Impact of Emerging Global Brands on Business Environment

This assignment examines the influence of emerging global brands on the business environment, discussing opportunities and threats associated with their presence. It concludes by offering suggestions for organizations to adapt to this changing landscape.

RESEARCH PROJECT
(PART 2)
1

EXECUTIVE SUMMARY
This present research was based on globalization means that businesses come together to interact
and influence business matters in respect of operating internationally in global market. The major
concept of having the globalization is that many businesses have expanded their operating
activities in local and international market. The aim of the study is to assess the impact of
emerging global brand on Business Environment. Researcher has taken Sainsbury Company for
assessment. Global brand name helps the companies to grow higher to expand their business
operation in the emerging global market.
Further, research also stated that company can expand their business operation through
advertising and social media marketing which is the benefits of having a famous brand name.
Information is the most important role regarding the details of company and data are properly
secured and managed by the internal team members. The findings of the research is that
emerging global brands are influencing the way local organization operated in the business
environment in both positive and negative way. There are many benefits like global brands
create strong competitive advantages for companies and it also improved the quality standard of
products.
2

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RESEARCH METHODOLOGY
Introduction
Research methodologies are vital part of the study as without selecting appropriate
research methods it is not possible to collect the data as well as maintain the validity and
reliability of the research. The scientific methods and process to collect the data is called as
research methodology. It is the ability to replicate the study especially in order to faithfully
replicate the study. In simple words, it provides blue print of the entire research study. In this
present research, researcher has used various elements of research methodologies which are as
follows-
Research Methods
This is first part of the research as it is very important to make it clear the base of this
research on which entire research study is being carried out. The systematic investigation of
particular research problems or questions is called as research. The tool that allows conducting
the study is called as research methods. There are mainly two types of research which are
qualitative and quantitative. Qualitative research is primary exploratory research and it is used to
gain an understanding of underlying reasons and there is no use of statistics and numbers (van
Hees and et.al. 2016). On the other hand, the research that is used to quantify the research
questions or problems by way of generating numerical data and are transfer in numbers and
statistics are called as quantitative data. Scholar has applied qualitative research methods in this
present research in order to reach the desire goals and objectives of the research. Thus,
researcher has successfully assesses the impact if global brands in business environment by using
qualitative methods.
Research Approach
Research approach are also one of the most essential part of the research as it is the plan
and process which consist of the steps of wide assumptions in order to get deep insight of the
methods collected, analyzed and interpreted. There are two main categories of research approach
which are data collection and data analysis. In data collection there are two approach called
quantitative and qualitative whereas in data analysis there are two approach called inductive and
deductive. the approach that focus on causality or experiment is called as deductive approach
whereas the approach that focus in exploring new phenomenon from different perspective is
called as inductive approach (Morseth and et.al., 2016). Researcher has applied inductive
approach for data analysis as it is closely associated with the qualitative research in order to
reach the desire goals and objectives of the research. Thus, researcher has successfully assesses
the impact if global brands in business environment by using inductive research approach.
4

Research Design
After the plan and procedure for data collection and analysis is completed, now
researcher have to look for presenting the data with the help of suitable research design. The
framework of techniques or methods that is chosen by the scholar to combine the several
elements of the study is a logical and reasoning with the intention to handle the research
questions and problems in efficient way is called as research design. Research design helps in
maintaining the reliability and validity of the research. There are two categories of the research
design which are descriptive and experimental research design. The type of research design that
is used to establish a relationship between the cause and effect of the situation is known as
experimental research design. On the other hand, the theory based research design that is
developed by gathering, analyzing and presenting the collected data is known as descriptive
research design. In this present research researcher has taken descriptive research design in as it
is associated with the qualitative study in order to reach the desire goals and objectives of the
research. Thus, researcher has successfully assesses the impact if global brands in business
environment by using descriptive research design (Murshed and Zhang, 2016).
5

Sampling
Sampling is very essential part of study as the sample could have deep impact on the
outcomes of the research study. The process to select the small part or group of population is
called as sampling. With the help of sampling it becomes easy to make statistical interferences
about the population. Sampling has two main categories which are probabilistic and non-
probabilistic sampling. Researcher has taken probabilistic sampling in which random sampling
techniques will be used (Mackey and Gass, 2016). Researcher has taken 20 senior managers of
Sainsbury to identify the impact of emerging global brands on business environment.
Data Collection
Once the data is collected now investigators have to think over to collect the data by
using appropriate methods. Data collection is the systematic process to collect and evaluate data
from variety of sources to get complete and accurate scenario of the area of interest. With the
help of data collection it becomes easy to solve or answer the research questions. However, there
are two methods to collect the information which are primary and secondary. The data that is
collected from the scholar own efforts via survey, interview, questionnaire and observations are
called as primary data. Apart from this, the data which is collected from other sources nit from
researcher own efforts are called as secondary data via government publications, internet
articles, books and journals etc. The information that is collected primary methods are highly
reliable and valid as well as fresh whereas the data collected from any other sources have less
validity and it is duplicate data. Researcher has collected information from primary data via
questionnaire (Cairney and St Denny, 2015).
Data Analysis
Once the data is collected, researcher starts looking for analysis of data as it is very
important because data collected is raw and it is meaningless without its proper evaluation. It is
process to clean, mould and transform the data to make it reliable and meaningful to the users.
There are mainly two types of data analysis which are qualitative and quantitative (Daniel and
Harland, 2017). The data which is analyzed by using statistical and mathematical tools are called
as quantitative analysis such as SPSS, Spread sheet tools. On the other hand, the data which is
analyzed through structuring and coding the data into groups as well as themes are called as
qualitative analysis of data. Researcher has taken qualitative analysis for data analysis in which
data has presented by sing graphs, tables and charts.
Ethical Consideration
Ethics are necessitating pat of the study as researcher have to follow because if researcher
do not follow it is not possible to maintain the validity of the research. Ethics are the norms or a
standard that makes it clear distinction between what is right and what is wrong (Bourque and
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Bourdon, 2017). In this present research, researcher has follows the following ethics which are
as follows-
 All the participants are adults
 Informed consent.
 All participants are allowed to leave the survey when they want and no forceful p
participation.
 Sensitive topics are avoided in the study like religion, caste and race.
RESULTS
QUESTIONNAIRE
Name of Organization: Sainsbury
Designation of Respondents: Senior Managers
Age:
Gender:
1. For how long you are working in the company?
 4 to 8 years
 8 to 10 years
 10 to 15 years
 15 years and above
2. Are you aware of increasing global brands in the market?
 Yes
 May be
 No
3. D you think emerging global brands are creating pressure on your company?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
4. According to you, what do you the impact of emerging global brands on the business
environment?
 Positive
 Neutral
 Negative
5. Do you think, globalization has lead to great opportunities in emerging market to expand the
business?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
6. Do you think global brands create a strong competitive benefit for Sainsbury?
 Yes
 May be
7

 No
7. What are the major factors f globalizations that drive business towards growth?
 Technological Factors
 Political Factors
 Social Factors
 Others
8. What are the advantages of global brands for Sainsbury?
 Aggressive Marketing
 Technological Advancement
 Raise Customer Awareness
 All the above
9. Do you think organizations are satisfied with the emerging global brands?
 Satisfied
 Neutral
 Dissatisfied
10. Do you think political stability is very important for organization to conduct the business
smoothyly?
 Yes
 NO
 Not sure
11. Do you think with rise of globalization and emerging global brands, completion has highly
increased among companies?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
12. Do you agree that with the rise of global brands, customers are highly demanding?
 Strongly Agree
 Agree
 Neutral
 Strongly Disagree
 Disagree
13. According t you, what are the ways by which organization can reduce the impact of global
brands on the business environment?
 Partnership with global brands
 Low Cost Leadership
 Use of Customer Relationship Management (CRM)
 Investment in R&D
Theme 1: Maximum Senior Managers are working in Sainsbury for last 8 to 1 years.
PARTICULARS FREQUENCY
4 to 8 years 4
8

8 to 10 years 6
10 to 15 years 8
15 years and above 2
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 2: Yes, Senior Managers are aware of increasing global brands in the market.
PARTICULARS FREQUENCY
Yes 10
May Be 8
No 2
9

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
10

Theme 3: Emerging global brands are creating pressure on Sainsbury Company.
FREQUENCY
Highly Agree 4
Agree 6
Neutral 2
Highly Disagree 3
Disagree 5
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 4: The impact of emerging global brands on the business environment is Neutral.
PARTICULARS FREQUENCY
Positive 12
Neutral 5
Negative 3
11

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 5: Globalization has lead to great opportunities in emerging market to expand the
business.
PATICULARS FREQUENCY
Highly Agree 5
Agree 6
Neutral 1
Highly Disagree 3
Disagree 5
12

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 6: Global brands create a strong competitive benefit for Sainsbury.
PARTICULAR FREQUENCY
Yes 11
May Be 4
No 5
13

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
14

Theme 7: Technological Factors of globalizations that drive business towards growth.
PARTICULARS FREQUENCY
Technological Factors 8
Political Factors 5
Social Factors 4
Others 3
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
15

Theme 8: Aggressive Marketing is the biggest advantage of global brands for Sainsbury.
PARTICULARS FREQUENCY
Aggressive Marketing 9
Technological Advancement 5
Raise Customer Awareness 4
All the above 2
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
16

Theme 9: Organizations are satisfied with the emerging global brands.
PARTICULARS FREQUENCY
Satisfied 8
Neutral 5
Dissatisfied 7
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 10: political stability is very important for organization to conduct the business
smoothly.
PARTICULARS FREQUENCY
Yes 11
May Be 4
No 5
17

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 11: With rise of globalization and emerging global brands, completion has highly
increased
among companies.
PARTICULARS FREQUENCY
Highly Agree 5
Agree 6
Neutral 2
Highly Disagree 3
Disagree 4
18

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
Theme 12: With the rise of global brands, customers are highly demanding.
PARTICULARS FREQUENCY
Strongly Agree 7
Agree 6
Neutral 2
Strongly Disagree 2
Disagree 4
19

Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
20

Theme 13: Use of Customer Relationship Management (CRM) is the best the ways by which
organization can reduce the impact of global brands on the business environment.
PARTICULARS FREQUENCY
Partnership with global brands 5
Low Cost Leadership 4
Investment in R&D 3
Use of Customer Relationship Management
(CRM)
8
Category 1 Category 2 Category 3 Category 4
0
1
2
3
4
5
6
Series 1
Series 2
Series 3
21

DISCUSSION
Theme 1: Maximum Senior Managers are working in Sainsbury for last 8 to 1 years.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that maximum respondents are employed for last 10 to 15 years. They are very
loyal employees of the company as stated by 8. On the other hand, there are 4 managers who are
employed for last 4 to 8 years and 6 are working for last 8 to 10 years. Rest of 2 are 15 years and
above. Thus, it is clearly understood that all are senior managers and are eligible to answer the
questions in very precise manner.
Theme 2: Yes, Senior Managers are aware of increasing global brands in the market.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that senior managers are aware of increasing global brands in the in the
market as there were10 participants who are agreed. According to their justification with the rise
of globalization, it has becomes easy to expand the business because of liberalize trade and entry
policies that ultimately raises the opportunities for businesses to grow and explore. On the
contrary, there were 8 participants who said that may be increasing as they are not sure. They
said that globalization has not also increasing the global brands but there are many local start-ups
and SME who are also establishing their business. Only 2 managers were answered NO.
Theme 3: Emerging global brands are creating pressure on Sainsbury Company.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that emerging global brands are creating pressure on Sainsbury Company as
there are 6 respondents were agreed and 4 were highly agreed. As per their opinion, global
brands are providing low cost goods with standard quality that is creating intense pressure on the
economy. As per the secondary data, emerging global brands are gaining attention of customers
through innovative goods and services on reasonable prices. On the other hand, there were 3
participants who were against of this and 5 were also not agreed as they said that Sainsbury has
its remarkable and recognized reputation in the market and any new entrants r any global firms
could not affect its profitability and sales.
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Theme 4: The impact of emerging global brands on the business environment is Positive.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that the impact of emerging global brands on the business environment is
Positive as 12 participants has supported. As per their opinion, global brads increases the
competitive advantages in the market, they also bring high-technologies which help other
businesses to improve their operations, further they also create job opportunities which results in
improving the purchasing power of customers. Moreover, there were 5 managers who said that
the impact of emerging brands were neutral as domestic brands are also doing same which global
brands are doing. There were 3 are said that global brands leads to negative impact as they are
putting pressure by adopting low cost leadership.
Theme 5: Globalization has lead to great opportunities in emerging market to expand the
business.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that globalization has lead to great opportunities in emerging market to
expand the business as there were 5 participants who were highly agreed and 6 were agreed. As
per there justifications, globalization has liberalize the trade policies, easy expansion and many
such benefits from which organizations are developing and growing in emerging market like
India, China, Brazil etc. on the contrary, there were 3 managers who were highly disagreed and 5
were disagreed on the fact. They said globalization has increases corruption, terrorism attacks,
export and import of illegal products etc. which is not at all good for the economy.
Theme 6: Global brands create a strong competitive benefit for Sainsbury.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that global brands creates a strong competitive benefits for Sainsbury as 11
were supporting. As per their perspectives, the value that a strong brand brings to a company
translates to very real business benefits. Among them: Increased margins. Positive brand equity
allows company to charge more for product or service. Whereas, there were 4 managers who sad
t may be creates string competitive benefits but not surety as they said that not only global
brands, local businesses are also giving tough competition t the global brands. On the other hand,
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5 were against of this as they said global brands only creates pressure by lowering the price of
products and do not create any competitive advantages.
Theme 7: Technological Factors of globalizations that drive business towards growth.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that technological factors of globalization that drive business towards growth
as supported by 8 managers. They said, global brands brings high-technologies, like robotic
devices, POS cash register system, social media etc. further, there were managers who said
political factors of globalization drive the business growth if political conditions of a nations is
not stable than it is not possible to grow and develop the business. Whereas, there were 4
participants who said that it is very important for the businesses to as globalization has raise the
employment opportunities which has improved the living standard , purchasing power of society.
Rest of 3 is supporting other factors like legal and environmental.
Theme 8: Aggressive Marketing is the biggest advantage of global brands for Sainsbury.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that aggressive marketing is the biggest advantage of global brands for
Sainsbury as supported by 9 participants. They said that global brands turns there consumers into
customers through there aggressive marketing ad it is very important for the survival and growth
of organization. Sainsbury is also adopting this marketing strategy into practice. Whereas there
were 5 participants who said that technological advancement emphasized by global brands are
helping other companies to improve here operations such as use of high-tech machines and tools.
Further, global brands has also raises the customer awareness which is also a great benefits for
the company as now companies use to focus on market research before launching of any goods
which has reduce the wastage of production and manpower and ultimately benefitting the
company. Rests of two were supporting both.
Theme 9: Organizations are satisfied with the emerging global brands.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that organization are satisfied with the emerging global brands as 8
participants are satisfied. As per their views, it is very essential for nations to have foreign direct
investment if there were not global expansion than the nations will never be developed. So, there
is no need to be dissatisfied. On the other hand, there were 7 respondents who were dissatisfied
as they said because of emerging global brands, local brands are not able t grow and they are also
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create competition in the market that is creating pressure on the economy. There were 5 who
have neutral answer as they were confused.
Theme 10: Political stability is very important for organization to conduct the business
smoothly.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that political stability is very important for organization to conduct the
business smoothly as 11 participants are highly supporting. They said if political stableness is not
there than they do not able to focus on the rest of activities because when government bring
changes in policies they businesses also have to do the same. While there were 5 respondents
who were not supporting as they said governments do not bring drastic changes.
Theme 11: With rise of globalization and emerging global brands, competition has highly
increased
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that among companies as with the rise of globalization and emerging global
brands, competition has highly increases and it has become a challenge for organization because
they have to bring changes in their product very frequently to retain customers and for survival
as 5 were strongly agreed and 6 were agreed. Whereas, there were 3 participants who were
strongly disagreed and 4 are disagreed as they said competition is not increasing by emerging
global brands but competition is increasing by advancement technologies.
Theme 12: With the rise of global brands, customers are highly demanding.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and it is identified that with the rise of global brands customers were highly demanding as 7 were
highly agreed and 6 were agreed. They said that global brands are bringing innovative products
which are making customers highly demanding for example the products launched by China
companies. On the contrary, there were 2 managers who were highly disagreed and 4 were
disagreed as they said customers were demanding with the pace of time.
Theme 13: Use of Customer Relationship Management (CRM) is the best the ways by which
organization can reduce the impact of global brands on the business environment.
INTEPRETATION: The above questionnaire filled by 20 senior managers of Sainsbury
and researcher recommended that organization should use customer relationship management
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software as it is one of the best way to reduce the impact of global brands on the business
environment as it helps to manage the customers data in one place as well as allows employees
to be more productive and efficient.
CONCLUSION
The above research comes to the conclusion that emerging global brands are influencing
the way local organization operated in the business environment in both positive and negative
way. There are many benefits like global brands create strong competitive advantages for
companies and it also improved the quality standard of products. Global brands also improved
the effectiveness of products and services of the organization. On the other hand, there are many
factors of globalization that influence the business environment in favorable and unfavorable
way such as technological advancement, political stability, economic, social and many others.
Further, research also indentified the challenges organization or business environment faced such
as it leads to raise the competition among the companies and thus if organization sell less costly
and cheaper products they could raise the market share. Moreover, with the rise of globalization,
the organizations are able to asses’ new market and operate in another business environment.
RECOMMENDATIONS
From the above research conducted researcher has find some recommendations for
Sainsbury to reduce the negative impact of global business brands: Organization should use customer relationship management software as it is one of the
best way to reduce the impact of global brands on the business environment as it helps to
manage the customers data in one place as well as allows employees to be more
productive and efficient.
 In order to gain huge amount of market share, organization should follow cost leadership
where the process of goods is low and quality is standard (Benn, Edwards and Williams,
2018).
 Researchers also recommend that Sainsbury should invest in R&D in order to have a
competitive edge over its competitors. It is the R&D function that develops plans much
ahead other functions.
REFLECTION
I enjoy memorizing academic ideas and concept. This research is based on my academic
interest and I am very excising in conducting this research. I have learned many thing like what
is globalization, what are global brands, opportunities available in emerging markets, what is
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business environment and how it get influenced by the emerging global brands. Before starting
the research project, I have formulated a research proposal that provides the outline of the
research that how the research will be conducted. I feel challenging in formulating aims and
objectives of the research because the entire research is depended on the aim. Globalization is
our topic but have narrow done the globalization into emerging brands and business environment
so that research is more conclusive. Globalization is very broad topic and it is not possible to
identify the outcomes in a systematic manner. After that, I have go through the research
methodologies and where I have decided to select the measure all the pros and cons and there
suitability of each methods. First I have selected qualitative methods because I have to study on
small sample.
I have enjoyed this entire process because it has raised my knowledge and understanding
of the topic deeply and my confident is also raised that from now I can undertake any research
very nicely. In addition to this, the most amazing part of the study is to collect the data by
conducting survey. I have prepared questionnaire, it has consumed my time but it was interesting
too. After that I have collected the data from managers and I have understand the feeling and
views of managers that how the emerging global brands are continuously increasing the threat of
the on business environment. On the contrary, with the emergence of global brands, there are
many benefits of global brands on the business environment as well as on organization. After
evaluating all the information, I have provided some recommendations to organization that how
they reduce the impact of global brands on the operations and functions. Thus, the entire research
study is very amazing and it is very beneficial for my future as I have learned a single step of
research very nicely.
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REFERENCES
Books and Journals:
Benn, S., Edwards, M. and Williams, T., 2018. Organizational change for corporate
sustainability. Routledge.
Bourque, C.J. and Bourdon, S., 2017. Multidisciplinary graduate training in social research
methodology and computer-assisted qualitative data analysis: a hands-on/hands-off course
design. Journal of Further and Higher Education, 41(4), pp.475-491.
Cairney, P. and St Denny, E., 2015. What is qualitative research (Bloomsbury).
Daniel, B.K. and Harland, T., 2017. Higher Education Research Methodology: A Step-by-Step
Guide to the Research Process. Routledge.
Mackey, A. and Gass, S.M., 2016. Stimulated recall methodology in applied linguistics and L2
research. Routledge.
Murshed, F. and Zhang, Y., 2016. Thinking orientation and preference for research
methodology. Journal of Consumer Marketing, 33(6), pp.437-446.
van Hees, V.T., Thaler-Kall, K., Wolf, K.H., Brønd, J.C., Bonomi, A., Schulze, M., Vigl, M.,
Morseth, B., Hopstock, L.A., Gorzelniak, L. and Schulz, H., 2016. Challenges and opportunities
for harmonizing research methodology: raw accelerometry. Methods of information in
medicine, 55(06), pp.525-532.
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