MSC (Hons) International Business Management

Module/Code: 7MG001 – The Independent Business Analysis Project
Title: Research Project Proposal

Student Number: 1320851
Supervisor: Dr Ahmad Beltagui
Submission Date: 27 Apr 2015
RESEARCH PROJECT PROPOSAL
A: Research Proposal
Provisional Topic Title: Analysis the development of internet company (Tencent) and company operation in China
Proposal structurally approved by the workshop tutor: Yes/No

Aims/objectives/Research Questions
Nowadays, two most popular words appear frequently: “Internet”, “business.” Internet-based traditional industries, the rise of the Internet upstart entrepreneurs,
entrepreneurship, are popular in full swing, reached a height. According CNNIC(2014) reported China had 618 million Internet users by the end of December 2013, a 9.5
percent increase over the year before and a penetration rate of 45.8%. By June 2014, there were 632 million internet users in the country and a penetration rate of
46.9%. It shows that the Chinese Internet is playing an important role in economy.
As the more and more people using internet in China, Tencent is developing faster and faster. Tencent Holdings Limited (Chinese) is a Chinese investment holding
company whose subsidiaries provide mass media, entertainment, Internet and mobile phone value-added services, and operate online advertising services in China.
Tencent’s many services include social network, web portals, e-commerce, and multiplayer online games. Its offerings include the well-known (in China) instant
messenger Tencent QQ and one of the largest web portals in China, QQ.com. Mobile chat service WeChat has helped bolster Tencent’s continued expansion into smartphone
services.
This research study is developed based on the development of internet companies. Management plays a crucial role in setting of approaches and incentives. The
organizational structure of a company is a key determinant of its success. The company strategy is one of the most influential tools for the success and development of
any organisation.
This research will describe an overview of Tencent, in order to understand the company’s profit model and success in terms of social networks, which also proves that
the company can be studied as a typical. Tencent’s social network is described by the strategy operating, and its successful operation strategy is a foundation of our
business model research.
The study will also be combined with different study approaches as well as internet development emphatically literature. Information will be gathered by interviewing
representatives of the consumers and other stakeholders from the organizations. Open questionnaire and interviewees are the proposed strategies in this research study.
All the information from the primary sources will be tabulated and carefully organized for analysis. The future perspectives will be evaluated based on the whole
analysis.
Aim
The aim of this research is an analysis of Tencent’s development strategies and core competencies in order to research Tencent’s successful in China as a case study
for the internet company develop.
Objective
The research is aimed to analysis the development of Tencent as the main case study in the China. The study will mainly be used by Tencent joining the market and
operating their strategies in operation.
In order to fulfill the aims and objectives of the study, the following research question is developed: How Tencent operates the development strategy and core
competencies?
The study is aimed at assisting the internet companies comes into conclusion from critical analysis of:
1) What is the base of Tencent developing so fast in China?
2) What are Tencent’s development strategies and core competencies?
3) How does Tencent operate successful in China?
Methodology.
This chapter aims to provide the strategic plan of how this research will be performed in appropriate approach and how the primary and secondary data were collected
with proper research instruments. The chapter consists of research design, data collections, sampling, validity and reliability. The study method will be structured on
the theoretical knowledge and emphatically literature. The study will also be combined with different study approaches as well as marketing emphatically literature.
The research will be conducted by gathering both primary and secondary data will form the preliminary stages of the study.
Secondary data will be obtained from journals, internet information and magazines. The data of Tencent will be obtained from Tencent, internet data, and the staff. The
general data, such as the number of user and user satisfaction will collect by websites and questionnaires. Analysis the data will determine what is already known
regarding fan engagement and therefore will influence the design of the primary research.
As research carried out shall be intended for the operation of internet companies and using the core competencies to be a successful business, a business mathematical
perspective providing accurate figures shall be used along with references, refraining from any estimations or predictions. The main body of research however is
psychologically based due to the aspects of internet company operation and the core competencies. Secondary data shall play an important role in establishing the
contents of the primary data. Primary data shall be carried out by specific questions that are designed to analyze participants that have been affected by company
operation i.e. staff and managers.
‘The process of interviewing is the production of meanings and it is also the interpretation of reality. A kind of knowledge which is neither predetermined nor
absolutely unique is the effect of this interpretative practice.’ (Holstein and Gubrium, 1997). In this research, I will make 10-15 video chat interviews with the
staff or manager from Tencent, to carry out more information to my dissertation.
In this research, the questionnaire will be designed by the objective of “what is Tencent’s core competencies?”. The samples of this research will be staffs and
managers in the operation department of Tencent. The author will choose the most relevant manager of the company to conduct the interview. The research will be
executed by considering the ethics until the end of research. All respondents will receive informed consent to give their permission before participating in the
interview. However, any information that is collected for the research is will be kept confidentially and would only be applied in accordance with the research aims
and objectives.
The feedback received will be analysed and interpreted by the production of tables and charts. The interview process will take place to gain qualitative information
via face to face or telephone interviews. Combining quantitative and qualitative research methods will provide different perspectives, which will hope to enhance the
interpretation of the final conclusions.
Literature Review
Razali(2010) reported the rapid growth of economy has resulted in higher internet penetration in Asia. Furthermore, in term of key performance indicators and global
competitiveness, most of the Asian countries have shown an improvement
Internet marketing can be defined as the process of building and maintaining customer relationships through the online activities to facilitate the exchange of ideas,
products and services that satisfy the goals of both buyers and sellers. It can create a form of marketing strategy in real estate business, which provides products
and services. Service marketing is generally considered more difficult, complex and onerous because of the problems created by unique service characteristics (Rahman,
2004).
Marketing operations efficiency can be viewed as the ratio of the amount of marketing output generated to the amount marketing resource inputs employed to implement a
marketing strategy. The evolution of the field of marketing is indicative of a greater emphasis on the effectiveness aspects of marketing strategy relative to
efficiency aspects of marketing operations. However, a number of authors have highlighted the need for research on the later ( Day and Montgomery, 1999 and Sheth and
Sisodia, 2002).
Kalaignanam(2008) described the Internet has become a major component of the marketing strategy and operations of businesses. In the aftermath of the evolution of the
competitive market environment from a physical marketplace to one encompassing the physical and electronic marketplaces, researchers in marketing have focused on
myriad issues relating to competing in the new environment.
Prahalad and Hamel (2003) illustrated that core competencies lead to the development of core products which further can be used to build many products for end users.
Core competencies are developed through the process of continuous improvements over the period of time rather than a single large change.
Slack and Lewis (2008) discussed the “operations” is the part of the organisation that creates and delivers its products and services. Every organisation, no matter in
what sector, has an operations function (even if it is not called by this name) because every organisation produces some mix products and services.
All operations have stakeholders. Stakeholders are the people and groups who have a legitimate interest in the operation’s strategy. Some are internal, for example the
operation’s employees. The others are external, for example customers, society or community group, and a company’s shareholders (Slack and Lewis, 2008).
According Hafeez (2002)Core competencies are the crown jewels of a company and, therefore, should be carefully nurtured and developed. Companies can determine their
future business directions based on the strengths of competencies.
Business operation together with other strengths of the company (such as, defining specification or testing for Company A) would allow a firm to make more informed
strategic management decision with regards to capability development, outsourcing, focusing, or diversification with regards to new products, services, or markets
(Hafeez, 2002).
According Hafeez(2002) described core competencies must have the potential for continuous upgrading and development. Sanchez suggests that firms with superior dynamic
efficiencies in reconfiguring and redeploying resources may compete by taking advantage of changing technology and market opportunities.
Lynch(2006) illustrated Corporate strategy is exciting and challenging. It makes fundamental decisions about the future direction of an organization: its purpose, its
resources and how it interacts with the world in which it operates.
According Zack (1999) discussed the core competences of the company should provide potential access to a wide variety of markets. What is more, a core competence
should make a significant contribution to the perceived customer benefits of the end product. Furthermore, the core competence should be difficult for competitors to
imitate.
The lifecycle of the virtual enterprise consists of four major phases: creation, operation, evolution, and dissolution. In the operation phase, member enterprises
collaboratively execute the whole business process (BP) of the virtual enterprise, thereby achieving the common goal of the virtual enterprise. Therefore, in the whole
lifecycle of virtual enterprises, the operation phase is of utmost importance in that it directly determines the success of virtual enterprises. (Gou, 2003).
Resources Needed to Access Primary and Secondary Data.
The internet information will be crucial in this study. In order to conduct this research, access to the University database system will be fundamental. This is to
access online journals and printed, published materials regarding the company. It may also be useful to be access specialist land-based journals, electronically or as
hard copies and I believe university library will be of great help in the development of this study.
In order to collect the primary data, access to the Tencent, all the research would like to conduct an interview with stakeholders in the industry. This will be
fundamental to get the first hand information will be verified with the already existing materials. Online publications and hardcopies will be of great help in the
development of a literature review. This is to avoid replication of the study and also ensure the study fills the existing gap in the internet industry and concepts.
Whilst time out of the office has been authorized for collecting data, it is expected that, to complete the research, analysis of the data and construct the report,
the most precious resource will be time and this will prove to be the greatest constraint.
The cost of transportation and the materials required, will be locally be improvised. This is to lower the cost of research without compromising the quality of the
study. I believe the study will develop the existing literature and also fill the existing gap regarding the development of internet companies. In order to get the
rightful interviews, the avoid question will be avoided in the dissertation. This is to gain the authority in the collection of the much required information and data.
The study will mainly focus the development strategies on the sample Tencent in China and analysis Tencent’s successful case study
5. Project Schedule
StepsDescriptionDue date1Preparation StageDoneWeek -1-2: Area of interest identifiedDoneWeeks 3-4: Topic selected/form submittedDoneWeeks 4-5: Topic refined to develop
dissertation proposalDoneWeeks 5-8: Proposal written and submittedDone2Chapters 1-3 completed15/10/2015Chapter 1 Draft Introduction completed05/09/2015Chapter 2 Draft
Literature Review completed15/09/2015Chapter 3 Draft Research Methodology completed25/09/20153Collection of data and information30/11/2015Data analysis and
Interpretation of data 20/10/2015Chap 4 Draft Results, Analysis and Discussion completed10/11/2015Chapter 5 Draft Conclusions, Implications & recommendations
30/11/20154Final Writing up 15/12/2015Structure, presentation and proof reading15/12/20155Final Stage01/01/2016Final proof reading, printing and binding
01/01/20166Submission of Project (WOLF and hard copy submission)04/01/2016

6. References
China Internet Network Information Center(CINIC). (2014). Statistical Report on Internet Development in China. [online] [Accessed 25 Apr. 2015] Available at:
<http://www1.cnnic.cn/ >
Gou, H., Huang, B., Liu, W. and Li, X. (2003). A framework for virtual enterprise operation management. Computers in Industry, 50(3), pp.333-352.
Hafeez, K., YanBing Zhang, and Malak, N. (2002). Identifying core competence. IEEE Potentials, 21(2(415) 2), pp.2-8.
Hafeez, K., YanBing Zhang, and Malak, N. (2002). Core competence for sustainable competitive advantage: a structured methodology for identifying core competence. IEEE
Transactions on Engineering Management, 49(1), pp.28-35.
Kalaignanam, K., Kushwaha, T. and Varadarajan, P. (2008). Marketing operations efficiency and the Internet: An organizing framework. Journal of Business Research, 61
(4), pp.300-308.
Lynch, R. (2006). Corporate strategy. Harlow, England: FT/Prentice Hall.
Najib Razali, M., Manaf, Z. and Mohd Yassin, A. (2010). Internet business strategies by property companies in Asia. Property Management, 28(4), pp.270-289.
Prahalad, C. and Hamel, G. (2003). The core competence of the corporation. [Boston, MA]: Harvard Business School Pub. Corp.
Rahman, Z. (2004), “E-commercesolutions for services”, European Business Review, Vol. 16 No. 6, pp. 564-76
Slack, N. and Lewis, M. (2008). Operations strategy. Harlow: Financial Times Prentice Hall.
Zack, M. (1999). Knowledge and strategy. Boston, MA: Butterworth-Heinemann.

RESEARCH PROJECT PROPOSAL
EVALUATION GRID/FEEDBACK SHEET
Student to fill in personal details below and having read the ethical guidelines, confirm project is category A (below) and upload along with the proposal form.

Student last name: LINStudent first name(s): JUNLINStudent no: 1320851 Supervisor: Ahmad Beltagui (Dr) First submission 0
Resubmission 0

Evaluation
(As per ticked Box)Summary Feedback
(Check overleaf for possible further comment)Excellent:
Approved to proceedCompelling proposal, persuasively outlining a well thought through, feasible and relevant research study. Very Good:
Approved to proceed
Clear and specific about research question, project design and research methods. These three elements are shown to be well co-ordinated.Good:
Approved to proceedWell-defined research question. Sensible project design and clear plans for conducting the research. Competent:
Approved to proceedClear research question. Explicit ideas on design and methods but there are some issues about the fit between question, design and
methods.Borderline:
Improvement required; resubmit to supervisor;
not yet approved. Identifies an interesting topic, but the research question is very broad and the details of the project are hazy.

Arrange meeting with Supervisor a.s.a.p.Unsatisfactory:
Major improvement required; resubmit to supervisor; not yet approved to proceed.The focus, purpose and method of the project are not made clear to the reader.

Arrange meeting with Supervisor a.s.a.p.

Supervisor Feedback

In addition to the standardised feedback given on page one, and to comment and advice that will be given in supervision meetings, Supervisors may choose to use the
space below to offer more detailed comments on the overall proposal and/or to suggest specific ways in which the proposal should/could be improved to strengthen the
foundations for the intended study.

Supervisor Signature: ___________________________________
Name： Ahmad Beltagui (Dr)
Date: ______________________
B: Action Plan
SkillsMy current skillsMy aimHow will I achieve thisTarget dateAcademic writing and literature reviews
In this part, I can improve more skills and collect more literatures, because I am not doing well in reading. Perhaps it will be a lot of mistake in my proposal, such
as vocabulary, grammar, and using informal language, and so on. What is more, I will try my best to find out more academic debate which could presents a several of
evidence underpinning a deep understanding of this proposal.

I have some mistakes in grammar, which may be confused verbs singular and plural.

Sometime I need translation to help me, because I am worried about my essay will appear Chinese style English.
I cannot use all of literature reviews what I found, because English is not my first language, so I need more time to read literature review.
1. I want find lots of literature reviews to support my essay, and spend more time in this dissertation, what is more I will find out more evidence of a high level of
synthesis in theoretical exemplars in my essay, and try my best to do not obvious errors reference and grammar or syntax as appropriate.

2. I will manage the methods to find literature reviews and fast reading it and use in my essay, and use appropriate writing skills.

3. I need more time to writing my essay, because my essay has more errors grammar.
I will find more literature reviews to support my dissertation, if I have difficult I will make appointments with my supervisor or email and discuss my essay.

I will spend more time focus on my essay. Because the university actually take language seriously, borrow some books about writing skills to help me do my
dissertation, and find or attend some tutorial classes for writing skills.

To do good structure, use some sub-headings, which in a hierarchy it can make simpler and clear logical.
15/04/2015Critical thinking and writing
I can not good demonstrate some of the characteristics. I can not explain each of the outcomes for specified the task, therefore, I am not clear logical to analysis,
synthesis and evaluation all of literatures. I am basically understanding the means of critical thinking, I can analysis all of data and analogy. However sometimes I
have chaotic structure in essay.

Using specification and relevant data to analysis my essay, and use analogy method or critical thinking to my dissertation.
A clear presentation of my evidence and argument, leading to conclusion; identify positive and negative aspects; assess their relevance and usefulness to the debate
that engaging in for my assignment.

1. Clarify purposes when I am writing, formulate clear questions, distinguish relevant information from irrelevant information in texts, and prepare my paper.

2. More consider the quality of the evidence and argument I have read; identify the best thinking can be woven into my essay.
15/05/2015Data Collection Methods

I understand the data can from questionnaire, the primary data is quantitative, which can by myself to collect, and second data that is qualitative form website or
others. I think I worry about that I do not know how to design the good questionnaire, and I can not make a lot of primary data, because of some data from company in
my dissertation maybe can not use in my write.

Do the best to the questionnaire and understand the reasonable resources for collect data in order to make some table to help analysis my essay.

2. Providing the basic methodological standards and advice on procedures to minimise error, in order to produce accurate survey estimates and thereby maintain the
quality of data output.

Reading and finding more academic articles, and research the data and distinguish relevant data from unrelated information in the articles.
10/06/2015Data analysis MethodsUnderstand the difference between qualitative and quantitative methods, and collect difference data form these methods. And
understanding distinguish two methods and know how to use these two methods in my essay.
There is data of suitable basic writing, and explores and analyses issues, but it is not useful on presenting evaluations.
Reading more academic articles in database or website.
And do good questionnaire and meet my supervisor.

Using lecture courseware.
10/07/2015ReadingI am able to reading academic articles, but sometimes I need translation tools to help me understanding some vocabulary and sentences. Basically I can
understand the means of article, but I need repeat reading articles, because I am afraid that maybe some mistake in my reading.

practice more reading to save more time to write my dissertation
In order to avoid the appearance of plagiarism, I need to use the appropriate sentence in my dissertation, because of academic articles that appear in words or
sentences are formal languages.
Have clear reading goals; choose the right texts; use the right review in writing.
Take notes formal languages, and unknown vocabulary.
Keywords to record the main headings as I read. Use one or two keywords for each main point.
Questions can encourage I take an active approach to reading. So I will record questions.15/08/2015Planning and Mind mappingI use some mind mapping to help me to my
essay, such as image or Icon Libraries, and highlight arrows to make connections between ideas even more explicit. Moreover I use some Chinese add notes to branches as
well.Do make better and full logic mind mapping and impeccable plans
Thinking has Careful and clear, and make a clear logical mind mapping
Research more data and information to support the mind mapping
15/10/2015Referencing I understand the Harvard style reference, but sometimes I confused standard format of pictures and website.

1. Manage time and plan – ensure that I have enough time to prepare, read and write academic articles.

2. When paraphrasing an author’s sentences, ensure that use own words and a sentences structure sufficiently different from the original.
Practice the standard format of Harvard style reference, and rewrite sentences that when I paraphrasing an author’s text.
10/10/2015Using data analysis softwareI know how to use the Word, Excel and SPSS, basically, there are more statistics methods I can not use, as far as to I do not
know them well.
Understanding some different analysis software, and using Word and Excel to analysis data that I collect.Reading some book about how to use the data analysis software
I should exercise some software to help me complete my task.
10/10/2015Using WOLFI can use the university of Wolverhampton website that is WOLF, and Library, and so on. And I know how to check my task, lecture courseware,
submit my assessments, check the result, and check timetable.

1. Of course I know use the WOLF can find more database, and to search some academic articles, and literature review.
2. WOLF has a lot of interesting software and useful functions, I will use it to help me to complete my assessments.
Understanding and using it to be a useful tool for me.
15/11/2015Using Microsoft OfficeUnderstanding and mastering Word, Excel and PowerPoint, but there are advanced skills I do not know how to use it.I want make some
table more professional to help me complete my essay.
Review the skills of Microsoft Office.
15/11/2015Finding academic articles

I can find some academic articles from the university library and online library, and Google scholar.
Learning useful database form library and internet.
Learning courseware and summarize it, of course, I will learning more academic knowledge form lecture and supervise
01/05/2015-21/01/2016
C: Personal Reflection
There is an opportunity for me to self-reflect on their experience and improve on their weaknesses in the course of international business management. I believe that
this module is one of the most effective tools to help me in my career and study. This module clearly outlines and gives insights on proper methods of writing
dissertations and academic papers. In the module of 7MG001, it is a broader purpose to help student to do their research. I am attracted by this course, because of the
potential impact of content and I can improve my writing skills in this module. It is scientific in this module, because students can start their project with the
module guide. And there are a lot of lectures and seminars in this module to teaching student open their mind and develop their knowledge to finish a better
dissertation.
Skills and learning consists of two parts. Firstly, it is a separate meeting with supervisor, tutors can help author with writing skills, organize and so on. Secondly,
the project courses can give more good examples for students to practice, they are two separate analysis influence the course of the interaction, and can provide a lot
of help for students.
Academic writing is the basis of research more papers of academic. It is based on objective and targeted to the critical analysis of the causes, and a close knowledge
of the investigation based on the data analysis. In this module, the lecture could lead the students to some of the key points to improve students’ academic writing
skills.
There is a main lecture and some seminars in the module of 7MG001, the main lecture has one hour class, which is mainly based on the order of arrangement of the
research dissertation. Firstly, it was the introduction of how to write an Academic dissertation, and tell the students how to use the skills and knowledge to complete
a better dissertation.
There are five skills can be useful to my dissertation.
Firstly, the speed reading that can help students to browse a lot of important information, and can derive some knowledge or good sentences, and words, to expand on
their dissertation, of course, student can increase their ability in English writing and reading skills. What is more, the mind mapping that is a diagram used to
organize information on visual. Mind Mapping is often built around a concept created to draw the image in the centre of blank page views, which is related to the idea
of adding statements, such as images, text and parts of words are added. The main idea is directly connected to the core concepts, as well as other ideas branch out
from those. It can raise awareness of things, and augmented by the different branches, it can embody in the dissertation because it is mutual influence. Furthermore,
the Critical thinking is one reason to use the analysis of ideas and dig deeper to get the art of true potential. Critical thinking is not trying to more or difficulty
thinking. It is better on thinking. Honing critical thinking skills can open up a lifetime of curiosity. However, Critical thinking requires much discipline. It needs
to stay on the track of steady growth, motivation and take an honest look at ourselves, and even the ability to combine in some uncomfortable facts before it. More and
more, before you study the academic writing you must know how to use the reference in dissertation. There is an essential lesson of the teaching is concentrate on how
to quote other people’s views after reading their essays. The action of directly using someone else’s view or the sentence can be seen as part of the copy or
plagiarism, students must use theirs own way to complete the sentences or the ideas. In addition, it is very important for student to learn how to writer references.
Finally, we need to understand and use the data collection. Data collection means the procedure of putting the information together and the measuring of information on
variables of interest, in an established systematic fashion that enables one to answer stated research questions, test hypotheses, and evaluate result. However, the
data collection that components the research is general to various kinds of study such as physical and social sciences, humanities, business,,, etc. There is a number
of the regulation inside. However, the key point is to make sure the accurate and honest of the data collection.
The main part of this module is to distinguish the difference between qualitative and quantitative analysis which is helpful for me. The data can play an important
role to the academic articles that it can imaginably demonstrate the content. Therefore, the data can be seen as the best explanatory issue that it is simple and easy
to understand.
Learning can continue to find adventure and exciting culture curious mind. As a student, we should cultivate curiosity. There are a lot of unknown things we can
explore. Curiosity is a free and open spirit of the real miracle is not afraid to face the unknown, in order to acquire new knowledge of the signs. Curious thinkers
will explore new ways of looking at things and doing things. You can continue to learn and discover new things and do things with curiosity.
This module is scientifically to be of great benefit to me. I will be able to develop scientifically and gain skillful tips that will be importance in the development
of dissertation and research skills. I will be able from this study be able to investigate and look at things in a more professional way and this is the best strategy
in the solving personal and academic challenges. Now that I will learn also these skills I set new dignify level best and achieve those allied goals in life. I will
tirelessly try to approach all my goals in a professional way. Individuals with life objectives and clear goals mostly succeed because they already know where they are
going. The module is well structured to cover all the six chapters of the dissertation. The introduction part is well and clearly elaborated in the module and I
believe it will be of great importance in my academic endeavors. Secondly, the literature review is important. A good scientist should embark on various academic
reviews to be able to monitor research gaps. I believe the methodological aspects will also be of great importance to me in dissertation writing.
In this module I have made regarding my skills, strengths and weaknesses which leaded me understand the importance of my research. I enjoyed the analysis methodical,
clear my process of my knowledge. Therefore, I am more confident about my ability and analytical skills to study well. I can already see an improvement in the way I
approach research, however, I do not consider that is enough and perfect to me.
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