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Business Research Project Assignment - Coca-Cola Ltd

Added on - 23 Nov 2020

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BUSINESS RESEARCHPROJECT
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................3Background study of the research..........................................................................................3Company overview.................................................................................................................4Aims and objectives...............................................................................................................4Research Questions................................................................................................................4CHAPTER 2: LITERATURE REVIEW.........................................................................................5Introduction............................................................................................................................5CHAPTER 3 RESEARCH METHODOLOGIES...........................................................................7CHAPTER 4 DATA ANALYSIS AND INTERPRETATION.......................................................9CHAPTER 5 CONCLUSION AND RECOMMENDATION.....................................................21CHAPTER 6..................................................................................................................................226.1 Reflect on research methods used in project.................................................................226.2 Consider research methods that could have been used..................................................236.3 Areas for further investigation........................................................................................23REFERENCES..............................................................................................................................24
Research title:“ To investigate positive, economic, cultural and ethical impact of globalisationon marketing. The case study of Coca-Cola Ltd.”CHAPTER 1: INTRODUCTIONIt is true that globalisation has brought people and businesses much closer. Therefore, ithas been analysed that it provides major impact upon the enterprises across the world. In thiscurrent era it has been found that businesses are undergoing under huge types of changes.Nowadays, goods and services are easily available from one country to another (Gunn, 2017).Hence, for businesses globalisation defines as easy availability of goods, connectivity amongnations and also easy access to develop the right trade in one country to another. Hence,researcher selected the topic positive, economic and ethical impact of globalisation in orderdevelop deep understanding of the changes (5 benefits of international expansion,2017). In thisreport, perceptions with appropriate research methodologies will get evaluated on the basis ofdata analysis which will be observed through certain methods. Recommendations and reflectionwill also get develop in this report in order to provide own experience of learning with the casestudy of Coca- Cola Ltd.Background study of the researchGlobalisation is the term which mainly provide huge changes in the way business hasbeen conducted. It has boosted the economy of the western countries where mainly firms willable to increase their intensity of doing research and development and to increase their capitalregarding the output. It also made it easier for new entities to start their competition with the oldfunctionaries (Kalitanyi, 2019). It is also ascertained that global branding is enhanced with thedevelopment of globalisation across the world. Positive, economic, cultural and ethical impact ofglobalisation has led to investigate what influences that marketing functions of the entity.Therefore, in the present report case study of Coca-cola Ltd. Will get investigated on the basis ofpositive, economic, cultural and ethical impact of globalisation on marketing. This will helps inconducting appropriate research and to implement better approaches in order to enhancingmarketing functions of the company. With the appropriate methods and reviews the researcherwill create the study in more efficient and effective manner.
Company overviewPresent study of the report will be conducted on Coca-cola Ltd. Which is an Americancorporation and marketer of the non-alcoholic beverages concentrates and syrups. The companyis now working globally with its popularity across the nations. It is also true that globalisationhas provided huge impact upon the company both in positive and negative way (Adams andet.al., 2019). The brand is most recognisable across the world and their goal is to expand globalsales. Company has started to branching out its product internationally in 1920 but get the globalexpansion in 1980. Its strategy for processing Coke uses in foreign lands to sell products startedworking and entity started achieving its success globally.Aims and objectivesAim:To investigate the positive, economic and ethical impact of globalisation on marketingwith the context of Coca-Cola case study.Objectives:To articulate economic, positive and ethical impact of globalisation on marketing.To provide the reflection of globalisation on global economy and ethics and cultureTo determine and analyse factors which relates to benefit of globalisation on internationalbusiness.To suggest the Universal marketing strategies of global companies.Research QuestionsWhat are the factors leading to have economic, positive and ethical impact ofglobalisation on marketing?Determine the reflection of globalisation on global economy and ethics and cultureIdentify and analyse factors which relates to benefit of globalisation on internationalbusiness.Provide suggestions on universal marketing strategies which hold by global companies.
Research proposal :On the basis of research proposal provided before this researchproject is conducted. In the research proposal it has stated about the research aims andobjectives, literature review and the research methodology which will be used for conducting theresearch. The proposal provided before assist in conducting the research in proper way. On thebasis of research proposal the whole research has been conducted.CHAPTER 2: LITERATURE REVIEWIntroductionLiterature review is the process in which both summary and complete explanation incurrent state of knowledge on limited source of topic gets found which is in books and journalarticles. This is the process which ensures that researcher do not develop work in accordancewith work which has already been done. This is the process in which researcher highlightsdifferent perceptions of authors which has been created on the areas of findings. Therefore,literature review of present study are as follows-Theme 1: To identify the Factors that leads to have economic, positive and ethicalimpact of globalisation on process of marketing.As per the view ofQuinlan and et.al., (2019)stated that improvement in economicgrowth is one of the main policy of each nation. Thus, it can be stated that globalisation is termthat aids to works as to be key driver to the unpredictable growth of economic. According toview ofTimmer and et.al., (2015)stated that globalisation is term that has enhanced potentialbolster innovation, productivity and promotion of productivity enhancing. Therefore,Taylor,Bogdan and DeVault, (2015)stated that globalisation of product and financial market led to theraise of economic integration and also leads to specialised in economic of scale.Economicallysmooth flow of trade between the countries get developed. Ethically companies get bound forconducing their operations within appropriate rules and regulations. According to the economicpoint of view, micro factors are seemed to underline the trend of globalisation where first oneinclude decrease in barriers in flow of goods, services and capital. Most important and secondfactor include technological change which is considered as drastic development in few recentyears. Economically, countries are now more easily able to conduct international trade andforeign direct investment. Thus,Waddell, (2017)stated that this term is mainly based on theinternational strategies and also aims to have expansion in business operations at the worldwide
level. Hence, it can be stated that goal of the globalisation it is have diversification into theactivities of the firm so that firm can able to reach more number of the international market. Thisleads to enhance the growth of the enterprise in profitable and productive manner. In contrary tostated that by the integration of markets in terms to the global company, it leads to enhanceinterconnectedness of national economies. Hence,Jamali and Safadi, (2019)stated thatglobalisation also leads to offer an incentive fir countries and that must be specialise andbeneficial in terms to the application and principle of comparative advantage.From the ethical point of view author stated that entities now performing their businessoperation in more legislative manner where main contribution have been provided for developingthe society where enterprise is been established. It is also true that because of globalisation,stakeholder are now become more concern in order to invest in companies. They mainly getattracted to entities which has the strategies for developing needs of the society as well.In order to adopt such strategies entities across the world economically declining with theprofitability which they incurred and bearing huge cost towards the welfare of the society. Fromthe economic point of view, there has been decrease in wages which is mainly in developingcountries. This result in higher increase in unemployment rate of emerging market.Theme 2: To have Reflection of globalisation on global economy and ethics andcultureAccording to the CEO and management teams of large company they stated thatglobalisation is the most critical challenges which they are facing today. However, Coca-Cola isexpanding its business internationally from last 50 years with their differentiation strategy whichis termed as marketing technique used by entity in order to develop their strong base at specificmarket. It has been found that the entity has been focused on mainly two aspects that is brandingand cost leadership. For example: Coca-Cola offering regular soda, a diet soda, and manyinnovative products in order to target the customer emotionally, by motivating the buyer and toestablish loyalty of the users. Therefore, this is main finding which helps in analyse that howCoca-Cola has bear the success in international market.Main purpose of the business is to serve its customer and while operating functions atglobal level entities firstly has to develop proper market analysis in order to know the taste ofconsumer, its market trend in that particular area. Communication between the organisation and
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