations in their related work. Business environment plays important role in
development of products and services. In the current research, ways to develop SME's as a brand
along with challenges faced by them will be covered. To identify and analyse this, various
theories and models will be utilized which would help in identification of ways for the
development of small and medium-sized enterprises as a brand in the international market. It
would assist the investigator to develop an understanding of the current topic.
2.2 Theoretical framework
2.2.1 International relation theories
Discipline and diversity are considered as an important aspect for the firm to expand at
the international level. Branding is the vital sources that defines the core values of the entity
which makes it main reason that branding is critical in international market penetration. Further,
they are main reason through which product can be made branded at international level. It helps
to widespread recognition and maintains the realistic tradition of the company in the other
countries. Moreover, it reduces the level of complexity which can affect the SME in expanding
and promoting their brand at the international level. Modification and changes made under this
theory support the company to evolve in the global market.
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