Identifying Entry Strategies into Developing Markets

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Identifying Entry Strategies Into Developing Markets: The Case of Small Coffee
Shop Business In karachi Entering the PAKISTAN/Pakistan Market
Submitted in partial fiilfillment ofthe requirements for the degree of
Bachelor of Commerce in Finance in the Graduate of the University of Sindh
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DEDICATION
First of all we are thankful to Almighty Allah for granting us the courage, determination, will
and resources to undertake this Business Research Report on “Identify Entry Strategies into
developing markets: The Case of a Foreign Small Coffee Shop Business In Karachi Entering
the PAKISTAN/Pakistan Market”
We would also like to express our deepest and sincere gratitude to our research guide Prof.
Dr. Ashiq Jamil Jhatial, INSTITUTE OF COMMERCE, Whose valuable guidance and
cooperation held us in the preparation of this Business Research Report.

Identifying Entry Strategies into Developing markets
TABLE OF CONTENTS
ABSTRACT ..............................................................................................................................4
CHAPTER 1: INTRODUCTION ..........................................................................................5
1.1. Introduction ...............................................................................................................5
1.2. Contextual Background ..............................................................................................6
1.3. Aims and Objectives ...................................................................................................7
1.4. Research Questions ...................................................................................................7
1.5. Research Problem . ....................................................................................................8
1.6. Significance of the Research . .....................................................................................8
1.7. Structure of Study . .........................................................................................................9
CHAPTER 2: LITERATURE REVIEW ................................................................................11
2.1 Introduction. ..................................................................................................................11
2.2 Modes of Entering Foreign Market . .............................................................................12
2.2.1 The Stage Model ....................................................................................................13
2.2.2 Transaction Cost Economics. .................................................................................13
2.3 Eclectic Paradigm and Market Failures........................................................................14
2.4 Service Businesses . .......................................................................................................14
2.5 Firm’s Knowledge and Market Entry . ..........................................................................15
2.6 The Timing of Entry . .....................................................................................................16
2.9 Foreign Market Entry, Experience and Culture Distance ............................................16
2.10 Theoretical Frameworks .............................................................................................17
2.12 Factors Affecting Mode of Entry Decisions ................................................................18
CHAPTER 3:METHODOLOGY ...........................................................................................21
3.1 Research Philosophy/ Paradigm ..............................................................................21
3.2 Research Approach. ..................................................................................................21
3.3 Types of Investigation...............................................................................................22
3.4 Research Design .......................................................................................................22
3.5 Research Strategy .....................................................................................................23
3.6 Data Collection Method ...........................................................................................23
3.7 Sampling Method. .....................................................................................................24
3.8 Sampling Technique and Sampling Size....................................................................24
3.9 Data Analysis Plan ...................................................................................................25
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3.10 Accessibility Issues . ..............................................................................................25
3.11 Ethical Considerations . ........................................................................................26
3.12 Research Limitations . ...........................................................................................26
CHAPTER 4: DISCUSSION AND ANALYISIS ..................................................................27
4.1 Introduction. ..................................................................................................................27
4.2 Thematic Analysis .........................................................................................................27
4.2.1 Importance for an Organization to Grow Globally ................................................27
4.2.2 Different Entry Strategies to enter a Developing market .......................................28
4.2.3 Benefits of Entering a Developing market .............................................................30
4.2.4 Challenges faced by Coffee Shops after Entering a Developing market . ..............31
4.3 Discussion .....................................................................................................................32
4.3.1 Factors forcing a company to enter an already developing market.........................32
4.3.2 Challenges faced by the small firms in the coffee industry to start their business in
the developing markets. ...................................................................................................33
4.3.3 Factors which Contribute towards the Entry Mode selection for Small Firms ......34
CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS ...................................36
5.1 Conclusion . ...................................................................................................................36
5.1.1 Today’s Business Environment and Globalization ................................................36
5.1.2 Reasons for Entering Foreign Markets . .................................................................37
5.1.3 Challenges Faced in Developing markets ..............................................................38
5.1.4 Franchising as an Entry Strategy ............................................................................38
5.2 Recommendations . ........................................................................................................40
5.3 Future Implications .......................................................................................................42
5.4 Practical Implications and Contributions . ...................................................................42
REFERENCES . ......................................................................................................................44
Appendix A: Interview Questions ...........................................................................................53
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Identifying Entry Strategies into Developing markets: The Case of a Foreign Small
Coffee Shop Business in Karachi Entering the PAKISTAN/Pakistan Market
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The primary aim of the following research study was to identify market entry strategies of small
companies into developing market which will be done through the case of a coffee company
operating in Karachi with regards to venturing in to developing markets. For the purpose of
validity the following research PAKISTAN was selected as the study as a developing market and
carried out a research study to contemplate upon the best market entry modes for a small Coffee
Shop from Karachi, intending to locate in PAKISTAN. In addition, other relevant aims of the
following study were to identify elements/factors that helps a company to enter an already
developing market, to identify the challenges faced by the small firms in the coffee industry to
start their business in the developing markets and to identify the factors which contribute towards
the entry mode selection for small firms in the coffee industry to start their business in the
developing markets. In order to obtain key primary information, the researcher carried out an
interview survey with 5 managers belonging to International Coffee Shops located in Pakistan,
PAKISTAN. The information obtained from the managers was comprehended through the means
of thematic analysis. After the data assessment phase, the researcher was able to conclude that,
based on primary and secondary data, market entry modes of franchising or licensing would be
most feasible for the Coffee Shop from Karachi in its quest to establish their presence in
PAKISTAN. This research will help the researcher to identify market strength in which the
managers will expand coffee shops. Furthermore, it will assist them to analyse current market
efficiency and effectiveness to carry out business operations in a new market. Understanding the
current market situation in which the coffee shops are supposed to be expanded, it will help the
managers to develop different policies and empower employees towards a successful venture of
the coffee shop in a different market. It will further help the managers to formulate strategies
according to the trends and norms in that business market to stay competitive with the rest of the
coffee shops in the area.
ABSTRACT
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CHAPTER 1: INTRODUCTION
1.1. Introduction
The environment in which organizations are operating their business is constantly
changing with respect to the product types, technologies and other factors that influence the
organization. The business environment has become competitive and risky that makes the
organization to rethink their marketing strategies (Pearce and Robinson, 2005).
The 21st
century is regarded as the era of globalization which is continuously growing
which provides strong evidence that the organizations are pursuing the strategy of getting
globalized. Along with the study of globalization, the entry modes for the globalization
strategy have been extensively studied with the interest of the academic and the business
environment.
Similarly, small local firms play an important role in the development of the
economy
and also in the growth of the nations. It has been found out that the governments have started
focusing on the small firms as they are a huge contributor to the economy of the country.
With the globalization strategy, emerging countries are increasingly dependent on the
exchange of the products and services internationally for the economic growth and
sustainability.
The companies of different genres have the choice of different market entry modes
which is mainly dependent and influenced by the variables concerning the environment,
resources allocation and the experience of the firms for the internalization. The complexity of
the business world are allowing different companies to go abroad to carry out their further
business operations. It has been researched that the level of the risk associated with the
economy can strongly influence the entry choice of the companies, which has become the
main focus of the current study.
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1.2. Contextual Background
In order to make a successful entry into the foreign and developing market, choices
depend on the conditions and economy of the specific country. Lassrre (2007) concluded that
the companies are required to make a thorough analysis of the market and its attractiveness
in order to have a feasible investment. The market and the industry is best assessed in terms
of
(1) the market size, (2) the intensity of the competition including the barriers and (3)
profitability, (4) infrastructures and resources and (5) whether it is financial, human or
material.
Companies are not limiting them to only a domestic market; they want to expand
globally in order to spread their name. Therefore, companies are adopting different strategies
to enter into a global market for the purpose of spreading their network and to avail the
potential opportunities present in the market. This kind of decision makes a company more
competitive in the domestic market as well as in the global market. Thus it can be said that
the foreign entry methods are the marketing strategy used by the firms to commence their
business in a foreign country (Kostova and Roth, 2002, p.233). It is a strategy in which the
firm can enter into a foreign market along with their products and services, technologies,
innovation and human skills (Sooreea and Sharma, 2012).
The multinational firms, therefore, seek to diversify their business portfolio and get
globalized. Multinational Corporations are those firms which expand their business network
in the international market as well as the domestic market. It consists of foreign subsidiaries
which help the firms to extend their production process and marketing techniques to go
beyond the country boundaries (Dunning and Lundan, 2008).
Most MNC’s are operating in two or more than two countries at a time, which
is usually headquartered in the country where their production process is situated. It is,
therefore, operating in multiple countries but operating from a single country.
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Moreover, it has been found out that the company, in order to expand themselves in the
global market, need to manage their financial resources, human resources, management’s skills,
marketing according to the foreign country requirements and market conditions.
1.3. Aims and Objectives
The primary aim of the research is to identify market entry strategies of small coffee
business operating in Karachi for entering starting in developing markets. Analysis would be
carried out through data collection from coffee businesses already operating in PAKISTAN.
Currently the coffee shop in focus is an established business in Karachi. The objectives of the
research are as follows:
 To identify elements/factors that helps a company to enter an already developing
market.
 To identify the challenges faced by the small firms in the coffee industry to start their
business in the developing markets.
 To identify the factors which contribute towards the entry mode selection for small
firms in the coffee industry to start their business in the developing markets
1.4. Research Questions
The research questions of the study are as follows:
 What are the most appropriate entry strategies for already developing markets?
 What are the elements/factors that force a company to enter an already developing
market?
 Which are the entry strategies that are most commonly used when entering a
developing international market?
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1.5. Research Problem
The concept of globalization has now become an important phenomena for any
organizational in order to improve the profitability of the organization including the image of
the company. The main reason behind the complexity of the globalization strategy is the
internal and external environment regarding a company; these problems behave as a barrier in
the globalization strategy adopted by the firms (Porter, 2008). The internal environment of
the organization includes the product and service type offered by the company, acquisitions,
and mergers if any, switching cost involved in the company, human resources and managers
(Albaum and Duerr, 2008). The main problem in the expansion of the business to the
international markets is the collection and evaluation of the information gathered related to
the market.
The external factors according to Porter (2008) are the existing competitors in the
market on which the company has to expand their business operations. Other factors of the
external environment that can induce the strategy of the globalization process includes
marketing intermediaries, social, political, cultural and other factors concerning the
geographical area of the country that also serves as the threats and opportunities in the
process of the expansion to a new foreign market (Jassawalla and Sashittal. 2002). The
barriers and issues in the market entry do not only decide about globalization but they also
act as development basis for the market and its economy subsequently. It is therefore
emphasized that before entering into a new market, it is essential to make careful analysis of
the market. Choosing the right entry modes can lead the firm to huge profitability and
success.
1.6. Significance of the Research
It is projected that the research conducted would benefit the small organizations by
addressing the issues concerning the globalization and the barriers to entry in the foreign
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market which is an important factor for the expansion of the business operations in the
foreign country. The significance of this study can be judged from the fact that it provides
different market entry strategy that a small local company can adopt in order to start its
operation in a developing country. As far as the academics study is concerned, there is still a
gap in the literature of the market entry methods, and it is also used to evaluate the viability
and the applicability of the global strategies in the process of internationalization of the
organizations operating in the emerging and the developing economies to get more prospered
and mature in terms of their economy.
In addition, another key significance of the following study would be to the chosen
country, Pakistan. Since the primary data and information will be collected from the
business specialist from different small coffee shops in the Karachi, therefore, the
recommendations provided to the small coffee can be utilized to enhance upon their existing
globalization factors and thereafter benefit the level of the market entry modes.
1.7. Structure of Study
The study has five chapters.
Chapter 1 gives a contextual background of the study followed by aims and objectives
of the research, along with research problem, significance and rationale. This chapter provides
basic understanding of the topic in hand, what the research was aimed at, what stimulated the
need of research on the issue and how the study can be used as a source in future research.
Chapter 2 offers a wide review of the existing literature and research present on the
topic. The basic themes and issues are addressed coupled with necessary research findings to
shed light on what is already known about the issue and what are the areas for taking up future
research and investigation.
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Chapter 3 comprises of research methodology i.e. research philosophy, research
design with approach, sampling techniques, type of investigation, data collection and analysis
method etc. this chapter also includes the limitations, hypothesis and variables in the study.
Chapter 4 has data analysis with tabular and graphical representation of the data for
facilitating the understanding while discussing the results and its interpretations as against the
literature review and hypothesis. Quantitative as well as qualitative analysis of the results have
been provided under this chapter to provide reader an insight of the research, its findings as
well as the importance of findings.
Finally, Chapter 5 concludes the research with key findings and offers recommendations
and future suggestions for research. This chapter is the core of the whole research and
summarizes the main areas of the research.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It has been found out that firms are increasingly getting involved in international trade
and are highly relying on foreign markets for their survival and expansion. Therefore the
importance of strategic decision pertaining to internationalization is on the rise. At the centre
of any international business strategy lies the choice of which foreign markets to pursue and
the mode of entry for each market. Rapid globalization in the past few decades, increasing
openness to foreign investment and trade arrangements have expanded the challenges as well
as the opportunities for business organizations that intend to grow and diversify their
operations overseas (Buckley et al, 2005). Numerous organizations spend a lot of effort and
time in order to explore and consider opportunities for diversification and growth into new
markets. According to Buckley et al (2005), in the last few decades the idea of
internationalization has grown in many frameworks. Internationalization is a dynamic and
fluid concept which focuses on the growing involvement and interest of business
organizations in international operations. It can also be viewed as a process through which
organizations enhance their mindfulness of both direct and certain indirect (Coviello&
Munro, 1997).
The theories that pertain to internationalization are all intertwined and act as a guide
when considering decisions relating to entry in international and foreign markets. The theory
of internalization assesses the choices and decisions that are made by owners and
management of business organizations (Coviello& Munro, 1997). The idea underpinning this
theory is that rational choices are made when taking business decisions and that management
and business owners can identify factors and options. It is not assumed that the decision
maker will be able to identify all options. According to rational action model the number of
choices is limited to make the model simpler. Rational action model can be very useful in a
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number of international business issues and problems and this includes entry into the foreign
market (Buckley &Casson, 2009).
2.2 Modes of Entering Foreign Market
It is argued that the way of entering into the foreign market can have a substantial influence
on a firm’s international operations (Chung &Enderwick, 2001; Cristina & Esteban, 2002).
The choice of a mode for entering a new market is one of the most critical and important
strategic decision for a business enterprise. As a result it influences future decisions, which
include exit and re-entry, and also has an impact on how well a business performs in the
overseas market. As it is such an important and critical issue the choice of market entry mode
has been a subject of many models and theories which have been developed in order to
explain and comprehend the underlying variables and related phenomena.
It has been noted that firms tend to enter an overseas market by picking from various
options which include joint-ventures, exporting and forming a subsidiary. The mode of
entering a market is influenced by the extent of control and differs from market to market
(Buckley et al., 2002). As a result, if a business is making a decision to enter an overseas
market and faces a great degree of ambiguity it may be appropriate to go for low risk options
in order to stay responsive and flexible. Choosing exports as a means of entering a foreign
market gives flexibility to a business but hinders the collection of information pertaining to
the relevant foreign market (Chung &Enderwick, 2001). On the other hand, joint ventures
allow a firm access aluable information and also to reduce uncertainty and require
commitment of resources to a limited extent. As a result forming joint ventures provides real
options to organizations to cut down their exposure to risk and at the same time provides
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access to local resources and knowledge. They also get an option to expand in the
future (Buckley et al., 2002).
2.2.1 The Stage Model
The stage model has been used to explain the behaviour of overseas market mode.
According to this model, a business internationalizes by following a step by step process
which allows it to make choices that need less commitment and are less risky, like exporting.
The model is of the view that internalization process is the product of gaining experience and
knowledge; to be specific it means market related knowledge. As a firm acquires knowledge
by conducting its operations in a particular market, it commits more to that particular foreign
market. Therefore, as a firm gains more experience and knowledge with the passage of time,
it may move on to entry modes that require higher levels of commitment, like equity based
modes of entry (Pan, Li &Tse, 1999).
2.2.2 Transaction Cost Economics
According to the economic-rational model, decisions that are made in the process of
internationalization reflect the assumption of bounded rationality. According to this
approach, both eclectic paradigm and theory of transaction costs are used in order to explain
and understand decisions pertaining to foreign entry mode (Agarwal&Ramaswami, 1992).
The economics of transaction costs have been used to explain and clarify the overseas
investment activities of foreign firms. In this context research has identified 3 main
transaction costs which are investment, control and asset specificity (Zhao et al., 2004). The
alignment of these 3 transaction cost attributes has yielded better subsidiary performance. In a
recent study it was revealed that the addition of real option variables to the model of
transaction costs greatly enhanced the explanatory power of the model (Brouthers et al.,
2008).
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2.3 Eclectic Paradigm and Market Failures
Researchers have identified 2 kinds of market failures that have an impact on
investment activities and international trade. They can be classified as transactional and
structural market failure. Structural market failure arise from economies of operating on a
large scale, knowledge advantages and some type of governmental involvement that are
linked to the scope and size of MNEs (Li et al., 2005). On the other hand, transactional
market failure stems from inefficiencies in the market which are caused by transactional
doubts and uncertainties. The eclectic paradigm is of the view that world-wide market failure
lay beneath the existence of Multi National Entities. The eclectic method was built in order to
explain and understand overseas investment initiatives by means of ownership related
advantages, advantages related to location and internalization advantages. While ownership
specific advantages can be confined to firm specific capabilities and resources, advantages
specific to location are the productive and institutional variables that are present in a certain
market. The advantages and benefits related to internalization rely on a foreign organization’s
capacity to coordinate and manage activities and operations internally (Dunning, 1997).
According to this theory factors specific to the country are very important. The theory
requires that both country and industry related variables must be taken into account to
determine an effective mode of entry. The model developed by Dunning has been very
responsive in terms of application and gives a context for comprehending the causes of MNE
activities and initiatives like competitive advantage, global strategies and governance.
2.4 Service Businesses
Theories relating to multinational enterprise and foreign direct investment have been
broadened to cover service industries that operate in overseas markets (Boddeywyn et al.,
1986). These include, for example, hotels and management consulting. As the above theories
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have been successful at explaining the globalization of service MNEs, it is argued that no
specific theories for service firms are required. However, it is argued that banking is quite
different when compared to other services because money is a fungible and crucial asset for
any business. In contrast to other investments, the fungible nature of money makes banking
unique.
2.5 Firm’s Knowledge and Market Entry
With respect to knowledge base, researchers have placed on emphasis on the issue
of foreignness and the comprehension of the market reality of the host country. This can be
broadly defined as the knowledge of culture, society, language, politics and economy
(Makino &Delios, 1996). All these factors have an effect on a firm’s entry strategy.
Researchers have noted that there are 3 kinds of market knowledge. These are overseas
institutional knowledge, overseas business knowledge and knowledge of internalization
(Eriksson et al., 1997). Researchers emphasize that accumulation and gathering of these
elements of knowledge is a gradual and ongoing process.
Some researchers focus on step by step acquisition, use and integration of the knowledge of
the overseas country in order to study and understand a firm’s level of commitment in an
overseas market (Johanson and Vahlne, 1977). Researchers have also examined and studied
host country experience and knowledge and found that the diversity and intensity of a
foreign country experience are important at predicting international growth performance
(Lou &Peng, 1999). More recently it has been predicted that economic and cultural market
knowledge will trigger earlier access to the market (Mitra&Golder, 2002).
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2.6 The Timing of Entry
In order to evaluate entry decisions, it is critical to analyse the timing of global growth,
which refers to the timing of various initiatives that are taken by the firm which is on its path
to going global (Gallego et al., 2009). Timing of entry into overseas markets has been widely
studied and academics have examined a variety of variables (O’Grady & Lane, 1996). The
theory of economic development and dependency provides an in-depth understanding of the
underlying patterns and structures that regulate a firm’s decisions relating to international
market entry. It has been held that firms that have been in business for a long time eventually
make a decision to expand into foreign markets. On the other hand, there are other firms who
enter foreign markets in their infancy stage. Entering a foreign market at an appropriate time
is crucial to success (Li et al, 2003).
When a firm decides to enter an overseas market, can have far reaching consequences and
implications in terms of its performance (Tuppura et al., 2008). If the environment of the
host country is favourable to a firm, a firm entering the market early has the chance to
achieve first mover advantage. On the other hand, innovating a strategy for the early entrant
is more risky in most situations. Firms who enter the foreign market late face considerably
less risk and costs as there is risk in terms of access to the market. Researchers have studied
the order of entry and performance in foreign markets. It is argued that entry tends to occur
early into markets that are very attractive. These markets include those that are established,
large and have numerous multinational occupants (Mascarenhas, 1992).
2.9 Foreign Market Entry, Experience and Culture Distance
With an increase in experience, a firm gains more knowledge of a foreign country and
its markets and as a result becomes more confident. Whether a firm has made prior
investments in a particular geographic region, it has an impact on future decisions with
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respect to investment in these regions (Arregle et al., 2013). As a firm gains more experience
with a specific mode of entry it develops relevant capabilities, integration methods and the
skill to learn from its different ventures. It is also noted that firms tend to choose those modes
of entry that they are most familiar with (Helfat and Lieberman, 2002).
Evidence on how experience and learning influence foreign market entry strategies is
quite ambiguous. Researchers have noted that if a firm has more experience and knowledge
of a specific country it is less likely to choose joint ventures over wholly owned subsidiaries
and operations. On the other hand, it has also been noted that experience did not play a
critical role in explaining why firms tend to give preference to joint ventures over wholly
owned subsidiaries. Researchers have also noted that engagement in foreign countries usually
begin with countries that are psychologically close and then covers markets that are
psychologically more remote as a firm gains more knowledge and experience (Arregle et al.,
2013). It has been observed that multinational companies in the US first enter into foreign
markets that are familiar in terms of geography and culture and then make a transition to
markets that are comparatively less familiar.
2.10 Theoretical Frameworks
There are 3 main theoretical frameworks that are used to explain different entry
strategies that are used by firms. Many economists explain and understand entry strategies
through a framework called transaction cost economics (TCE). This method concentrates on
reducing to a minimum contractual problems and issues that firms might face when they
conduct international operations and activities via unaffiliated entities. The selection of entry
modes based on the criteria developed by TCE gives firms the most efficient structures and
strategies (Williamson, 1985). But concentrating entirely on reducing transaction costs may
not always provide the best or optimum decision criteria as it tends to ignore the high revenue
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potential of other entry mode choices (Teece, 2014). TCE approach also makes an
assumption with respect to risk neutrality, which does not take into account the reality that
different managers have different appetite for risk.
Selecting the mode of entry not only depends on contractual issues and problems but also
on the ownership and control of the resources and capabilities that are required to conduct
the international operations. Various kinds of pre-entry capabilities, skills and resources can
have an influence on which foreign markets to enter, the timing of entry and the mode of
entry (Helfat&Leiberman, 2002; Teece, 2014). As an example, a local firm which is
contemplating expansion and growth abroad may be better off if it chooses joint venture or
acquisition rather than developing internal capabilities when it intends to grow
geographically but does not have the requisite knowledge of local markets. On the other
hand, firms which possess pre-entry capabilities and resources may seek to enter a foreign
market in order to gain economies of scope.
2.12 Factors Affecting Mode of Entry Decisions
There are a variety of factors which have an effect on a firm’s entry mode decision.
Foreign markets are considered to be more uncertain and risky when compared to the local
markets. The level of risk facing a firm in a foreign market depends both on the market
setting and also on the company’s method of involvement. In countries where risks are high
firms would tend to limit their resource commitment in the specific sphere and adopt those
modes of entry that have low resource requirements in order to restrict their exposure to the
risks associated with specific countries (Hollensen, 2014).
The size of a country and expected market growth are two important measures that can
have an effect on the entry mode choice. In a larger country firms are more likely to
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establish an owned subsidiary or engage in an owned venture. This is done in order to ensure
control over the operations and provide management with direct contact. In contrast, smaller
markets which cannot be served easily due to geographical limitations may only get little
attention and supplying them through exporting or licensing arrangements may be more
feasible (Hollensen, 2014).
Trade barriers in the form of quotas or tariff imposed on the import of foreign products may
lead to a decision to establish a local production or assembly unit. Local supplier preferences
and trade regulations can also effect the choice of entry. In a country which prefers local
suppliers and national products it may be better to consider a joint venture arrangement with
a local business in order to reduce the foreign image (Albaum&Duerr, 2011). The
environmental variables like socio cultural distance between the local and overseas market
can also have a significant effect on the entry mode choice. This aspect refers to the
differences in cultures, levels of education, business and trade practices and language. As a
result if the home and the foreign country differ significantly in terms of socio cultural
characteristics, a firm will not be comfortable investing a lot in that target country and may
be more inclined to follow low risk entry modes (Hollensen, 2014). Other environmental
variables that can have an impact on the entry mode decision are issues like economic
instability and exchange rate.
Fierce competition in the foreign market can also have an influence on the mode of entry. If
foreign markets are saturated due to high level of competition, they will not be seen as very
profitable and as a result huge amounts of investments will not be seen worthy. In this
situation firms will tend to favor export modes as they do not require huge amount of
resources.
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CHAPTER 3:METHODOLOGY
3.1 Research Philosophy/ Paradigm
The term philosophy refers to the distinctive attributes and logics over contemporary
issues which include considering how the world seems to be from different perspectives. So
the research philosophy is explained in a way that it provides the views and paradigms to
explain several aspects of the research issue. Several philosophies researchers utilized in
their research including positivism, structuralism, post-positivism, interpretivism,
modernism, post-modernism, post-structuralism, pragmatism and critical theory. However,
two mainly used philosophies are positivism and interpretivism(Pettyet al, Thomson, and
Stew, 2012).
Positivism is utilized in current study as research philosophy which suggests that
reality is independent of the observations and personal experiences. It is based on the belief
that reality remains constant for all the observers and the real knowledge can be acquired
only by systematic ways through measurable, empirical and quantifiable data extraction.
Therefore, this philosophy is usually adopted in the qualitative studies.
3.2 Research Approach
Logically, research is based upon two main methods of reasoning which provides the
flow of information used in the research and are known as research approach. These two
main research approaches include deductive and inductive approach. In inductive approach,
the reasoning provided works in such a way that the research starts from specific observations
made by the researcher and moves on to include more and more generalized data and theories
(Gioiaet al, Corley, and Hamilton, 2013)
Deductive approach is implemented in the current study which moves from general
towards specific findings and is also known as ‘top-down’ approach. It includes considering
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theoretical foundations for the study and moves on to narrow it down based upon based
upon the hypothesis which is provided in the initial phase of study (Creswell, 2013).
3.3 Types of Investigation
Investigation of data refers to the inquiry made at the part of researcher in order to
conduct research which is carried out by gathering data. There are three main types of
investigation of data which includes descriptive, explanatory and exploratory investigation
(Study.com, 2016).
This study is based upon explanatory research which is based upon several processes
and various different phenomenon are explained. Furthermore, explanatory research tends to
explain the underlying factors and concludes the study in correspondence to the variables
discussed into the study.
3.4 Research Design
There are two main types of research design which includes qualitative and quantitative
research. Quantitative study is the one which deals with measuring values, amount or
quantity and therefore is categorized as the one which includes quantifiable data. Qualitative
data refers to the one which includes the concerns of qualitative phenomenon of the
happening going around the researcher. Qualitative research is mainly used in social sciences
due to the fact that it involves investigation of human behaviour which is based upon their
experiences of life (Silverman, 2016).
This research is based upon qualitative research due to the fact that primary
qualitative data would provide more in-depth analysis of the research phenomena
and research issue which the study aims to answer it.
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3.5 Research Strategy
Strategy refers to the plans that are prepared and utilized to achieve some mission and
in the similar context research strategy refers to the plan aimed at achieving the research
objectives by using several tools. There are various research strategies including action
research, surveys, interviews and case studies among others (Verschuren, Doorewaard and
Mellion, 2010). This particular study uses interview as research strategy which are aimed at
providing the opinions of concerned persons in order to have a better insight of the
respondents’ understanding of entry strategies. Furthermore, questionnaires are formulated
which are used to be included and used to interview the owners of coffee shops in the
PAKISTAN. These questionnaires serve as a tool to complement research strategy and thus
are in accordance to the research strategy adopted in the particular research.
3.6 Data Collection Method
Data collection is another important dimension of doing research due to the fact
that the entire research process is based on the information available. There are several
methods through which researchers collect the relevant data for their research. There are
two main types of data collection method based upon the nature of data gathered. It
includes primary data collection and secondary data collection.
This study is based on secondary data collection which refers to the one which utilizes
already available data. This data includes all those material which is present as a result of
scholarly articles, journals and published books (Business Dictionary, 2016).
This particular study consists of both primary and secondary data collection methods
which includes interview from owners of small coffee shops in Pakistan, in addition to the
literature review provided.
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3.7 Sampling Method
There are two main types of sampling methods which are used in the process of
sampling, i.e. probability and non-probability (McLeod, 2014).
This study incorporates non-probability sampling method which is opposite to the
probability sampling method. In non-probability, the sample are not chosen in a random
fashion rather, the researcher selects among the given population who would the respondents
be. As shown by the name, non-probability sampling includes no chances of equal
participation of all the respondents due to the fact that the respondents for survey or
interview are always the ones who are pre-chosen by the researcher. The non-probability
sampling method does not denote that it has no representative of society rather it does not
depend upon the justification of probability theory.
3.8 Sampling Technique and Sampling Size
Sampling technique refers to the various strategies that a researcher includes in the
sampling process in view to carry out the sampling easily. In non-probability method of
sampling, the most commonly used sampling technique is the convenience sampling which
is also used in the current study. As shown by the name, convenience sampling involves
selection of respondents on the basis of convenience and ease of researcher (RGS, 2016).
In addition, convenience sampling is also considered when researcher aims to gain
valuable opinion of certain members of the society due to their experiences and association to
the field being under consideration. This is specially considered when the researcher wants to
acquire responses of concerned persons only while omitting rest of the members of society.
This is due to the fact that several issues could only be understood by those people who have
their expertise in the field. Furthermore, sampling size refers to the number of units included
in the sample to be included.
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This study includes only managers of five coffee shops based in Pakistan. These
coffee shops were selected on the basis of the convenience of the researcher according to the
experiences of managers and ease of location to the researcher. These coffee shops are
important as they are part of a large chain and are located in Central Pakistan. Therefore, it
provides the researcher to be more selective in terms of choosing respondents. These
respondents are chosen in the basis of non-probability due to the fact that the managers to
coffee shops in the PAKISTAN are pre-identified by the researcher. Thus the sampling size is
set to be: N=5.
3.9 Data Analysis Plan
This thematic analysis refers to analysis of the literature provided in the study and
helps in making a sense of the provided literature. Furthermore, the relationship shows
between the several variables discussed into the study also tends to be providing an in depth
analysis of the literature, through applying thematic or content analysis. This type of analysis
is used when the gist of the content is to be evaluated and incorporated into the research
process. On the other hand, the study also includes quantitative data by providing the numeric
calculations acquired by the interviews conducted (Vaismoradi, Turunen and Bondas, 2013).
3.10 Accessibility Issues
The accessibility issues for this research include accessing managers and owners of
coffee shops due to their busy schedule. In addition, to interview the managers was a big
accessibility issue. Furthermore, during literature review, researcher faced accessing several
academic journals as well. Searching online material on internet especially the academic
articles was another issue to access the relevant literature. Therefore, the researcher faced
with the accessibility issue in review of the literature.
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3.11 Ethical Considerations
Ethical considerations in this research include the recognition of original author’s
work which is carried out by using proper Harvard referencing style.
3.12 Research Limitations
Researcher faced difficulty to interview managers of small coffee shops due to the fact that
most of the coffee shops based in Pakistan are running huge businesses like New work
Coffee and Butlers Chocolate Cafe. Therefore, it was tough for researcher to find several
coffee shops running on small scales, which was a requirement of the research. financial
limitation was another problem which researcher faced while doing research.
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CHAPTER 4: DISCUSSION AND ANALYISIS
4.1 Introduction
Within majority of the research studies and dissertations that are carried out by academicians
and scholars, globally, the chapter incubating discussion and analysis holds key importance
and sheds a critical oversight upon the relationship between the designated research
variables. In addition, the following chapter also establishes a potent framework upon which
the researcher concluded the entire research and was able to provide apt recommendations to
the selected case study.
4.2 Thematic Analysis
4.2.1 Importance for an Organization to Grow Globally
According to an observation presented by Albaum and Duerr (2011), the business
environment has grown significantly and is presently transcending all physical boundaries
and borders.. The concept of globalization has now become an important phenomenon for
any organization in order to improve the profitability of the firm including the image of the
company. Through interview analysis it was found out that globalization is undoubtedly an
important strategy for the organization but on the other hand, it is a complex and crucial
process which brings a great challenge for the company that is interested in global operations.
By expanding their operational horizons, organizations are not only able to cater to new
customer segments but can also benefit from economies of scale depending upon the market
dynamics of the international region. Hollensen (2014) supported this viewpoint by stating
that the notion of competition also plays a vital part in determining whether or not
organizations undertake expansion decisions or not. According to Kotabe-Masaaki and
Helsen-Kristiaan (2010) competition level throughout the world have increased and
subsequently reduced the domestic market penetration ability of organizations, an aspect
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which has reduced the revenue generating ability of the firms. Thus, in order to circumvent
around the following obstacle, a high percentage of organizations are venturing into foreign
developing market, which offer high profit margins, lower cost of production and an
incremental consumer base to target.
In contention with the assessments obtained from the secondary data analysis, the
respondents produced similar sentiments when inquired about the importance and necessity
for an organization to grow globally. As interviewee 4 narrated, “Venturing in to
PAKISTAN’s Coffee Shop market has been a very prosperous decision for us because it has
allowed u to cater to a diversified group of customers, who prefer to drink high quality
coffee, thus allowing us to increase our profit margins.”
Having to operate in an already developing market has allowed the coffee shops, who were
selected for the following study, to obtain desire economic and operational resources with
ease. Amongst the respondents, interviewee 2, echoed the following believes by stating that,
“PAKISTAN’s coffee shop market is considered to be highly developing, a factor which has
eased the transition phase for international coffee shops like ours and allowed to us to
spend less on the marketing aspect and more on the services that we provide”
4.2.2 Different Entry Strategies to enter a Developing market
According to the views expressed by interviewee 1, “When expanding into the
PAKISTAN market, the management of the Coffee Shop opted for the market entry
method of Franchising, since it allowed us to ensure all the necessary SOPs were met and
did not require incremental amount of capital investment”
Further assessment of the collected primary data revealed that franchising was the desired
market entry strategy of two other international coffees shops that were under study. When
further inquired about their decision to select franchising as their primary market entry
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method, the respondent highlighted that they due to the element of managerial control,
franchising was the appropriate option. However, one the respondent who was interviewed
highlighted that in addition to franchising, licensing can also be utilized as an appropriate
method to enter a developing market, like the Coffee Shop sector in PAKISTAN. Moreover,
according to interviewee 5, “Licensing is a more feasible market entry strategies since it
involves a limited number of due diligence process and allows the management to undertake
an expansion decision in a more swift and timely manner”
Aligning the following primary analysis with the literature that was reviewed within chapter
2, certain similarities can be assessed. According to Murray, Ju and Gao (2012, p.52) the
market entry of strategy of Franchising contemplates upon an agreement between two
independent firms, where the franchisor has the right to sell the products and services of the
franchise and to use its trademark for a given period of time. The franchisor can lease its
brand name; provide marketing-related assistance and training to the franchisee. In addition,
according to Teece (2014, p.22) the concept of Franchising has separate benefits to the
franchisee and franchisor and allows the franchisor to exert significant amount of control
over the operations of the franchisee and ensure that all the services are up to the required
standards. In addition, as narrated by Vaismoradi, Turunen and Bondas (2013, p.401) the
franchisor does not need to be physically present in the selected foreign country to make the
business venture operational, thus allowing more flexibility to the franchisor to carry out their
business plans.
Similarly, in the words of Verschuren, Doorewaard and Mellion (2010) the paradigm
of licensing highlights a type of contractual entry mode where the firm (the Licensor) offers
some financial assets to the licensee in the foreign country in exchange for payment fees.
According to Sikimic, Frattini and Chiesa (2013) licensing is logistically a more feasible
option than franchising and involves comparatively less paperwork, making it a time
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effective and competent market entry mode, especially when venturing into
developing markets.
4.2.3 Benefits of Entering a Developing market
According to Hoskisson et al. (2013, p.297) there are numerous benefits that can be
harvested by organizations and businesses alike through the decision of a entering a new
developing market. As augmented by Knight (2015, p.46) one of the first and foremost
benefits of entering a new and developing market is the ease of access to capital resources
and revenues. Usually when entering a new market, firms are required to bring in their own
capital resources and the import duties imposed on the capital acquisitions that could have an
adverse impact on the cash flow structure of the firm. Thus, developing markets are usually
backed by sound financial institutions and generally have the necessary equipment available
in the domestic industries, thereby reducing the set up cost for a newly entered firm
(Schlegelmilch, 2016, p.44). In triangulation with the primary data that was collected,
majority of the coffee shops managers, who were interviewed expressed similar opinion.
According to one of the respondent, “Operating in a developing foreign market like
Pakistan, acquisition of capital resources and equipments has been very easy. Before
inaugurating the Coffee Shop we were approached by different business angels and venture
capitalists firms who were willing to invest in our business, without any down payment of
interest surcharge”
In addition, another relative benefit that can be obtained by entering developing or new
markets is that of lower cost of production or economies of scale. Economies of Scale can be
defined as a concept where manufacturers experience certain favourable external situations,
situation which can reduce the average production cost for a firm, allowing it to earn a higher
profit margin. As documented by Khanna and Palepu (2013) economies of scale vary from
one another and can occur in different aspects, depending upon the organizations of the firm
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and the market schematics in which the organization is operating in. Even though most of
the coffee shop managers stated that they did not benefit significantly from the notion of
economies of scale, one of the respondents, however, expressed a contrasting opinion.
According to Interviewee 3, “Ever since we started operating in PAKISTAN we benefited
from managerial economies of scale because the labour here is technically gifted and hence
we were able to hire fewer workers but were still able to achieve results in excess of our
optimal production and serving standards”
4.2.4 Challenges faced by Coffee Shops after Entering a Developing market
Even though the benefits of operating in a developing market outweigh the subsequent
challenges, the respondents who were surveyed did outline few imminent challenges that they
faced. As one of the interviewee stated that, “After entering the PAKISTAN Coffee Shop
market, one of the foremost challenges that we faced was regarding the difference in cultural
activities and business dealings”
Furthermore, the respondents were also of the opinion that the method of conducting
business in Pakistan, PAKISTAN differed significantly from their domestic regions.
According to the managers rules and regulations for business transactions were much more
stringent and thorough in PAKISTAN as compared to their domestic environment and the
penalties imposed on rule breaking were more severe. From a theoretical viewpoint, many
different scholars have expressed their concern pertaining to the change in cultural
environment and its impact on the operations of a firm that is a new venture. According to
Laufs and Schwens (2014, p,112) difference in cultural practices and norms, new firms can
find it difficult to sustain their presence in a foreign market, and acting against the cultural
precedence can lead to a fall in sales and poor brand image.
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In addition to cultural differences, the interviewees also stated that, rapidly changing
consumer preferences in developing market was also a key challenge that international
organizations faced. As highlighted by interviewee 2, “Being part of PAKISTAN’s Coffee
Shop we are always aware of changing consumer preferences due to the incorporation and
influence of various external factors impacting the decision making abilities of the
consumers. Similar critical assessments were presented by Hassan and Gioeli (2014, p.311)
as research indicated that in developing markets or economies consumers tend to have
sufficient information regarding the availability of goods and services they wish to purchase.
Therefore, in such a dynamic consumer market, maintaining customer loyalty could be a
troublesome task since consumers are constantly looking to change their brand preference in
order to undertake the best possible purchase decision.
4.3 Discussion
4.3.1 Factors forcing a company to enter an already developing market.
According to Sikimic,Frattini and Chiesa(2013) there are multiple different factors that can
lead an organization enter an already developing market and one of them is the increase in
competition within the domestic market. As opined by Khanna and Palepu (2013) increase
in the competition levels can saturate an existing market, limiting the percentage of market
share dominated by a single firm and thereby reducing the profit margins of the corporate
entity. One possible solution to such a predicament is expanding within international
markets, and as expressed by Knight (2015, p.46) venturing into new firms can allow the
organization to target a new set of target customers and thus ensure that profit margins are
not diluted or compromised by increasing competitive levels.
Another key reason which can promulgate established firms to look for pasture and
sustenance in foreign market is the ideology of lower cost of production or operation.
Each
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country or geographic region has its own set of unique rules and regulations and under certain
circumstances, operating in a new market can be more cost effective (Schlegelmilch, 2016,
p.44). As Hoskissonet al. (2013, p.297) further denoted that lower cost of production can
have a dual impact, while on one hand it will allow the firm to increase their profit
margins, lower of cost of production will also allow the organization to reduce or eliminate
their competitors since the firm can charge a lower price without compromising on profits
or quality.
Most of the respondents agreed to the findings from the secondary literature analysis and
highlighted that one of their primary motive to operate in Pakistan, PAKISTAN was in allure
of greater profit margins and to benefit from a larger pool of prospective customers.
Furthermore, economies of scale and a lower cost of production was also cited as a secondary
expansion reason, though most of the managers opined that high rental and taxation charges
rendered the chances of economies of scale obsolete.
4.3.2 Challenges faced by the small firms in the coffee industry to start their business in the
developing markets.
Most of the smaller organizations that venture into new and developing market are faced
with certain key limitations and challenges which are necessary to be overcome in or order
to attain success. According to Kotabe-Masaaki and Helsen-Kristiaan (2010) cultural
differences and contrasting principles upon which business transactions are carried out is one
of the foremost challenges that all new firms face during their introductory stage in a
developing market. Shedding additional light on the following aspect, Arregle et al. (2013,
p.912)highlighted that international business markets vary from one another based on their
cultural and for new firm to assimilate with cultural norms is not only essential but a
difficult process. The following of cultural cohesion was also highlighted by all the
respondents who
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were interviewed. The international coffee shop managers opined that PAKISTAN’ business
rules and regulations were very rigid and the penalty levied upon offenders was substantial.
This reduced the element of flexibility from the international coffee shops in Pakistan, and
most of the managers had to content with similar USPs and differentiation policies.
Another key challenge that was highlighted by the respondents was the constantly changing
consumer preferences. According to the managers surveyed, consumers in PAKISTAN are
influenced by different external factors and therefore, their needs and wants are ever
changing and dynamic. Thus, during the preliminary phases, the international coffee shop
managers found it difficult to cater to the demands of the customers due to the differences
in their preferences and the diversity of their needs.
4.3.3 Factors which Contribute towards the Entry Mode selection for Small Firms
As mentioned by Sikimic, Frattini and Chiesa (2013) there are different set of factors
and outliers that can have a subsequent impact on the decision making ability of an
organization regarding the selection of an appropriate market entry strategy. Due to the high
risk factor associated, internalization organizations must be careful regarding the factors that
explore and expound upon before arriving at a formidable solution (Vaismoradi, Turunenand
Bondas, 2013, p.401). According to Knight (2015, p.46) the propensity for an economy to
grow in the future is a key factor which organizations, big or small, contemplate upon before
making their decision to expand their business operations. In addition, quotas and trade
barriers are also a key factor which can determine which market entry strategy should an
organization consider.
According to Hassan and Gioeli (2014, p.311) in countries or region where the cost
of production is high, contractual manufacturing is the best possible market entry strategy
since
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the domestic partners will be aware of the legal predicaments and would be able to
better negotiate with trade unions and employers associations.
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CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS
5.1 Conclusion
The main aim of this research was to identify the various factors that cause a company to
enter into overseas markets which are already developing including the factors that influence
the mode of entry into these markets and the challenges that small firms in the coffee
industry face when starting their business in the developing markets. These were the key
objectives that were set forth by the researcher on which the current research study was
based. The research explores the concept of overseas market entry and has identified
numerous modes of entering international markets which are used globally. Besides giving an
international and theoretical perspective, the research also made an analysis and examination
of different methods of market entry along with the success of those methods that are used by
companies in the Pakistan After the recession PAKISTAN has come out stronger than before
and the number of foreign businesses and companies that are entering the country have
escalated.
Using primary as well as secondary method of data collection, the researcher gathered
sufficient information and concluded that some of the preferable modes of market entry for a
coffee shop in PAKISTAN include franchising, licencing, exporting, contract manufacturing
and joint ventures. Among these methods franchising and licencing stand out as the most
suitable methods of entering the PAKISTAN coffee shop market.
5.1.1 Today’s Business Environment and Globalization
It has been found out that business organizations operate in environments that are in a state
of constant change in terms of product types, technologies and customer behaviour and
attitudes. With every passing day the environment is becoming more complex, risky and
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challenging. This century is heralded as the era of globalization. With the study of
globalization getting a lot of attention, the modes of entry into overseas markets are being
studied extensively by scholars and academic alike. There is a plethora of studies and theories
which play a key role in identifying the important variables, dimensions and frameworks that
are needed to fill the gap in the decision pertaining to a particular choice of entry to the
international market. There are various means of entering international markets which
include exporting, licencing, franchising, contract manufacturing and establishing
multinational companies.
5.1.2 Reasons for Entering Foreign Markets
Companies enter into international markets for a variety of reasons. The main reason is to
increase sales. According to (Albaum and Duerr , 2011), there is an increase in globalisation
of the businesses as businesses invest in foreign markets and make trade arrangements to
explore more opportunities. If a firm has a novel and unique product or enjoys a
technological advantage which is not available to its competitors in the international market,
then this can translate into an excellent opportunity to boost sales. Another important reason
why firms seek global expansion is to reduce their vulnerability to seasonal and economic
downturns and fluctuations in the economy. Economies of scale are also an important reason
why companies pursue international expansion. Exporting is a great way of expanding the
company with products and services that are globally accepted. Internationalization,
especially in the manufacturing industry, can assist companies in achieving economies of
scale. Sometimes a company enters into foreign markets not solely for financial purposes, but
to study and learn different aspects of international markets like consumer behaviour.
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5.1.3 Challenges Faced in Developing markets
There are several challenges that small businesses face in the developing markets in the
coffee industry. As stated by Baker (2003), foreign markets are considered to be more
uncertain and risky when compared to the local markets. The first is the identification of a
genuine market need. The key to succeeding in business is to offer products that consumers
are compelled to purchase and it can be tough to identify the needs of a huge number of
customers in an overseas country. The other issue that small companies may face relates to
the cultural nuances. Consumers are induced to buy products through the use of marketing
messages and advertisements. Commercial advertisements often use humour to attract the
consumer’s attention; but what is considered funny in one culture may be deemed offensive
in another culture. As a result producing effective marketing messages requires a
comprehensive understanding of the foreign country’s culture, custom and even religious
notions and ideas. The factors that drive customers to purchase products and services vary
from one country to another. Moreover, management of small companies can face several
hindrances to effective communication which go beyond the obvious and apparent difference
in language. The pace of negotiation can be different in different countries. In some countries
the process of negotiation is fast while in others emphasis is given to developing
relationships before a deal is given serious thought. As another example people foreign
countries may give more importance to things like facial expressions instead of just focusing
on the words that are being said.
5.1.4 Franchising as an Entry Strategy
Many coffee houses are using franchising as the mode of entering overseas markets.
Franchising has made a huge contribution in the PAKISTAN economy.
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This success in franchising can be ascribed to the willingness of entrepreneurs and companies
in the PAKISTAN to welcome foreign brand names in the country.
Franchising is the most feasible method of entry as it enables businesses to find talented
individuals to handle and manage their locations and also provides them an incentive to work
harder (Harzing, 2002). In most cases qualified people have a preference for investing in
running a business in exchange for dividends and profits instead of working as a salaried
employee. This makes franchising a really good option for entering a new market.
Franchising as a mode of entering overseas markets is an excellent way of obtaining
expansion capital because franchisees make payments for the purchase of shops and outlets.
This eases the expansion process as the company does not have to tap into its own capital
resources. Another upside to franchising is that it enables companies to earn high returns for a
low level of risk. Instead of acquiring its own outlets, when a company franchises it puts less
of a strain on the company’s cash resources. If the company has a good business model it can
make huge earnings in the form of royalties. Another benefit of franchising is that it enables
the business to grow at a very fast pace. The choice of a mode for entering a new market is
one of the most critical and important strategic decision for a business enterprise. Due to this
issue influences of future decisions, which include exit and re-entry, and also has an impact
on how well a business performs in the overseas market (Pan and David, 2000).
Contract manufacturing and joint ventures have also been important strategies for
entering overseas markets. PAKISTAN benefits from being a partner of the China in the
form of reduced imports and exports cost and also enjoy the benefits that are offered by free
trade.
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As a result, average production cost in the PAKISTAN is significantly less as the process of
importing raw materials in the country is quite easy(Hernández and Nieto, 2015).
On the basis of the literature review, the researcher identified a set of possible factors that
affect the mode of entry decision. After that the researcher collected data from different
sources. With respect to the factors that influence entry method decisions, the researcher
obtained several findings. A number of factors have an influence on the entry decision that is
chosen by a firm to enter a particular market. These factors include factors that are both
internal and external to the environment of organization. Internal factors that affect coffee
companies include culture distance, intensity of competition in the industry, and market
potential. In contrast external factors include characteristic of the foreign country, risk
appetite of management, speed and commitment of resources. Both internal and external
factors are of relevance in the entry decisions, but often the external factors play a more
decisive role in developing the international strategy of a business.
5.2 Recommendations
Keeping in mind the aims and objectives of the research study, the researcher derived the
recommendations which are discussed below. These set of recommendations will enable
coffee shops, who are about to enter the PAKISTAN market, make a reasonable decision in
selecting the suitable strategy for entering into the PAKISTAN coffee market.

Based on the review of the literature and the analysis of the answers of the respondents
it is recommended that franchising should be used as a method to enter the PAKISTAN
coffee shop market.
 Factors that helps a company to enter an already developing market-After a
careful analysis of various research studies that were published by prior academics
and writers and aligning the findings with the published material of various authors
and
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scholars, the researcher reached a conclusion that culture plays an important role in the
decision pertaining to market entry strategythat a firm chooses. As a result, for a prospective
coffee house which intends to establish its presence in the PAKISTAN’s coffee house
industry, it must gain a comprehensive understanding of the character traits of the customers
in the particular area and based on the cultural features and preferences of that particular
place choose and implement an appropriate entry strategy.
 Identification of challenges faced by the small firms in the coffee industry to start their
business in the developing markets-In addition, based on the analysis it was revealed that
entry decisions are a costlyprocess, and if theyare not conducted in an appropriate manner,
the firm will be wastingits resources and would also jeopardize its capital investment. As a
result before making this crucial decision, companies should conduct a cost benefit analysis
of various methods of entry in the overseas market and should base its decision on the
outcome of this analysis. It should be kept in mind that in some cases the most expensive
and elaborate strategyfor entering international markets may not be the most ideal in
particular circumstances and more simpler approaches such as exporting could achieve
better results.
 Factors which contribute towards the entry mode selection for small firms in the coffee
industry to start their business in the developing markets-prospective businesses intending to
expand into the PAKISTAN market should also make a thorough evaluation of the strategies
that their competitors have used in setting up their presence in the foreign country. By
following this course of action international companies and firms can make an informed
evaluation of the success of various market entry strategies and with the benefit of hindsight
can take a reasonable and well informed decision.
Page 41

5.3 Future Implications
With respect to future implications, this research study has provided both strategic and
operational recommendations which are important and will go a long way in helping
international companies evaluate numerous factors that need to be taken into account when
entering new markets in foreign countries, in this case PAKISTAN’s coffee shop market.
Moreover, this research paper adds a sufficient body of credible and reliable information and
knowledge to the already extant literature on the several issues and challenges that
international companies face when they make a market entry decision.
On account of the aforementioned reasons international companies will have to face fewer
challenges when making entry decisions and as a result their efficiency and productivity will
be greatly enhanced. In addition, future researchers can use this research study as a
foundation and conduct further research studies which make an evaluation and analysis of
various other factors and variables that are connected with the important decision of choosing
a market entry strategy. The current research paper, on account of the convenience of the
researcher, used a qualitative research design and used both primary data in the form of
interview questions and secondary data. However, future researchers can alter the
methodology of the research and undertake a quantitative design of research. With the use of
primary data with a quantitative research design, future researchers will be able to include a
greater number of respondents and as a result will be able to increase the generalizability of
the research study.
5.4 Practical Implications and Contributions
The findings and conclusions derived from the research and its contributions are mostly
focused on theoretical aspects. In the final sentences, the authors find it important to
highlight some important practical implications and contributions to the future practitioners
Page 42

conducting research on the same topic. Although this study was conducted in the context of
coffee houses in Pakistan the results of this study can be extended to other businesses as well
as this study covers and analyses a range of factors that affect entry strategies into overseas
markets. Moreover the findings of this study can be applied in the context of other countries
and regions and are not restricted to Pakistan. The practical implication is necessary for
managers regarding decision making of entry modes keeping in view the factors to reduce
risk associated with entry mode selection. Furthermore, this thesis will educate students in
Universities to realise how important are the entry methods for business expansion and what
they require adopting an appropriate international strategy to work in foreign markets.
Universities can start a separate course on teaching entry modes in the international market as
students are more entrepreneurship oriented rather than job oriented which will eventually
help them in their near future. Most of the start-ups are from student’s side who do not want
to rely on temporary and unpredictable jobs; therefore, they start their own business to be
their boss.
Being the manager of a coffee shop, I would advise to first conduct a feasibility analysis of
the market of the PAKISTAN and understand the coffee consumption trends of the people
in the PAKISTAN. Since, in the PAKISTAN coffee is consumed early in the morning so
strategies should be formulated according to the consumption patterns of the people in the
PAKISTAN.
Page 43

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Appendix A: Interview Questions
1. With respect to the notion of globalization, how important it is for an organization to
expand their operations globally?
2. In terms of increasing competition is it ideal for an organization to undertake international
growth strategies?
3. In your opinion what are some of the key factors that would lead an organization to enter
an already developing market?
4. What are some of the challenges that smaller firms and businesses face while entering into
5. In contention with your experience, what are some of the key market entry strategies that
could be used to venture into a developing market?
6. In your point of view, what are some of the key advantages and disadvantages of entering
7. Within the Coffee industry, what challenges did you experience, after entering an already
developing market?
8. As a manager of an international Coffee Shop, what factors did you consider in order to
select an appropriate market entry strategy?
9. What advice would you give to prospective managers of international coffee shops in order
to aid their transition during the entry process within an already developing market?
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Identifying Entry Strategies into Developing Markets

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