Positive Economic, Cultural and Ethical Impact of Globalisation on Marketing Function

This research project examines the positive economic, cultural, and ethical impact of globalisation on the marketing function. It focuses on the case of Jaguar, a British multinational company in the luxury vehicle industry. The study includes a literature review, research methodology, data analysis, recommendations, and conclusion.

RESEARCH PROJECT
(Positive Economic, Cultural and Ethical impact of
Globalisation on Marketing Function)

Table of Content
 INTRODUCTION
 Company background
 Rationale
 LITERATURE REVIEW
 RESEARCH METHODOLOGY
 DATA ANALYSIS
 RECOMMENDATION AND CONCLUSION
 Recommendation
 Conclusion
 REFERENCES
 APPENDIX

INTRODUCTION
The term globalization refers to as the concept where in any
company or a person can trade with the any other person or
company situated beyond the geographical boundaries of the
country. In simple words it can be defined as the buying and selling
of goods and services within two different countries irrespective of
their geographical boundaries (Egger, Nigai and Strecker, 2019).

Company background
The present research is based on the company Jaguar. This
is a British multinational company founded on 4
September in the year 1922. it is a company which deals in
luxury brand of vehicles.

Rational
The reason behind choosing globalization is that firstly it is
the latest and buzzing topic going on in the global market.
Also, to study the impact of the globalization on the
marketing function of the Jaguar. Another reason is that the
researcher have a personal interest in the topic as he wants
to learn the globalization in depth.

LITERATURE REVIEW
In words of Hirst, Thompson and Bromley, (2015), the
globalization helps the company in fostering the growth of
the company itself along with the growth of the economy.
If the company will work on the global scale then it will
benefit the economy also as it will bring in more resources
and more foreign exchange in the domestic country.

RESEARCH METHODOLOGY
 Data analysis: Data analysis refers to analysing, inspecting and
verifying the research process and the matter which they gathered.
Researcher will apply thematic method to conduct the research
work (Hirst, Thompson and Bromley, 2015). Thematic method is
based on theme and for gathering the data and information in this
respective gives more accurate results than conducting any other
method to carry the research work.

DATA ANALYSIS
 Theme 1: Concept of globalisation is effective for the
companies in context of marketing function
Particulars Respondents (20)
Strongly agree 12
Agree 4
Strongly disagree 3
Disagree 1

Theme 2 : Importance of globalisation on marketing
functions
Particulars Respondents (20)
Cost saving 3
Business expansion 14
Technology improvement 2
Improve production 1

Theme 3: Impact of economic factors on globalisation in good perspective
Particulars Respondents (20)
Yes 15
No 5

Theme 4: Impact of culture in respect of business had good impact on
globalisation
Particulars Respondents (20)
Yes 14
No 6

Theme 5: Ethics are to be maintained at the time of expanding business
globally
Particulars Respondents (20)
Yes 16
No 4

Theme 6: Marketing managers faces various challenges at the time
of globalisation
Particulars Respondents (20)
Yes 15
No 5

RECOMMENDATION AND CONCLUSION
 Recommendation
From the above research outline it is recommended that
Jaguar company had to focus more on customer to enhance their
business into large scale. If they fulfil the expectation of customers
and also their demand are to be taken at the top of their priority it
sticks to maintain their interests in the company for longer period.

To be contin……
 Conclusion
From the above research, it can be concluded that Jaguar
company engages their business into luxury cares and they
maintaining their brand image in the market but due to the concept
of globalisation it brings a positive note to them to enhance their
business globally into international market.

REFERENCES
 Baylis, J., Smith, S. and Owens, P. eds., 2017. The globalization of world
politics: An introduction to international relations. Oxford University Press.
 Benería, L., Berik, G. and Floro, M., 2015. Gender, development and
globalization: Economics as if all people mattered. Routledge.
 Brownell, P. ed., 2019. Handbook for theory, research, and practice in Gestalt
therapy. Cambridge Scholars Publishing.
 Costinot, A. and Rodríguez - Clare, A., 2014. Trade theory with numbers:
Quantifying the consequences of globalization. In Handbook of international
economics (Vol. 4, pp. 197-261). Elsevier.
 Crane, D., Kawashima, N. and Kawasaki, K.I. eds., 2016. Global culture:
Media, arts, policy, and globalization. Routledge.

APPENDIX
1) Is the concept of globalisation is effective for the companies in context of
marketing function.
 Strongly agree
 Agree
 Strongly disagree
 Disagree
2) What are the importance of globalisation on marketing functions.
 Cost saving
 Business expansion
 Technology improvement
 Improve production
3) Is the impact of economic factors on globalisation in good perspective?
 Yes
 No
4) Do you think that the impact of culture in respect of business had good
impact on globalisation?
 Yes
 No
5) Do you agree that ethics are to be maintained at the time of expanding
business globally?
 Yes
 No
6) Do you think that marketing managers faces various challenges at the time
of globalisation?
 Yes
 No
7) What are the various recommendation that company requires improving its
marketing function.
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Questionnaires

THANK YOU