Strategic Planning for Small Businesses

This assignment delves into the importance of strategic planning for small businesses. Students are tasked with examining various research methodologies suitable for studying this topic, including quantitative and qualitative approaches. The analysis will also involve evaluating relevant case studies to understand how strategic planning has contributed to the success or failure of small firms. Understanding these concepts is crucial for developing effective strategies to navigate the challenges and opportunities facing small businesses in today's dynamic environment.

A REVIEW OF THE IMPACT THAT GLOBALIZATION
IS HAVING ON HINDUSTAN UNILEVER WHICH IS
OPERATING ITS BUSINESS ON BOTH GLOBAL AND
LOCAL LEVEL

TABLE OF CONTENTS
Introduction and Background..........................................................................................................4
Introduction............................................................................................................................4
Background.............................................................................................................................4
Aim and Objectives..........................................................................................................................5
Aim.........................................................................................................................................5
Objectives...............................................................................................................................5
Research question............................................................................................................................5
Problem statement............................................................................................................................6
Project rational.................................................................................................................................6
Literature Review.............................................................................................................................7
Globalization..........................................................................................................................7
Benefits and significance of globalization for business organizations and customers...........8
Globalization of business in India and associated challenges..............................................10
Strategies to overcome challenges for global business environment...................................10
Research methodology...................................................................................................................10
Research philosophy.............................................................................................................11
Research approach................................................................................................................11
Research design....................................................................................................................11
Technique of the research.....................................................................................................12
Data collection......................................................................................................................12
Sampling...............................................................................................................................13
Data analysis.........................................................................................................................13
Ethical considerations...........................................................................................................14

Limitations of the research...................................................................................................14
Time scale......................................................................................................................................14
references.......................................................................................................................................16

INTRODUCTION AND BACKGROUND
Introduction
Globalization can be defined as a process of international integration from exchanging
views, products, services, ideas, mutual sharing and other aspects of culture. It is one of the
important aspects of international expansion of business organizations. Most of the organizations
use this process by interchanging goods, services and transportation (Collins, 2015). Majorly this
process is driven by international trade, investment and information technology. It has positive as
well as negative impacts on local and global level of business activities. Major challenges of
globalization are global economic crisis, political and legal factors, social and economic
environment, changes and technologies. All these challenges may affect the international
business of the company. So, researcher has decided to conduct a study on impacts that
globalization is having on a UK organization which is operating its business at local level as well
as expanded its business in Indian market (Pettinger, 2012). Regarding this, research study has
chosen Unilever which is one of the leading organization of FMCG (Fast Moving Consumer
Goods) industry of UK. It is a multinational company and operating its business in Indian market
also. In India it is running its organization with name of Hindustan Unilever. So, researcher
wants to determine the impact of globalization on local and global business of Unilever.
Regarding this author will follow a specific and systematic process. This procedure will
comprise review of literature, research methodology and data analysis. This process will play
important role in completing whole investigation in a more effective manner (Mullins, 2010).
Background
In aspect of business globalization can be defined as international expansion of the
business operations in different countries by exchanging good and services. Major reason behind
the globalization of business include profitability and existence of the country in more than one
country (Muondo and Perkins, 2013). But, sometimes international expansion of the business are
not favorable for every organization because different factors associated with global world can
harm the financial performance of the organization. Similarly, there are huge differences
between internal and external environment of UK and Indian market. So, organizations faces
different problems in operating its business in different countries. In contrast, organization gets
some advantages due to the changes in currency and exchange rates which increase the
profitability and finance of the organization. So, determining the impacts of globalization on
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organization has a huge scope of research so, author has decided to conduct study on this subject
(Wilson and Eilertsen, 2010).
Unilever is a multinational organization of consumer goods industry of UK and it is
operating its business in more than 100 countries. Major divisions of this organization are
products and services of personal care, food, refreshments and home care. In 1932, it has started
its business in Indian as Hindustan Unilever. But, company was facing huge problems in
managing functions and business operations at national and international level. Therefore, this
globalization has positive and negative impacts on both parental and subsidiary company (Wood,
2006).
AIM AND OBJECTIVES
Aim
“A review of the impact that globalization is having on Unilever which is operating its
business at both global and local level”.
Objectives
 To understand the major concepts of Globalization for UK business organizations.
 To determine the major benefits and significances of globalization for Unilever.
 To critically analyses the major challenges for Unilever at the time of international
expansion of business in India.
 To recommend appropriate strategies to Unilever to make favorable business
environment and overcome challenges of globalization in India.
RESEARCH QUESTION
1. What are the major concepts of Globalization for UK business organizations?
2. What are the major benefits and significances of globalization for Unilever?
3. What are the major issues or challenges have to be faced by Unilever at the time of
international expansion of business in India?
4. How Unilever can overcome all challenges and make favorable business environment in
India?
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PROBLEM STATEMENT
Unilever has started its business in Indian FMCG market in 1932 as Hindustan Unilever.
After few initial years company was growing and earning huge amount of profitability. But,
there are some issues and challenges of international and local market which affect business
operations of company. Due to globalization in Indian marker Unilever has also got some
positive and negative impacts on overall performance (Sian and Roberts, 2009). So, organization
needs to pay specific attention towards its globalization in Indian market because existing
strategies of the company is not effective working for overcoming all major challenges of
international market. So, for resolving these issues Unilever needs to focus on different concepts
of globalization and its benefits for company (Smith, 2013). Along with this, organization needs
to focus on different positive and negative impacts of international business expansion strategy
of company. So, for analyzing all these areas and resolving the issues associated with the
globalization researcher has decided to conduct study on this subject. Therefore, accomplishment
of this study will help in determining impacts of globalization on local and global business
activities of Unilever (Stonehouse and Houseton, 2005).
PROJECT RATIONAL
What is the issue?
Globalization has some negative impacts on organization which affect performance of the
organization at local and global level. So, it is the major issue for companies of UK industries.
Major reasons behind these issues are differences between business environments in distinct
organizations. So, it is the major issues for various organization so, researcher focuses on this
subject which will help in conducting review on impacts of globalization on local and
international level of company (Aquinas, 2006).
Why it is an issue?
It is an issue because it can affect the different department of the company in negative
manner such as marketing strategies, financial performance, and operation and production
capacity, etc. so, negative impacts of globalization is an issue for organizations. There are
different factors such as political, economic, environmental, technological and legal factors
which can increase the negative impacts on organizations. This issue affect the different out
industries of all over the world, it require appropriate attention (Bissell and Dolan, 2012).
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Why it is an issue now?
In the current business scenario international expansion of the business is one of the
major way to expand business and increase profitability of the organization. At present, Unilever
is investing huge amount of money in developing international existence of the firm in different
countries including India. But, there are different challenges of globalization which can affect the
business activities in negative manner (French, 2011). So, it is one of the major issue for
Unilever at present. Therefore, researcher wants to determine the impact of globalization on local
and international business of Unilever.
What could this research shed lights on?
For resolving this issue researcher needs to focus on different concepts of globalization
and major benefits of international expansion for Unilever. Afterwards, study also needs to focus
on different factors which can influence the business activities of the company. Including this,
research should shed light on challenges associated with globalization and different ways to
overcome these challenges (McKenna, 2000). All these areas will help in resolving the issue
related to the globalization.
LITERATURE REVIEW
Globalization
Carr, 2002 has concluded that “Globalization describes as continuous process by which
regional economics, communities and cultures have combined through an international network
and communication of trade”(Carr, 2002). On the other hand, Curtis, 2003 has stated that “In
terms of business organizations expanding business operations in more than one country is also
known as globalization of company” (Curtis, 2003). Globalization helps in increasing the
connection and interaction among people as well as increase the flow of goods, services and
money from one country to another. Hashim and Wok, 2014 has disclosed that “though this
activity availability of a goods in different countries without a huge difference in purchasing
amount” (Hashim and Wok, 2014). As per this statement, goods and services are produced in one
part of world can be available for another part of world. International travel and communication
has also increased after international expansion of businesses. Thompson and Pozner, 2007 has
stated that “there are different opportunities and threats for organizations which are operating its
business in different countries” (Thompson and Pozner, 2007). Major factors which can
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influence internal and external activities of a multinational company are political, economic and
environmental situations of both nations. Further, culture, technology and legal factors of nations
also affect the local and global business operations of an organization. Overall, globalization
affect the business activities in both home and international country.
Mullins, 2010 has concluded that “Globalization focuses on the integration of the culture
and products by exchanging goods and services which affect the behavior of customers at the
time of making purchase decisions” (Mullins, 2010). As per this statement, changes in
technologies in global world increase the opportunities of online sales of products and services.
It is favorable for customers and organization. But, sometimes it requires huge investment in
technology which can affect the financial performance of the firm. So, every organization needs
to focus on different aspects and concepts of globalization at the time of international expansion
of the business.
Benefits and significance of globalization for business organizations and customers
Muondo and Perkins, 2013 has concluded that “Expanding business at global level is one
of the major opportunity for every organization” (Muondo and Perkins, 2013). Similarly,
Muondo and Perkins, 2013 has stated that “Advancement in technology helps in getting this
opportunity in easy manner” (Muondo and Perkins, 2013). Most of the companies are starting
online business trades in more than one countries which reduces the unnecessary cost of
manufacturing and production in different nations. So, there re different benefits of the
globalization which are favorable for both customers as well as business organization. These
advantages are also considered as positive impacts of globalization on local and global level of
business.
On the other hand, Wood, 2006 has concluded study on global expansion of the
businesses and concluded that “international business increases the choices of products and
services for customers in all over the world which increases the level of satisfaction of
customers” (Wood, 2006). Along with this, there are different customers who belong to another
country and live in different so, they require goods and services as per their culture, needs and
expectations. So, international expansion helps in providing g goods and services to customers as
per their needs and requirements. Consequently, Sian and Roberts, 2009 has stated that “due to
the globalization companies can target large number of customers in all over the world” (Sian
and Roberts, 2009). As per this statement large number of customers can augment the total sales
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revenue and profitability of the company. Further, Collins, 2015 has concluded that “Most of the
companies are expanding their business operations in china and India because of the cheap
labors” (Collins, 2015). As per this statement globalization is beneficial in reducing the
unnecessary labor cost of the company as well as also help in getting skilled and experienced
labor at very low salary and wages.
Pettinger, 2012 has also concluded that “Most of the organizations import raw materials
from other countries so at the time of international expansion in same country will also reduce
the cost of raw material ” (Pettinger, 2012). The decrease cost of raw material has affected the
final price of the goods as well as decrease the production costs. On the other hand, Smith, 2013
has stated that “technological advancement is one of the most important benefits of globalization
of business” (Smith, 2013). When a company expand its business at international level then it get
the opportunities to take the advantages of new technologies and make the products and services
more improved and meet the customer satisfaction level. The new technologies has affected the
business in positive manner. But Stonehouse and Houseton, 2005 has found in his research that
“globalization of business has provided the benefits to the organization in terms of improvement
in performance” (Stonehouse and Houseton, 2005). For FMCG companies, it has more important
for them to improve the performance level of business so that it can be easy to survive in the
market for the long time. It has helped in taking the competitive advantages and increase the
market share.
According to Aquinas, 2006, “globalization has helped in reduction in overall cost of the
business operations which has more beneficial for the companies” (Aquinas, 2006). For example,
when a organization has taken the decision of expanding the business then it has to select some
places where it can perform the manufacturing and other operations. For this, firm has to chose
those places which has contain low cost of labor and easily get the raw material at low prices.
Therefore, with the help of globalization, the organizations can reduce the overall cost such as
manufacturing, carrying, holding, transportation and many other costs in more significant
manner. In this contrast, Bissell and Dolan, 2012 has asserted that “ globalization has helped in
integration of culture of local and home nations” (Bissell and Dolan, 2012). Running a business
at international level, it helps the companies to understand the culture of the various countries.
With the help of this, the organizations have easily understand the needs of the customers and
meet their demand in more effective manner.
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In this context, French, 2011 has suggested that “ globalization of business has
also helped in developing and improving the economic conditions of the nations” (French, 2011).
When a company has operated its business at the international level then it has given the taxes
and other duties to the government. This contribution of the organization has support the
economic system of the country. Therefore, form the above statements of the various authors and
the researchers, it has been found the globalization of business has provided the various benefits
to the firms as well as customers.
Globalization of business in India and associated challenges
The globalization of Unilever in India has brought the various challenges for it, the
unstable political environment as well as dynamic changes in the industry policies has affected
the production and other operations of the company. On the other hand, the changes in the
culture of India has also created a challenge for Unilever (McKenna, 2000). The reason is the
youngsters have adopted the foreign culture and it has created a demand gap between the
existing and expected expectations. In addition to this, the technology advancement is not too
much popular in India which has affected the distribution and supply of the goods. Beside this,
the environment of India has dynamically changed such as flood, heavy winters, earthquakes etc
affected the business of Unilever (Carr, 2002). In addition to this, the economic conditions as
well as legal aspects of India has not supported the new business in easy manner and create the
various challenges during running the business.
Strategies to overcome challenges for global business environment
To overcome the above stated challenges, Unilever has to adopt different strategies. First
framework is related to understand the culture of India. For this, company has to conduct the
market research of different factors affecting culture. Another strategy is bringing the new
technologies in India so that the distribution and supply of the good related issues can be easily
resolved (Curtis, 2003). With the help of these, it can be easy to overcome the challenges of
global business environment.
RESEARCH METHODOLOGY
For conducting research on globalization of Unilever researcher will use appropriate
methodology of research which will comprise different tools and techniques. Selection of various
tools and methods are described as under:
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Research philosophy
Philosophy of research can be defined as a paradigm which helps in conducting
investigation with in-depth analysis. Further it also helps in giving attention towards objective or
subjective concepts of the investigation. There are two types of research philosophies positivism
and intripitivism (Creswell, 2013). For determining impacts of globalization of Unilever on local
and global level author will use positivism research philosophy. This paradigm will be used by
researcher because it focuses on objectives of the study rather than subjectivity of the research
problem. So, it will helps in attaining all objectives and resolving research problem in effective
manner. Overall, positivism research philosophy will helps in determining impacts of
international business expansion of Unilever in Indian market on local and international business
of the company (Garner and Scott, 2013).
Research approach
Research approach helps in testing validity of the assumptions and findings of other
researchers or developing new theories. There are two types of approaches inductive and
deductive (Research Methodology. 2015). For the current investigation author will apply
deductive research approach which will help in testing hypothesis on globalization of Unilever
and its impact on business activities. It will be applied by researcher because it helps in
completing investigation from general to specific so, it will complete investigation for general
UK business and afterwards it will shed light on Unilever and its globalization in Indian market
and its new international branch Hindustan Unilever. Therefore, it will help in completing
research and testing hypothesis from general to specific manner (Choosing appropriate research
methodologies. 2015). Using this approach author can apply different hypothesis tests which will
provide appropriate findings to the research question.
Research design
Design of the research can be defined as a blue print of the whole investigation and major
types of the research designs are descriptive, experimental and casual. As per the current subject
and objectives descriptive research designs will be appropriate because it will be beneficial for
conducting qualitative as well as quantitative research using case study analysis and survey
methodology (Bhattacharyya, 2009). So, author will apply descriptive research design. Along
with this, it will also play important role in getting appropriate findings for making suitable
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conclusion for the current investigation. Descrip0tive research designs will also help in
understanding the subjective and qualitative concepts of the current research title which will
provide a strong base to whole study.
Technique of the research
There are different techniques of research which will helps in getting appropriate solution
of every research question as well as also beneficial for resolving research problem by
conducting proper investigation (Daniel and Sam, 2011). There are two type of the research
techniques qualitative and quantitative research techniques. For the current investigation author
will use a combined research strategies of both qualitative and quantitative research techniques.
Combined research strategy will be applied by researcher because qualitative method will help in
understanding the subjective t concepts and theories related to the globalization and quantitative
techniques will be appropriate for understanding the impacts of international business on
Unilever on local and global market (Fiegen, 2010). Overall combined research techniques will
play significant role in attaining objectives of the study in effective manner.
Data collection
Collecting of appropriate information about the research subject and objective is one of
the important function of whole investigation. It is necessitate for resolving research problem in
effective manner (Flick, 2011). There are two types of methods such as primary and secondary
data collection methods. For analyzing impacts of globalization on local and global business
author will apply both primary and secondary data collection methods. Primary data collection
tool helps in collecting new and fresh information about the investigation (Goddard and Melville,
2004). Therefore, author will select this method because it will help in collecting information
about the international expansion of Unilever and its benefits for its local and global operations.
On the other hand secondary data collection methods helps in collecting all those information
which have disclosed by other research scholars in historical studies on similar subjects. For the
current investigation primary data will be collected by using online questionnaire survey
methodology (Kumar, 2014). In which researcher will conduct survey of management team of
Unilever and they will provide appropriate information about the globalization and its impact on
local and global business activities of the company.
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On the other hand secondary data collection method will use different sources such as
websites and annual reports of Unilever, books, journals and articles relevant to the current
subject. Overall, all these sources will play important role in collecting past research information
on current subject. Therefore, primary and secondary data collection methods will be beneficial
for gathering suitable information about the research subject (Martin and Guerin, 2006).
Sampling
As per the discussion of data collection author will use primary data collection method
for collecting appropriate information about the research subject. So, regarding this researcher
needs to select a sample from management team of Unilever (Sobh and Perry, 2006). So,
researcher will use appropriate method for choosing sample from research universe and which is
called sampling frame. For the current investigation author will apply random number sampling
method. This method will be applied by researcher because it will provide equal chance to every
single unit of research population to select in sample without any personal bias (Whiteley and
Whiteley, 2006). Along with this, random number sampling method uses the random number
table for improving proficiency in sampling and reducing the sampling errors which will help in
improving the reliability and validity of data. Further, author will select 20 respondents from
management team for sample so, sample size for the entire investigation will be 20 which will
represent the characteristics of entire population of study.
Data analysis
Appropriate analysis and examination of collected data is an important task for researcher
because it helps in getting findings and results. Using these findings researcher makes final
conclusion for the current study. As per the discussion of the research techniques author will
conducting investigation by qualitative and quantitative manner. So, collected data will be
subjective as well as numerical (Vaivio, 2008). For analyzing subjective information researcher
will apply thematic analysis method and on the other hand for examining quantitative
information study will focus on statistical analysis methods. Thematic analysis includes different
themes, charts and figures and graphs for analyzing subjective information about the research
subject. On the other hand, statistical analysis will comprise appropriate hypothesis tests for
testing assumptions of the researcher (Kriz, Gummesson and Quazi, 2013). Findings of data
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analysis will helps in making final conclusion and recommendation as well as also help in
getting appropriate solution of every research question.
Ethical considerations
Every researcher needs to consider appropriate consideration for completing whole
investigation in ethical manner as well as resolving different issues associated with study
(Creswell, 2013). Ethical issues of investigation are relevant to the data collection and safety and
security of respondents. Including this, plagiarism and manipulation in collected data are also
known as important ethical issues which require proper attention of researcher. So, for resolving
these issues author will assure about safety and security of the personal information of every
participant (Garner and Scott, 2013). Along with this, researcher will also collect information
with appropriate references and citation which will reduce the probability of plagiarism and
manipulation of data. Overall, all these strategies of researcher will complete the whole
investigation in ethical manner.
Limitations of the research
Cost and time management are the major issues which can affect the final findings of the
project as well as these attributes can delay the entire project. Lack of these resources will be
considered as major limitation of the study (Bhattacharyya, 2009). So, researcher needs to
develop appropriate plan for managing time and available funds in every activity of the research.
Including this, lack of research experience will also affect the investigation on globalization. So,
researcher needs to focus on advance as well as in-depth research on every single subject will
help in increasing the accuracy of the findings (Daniel and Sam, 2011). Along with this, author
has appropriate theoretical and subjective knowledge which will also play important role in
managing this limitation in effective manner.
TIME SCALE
For managing available time of entire investigation author has developed a time plan
which can be represented by the Gantt chart. It will comprise different activities with duration.
Gantt chart for the current investigation is as follows:
Table 1: Gantt chart for whole investigation
Key
activity / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
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Weeks
Review of
background
of the study
and
organization
Literature
review on
globalization
and making
problem
statement
Selection of
appropriate
tools of the
research
methodology
Primary and
secondary
data
collection
Sampling
techniques
Analysis of
the collected
information
Interpretatio
n of findings
and results
Submission
of Draft
Final
submission
of report
As per the above Gantt chart researcher needs to complete different sub activities for
accomplishing whole investigation in effective manner. Along with this, whole investigation will
take 16 weeks for completion.
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REFERENCES
Books and journals
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Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Bissell, G. and Dolan, P., 2012. Organisational Behaviour for Social Work. Policy Press.
Carr, A., 2002. Organisational Culture: Organisational Change?. Journal of Organizational
Change Management. 15(4). pp.425 – 432.
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Curtis, S., 2003. Lies, damned lies and organisational politics. Industrial and Commercial
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Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
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French, R., 2011. Organizational Behaviour. John Wiley & Sons.
Garner, R. and Scott, G. M., 2013. Doing qualitative research: designs, methods, and
techniques. Pearson Education.
Goddard, W. and Melville, S., 2004. Research Methodology: An Introduction. Juta and
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behaviour and involvement in employment. Equality, Diversity and Inclusion: An
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Kriz, A., Gummesson, E. and Quazi, A., 2013. Methodology meets culture: Relational and
Guanxi-oriented research in China. International Journal of Cross Cultural Management.
Kumar, R., 2014. Research Methodology: A Step-by-Step Guide for Beginners. SAGE.
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Martin, S. C. and Guerin, A. D., 2006. Using research to inform design solutions. Journal of
Facilities Management. 4(3). pp.167–180.
McKenna, E., 2000. Business Psychology and Organisational Behaviour: A Student's Handbook.
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Mullins, L., 2010. Management and Organizational Behavior. 9th ed. Financial Times/Prentice
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Muondo, A. R. and Perkins, S., 2013. Organizational Behaviour: People, Process, Work and
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Sian, S., and Roberts, C., 2009. UK small owner-managed businesses: accounting and financial
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Qualitative Research in Accounting & Management. 5(1). pp.64–86.
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Wilson, W. J. and Eilertsen, S., 2010. How did strategic planning help during the economic
crisis. Strategy & Leadership. 38(2). pp.5–14.
Wood, E. H., 2006. The internal predictors of business performance in small firms: A logistic
regression analysis. Journal of Small Business and Enterprise Development. 13(3).
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