Identifying Strategies Employed by Businesses for Global Market Entry

This research proposal investigates strategies employed by businesses to enter the global market, using the retail sector, specifically Sainsbury's, as a case study. It aims to identify current trends in globalization, evaluate various market entry strategies, assess associated challenges, and provide recommendations. The research poses questions about current globalization trends, strategic benefits, and implementation challenges. The literature review covers topics like technological communication, social media marketing, innovation, and e-commerce's impact. The methodology involves quantitative research methods like questionnaires and surveys. The proposal explores franchising, joint ventures, and accessing global talent as strategies. It also addresses challenges like government regulations, language barriers, foreign competition, and cultural differences. The study seeks to offer insights into the benefits and challenges of international market operations and guide companies in selecting optimal strategies for success.

RESEARCH PROPOSAL

Table of Contents
TITLE: ............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
RESEARCH BACKGROUND ......................................................................................................3
Aim and Objectives:...............................................................................................................4
Research Questions................................................................................................................4
Rational:.................................................................................................................................4
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................7
RESEARCH TIME PLAN............................................................................................................10
........................................................................................................................................................11
........................................................................................................................................................11
REFERENCES..............................................................................................................................12

TITLE:
To identify different strategies employed by business to enter into global market – a study
on retail sectors.
INTRODUCTION
The term globalization refers to such a process which helps company to enter into global
world through different technique and strategies to enhances their business for longer time
period. Through the process of globalisation it provides various facilities such as free
transportation, advancement in technology and also more growth opportunities (Globalisation,
2019). International marketing has become one of the important part of today's business.
Therefore it has become important for an organisation to use different strategies in order to enter
new market. Present research is based upon Sainsbury which is the second largest chain of
supermarkets in UK (Martek and Chen, 2016). The Inaugural of Sainsbury business was
committed by John James Sainsbury in 1869. They carry 1415 shops worldwide and also
engaged with 186,900 employees carrying such business at large scale. Due to the concept of
globalisation, they engage their business more globally and also prefer more online services
which can be easily reachable to large number of customers. The company use various strategies
for maintaining its business operations in different countries.
RESEARCH BACKGROUND
Various studies has been conducted in the topic of globalisation and its importance. As
per the studies there are various strategies which companies adopt in order to enter in new
market and make their business operate internationally. A preliminary research has been done in
order The following research will aim at identifying strategies which companies adopt to do
business internationally and how this strategies helps companies. Emphasis is laid on identifying
the trends in an international market. Also the role of these trends in international market and
their contribution in international marketing has been identified. The topic is of huge importance
as it demonstrate various strategies of a business as well as its importance. However no one
strategy is found to be effective as all the strategies holds some advantage as well as
disadvantages. The strategies depends upon the type of market and business a company wants to
enter. Therefore it is required by a company to look at strategies which they need to adapt
carefully before entering new market.

Aim and Objectives:
Aim: To investigates the different strategies adapted by business to enter into emerging market –
A study on Sainsbury.
Objectives:
 To identify the latest trends adapted by companies in respect of globalization.
 To determine various strategies and its benefits considered by company to enter into
global market.
 To assess the challenges faced by company in implementing the different strategies to
enter into global market.
 To provide recommendation to the company regarding the best strategies adapted to enter
into emerging market.
Research Questions
1. What are the latest trends adapted by companies in respect of globalization?
2. How to determine its various strategies and its benefits considered by company to enter
into global market?
3. What are the challenges faced by company in implementing the different strategies to
enter into global market?
Rational:
The main reason of choosing this topic is that globalisation is the wider concept and thus
lot of new changes are adapted by business while entering into global market. Thus, to choose
this topic helps researcher to examined various facts and figure undertaken to gather the correct
information. Another reason of choosing this topic is that lot of authors had already gather the
information relevant to this topic. Thus, less time is required to collect the information. Due to
changes in time, lot of new aspects are to be determined, thus preferring this topic helps to
understand more techniques which is implemented by company to enter into global market. 350
Significance: The findings of study will help in analysing what benefits does companies get
while operating in international market. As globalisation plays an important part in business to
earn profit. Thus the results will help the companies to gain a overview of various aspects of the
field including benefits as well as challenges. It will guide companies to what strategies is
beneficial for them and what are the current trends in global market which company should
adopt in order to successfully set up their business. For the researcher it will help to gain a

knowledge regarding various trends pertaining in the market and business who are doing their
business internationally.
LITERATURE REVIEW
In literature review a good representative literature has been used in order to find out
about the globalization and business. Many relevant literature in the same field has been found
which help in gaining a enough knowledge of the topic.
Theme 1: Latest trends adapted by companies in respect of globalization
According to the Gordon (2018) latest trends which is chosen by company is in respect of
effective communication through technology. As companies can easily communicate with other
companies without any barrier in respect of network errors or any legal norms. Through this
innovative technology, they can offshore their business with security and earn more profits.
Similarly Yousefi and et.al., (2016), says that use of internet has revolutionized various
activities including marketing strategies. The use of social media has been increased now a days,
many of the people are active on social media such as twitter, Instagram, Facebook. The
marketing with the help of social media ensures increase in brand recognition, high conversion
rates and also help in enhancing brand loyalty. The authors holds the thought that
communication is important but customer engagement plays an important role in creating good
image and relationship between clients and business.
Gunn (2017) argued that through effective communication, the barriers exit in respect of
culture or any language issue which results in distracting the interest of companies. For choosing
the offshore business it requires lot of safety regarding the data as there are more chances of
infringement of data or hacking the company profile.
While Watson IV, And et.al., (2018), says that innovation is one of the emerging trend in
the global market. The innovation is increasing rapidly as now the companies are frequently
developing new products to exist in a market. Innovation is one of the most trend in focus in
international market as it has become an important part or mode of entering new business as well
as new market.
Martek and Chen, (2016) has conducted the study which focuses on relationship between
adoption of ICT and globalisation. The main goal of this study is to move away from the general
argument about the mega trends and to look at actual dynamics of these trends in operation of
business. As a result it was found that e- commerce has created a huge impact on business who

are going globally. It shows that e commerce will have a international competitive advantage
rather than enabling local firms to face or compete with international market. However from the
studies it was found that e commerce is beneficial in the global market.
As per the views of Parrish, Lee and Kim, (2016), trends in international marketing has
changed dynamically from last years. The main reason behind this change is advent of of
information technology which has make global market connected. Authors says that there are
various other factors which are trending in international market such as social media boom,
pearse trust and the rise of inbound. Social media has evolved as a dominant communication
channel. By the end of 2014 Instagram has gained about 300 million active users at the 2017 the
user has increased up to 800 million. Also pearse trust has also been emerged as a latest trend for
international business. Pearse trust has offices in various areas such as Dublin, Wellington and
London. Inbound marketing has also become popular in the last few decades.
Theme 2: Various Strategies and benefits considered by company to enter into global market
As per Hanson and et.al., (2016) the franchising is the best strategies which is used by
company in respect of entering into global market. As its benefits is that when one party
franchisor the business to another, they enter into franchise agreement which the other party are
bound to follow the rules.
On the contradictory to Lee and Eckhardt (2017), by franchising the business it results in
giving the right to other party to use the logo of the company. It results in facing more risk as
party can misuse the company name or also use such products for their personal use.
Mohan (2017) stated that Joint venture is another strategy which companies can adapt to
expand business internationally. As they can merge with other company to carry their activity or
enter into new project with this venture. This helps them to increase the reputation of company
for longer time periods. Rosenau (2017) criticised that by choosing this strategy it reduces the
company brand name if the project is not successful.
As per the views of Han, Hwang and Ryu, (2015), the organisation get easy access to
the talent by going global. It helps organisation to access new potential employees with unique
mindsets. It might be difficult for an organisation to have access to talented people in home
country therefore going global might help company to access to new talent and skills.
Theme 3: Challenges faced by company in implementing the different strategies to enter into
global market

Homann (2016) examined that the challenges faced by company is in respective of
government norms. As every country carry certain rules and regulation which the other country
is bound to follow it. Thus, the another challenges is in resulting to the language barrier as every
country had their own values, culture and ethics. It affects the company integrity to enter into
different countries.
Friedberg (2018) criticised that to maintain the economy and security in the country,
government impose strict rules which secure the interest of country. As they provide chances to
their own country to generate economy and provide employment to their own country to improve
their employment condition.
While as per the views of Vladislav Kapgupta, Hubert Palus and Richard Vlosky (2015),
in order to identify the barrier influence of previous experience on international business has
been examined and size of firm as a barrier has also been examined. As a result it was found that
foreign competition is one of the significant barrier in entering foreign market. culture is one of
the barrier which arise the difficulty for company to enter in new market. However firm size has
not been found correlated with market barriers.
However it can be seen that how increase in competition is one of the challenge while
implementing strategies in order to enter new market.
RESEARCH METHODOLOGY
Research Types: There are various types of research method which are used in order to conduct
a research. Out of all there are mainly two type of research which are mostly used which are
Quantitative and Qualitative research. Qualitative research are those research which is about
inquiries people in order to get depth understanding of the topic or problem. It is a non-statistical
research method. The researcher ask for a questions to the people there are various methods
which researcher use in order to conduct qualitative research such as focus group interview, one
to one interview, Context and text analysis and case study research.
While in quantitative research researcher use structured way for collecting data and
analyzing the data. In this method statistical, computational and similar methods are used in
order to collect and analyses data. This type of method use close ended questions. Such as
questionnaire, polls, online survey etc., are all examples of qualitative research.
Researcher will apply quantitative methods to conduct the research. By this methods they
can raise questionnaire or conduct survey to gather relevant information (Silverman, 2016).

Research Approach: There are three type of research approaches Inductive, Abductive and
Deductive approach. The most common approach which is used by a researchers are inductive
and deductive approach. Inductive approach contributes in new theories and generalization while
deductive approach is used in order to test the validity of assumptions made in a research. In
deductive research data collection is used for evaluating hypothesis which is related to existing
theory while in inductive research data collection is used for exploring and identifying themes
and pattern. And locating these themes and patterns into conceptual framework. Deductive
approach includes formulation of hypothesis while inductive approach does not include
formulation of hypothesis.
Inductive research includes proper planning and procedure and thus, researcher will
apply inductive methods which is chosen on the bases of Qualitative methods. As per this
approach researcher will collect data on the topic. After data collection the data will be analyzed.
Research Philosophies: Research philosophy represents the belief about the way in which
various data about the phenomenon is gathered and analyzed. There are basically two types of
research philosophies which are positivism and interpretivism.
As per positivism the reality is fixed and it is directly measurable and knowable. The
main goal of such type of research is explanation of theories and strong prediction. While as per
interpretivism research philosophy in which research interprets the element of study. As per this
approach it is important for a researcher to act as a social actor and to appreciate differences
between people. It carries various ideas, thoughts and discussion and thus researcher will use the
Interpretivism method in order to conduct this research and to interpret the information (Smith
and Osborn, 2015).
Data collection: It is a method which is used in order to collect and measure information on
variables of interest in a systematic manner and enabling an individual to ave a answer to the
stated questions, hypothesis and test. The two type of data collection methods which Primary and
Secondary data collection methods. Primary data is collected with the help of various methods
for example interview method, projective techniques, delphi technique, focus group interview
and questionnaire method (Lowry and et.al., 2016). This method help in collection of data from
original sources thus giving more real overview of the present situation. While secondary data is
the type of data which has already been collected and is readily available to a researcher via

various sources. Secondary data are cheaper and can be easily and more quickly obtained in
comparison to primary data. It helps in improving understanding of the problem in detail.
In this, researcher will apply both the method in order to gather information i.e.,
researcher will use questionnaire in order to collect primary data and will gather information
from various sources in order to gather secondary data.
Sampling: Sampling is a process for selecting small units from large population so that an
overview of the population can be achieved. There are two method which researcher use in order
to collect sample for the research. The two methods are probability sampling and Non
probability sampling (Eliuk and et.al., 2016). Probability sampling make use of statistical theory
for selecting the sample randomly. While in non probability sampling in which odds of any
member is selected for the sample which cannot be calculated. In probability sampling odds can
be calculated.
Researcher will use non-probability sampling method in which convenience sampling
method will be used in order to select random people from large number of population
(Walliman, 2017). Convenience sampling is a way which is used in order to collect a sample
from the place which is convenient to researcher such as school, church, or any other place. In
this research 20 employees are to be undertaken to whom questions is raised.
Data Analysis: It can be described as a process which is used for transforming, cleansing,
inspecting and modeling data with aim of gathering useful information and supporting decision
making. Thematic analysis is used in order to analyze qualitative data in many fields and
disciplines and it can be applied to different data sets, different research and in different ways.
Researcher will choose thematic form to present the research on the bases of theme. In
this research, the data is analyzed on the bases of theme which interpret the data clearly to give
accurate results (Gray and Malins, 2016).
Ethical consideration: It is one of the important part of research. Ethics are to be maintained by
researcher in respect of taking consent form before disclosing any information (Myers, 2019). In
order to assure that research is conducted as per the ethical concern researcher will make sure
that participants are not harmed by ensuring that their dignity is maintained. A consent will be
taken from the participants before making them part or respondent of research. Researcher will
make sure that quality of research is maintained throughout the project. The confidentiality of

respondent will be maintained. The manager who will be interviewed will highlight the
importance of thinking.
RESEARCH TIME PLAN
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Initiation 5 days? Tue 03-09-19 Mon 09-09-19
Auto
Scheduled Selecting the topic 1 day Tue 03-09-19 Tue 03-09-19
Auto
Scheduled
Preparing aim and
objectives 3 days Wed 04-09-19 Fri 06-09-19 2
Auto
Scheduled Literature Review 1 day? Mon 09-09-19 Mon 09-09-19 3
Auto
Schedule
d
Planning 15 days Tue 10-09-19 Mon 30-09-19
Auto
Scheduled
Using Research
methods 3 days Tue 10-09-19 Thu 12-09-19 3,4
Auto
Scheduled Collecting data 12 days Fri 13-09-19 Mon 30-09-19 6
Auto
Schedule
d
Implementation 15 days Tue 01-10-19 Mon 21-10-19
Auto
Scheduled Analysing the data 9 days Tue 01-10-19 Fri 11-10-19 7
Auto
Scheduled
Interpreting the
analysed results 6 days Mon 14-10-19 Mon 21-10-19 9
Auto
Schedule
d
Monitoring 2 days Tue 22-10-19 Wed 23-10-19
Auto
Scheduled
Recheck the data before
submitting 2 days Tue 22-10-19 Wed 23-10-19 9,10
Auto
Schedule
d
Final closure 1 day? Thu 24-10-19 Thu 24-10-19
Auto
Scheduled submit the report 1 day? Thu 24-10-19 Thu 24-10-19 12

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