Vodafone: Research on Globalisation and Market Entry Strategies

This research report examines Vodafone's globalisation strategy, focusing on its expansion into the Chinese market. It begins with an introduction to globalisation and its benefits for businesses, particularly in the telecommunications sector. The report includes a literature review discussing the benefits of globalisation for telecommunication businesses, the impacts of emerging economies on new business growth, and solutions for developing a brand in a new economy. The research proposal defines a research question and outlines the rationale, aim, and objectives of the study. The report explores primary and secondary research methods, including data collection techniques. The study investigates the benefits of globalisation, the impact of emerging markets, and solutions for brand development, offering insights into Vodafone's operational development in a new emerging market. The report concludes with a discussion of research outcomes, alternative methodologies, and lessons learned.

RESEARCH
PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Produce a research proposal that clearly defines a research question or hypothesis,
supported by a literature review.............................................................................................1
P2 Research methods and conduct primary and secondary research.....................................5
TASK 2............................................................................................................................................7
P3 Primary and secondary research using appropriate methods for business research project
that consider costs, access and ethical issues.........................................................................7
P4 Appropriate analytical tools to analyse research findings and data................................11
TASK 3 .........................................................................................................................................21
P5 Research outcomes in an appropriate manner for the intended audience.......................21
TASK 4..........................................................................................................................................22
P6 Effectiveness of research methods applied for meeting objectives of the business research
project...................................................................................................................................22
P7 Alternative research methodologies and lessons learnt in view of the outcomes...........22
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................24

INTRODUCTION
Globalisation refers to procedure of integration as well as interaction between people,
firms and also organisations in all over the world. It spreads of technology, products, job across
the national borders and information. Globalisation is an interdependence of the nations in all
around globe by free trade. The organisations gain competitive benefits on many fronts by using
globalisation (Beuving, 2013). It helps in minimizing the operating costs through production.
Firm can purchase the raw materials in a cheaper way due to reduction of tariffs. The
globalisation provides benefits to organisations to conduct their business operations at large scale
and gain the competitive benefits.
This research report is based on Vodafone Group Plc and it is a British multinational
telecommunications in London. This firm operate and own its network in 25 countries and also
has partner network in 47 countries. It has a strong customer based in many countries at global
level (Cohen, 2018). The globalisation helps in provide benefits to company and gain the
attention of large number of people at large scale. In this present report will be discuss about the
literature review part that will be based on secondary data. Primary and secondary research
methods will be used in collecting the data regarding Vodafone enter in to the new market i.e.
China.
TASK 1
P1 Produce a research proposal that clearly defines a research question or hypothesis, supported
by a literature review
Globalisation refers to an integration of the markets in an economy and leading to be
enhanced interconnectedness of the national economies. It is a process of deeper integration
among the regions as well as countries (Cooke, 2012). With the help of globalisation, regional
societies, culture and economies have become more integrated by global trade network,
transportation, communication and integration.
Background of Research
The globalisation is related to change in world where firms are moving away from self-
contained countries towards integrated world. It is related with change in business from firm that
is concerned with single country to operate in the many other countries at large scale. The
globalisation concept implied opening of the local as well as nationalist perspective to wider

outlook of interdependent as well as interconnected worlds with the free movement of services,
products and capital in an effective manner (Corstjens and Lal, 2012). Vodafone is a
telecommunication firm and it operate business in regions of Africa, Europe, Oceania and Asia.
This company conduct its business at the large scale for the purpose of target large market and
get the competitive benefits in a better way. The globalisation increase common economic well-
being by giving proper preservations to carried out to generative consumption. For
communicating with people, Vodafone uses social media tools and it also enhanced the brand
image of this company in across the globe. This firm is going to expand its business in China.
With the help of this company can target the market of China and also enhance its market share.
Vodafone company is going to expand its market in China market. An economy of China is
better for development of the technological foods and its GDP is high. The China economy is
stable in order to expanding business.
Rationale of Research
The main rationale of conducting this investigation is to aware about the concept of
globalisation. Through conducting this research, skills as well as knowledge of a learner will be
enhanced in a better manner (Crane and Matten, 2016). It will able to perform any research
activities in future without facing any challenge. With the help of this research, issues related to
this project will be resolved and getting the positive outcomes effectively.
Aim
The potential aim is to explore the knowledge about globalisation in detailed manner.
There is a need to achieve proper knowledge and positive outcomes. This research will help in
enhancing the ideas and knowledge regarding specific research area. Aim: “To identify
operational development with effects of globalisation in a new emerging market- a case study on
Vodafone”
Objectives
 To determine the benefits of globalisation for telecommunication business
 To evaluate the impacts of emerging economy on growth of newly developed business
 To suggest appropriate solution for developing brand in new economy
Research Questions
 What are the benefits of globalisation for telecommunication business?

 How to evaluate the impacts of emerging economy on growth of newly developed
business?
 What are the suggestions related to appropriate solution for developing brand in new
economy?
Literature Review
It refers to a scholarly paper that consists of opinions as well as view points of different
authors on specific subject area. In order to collect the data and information, there will be need
of using secondary sources. Forinstance books, articles, journals etc. It helps in provide the
reliable as well as valid information for getting the positive conclusion.
Benefits of globalisation for telecommunication business
According to opinion of Justin Kuepper (2018), it has been stated that globalisation has
affected each aspect of the modern life. The globalisation provide benefits by developing the
positive relationship among two different countries, companies etc. It is helpful for an
organisation to conduct business at a large scale. The telecommunication industry is made up of
communication as well as information technology and provides the internet services to people.
Vodafone company deals in a telecommunication sector and it is expanding its business in China
country. This company has undergone technical revolution by creating its business in new
markets with new system.
The telecommunication business was owned as well as controlled through state- owned
national telecommunication firms. With passage of the time, innovation in globalisation and
technology has transformed telecommunication nature. Under this sector, globalisation is helpful
in open up the new market and deal with its competitors. Vodafone is British multinational
telecommunication firm and it is one of leading telecommunication that is having the better
existence in United States, Asia Pacific, Europe etc. This is most rapidly flourishing global firm
that began as golder of one of two mobile communication licenses in United Kingdom and now
in this present time it is dominant global brand. In addition to this, Vodafone firm developed
social network that consists mergers and acquisitions along with deployment of the global
network of the mobile technology. Vodafone conduct its business at global level and its supply
chain as well as sourcing activities are to be transformed globally. On the other hand,
globalisation helps in lot of outsourcing of company in the other countries. Globalisation
provides the effective opportunity to Vodafone company for enhance its economic growth at the

global level. Open trade in the telecommunication related services should be result in high
competition and reducing cost of business. The main reason of expanding business in China is
that economy of this country is stable and its domestic production is stronger.
Impacts of emerging economy on growth of newly developed business
On the basis of opinion of Will Kenton (2019), it has been stated that emerging market is
country become more developed markets but not to satisfy the standards. It consists of those
countries which may become the developed markets in future. Emerging market economy is one
under which country is becoming developed nation and also identified by several socio-
economic factors. It is an economy of nation that continuously progressing in advanced as shown
through some equity markets and liquidity. Generally the emerging markets do not have market
efficiency level and also strict in securities as well as accounting regulations which to be par
with an advanced economies. An emerging market economy explains economy of nation that is
progressing towards more advanced or raid industrialisation. An economic growth in developing
as well as emerging economies has been more disappointing with IMF expecting around 4%.
Vodafone is a global company and it announced new partnership that Vodafone company see to
gain the access in Chinese market. The Mobile Customers of China gain access to rest of World.
An international economy encourage broader distribution of products among continents. An
emerging market provides the benefits to countries in order to enhancing growth as well as
development of business in an effective manner.
The main benefits that company can get by conducting business in emerging country is to
facilitate through minimum labour cost, economic development, lack of the marketing
sophistication, etc. In addition to this, economic benefits are to be diminished through emerging
market situations of poor infrastructure, foreign investment restrictions, tariffs etc. On the other
hand, Vodafone company can get the technological advancement if it will conduct business in
China country. The technology of China is higher and there will be need to Vodafone to adopt
that advanced technology that will help in conducting the business operations in an effective
manner. The behavioural benefit are aided to business firm through support of government,
minimum competition level and also the limited marketing sophistication. It will help the
Vodafone business firm to set up the business in China without facing issues.
Appropriate solution for developing brand in new economy

On the basis of opinion of Gwen Moran (2013) it has been stated that Developing brand
in the new economy provide benefits to company to attract more consumers and also sustain at
the market place for long period of time. If company will develop the brand in new economy
then through this sales and profit level of business will be enhanced. In context to this,
developing global brand need launching new website and also update it from anywhere in all
over the world. There are some of the effective solutions to developing brand in a new economy
mention below:
Understand customer behaviour- The purchasing behaviour or preferences of each
customer are different from the each others. The consumers have certain purchasing habits or
preferences in one culture not means that all people have the same preferences sin all over the
world. When Vodafone Company conduct its business in to the new economy i.e. China then it
need to understand the preferences as well as needs of consumers in an effective manner. Firm
should focus on provide the unique features in its mobile system and attract large number of
consumers towards firm in an effective manner.
Communication- It is one of the most necessary thing and it is important for company to
communicate with the people in the new country and also aware from their preferences. On the
other hand, firm should find an effective way to interact with its consumers for an instance
through using different social media sites like Instagram, Facebook etc.
Innovation- It refers to creating the new thoughts and ideas. Under this, company can
make some innovations in its products as well as services in order to attract e large number of
consumers. In this present time, the demands or needs of consumers are changes within short
period of them and they want some unique as well as different thing. With the help of developing
new features or specifications in existing products, firm can attract more number of people and
also enhance sustain in new economy for long period of time.
P2 Research methods and conduct primary and secondary research
Research methodology is a process to collect information and data for the purpose of
decision making. This activity is performed in order to get the feedback for the services provided
by them to their customer (Lee,Shin and Park, 2012). It includes surveys, interviews and research
techniques. Research approach is the procedure that consist of detailed method of data
collection , analysis and interpretation. Various kind of approaches that are considered by
investigator are explained below :

Quantitative Research :It refers to a research method which focuses over quantifying
the problem by collecting numerical data over particular problem so that it can be converted into
usable statistics (Wetherly, 2014). It includes paper survey, mobile survey etc.
Qualitative Research : It refers to a research method that provide an insight into
problem which can be further used to develop ideas for potential quantitative research
(Mahmood and Hanafi, 2013). Methods used for this data collection is interview, group
discussion etc.
In order to conduct this research qualitative method was used as it is the subjective
approach and requires in depth study therefore it assist researcher in evaluating a valid
conclusion.
There are generally two types of data collection method i.e. primary and secondary.
Primary data collection method : It work toward gathering information which is totally
new and freshly collected by the researcher. These type of data are more reliable as it is collected
by researcher for the first time (Mathews and Yang, 2012).
Secondary data collection method : It refers to the method of collecting information
from other sources such as books, journals, articles or online source etc. Secondary method is
easier to conduct as it is time and cost effectiveness as well (Zhao, 2012).
Under this investigation both primary as well as secondary data have been used by
researchers in order to develop an in-depth understanding regarding the current research topic
(Shenkar, Luo and Chi, 2014). For collecting primary data structured questionnaire was used and
in order to collect secondary data literature review will be used under this research.
Data Sampling : It is a statistical analysis technique which is used to collect information
from group of people. There are different methods of drawing samples from data that depends on
data set and situation (Mura, 2012). Convenience sampling was used to select the 30 employees
of Vodafone. In stratified sampling common factor is taken and on the basis of this samples are
collected. In cluster sampling large data set are divided into clusters and then sampling is done.
For gathering information, 30 employees of Vodafone were contacted.
Ethical Consideration : Ethics are the norms that distinguished between right or wrong.
Ethical consideration prevents against the misrepresentation of data and promote the truth which
is the primary goal of research. Data collected must be kept backstage which is important in this.
The data of respondents should be confidential and researcher is responsible to do not leak any

information of the selected respondents without their permission. Apart from this time and cost
are the major concern that should be kept in mind so that research can be done in a organised
manner (Savrul, Incekara and Sener, 2014).
TASK 2
P3 Primary and secondary research using appropriate methods for business research project that
consider costs, access and ethical issues
Research is a better way to gathering the information as well as services by using the
primary and secondary method of data collection (Grayson and Hodges, 2017). In order to
conduct an investigation, researcher face some problems which are mention below:
Time and cost- It is main factor that is mostly faced by every investigator. Sometimes,
researcher do not have the enough money and time to perform all research activities in proper
manner. So, it is necessary that before conduct an investigation, researcher should have adequate
among of money and time to neglect any kind of complications (Hitt, Ireland and Hoskisson,
2012). The cost involved in conducting an investigation is £1000.

Ethical issues- Under this, conduct an investigation is not easy tasks as it consist complex
problems. Sometimes, researcher find some unethical way to collect information (Javadian and
Singh, 2012). So, it is necessary that investigator should follow all the ethical considerations
while conducting research.
QUESTIONNAIRE
Name:
Age:
Gender:
Address:
Contact No.-
Q1) Do you have knowledge about the Globalisation?
a) Yes

b) No
Q2) Does globalisation affect the operations of Vodafone?
a) Yes
b) No
Q3) In what manner emerging economy impact on the growth of new development
business?
a) Positive
b) Negative
Q4) What are the different ways through which Vodafone company can develop its brand
in new economy?
a) Understand customer behaviour
b) Innovation
c) Communication
Q5) What is main impact of the globalisation on business activities of Vodafone?
a) High competition
b) Employment
c) Enhanced Trade
Q6) What are current needs of Vodafone to conducting its business in an emerging
economy?
a) Technology advancement
b) Skilled workforce
c) Training sessions
Q7) What entry strategy can Vodafone use to enter a new market?
a) Joint venture
b) Partnership
c) Exporting
d) Merger and Acquisition
Q8) Is expansion of business in emerging economies beneficial for Vodafone organisation?
a) Yes
b) No
Q9) What are the main issues faced in Vodafone firm when expanding business in

emerging economies?
a) Public relations
b) Ethical business practices
c) Legal and Regulatory Structure
Q10) What are the effective ways through which Vodafone company can overcome the
arisen challenges?
a) Determine needs of consumers
b) Follow ethics
c) Knowledge about legislations
Q11) Give recommendations for making some improvement in operations of company
when conducting business in emerging economies.
Data Sheet
Q1) Do you have knowledge about the concept of Globalisation? Frequency
a) Yes 20
b) No 10
Q2) Does globalisation affect the operations of Vodafone? Frequency
a) Yes 19
b) No 11
Q3) In what manner emerging economy impact on the growth of new
development business?
Frequency
a) Positive 23
b) Negative 7
Q4) What are the different ways through which Vodafone company
can develop its brand in new economy?
Frequency
a) Understand customer behaviour 14
b) Innovation 9