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A company encounters assorted motives and challenges when come ining emerging markets such as India. There are assorted issues that need to be taken into consideration for the successful result of such a venture.

To emphasis on the above impression, the eating house industry has been selected. It is a turning industry in India, supplying plentifulness of growing chances for international companies that wish to capture a portion in the market. The planetary economic lag, adversely affected the UK nutrient industry, though the Indian nutrient industry remained unaffected.

An organisation decides the entry manner that offers the highest risk-adjusted return on Investings. Harmonizing to John Dunning ‘s Eclectic Framework, a house decides on its market entry manners based on the Firm Specific Advantages, Location Advantages and Internalization Advantages.

When a company expands its operations to a different state, it has to confront assorted challenges which can be analyzed with the aid of PESTEL analysis and the focal point over here will be on the cultural issues faced by a eating house, when it tries to spread out farther.

Therefore there are assorted issues such as the industrial construction in India or the entry barriers that need to be covered if a house decides to spread out internationally and peculiarly in India.


This research proposal is being written with the purpose of understanding the challenges faced by a planetary eating house seeking to spread out its skylines further ; an probe on the instance of India. The cardinal points that will be covered in the thesis are as follows: –

A comparing between the eating house sector of the two states and the ground behind choosing India as the state for enlargement would be stated.

The issues and challenges faced by the eating house when come ining a new emerging market like India.

The different barriers such as the political, economic, socio-cultural, proficient, environmental and assorted legal challenges faced by the eating house in the host state, with an in-depth analysis on the cultural barriers.

Schemes to get the better of the barriers faced by a eating house while come ining a new state.

Practical Deductions for the directors of the eating houses.


International concern

“ International concern is all commercial minutess – private and governmental- between two states or more ” ( Daniels, Radebaugh and Sullivan, 2005, p 37 ) . These minutess include gross revenues, investings and transit. Private companies carry out such minutess for net incomes whereas authorities may or may non transport out such minutess for net incomes.

Internationalization can be defined as “ the procedure of increasing engagement in international operations ” ( Buckley and Ghauri,1999, p 84 ) .


The Internationalisation Process of Firms

The development of administrations through acquisition, integrating, the usage of cognition about planetary markets and operations, and increasing committednesss to foreign markets constitute the internationalization procedure ( Johanson & A ; Vahlne, 1977 ) . This procedure can be explained with the aid of the innovation-adoption divine internationalization theoretical accounts ( Andersen 1993 ; Bikey and Tease,1997 ; Cavusgil, 1980 ) and the Uppsala procedure theoretical account ( Johanson and Vahlne1998,1990 ; Johanson and Wiedersheim Paul,1975 ; Welch and Luostarinen, 1998 ) . These two theoretical accounts are based on a behavioral attack where internationalization is seen as a procedure. The U-model is a dynamic theoretical account based on the acquisition theory whereas the I-model explains the internationalization procedure as a step-by-step development ( Andersen, 1992 ) .

Uppsala Model

The Uppsala Model has given accent to acquisition, for illustration the internationalization procedure of a house could be a smoother procedure for it, if it was familiar with the foreign states national-culture. Harmonizing to this theoretical account houses bit by bit increase their foreign engagement taking consecutive stairss which can be classified as followers: –

Phase 1: No regular export activities.

Phase 2: Export via independent agents.

Phase 3: Constitution of an abroad gross revenues subordinate.

Phase 4: Abroad production units ( Johanson & A ; Paul, 1975 ) .

The U-Model has besides spoken about psychic distance ( Grady and Lane, 1996 ) . A company will spread out to distant states merely after set uping itself in more proximate states ( Hadjikhani, 1997 ) .

A dynamic theoretical account was formulated by Johanson and Vahlne ( 1977 ) to further explicate the stairss of internationalization. In this theoretical account the result of one rhythm of events or provinces constituted the input of the following. The province facets are the resource and market committedness towards the foreign state, whereas the alteration facets are the determinations towards committednesss of resources and public presentation of current concern activities ( Eriksson, et Al, 1997 ) . The theoretical account is based on an premise that market cognition and commitment influence committedness determinations and present determinations which in bend alteration market cognition and market committedness. In short it meant that increased market cognition will take to increased market committedness and frailty versa ( Forsgren, 2000 ) .

Innovation-Related Internationalisation Models

In these theoretical accounts internationalization determination is seen as an invention for the house ( Fillis, 2001 ) . In these theoretical accounts, assorted phases of internationalization are mentioned which must be followed consecutive. The high degree phases indicate more involvement and experience than the lower degree phases and frailty versa. The theoretical accounts have emphasised on the categorization of the development into phases, instead than concentrating on how houses move from one phase to another ( Andersen, 1992 ) .

Though the above theoretical accounts have helped us understand the internationalization procedure, they are non free from unfavorable judgment. The intent of the theoretical accounts is obscure, the comparing between the theoretical and operational degree is ill-defined and the matter-of-fact design must be adapted to the theoretical theoretical account ( Andersen, 1992 ) .

Tormenting ‘s Eclectic Model

Agarwal and Ramaswami ( 1992, pp.3 ) province, “ a house is expected to take the entry manner that offers the highest risk-adjusted return on investing. ” John Dunning ‘s Eclectic Framework was formed to understand how international corporations decide on their specific international entry manners.

Harmonizing to Dunning, the specific entry manner is selected on the footing of three criterias which are ownership or house specific advantages, location advantages and internalization advantages. ( Brouthers, et Al, 1999 )

Ownership Advantages or house specific advantages refer to advantages derived from inter house minutess, control issues. Location Advantages refer to resource committedness issues, the handiness and cost of resources. Internalization advantage is concerned with cut downing dealing and coordination costs ( Tormenting 1993, 1995 ; Dunning and McQueen, 1982 ) . “ These three sets of variables influence a house ‘s entry manner determination by impacting direction ‘s perceptual experience of plus power ( ownership advantage ) , market attraction ( location specific advantage ) , and costs of integrating ( internalisation advantage ) ” , ( Agarwal and Ramaswami, 1992 ) . Therefore if a house derives advantages from OLI, so harmonizing to Dunning ‘s theory the administration will choose for an incorporate manner of entry.

The restrictions of the theory are that it is non a dynamic theory as it neglects the factors and concern environment around the determination shaper and rivals. The theory holds true merely in the instance of big houses and companies are internationalizing irrespective of the benefits of the three variables ( Dunning, 1987 ) .


Entry Schemes for International Markets

Wind and Perlmutter ( 1977 ) have recognized entry manners as “ frontier issue ” in international selling as they have a big influence on the public presentation of international companies.

All companies need to develop entry schemes which will give them a competitory border and assist them last in the planetary market. These schemes should unite the aims, ends, resources and policies of the administration so that it is able to prolong itself in the planetary market in the long tally ( Root, 1984, p2 ) .

The Hierarchical Model of Market Entry Modes

“ A natural hierarchy issues among the assorted manners of entry ” as suggested by Kumar and Subramaniam ( 1997 ) . Harmonizing to Chu and Anderson, 1992, the manner of entry displacements from exports to entirely owned subordinates with the addition in resource committedness, control, hazard exposure, and net income potency.

Market entry manners can loosely be classified into equity and non-equity based. In the 2nd degree, equity manners can now be divided into entirely owned operations and equity joint ventures ( EJVs ) , whereas non equity manners can be divided into contractual understandings and exports.

The Hierarchical Model is attractive due to two grounds. First, the directors of a company have partial analytic ability ( Simon, 1955 ) . They frequently decompose a complex determination into a hierarchal procedure and follow a little set of critical variables to supervise at each degree ” ( Steinbruner, 1974 ) . Second, “ the hierarchal procedure is suited for entry pick determination because of the dramatic differences that exist among assorted entry manners and among the standards of pick at each degree ” ( Gatignon and Anderson, 1988 ) .


We define a franchise understanding as one lasting for a definite or indefinite period of clip in which the proprietor of a protected trade-mark grants to another individual or house, for some consideration, the right to run under this hallmark for the intent of bring forthing or administering a merchandise or service ( Caves et al, 1976 ) .

Franchising has a important part to international growing and enlargement. The separating characteristics of international franchising in comparing to domestic franchising are distance direction, cultural adaptability, host state policy rating and exchange rate direction. ( Lindquist, 1996 )


PESTEL Analysis

Environmental factors affect the public presentation of an administration, therefore it becomes of import to analyze them, so that the extent of their impact on the houses activities can be known ( Analoui, et Al, 2003 ) . PESTEL analysis refers to the alterations that have occurred or are likely to happen in the political, economic, socio-cultural, technological, environmental and legal factors that affect the successful operation of an endeavor in a state ( Worthington et al, 2006 ) . When a company expands farther it must make a thorough PEST analysis, to do certain that the company ‘s schemes are non negatively affected by the state ‘s environmental issues.


The advantages of internationalization do non come free of cost, when houses enter a new state they have to set to the national civilization of the foreign state. ( Barkema, Bell and Pennings, 1996 ) .

Schein ( 1985 ) defines “ civilization as the shared values, patterns, and beliefs of the people in the administration ” ( Dermott and Dell, 2001 ) . When a house goes international it must be able to incorporate its organizational civilization with the national civilization of the host state to be successful at that place ( Mwaura et al, 1998 ) .

Cross-cultural barriers can do hinderance to a house seeking to internationalize. Get the better ofing these barriers help the administration attain more “ intimacy ” to the market ( Swift, 1998 ) .

Hofstede ( 1980, 1991 ) and the Schwartz ( 1994, 1997 ) are two models which help understand cross-national civilizations. Hofstede ‘s Cultural typology high spots the differences between states based on certain cultural dimensions. These dimensions can be categorised into Power Distance, Uncertainty Avoidance, Individualism/Collectivism and Masculinity/Femininity ( Keegan, 2008 ) . On the other manus Schwartz model is characterized by social issues and ways of get the better ofing them through certain cultural versions, taking to seven national-cultural spheres. ( Steenkamp, 2001 )

In 1991, Robert J. House formulated the Globe Study, where national and organizational civilization was highlighted and Hofstede ‘s dimensions were extended to 18 ( Hofstede, 2006 ) . The Globe Project highlighted the inter-relationship between the houses civilization, houses leading and socio-culture ( House et al, 2002 ) .

Restaurant Industry

The Service sector based United Kingdom where eating houses are a major beginning to its economic wealth is come uping a worsening tendency. From the lag in the economic system ( fastening consumer recognition, falling house monetary values and lifting unemployment ) to factors like recession are impacting the outgo or buying power of the consumer, therefore impacting the nutrient market adversely. Merely the fast nutrient, takeout and self-service sectors of the market are profiting under these turbulencies.

Whereas India ‘s dining economic system with a diversified scope of civilizations and culinary arts is demoing a higher appetency in the nutrient sector. With the high turning population and appetency for assorted gastronomical delectations of the large consumer base, the lifting outgo power and accordingly the changing construction of the Indian life style has taken the market to a large spring in front. The Large Tourism Industry which accounts for an 18 % of national wealth pushes the demand for assortments of regional and international nutrient. Besides India is youth oriented so there is great focal point on societal life which consequences in consumer nutrient service.

Apart from the increasing growing rate of 4.5 % and a great portion in the universe nutrient market, India has a big rural sector which has yet non been exploited by the nutrient market. In the development India, these rural sectors are large hereafter chances for the nutrient market and for future enlargement. Hence, any investing from the UK into India will non merely allow the concatenation aid set up itself in the state but provide an chance for it to turn bigger and bigger.


The specific inquiries that we focus in the thesis are

How does civilization go a barrier to a company, which is seeking to spread out farther to India?

What strategies can be applied to get the better of these cultural barriers while come ining a new market?


“ Selling Research is a cardinal component within the entire field of marketing information. It links the consumer, client and public to the seller through information which is used to place and specify selling chances and jobs ; to bring forth, refine and measure selling actions ; and to better apprehension of selling as a procedure and of the ways in which specific selling activities can be made more effectual ” ( ESOMAR ) .

Research can be carried out in three ways. They can either be explanatory, conclusive or descriptive. The research carried on in this undertaking is descriptive. Descriptive Research is a type of conclusive research that has its major objective the description of something, normally market features or maps ( Malhotra & A ; Birks, 2003, p 65 ) .

The research methodological analysis used for this survey will be the Case Study Methodology which is a Qualitative Research Technique. Quantitative Research Techniques are non applicable for my thesis as the informations collected does non affect Numberss or statistics. Sinkovics, et Al. 2008 justly suggests that, “ Qualitative Methodologies can assist to happen significance behind the Numberss, provide flexibleness without necessitating big samples and offer a clear and holistic position of the context ” .

Yin ( 2009 ) suggests that the instance survey method is most utile when the inquiries explain some present circumstance and necessitate “ in-depth ” description of phenomenon. In the present research a good known eating house will be taken up, to understand the procedure of internationalization.

The chief conditions for the usage of instance methodological analysis in research as suggested by Yin are as follows:

When inquiries in the research focal point on why and how a phenomenon occurs

When the research worker merely states the facts that have taken topographic point over clip through interviews and observations

The high spot of the research does non lie on historical events but modern-day events.

In my research these conditions are fulfilled and therefore the instance methodological analysis is the most appropriate research methodological analysis for the present survey. It will assist me concentrate on one eating house and to make an in-depth analysis on it. Thus a generalizing decision about all eating houses with similar motivations will be achieved.

The instance survey methodological analysis can farther be analysed with the aid of primary and secondary informations.

Primary informations refers to the information which is collected by the research worker in order to work out specific research jobs ( Aaker, et Al, 1998 ) . In the instance survey method, primary informations will be collected by carry oning personal interviews of the directors of the selected eating house.

A personal Interview is an unstructured direct interview in which a individual respondent is probed by a extremely skilled interviewer to bring out underlined motive, beliefs, attitudes and feelings on a subject ( Malhotra, 1996 ) .

A brief reappraisal of the stairss are: –

First a mail will be sent out to 30 successful eating houses which are either local to UK or have franchises all over the universe but non in India. ( refer Apendix 1 )

Follow up calls will be made to the pull offing managers.

Based on their willingness to take part in the study, a eating house will be chosen for the research.

An interview of 30 to 40 proceedingss will be carried out with 4 to 5 directors of the eating house and will be recorded for the intent of analysis.

Some of the inquiries that I intend to inquire in the interview are whether the eating house is interested in opening a franchise in India? Why have n’t they targeted the Indian market yet? What is their scheme to open eating houses in other states?

Contented analysis will be done to analyze all the informations collected. Flick et Al, 2004, province that, “ the basic thought of a qualitative content analysis consists of keeping the systematic nature of content analysis for the assorted phases of qualitative analysis without set abouting over headlong, quantifications ” . This technique is derived from communicating scientific disciplines. Stone, et Al, 1996, define content analysis as “ any research technique for doing illations by consistently and objectively placing specified features within text ” .

Contented analysis will therefore assist me analyze the interview of the director in greater item and besides assist me to construe his attitude, behavior and emotions towards gap of the eating house in India.

NVivo, a package for qualitative informations analysis, will besides be used to analyze the information collected.

Secondary informations refers to the information that is collected for some other intent other than the research job being dealt with. The secondary beginnings of informations used for my thesis will be diaries, articles, educational books, magazines, web sites, etc.

Code of behavior as mentioned by MRS in their guidelines for aggregation of qualitative informations ( October 2006 ) , will be followed while roll uping the information for my research.

The Gantt Chart ( Appendix 2 ) gives a elaborate lineation of my agenda which I intend to follow in order to finish my thesis successfully.


Through this thesis, my purpose is to explicate guidelines, which will assist a company overcome jobs and barriers while come ining a new emerging market, foregrounding the issues and jobs specific to the Indian market. This thesis will assist the eating house directors formulate schemes required to open franchises internationally. A particular accent will be given to the socio-cultural barriers. At the terminal of the research period I hope to garner utile information with the aid of an in-depth analysis of one eating house, making a generalising decision for all eating houses. The biggest challenge that I might confront during my thesis is to convert the troughs of the eating house to give me a personal interview, if I am non able to acquire an interview from one of the taking eating houses so I shall seek making the same with the local eating houses in UK.


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Dear Sir / Madam,

My name is Pooja Shroff and I am a Masters Student at the University of Manchester, Business School. This missive is a petition for you to take part in a research undertaking on the “ Entry Barriers in Emerging Markets: Investigating the Restaurant Industry in India ” . The end of this undertaking is to understand and decode the motives and obstructions that a company encounters when come ining emerging markets such as India. We farther purpose to supply some practical guidelines on the issues that need to be taken into consideration for the successful result of such a venture. We focus purely on the eating house industry, because it is a turning industry in India, while supplying plentifulness of growing chances for international companies that wish to capture a portion in the market.

Because of your company ‘s prima public presentation in the UK industry, and your non-exposure so far in the Indian market, your house has been selected to take part in this research. I understand that you are highly busy ; hence, I shall seek to busy as small of your clip as possible. All that is required of you is that you dedicate about 30-40 proceedingss to reply a few inquiries in your office and at your convenience. ALL YOUR RESPONSES WILL REMAIN STRICTLY CONFIDENTIAL. NEITHER THE RESPONDENT NOR YOU WILL Be IDENTIFIED AT ANY STAGE OF THE STUDY.

The anticipated research benefits are really much dependant on your engagement, which is highly apprehended. As a participant you will have the full instance survey of your company, including utile information about the industry in India, the entry barriers and other issues that need to be covered should you make up one’s mind to spread out internationally and peculiarly in India.

Should you hold any inquiries, or need extra information please reach me at 07540265023 or pooja.shroff @ Besides, for any enquiry, experience free to reach my supervisor:

Dr. Vassiliki Bamiatzi at 01612757781. I am confident of your support and look frontward to your response.

Thank you in progress for your valuable clip and support, it is greatly appreciated.


A A A A Yours Sincerely,

Pooja Shroff

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