The Strategies Employed by Zara to Enter the Emerging Market

This research project investigates the strategies employed by Zara to enter emerging markets. The report begins with an overview of primary and secondary research methods, including the use of questionnaires for data collection. The analysis section employs thematic analysis to interpret the collected data, focusing on key themes such as globalization, its impact on firms, factors influencing Zara's market entry, and various market entry strategies like exporting, licensing, and joint ventures. The findings highlight benefits like targeting new markets, enhancing product life cycles, and increasing profit. The study also examines the resources required, challenges faced, and strategies for sustainable success in emerging markets, providing a comprehensive analysis of Zara's approach to international expansion. The research utilizes both quantitative and qualitative data to draw conclusions about the effectiveness of different market entry strategies. The report also provides a detailed analysis of the questionnaire results, including frequency distributions and interpretations of each question, offering valuable insights into consumer perspectives and preferences in relation to Zara's brand and market presence. The research concludes with recommendations for Zara's continued success in emerging markets.

Research Project

Table of Contents
TASK 2............................................................................................................................................1
P3 Primary and secondary research using appropriate methods for a business research project
................................................................................................................................................1
P4 Analytical tools, analyse research findings and data.........................................................3
M2 Discuss merits, limitations and pitfalls of approaches to data collection and analysis..16
REFERENCES..............................................................................................................................17

Topic: The strategies employed by business to enter the emerging market.
TASK 2
P3 Primary and secondary research using appropriate methods for a business research project
Research is an effective methods to collecting data and information with the help of using
secondary and primary data collection methods (Carneiro and Brenes, 2014). In conduct a
research, investigator faces some issues which are given below:
Time and cost- These both are the most necessary factor face through researcher. These
are major factors which are mostly face by researcher. For conducting an investigation,
investigator do not have efficient cost to conduct all the research activities. On the other hand, it
does not have proper time. So, it is necessary for researcher to conduct an investigation by
developing time management plan and divide cost on the basis of set research activities.
Ethical issues- Ethics are standards or norms for conduct distinguish among wrong and
right. The ethical standards prevent against fabrication of data and then promote pursuit of the
knowledge. Ethics is necessary for conducting an investigation in better manner. Researcher
should be able to follow all the ethical considerations while conducting an investigation (Cohen
and Kietzmann, 2014). The data of respondents should be confidential otherwise the outcomes
will be negative in future. On the other hand, an investigator face some ethical challenge in all
stages of study from designing to the reporting. These consists confidentiality, ananymity and
informed consent.
QUESTIONNAIRE
Name:
Age:
Gender:
Contact no.:
Address:
Q1) Do you have knowledge about globalisation concept?
a) Yes
b) No
Q2) Does globalisation helps firm to enhance profit and gaining competitive advantage at
marketplace?
1

a) Yes
b) No
Q3) What are different factors which have impact on Zara business while entering
emerging market?
a) Economic factor
b) Social factor
c) Cultural factors
Q4) What are various strategies which can be employed by Zara to enter the new market?
a) Exporting
b) Licensing
c) Joint Venture
Q5) What are benefits of entering the emerging market by using different marketing
strategies?
a) Target new market
b) Enhance product life cycle
c) Increase profit
Q6) Does globalisation help company to enter in to the new market places at global level?
a) Yes
b) No
Q7) What resources Zara will require to entering to the new emerging markets?
a) Human resource
b) Technological resource
c) Financial resource
Q8) What are various methods by which Zara company can develop its brand in the new
economy?
a) Understand customer behaviour
b) Innovation
c) Communication
Q9) Should company make changes in its existing products and services while providing
them at global level?
a) Yes
2

b) No
Q10) What complexities Zara face when it entering in to new emerging market?
a) Cultural issues
b) Legislations issue
c) Tax and tariffs
Q11) What are the different ways by which Zara can overcome from challenges arisen
from enter in to emerging market?
a) Conduct Research
b) Cultural awareness
Q12) Recommend some ways through which Zara can sustain into emerging market.
P4 Analytical tools, analyse research findings and data
In this section, collected data need to be analysed by using the thematic analysis. It is
helpful in provide the effectiveness of gathered data.
Q1) Do you have knowledge about globalisation concept? Frequency
Yes 16
No 4
Q2) Does globalisation helps firm to enhance profit and gaining
competitive advantage at marketplace?
Frequency
Yes 15
No 5
Q3) What are different factors which have impact on Zara business while
entering emerging market?
Frequency
Economic factor 6
Social factor 4
Cultural factors 10
3

Q4) What are various strategies which can be employed by Zara to enter
the new market?
Frequency
Exporting 5
Licensing 7
Joint Venture 8
Q5) What are benefits of entering the emerging market by using different
marketing strategies?
Frequency
Target new market 12
Enhance product life cycle 6
Increase profit 2
Q6) Does globalisation help company to enter in to the new market places
at global level?
Frequency
Yes 17
No 3
Q7) What resources Zara will require to entering to the new emerging
markets?
Frequency
Human resource 6
Technological resource 5
Financial resource 9
Q8) What are various methods by which Zara company can develop its
brand in the new economy?
Frequency
Understand customer behaviour 5
Innovation 12
Communication 3
4

Q9) Should company make changes in its existing products and services
while providing them at global level?
Frequency
a) Yes 16
b) No 4
Q10) What complexities Zara face when it entering in to new emerging
market?
Frequency
Cultural issues 6
Legislations issue 2
Tax and tariffs 12
Q11) What are the different ways by which Zara can overcome from
challenges arisen from enter in to emerging market?
Frequency
Conduct Research 14
Cultural awareness 6
THEME 1: Knowledge about globalisation concept
Q1) Do you have knowledge about globalisation concept? Frequency
Yes 16
No 4
5

Interpretation: Globalisation is a wider concept and it is helpful in providing the better
opportunities to business in context to expand business, target new market, enhance sales etc.
with the help of globalisation, firm can develop their international influence and focus on earning
higher profit level. There are 16 respondents which said that they have the knowledge about
globalisation. They are clear about the globalisation and also know about its importance. These
people have know about the better opportunities which company can get through globalise its
business. It has developed due to advancement in communication and transportation technology.
With an enhanced global interactions comes growth of the ideas, culture and international trade.
On the other hand, there are 4 respondents which are not agree with this.
THEME 2: Globalisation helps firm to enhance profit and gaining competitive advantage
Q2) Does globalisation helps firm to enhance profit and
gaining competitive advantage at marketplace?
Frequency
Yes 15
No 5
6
Yes No
0
2
4
6
8
10
12
14
16
16
4
Column B

Interpretation: Globalisation aids in develop the better relationship among two countries,
nations, regions etc. business face challenge of the remaining competitive in market. They use
variety of the techniques to land high sales volume and also grab large market share. On the basis
of mention graph, there are 15 respondents and they said that globalisation helps company to
increase profit by expanding business and also gain competitive benefit. The globalisation
provides the better opportunities to Zara to expand its business in an effective manner. If firm
will expand its business at global level then in this case, sales will be enhanced and through this,
company can get the competitive benefits at marketplace. As per the above discussion,
globalisation provide the company better advantage through providing its high quality of services
to consumers at minimum cost at global level. It will help in provide the competitive benefits to
company. On the other hand, there are 5 respondents which are not agree with this and according
to them globalisation is helpful in enhanced sales and brand image of company. Sometimes, from
conducting business at global level, company face some disadvantage such as competitors, high
tax rates and many others.
THEME 3: Factors which have impact on Zara business while entering emerging market
7
Yes No
0
2
4
6
8
10
12
14
16 15
5
Column B

Q3) What are different factors which have impact on Zara
business while entering emerging market?
Frequency
Economic factor 6
Social factor 4
Cultural factors 10
Interpretation: Factors affect manner under which an organisation carries out business. The
different factors includes like currency fluctuations, trends and economic development in global
market. These factors directly influence to the business. There are 6 respondents and according
to them economic factors is mostly impact on the business of Zara because if it will conduct its
business into emerging country then there can be issue arise related to tax and tariffs. On the
other hand, there are 4 respondents and they said that social is most necessary factor and it can
be impacted because the taste and preferences of every person is different from each others. This
issue can be faced through company because it needs to be make some innovation in its products
as well as services and also make them attractive. There are 10 respondents which are agree with
cultural factors. The culture of every country is different from the each other. There will be
requirement to firm to conduct an investigation and also aware about the culture of different
8
Economic factor Social factor Cultural factors
0
1
2
3
4
5
6
7
8
9
10
6
4
10
Column B

country in which Zara expand its business in an effective manner. These all are the different
factors which impact on business of Zara while entering emerging market.
THEME 4: Strategies which can be employed by Zara to enter the new market
Q4) What are various strategies which can be employed by
Zara to enter the new market?
Frequency
Exporting 5
Licensing 7
Joint Venture 8
Interpretation: Market entry strategy is planned distribution as well as delivery methods of
products or services to new target market. It is related to export and import of the services. With
the help of using entry market strategy, firm can enter into international market. Zara uses
different strategies to enter into new market. According to 5 respondents that exporting is most
necessary strategies and it is cost saving. In one market, exporting is one of better strategy. It is
related to selling directly into market that selected through Zara using the available resources in
an effective manner. On the basis of 7 respondents, Zara can adopt the franchising strategy to
enter in to new market. It is North American process for the rapid market expansion but it is
9
Exporting Licensing Joint Venture
0
1
2
3
4
5
6
7
8
5
7
8
Column B

gaining the traction in some other parts of world. There are 8 respondents which agree with joint
venture strategy because in this two firms are working together on attaining specific goals. It is
specific form of partnership that includes creation of third independent managed organisation.
Under this, there are two organisations agree to be work together in specific market. The profit
and loss will be shared equally among both firms.
THEME 5: Benefits of entering the emerging market by using different marketing
strategies
Q5) What are benefits of entering the emerging market by
using different marketing strategies?
Frequency
Target new market 12
Enhance product life cycle 6
Increase profit 2
Interpretation: The company expand its business into emerging economy for getting many
benefits. Emerging market is country that has some of the characteristics of developed market. It
does not satisfy the standards that to be termed developed market. There are 12 respondents and
they said that main benefit Zara can get is target the new market. With the help of expanding its
10
Target new market Enhance product life cycle Increase profit
0
2
4
6
8
10
12
12
6
2
Column B