TITLE: “To identify emergence of globalisation. A Case Study on Starbucks brand.”CHAPTER 1: IntroductionOverview of researchGlobalisation is define as a procedure in which interaction and integration betweenindividuals, organisation as well as government are done at worldwide level (Brown, 2017). Thisis beneficial for both society and companies because through it company can expand theirbusiness at worldwide basis. Whereas by globalisation society or people get number of optionsrelated to products as well as services. Background of researchStarbucks is a American public company that operating at coffee shop industry. It isestablished by Jerry Baldwin, Zev Siegl and Gordon Bowker in the year 1971. Its headquarter issituated at South Seattle, Washington, United State and they are offering their products as well asservices at worldwide level (Colás, 2016). Products offer by respective company are coffeebeverages, smoothies, sandwiches, tea, bakery goods and so on. This research is based onidentifying emergence of globalisation so that respective firm can expand its business globallyeffectively. Significance of studyThe significance of conducting this research is to identify benefits and impact ofglobalisation at international companies like Starbucks. Through this respective company able toknow its effectiveness emerging globalisation which help them in developing decision ineffectively and accordingly. Research Aim“To identify emergence of globalisation. A Case Study on Starbucks brand.”Research ObjectivesTo analyse globalisation concept.To evaluate globalisation benefits to drive success of business in Starbucks.To analyse challenges for Starbucks while globalising its business. Research QuestionsWhat is the concept of globalisation? What are the benefits that drive success of business in Star bucks?
What are the major challenges of globalisation for Star bucks? CHAPTER 2: Literature ReviewTo analyse globalisation concept.As per the viewpoint of John Williamson, 2019, globalisation is define as method which playsmain role in growing world trade by providing more effective business options. Through thiscompany able to expand its business at worldwide basis (Globalization: The Concept, Causes,and Consequences, 2019). This will also permit for enhance level of global outcome. To evaluate globalisation benefits to drive success of business in Starbucks.As per the perspective of Velocityglobal, 2019, there are various benefits gain by companies byadopting globalisation at their workplace. Some of the major benefits which can gain byrespective company are it will help in improving standard of company, enhance creativity andinnovation, help in easily access to foreign culture and so on (Globalization Benefits andChallenges, 2019). To analyse challenges for Starbucks while globalising its business. According to Velocityglobal, 2019, a company faced number of challenges that will affect theirbusiness and create hurdle while implementing globalisation. Several limitations whichrespective company faced are increase in competition, culture difference, job mobility and manyothers (Globalization Benefits and Challenges, 2019). RESEARCH TIMEWORKWork Breakdown StructureThis is define as a procedure in which researcher will breakdown whole activity intosmall portions so that work will conduct effectively (Davidson and et. al., 2012). This will alsohelp them in developing strategies according to the step or stage.
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