The paper "Market Entry Strategies of Unilever to Entry to Turkey" is a great example of a marketing research proposal. Unilever is a multinational corporation jointly owned by the British and the Dutch. It is among the biggest world producers of consumer product brands such as cleaning agents, food, beverages, and personal care products. It was formed in 1930 from the merging of Lever Brothers, British soapmaker and Margarine Unie, a Dutch company and began its operations to other nations during mid-1930. The company has been a victim of the ever-changing economic climate including the great recession that happened soon after its formation but it has been able to survive all of them due to its ability to build an efficient and stable system of controls. With growing demand and competition, the company has constantly expanded its plant capacities and product lines and it is currently able to produce many of the house use commodities.
In addition, the company invests heavily in research and research facilities in order to fully satisfy the needs of consumers. For instance, there has been continuous research to modify and improve the quality of the original margarine.
The mission of the company is to offer products that provide consumers with more advantages. Through the European Economic Community, Unilever has been able to hold several conferences to discuss issues of marketing, transport, cartels, factory locations and tariffs to be at par with the competitive global market. Unilever has undergone major acquisitions and restructuring in the past which has contributed greatly to its growth. In the 1980s there was a total restructuring and redesigning of the company operations whereby it sold out several of its divisions and only remained with the most productive and those that were strategically placed.
The company has been able to establish a stable ground in the European market and the international market as well. A well-structured management and product diversity have played a major part in the survival of the company in the dynamic global market (Hansen and Haas 2002). (Bamberg 2000) (Tharoor 2010). . 1.2 Objectives of the research To determine ways of reaching consumers and promotional methods that can attract them. To determine the general satisfaction of consumers about other products in the market. To determine the level of consumer awareness about Unilever. To determine ways of maximizing profitability in the new market. To determine ways of partnering with local firms in the industry. 1.3 Research questions The following are the research questions that were identified from the above-listed objectives; Which are the considerations that Unilever needs to make before making its entry into the Turkey market? How can Unilever popularize its presence in Turkey and how will it achieve its profitability in the new venture? What market entry strategies can be undertaken by Unilever to enter Turkey Market? 1.4 Rational of the chosen topic Many companies in the UK have been forced to internationalize their operation due to increasing competition and saturation of the domestic market.
However, the process of developing and sustaining the company in a foreign land is a difficult undertaking and the procedures involved are similar to those in the establishment of a completely new venture. It is for this reason therefore, that the above research topic has been selected. The research is aimed at identifying and analyzing market entry strategies that were applied by Unilever, a UK company, to successfully penetrate into the Turkey market (Heery 2002).
Bamford, C, 1998, ‘Differences in Large and Small Firm Responses to Environmental Context: Strategic Implications from a Comparative Analysis of Business Formations’, Strategic Management Journal, vol.19, no. 8, pp. 709–723.
Belk, R, 2006, Handbook of Qualitative Research Methods in Marketing. Cheltenham, UK: Edward Edgar.
Bestley, R, 2005, Visual research: an introduction to research methodologies in graphic design, Lausanne Switzerland: AVA Publishing
Bryman, E. & Bell, A, 2007, Business Research methods. Oxford University Press Inc., New York.
Chang, S., and Rosenzweig, P, 2001, The choice of entry mode in sequential foreign direct investment. Strategic Management Journal, 22(8): 747–776.
Chen, S., and Zeng, M, 2004, Japanese investors’ choice of acquisitions vs startups in the US: The role of reputation barriers and advertising outlays. International Journal of Research in Marketing, 21(2): 123–136.
Creswell, J, 2003, Research Design: Qualitative, Quantitative and Mixed Method Approaches. California: Sage Publications.
Donald, A, 1999, Sustainable Marketing: Managerial-Ecological Issues. London: Sage Publications
Foss, N, 2003, Selective intervention and internal hybrids: Interpreting and learning from the rise and decline of the Oticon spaghetti organization. Organization Science, 14(3): 331–349
Frost, T, 2001, The geographic sources of foreign subsidiaries’ innovations. Strategic Management Journal, 22(2): 101–123
Fuller, Donald A, 1999, Sustainable Marketing: Managerial-Ecological Issues, London, Sage Publications
Ginsburg, J & Bloom, O, 2004, choosing the right marketing strategy. MIT sloan Management Review, 46(1), 79-84
Goerzen, A. and Beamish, W, 2007, The Penrose effect: ‘‘Excess’’ expatriates in multinational enterprises. Management International Review, 47(2): 221–239
Gronhaug, K, 2005, Research methods in Business studies: A practical guide Third Edition. Harlow: Financial Times/Prentice Hall
Hansen, M. and Haas M, 2002, Different knowledge, different benefits: towards a productivity perspective on knowledge sharing in organizations, Academy of management proceedings, (p1-6)
Heery, E, 2002, Partnership versus organizing: alternative futures for British trade unionism, Industrial Relations Journal, 33: 20–35.
Jones, G, 2005, Renewing Unilever: transformation and tradition, Oxford [u.a.] : Oxford Univ. Press, p331
Kay, N, 2005, Penrose and the growth of multinational firms. Managerial and Decision Economics, 26(2): 99–112.
Kim, K., Park, J., and Prescott, J, 2003, The global integration of business functions: A study of multinational businesses in integrated global industries, Journal of International Business Studies, 34(4): 327–34.
Kor, Y. and Mahoney, J, 2000, Penrose’s resource-based approach: The process and product of research activity, Journal of Management Studies, 37(1): 109–139
Litosseliti, L, 2003, Using Focus Groups in Research. London: Continuum, cop.
Mahoney, T, 2005, Economic foundations of strategy. Thousand Oaks, CA: Sage Publications.
Mata, J. and Portugal, P, 2004, Patterns of entry, post-entry growth and survival. A comparison between domestic and foreign owned firms, Small Business Economics, 22(3–4): 283–298
Nell, K, 2011, Literacy research methodologies, New York: Guilford
Perry, C, 1998, ‘Process of a case study methodology for post graduate research in marketing’,European journal of marketing, vol. 32, issue 9/10, pp, 785-802.
Rugman, M. and Verbeke, A, 2003, Extending the theory of the multinational enterprise: Internalization and strategic management perspectives, Journal of International Business Studies, 34(2): 125–137.
Sundar, B,2004, “Event Studies in Marketing Strategy Research,” in Assessing Marketing Strategy Performance, Cambridge MA: Marketing Science Institute, 9-28.
Tung, R, 2001, Learning from world class companies, London : Thomson Learning, p. 28
Yin, R 1994, Case study research-design and methods, Sage: Newbury Park.
Zikmund, W,2003, Exploring Marketing Research, Ohio: Thomson South-Western.