Impact of the Globalization on the Marketing Function

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

Table of Contents
INTRODUCTION...........................................................................................................................3
Company background.................................................................................................................3
Rationale.....................................................................................................................................3
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
DATA ANALYSIS..........................................................................................................................5
RECOMMENDATION AND CONCLUSION.............................................................................10
Recommendation.......................................................................................................................10
Conclusion.................................................................................................................................11
REFERENCES..............................................................................................................................12
APPENDIX ...................................................................................................................................13

Covered under ppt
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). For the companies doing the business on the global level is very profitable and beneficial.
This is because it helps the companies in increasing their scale of business.
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.
Rationale
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.
Aim
“To study the positive economic, ethical, cultural impacts of globalization on the function
of marketing. A study on Jaguar”
Objectives
 To identify the importance of globalization on the marketing function of the company.
 To analyse the impact of the economic, ethical and cultural aspects of globalization on
the marketing department of company.
 To examine the challenges faced by the marketing function due to globalization.
 To recommend some measures with help of which the company can improve its
marketing function.

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.
Baylis, Smith and Owens, eds., (2017), articulates the globalization also has a positive
effect on the cultures as well. This is because of the reason that when two different countries
come together to trade with each other than it means that two different cultures are coming
together. In the opinion of Benería, Berik and Floro, (2015), the culture is also increased due to
the reason that when the business runs on global level then many employees are hired which are
of different cultural backgrounds this foster the cultural diversity in the companies.
Costinot and Rodríguez - Clare, (2014), argued that with the above the globalization also
has an ethical impact on the companies who goes for globalization. This is because of the reason
that the all the countries have their specific ethical consideration's ans way of working. In the
opinion of Crane, Kawashima and Kawasaki, eds., (2016), by going for global trade or
globalization the different companies can interact with other companies who follows different
ethics and work practices the domestic company can learn new and improved work practices and
new work ethics.
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 collections: Data are to be collected from various sources and different strategies and
techniques are implemented to gather various information from different areas and places. There
are two types of data collection primary and secondary, researcher will apply both the method to
conduct the research work (Kumar, 2019). As primary results in gathering the original
information while the secondary results in collecting the data from different sources or market
research information.

Sampling: Sampling is the strategy which is used to determine the results when the survey is
conducted from large number of people. Researcher will apply random sampling method to carry
their research work (Opie, 2019). In this research activity, researcher gather the information from
20 marketing managers to know their review regarding the topic which the researcher had
selected.
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
Strongly agree Agree Strongly disagree Disagree
0
2
4
6
8
10
12
14
12
4
3
1
Column B
Interpretation: From the above graph it is interpreted that globalisation is important for the
business and many companies are strongly agreed with the services through which they can

expand their business into large scale. It is also beneficial for the employees to get the
opportunity to earn more profits and also reduce the poverty from their country by importing or
exporting their goods and services.
Theme 2 : Importance of globalisation on marketing functions
Particulars Respondents (20)
Cost saving 3
Business expansion 14
Technology improvement 2
Improve production 1
Cost saving
Business expansion
Technology improvement
Improve production
0
2
4
6
8
10
12
14
16
3
14
2
1
Column B
Interpretation: From the above graph it is represented that Globalisation provides opportunity
to the companies to expand their business into international market and earn more profits and
enhance their brand image. Companies establish business to maintain their integrity for longer
term and if they expand their business globally they enhance there working structure in the
international market and bring more schemes and polices internationally.
Theme 3: Impact of economic factors on globalisation in good perspective

Particulars Respondents (20)
Yes 15
No 5
Yes No
0
2
4
6
8
10
12
14
16 15
5
Column B
Interpretation: From the above graph it is interpreted that 15 out of 20 respondent in relation to
marketing mangers feel that globalisation reflects the positive impact on economy of the country.
Due to the concept of globalisation, it brings more business in the international market and this
bring more economy in the country in relation to import and export of goods and services.
Economy is raised if the business grow their productivity into global market.
Theme 4: Impact of culture in respect of business had good impact on globalisation
Particulars Respondents (20)
Yes 14
No 6

Yes No
0
2
4
6
8
10
12
14
16
14
6
Column B
Interpretation: From the above study, it is interpreted that culture in relation to globalisation
had positive impact on the company as different employees from different culture enter in the
company to work and this helps in establishing their integrity and stability in the company. This
also helps in getting more business and also they can bring innovation and creativity at their
work places. Different culture results in variety of people and their thoughts helps business to
grow at large scale. Culture plays different role in company and this also helps to maintain their
brand image and also motive other employees to work accordingly.
Theme 5: Ethics are to be maintained at the time of expanding business globally
Particulars Respondents (20)
Yes 16
No 4

Yes No
0
2
4
6
8
10
12
14
16
18
16
4
Column B
Interpretation: From the above study, it is interpreted that 15 out of 20 respondent feels that
ethics are to be maintained in the company and it also gives accurate and positive results as every
employees work under certain norms which is imposed on both the senior and the superior
employees of the company. They cannot discriminate any person on the bases of caste, colour.
All employees are equal in the company the matter is just regarding to their experience and
knowledge which they exit at the time of work.
Theme 6: Marketing managers faces various challenges at the time of globalisation
Particulars Respondents (20)
Yes 15
No 5

Yes No
0
2
4
6
8
10
12
14
16 15
5
Column B
Interpretation: From the above research it is interpreted that marketing manager faces various
challenges in promoting their products and using various method to expand their business in
different countries. The best challenges which they face is regarding to technology advancement
which affects their marketing techniques but its also provide business to them if they use best
method to beat their competitors in the market.
RECOMMENDATION AND CONCLUSION
Recommendation
From the above research outline it is recommanded that Jaguar company had to focus
more on customer to enhance their business into large scale. If they fulfill 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. Globalisation provides the opportunity to the
business to be expanded their business into large scale and bring different strategies to adapt the
interests of the customers. Jaguar is always ready to face new challenges in the global business
as this helpful in earning more economy in the country and they can manage the culture and
ethics in the companies and their employees also work according to the norms set by the
company.

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. In relation to marketing function it is more beneficial for them to interprets their
functional activities with different culture people and this bring more chances of business to
grow for longer period.

REFERENCES
Books and journals
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.
Egger, P.H., Nigai, S. and Strecker, N.M., 2019. The Taxing Deed of Globalization. American
Economic Review. 109(2). pp.353-90.
Hirst, P., Thompson, G. and Bromley, S., 2015. Globalization in question. John Wiley & Sons.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Opie, C., 2019. Research approaches. Getting Started in Your Educational Research: Design,
Data Production and Analysis, p.137.
Online

APPENDIX
Questionnaires
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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