Globalization Impacts on the Brand of an Enterprise - A Case of ZARA

This has helped businesses like ZARA that are coming under Fashion Retail industry, to become a well known brand in front of targeted customers. This has helped domestic business organisations of Fashion Retail industry to expand at international market which helps public in understanding different tools like social media and so on (Enloe, 2016).

Research Project

PART - 1
Title – To analyse how globalization impacts on the brand of the company. A
case of ZARA.
1. Introduction
Globalisation can be defined as a process through which companies improves there
international influence and start performing operations at global business market. Over the years,
globalisation has been one of a crucial factor that has helped business organisations to expand
themselves which were performing at domestic level (Ferreira and Ribeiro, 2017). It is being
found that there are many reasons, why globalisation has increased and here the crucial one is
rise of social media which has helped people in connecting across borders. The widespread use
of smartphones has also enabled global shoppers to have easy access to 'virtual' global markets.
Apart from this, for present report the specific area which has been chosen i.e. Fashion
Retail industry which got affected the most by social media. This has helped businesses like
ZARA that are coming under Fashion Retail industry, to become a well known brand in front of
targeted customers. Along with this, with the help of advertisements on social media, ZARA has
become able to improve customer satisfaction. On the other hand, globalisation has also given
opportunity to business organisations to perform as third party (outsourcing).
At the time of expansion, there are a range of factors that ZARA of Fashion Retail
industry needs to focus and these are business structure, technology and economy in order to
become a successful business organisation in short time frame (Govers and Go, 2016). It can be
said that social media, a tool which impacted positively on improving brand awareness of ZARA
among customers.
1.1. Objectives of the study
 To investigate the relationship between social media and brand awareness.
 To evaluate the impact of social media on increasing brand awareness in global market.
 To examine how fashion retail industry are using social media platforms for brand
awareness.
1.2. Research questions
 Understand the concept of social media?

 Evaluate the relationship between social media and brand awareness?
 What is the impact of social media on increasing brand awareness in global market?
 Examine how fashion retail industry (ZARA) is using social media platforms for brand
awareness?
1.3. Rational of the study
The basic reason behind choosing the topic is, globalisation has been a crucial factor and
a hot topic from past two decades. This has helped domestic business organisations of Fashion
Retail industry to expand at international market which different tools like social media and so
on (Enloe, 2016). Along with this, it can also be said that access to larger markets means that
firms may experience higher demand for their products, as well as benefit from economies of
scale, which leads to a reduction in average production costs.
2. Literature Review
Concept of social media
According to Djatmiko and Pradana, (2016), Social media can be understand as a
computer-based technology which basically helps public (individuals) in sharing of ideas,
thoughts, and information through the building of virtual networks and communities. If it is
talked about business world, social media is continuously helping businesses in becoming a well
known brand through various advertisements and other strategies. Along with this, it can be said
that social media basically stays enclosed with personal information, documents, videos, and
photos and a user can gain knowledge related to same and this factor basically helps in spreading
brand awareness (Ho, Awan and Khan, 2016).
Relationship between social media and brand awareness
As mentioned by Crane and Matten, (2016), social media an online media tool used by
individuals (users) to easily participate, create any content such as banner, posters, videos,
advertisement and share information with other users. On the other hand, it can be said that
mainly companies uses social media in order to promote brand, products or services so that
customers could stay aware about the brand under which company is selling. Away with this,
many business organisations are realizing the importance of social media as a new marketing
strategy and trying to be part of this new communication. They are now trying to adapt their
communication strategies to social media platforms in order to better communicate with

consumers. Basic reason behind choosing this as means of exchange is that, social media is less
time consuming, cheap and fast at the same time.
Impact of social media on increasing brand awareness in global market
As given by Chen, Lin and Shang, (2016), marketing is specifically changing faster than
ever and this has improved the experiences that both business organisations and consumers are
facing with each other. Recently it can be said that, social media has specifically being
categorized among two different approaches and these are traditional and non-traditional. Since
technology is changing, social media has been a crucial approach which is specifically
connecting, look for, and exchange information, thoughts, and experiences of brands and
companies. Facebook, MySpace, YouTube, and Twitter. These are some of social media tools
that are continuously aiding business organisations in improving the brand awareness among
global business market.
Fashion retail industry (ZARA) is using social media platforms for brand awareness
As given by Cavusoglu and Dakhli, (2016), business organisation's that are coming under
fashion industry, it is required for them to have a strong social media marketing strategy. For the
same, many companies like ZARA, H&M and E-SPIRIT in the same industry has adopted social
media as communicational means of exchange to promote their products and services, it is being
found that creative social media engagement may directly aid a business organisation in
reinforcing the brand and it also aid in boosting the sales through making a brand well known
among society (Social Media Marketing for Fashion Brands, 2018). Along with this, it has been
analysed that, some of social media platforms like Facebook, Instagram or Pinterest, are highly
visual platforms, which makes it easy to promote fashion brand. For an example, 31.7 million are
the followers that ZARA is having on Instagram and this has helped them in informing its
followers about new products and services, discounts and many other important decisions that
they are going to take for themselves.
3. Methodology
This section plays a crucial role in every single investigation, mainly there are two
research methods like qualitative and quantitative which can be adopted by a researcher at the
time of conducting the research. This, basically stays dependent upon the chosen topic. For
present report, qualitative research methodology has been taken.

On the other hand, there are two methods like Primary and Secondary research which
consists with a range of tools that can be adopted by a researcher at the time of conducting the
investigation.
Primary Research : This type of research basically includes Interview, Survey,
Questionnaire, Sampling and other tools to pull out favourable information related to the chosen
topic. Under this, researcher is going to use Questionnaire which will aid in gathering the
relevant data in specific time frame (Akkucuk and Esmaeili, 2016).
Secondary Research : This is being considered as a research method which consist with
existing data. Under this it can be said that, researcher basically uses existing data in order to
investigate in depth. It is being found that, this type of data stays relevant by conducting an
investigation.
Research approaches : Research approach can be defined as a plan which basically aid
in collecting, analysing and interpreting the data (Research Approach, 2019). Along with this,
deductive approach has been utilised under this and the reason behind choosing this type of
approach is that, it best fits the qualitative research method which we have already chosen under
this research as deductive approach tests the validity of assumptions (or theories/hypotheses).
Sampling method: This section will basically help an investigator to select the
respondents that will help in collecting the relevant data in specific time frame. Basically, this
will be based on two sets of approaches like Probabilistic and Non-probabilistic. Here,
investigator will be choosing probabilistic method under which convenient sampling method will
be utilising around 40 respondents.
4.Timeline
Gantt Chart: This can be defined as a type of bar chart which basically shows the overall
schedule of a project. It is being found that, a Gantt chart basically contains a list of different
tasks that could be performed and these shows as vertical axis. On the other hand, time intervals
shows on horizontal axis.

6. References / Bibliography

7. Appendix- Log Book
Live Recording
Week Date Nature of contact
e.g. Lecture, Self-
directed, One-to-one
etc
Content Action taken
1 04/03/19
Lecture
Introduction to
research topic
Under this, research topic has been
developed with the help of lecturer and
resolve issues through him/her.
2 30/03/201
9
Lecture
Develop Aim The research aim is based on the topic
so there will be no difficulty faced in
order to develop aim.
3 20/04/19
One – to- one
Frame objectives Mainly the objectives are related to the
aim so with the help of consult with
each other, we make the objectives in
proper manner.

Week Date Nature of contact
e.g. Lecture, Self-
directed, One-to-one
etc
Content Action taken
4 18/05/201
9 Self- directed
Literature review With the help of using secondary
resources such as books, journals,
internet sources, articles, data has been
collected.
5 31/05/19
Different sources
Data collection Under this, primary and secondary
both methods has been used in
collecting information. Questionnaire
is used for collect primary data and
secondary data has been used in
literature review part.
6 17/06/19
Self- directed
Data analysis After collecting data, it is necessary to
analyse them to know about relevancy
as well as effectiveness.
7 05/08/19
Self- directed
Findings Findings are related with the literature
review. Under this any issues and
suggestion related to research can be
taken place.

PART - 2
Executive Summary
From last few decades, not only global organisations but SMEs has kept their focus to
expand or grow in order to become a leader at marketplace. New technologies and the
continuous innovation has been crucial ones to lift up the life spans of different products and
services that companies are selling. Here, globalisation has been one of a crucial factor which is
regularly impacting upon overall economical conditions and it is also rapidly improving the
performance level of business organisations as well that are expanding their businesses at
international level. Thus, it can easily be said that globalisation can be considered as a crucial
factor which is impacting regularly upon brands. Companies are regularly maintaining there
brand and themselves in order to survive and to sustain for a longer period of time. Government
of different nations are also helping companies and offering them with a range of benefits so that
they can expand themselves at marketplace. In the future as well, globalisation will rapidly
improve and it can easily be said that organisations that are looking forward to expand
themselves will gain a good position at international level.
A multinational brand named as ZARA, was found in the year of 1975 and since than
company has gained a good brand image in all over the world. Apart from this, it is a main brand
of the Inditex group which is a leader in clothing sector at global level. Along with this, company
is having more than 10,000 stores at international market and this has helped business companies
in becoming a well known brand. Interbrand has also ranked ZARA at 73 position out of 100
best business companies at world level and considered this organisation as an element which
transformed itself from a local brand to a global brand just in 30 years. It is being found that
basically the success of Zara came from the change that they brought within the fashion industry
and now in all over the world company is selling super-rich branded mass-market products.
Along with this, customer satisfaction, a vital factor which basically improves a brand image and
it can be said that if a company expand its business at international level, it will be required to
keep there focus on customer needs and requirements.

Research Methodology
It can be defined as the method of gathering information and taking logical decisions for
the business. It has a set pattern which needs to be followed by the investigator to make the
research work more successful. Mainly there are two research methods like qualitative and
quantitative which can be adopted by a researcher at the time of conducting the research.
Qualitative research mainly focuses on WHY as compared to WHAT in context to the
phenomena of the research problem. Under this logical interpretations are taken out after the
completion of the research work. On the other hand quantitative research method generally
requires a standardized method for the data collection method.
Data Collection Tool : Basically, there are two methods like Primary and Secondary
research which consists with a range of tools that can be adopted by a researcher at the time of
conducting the investigation. Primary research is know as the first hand data collection method.
In this the data is collected for the first time by the respondents from the various sources. It is the
new research done to know the solutions to the problem. The researcher gathers the data from
various sources, analyse it and than interprets or draw the final conclusion. Primary research is
considered as one of the best method for conducting the research. As in this the results are more
accurate and the chances of error is reduced. Primary research method is further divided into
various other types. Questionnaire is the set of questions prepared by the investigator to know the
answers to the problem. Using questionnaire will reduce the chances of error and respondent will
not be biased in gathering the data. As the data will be directly collected from the respondents
and there are less chances of inaccuracy in the collected data. So researcher will make use of this
type of method for drawing the conclusion and for finding answer. On the other side, Secondary
research is known as the second hand data collection method. The data in this is directly
collected from some other sources. The chances of accuracy in this type of data is very less
because the data is gathered from various other sources and not directly from the respondents.
The data in this is generally collected from websites, published reports, etc. The chances of
biased data is generally increased in this type of research method. The information collected
involves various other unnecessary information so that chances of correct data is reduced. The
method which is used to gather the data is questionnaire. The main reason behind the adoption of
this method that in comparison to interviews it is time saving and provide accurate and reliable
information.

Research approaches : The data collection and analysis part is conducted using various
tools and techniques. This is because if these techniques are not used than the results for the
research will be more accurate and precise. Analysis and interpretation part will also be done in
the most desirable manner. Research approach is totally dependent on the nature and type of the
problem raised for the research. Research approaches are basically of three types which are
deductive, inductive and abductive. In this research deductive research is used by the researcher.
Along with this, deductive approach has been utilised under this and the reason behind choosing
this type of approach is that, it best fits the qualitative research method which we have already
chosen under this research as deductive approach tests the validity of assumptions (or
theories/hypotheses). Deductive approach helps in knowing the unknown facts and figures in
regarding the research problem. Research problem and topic is transferred from the general sense
to the specific sense. The validity or assumptions are drawn using hypotheses theories and
practices. Whereas the other methods of research-approach does not help in clearly defining the
problem and knowing the answer to the problem addressed.
Sampling method: Sampling method is the systematic procedure used for deciding the
population for the research. Methods are basically used to choose the sample from the available
set of population. The population for the research can be selected through a range of sampling
types and it could be anything from Convenience sampling, randomly or by using some other
method. Basically, there are two sets of approaches like Probabilistic and Non-probabilistic can
be used. Probabilistic approach is the method in which respondents have a equal chance of being
selected for the research. In present context, sampling method that researcher is going to select
i.e. convenience sampling methodology. On the other side, if it is talked about non probabilistic
approach the respondents are picked up randomly and there is no equal chance of getting
selected which no method or technique is used to select the respondents for the research purpose.
Here, it can be said that probabilistic method is considered as one of the best and easiest method
for selecting and picking up respondents. As in this proper techniques are utilised at the time of
performing the research in a much more rightful manner. Along with this, in order to conduct the
investigation in a rightful manner, investigator is going to utilise the probabilistic method and
under this convenience sampling methodology will be utilised and away with this, 40
respondents will be taken for conducting the research in much more rightful manner. The reason
for choosing convenience sampling methodology is that, it usually utilised because it allows the

researcher to obtain basic data and trends regarding researcher's study without the complications
of using a randomized sample. The main reason behind the adoption of this method that this will
aid in attainment of significant result which are more reliable in comparison to the other one.
Also, the accuracy of being true in prediction with the help of this method is more because
investigator has made assumptions on the basis of fixed probabilistic number which is taken
while carrying out research.
Data Analysis
Data Analysis can be defined as a systematic process which is basically being applied
considering a range of logical techniques which can be described or illustrated and this
specifically aid in evaluating the data in specific time frame (Leong, 2012). This is being
considered as one of a crucial approach which helps in pulling out favourable outcomes. It has
been analysed that without a data analysis section no results can be carried out for any kind of
investigation.
THEME 1 : Awareness of globalisation and its impact upon organisations
Q1. Are you aware of globalisation and its impact upon organisations? FREQUENCY
a) Yes 30
b) No 10
INTERPRETATION :- Globalisation has been a crucial sector to study which basically
removes barriers related to trade among different countries and this directly helps organisations
in expanding operations all over the world. With the help of above mentioned report, it is being
30
10
a) Yes
b) No

interpreted that most of people has the information about globalisation and they also said that
mainly globalisation aid companies in expanding business at international level which means it
impacts upon organisations. Here, 30 respondents have said that they know about globalisation
and there impacts that they have done on different business organisations. Apart from this, 10 out
of 40 respondents has mentioned that they do not have any sort of information related to
globalisation.
THEME 2 : Globalisation can be considered as a factor which is affecting brand image of
companies
Q2. According to you, is globalisation can be considered as a factor which is
affecting brand image of companies?
FREQUENCY
a) Yes 35
b) No 5
INTERPRETATION :- Brand image helps a business organisation in becoming a known
company among public at international level. To improve the same, companies basically uses
different strategies so that they could directly improve the profit margins in specific time frame.
Above graph is showing that out of 40, 35 respondents are in favour and has said that
globalisation basically impacts positively upon brand image of business organisations. Along
with this, only 5 has mentioned that globalisation factor will not affect a firm's reputation or
brand image because there are ample number of other organisations that are performing well at
35
5
a) Yes
b) No

marketplace. Thus, it cannot be said that just because of a globalisation factor a company can
improve its brand image at international level.
THEME 3 : Major benefits that a company like ZARA can have while spreading out there
operations at world level
Q3. What are the major benefits that a company like ZARA can have while
expanding there business at international level?
FREQUENC
Y
a) Increase in sales 25
b) Profit maximisation 5
c) Enhancement of stores 10
INTERPRETATION :- Business expansion most of the time helps a company in gaining
a range of benefits. Thus, it is pretty much required for every single business organisation to
focus on expanding themselves at marketplace. Considering the above pie, it is being interpreted
that 40 out of 25 were in favour of improvement in sales. They have said it because, a company
whenever expands its business its productivity improves and this directly impacts positively
upon overall sales of a business company. On the other hand, 10 has mentioned that profit can be
considered as one of a crucial factor which carries positive impact on a company at the time of
globalising themselves. Lastly, only 5 has mentioned that business expansion will help a
company in enhancing number of stores.
THEME 4 : Social media could help ZARA in improving brand awareness
25 5
10
a) Increase in sales
b) Profit maximisation
c) Enhancement of stores

Q4. Do you think that, if social media could help ZARA in improving brand
awareness ?
FREQUENCY
a) Strongly agree 20
b) Agree 10
c) Disagree 8
d) Strongly disagree 2
INTERPRETATION :- Social media in past few years has been a really very crucial
factor which helps an organisation in reaching to new heights which aid in improving brand
image at marketplace. It can be said that business organisations that are performing well at
marketplace, has somehow taken social media in use. Based on the above mentioned pie chart it
can be said that 20 respondents are in favour of social media. Apart from this, 10 agreed that
social media is helping business companies in improving brand awareness. On the other hand, 8
out of 40 disagreed on a fact that social media helps a company in spreading brand awareness
and lastly, just 2 disagreed strongly for the same and mentioned the same reason.
THEME 5 : Main challenges that ZARA could face while using social media
Q5. What are the main challenges that ZARA could face while using social
media?
FREQUENCY
a) Spreading of wrong information 25
20
10
8
2
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

b) Wrong decisions related to strategies 15
INTERPRETATION :- An organisation regularly faces a range of challenges while
performing operations at a larger scale. It has become vital for a company to keep on focusing
upon different sections so that to reduce the risks. In the same way, social media can also be
considered as an element which might affect an organisation's norms. Out of 40, 25 has
mentioned that social media might spread wrong information about a company and this is why it
is not at all beneficial for a business organisation. On the other hand, 15 has said that social
media might take a company to make wrong decisions based on the information that it is
carrying.
THEME 6 : Issues can be faced by ZARA while expanding its business
Q6. What issues can be faced by ZARA while expanding its business? FREQUENCY
a) Technological challenges 15
b) Uncertain international business environment 15
c) Lack of knowledge related to international laws 10
25
15 a) Spreading of wrong
information
b) Wrong decisions related to
strategies

INTERPRETATION :- There are many business organisations that are continuously
goes through a range of issues at the time of expanding business at international level. Since
technology gets changes on a regular basis, it affects the most. Based on the above mentioned pie
chart it can easily be interpreted that ZARA most of the time faces issues related to technology
and uncertain global business environment. 15 respondents has mentioned that, technological
challenges is one of a crucial factor which impacts regularly on ZARA's business expansion.
Apart from this, 40 out of 15 stated that uncertain international business environment mainly
affect growth of ZARA. In the last, only 10 respondents has stated that lack of knowledge related
to international laws impacts upon ZARA's expansion.
THEME 7 : Tools can be used by ZARA for spreading brand awareness
Q7. What tools can be used by ZARA for spreading brand awareness? FREQUENCY
a) Social Media 35
b) Digital technology 5
15
15
10
a) Technological challenges
b) Uncertain international
business environment
c) Lack of knowledge
related to international laws
35
5
a) Social Media
b) Digital technology

INTERPRETATION :- With the help of above graph, it is being interpreted that social
media majorly helps a business organisation in spreading brand awareness at international level
as it do not require a huge amount and also covers all the areas where internet is present.
According to graph, 35 out of 40 people were in favour of social media and said that social
basically helps an organisation in spreading awareness. Along with this, only 5 has considered
digital technology has one of a tool which may aid in spreading brand awareness among people.
THEME 8 : Social media platforms are most beneficial for ZARA
Q8. What social media platforms are most beneficial for ZARA ? FREQUENCY
a) Facebook 20
b) Instagram 10
c) LinkedIn 5
d) Twitter 5
INTERPRETATION :- Social media tools like Facebook, Instagram and so on aid
companies in expanding business at international level which means these are the crucial tools
which basically need proper attention so that business can easily gets expanded in specific time
frame. Considering the above graph, it can be said that Facebook where 20 respondents has said
that it will benefit the most to companies like ZARA. On the other hand, 10 respondents has
mentioned that Instagram basically being considered as a crucial tool that aid different brands in
20
10
5
5
a) Facebook
b) Instagram
c) LinkedIn
d) Twitter

expanding. Along with this, only 5 has said that LinkedIn can be considered as a crucial factor
which aid ZARA in expanding business at international level.
THEME 9 : ZARA to spread brand awareness among people
Q9) Is it necessary for ZARA to spread brand awareness among people ? FREQUENCY
a) Yes 25
b) No 15
INTERPRETATION :- With the help of above mentioned graph, it can easily be said
brand awareness basically impacts regularly on a business company. 25 respondents has said that
brand awareness among public of a business organisation like ZARA could help in becoming a
well known brand. Only, 15 has mentioned that it will not help company in becoming a well
known or a famous brand at international market.
Discussion
Concept of social media
According to the thoughts presented by Nations, D., (2019), it has been analysed that
social media is considered as the combination of two words that is social and media. In this,
social refers to the way in which people interacts with each other for the purpose sharing and
receiving information from each other. Whereas, media is seen as the instrument of
communication such as internet which convey information or message to individual (What Is
25
15
a) Yes
b) No

Social Media, 2019). As per evaluation, it has been seen that traditional form of social media
includes TV, newspaper, radio etc. Social media has some of the basic features which includes
profile of individual, personal user account, news feeds, friends, groups, hashtags, followers,
notifications, comment section, like button, voting systems, information updating, posting and
saving. With the changing time, it can be said that social media is also used as modern tool of
marketing tool through which company promotes its products and services. It also helps
marketing team of company in interacting with its customers at regular basis through which
customers. Furthermore, it can be said that social media also helps business organisation in
developing their positive image among customers. This is done effectively by sharing
advertisement of company on social media sites. These advertisement aware customer about
product and services which are offered at market place along with their specific feature. In
addition to this, social media also aware people about different activities which are performed by
organisation.
Apart from this, the same author have further compared social media with traditional
media. In this, they have identified that traditional media was only sharing information of
company to the people. This was done with the medium of TV, radio, magazine, newspaper etc.
This form of media does not allow company to interact with its customers. But on the other hand,
social media is seen as the two way interactive communication in which company as well as
customers both represents their views with each other at regular basis.
Relationship between social media and brand awareness
social media in present time is an effective tool which is used by business organisations
to attract more and more customers. As this method is considered as one of the best method to
attract a good number of customers. This is because the with the change in technology customers
demands are also changing day day. If the company is successful in making best use of social
media than the organisation will be able to gain competitive advantage in the effective and
efficient manner. The organisation will be able to make better plans for the future course of
action. If social media is taken as tool for promoting the products than the sale of the
organisation can be easily increased. There are various advantages of using social media for the
brand awareness. Some of among them are- the customers will get to know more about the
existing product in the market. As the qualities of the product will help in attracting a large
number of customers, The social media will also help the company in knowing the exact market

which can be targeted for the sale of the product, the views of the customers regarding the
product can be know and innovations can be done as per the need and demand of the customer.
There will be direct contact between the customer and the organisation. So the problems and
views of the customer can handled in the effective and efficient manner. The relationship
between social media and brand awareness can be increased by doing proper research and
analysis of the market. Doing this the organisation will be able to make the best use of social
media.
Impact of social media on increasing brand awareness in global market
Most of the organisations are making new strategies and plans to promote there product
using social media. The major reason behind this is that global market has many opportunities
for increasing and expanding the business using the social media. Social media has a very
positive impact in increasing the brand awareness . This is because using this latest technology
the organisations will be able to increase there performance at the global level. It is seen that the
level of competition is very high at the international market. So to overcome this company' s are
shifting from traditional method to non traditional method for promoting the company's product
and also for creating good image in the mind of the customers who are available in the
international market. The level of risk and uncertainty is high in the international market as
compared to the domestic market. So to lessen the effects of these problems organisations can go
for social media promotion. Using social media at the international level will also be beneficial
in know the mistakes and errors done by the organisation while creating awareness among the
customers. So that the company can have a clear idea about what is to done to increase the brand
awareness at the global level and what is not to be done. The competition at the global level can
also be faced in the effective and efficient manner. The goals and objectives of the company can
also be achieved if the organisation is successful in creating appropriate brand awareness in the
mind of the customers.
Fashion retail industry (ZARA) is using social media platforms for brand awareness
The fashion industry is considered as one of the fast growing and rapid changing industry
in the world. So it becomes necessary for the organisations to make plans and strategies for the
use of social media in the most appropriate and desirable manner. The competition level is also
very high in this type of industry so if ZARA wants to overcome the competition than the
company can make the best use of the social media tool. Since ZARA already has a good brand

image in the offline market so it will be easy for the company to expand its business by creating
brand awareness at the social media platform.
The social media will not only benefits the organisation but also helps the customer in
getting maximum satisfaction. As the customer can gather each and every essential detail about
the discounts and offers given by the organisation. But for this company will require a good
social media marketing strategy. If ZARA is able to make proper use of the social media strategy
than the competition can be faced by organisation in adequate manner. Organisation will also
have different ways for introducing innovation in the product and service. As by using social
media strategy ZARA might become able to get to know the exact demand of the consumers.
This will directly lead to increase in profitability of ZARA and level of clients satisfaction will
improve. It is seen that organisation is attracting consumers in larger numbers from ample
number of websites. So company can make better plans to improve and enhance the same.
Reflection
In the process of carrying out this research many aspects are faced with good and bad
both. The bad issues which are faced by me includes time and fund. This is the basic reason
behind the adoption of questionnaire to carry on research as this will help to collect the
information is less period of time. Also, the aspects which are gone positive from my side is
about getting the response of respondents in true manner which allows me to gather accurate
result which help to attain stated objective of the research. While
Conclusion and Recommendations
Conclusion
With the help of above mentioned report, it is being comprehended that social media has
been a crucial approach when it comes to focus on globalisation factor. Along with this, it has
also been summarised that business organisations would require to use Facebook as one of a
crucial approach so that they can easily improve brand image in a short span. While developing
advertisements for social media it is necessary to look into different practices like green washing
so that company could directly improve overall performance level in specific time frame.
Recommendation
Considering the above information, it can be recommended that companies like ZARA
needs to do proper examination of business environment every quarter so that they could develop

advertisement in the best way to grab attention of customers in a good amount. On the other
hand, it is also recommended for the company to keep on looking into the areas where they could
expand themselves at marketplace in a huge manner.

References / Bibliography

Appendix
QUESTIONNAIRE
Q1. Are you aware of globalisation and its impact upon organisations?
a) Yes
b) No
Q2. According to you, is globalisation can be considered as a factor which is affecting brand
image of companies?
a) Yes
b) No
Q3. What are the major benefits that a company like ZARA can have while expanding there
business at international level?
a) Increase in sales
b) Profit maximisation
c) Enhancement of stores
Q4. Do you think that, if social media could help ZARA in improving brand awareness ?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Q5. What are the main challenges that ZARA could face while using social media?
a) Spreading of wrong information
b) Wrong decisions related to strategies
Q6. What issues can be faced by ZARA while expanding its business?
a) Technological challenges
b) Uncertain international business environment
c) Lack of knowledge related to international laws
Q7. What tools can be used by ZARA for spreading brand awareness?
a) Social Media
b) Digital technology
Q8. What social media platforms are most beneficial for ZARA ?

a) Facebook
b) Instagram
c) LinkedIn
d) Twitter
Q9) Is it necessary for ZARA to spread brand awareness among people ?
a) Yes
b) No
Q10. Any recommendations for betterment of a business company regarding brand awareness ?

Appendix- Log Book
Research Log Book
This form could be used to record the activities during the research and must be included in the
Appendix section of work.
 You may want to discuss:
 what you have done (eg, from one week to the next)
 if you are working in a group, what discussions you have had
 any changes that you have or will need to make to your plans
 what resources you have found or hope to find
 what problems you are encountering and how you are solving them
 what you are going to do next
Live Recording
Week Date Nature of contact
e.g. Lecture, Self-
directed, One-to-one
etc
Content Action taken
1 04/03/19
Lecture
Introduction to
research topic
Under this, research topic has been
developed with the help of lecturer and
resolve issues through him/her.
2 30/03/201
9
Lecture
Develop Aim The research aim is based on the topic
so there will be no difficulty faced in
order to develop aim.
3 20/04/19
One – to- one
Frame objectives Mainly the objectives are related to the
aim so with the help of consult with
each other, we make the objectives in
proper manner.
4 18/05/201
9 Self- directed
Literature review With the help of using secondary
resources such as books, journals,
internet sources, articles, data has been
collected.

Week Date Nature of contact
e.g. Lecture, Self-
directed, One-to-one
etc
Content Action taken
5 31/05/19
Different sources
Data collection Under this, primary and secondary both
methods has been used in collecting
information. Questionnaire is used for
collect primary data and secondary data
has been used in literature review part.
6 17/06/19
Self- directed
Data analysis After collecting data, it is necessary to
analyse them to know about relevancy
as well as effectiveness.
7 05/08/19
Self- directed
Findings Findings are related with the literature
review. Under this any issues and
suggestion related to research can be
taken place.

Research Proposal Form
Student Name: ______________________ Student ID:
____________
Centre Name: _____________________
Tutor: ________________ Date:
___________________
Unit: ____________________
Proposed Title: Different strategies employed by businesses to enter emerging
markets.___________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a
question, objective or hypothesis)To analyse how globalization impacts on
the brand of the company. A case of ZARA.
 Research objectives (e.g what is the question you want to
answer? What do you want to learn how to do? What do you
want to find out?):To investigate the relationship between social media and
brand awareness.
 To evaluate the impact of social media on increasing brand awareness in global
market.
 To examine how fashion retail industry are using social media platforms for brand
awareness.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you
are studying, personal interest, future plans, knowledge/skills
you want to improve, why the topic is important):
Main reason for conducting this investigation is to increasing the knowledge as well as
idea of a learner in globalisation area and different strategies which organisations
employed and how they impacts upon overall performance level of business organisations.

In relation of future plan, this present study area encourage an investigator to reflect
engagement in process of investigation. It will help in future development to an individual
in learning the main key points.

Section Three: Literature sources searched
Use of key literature sources to support your research question,
objective or hypothesis:
Section Four: Activities and timescales
Activities to be carried out during the research
project (e.g research, development and analysis of
ideas, writing, data collection, numerical analysis,
tutor meetings, production of final outcome,
evaluation, writing the report):
Activities Time Duration
 Introduction 10 Days
 Developing aims and objectives 12 Days
 Literature review 15 Days
 Research methodology 13 Days
 Data Collection 18 Days
 Data analysis 8 Days
 Conclusion and recommendation 6 Days
 Submission of the project 3 Days
How long
this will
take:
This
investigation
will take 2
and half
months.
Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Gantt Chart
3

Section Five: Research approach and methodologies
What type of research approach and methodologies are you
likely to use and why? What your areas of research will cover:
Research Philosophy- Positivism and interpretivism are kind of investigating approaches.
Interpretivism research has been taken into consideration within present investigation,
because it provides the in depth information.
Data collection methods- Primary along with the secondary are various kinds of data
collection methods. Primary information is used in developing questionnaire and
secondary data is used in order to conducting literature review part.
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be
submitted for another qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV
sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV)
Date
4

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title: Different strategies employed by businesses to enter
emerging markets.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your
project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where
5

necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults: More
than 18
How will participants be recruited (identified an approached)?
The participants will be recruit by conducting interviews.
Describe the processes you will use to inform participants about what
you are doing:
Through using the email, researcher will inform the participants.
How will you obtain consent from participants? Will this be written?
How will it be made clear to participants that they may withdraw
consent to participate at any time?
The consent will be obtain from participants through using email and it will be in the form of
written.
Studies involving questionnaires: will participants be given the option of
omitting questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical
issues arising from this
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give
6

them a brief explanation of the study)?
Yes No
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
The organisation and research will access data and personal information.
During the research:
Where will the data be stored?
The data will be stored in hard disk and personal computer.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
The data will be stored in hard disk and personal computer.
How long will the data and records be kept for and in what format?
7