Business Research Project - Doc
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Added on 2020-11-23
Business Research Project - Doc
Added on 2020-11-23
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Business ResearchProject
Table of ContentsCHAPTER-1 INTRODUCTION.....................................................................................................31.1 Background...........................................................................................................................31.2 Significance...........................................................................................................................31.3 Research Aim........................................................................................................................41.4 Research Objectives..............................................................................................................41.5 Research Questions...............................................................................................................41.6 Time scale.............................................................................................................................5CHAPTER2 LITERATURE REVIEW...........................................................................................52.1 Concept of globalisation.......................................................................................................52.2 Changes in marketing activities due to Globalisation...........................................................62.3 Impact of globalisation on marketing department................................................................72.4 Measures used to attain higher competitive edge.................................................................8CHAPTER3 METHODOLOGY ....................................................................................................93.1 Types of investigation...........................................................................................................93.2 Research onion....................................................................................................................103.3 Ethical consideration...........................................................................................................11CHAPTER4 DATA ANALYSIS................................................................................................114.1 Data collection....................................................................................................................114.2 Data analysis.......................................................................................................................11CHAPTER5 CONCLUSION AND RECOMMENDATION.......................................................195.1 Conclusions.........................................................................................................................195.2 Recommendations...............................................................................................................19CHAPTER6 REFLECTION..........................................................................................................206.1 Reflect on research method.................................................................................................206.2 Research method which could use......................................................................................206.3 Areas of further research.....................................................................................................21APPENDICES...............................................................................................................................22REFERENCES..............................................................................................................................29
TOPIC- To analyse the impact of globalisation on business activity. A case study onSainsbury. CHAPTER-1 INTRODUCTION1.1 BackgroundGlobalisation means expansion business at international level. Globalisation is process inwhich integration and interaction among individuals, organisations, political parties of twodifferent nation is possible. There is important role of political parties which are crucial andrelevant for smooth running of business operations. To make business expand at internationallevel, it is essential to analyse policies which are framed by different nations (Amaladoss andManohar, 2013). There is different in trade policies of one country with other, hence inglobalisation of business organisation. This research is based on Sainsbury which is secondlargest super market chain in retail sector. These days, there is competition in retail sectororganisations are dealing at international level. So managers of Sainsbury are thinking to operateat international level. There are many activities at Sainsbury such as purchasing, production,sales, research, marketing, etc. hence there is change in working style to operate at internationallevel. With the help of globalisation of business, expansion of business is possible. This can bedone with proper analysis and regular external analysis. As there is difference in trends, culture,religion, social factors as per change in geographical region, hence it is responsibility ofmanagers of Sainsbury to analyse it and take corrective actions. There is requirement of differentapproach such as new techniques of marketing, training to workers, etc. which assist inrepresenting brand at international level. There are many department which has to change theirworking style so they can make alteration according to external environment. Globalisationprovides benefits to organisations in many ways such as long term relations with employees, useof new techniques, etc. When managers analyse external market, then they are are about demandand then take actions accordingly. This assist in proper use of resources (Bardy, Drew andKennedy, 2012). To operate at global level, there is requirement of more resources such as funds,employees, techniques, IT skills, etc. 1.2 SignificanceGlobalisation of business is relevant for expansion of business, it provides chance toimprove revenues and profits of Globalisation. As there are many changes which are taking place
in external environment, so to operate at international level such changes has to be analysed.This helps to make long term existence in industry. External changes includes change inenvironment, political factor, alteration in legal laws, etc. These factors has to be considered bymanagers to operate at international level.Globalisation is important because with it Sainsbury can represent itself at internationallevel and compete with international brand, customer base can be increased. In UK, people aremore brand conscious, so it is easy for consumer to avail services from international brand.Sainsbury operates in retail sector, so they have to market product and services which differentmeasures such as online, newspaper, etc. There is alteration in working style of every departmentbecause of operating at international level (Campbell, Eden and Miller, 2012). Globalisation isrelevant to make positive and long term relations with customers. When Sainsbury operates atinternational level, then employees are satisfied that they are working with international brand.Improvement in product and services of Sainsbury are require to maintain long term, existence atinternational level. Expansion of Sainsbury at international level, can be done with joint efforts of employeesas well as employer. Managers has to convey decisions to employees, so they are aware aboutchanges which are taking place in organisation and actions which can be taken to deal withnegative results. Marketing activities has to be done with more efforts to cover every consumers.As there is difference in taste of people according to geographical region, hence it isresponsibility of Sainsbury to analyse it and then advertise product and services. If ethics ofconsumer gets hurter, then this gives negative impact on growth and development of association(Sassen, 2016). 1.3 Research Aim“To determine the impact of globalisation on marketing activity of an organisation.” A casestudy of Sainsbury.1.4 Research ObjectivesTo understand the concept of globalisation.To determine changes in marketing activities of Sainsbury due to Globalisation. To access the impact of globalisation on marketing department of Sainbury.To analyse the measures that are used by Sainsbury to attain higher competitive edgewithin the commercial centre.
1.5 Research QuestionsDo you aware about concept of globalisation?What changes in marketing activities of Sainsbury due to Globalisation?What is the impact of globalisation on marketing department of Sainbury?Which measures are used by Sainsbury attain higher competitive edge within thecommercial centre?1.6 Time scaleThere are different activities such as aims and objectives, literature review, researchmethodologies, data collection, data analysis and at last conclusion and recommendations whichare required to be performed to complete research. To complete this research, around 9 week arerequired. Framing aims and objective requires time of around 1 week, literature review,research ,methodology, data collection and data analysis requires approximately two weeks foreach activity. At last conclusion and recommendation requires time of around 1 day.
CHAPTER2 LITERATURE REVIEW2.1 Concept of globalisationIn the view of John Williamson “Globalisation is one of the best way through whichinternational expansion can be possible.” There is use of different aspects of government throughwhich international trade is easy. Globalisation is a way through which boundary less trade canbe done. After globalisation policies of UK government, managers of Sainsbury can expandbusiness at international level such as US, India, China, etc. globalisation of business can be
done with proper understanding international trade policies. As there is different in taxes,policies, export import duties, etc. according to nation, so managers of Sainsbury have to analyseit. There is requirement of alterations in policies for successful establishment of business atinternational level. For instance: to expand business in European countries, there are stricterpolicies as compared to Asian countries (Chen, Li and Shapiro, 2012). So this is time consumingfor Sainsbury. In globalisation business operations can be done with three channels, they are-inflow and outflow of money, movement of capital, purchase and sale of goods and services. Advantage of globalisation is business expansion, compete with internationalorganisations, increase in consumer base, etc. Apart from benefits to organisation, there are somebenefits to related parties also. With the help of globalisation, there is benefit to nation andpolitical relation with other country improves. According to C. Rangarajan “Trade relations withtrading countries improves.” There are some changes which has to be made in order to makepolicies according to environment friendly. Globalisation process can be done with the help ofserial of activities which includes registration of business can be done in order to make businessorganisation in running. There are some countries in which international policies are liberal andeasy. There are different ways through which Sainsbury can operate in other country such asmerger, acquisition, franchisee, etc. As per Fairooz Hamdi “Social development of host country is possible, because incomingof foreign country is possible.” As per change in international trade policies, managers ofSainsbury has to abide them. In case of failure, there are possibilities of government interferencewith affects business operations and brand image in industry. As per change in market trends,product and services has to be altered. Hence there are possibilities of different featuredproducts. In globalisation, there is important role of marketing department which they marketproduct and services to society. 2.2 Changes in marketing activities due to GlobalisationMarketing is a process through which features of product and services can be conveyed tosociety. This can be done to improve sales and revenue. As there is competition in retail sector,so it is essential to acknowledge society. According to John D. Louth “There is trend for newproduct and services in society so at globalise level, it is essential to make alteration in productand services and then convey to consumers.” This make long term relations with workers. But
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