Aston Martin Globalisation Project

This research project analyzes the impact of globalization on Aston Martin, a luxury sports car manufacturer, and examines the strategies they employ to enter emerging markets. The project explores key aspects like market selection, entry modes, benefits, and challenges, providing insights into the company's global expansion strategy.

Research Project

Table of Contents
TITLE: ............................................................................................................................................1
Chapter 1: Introduction ...................................................................................................................1
Chapter 2: Literature Review ..........................................................................................................4
Chapter 3: Research Methodology ..................................................................................................8
Chapter 4: Data Analysis ..............................................................................................................12
Chapter 5: Reflection & Recommendation for Alternative Research Methodology.....................25
Conclusion ....................................................................................................................................27
REFERENCES .............................................................................................................................28
Appendix .......................................................................................................................................30
Appendix 2 ....................................................................................................................................32
Research Proposal Form...........................................................................................................32
Research Ethics approval form.................................................................................................40
.......................................................................................................................................................43

TITLE:
“To analyse the impact of globalisation and different strategies employed by businesses
to enter emerging markets”. A study on Aston Martin.
Chapter 1: Introduction
Overview of the Research
Globalisation has been of great interest to nearly each business concern. Globalisation is
defined as the process in which an organisation gets more involved in the global business market.
Globalisation brings multinational companies, their products or their brands to ever remote
corners of the globe (Mowforth and Munt, 2015). In this modern era, the expectation of
customers has changed in regards to goods and services, so the major concerned area of an
organisation is to fulfilling the desires of people in respect to attaining higher growth and
success. Going global is essential for each business organisation to expand their business
operations at wide scale for the purpose of attaining significant amount of profit. At the time of
entering into emerging economies, multinational business organisations encounter business
environment which is vary not only through their country or origin, but also amongst each other.
In this particular research project Aston Martin Lagonda Global Holdings plc. is the chosen
organisation. It is a large British autonomous manufacturer of indulgence sports cars or
expansive tourers. The organisation is majorly concern towards attaining higher growth and
success through enhancing its business operations at global level. This report contents study
about the influence of globalisation and different strategies that are employees by business to
enter emerging markets.
Background of the Research
In today's contemporary business world, organisations starts their business operations at
domestic level but must create a long term plan on how the organisation will be going at global
level. Emerging commercial centres are basically recognised as the most incomparable
surroundings that needs a systematized conceptualization, in processing novel business models
and plan of action. Going global is one of the most essential requirement of an organisation but
targeting emerging economies is quite a different from going global (Hopkins, 2011). In this
basically organisations are focused towards entering into some specific regions or countries for
the purpose of attaining higher growth and success within the commercial centre. It is an actual
1

requirement to create strategies for conducting enterprise operations within emerging markets
that are entirely assorted through those which are used in their home country. Aston Martin
Lagonda Global Holdings Plc. is a famous British autonomous manufacturer of Luxury sports
cars and grand tourers. The company was established in the year of 1913 with the potential
efforts of Lionel Martin and Robert Bamford. The company has around 150 car dealerships in
over 50 countries on six continents, and the company is also focused towards making them
global auto-mobile brands. It is public limited company and has a huge concern towards
globalisation, thus the firm has focused on expanding their enterprise functions at worldwide
level in order to attaining high development or earnings.
Rational of the Research
The investigation into thinking is supported on the topic of the impact of globalisation
and different strategies employed by businesses to enter emerging markets. The term
internationalization of multinational organisations into an emerging market is recognised as a
evolution that includes a great deal of risk in regards to volatile marketplace in the sense of both
political and economical imbalance of regions or Countries. In this manner, it becomes rather
complicated to measure how an organisation can enter in to an emerging market. Consequently,
the business selects multiple paths when entering these markets for different reasons. The
potential reason for choosing this research is to exploring the idea and knowledge base of
learners in the specified area of study (Wright, 2016). This study provides a brief knowledge
about globalisation and the ways that are applied by multinational organisation to be globalised
or different entry modes of entering into emerging markets. This is a wide area of study which is
majorly implemented by the research for their personal interest to enhance the knowledge about
the specified area of study. This is a wide area of research that helps create benefits for the
learner as well, thus it is effective in creating a wide knowledge base for learners, who are
willing to knowing about the selected area of study. The enhanced knwoldge about globalsiation
helps them in attaining their future goals in appropriate manner. Moreover this is also effective
for the individuals who are interested in exploring their business operations at global scale.
Research Aim
This recognised as the predetermined statement which helps the researcher in
implementing all research activities in proper manner with the consideration of attaining
appropriate outcome and results. This also refers as broad and compendious statement in which
2

the investigation issue is explained with the support of variables. This is the major aspect which
assist the researcher to moving ahead towards right direction. The significant aim of this existing
investigation is "To analyse the impact of globalisation and different strategies employed by
businesses to enter emerging markets". A study on Aston Martin.
Research Objectives
Research objectives are the key consideration of the research thus in this variables are
determined in the form of statements (Michie, 2011). This basically summarize what is to be
achieved through the study. This section is widely interconnected with the aim of the
investigation thus it plays vital role in providing a significant way to reaching at the potential
outcome. This part is based on multiple objectives, in which some are associated as below:
 To understand the study of globalisation and its role in business success.
 To determine different strategies that are employed by Aston Martin to enter emerging
markets.
 To access the benefits that are derived by Aston Martin by entering into emerging
markets.
 To ascertain the interrelationship between globalisation and emerging market.
 To access the cross factors that can impact on Aston Martin production abroad.
3

Chapter 2: Literature Review
Literature review contains a critical evaluation and the integration of data through a
number of sources and a recognisance of any gaps in the review of literature and develops a
knowledge base for enhancing possibilities for future investigations. This section is effective in
conducting in-depth evaluation on a particular issue with the support of authentic articles, or
scholar papers etc. This recognised as the most impactful part of investigation work, as it
performs effective role in developing a brief cognition base on the nominative area of study
(Mackinlay, 2013). A literature review is also explained as published data in a particular subject
area, and former data in a specified susceptible area within a specified time duration. In this
section data has been gathered through secondary sources like books, journals, articles, scholar
papers, newspapers etc.
The study of globalisation and its role in business success.
As per the views expressed by Patricia Fox and Stephen Hundley, 2011, Globalisation is
considered as the interconnectedness of an individual or businesses around the globe that
eventually assist to global politics, culture or economic integration. It also refers as the ability to
moving forward and communicate with other people or organisations at world wide scale in
respect to conduct business operations globally. A potential situational change that has taken
place in the last few decades is the economic process or globalisation of an organisation.
Business firms are undertaking beyond national boundaries in the pursuit of concern possibility.
Globalization of business is recognised as the change in a business from a firm related with a
single country to one that runs their business operations in multiple countries (Mak, Lumbers and
Eves, 2012). Globalisation plays effective role in developing the operations of an organisation
within the commercial centre and has direct or indirect impact on the global operations of a firm.
There are various roles which are performed by the globalisation, some are associated as below:
Increased Competition: In this modern era of commercial enterprise competition is so high and
the major convergent area of all size of business is to achieving competitive position by
developing the operations of the firm within the commercial centre (Craddock and et. al., 2017).
This caused through more foreign investment flowing to countries, de-regulations that allows an
organisation to enter into markets by which they once precluded.
4

Economies of Scale: Globalisation develops global operations, Through selling across many
continents or country, a business can acquire economies of large-scale production (Saal and et.
al., 2013). This create value for the firm in attaining higher competitive position.
Greater Awareness: This is also an essential role which is performed by globalisation, as
globalised business operations are effective in developing the awareness about the company or
its offerings among its customers (Kapferer and Valette-Florence, 2018). This is also beneficial
for the company to enhance its brand image in the mind set of people.
Different strategies that are employed by Aston Martin to enter emerging markets.
According to the opinion of Sarah Boumphrey, 2015, The first and foremost step to
effectively launching a product or service is to select the most suitable market which is effective
for the growth of business. An emerging market economy determines a nation's economy which
is effectively developing towards becoming more advanced, basically through the means of rapid
growth and industrialization. Now a day's business expansion within the emerging countries are
beneficial for the development of business operations within a new area of market which is more
progressive in-nature. Aston Martin is a famous and well established luxury brand that has work
around for 102 years. Aston Martin is recognised as one of the most iconic brands in the auto-
mobile industry and the potential focused area of the firm is to developing its business operations
by expanding it at global level (Lane, 2013). The company is widely focused on developing its
operations within emerging countries like California & Santiago, Chile, India, China etc. in
respect to attaining higher growth and success within the commercial centre. This is the most
fundamental aspect that plays vast role in expanding business within the emerging countries. The
emphasizes on macroeconomic stability, the consumer market size, growth, the middle class and
the openness. These are some required aspects which are needs to be considered by organisation
while entering into any emerging market strategy. There are different ways that are employed by
Aston Martin to enter into emerging markets, in which some are associated as below:
Exporting: This considered as a potential way to get into into an emerging centre. With the help
of this an organisation can develop an export setup or apply a local distributor channel, thus this
strategy can be used by Aston Martin to become the local distributor within the emerging
markets.
Franchising: Franchising is also an effective business strategy that allows an other organization
or party to operate a enterprise under the brand name of a reputed company. For example, the
5

franchiser grants the franchisee the right to use your brand name and operating systems. The
franchisee is allowed to use the same marketing campaigns as well (Succeed in Emerging
Markets: Selection, Strategy and First Steps.). As a large brand the company Aston Martin use
this strategy to grab a wide area through developing their brand image by the acquisition with
franchisees within emerging markets as well.
The benefits that are derived by Aston Martin by entering into emerging markets.
As per the view of Kimberly Amadeo, Jan 2019, Emerging market is a significant key
which drive to growth in company's economy. It is also refereed as emerging economy.
Emerging market improves the standard of living and enables the company to be industrialised
and adapt mixed economy. Aston Martin has entered into emerging market and get benefits
from this. Some of the advantage are as follows:
 Helps in Growth: Emerging market enable the company to expand their product or
service as it allows firm to enter into multinational trade (Hoffmann and Kumar, 2013). It
improves the standard of living of customer as well as company. In context to Aston
Martin, their productivity has increased as they provide qualitative product which
increased the demand of product. Resist against recession: Emerging market improves the resistance skills of company to
defend against the ups and down of economy (What Are Emerging Markets? Five
Defining Characteristics). As Aston Martin serves its products and services within
worldwide so if profit of one place comes down they can earn it from other place and it
impact them to buffer against recession.
The interrelationship between globalisation and emerging market.
As per th views of Philippe Martin, 2014 , Today's world is fully globalised as they
believes that whole world is a one family at the same time comapnies are entering into
emeerging market which leads them to suscess and growth. There is a relationship between
globalisation and emerging market which connect them and that is both leads to expansion and
career growth of a company. Globalisation and emerging economies are considered as one of the
powerful tool which allows comapny to foresee the future (Findlay and et. al., 2012). These both
tool provides the freedom of trade of products and serrvices without no barriers and also
facilitate migration. Because of exploiting the comapny and emerging economy it ensures the
Aston Martin to manufacture the qualitaive product in an affordable price. It only differ in
6

productivity and income level rather than most of the parameters are similar and interrelated to
each other.
The cross factors can impact on Aston Martin production abroad
According to the opinion of Pooja Chatterjee, 2016, Automotive industry is considered as
the most developing sector that has a huge influences on the economy of a country. In the auto
mobile sector innovation and advancement is necessary and organisations are widely concern on
analysing the factor that has impacted on the performance of an organisation. Aston Martin
Lagonda Global Holdings Plc is a British Independent manufacturer of luxury sports cars and
grand tourers. The major concern area of the firm is to manufacture high tech and advance car
features in respect to capturing a wide area of market. In the auto-mobile sector competition is so
higher within the commercial centre and the major consideration of Aston Martin is to analyse
the cross factors that impacted on the production of the company. External forces are causing the
automotive industry to go through a period of accelerated change. Though high levels of internal
competition drove innovation in the past, new sources of competition have emerged and have
increasingly influenced the development and design of vehicles. There are various cross factors
that can impact on Aston Martin production abroad, some are associated as below:
Raw Material Price: Automotive industry basically enjoyed falling commodity prices for most
part of the year which helped the industry pass on the benefits to the buyers. The fall in the steel
prices mainly was favourable to the industry, there are also some important aspect that are
required for the production of cars. Lack of raw material cause issue in the production of firm,
thus Aston Martin has its various business operations at global level and different country has
their own estimation in regards to the raw material. However the high price of raw material may
influence the production.
Interest Rates: This considered as the major factor that influences the overall operation and
production of the firm. The interest rate is developed by the government of country and each
country has its own norms and policies. The Aston Martin is majorly focused towards expanding
its business within emerging countries and the interest rate of countries are different from each
other and the law rate interest on car sale has influences the growth and profitability of the firm.
7

Chapter 3: Research Methodology
This is an appropriate systematic, theoretical evaluation of the tools which are used to a
specified area of study. It also refers as a systematic process in which various aspects are
involved as assist the whole investigation work in right direction. Methodologies are mainly used
to collect data and information for the purpose of creating appropriate decision to overcome with
the research issue (De Vos, 2012). This is an essential aspect of the research that is based on a
systematic selection of different applications that supports the literature in appropriate manner.
This section has involved various aspects that plays significant role in providing appropriate
solution to a study problem.
Type of Investigation
The primary consideration of a researcher is to select the best suitable type of
investigation in respect to assist the overall investigation in right direction. The type of research
is different like qualitative or quantitative research methodology, thus the selection is depend on
the information which are accumulated through the potential efforts of investigator. Qualitative
investigation is a scientific tool of observation that is based on accumulation of non-numerical
data as in this theoretical data is being gathered, on the contrary quantitative research is a
systematic empirical investigation of observable phenomena with the help of statistical,
mathematical, or computational techniques. In this present research work quantitative research
has been used by the researcher thus it is most suitable tool for drawing valid and reliable
outcome through conducting in-depth and detailed analysis on the chosen area of study. In this
existing research work data is majorly collected through questionnaire as in this questionnaire is
prepared and filled by the respondents through he process of survey.
Research Approach
This is considered as one of the vital part of investigation method which helps in carry
out the investigation work in efficient manner in respect to obtaining authentic results. This
section of the research is categorised among deductive or inductive research approach (Kollman,
2016). In this particular investigation activity inductive formulation approach can be applied by
the investigator thus it is suitable in conducting proper analysis research with the support of
proper facts and figures.
Research philosophy
8

An investigation philosophy is considered as a content about the way in which
information about a process needs to be accumulated, determined and used. It basically deals
with different source, nature and development of knowledge. This part of the exploration has
classified between the two main types like interpritivism and quality investigation philosophy.
In this particular research project, researcher have taken positivism research philosophy is
effective, thus it is appropriate in providing a analysis report which will help the investigator to
study the data from the various prospect of certain phenomenon. This is one of the most
suitable tool for quantitative research as in this data has been gathered through sensory
experience, interpreted through reason and logic, forms the exclusive source of all certain
knowledge.
Data Collection Tools
It is the most important tool of the research methodology, thus the first responsibility of
the research worker is to collect valid or dependable data for concluding the research work in
proper manner. In a research the data has is collected from the two main types one is primary
and other one is secondary tools of information collection (Coker, 2014). Primary tool is
effective in conducting primary research thus, this is effective in accumulation of data for the
very first time and in this previous reviews are not applicable whereas the secondary tools are
used by the investigator for gathering reliable data through published sources. In the present
investigation activity both primary and secondary source of data collection are used by the
investigator. Primary tool is helpful in executing survey in which questionnaires are used, that
includes the purpose and motive of the research. Under this questionnaires is filled by the
respondents whereas in the secondary research is impressive in conducting the data for the
literature review with the support of collecting data from secondary tools like books, journals,
published articles, newspapers etc.
Data Sampling Tools
Sample distribution is recognised as a method which is applied in statistical investigation
in that a planned amount of observations are taken from a large population. Sampling has been
categorised among probabilistic and non-probabilistic sampling technique. The technique applied
to collect from a large population based on the type of investigation being done but may include
simple random sampling or systematic sampling (Robertson, 2012.). In the present investigation
project random sampling tool is being used by the researcher thus it is useful in accumulation of
9

dependable information. Under this research the sample size of 40 respondents has been selected
by the investigator, thus employees are the major respondents of this research.
Inclusive and Exclusive criteria for research
Inclusive Criteria Exclusive Criteria
This is the primary consideration of research
thus these are requires to be included in the
research for effectively completion of research
work.
In this employees are the major inclusive
aspect of the investigation as they are more
reliable and effective in providing appropriate
information in regards to the operations of
firm.
Exclusion criteria are those characteristics that
disqualify prospective subjects from inclusion
in the study.
The major exclusive criteria for this research is
the people who are having knowledge about
the company or its operations, normal random
people are restricted as they can mislead the
research and drawing a wrong outcome.
Time Line
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11

Chapter 4: Data Analysis
This is the most important part of the research which refers as a activity of inspecting,
cleansing, transforming or modelling information through the goal of determining appropriate
information, end results and taking effective decision in regards to addressing the research issue
(Potrafke, 2015). In this section of the research collected data has to be analysed in regards to
reach at a potential outcome. Here data is investigated through thematic analysis as in this these
are made on the basis of the questions of questionnaires which covers the aims and objectives of
the research. In this selected respondents are the employees of the firm as they are more reliable
to render appropriate information in regards to the operations of firm.
Questionnaire
Q1) Are you aware about the concept of globalisation? Frequency
Yes 36
No 4
Q2) Does globalisation has a huge impact on the operations of an auto-mobile
industry?
Frequency
Yes 32
No 8
Q3) What roles are performed by globalisation within the business success of
Aston Martin?
Frequency
Increased Competition 15
Economies of Scale 10
Greater Awareness 15
Q4) Does the business expansion in emerging markets is beneficial for the
growth of Aston Martin?
Frequency
Agree 33
Disagree 7
Q5) What strategies are employed by Aston Martin to enter emerging markets? Frequency
12

Franchising 10
Exporting 10
Joint Venture 20
Q6) What benefits that are derived by Aston Martin by entering into emerging
markets ?
Frequency
Helps in Growth 10
Resist against Recession 10
Higher Competitive edge 10
Effective brand image 10
Q7) What kind of relationship exist between globalisation and emerging market? Frequency
Positive 36
Negative 4
Q8) Which aspects are required to be considered by Aston Martin to get success
within Emerging markets?
Frequency
Market 10
Macroeconomic Stability 10
Consumer Market Size and Growth 10
Legal regulations 10
Q9) Which entry mode is majorly applied by Aston Martin for its global
expansion?
Frequency
Licensing 10
Strategic Alliances 15
Joint Ventures 15
Q10) Provide recommendation for Aston Martin to attain higher competitive
advantage within the commercial centre.
Theme 1: People are aware about the concept of globalisation.
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Q1) Are you aware about the concept of globalisation? Frequency
Yes 36
No 4
Interpretation:
From the statement of the above given graph it is concluded that 36 out of 40 respondents
are aware about the concept of globalization as it is the most known element for business or its
success within global market. 4 people are unaware about the same due to deficiency of
knowledge and consideration.
14
Yes No
0
5
10
15
20
25
30
35
40 36
4
Frequency

Theme 2: Globalisation has a huge impact on the operations of an auto-mobile industry.
Q2) Does globalisation has a huge impact on the operations of an auto-mobile
industry?
Frequency
Yes 32
No 8
Interpretation:
According to the statement of the survey report it has been interpreted that 32 out of 40
people said that Globalisation has a huge impact on the operations of an auto-mobile industry,
thus globalisation create value in developing the operations of an organisation at global level, so
organisations are able to attain more profitability and growth. 8 people are not agree with the
same as per their opinion Globalisation does not have any kind of impact on the operations of an
auto-mobile industry.
15
Yes No
0
5
10
15
20
25
30
35 32
8
Frequency

Theme 3: There are various roles that are performed by globalisation within the business
success of Aston Martin.
Q3) What roles are performed by globalisation within the business success of
Aston Martin?
Frequency
Increased Competition 15
Economies of Scale 10
Greater Awareness 15
Interpretation:
As per the above data it has been seen that 15 out of 40 respondents said that increasing
competition is the major role which performed by globalisation within the business success of
Aston Martin. 10 people favour the economies of scale and rest of the people go with the option
of greater awareness.
16
Increased Competition Economies of Scale Greater Awareness
0
2
4
6
8
10
12
14
16 15
10
15
Frequency

Theme 4: The idea of Aston Martin to expand business within emerging market is beneficial
for its growth and success.
Q4) Does the business expansion in emerging markets is beneficial for the
growth of Aston Martin?
Frequency
Agree 33
Disagree 7
Interpretation:
From the detailed analysis of the diagram it is concluded that 33 out of 40 people are in
favour of this statement that The idea of Aston Martin to expand business within emerging
market is beneficial for its growth and success. 7 people are against of this statement. The idea is
not played well as the company has not attained much profit.
17
Agree Disagree
0
5
10
15
20
25
30
35 33
7
Frequency

Theme 5: Different strategies are employed by Aston Martin to enter emerging markets.
Q5) What strategies are employed by Aston Martin to enter emerging markets? Frequency
Franchising 10
Exporting 10
Joint Venture 20
18
Franchising Exporting Joint Venture
0
2
4
6
8
10
12
14
16
18
20
10 10
20
Frequency

Interpretation:
According to the survey report it has been discovered that there are several strategies that
are employed by Aston Martin to enter into emerging markets. 10 out of 40 people said that
Franchising is the most appropriate strategy that can be used by the company for effective
expansion of business. 10 people are in favour of exporting and rest of the people are with Joint
Venture
19

Theme 6: Different benefits are derived by Aston Martin by entering into emerging markets.
Q6) What benefits that are derived by Aston Martin by entering into emerging
markets ?
Frequency
Helps in Growth 10
Resist against Recession 10
Higher Competitive edge 10
Effective brand image 10
Interpretation:
According to the survey report it is identified that there are different benefits, that are
traced by Aston Martin by entering into emerging markets. Thus the expansion within emerging
market is beneficial from the growth and development of firm. 10 out of 40 respondents are in
favour of helps in growth, 10 are go with resist against recession, 10 people select the option of
higher competitive edge and remaining people go with effective brand image.
20
Helps in Growth
Resist against Recession
Higher Competitive edge
Effective brand image
0
1
2
3
4
5
6
7
8
9
10
10 10 10 10
Frequency

Theme 7: A positive relationship exist between globalisation and emerging market.
Q7) What kind of relationship exist between globalisation and emerging market? Frequency
Positive 36
Negative 4
Interpretation:
According to the project detail it has been interpreted that 36 out of 40 respondents said
that there is a positive relationship exist among the globalisation and emerging market.
Remaining people are in favour of negative influence as per their opinion there is negative
relationship exist in between of globalisation and emerging market.
21
Positive Negative
0
5
10
15
20
25
30
35
40 36
4
Frequency

Theme 8: Different aspects are needs to be considered by Aston Martin to get success within
Emerging markets.
Q8) Which aspects are required to be considered by Aston Martin to get success
within Emerging markets?
Frequency
Market 10
Macroeconomic Stability 10
Consumer Market Size and Growth 10
Legal regulations 10
Interpretation:
As per the detailed analysis of the graph it has been understood that there are different
aspects like market, macroeconomic stability, consumer market size and growth and legal
regulation that are needs to be considered by Aston Martin to get success within Emerging
markets.
22
Market
Macroeconomic Stability
Consumer Market Size and Growth
Legal regulations
0
1
2
3
4
5
6
7
8
9
10
10 10 10 10
Frequency

Theme 9: The entry mode is majorly applied by Aston Martin for its global expansion.
Q9) Which entry mode is majorly applied by Aston Martin for its global
expansion?
Frequency
Licensing 10
Strategic Alliances 15
Joint Ventures 15
Interpretation:
According to the statement of the above mentioned graph it has been analysed that 10
out of 40 respondents said that licensing is the most suitable tool for Aston Martin to enter into
emerging market, 15 people are in favour of strategic alliances and remaining people go with
joint venture.
Communication research findings to stakeholders
The present research provides an appropriate idea about the expansion of business within
emerging countries and how it create benefits for the firm or its operations. The company, Aston
Martin operates at wide level and majorly focused towards enhancing its buisness function
23
Licensing Strategic Alliances Joint Ventures
0
2
4
6
8
10
12
14
16
10
15 15
Frequency

across the globe in respect to attaining high range of profitability and growth. As per the detailed
analysis of the respondents it has been founded that people are agree that the idea of business
expansion of Aston Martin within emerging markets are the beneficial for its growth.
Stakeholders are the key field of an exploration work or a company. They ascertained as
the group of people who are belongs from the selected area of study or the operations of a
business. The major responsibility of the investigator is to present the findings to the
stakeholders in order to evaluate the actual results of the investigation. The stakeholders of the
investigation are the person who, included in the activities of the research and people who are
having suitable knowledge with respect to specified area of study. With this target audience and
scholars are considered to be the major stakeholders of the investigation work. The present
research work is depend on the influence of globalization on the corporate structure of a
multinational company and the major challenges they face". The major stakeholders of Martin
are government bodies, consumers, suppliers, operators, investment communities, owner etc. of
the firm.
24

Chapter 5: Reflection & Recommendation for Alternative Research
Methodology
It is the most important part of investigation project as it is useful in reflecting the overall
operations or findings of the investigation in regards to develop appropriate recommendation that
helps in exploring the idea and knowledge base. The considered research is based on the analysis
of the impact of globalisation and different strategies employed by Aston Martin to enter
emerging markets. Globalisation is effective for each business organisation in the manner of
attaining higher growth and success, thus globalised operations provides wide area to develop
effective organisational image to attain higher growth and profitability. According to the study of
this report it has been suggested that as a large auto-mobile company it is required for Aston
Martin to analyse marketings before taking entry or company should widely focus on emerging
markets, thus in emerging markets, it is easy for the firm to capture a wide area. Company should
also increase its market reach by developing new and innovative products within the market
place. Organization must also follow the ethics and norms of new rising countries with respect
to proper execution of business activities and functions.
This present investigation is executed on the analysis of the impact of globalisation and
different strategies employed by Aston Martin to enter into emerging markets. An investigation
work is supported on some purposes and the prospective reason for performing the investigation
is to address the problem in viable mode by the accumulation of relevant facts and fights in
regards to the specified area of study. Research methodology is the key area that plays significant
role in prescribing appropriate support to the literature in regards to move at the possible
outcome. In this particular investigation work analysis investigation tool is used by the
investigator, thus it is the most suitable tool that provides an appropriate conceptualization on an
issue with significant facts or figures. In this interpritivism philosophy is used for the purpose of
collection of certain data through the perspective of authors and scholars. However inductive
approach has also been used for providing support through detailed analysis on qualitative
research. Data collection is the major aspect of an investigation work, as the whole research
activity is based on the data that are accumulated through the investigator from suitable sources.
In this existing work, information is collected through primary and secondary source of data
collection. Primary information is gathered through survey, questionnaire, interview, observation
etc. moreover in this primary research is conducted through the support of questionnaire with the
25

potential aim to cover the objectives of the research. Questionnaire is the most effective tool that
helps the researcher in accumulation of large range of data from the huge population. On the
other hand secondary sources like books, journals, published scholars, articles, newspapers etc.
are used for effective execution of literature review.
The chosen study area is based on the impact of globalization and different strategies
employed by a business to enter emerging markets. This study is effective for me in developing
my ability to conduct any exploration work in effective manner. My experience in conducting
the research is good as I have attained vast idea regarding the activities that are effective in
proper execution of the work. My experience regarding the subject area is very good as i have
attained vast knowledge regarding the chosen area of work and this also assist me achieving
growth in my personal as well as professional level.
A research is a crucial process and, i have faces various issues and conflicts at the time of
conducting an exploration work. It is essential for me to follow research ethics in respect to
reducing the chance of errors and conflicts. The prior obligation in regards to implementation of
a research is to insure respondents regarding the safety and security of their private data. I have
providing my major concern on keeping the personal information confidential in nature and also
ensure to not asking any kind of emotional questions that hurts the sentiment of people. Time
and cost is also a major error which is required to be maintained by me in respect to proper
execution of research activities. Data collection is likewise an another error for me along these
lines may faces trouble in accumulation of information by the correct or accurate source since
number of articles are accessible on online sites so the correct determination is required for
investigator. The present research is helpful for me in enhancing my data collection ability from
both primary and secondary sources.
In an investigation work data accumulation is the primary key of investigator as there are
various alternative tools for primary data collection like interview, observation etc. among all of
them interview is also an effective tool that can also be used by the researcher as a alternate of
questionnaire. Interview is also a valid tool but it is a time consuming process and it is not much
reliable in collection of large number of data. The tool of interview can be applied by the
investigator in accumulation of primary information with the support of conducting a personal
session with the respondents.
26

Conclusion
As per the brief analysis of the report globalization is vast aspect that significantly plays
effective role in growth and development of an organization or its progression. The globalization
is a way how organizations or country interact with the purpose of expanding their business
within global market as well as emerging markets. The actual aim of each enterprise is to
attaining high development and success within the global market. Emerging markets are essential
key that provides a wide area to a business or an individual to capture a wide area and enhance
its business operations. The potential motive of an organization is to entering into emerging
economies is to attaining at high economic growth and fulfilling the expectation of rapidly
changing needs and demand of customers.
27

REFERENCES
Books and Journals
Coker, C., 2014. Globalisation and Insecurity in the Twenty-first Century: NATO and the
Management of Risk. Routledge.
Davidson, R. K., and et. al., 2012. The impact of globalisation on the distribution of
Echinococcus multilocularis. Trends in parasitology. 28(6). pp.239-247.
De Vos, J., 2012. Psychologisation in times of globalisation. Routledge.
Findlay, A. M., and et. al., 2012. World class? An investigation of globalisation, difference and
international student mobility. Transactions of the Institute of British Geographers.
37(1). pp.118-131.
Frambach, J. M., and et. al., 2012. Rethinking the globalisation of problem‐based learning: how
culture challenges self‐directed learning. Medical education. 46(8). pp.738-747.
Furlong, J., 2013, January. Globalisation, neoliberalism, and the reform of teacher education in
England. In The educational forum (Vol. 77, No. 1, pp. 28-50). Taylor & Francis
Group.
Hoffmann, J. and Kumar, S., 2013. Globalisation–the maritime nexus. In The handbook of
maritime economics and business(pp. 65-94). Informa Law from Routledge.
Hopkins, A. G., 2011. Globalisation in world history. Random House.
Kollman, K., 2016. Same-sex unions: the globalisation of an idea. In The same-sex unions
revolution in western democracies. Manchester University Press.
Lane, P. R., 2013. Financial globalisation and the crisis. Open Economies Review. 24(3). pp.555-
580.
Mackinlay, J., 2013. Globalisation and insurgency. Routledge.
Maertens, M., Colen, L. and Swinnen, J. F., 2011. Globalisation and poverty in Senegal: a worst
case scenario?. European Review of Agricultural Economics. 38(1). pp.31-54.
Mak, A. H., Lumbers, M. and Eves, A., 2012. Globalisation and food consumption in tourism.
Annals of tourism research. 39(1). pp.171-196.
Michie, J. ed., 2011. The handbook of globalisation. Edward Elgar Publishing.
Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and
new tourism in the third world. Routledge.
Potrafke, N., 2015. The evidence on globalisation. The World Economy. 38(3). pp.509-552.
Robertson, L. J., and et. al., 2014. Impacts of globalisation on foodborne parasites. Trends in
Parasitology. 30(1). pp.37-52.
Robertson, R., 2012. Globalisation or glocalisation?. Journal of International Communication.
18(2). pp.191-208.
Stevenson, N., 2014. The Transformation of the Media: globalisation, morality and ethics.
Routledge.
Waltman, L., Tijssen, R.J. and van Eck, N. J., 2011. Globalisation of science in kilometres.
Journal of Informetrics. 5(4). pp.574-582.
Wright, S., 2016. Language policy and language planning: From nationalism to globalisation.
Springer.
Craddock, J., and et. al., 2017. Aston Martin: The Crossover Conundrum.
Saal, D. S., and et. al., 2013. Scale and scope economies and the efficient vertical and horizontal
configuration of the water industry: a survey of the literature. Review of network
economics. 12(1). pp.93-129.
28

Kapferer, J. N. and Valette-Florence, P., 2018. The impact of brand penetration and awareness
on luxury brand desirability:: A cross country analysis of the relevance of the rarity
principle. Journal of Business Research. 83. pp.38-50.
Online
Fox, P., and Hundley, S., 2011. The Importance of Globalization in Higher Education. [Online].
Available through: <https://www.intechopen.com/books/new-knowledge-in-a-new-era-
of-globalization/the-importance-of-globalization-in-higher-education>.
Bounphrey, S., 2016. Succeed in Emerging Markets: Selection, Strategy and First Steps.
[Online]. Available through: <https://www.insightsassociation.org/article/succeed-
emerging-markets-selection-strategy-and-first-steps>.
Amadeo, K., 2019. What Are Emerging Markets? Five Defining Characteristics. [Online].
Available through: <https://www.thebalance.com/what-are-emerging-markets-
3305927>.
Chatterjee, P., 2016. Factors that impacted automotive industry. [Online]. Available through:
<https://auto.economictimes.indiatimes.com/news/industry/how-did-the-top-4-factors-
for-automotive-industry-impact-in-fy16/51912135>.
29

Appendix
Questionnaires
Name:
Age:
Gender:
Email:
Q1) Are you aware about the concept of globalisation?
Yes
No
Q2) Does globalisation has a huge impact on the operations of an auto-mobile industry?
Yes
No
Q3) What roles are performed by globalisation within the business success of Aston Martin?
Increased Competition
Economies of Scale
Greater Awareness
Q4) Does the business expansion in emerging markets is beneficial for the growth of Aston
Martin?
Agree
Disagree
Q5) What strategies are employed by Aston Martin to enter emerging markets?
Marketing Mix decision
Situational Analysis
Customer Centricity
Q6) What benefits that are derived by Aston Martin by entering into emerging markets
Helps in Growth
Resist against Recession
Higher Competitive edge
Effective brand image
30

Q7) What kind of relationship exist between globalisation and emerging market?
Positive
Negative
Q8) What aspects are needs to be considered by Aston Martin to get success within Emerging
markets?
Market
Macroeconomic Stability
Consumer Market Size and Growth
Legal regulations
Q9) Which entry mode is majorly applied by Aston Martin for its global expansion?
Licensing
Strategic Alliances
Joint Ventures
Q10) Provide recommendation for Aston Martin to attain higher competitive advantage within
the commercial centre.
31

Appendix 2
Research Proposal Form
Student Name: Student ID: 9
Centre Name: E
Tutor: ________________ Date: 28/02/2019
Unit: 11
Proposed Title: "To analyse the impact of globalisation and different strategies employed
by businesses to enter emerging markets". A study on Aston Martin.
______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or hypothesis):
"To analyse the impact of globalisation and different strategies employed by businesses to enter
emerging markets". A study on Aston Martin.
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?):
This part is based on multiple objectives, in which some are associated as below:
 To understand the study of globalisation and its role in business success.
 To determine different strategies that are employed by Aston Martin to enter emerging markets.
 To access the benefits that are derived by Aston Martin by entering into emerging markets.
 To ascertain the interrelationship between globalisation and emerging market.
 To access the cross factors that can impact on Aston Martin production abroad.
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):
 The potential reason for choosing the topic is to explore the knowledge base of learner in the area
of globalisation how it influences business success.
 Another reason for choosing the investigation topic is to develop some research skills in respect
32

to enhancing career base in the area of globalisation and how emerging market create benefits for
the firm or their business expansion.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
In this particular exploration work data and information has been gathered through secondary source like
books, journals, newspapers, past research projects. This section is effective in conducting in-depth
analysis on the research issue with the support of the opinion of various authors and writers.
The study of globalisation and its role in business success.
As per the views expressed by Patricia Fox and Stephen Hundley, 2011, Globalisation is refers as the
interconnectedness of an individual or businesses around the globe that mainly assist to global politics,
culture or economic integration. It also refers as the ability to moving forward and communicate with
other people or organisations at world wide scale in respect to conduct business operations globally.
Globalization is the opening of local and nationalistic perspectives to a broader outlook of an
interconnected and inter-dependent world with free transfer of capital, goods, and services across
national frontiers. Globalisation has performed various roles in which some are associated as under: Increased Competition Economies of Scale Greater Awareness
The different strategies that are employed by Aston Martin to enter emerging markets.
As per the views of Sarah Boumphrey, 2015, The first and foremost step to effectively launching a
product or service is to chose the most suitable market that is efficient for the growth of an organisation.
An emerging market economy determines a nation's economy that is effectively developing towards
becoming more advanced, basically through the means of rapid growth and industrialization. Now a
day's the potential purpose of each business organisation is widely focused on developing its operations
within emerging countries like California & Santiago, Chile, India, China etc. in respect to attaining
higher growth and success within the commercial centre. There are different ways that are employed by
Aston Martin to enter into emerging markets, in which some are associated as below: Exporting Franchising
The benefits that are derived by Aston Martin by entering into emerging markets.
33

According to the opinion of Kimberly Amadeo, Jan 2019, Emerging market is recognised as an
important key that assist to growth in an organisation's economy. It is also refereed as emerging
economy. Emerging market improves the standard of living and enables an organisation to be
industrialised and adapt mixed economy. Aston Martin has entered into emerging market and get
benefits from this. Some of the advantage are as follows:
 Resist against recession Helps in Growth
The interrelationship between globalisation and emerging market.
As per the views of Philippe Martin, 2014, In the modern business era the major purpose of each small as
well as large business enterprises is to attaining higher growth and success through expanding business
operations within the global market. Thus now a day's emerging markets plays vial role in providing
opportunities to growth business and attain higher growth and future benefits. Globalisation and
emerging economies has positive interconnection the both leads expansion of business and also develops
opportunities or an organisation. Aston Martin taking benefits of the interconnection among globlisation
and emerging markets by expanding business within emerging countries for the purpose of developing
growth opportunities and profitability by capturing a wide area of new market.
The cross factors that can impact on Aston Martin production abroad.
According to the opinion of Pooja Chatterjee, 2016, Automotive industry is considered as the most
developing sector that has a huge influences on the economy of a country. In the auto mobile sector
innovation and advancement is necessary and organisations are widely concern on analysing the factor
that has impacted on the performance of an organisation. Aston Martin Lagonda Global Holdings Plc is a
British Independent manufacturer of luxury sports cars and grand tourers. There are various cross factors
that can impact on Aston Martin production abroad, some are associated as below: Raw Material Price
 Interest Rates
Online
Fox, P., and Hundley, S., 2011. The Importance of Globalization in Higher Education. [Online].
Available through: <https://www.intechopen.com/books/new-knowledge-in-a-new-era-of-
globalization/the-importance-of-globalization-in-higher-education>.
Bounphrey, S., 2016. Succeed in Emerging Markets: Selection, Strategy and First Steps. [Online].
Available through: <https://www.insightsassociation.org/article/succeed-emerging-markets-
selection-strategy-and-first-steps>.
Amadeo, K., 2019. What Are Emerging Markets? Five Defining Characteristics. [Online]. Available
through: <https://www.thebalance.com/what-are-emerging-markets-3305927>.
34

Chatterjee, P., 2016. Factors that impacted automotive industry. [Online]. Available through:
<https://auto.economictimes.indiatimes.com/news/industry/how-did-the-top-4-factors-for-
automotive-industry-impact-in-fy16/51912135>.
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):
There are various activities are going to involve in this project which need to identify
appropriately so that better results lead to get drawn. Various activities which will going to
include for the project are:
 Identification of the Research issue
 Introduction
 Creation of aim and objectives with questions
 Literature review
 Research methodology
 Data Collection
 Data analysis
 Conclusion and recommendation
 Submission of the project
How long
this will
take:
This
research
take 3
months for
completion
in effective
manner.
35

36

Milestone one: _________________
37

Target date (set by tutor): ____________________
Milestone two: _______________________
Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why?
Research philosophy: This also refers as the most essential aspect of methodology, thus it is mainly
categories among two major types like interpritivism and positivism research philosophy. In the present
investigation work Positivism philosophy has been used by the researcher as to generating valid or
reliable outcome, However this tools is effective for quantitative research as it is appropriate in rendering
proper discussion through collecting data on the basis of quantitative means as proper facts and figures
are provided over the chosen area of work.
Research Approach: This section of the research is categorised among two major types one is deductive
and other one is inductive research approach. In this present exploration work deductive research
approach has been connected by the researcher since it is most appropriate instrument for breaking down
quantitative research and based on analysing facts and figures that are effective in reaching at the
potential outcome.
Research design: This section is also emphasises on three major types such as descriptive, exploratory
and experimental research project. In thus resent investigation work, descriptive research design has been
utilized on the grounds that it is viable in point by point investigation of quantitative research as it is
effective in providing results on quantitative means.
Research choice: The prior obligation of the researcher is to select the type of research in respect to
carry out the investigation activities in right direction. Qualitative and quantitative are consider as a type
of research which will be applied by researcher to gather information in way of numerical and quality.
The present research work depends on quantitative investigation type as in this information has been
accumulated on quantitative base as this is effective in providing actual and fact full information
regarding the selected area of work and provide specific information that are connected on the research
work.
Data Sources: For accumulating valid and reliable data about the chosen area of study, there are
38

basically two types of data sources such as primary and secondary. In case of primary research,
questionnaire is consider one of the best techniques used by researcher to accumulate valid and reliable
information about the research topic. Under, secondary source, books, publication research, articles
relevant to the topic are applied to accumulate in-depth information from the respondents.
Research sampling: Sampling has been categorised among probabilistic and non-probabilistic sampling
technique. In the present investigation project random sampling tool is being used by the researcher thus
it is useful in accumulation of dependable information. Under this research the sample size of 40
respondents has been selected by the investigator, thus employees are the major respondents of this
research.
What your areas of research will cover:
This particular research will cover the area of, the conceptualisation of globalisation and how it works for
the growth and success of an organisation and the importance of emerging markets in the growth and
development of a business at global level.
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
39

40

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:
"To analyse the impact of globalisation and different strategies employed by businesses to enter
emerging markets". A study on Aston Martin.
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
41

Please answer the following questions, giving full details where 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)?
Describe the processes you will use to inform participants about what you are
doing:
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?
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 them a brief
explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This could
42