Tesco PLC's Emerging Market Entry Strategies: A Case Study Report

Desklib provides past papers and solved assignments. This case study analyzes Tesco's strategies for emerging markets.

RESEARCH
PROPOSAL
A CASE STUDY OF TESCO PLC
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TITLE: The Different Strategies Employed by Businesses to Enter Emerging Markets, A case
study of Tesco Plc.
INTRODUCTION
The organizations gain the opportunities for the expansion in the emerging countries where the
market growth is high. For this growth, the organizations should make the strategies in an
effective manner. The strategies of entry should be effective and is a profitable method for
entering into the new market (Crane and Matten, 2016). The planning of the distribution of the
products and services has been placed before the execution. In this research project, Tesco Plc.
plans for the expansion in the new markets like China, India. The developing countries have
more opportunities for business growth (About Us [TESCO PLC], 2019). The organizations can
cut the cost of the products and services for setting up the manufacturing facilities. The benefit is
in emerging the developing countries; the company can get the labour at a low cost which is a
cost-effective plan (Prashantham and Young, 2011).
RESEARCH AIM
The aim of the research project is to assess the entry strategies of the businesses in the emerging
market for Tesco Plc.
RESEARCH OBJECTIVES
The objectives of the research project are as given below:
o To study the different strategies for entering the new market
o To assess the opportunities from entering in the developing countries
o To evaluate the importance of different strategies
SCOPE
The entry mode and role of the globalization would increase in the growth of the business when
entering into a new market. The strategies and entry mode assessed in the manner of Tesco Plc.
It will help the company in the proper allocation of the limited resources so as to increase the
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revenues and productivity of Tesco. The foreign capital will attract with the help of globalization
to make the investment for building a strong market segment through meeting the demands of
the potential market segment (De Villa et al., 2015).
LIMITATIONS
The company needs to meet the demands of the target market but the different cultures and for
this Tesco need to plan effectively and the cost would be increased in the market research. The
culture is different in different countries and it could be a negative aspect for Tesco. The social,
political and economic factor can affect the business operations and profits of Tesco.
RATIONALE
The reason for choosing this topic is that emerging markets have better growth opportunities for
organizations through different market strategies. Tesco Plc. is the leading brand in the UK but
have the planning to enter into the new market that will be more profitable (About Us [TESCO
PLC], 2019). The emerging countries like India, Malaysia and Thailand where the markets are
continuously developing. Tesco should make the strategies towards entering in these developing
markets. The strategies could be the franchise, licensing, Joint ventures and merger and
acquisitions. This research project determines the different aspects of the different strategies and
what are the benefits for the company from these strategies. The decision of expansion is the
pathway of growing in the global market. It helps the company in growth and development (Hitt
et al., 2016).
RESEARCH METHODOLOGY
The research methodology is an essential part of the research project as it supports the researcher
in the assessment of the information collected by them in an effective manner. The literature
review and questionnaire survey for data collection in this research project. This contains the
quantitative and qualitative methods and information would be gathered from the journal, books,
online publications and magazines, etc (Grimshaw et al., 2013).
Primary Research
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The questionnaire designed for collecting the primary data in which the questions will be asked
from the respondents. The researcher will get reliable data for further research and interpret the
results in the right manner (Walliman, 2017).
Secondary Research
The secondary data and information will be gathered from online books and publications,
business magazines, the literature review for the collection of reliable data and information
(Walliman, 2017).
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LITERATURE REVIEW
According to the Prashantham, and Young (2011), the essential part of the step for success in the
new markets is to select the potential market by the company. The organizations are increasingly
gaining the interest of international markets and business for sustainability in the long run and
growing in the home country. Fosfuri et al. (2013) described that the selection of entry mode has
the main role in the growth of the businesses in the international market. The organization's entry
strategy plays a crucial role in the selection of the entry mode. Hitt et al., (2016) stated that the
globalization allows the organizations to easily enter into a new market. It had an influence on
the business operations and beneficial for the companies as it is interconnected to the global
market. It includes the foreign direct investment where the company making the investment in
the expansion of the market.
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TIMELINE
W
EEKS
S.NO.
1 2 3 4 5 6 7 8
EVALUATING THE
RESEARCH TOPIC
AND
IDENTIFICATION OF
THE PROBLEM
PROJECT AIMS AND
OBJECTIVES
COLLECTING AND
PLANNING
RESOURCES
COLLECTION OF THE
DATA
DATA ANALYSIS
ASSESSMENT OF THE
DATA
FINAL EVALUATION
AND REPORT
WRITING
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REFERENCES
 About Us [TESCO PLC], 2019, online available at https://www.tescoplc.com/about-us/
last accessed on 9th February, 2019.
 Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford 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.
 Fosfuri, A., Lanzolla, G. and Suarez, F.F., 2013. Entry-timing strategies: The road ahead.
Long Range Planning, 46(4-5), pp.300-311.
 Grimshaw, J.M., Eccles, M.P., Lavis, J.N., Hill, S.J. and Squires, J.E., 2012. Knowledge
translation of research findings. Implementation science, 7(1), p.50.
 Hitt, M.A., Li, D. and Xu, K., 2016. International strategy: From local to global and
beyond. Journal of World Business, 51(1), pp.58-73.
 Prashantham, S. and Young, S., 2011. Post–Entry Speed of International New Ventures.
Entrepreneurship Theory and Practice, 35(2), pp.275-292.
 Walliman, N., 2017. Research methods: The basics. Routledge.
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