Globalisation Impact on Walmart

This project analyzes the impact of globalization on Walmart's marketing function, exploring the concept, its role in Walmart's marketing, and the barriers faced during global expansion. It utilizes primary and secondary research methods, including a questionnaire and literature review, to assess the impact on Walmart's marketing strategies and overall success.

Business Research
Project

Table of Contents
TITLE: “To identify the impact of globalisation on marketing function of an organisation” A
case study on Walmart. ...................................................................................................................1
CHAPTER 1: INTRODUCTION...................................................................................................1
1.1 Research Proposal............................................................................................................1
1. Research Aim and Objectives............................................................................................1
2. Reason for choosing this research project..........................................................................2
3. Activities and timescales....................................................................................................2
Gantt chart .......................................................................................................................................1
..........................................................................................................................................................2
CHAPTER 2: LITERATURE REVIEW........................................................................................3
2.1 Introduction......................................................................................................................3
2.2 Literature review..............................................................................................................3
Chapter 3: Methodology..................................................................................................................7
3.1 Research Approach...........................................................................................................7
3.2 Methodologies..................................................................................................................8
Chapter 4 Data Collection and Analysis..........................................................................................9
4.1 Data collection..................................................................................................................9
4.2 Data analysis, presentation and discussions...................................................................11
Chapter 5 Conclusion and Recommendations...............................................................................21
5.1 Conclusion......................................................................................................................21
5.2 Recommendations..........................................................................................................21
Chapter 6 Personal reflective Statements......................................................................................22
6.1 Reflects on the research methods used in project...........................................................22
6.2 Consider research methods that could have been used..................................................22
6.3 Areas for further research...............................................................................................22
REFERENCES..............................................................................................................................23

TITLE: “To identify the impact of globalisation on marketing function of an
organisation” A case study on Walmart.
CHAPTER 1: INTRODUCTION
1.1 Research Proposal
Research project description
Globalisation refers to the process through which two or more companies integrate
together in order to maximise international economies (D. Mendoza, Mula and Campuzano-
Bolarin, 2014). It also formulates a global network between people, company and worldwide
which contributes in developing overall world together. Globalisation have enhanced number of
growth options for the large scale companies to expand its business at international market in
order to maximise its profitability ratio. Present research report is based on Walmart, a multi-
national retail store which has its presence across the world. The company was founded by Sam
Walton in 1962. Walmart is one among top retailers and operates its business operations in more
than 25 countries. The main aim of this project is to analyse impact of globalisation over
marketing function of Walmart It can be said that Walmart is executing its business operations in
many country which makes its difficult for marketing team of this company to make strategies
according to the need and requirement of new market. Therefore, overall research report will
deeply elaborate about impact of Globalisation over marketing function of Walmart.
1. Research Aim and Objectives
Research Aim
“To identify the impact of globalisation on marketing function of an organisation. A
study on Walmart”.
Research objectives
 To evaluate the concept of Globalisation.
 To identify the role of globalisation on marketing function of Walmart.
 To analyse the impact of globalisation on marketing functions of WALMART.
 To determine the barriers Walmart can face while implementing the concept of
globalisation;
Research Questions
1

 Explain the concept of Globalisation?
 What is the role of globalisation in marketing function of Walmart?
 How to ascertain the barriers Walmart can face while implementing the concept of
globalisation?
 What is the impact of globalisation on marketing functions of WALMART?
2. Reason for choosing this research project
As per the modern business world, it has been identified that globalisation have
completely changed working pattern of large as well as small business organisation as they can
now easily maximise their profitability ratio. It can be said that globalisation have contributed in
the enhancement of businesses but at the same time, it also has major impact over functions of
marketing of the company (Gunn, 2017). The main reason for choosing research project on
Walmart is to identify different barriers which are impacting negatively over marketing functions
of this company as this company is already operating its business activities in many countries
and further planning to increase presence across global level. This research project will aware
Walmart about various kind of challenges which might be faced by them while expanding its
business in new country. Along with this, it will also find out some relevant ways through which
impact of these challenges can be minimised.
3. Activities and timescales
2

Gantt chart
It is bar chart which is designed horizontally as a tool to control production in 1917.
Henry L. Gantt who was an American Engineer and social scientist developed Gantt chart.
Moreover it is mostly utilised in project management as it gives a graphical elaboration of a plan
which is beneficial in planning, coordinating and monitoring particular targets in a project. The
list of a chart which is needed to be performed are shown on vertical axis whereas time intervals
are represented on horizontal axis (Baker, 2016). Time spent for each activity is shown by the
width of horizontal bars.
Work break down structure
It is a breakdown which is deliverable oriented of project into smaller units. It is defined
by Project Management Body of Knowledge. Product, service , data or set of their combination
can be elements of it. Moreover, it gives framework which is needed for detailed cost
approximately and monitor with giving support for schedule. Also it decreases complex
activities to a collection of different tasks (Häyrinen-Alestalo and Peltola, 2016). These tasks
should be independent and measurable along with limits which are clearly defined. Introducing
Research Methods. 2017.

2

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is basically a type of article of review. Moreover, it is scholarly paper
which involves existing knowledge along with findings which is substantive and methodological
and theoretical contributions towards a specific subject or topic. It helps in analysing perceptions
of others.
2.2 Literature review
Concept of globalisation
According to the point of view of Hine and Preuss, (2019) it has been analysed that
globalisation is integration of different countries, people and business organisation for the
purpose of developing whole world together. It has been analysed that globalisation have
completely changed working pattern of retail industry in positive manner. Concept of
globalisation has made it easier for business organisation to expand their business in those
countries from where they can generate more profits. It also creates huge number of
opportunities for companies which can be attain by them ion order to generate maximum
revenue.
Apart from this, it has been evaluated that Globalisation is not only beneficial for
business but it is also helpful for the people as well as government. For example: If an retail
company like Walmart is expanding its business in under developed or a developing country, it
creates job opportunity for its local citizen. This reduces percentage of unemployment level and
also makes people to get job in their native country only. Along with this, employed people are
3

now self independent and owns capability to fulfil their requirements by their own only. In
relation to government, it can be said that if Walmart is expanding its business in new country
then its beneficial for nation also as they are also getting income in the form of tax only. As a
result, this collected tax contributes in the economic development of the country too.
In addition to this, it can be said that Globalisation also impacts positively on customers
too. In order to support this statement, it has been realised that customers are now able to reach
their desired products and services very easily in their native country only. This is only possible
because of globalisation, as companies are now availing its products and services in various
country which makes it easier for customers to explore new products and services in native
country only. It also gives options to customers to compare and select the desired product in
terms of quality, quantity, accessibility, prices and many other factors which influences
purchasing behaviour of customers. It also gives opportunities to customers to try new products
and services according to their pocket. As a result, it can be said that concept of globalisation is
beneficial for everyone and contributes equally contributes in the raising overall economy of the
world.
Role of globalisation in marketing function of Walmart
According to the thoughts of Laudon and Laudon, (2012) it has been analysed that
globalisation plays an essential role in the marketing function of every small as well as large
organisation. It can be that globalisation have enhanced number of options in marketing activities
for business organisation like Walmart as they can now use latest and cost effective pattern.
Along with this, it has analysed with expansion of a company at global level, marketing team of
the organisation can now communicate to new customers so that they could attain their targeted
goals and objectives. This also raises number of opportunities for marketing as they can now
generate huge level of work as well as profitability for the company. In addition to this, it has
been analysed that globalisation have directly contributed in changing ways of marketing
activities in which they were executed in past.
Apart from this, author also felt realised globalisation have also helped marketing team in
using latest technology that helps this team in reaching maximum number of customers with less
expenses. As a result, it also contributes in the achievement of targeted goals and objectives very
quickly.
Impact of globalisation on marketing functions of WALMART.
4

As per the view point of Le Heron, (2016) it has been analysed that globalisation has its
own impact over marketing function of business organisation like Walmart. It can be said that
these impact can be in the form of positive as well as negative manner. In context to positive
manner, it has been evaluated globalisation have allowed companies to reach huge number of
customers who can give maximum profit to the company. It has also enabled marketing team to
use latest technology that is available in another country which is cost effective and also
contributes in attaining targeted customers in positive manner. Along with this, it can be said
that impact of globalisation is positive for the Walmart as marketing team of this company is
now communicate other companies as well as their marketing team which enables them to
understand latest marketing trend that are helpful in influencing customers interest. This directly
contributes in the success of company as they are now using latest methodology in order to
communicate maximum number of potential customer in positive manner.
Another positive impact of globalisation in marketing function of Walmart includes
adoption of strategies which is feasible for market place. It has been evaluated that it is important
for manager to choose different marketing activities according to the market place and
requirement of customers. For example: If Walmart is expanding its business in developed
country then adoption of social media can be seen as the affordable and best suitable option for
the company. As the country is already developed and its citizens are using advance technology.
This makes easier for marketing team of Walmart to communicate with the targeted customers.
Apart from this, it has been identified that negative impact of globalisation in marketing
function is that when an company is expanding its business international market its difficult for
the marketing team to understanding actual scenario of market to make effective marketing
strategies for them. This whole process of analysis consumes time as well as money of whole
team which stops them to enhance profitability of company. It can be said that, globalisation
have increased availability of technology which have raised expenses of companies in non
required areas. As a result, marketing team is not able to decide which marketing strategy should
be ad opted by them.
Barriers of globalisation
According to the point of view of Lingard and McGregor (2014) it has analysed that
there numerous of barriers which are faced by business organisation while implementing concept
of globalisation that is expanding business in new countries. It can be said that Walmart is a large
5

in size which is already established successfully in different countries. But, whenever this
company is expanding its business in any new country its overall team is facing various kind of
issues. These issues can be related to customers, lack of technology, problem generated because
of staff members, linguistic problem and many more. It has been analysed that these barriers or
problems varies from company to company and nature of product and services which they offers.
Some of the barriers which are faced by Walmart while expanding its business in another
countries are described as below:
Cultural barrier: Variation in culture of countries can also be seen as the barrier as its
difficult for companies to establish their business in those countries whose culture is completely
different from them. In context to Walmart, cultural barrier is the main difficulty which might be
faced by this company as its a big problem for the company to adapt local culture of place and
then make its policies and procedure for its manpower. It can be said, it is always not possible for
the companies to involve external culture in every decision which makes it difficult for them to
get local support in order to attain their targeted goals and objectives.
Technological issues: Another issue which is faced by Walmart while expanding its
business in international market is the technological barrier. It has been analysed that product
and services of Walmart are less expensive which influences the company to expand its business
in under developed and still developing countries in order to attract its local citizen with low
pricing strategy. It has been observed that main barrier of this expansion is unavailability of
advance technology. It can be said that due to lack of technology, it becomes hurdle for business
organisation to achieve manage their business activities with less technical support. As a result,
they are not able to enhance their command in that market place. Lack of technology also creates
difficulty for management team communicate effectively with employees for purpose of
discusses new policies and strategies for them.
Management of working staff: Another barrier that is faced by Walmart is management
of working staff which will going to be hired in new country. It can be said that it will be
difficult for the management team of Walmart to hire new staff for executing business activities
at new place. Along with this, it is also difficult for management team to manage workforce who
belongs to different culture and feels problems in coordinating with other staff members. As a
result, it has been identified that dealing with new staff at new place is a problematic situation
6

which is faced by Walmart and its already existing management staff who leads stores of new
area.
Chapter 3: Methodology
3.1 Research Approach
Qualitative research: Qualitative research are concerned with understanding of human
behaviour. In this data are mainly collected from participant observations and interviews. These
research are subjected to seek in depth of description in narrative form. In this type of research
variables are very clear and easily understood in advance by and researcher (Menon and Menon,
2017). There are various types of tools included in this research that are interviews, focus groups
and observations. This study investigates quality of activities, situations and relationships this
research put great emphasis on descriptions. This research basically focuses on experiences of
people and data are collected through respondents. It is an scientific research which helps in
gathering non- numerical data.
Quantitative Research: Quantitative research are generally concerned with finding facts
related to social phenomena. In this type of research data are basically collected from measuring
things. These research are objective to seek precise approach of management in a numerical
form. In this method of research researchers have only rough idea about any variable in advance.
There are four types of quantitative research that are descriptive, quasi-experimental, correlation
and experimental (Oly Ndubisi, 2017). It is an systematic investigation which helps to observe
phenomena with the help of statistical, computational and mathematical techniques. This types of
researches are use where there are large amount of respondents and need to find descriptive
analyses of any report.
In this research, investigator have chosen qualitative approach of analysing overall
research. This approach have been chosen because it is completely based on experience and
observance. As a result, they are able to find out true outcome for the research.
Inductive research
This research is also called inductive reasoning. It begins with theories and observation
which are projected at end of process of research that lead to results of observations. Inductive
Research includes search from observation for pattern and explanations for development. It
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starts with elaborated world's observations which step forward to more abstract ideas and
generalisation (Sassen, 2016).
Deductive research
It focuses on creating hypothesis which is based on current theory and after that
designing a strategy of research which helps in testing hypothesis. Moreover it has been defined
that deductive refers to reasoning from a specific to general. In case of implying a casual
relationship by a theory which is particular it may be true in various cases (Sparrow, 2012).
As per the above mentioned researches, it has been analysed that researcher have
adopted inductive research in order to conduct an effective research.
3.2 Methodologies
Sampling
It is a selection of group of individuals from a statistical population to assume quality of
the entire population. Every observation done measures one or more than one property. It is also
termed as survey done from respondents. There are basically three types of sampling which are
cluster, random and simple. Mostly systematic sampling is used as it gives proper and adequate
results from respondents (Stark, 2015).
Data analysis
Primary Research:Primary research is designed to conduct first- hand study of
procedures and experiments. This form of research are more exclusive and an individual can
easily make decisions in order to reduce risk and enhance their competitive advantages. These
researches are generally more complex and focus on companies prospects (Introducing Research
Methods, 2017). It is an most essential marketing tool which includes which involves surveys,
interviews, experiments and field tables. In this research, investigator have chosen questionnaire
to collect information from 30 respondents (Stromquist and Monkman, 2014).
Secondary Research: Secondary research are conducted by third party in order to
analyse and apply them to their project. This researches are already available and focuses on
markets. It is generally easy to conduct this research and are obtained from public sources. These
researches are usually cheap and easy to get. Secondary research enables a person to evaluate
market forces which includes growth rates and other market dynamics. In this type of research
trade journal, paid databases, balance sheet and desk researches take place. In context to present
8

research, researcher have chosen books, journals and online articles for finding out authentic
information which will contribute in attaining true outcome for research
In the present research, investigator have used both the primary as well as secondary
method of data collection. Primary method have been selected to collect authentic data from
respondent whereas secondary method have been chosen in order to meet research timeline. As a
result, both of these methods will help in finding out true outcome of research topic.
Cost, access and ethical considerations
Cost incurred while doing research is of various resources used like labour, transportation
charges etc. When a company trade on a global level they must set a budget to invest in their
business. It is important for the researcher to formulate an effective budget under which project
can be easily completed without facing financial trouble. For this research, investigator have
finalised 16K for executing this research in effective manner. Under ethical consideration it must
be that information used by us from online sources must be authenticate whereas nobody can use
data collected by an individual for their research must not be used by someone else without
permission. It is done to avoid copying of information or data (Vellas, 2016).
Chapter 4 Data Collection and Analysis
4.1 Data collection
Questionnaire
Q1) Are you aware with the concept of Globalisation?
a) Yes
b) No
Q2) What are the main advantages of Globalisation?
a) Higher Standard of Living
b) More goods & services at lower prices
c) Increases international economy
Q3) What are pre requites that are necessarily required by Walmart while expanding its
business at global level
a) Finance
b) Latest technology
9

c) Human resource
Q4) What are major barriers that can be faced Walmart while implementing the concept of
globalisation
a) Technological issues
b) Managing manpower
c) Cultural barrier
Q5) Do you think Globalisation has increased variety of products and services for customers?
a) Agree
b) Disagree
Q6) What are the benefits of globalisation in marketing function of Walmart?
a) To reach potential customers
b) Improve marketing techniques
c) Formulate effective marketing strategies
Q7) What is the role of globalisation in marketing function of Walmart?
a) Enhance business market
b) Increase brand awareness
c) Increase Sales performance
Q8) Are you satisfied with services provided by Walmart?
a) Yes
b) No
Q9) Does globalisation contributes in increasing employment opportunities?
a) Agree
b) Disagree
Q10) Provide some ways by which Walmart can move its business in emerging marketplace
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4.2 Data analysis, presentation and discussions
THEME 1: Awareness about globalisation
Q1) Are you aware about the concept of globalisation? Frequency
a) Yes 16
b) No 14
Interpretation: As per the above mentioned graph, it has been identified that concept of
globalisation is very broad term which simply means integration of people, government, culture,
society and organisation. It has been identified that among 30 respondents 16 people have said
that yes they have know ledge about this term as they works in a multinational company which
is already operating its business activities at global level. Apart from this, 14 respondents have
denied to the similar question. The reason which have been stated by these respondent is that
they are not going outside. This makes them backward in terms of knowledge.
11
a) Yes b) No
13
13.5
14
14.5
15
15.5
16
16
14

12

THEME 2: Main advantages of Globalisation
Q2) What are the main advantages of Globalisation? Frequency
a) Higher Standard of Living 12
b) More goods & services at lower prices 10
c) Increases international economy 8
Interpretation: From the above mentioned graph, it has been identified that globalisation
bring lots of advantage for customers, nations as well as business organisation too. Main
benefits which are identified includes more goods & services at lower prices, higher Standard of
Living and increases international economy. As per evaluation, 12 respondents have stated that
main benefit for globalisation is that it increases standard of living of people. These respondents
thinks that globalisation have increased employment opportunities which have made people self
independent to make their lifestyle better. Whereas, 10 of them said that major benefit of
globalisation is that it reduces prices of goods and services as globalisation have increased
competition which have forced companies to deduct their price to gain competitive advantage.
13
a) Higher Standard of Living
b) More goods & services at lower prices
c) Increases international economy
0
2
4
6
8
10
12
12
10
8

Remaining 8 respondents thinks that globalisation is increasing international economy which can
be seen as its major advantage.
14

THEME 3: Pre requisites that are necessarily required by Walmart while expanding its
business at global level
Q3) What are pre requisites that are necessarily required by Walmart
while expanding its business at global level?
Frequency
a) Finance 13
b) Latest technology 8
c) Human resource 9
Interpretation: According to the above specified graph, it can be said that every
organisation requires lots of pre requites which helps company in successfully expanding its
business in international market. It has been observed that 13 respondents believes that finance is
the major pre requisites which is required by Walmart while expanding its business as with the
help of money only any company can set up its business at global level. On the other hand, 8
people have said that availability of latest technology is the major that will help Walmart in
expanding its business because without usage of advance technology, the company cannot
communicate with employees as well as customers which might become reason for failure in
15
a) Finance b) Latest technology c) Human resource
0
2
4
6
8
10
12
14
Column B

future. Remaining 9 of them believes that mainly company requires skilled and trust worthy
human resources to establish effective business.
16

THEME 4: Major barriers that can be faced Walmart while implementing the concept of
globalisation
Q4) What are major barriers that can be faced Walmart while
implementing the concept of globalisation
Frequency
a) Technological issues 11
b) Managing manpower 9
c) Cultural barrier 10
Interpretation: As per the above specified graph, it has been analysed that expanding
business at international market is not easy for the companies like Walmart, because there are
numerous of barriers which are faced firms at the time of expanding business at international
market. These barriers includes technological issues, cultural barrier and managing manpower.
As per evaluation, it can be said that 11 respondents thinks that technological issues is
considered as the main barrier which might be faced by Walmart. 9 among them thinks that
management of manpower or working staff is main barrier as its difficult for management team
17
a) Technological issues
b) Managing manpower
c) Cultural barrier
0
2
4
6
8
10
12

to deal with new employees in expanding country. Remaining 10 people have said that cultural
barrier is the main issue that interrupts while expanding business at international market.
18

THEME 5: Globalisation has increased variety of products and services for customers
Q5) Do you think Globalisation has increased variety of products and
services for customers?
Frequency
a) Agree 18
b) Disagree 12
Interpretation: According to the above specified graph, it can be said that globalisation
have increased variety of products and services for customers. In order to support this statement,
it can be said that globalisation have allowed companies to operates its business in various
countries which directly increases its number of products and services in different countries. It
has been evaluated that 18 respondents among 30 have agreed that yes globalisation have
increased number of products and services for customers as they believes that now more
companies are operating their business in international market which directly enhances number
of products and services. This increases number of options for customers in products and
services which helps them in choosing best suitable to them. Remaining 12 respondents thinks
that it does not increases number of products and services for customers.
19
a) Agree b) Disagree
0
2
4
6
8
10
12
14
16
18
18
12

THEME 6: Benefits of globalisation in marketing function of Walmart
Q6) What are the benefits of globalisation in marketing function of
Walmart?
Frequency
a) To reach potential customers 10
b) Improve marketing techniques 11
c) Formulate effective marketing strategies 9
Interpretation: From the above mentioned graph, it has been identified that there are
numerous of benefits of globalisation in marketing function of Walmart which influences
profitability of the company. Its benefits includes reaching potential customers in less time,
improving marketing techniques and formulation of effective marketing strategies. As per
observation, it has been identified that 10 respondents thinks that benefits of globalisation in
marketing function of Walmart is to reach potential customers. Whereas, 11 of them thinks that
globalisation is improving marketing strategy for Walmart as marketing head of this company
could improve existing strategy according to the need and requirement of the workplace.
Remaining 9 among them have specified that globalisation helps in improving effective
marketing strategies for maximising profitability of Walmart.
20
a) To reach potential customers
c) Formulate effective marketing strategies
0
2
4
6
8
10
12

THEME 7: Role of globalisation in marketing function of Walmart
Q7) What is the role of globalisation in marketing function of Walmart? Frequency
a) Enhance business market 16
b) Increase brand awareness 8
c) Increase Sales performance 6
Interpretation: According to the above specified graph, it can be said that globalisation
plays an essential role in the marketing function of Walmart. It different role includes
enhancement of business market, increases brand awareness and increases sales performance. As
per the evaluation, it has been identified that 16 respondents believes that main role of
globalisation in marketing function is to enhance business market. Whereas 8 of them thinks that
globalisation contributes in increasing brand awareness of Walmart and its products. It can be
said that with help of global expansion companies are now able to promote its products and
services in new countries which directly increases its awareness at market place. Remaining 6
respondents among 30 thinks that main role of globalisation in marketing function is to increase
sales performance. It can be done easily at global level because company is now interacting with
more customers which directly contributes in the sales performance of Walmart.
21
a) Enhance business market
b) Increase brand awareness
c) Increase Sales performance
0
2
4
6
8
10
12
14
16
16
8
6

22

THEME 8: Satisfied with services provided by Walmart
Q8) Are you satisfied with services provided by Walmart? Frequency
a) Yes 22
b) No 8
Interpretation: As per the above specified graph, it has been analysed that Walmart is
availing huge variety of products and services to customers which provides option to the buyer
to finalise best suitable one according to their budget. It has been observed that 22 respondents
among 30 have said that yes they are satisfied with the services of Walmart because whenever
they have visited this store they always received desired product within their budget only.
Whereas, 8 of them that they are not satisfied because with low price strategy quality of products
have been declined. Along with this, they have also experienced negative behaviour of
employees which can be seen as the main reason for their dissatisfaction.
23
a) Yes b) No
0
5
10
15
20
25 22
8
Column B