Impact of Globalisation on Changed Customer Behaviour

Added on - 22 Nov 2020

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RESEARCH PROJECT PROPOSAL
TABLE OF CONTENTSMAIN BODY STRUCTURE..........................................................................................................1Aim and Objectives.........................................................................................................................1Risks................................................................................................................................................1Introduction......................................................................................................................................1Background......................................................................................................................................2Rationale..........................................................................................................................................2LITERATURE.................................................................................................................................2Recommend ways to M&S PLC by which consumer taste can be attained................................5METHODOLOGY..........................................................................................................................5Research philosophy-...................................................................................................................5Research approach-......................................................................................................................5Research design-..........................................................................................................................6Data collection:............................................................................................................................6Sampling:.....................................................................................................................................6Data analysis-...............................................................................................................................6REFERENCES................................................................................................................................8PROJECT PLAN...........................................................................................................................10
MAIN BODY STRUCTUREProject Title:“To analyse impact of globalisation on changed customer behaviour withinMNC's”Aim and ObjectivesAim-To assess the impact of globalization on changed behaviour of customers within MNC's-A study on Marks & Spencer (M&S) PLCObjectives-To analyse effect of globalization on consumer behaviour in M&S PLCTo assess ways which lead to change in customer behaviour in M&S PLCTo recommend ways to M&S PLC by which consumer taste can be attainedTo carry out secondary research on the project title for enabling honing of questionsRisksIdentified RiskLikelihoodContingency PlanPoor responses from primaryresearch questionnaireMedium/HighSubmitting re-design ofquestionnaireandincorporating precise questionsLose work from PCLowCreating backup into the cloudand email the same on id.Less time for completingproject with in-depth analysisMediumPreparation of schedules andwork to be done in accordanceto set schedules.IntroductionGlobalisation has been the main challenge for company which leads to affect firm'soverall financial performance and operational activities up to a high extent. Due to the impact ofglobalization, customer behaviour has changed. This is evident from the fact that customers havewider choice for goods and commodities by which they have reach to globally-sold products ofalmost all brands (Reader, 2017). This has impacted company's performance as it has to providevariety and superior quality goods to consumers in order to attain market share. It can be saidthat due to globalization, firms have wide reach to people and they are offering quality1
commodities in the best manner possible. Moreover, customer’s taste and behaviour has changedup to a high extent which has affected organizations as they have to competitive enough toprovide demanded items by customers for gaining market share in effective manner. Presentreport deals with M&S PLC which is British multinational retailer and impact of Globalisationwill be analyzed from the perspective of changed customer behaviour in effectual way (Shahbaz,Ali and Bhattacharya, 2017). Recommendations will be provided on how company can analyseconsumer behaviour and offer goods as demanded by them.BackgroundGlobalisation has positive and negative impacts on company. This is evident from thefact that firms try to compete with one another so that they may be able to attain desired marketshare in the best way possible (Sharma and Joshi, 2019). The inspiration behind taking topic ofglobalization for the research project is that Globalisation has been fruitful for customers as widevariety of items and services become available which otherwise are not available in their homecountry. This has inspired for taking research in hand for identifying ways and changes occurredin customer behaviour which is beneficial for company as it is able to know demand ofcustomers.RationaleThe rationale behind taking the research is that impact of Globalisation has led to changein customer behaviour in recent time. Consumers have plenty of variety of goods in hand andthey can purchase the same as per their needs (Wilkins, Khanna and Trubek, 2017). Rationale isthat ways which lead to change in customer behaviour will be scrutinized in the best mannerpossible. Moreover, personal interest of researcher with regards to formulate research about theglobal economic topic has led to choose the topic. Moreover, customer behaviour will beassessed from a broader perspective leading to be beneficial for organisation to formulatestrategies accordingly.LITERATURETheme 1 – Globalisation and Customer BehaviourAs per the views ofWallace, (2017), globalisation has initiated cross-border operationalactivities quite simple by which trade is possible. The international trade is done in which goodquantum of inflows and outflows of goods and services are effectively done. Consumers haveplenty of buying choices and internet has paved new way for browsing goods from home and2
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