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

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