A Study of Starbucks' Market Entry Strategies in Emerging Markets

This research proposal investigates the strategies employed by Starbucks to enter emerging markets. The study aims to understand the significance of various market entry strategies, with a particular focus on franchising, and market development strategies, including the Ansoff model. It also examines the risks associated with entering emerging markets, such as international company structure, foreign laws, and communication difficulties. The research will employ a deductive approach and the interpretivism philosophy, using both primary data collection through questionnaires and secondary data from books, articles, and journals. The proposal outlines the research objectives, methodology, activities, and timescales required to complete the project, including a Gantt chart for project management. The research will analyze the relationship between different market strategies and Starbucks' business success.

Research Proposal
form

Research Proposal Form
Student Name: ______________________ Student ID: ____________
Centre Name: _____________________
Tutor: ________________ Date: ___________________
Unit: ____________________
Proposed Title: “A study of the significance of different strategies employed by businesses
to enter into emerging Market: A Case study on STARBUCKS”.
______________________________________________

Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or
hypothesis)
“A study of the significance of different strategies employed by businesses to enter into
emerging Market: A Case study on STARBUCKS”.
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?):
Research questions:
 What are the concept and significance of market entry strategies employed by Starbucks
to enter into emerging market?
 What are the importance of market development strategies for company to enter into
emerging market?
 What are the different risks for Starbucks while they enter into emerging market? What are the relationship between different market strategies and business success of
Starbucks.
Research objectives:
 To explore about the concept and significance of market entry strategies employed by
Starbucks to enter into emerging market.
 To examine the importance of market development strategies for company to enter into
emerging market.
 To analysis the different risks for Starbucks while they enter into emerging market.
 To accelerate the relationship between different market strategies and business success
of Starbucks.
Section Two: Reasons for choosing this research project
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):
The main reason behind selecting this topic is to identify the significance of different entry
strategies for Starbucks to enter into emerging market. It is a multinational Coffee company
across the world. Therefore both organisation as well as topic is more large that will support a

learner to improve their knowledge in specific field of research. Thus, with the assist of this,
learner or investigator can easily enhance their research skills including data collection,
tabulation and evaluation. This topic will also help them to raise their data interpretation skill,
literature review skill as well as also create transferable skills in systematic manner.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
Literature review refer as an essential process used by researcher to collect in-depth and
accurate information from formerly researched data through different number of sources
including survey, scholarly article, publication research and many other useful articles relevant
to particular area of study. In this part of research, all objectives and questions are address in
more appropriate manner:
Concept and significance of market entry strategies employed by Starbucks to enter into
emerging market.
There are different number of entry modes or strategies for an organisation to use it and
enter into emerging market. Some important and useful strategies for Starbucks such as
Exporting, joint venture, outsourcing, franchising etc. All theses strategies has some advantages
like less costly, optimum use of resources, reduce cost, less risky and many other. Therefore all
strategies are useful and valuable but Starbucks only employed Franchising entry mode. As
compare to other strategies, franchising is beneficial because it is less risky, highly motivate
workers etc.
(https://bbamantra.com/modes-of-entry-in-foreign-market/)
(https://www.marketingteacher.com/modes-of-entry/)
Importance of market development strategies for company to enter into emerging market.
According to the Annmarie Hanlon, (2018), Ansoff model is consider as an essential and
useful market development strategy for Starbucks to enter into emerging market. This model has
four elements such as market penetration, product development, market development and
diversification. All these are essential and significant for an organisation to enter into emerging
market and gain better outcomes within predetermined time duration. With the help of market
development strategy company can easily find out new ways to maximise customer loyalty and

grow client lifetime values.
(https://www.smartinsights.com/marketing-planning/create-a-marketing-plan/ansoff-model/)
Different risks for Starbucks while they enter into emerging market.
According to the Katie Reynolds, 2017, there are different number of risks for Starbucks
while they enter their business functions or operations in emerging market. Some major risks or
difficulties are international company structure, foreign laws and regulations, international
accounting, cost calculation and global pricing strategy, universal payment methods,
communication difficulties, political risks etc. All these are major issues that highly impact on
functions and operations of company.
(https://www.hult.edu/blog/international-business-challenges/)
Relationship between different market strategies and business success of Starbucks.
According to the Priyanks Anand, (2014), Foreign market entry strategies are essential for
success of an organisation. Franchising, joint venture, licensing etc. are consider as a best
market entry modes which will help an organisation to successfully develop their business
operations and functions.
(http://priyankablogthoughts.com/important-foreign-market-entry-strategies/)
Section Four: Activities and timescales
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):
In order to complete research different number of activities are require by the
researcher which are determine as under:
 Introduction
 Creation of aim and objectives with questions
 Literature review
 Research methodology
 Data Collection
 Data analysis
How long this
will take:
Current
research will
take around 15
weeks months
for completing
all the activities
effectively.

 Conclusion and recommendation
 Submission of project
Therefore, above mention all activities are important and essential for
researcher to complete research in well-planed and timely.
Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Gantt Chart
Gantt chart is a useful bar chart for planing and scheduling research project. It is also known as
horizontal chart that help a researcher to assess how long a project should take. Thus, it is
important tool for investigator to explore starting and finish data of project.

Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why? What
your areas of research will cover:
Research onion: It is best framework of research which is used by investigator in explaining the
research methodology for the study. In this framework different layers are included which will
help a researcher to explore important methods for collecting data related to the topic. This
model includes research philosophy, research choice, time horizon, research approach, research
strategy, techniques and procedures and research instruments, research ethics, data sources,
research limitation, research sampling, research reliability and validity, and research budget. All
these are essential layers but in which some valuable methods and approaches are explain as
under:
Research approach: Deductive and inductive are consider two valuable research approach
followed by investigator to gather accurate data related to the topic. According to research,

inductive approach will be used by researcher which will assist in accumulating primary data or
information about the field of study. On the other side, deductive approach is not appropriate for
this project because it give information in the form of figures, facts or numbers.
Research philosophy: Interpretivisim and positivism are consider two useful philosophies
of research followed by researcher to drive valid conclusion for research. According to the
research topic, interpretivisim philosophy will be applied by investigator because it help them
achieve better results within predetermined time duration.
Data sources: Primary and secondary are consider two important data sources for research
used by researcher to collect appropriate information related to the topic. Under primary
research, questionnaire will be followed by investigator because it will assist in accumulating
proper information related to the topic. On the other side, in case of secondary source, books,
articles, journals and many other publication researcher are used to gather in-depth information
relevant to the topic.
Research Sampling: Probability and non-probability are consider two essential methods of
sampling used by researcher to select sample size from out of population. Non-probability
sampling method used in this research project because it not require maximum time, cost and
resources of company as compare to probability sampling.
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

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:
“A study of the significance of different strategies employed by businesses to enter into emerging
Market: A Case study on STARBUCKS”.
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?
Yes,
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Participants will be selected with the help interview or questionnaire.
Describe the processes you will use to inform participants about what you are doing:
Using email, researcher or investigator will inform all participants.
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?
By following certain sources including text messaging, emails etc., participants or recruiters for
research will get the consent that will be in written form. With the aid of email researcher or
organisation can make it clear to answering that they will be capable to withdraw from consent at
any time.
Studies involving questionnaires: will participants be given the option of omitting questions that do not
wish to answer?
Yes No
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 No
Will you debrief participants at the end of their participation (i.e give them a brief explanation of the
study)?

Yes No
Will participants be given information about the findings of your study?(This could be a brief summary
of your findings in general)
Yes No
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 No
Who will have access to the data and personal information?
Investigator as well as an enterprise will be confident to access personal data and information
systematically.
During the research: Researcher as well as an organisation
Where will the data be stored?
In hardware or computer system data get stored.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research: Researcher as well as an organisation
Where will the data be stored?
In hardware or computer system data get stored.
How long will the data and records be kept for and in what format?
Data and record will be kept for approximately 1 year in word document format
Will data be kept for use by other researchers? Yes 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.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may arise
in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also attach to the Research Proposal
when submitting to Turnitin.