Impact of Globalisation on Business Performance: PDF

Research Project

Table of Contents
TITLE .............................................................................................................................................1
CHAPTER 1: INTRODUCTION ..................................................................................................1
Overview of research .................................................................................................................1
Background of company ............................................................................................................1
Research aim...............................................................................................................................2
Research objectives ....................................................................................................................2
Research Questions ....................................................................................................................2
Rationale of research .................................................................................................................2
Gantt chart...................................................................................................................................2
CHAPTER 2: LITERATURE REVIEW .......................................................................................4
The meaning and concept of globalization.................................................................................4
The impact of globalization on business performance of Aston Martin? ..................................5
The significance of globalization for Aston Martin in achievement of competitive advantages5
The different ways through which Aston Martin can enhance its business performance
globally........................................................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY ...........................................................................7
CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS................................................11
CHAPTER 5: RESEARCH OUTCOMES ...................................................................................22
Covered in PPT ........................................................................................................................22
CHAPTER 6: REFLECTION & RECOMMENDATION FOR ALTERNATIVE RESEARCH
METHODOLOGY .......................................................................................................................23
Reflection..................................................................................................................................23
Recommendation for alternative research methodology ..........................................................23
CHAPTER 7: CONCLUSION AND RECOMMENDATION ...................................................23
Conclusion ................................................................................................................................23

Recommendation.......................................................................................................................24
REFERENCES .............................................................................................................................25

TITLE
“To investigate the impact of globalisation on business performance of multinational
company in terms of achieving competitive advantages”: A case study of Aston Martin.
CHAPTER 1: INTRODUCTION
Overview of research
Globalisation is the process in which organisation can operate in all over the world with
free movement of material, labour, etc. With globalisation of business, there is impact on
business operations because they have to perform activities with consideration of international
trade. There is improvement in operations of association because at international level, there are
many organisation of similar sector at international level. It is significant and relevant for
managers to understand what changes are taking place in trends and then taking corrective
actions in appropriate manner. Globalisation gives positive as well as negative impact on
organisational performance. If managers does not analyse market proper and then frame policies,
then organisation might get out of industry (Surugiu and Surugiu, 2015). Hence there is necessity
of proper planning and motivating the employees through which they can get positive outcome
with operating in international market. This investigation is based on Aston Martin which is
British organization operating as manufacturing unit of sports car. This association was
established in 1913 and having head quarter in London UK.
Background of company
Aston Martin organization was established by Lionel Martin and Robert Bamford.
Manufacturing unit of this organisation is in Gaydon, Warwickshire, England. This association
served across country because of its good brand image. Aston Martin is outshining in market
because of its quality of good quality products offered to consumers. These days consumer
demand varies as per time, so they accomplish it. In this investigation, there is discussion about
effect of globalisation on organization's growth and development. In automobile sector, changes
are taking place with rapid speed, hence it is responsibility of managers of Aston Martin to
analyse it and implement it in appropriate manner. Aston Martin target niche market consumers,
so they have to mainly focus on quality of cars they offered. When quality is of best quality, then
consumers are brand loyal and goodwill of Aston Martin is also good (Ghemawat, 2017).
1

Research aim
Main aim of this study is “To investigate the impact of globalization on business
performance of multinational company in terms of achieving competitive advantages: A case
study of Aston Martin.
Research objectives
 To develop basic understanding about the concept of globalization.
 To analyze the impact of globalization on business performance of Aston Martin.
 To identify the significance of globalization for Aston Martin in achievement of
competitive advantages.
 To recommend different ways through which Aston Martin can enhance its business
performance globally.
Research Questions
 What is the meaning and concept of globalization?
 What are the impact of globalization on business performance of Aston Martin?
 What are the significance of globalization for Aston Martin in achievement of
competitive advantages?
 What are the different ways through which Aston Martin can enhance its business
performance globally?
Rationale of research
The rationale of this investigation to acquire knowledge about working style of
multinational company. There is study of globalisation and strategies through which competitive
advantage can be achieved (Kankaanranta, Louhiala-Salminen and Karhunen, 2015). If
researcher wants to operate in future study about changes in operations of association at global
level, then this creates base for it. Globalisation is relevant topic in current market, hence
researcher can easily collect information about it. There is study of strategies of globalisation in
achieving competitive advantage with other competitors.
Gantt chart
This is the diagrammatical representation of research activities with their respective time.
With the help of it, it is easy to understand complete time required for while study and duration
2

for completing different activities. Time required for completing this investigation is around 12
weeks.
3

CHAPTER 2: LITERATURE REVIEW
A review of the literature is a comprehensive summary of the previous research of a
topic. The literature review examines academic papers, journals and other appropriate
publications for a specific study region. The evaluation must list, define, contextualise, assess
and explain this prior study rationally. The literature review defined as written summary of
critical writings and other sources on a chosen topic. It should provide a philosophical basis for
studies and assist the author in determining the complexity of project studies. Review references
may include academic paper papers, libraries, official reports, blogs, etc. It consist of description,
summary and evaluation of each source (Cramer, 2017). It develops a landscape for the reader to
provide them full understanding of the improvements in the research.
The meaning and concept of globalization
As per the Beverly Bird and Carol Kopp, 2019, Globalization is innovation,
employment, data and equipment allocation throughout international and domestic borders or
society. Globalization helps to increase quality of life and people living in less advanced
countries by offering liberalization, professional opportunities and enhancing products and
services infrastructure. The particular term utilized for defining economical, ethical and policy-
making inter relatedness and communication crosswise social as well as governmental limitation.
With increasing worldwide relationships, worldwide concepts, commerce and society are
growing. This includes facilities, products, information, infrastructure and information financial
assets. Most nations have embraced the notion of globalization in order to obtain achievement
and development in the business environment. From globalization, the company can gain market
advantage that can decrease operating costs.
As per the John Williamson, 1998, Globalization is evident as a outcome element in the
achievement of international commerce (The proportion of global exports to global net
commodity, GWP, increased from around 75 in 1938 to around 10% in 1996). The main
dynamic elements are changing in national strategy connection application. For Aston Martin is
advantageous in order to generate profit and success. The best example is India and China that
has profitable from globalization. It is older idea that utilize through the company in current
time. It set connection in between free market with the help of commercialization contracts and
financial strategies.
4

The impact of globalization on business performance of Aston Martin?
According to Fredrik Erixon, 2018, there are several optimistic effect of globalization on
enterprise atmosphere. Through the activities of globalization assist Western economy, increase
social unit revenue and providing chances to an individual. In advanced technology, it helps
Aston Martin in improving the research as well as improvement, superior as well as invention.
Globalization has made simple & casua for Aston Martin to launch new product in the market
and increase employment for import and export products. It is presented good effect to supplying
new opportunity to fresher and reduce unemployment in the nation. Aston Martin can
accomplish economical system through big manufacturing as well as improving profit and
development.
According to author point of view, globalization impact in negative manner in the sense
of business performance of Aston martin which are described below: Inequality – It carry out inequalities in worth and income of company after increasing
globalization. There are different companies that can not expend advance and modify
technology for survive business activities.
 Ethical business practices – Globalization faces the issue in ethical practices like safety
of goods, dishonesty, restrictive compliance and others. It is essential for Aston Martin to
apply moral enterprise exercise to conduct company in different parts of world.
The significance of globalization for Aston Martin in achievement of competitive advantages
Globalization is the process through which organization can operate in different parts of
country with free movement of goods, employees, etc. Hence organization is able to represent
among competitors. It is crucial to understand changes which are taking in international market
with the help of which organizational profitability and productivity can be improved. According
to Patricia Fox and Stephen Hundley, 2019 there is crucial role of globalisation in improving
competitive advantage because at international level there are many organization dealing in
similar sector. Hence this makes management of Aston Martin to understand ways through
which they can outshine in market. It is important to maintain quality of sports car which is
offered to consumers. So when consumers are getting best quality at reasonable price, then Aston
Martin is able to achieve competitive edge over others. These days, consumer wants full return
of their money, so in this case they want to avail services from best association. At international
level, Aston Martin have wide scope of working because of different countries. In competitive
5

environment, managers of Aston Martin have to understand and evaluate ways through which
they can maintain their brand image at higher and compete in industry such as total quality
management, taking feedback from consumers and work over it.
The different ways through which Aston Martin can enhance its business performance globally
Working in global market is not easy because there are many changes which has to
evaluated and then accept it. For instance: there is launch of engine with more capacity by
competitors, then managers of Aston Martin have to make strategies for launching new features
in their product i.e. car. According to Dennis Day and Michael Evans, 2019 in order to enhance
performance of organisation at international level, then there is requirement of market analysis
with the help of which they get knowledge about new trends in industry. There are some ways
with the help of Aston Martin can get positive impact on their business operations. This includes-
develop proper plan and business plan which assist in knowing which resource is avail able and
actions for successful running of business, proper communication techniques through which
open communication is possible. Marketing strategies have to be planned which is relevant in
international market through which it is easy to communicate with people and aware them about
new and latest features. Managers must properly plan about tax and legal regulations which are
crucial for operating at international market. When working style style is as per norms and
ethics, then it is easygoing to conduct business activities and able to represent at international
level.
6

CHAPTER 3: RESEARCH METHODOLOGY
This is the section in which tool and technique which are used in this investigation
are making this study relevant. Research onion is the framework which is used for investigator
through which justification can be achieved for using particular technique while using
conducting this research (Epstein, 2018). Some techniques are explained under which is relevant
for current study-
Research philosophy: Research philosophy talks about some beliefs and aspects which
has to be considered while conducting investigation. Research philosophy is bifurcated under
following categories i.e. interpretivist, pragmatist and positivist. Best philosophy out of these is
positivist because this covers all the aspects which are important and relevant affecting
conclusion and recommendations (Liang, Ren and Sun, 2015).
Research Approach: This is the section in which synchronise structure of investigation is
discussed to complete investigation. Deductive and inductive are the basis of research approach
with the help of which systematic procedure can be achieved. Inductive approach is relevant for
this study because it covers small and core aspects which are important for the study as it differs
conclusion and recommendations.
Time Horizon: Time is one of the most important factor which has to be considered by
researcher because investigation is time consuming process and it is important to have get some
relevant and important outcome with it. Time horizon is classified under longitudinal and cross
sectional (Roberts, 2018). Cross sectional time horizon is appropriate because under this required
time to complete investigation is pre- determined before staring the study. Hence there is clear
understanding about time required to complete specific activities
Research design: Descriptive, exploratory and experimental research design are different
types of design under which complete study of topic is done. Best out of these are descriptive
design because this gives complete information about each and every aspects which is related to
study. Hence it is easy for individuals who are associated with this study to have complete
knowledge about it.
Research methods: Research is performed with some standardise format which is
discussed under qualitative and quantitative investigation methods (Aithal, 2017). Quantitative
investigation method is based on complex statistical and Mathematical tools which are tough to
7

study. But qualitative investigation represent information through pictures, graphs, etc. hence the
are more practical to understood. Hence qualitative research method is best for this study.
Sources of data: To make study relevant and authentic, information is collected from
various sources i.e. primary and secondary sources. Questionnaire, personal interview, etc. are
used as primary information under which researcher himself collects it through personal
interaction. But secondary information is the data gathered from sources which are already
collected by others. Secondary information is more in- depth because in this there is detailed
discussion. There is use of both the sources as internet sources under literature review chapter
and questionnaire under data analysis and interpretation chapter (Dimba and Obonyo, 2015).
Questionnaire
Q1) Do you have idea regarding the meaning and phenomena of expanding an organisation at
multi-national level?
a) Yes
b) No
Q2) Which are major reason of Aston Martin for globalizing their business.
a) To gain sales and market ratio
b) Increase in brand image
c) Increasing in number of consumers
Q3) Which type of entry mode is suitable for Aston Martin while entering into global level?
a) Joint venture
b) Licensing and Franchising
b) Partnering and Strategic Alliance
Q4) In which manner, globalisation would be impacted on the organisation performance of
Aston Martin?
a) In favourable manner
b) In unfavourable manner
Q5) Which benefits are achieved by Aston Martin by the process of globalisation?
a) Increase in the creativity and innovation
b) Minimum cost for goods and services
c) Simple access in other language.
Q6) Is globalisation process is essential for Aston Martin for achieving competitive advantage
8

or not?
a) Yes
b) No
Q7) Which type of challenges faced by Aston Martin at the time of globalizing its enterprise?
a) Communication issues
b) Society barrier
c) Government's rules and regulation
d) Changes in customer's needs and demands
Q8) According to you, which factors or ways helps Aston Martin by solving issues associated at
globalization?
a) Development of flat communication
b) Adoption of training program
c) Proper study of government's legislation
d) Proper market research
Q9) What are ways by which management of Aston Martin increase the performance of their
business at global level?
a) Implementation of technology
b) Skilled labour force
c) Proper planning
Q10) Recommend ways by which Aston Martin improve its success and growth at global level.
Sampling: This is the procedure under which some respondents are sorted for gathering
information about globalisation because investigator cannot collect and analyse information
collected from all the workers. 60 respondents are selected as respondents. Simple random
probable sampling is used for the purpose of sampling (Ehambaranathan, Samie and Murugasu,
2015).
Research ethics- Their are some ethical aspects which are to be considered to make this
study relevant and creating base for future study. Confidentiality is maintained by sharing
information with individuals who have interest in research. Anonymity include not to include
information of respondents from whom primary information is collected. Informed consent refers
to communicating to respondents about reason of conducting research (Flaherty, 2015).
9

Research limitation- There is limitation in this research i.e. time. There is issue in
collecting primary information because workers are not interested in taking part and providing
their views on globalisation.
Research reliability and validity- This investigation is reliable and valid for future
because this is conducted after considering all the factors. Secondary information is collected
from authentic sources which are properly dated. Primary information is collected from workers
who have knowledge about globalisation, so correct and exact information is presented in this
investigation (Strielkowski, Tcukanova and Zarubina, 2017).
Research budget- Budget is also important because there is planning related to arranging
finance for completing this investigation. There is requirement in computer, communication
technique, transportation, premises, newspaper and journal membership, etc. with the help of
which researcher can conduct study in smooth and relevant manner (Conti, Parente and de
Vasconcelos, 2016).
10

CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS
Q1) Do you have idea regarding the meaning and phenomena of expanding
an organisation at multi-national level?
Frequency
a) Yes 50
b) No 10
Q2) Q2) Which are major reason of Aston Martin for globalizing their
business?
Frequency
a) To gain sales and market ratio 20
b) Increase in brand image 25
c) Increasing in number of consumers 15
Q3) Which type of entry mode is suitable for Aston Martin while entering
into global level?
Frequency
a) Joint venture 25
b) Licensing and Franchising 15
b) Partnering and Strategic Alliance 10
Q4) In which manner, globalisation would be impacted on business
performance of Aston Martin?
Frequency
a) In positive manner 40
b) In negative manner 20
Q5) Which benefits are achieved by Aston Martin by the process of
globalisation?
Frequency
a) Increase in the creativity and innovation 20
b) Minimum cost for goods and services 20
c) Simple access in other language. 20
11

Q6) According to you, globalisation is significant process for Aston Martin in
achievement of competitive advantages?
Frequency
a) Yes 50
b) No 10
Q7) Which type of challenges faced by Aston Martin at the time of
globalizing its enterprise?
Frequency
a) Communication issues 16
b) Society barrier 13
c) Government's rules and regulation 15
d) Changes in customer's needs and demands 16
Q8) According to you, which factors or ways helps Aston Martin by solving
issues associated at globalization?
Frequency
a) Development of flat communication 16
b) Adoption of training program 13
c) Proper study of government's legislation 15
d) Proper market research 16
Q9) What are ways by which management of Aston Martin increase the
performance of their business at global level?
Frequency
a) Implementation of technology 20
b) Skilled labour force 20
c) Proper planning 20
Theme 1: Knowledge regarding the meaning of globalisation
Q1) Do you have idea regarding the meaning and phenomena of expanding
an organisation at multi-national level?
Frequency
a) Yes 50
12

b) No 10
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50
50
10
Frequency
Interpretation: From the above mentioned graph, it is clearly understood that out of total
60 respondent, there are 50 respondent who have a detail knowledge about meaning and
phenomena of globalisation. While talking about rest of respondent which is 10, they are
unaware about the topic globalisation.
Theme 2: Main reason for globalising business
Q2) Q2) Which are major reason of Aston Martin for globalizing their
business?
Frequency
a) To gain sales and market ratio 20
b) Increase in brand image 25
c) Increasing in number of consumers 15
13

a) Increasing sales and market ratio
c) Increasing customer's base
0
5
10
15
20
25
20
25
15
Frequency
Interpretation: Out of total 60 respondent, there are 20 answerer says that the main reason for
Aston Martin for globalising their business in international market is to increase both sales and
market ratio. While talking about other 25 person, they have concept that company wants to
expand its business just to improve their brand image and rest of 15 respondent thinks that
company wants to increase their customers base in the market.
Theme 3: Types of entry mode
Q3) Which type of entry mode is suitable for Aston Martin while entering
into global level?
Frequency
a) Joint venture 25
b) Licensing and Franchising 15
b) Partnering and Strategic Alliance 10
14

a) Joint venture
b) Licensing and Franchising
b) Partnering and Strategic Alliance
0
5
10
15
20
25
25
15
10 Frequency
Interpretation: As there are 60 respondent with whom question has been asked that how
company need to enter into new market then 25 respondent replied that company should go for
the option of Joint Venture which is one of the suitable ways for expanding business. 15
respondent have different opinion as they think that company should go for the option of
Licensing and franchising where as rest of 10 respondent think that partnering and strategic
alliance might be the best option that company can adopt.
Theme 4: Impact of globalisation
Q4) In which manner, globalisation would be impacted on business
performance of Aston Martin?
Frequency
a) In positive manner 40
b) In negative manner 20
15

a) In positive manner b) In negative manner
0
5
10
15
20
25
30
35
40
40
20
Frequency
Interpretation: Whenever business is being operated, it is assumed that company will
either have positive impact or vice versa. In case of Aston Martin, they have taken the help of 60
respondent and out of them 40 thinks that expanding business will impact in positive manner
where as 20 of them thinks that company might have to suffer because it will impact in negative
manner.
Theme 5: Benefits of globalisation
Q5) Which benefits are achieved by Aston Martin by the process of
globalisation?
Frequency
a) Increase in the creativity and innovation 20
b) Minimum cost for goods and services 20
c) Simple access in other language. 20
16

a) Increased Creativity and Innovation
c) Easy Access to Foreign Culture
0
2
4
6
8
10
12
14
16
18
20
20 20 20
Frequency
Interpretation: It is assumed that whenever company follows the procedure there is a
high possibility that company will get different types of benefit. For finding the view in this
question, company have chosen 60 members where 20 members think that company will be get
opportunity to increase their creativity and innovation program. There are other 20 members
who thinks that if company will adopt globalisation then they can easily provide good quality of
service at lower amount of cost. Even 20 member thinks that company will get the opportunity to
access to foreign culture which is very important for any of the organisation.
Theme 6: Significance of globalisation
Q6) According to you, globalisation is significant process for Aston Martin in
achievement of competitive advantages?
Frequency
a) Yes 50
b) No 10
17

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50
50
10
Frequency
Interpretation: In present scenario, market is growing in rapid speed where competition
is increasing day by day due to which it is necessary for organisation that they must take
competitive advantage from the market. For this particular survey, organisation have done survey
by selecting 60 respondent. Out of 60, there are 50 of them who thinks that company will get
competitive advantage from market if they follow proper globalisation procedure where as still
there are 10 respondent who have a view that company will not be able to take competitive
advantage from market.
Theme 7: Challenges faced by company during the process of globalisation
Q7) Which type of challenges faced by Aston Martin at the time of
globalizing its enterprise?
Frequency
a) Communication issues 16
b) Society barrier 13
c) Government's rules and regulation 15
d) Changes in customer's needs and demands 16
18

a) Communication issues
c) Government's rules and regulation
0
2
4
6
8
10
12
14
16
16
13
15
16
Frequency
Interpretation: Whenever business organisation is established in new market, it is
understood that company will have to face number of issues. In order to know about problem in
detail, 60 respondent were selected and out of whom 16 thinks that communication problem will
be major challenge that company will have to face. While talking about other 13 respondent,
they thinks that company will have to suffer from culture barriers where as 15 have a concept
that government rules and regulations will be main issues which company will suffer. And rest of
16 thinks that changes in customer's needs and demand will be problem for company.
Theme 8: Ways for solving issues of globalisation
Q8) According to you, which factors or ways helps Aston Martin by solving
issues associated at globalization?
Frequency
a) Development of flat communication 16
b) Adoption of training program 13
c) Proper study of government's legislation 15
d) Proper market research 16
19

a) Development of flat communication
c) Proper study of government's legislation
0
2
4
6
8
10
12
14
16
16
13
15
16
Frequency
Interpretation: There are total 60 respondent with whom help has been taken for
completing survey that what can be major way to sort out the challenges. Among them 16
members thinks that development of flat communication can be the suitable option where as
other 13 member thinks that adopting different training program can be best one. While talking
about other 15 respondent's view, they think that company should go for proper study of
government legislation and rest of 16 have strategy that proper market research can sort out the
problem.
Theme 9: Ways of improvements in business performance
Q9) What are ways through which Aston Martin can enhance its business
performance globally?
Frequency
a) Implementation of technology 20
b) Skilled labour force 20
c) Proper planning 20
20

a) Implementation of technology
b) Skilled labour force
c) Proper planning
0
2
4
6
8
10
12
14
16
18
20
20 20 20
Frequency
Interpretation: There are 60 respondents out of whom 20 thinks that for improvement
company should implement some of the technology where as other 20 thinks that skilled labour
will be better option and remaining 20 respondent thinks that proper planning is needed in it.
21

CHAPTER 5: RESEARCH OUTCOMES
Covered in PPT
22

CHAPTER 6: REFLECTION & RECOMMENDATION FOR
ALTERNATIVE RESEARCH METHODOLOGY
Reflection
I am glad for getting chance of performing research over a broad topic i.e. “To
investigate the impact of globalisation on business performance of multinational company in
terms of achieving competitive advantages”: A case study of Aston Martin. By performing each
activities of research, I am able to understand concept and importance of globalisation in context
of a multinational organisation. This research helps me by increasing my understanding level and
different research skills such as data collection, data analysis, literature review, time
management etc. These skills further assist me by improving my success and growth in specific
area. Apart from this, while doing this investigation I faced various issues or challenges which is
mainly related with cost, time, behaviour of respondents etc. In order to solve these issues I tried
my best and performed each activities or tasks of investigation in ethical manner.
Recommendation for alternative research methodology
Research methodology is important section of research because it helps researcher by
providing accurate amount of data or information about the study. For analysing impact of
globalisation on business performance of an organisation, questionnaire is used by researcher
because this method provide reliable and valid data. There is recommendation for alternative
research methodology for researcher. Interview is consider one of the best part of alternative
research methodology and helps an investigator to gather accurate and detailed information
regarding the current study (Doytch and Uctum, 2016).
CHAPTER 7: CONCLUSION AND RECOMMENDATION
Conclusion
From the above mentioned study, it has been concluded impact of globalisation on
business activities and performance of multinational organisation. Along with this, majority of
respondents are agreed as globalisation is significant for an enterprise in attainment of
competitive advantages. Globalisation is also beneficial for company by improving its brand
image and goodwill, increasing customer's base and increasing sales and market ratio. Some
respondents have opinion as globalisation negatively impact on business in different ways i.e.
23

issues in communication, difference in culture, problems in government's rules and regulation
etc. All these are main impact of globalisation that negatively effects on business performance.
Recommendation
It has been recommended as globalisation is important part for an organisation to follow
and achieve competitive benefits easily. There are some recommendation to Aston Martin about
how to overcome challenges of globalisation and how to improve business performance globally.
 In order to overcome impact of communication barrier, Aston Martin must develop flat
communication. As it will helps company to reduce communication barrier and achieve
better outcomes within given time period.
 Company must do proper market research which will helps them to overcome impact of
changes in customer's needs and demand. It will further support an organisation in
improvement of its market image in customer's mind.
 In order to improve business success at global level, Aston Martin must implement
technology, hire skilled labour force and do proper planning. As all these are useful ways
for company to use and enhance their business performance internationally within given
time duration.
24

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