Positive Impact of Globalisation on Business Marketing Functions

This research explores the positive impact of globalisation on business marketing functions within organisations, focusing on the emergence of global brands. The study uses Asda as a case study to identify current trends, challenges, and recommendations for effective marketing in the retail industry. The research methodology includes qualitative methods such as surveys and data analysis.

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

TABLE OF CONTENTS
TOPIC:.............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Research Background.............................................................................................................1
Aims and Objectives...............................................................................................................1
Rationale.................................................................................................................................2
Project Management Plan.......................................................................................................2
TIME SCALE, GANTT CHART AND WBS.................................................................................3
..........................................................................................................................................................5
RESEARCH METHODOLOGIES.................................................................................................5
Research Methods:.................................................................................................................5
Research Approach:................................................................................................................6
Research Design:....................................................................................................................6
Sampling:................................................................................................................................7
Data Collection.......................................................................................................................7
Data Analysis:........................................................................................................................7
DATA ANALYSIS & INTEGRATION.........................................................................................7
RECOMMENDATION.................................................................................................................15
REFLECTION...............................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18
APPENDIX....................................................................................................................................19
Log Book..............................................................................................................................19
Performance Review............................................................................................................21

TOPIC:
What are the positive economic, cultural and ethical impact of globalisation on
different business functions within organisation such as operations, marketing, HR and
accounting
INTRODUCTION
Research Background
Globalisation has leads to increasing competition and an economic and financial shift
from developing to merging economies. It promotes a sense of cultural awareness, international
co-operations and economic global inter-dependency. Those multinational companies that are
successful have had to deicide and customise new strategies for doing business in emerging
markets and implement new business models to stay ahead of the competition (Steenkamp,
2019). Globalisation is has lead to positive impact on different business functions but especially
on the marketing functions of the company as transfer of technology has become easy because of
emergence of global brands and it gives access to larger audience, provides cheaper goods for
consumers, innovation, better quality of products or services and many other benefits.
In this present research, researcher has taken Asda company as it is one of the biggest
British supermarket retailers in UK. Company was founded by Fred Asquith and Peter in 1949.
Asda provide financial services, general mechanise and grocery. Researcher will use various
techniques and methods to identify the positive impact of globalisation on business marketing
function within organisation in retail industry in respect to emergence of global brands.
Aims and Objectives
Aim:
“To identify the positive impact of globalisation on business marketing function within
organisation in retail industry in respect to emergence of global brands. A study on Asda.”
Objectives:
 To determine the current trends of globalisation in context to business marketing with
respect to emergence of global brand.
 To identify the positive impact of globalisation on business marketing function within
organisation.
 To articulate the challenges faced by organisation in marketing with the emergence of
global brands.
1

 To provide recommendations to Asda for effective marketing function that gains
competitive advantage to the company.
Research Questions:
1. What are the current trends of globalisation in context to business marketing with respect
to emergence of global brand?
2. What are the positive impact of globalisation on business marketing function within
organisation?
3. What are the challenges faced by organisation in marketing with the emergence of global
brands?
4. What are the ways for effective marketing function that gains competitive advantage to
the Asda?
Rationale
The reason for choosing the topic the positive impact of globalisation on business
marketing function within organisation in retail industry in respect to emergence of global brand
is because it is the current trends as with the globalisation the marketing functions has become
highly developed and innovative (Christmann, Alexander and Wood, 2016). Thus, by studying
this topic, researcher has gain deep understanding and knowledge of development of marketing
function or positive impact of globalisation on marketing function. On the other hand, another
reason for choosing this topic is the academic interest of researcher as with this study, scholar
has understood the type of research methodologies, data collection techniques and how to
conduct survey.
Project Management Plan.
Project Management plan is a forma;, approved document that defined how the project is
accomplished, monitored and controlled. In this present research, researcher has created to
project management plan to clearly describe the scope, cost communication, resources, cost and
risk involves in this project.
Cost: Cost is one of the most essential factor in conducting the research as researcher has
to prepared budget and allocate cost to each and every task so that research is conducted in a
systematic way (Kerzner and Kerzner, 2017). If cost allocation is not done in a proper way than
it will surely leads to affect the efficiency of the research. £7000 cost will be required to
complete this present research project.
2

Resources: In order to conduct the research in a desired manner, it is very important to
allocate the resources in a desired way, it is very crucial to allocate the resources to each and
every task. In this present research, researcher will require proper funding, human resources,
laptops, stationery items, USB, people, equipment etc.
Risk: Risk are uncertain and it is very essential for researcher to take step to reduce the
possibility of the risk which are involved in the research. Here are the risk which are involved in
the research which are as follows-
Physical risk like discomfort, injury, pain or disease that affect the continuity of the
research.
Risk of security and privacy of data, loss of data, theft of data cold arise during the
research (Eskerod and Jepsen, 2016).
Time: Time is also very important that researcher have to consider because delays may
affect the result of the research. Researcher have to plan a schedule so that each and every
activity will be completed on time. This present research will be completed in 170 days approx.
Communication: This is also one of the element in that is also played a key role as f
communication is jot effective than it is not possible to achieve desire goals and objectives of the
research (Heagney, 2016). In this present research, researcher has use circulars and emails for
collecting the information.
Scope: The scope of the research is both at academic and corporate level as they it is
useful for the students who are learning and studying as well as for business owners. The scope
of this research is very broad and wide (Larson and Gray, 2017).
TIME SCALE, GANTT CHART AND WBS
Task Name Duration Start Finish Predecessors
Research proposal 45 days Tue 01-01-19 Mon 04-03-19
Aims and objectives 15 days Tue 05-03-19 Mon 25-03-19 1
Research methodologies 15 days Tue 05-03-19 Mon 25-03-19 1
Data collection 14 days Tue 26-03-19 Fri 12-04-19 2
Data analysis 30 days Tue 26-03-19 Mon 06-05-19 2,3
Data interpretation 10 days Tue 26-03-19 Mon 08-04-19 3
Finding and conclusion 28 days Mon 15-04-
19 Wed 22-05-19 4,6
Recommendations 10 days Thu 23-05-19 Wed 05-06-19 4,5,7
Conclusion and
Submission 2 days Thu 06-06-19 Fri 07-06-19 8
3

Table 1: Time Scale
4

RESEARCH METHODOLOGIES
Research Methods:
5
Illustration 1: Work Break-down Structure

Research methods are the fundamental part of the research as it is the process that refers
to collection of information or data for research to make the decision and to reach end
conclusion. Qualitative and Quantitate are two types of research on which whole study is based
on. Qualitative research are basically exploratory research that is used to gain the knowledge and
understanding for underlying the views, motivation and opinion. Whereas, quantitative methods
are those which are highly structured in collecting and analysing the data that are obtained from
various sources. Researcher has opted qualitative methods as it provides deep understanding of
the problems by taking views and opinion of the participants and thus successfully identified the
positive impact of globalisation on business marketing function within organisation in retail
industry in respect to emergence of global brands.
Research Approach:
Once the research methods are selected, scholar ave to look for selecting research
approaches. Research approaches are plan and process for consisting the steps towards the wide
assumptions detailing about the techniques for data collection, analysis and interpretation.
Basically, it develops and makes a pattern and theory on the basis of the collected data and
information. There are various types of research approach but mainly there are two which are
inductive and deductive. The approach that is a set of hypotheses and concerned about the
existing theories is called as deductive approach as well as it also designs the strategy for testing
the hypothesis while the approach that is only concerned with generation of new theory for
emerging the data is called as inductive approach. Researcher has opted deductive research
approach h because it is suitable for qualitative studies.
Research Design:
Research without research design is incomplete because it plans the way the research
questions will be answers as well as it provides a systematic technique to collect the data or
information. Descriptive and Experimental research design are mainly two techniques that are
used in the research. The design that includes observe and describe the behaviour if subject
without affecting in any way is called as descriptive research design. While, the research design
that established cause and effect relationship is called as experimental research design. This
research is associated with the descriptive research design as it is suitable and most appropriate
for qualitative research design and identified that the positive impact of globalisation on business
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marketing function within organisation in retail industry in respect to emergence of global
brands.
Sampling:
The process that is used to statistical analysis for planned number of observation that is
taken over the large population is called as sampling. This methodology is used to gather the
small sample from big population so that data is collected for the research. Probability sampling
and Non-probability are two types of sampling. Probability sampling is the process where the
representatives have equal chances of being selected, while the process where the representatives
do not have equal chances of being selected is called as Non-probabilistic sampling. In this
present research, researcher has selected 25 marketing managers of Asda to that they could
answer the impact of globalisation on the marketing functions.
Data Collection
After the selection of sample, researcher have to collect the data from various sources.
There are two types of primary and secondary from which data is gathered and measured. The
data which collected via questionnaire, survey and observation is called as primary data. The
data collected is fresh and unused data while secondary data are the information which is
collected through other sources like government publication. Journals, books etc. Researcher has
used primary data to gather the information as scholar has prepared questionnaire for survey.
Data Analysis:
After the collection of data, researcher has to evaluate the data so that information that is
collected could reveal a good result for the research. Data analysis is the process to clean, mould
and transform the raw data into meaningful information. Qualitative and Quantitative are two
methods that is used for data analysis process. This research is associated with the qualitative
methods as researcher has analysed the data through thematic analysis where information is
shown via charts, graphs and tables.
DATA ANALYSIS & INTEGRATION
QUESTIONNAIRE
Name of Organisation: Asda
Destination of Respondents: Marketing Managers
Age:
7

Gender:
1. For how long you are employed in Asda?
 2 to 3 years
 3 to 6 years
 6 to 8 years
 8 years and above
2. According to you, what is the impact of globalisation on marketing function within
organisation in retail industry?
 Positive
 Neutral
 Negative
3. According to you, did your marketing functions are improved with the emergence of global
brands?
 Yes
 No
 May be
4. What are the positive impact you have experienced in your marketing functions within
organisation?
 Digital Marketing
 Access to new market
 Better customer Satisfaction
 Effective Operations
5. Do you think with the emergence of digital marketing organisation has gained competitive
advantage in the market?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
6. Are you satisfied, with the increasing global brands marketing functions have become
innovative?
8

 Satisfied
 Neutral
 Dissatisfied
7. What are the challenges you think you have faced in marketing function with the emergence
of global brands?
 High Threat of Competition
 Managing Websites
 Providing ROI
 Managing both offline and Online customers
Theme 1: Maximum marketing managers are employed for last 3 to 6 years in Asda.
PARTICULARS FREQUENCY
2 to 3 years 7
3 to 6 years 8
6 to 8 years 4
8 years and above 6
9
2 to 3 years
3 to 6 years
6 to 8 years
8 years and above
0
1
2
3
4
5
6
7
8
FREQUENCY

Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that maximum respondents were
employed for last 3 to 6 years. There were 7 respondents who said that they were working in the
company for last 2 to 3 years and 4 were working for 6 to 8 years. Rest of 6 are more senior
marketing managers as they are been employed for more than 8 years. Thus, it has been cleared
that all the respondents selected in sample were eligible to answer the questions.
Theme 2: Globalisation has lead to positive impact on marketing function within organisation
in retail industry.
PARTICULARS FREQUENCY
Positive 16
Neutral 5
Negative 4
Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that globalisation has lead to positive
impact on the marketing functions within organisation in retail industry as supported by 16
respondents. They said that after globalisation the emergence of brand have increased that
transfer of technologies and they gain opportunities to gain competitive advantages in the
market. On the other hand, there were 5 respondents who were not supporting as they said it
10
Positive
Neutral
Negative

might be lead to positive impact as they were not sure. 4 were against of this, as they said
globalisation do not lead to positive impact as with the emergence of brand, competition are
increased to the great extend.
Theme 3: Marketing functions are improved with the emergence of global brands.
PARTICULARS FREQUENCY
Yes 14
No 5
May be 6
Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that marketing functions are improved
with the emergence of global brands as supported by 14. They provide there justification that
global brands have brought innovation with the advance technologies by which the marketing
functions have become effective. On the other hand, 5 were not opposing as they replied that
global brands have made the marketing function very typical as well as it has also raised the cost
11
Yes
No
May be

of production of the company. Whereas, there were six participants who were confused as they
said that may be marketing functions are improved as they were not sure.
Theme 4: Maximum managers were experience better customer satisfaction with the
emergence of global brands.
PARTICULARS FREQUENCY
Digital Marketing 7
Access to new market 4
Better customer Satisfaction 9
Effective Operations 5
Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that there are various positive impact
that organisation have experiencing the marketing functions as they are getting better customer
level satisfaction as 9 were supporting. There were 7 respondents who said that digital marketing
is another benefits that have leading pace with the emergence of global brands as through digital
marketing they could have effective market research. Further, globalisation has also makes easy
access to new market as supported by 4 participants whereas 5 said that after globalisation the
12
Digital Marketing
Access to new market
Better customer Satisfaction
Effective Operations
0
1
2
3
4
5
6
7
8
9
FREQUENCY

operation of company becomes effective and efficient by gaining competitive advantages and
innovative technology.
Theme 5: Yes, with the emergence of digital marketing organisation has gained competitive
advantage in the market.
PARTICULARS FREQUENCY
Highly Agree 8
Agree 5
Neutral 3
Highly Disagree 6
Disagree 4
Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that with emergence of digital
marketing, organisation has gained competitive advantages in the market as 8 were highly
supporting. They said that global brands bring innovative technologies through which
organisation have improved thee operation and quality of products and they are obtaining
competitive advantages. 10 (6+4) were against of this as they said global brands have raises the
13
Highly Agree
Agree
Neutral
Highly Disagree
Disagree
0
1
2
3
4
5
6
7
8
FREQUENCY

threat of competition for the organisation in the market place. Rest of 4 were confused and do not
have any specific answers.
Theme 6: Maximum managers were satisfied with the increasing global brands marketing
functions have become innovative.
PARTICULARS FREQUENCY
Satisfied 12
Neutral 6
Dissatisfied 7
Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that maximum managers were
satisfied with the increasing of global brands as marketing function have becomes innovative as
supported by 12 managers. They said that, advance technologies proposed by global brands have
raised many innovative tools like social media, Search Engine Optimization (SEO), Content
marketing, Email marketing by which marketing functions have becomes innovative. On the
other hand, 7 were dissatisfied as they said marketing becomes very tough for them as they have
to manage both online and offline customers which becomes somewhat difficult for them to
14
Satisfied
Neutral
Dissatisfied

manage. Rest of 6 were highly confused as they as either marketing function becomes innovative
or not.
Theme 7: Managing both offline and Online customers, is the biggest challenges faced in
marketing function with the emergence of global brands.
PARTICULARS FREQUENCY
High Threat of Competition 5
Managing Websites 4
Providing ROI 7
Managing both offline and Online customers 9
Interpretation: The above tabular and graphical presentation of the survey conducted
from 25 marketing managers of Asda and it is determined that managing both online and offline
customers is very challenging for the company as replied by 7 respondents. On the other hand,
there were 5 participants who said that the level of competition is highly increased due to
globalisation and it is one of the biggest challenge for the company. Providing ROI to the
company for marketing activities were also another challenge for the marketing function, it is
because today organisations are increasing the expenses of the company on marketings activities
and it creates pressure on them to ROI.
15
High Threat of Competition
Managing Websites
Providing ROI
Managing both offline and Online customers
0 1 2 3 4 5 6 7 8 9
FREQUENCY

Whereas, there were 5 managers who said that global brands have raises the competition
in marketing as organisation are using highly digitalised marketing techniques to take the
attention of customers. In addition to thus, 5 respondents replied that it become highly
challenging for them to manage the website and keep the website updated because competition is
increasing in the design of website too.
RECOMMENDATION
From the above analysis, it has been recommended by the researcher to Asda for gaining
competitive advantages in the market place which are as follows-
 Researcher suggested that marketing manager should use highly advance technologies
like Search Engine Optimization, Social media marketing (SEO), Content marketing,
Email marketing and text marketing and others so that they could get over millions of
customers with less efforts (Parsons, Maclaran and Chatzidakis, 2017).
 Researcher also advised that, personal marketing is also very important, either the
emerging technologies have developed but personal attachment with customers is very
important. For that, social media marketing is one of the best way as to gain competitive
advantages by building loyal customers.
 Align the products with customer needs as customer satisfaction is the heart of businesses
as if customer were not satisfied than it is not possible to gain profitability in the market.
 Researcher also suggested that, marketing manager should prepared budget for
marketing activities and for that they are allowed to take make optimum return on
investment (ROI).
REFLECTION
By conducting the above research, I have learned many things which have leads to great
importance in my career growth. During this research, I have understood about the globalisation
and its positive impact on the marketing function of the company with respect to emergence of
global brands. In beginning of research, where I have to make aims and objectives, I have found
that topic contain to many things but for obtaining better outcomes and solve the research
questions effectively, so I have decided to focus on a single function where I have selected
marketing functions within the organisation by taking suggestions from tutors and seniors.
Further, I have prepared the project management plan in which I have documented all the
activities in a designated way. Furthermore, I have evaluated all the research methodologies and
16

select the most appropriate one. This chapter is very important for my as I have gained the
understanding various research methods. In additional to this, the most interesting part of
research is data collection and interpretation in which I have gain the deep insight the topic. At
the end, I want to conclude that this research study makes me very confident that I could now
could undertake more research on any topic.
CONCLUSION
From the above research it has been concluded that impact of globalisation on business
marketing function within organisation in retail industry in respect to emergence of global brands
is positive. Marketing functions and operations were highly improved with the emergence of
global brands. With the emergence of global brands and advance technologies, it gives access to
larger audience, provides cheaper goods for consumers, innovation, better quality of products or
services and many other benefits that leads to positive impact of the marketing functions. In
addition to this, researcher has also faced some challenges like global brands also raises
competition in the market place which has become the greatest threat in the business
environment.
17

REFERENCES
Books and Journals:
Christmann, H., Alexander, A. and Wood, S., 2016. Exploring brand identity and
entrepreneurship as drivers of small specialist retailer internationalisation: a German case
study. The International Review of Retail, Distribution and Consumer Research, 26(2),
pp.137-153.
Eskerod, P. and Jepsen, A.L., 2016. Project stakeholder management. Routledge.
Haryanto, J.O., Moutinho, L. and Coelho, A., 2016. Is brand loyalty really present in the
children's market? A comparative study from Indonesia, Portugal, and Brazil. Journal of
business research, 69(10), pp.4020-4032.
Heagney, J., 2016. Fundamentals of project management. Amacom.
Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Larson, E.W. and Gray, C.F., 2017. Project management: The managerial process. McGraw-
Hill Education.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Steenkamp, J.B., 2019. The uncertain future of globalization: implications for global consumer
culture and global brands. International Marketing Review.
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APPENDIX
Log Book
Name:
Project title:
What are the positive economic, cultural and ethical impact of globalisation on
different business functions within organisation such as operations, marketing, HR
and accounting
Date:
Update on weekly research/tasks achieved
Points to consider:
What have you completed?
Research on globalisation
Did you fulfil task requirements?
Yes
Are you on track and within deadlines set?
Yes
Did you need to make any changes to your project management plan?
No
Any risks and/or issues identified?
Points to consider:
Did you identify risks/issues with a lack of skills required for undertaking research/tasks?
No
Did you identify any additional risks/issues that have an impact on the project management plan?
No
Problems encountered
Points to consider:
What
barriers did
you face?
How did
you
overcome
them?
No Barriers
New ideas and change of project direction
No
What have I learnt about myself this week?
This research study makes me very confident that I could now could undertake more research on any
topic.
Points to consider:
How did I feel when I had to deal with tasks/problems? Did I find it useful to complete the
19

tasks?
Yes
How well have I performed? What did I contribute? What can I improve on next week?
I have performed nicely. I have contributed in data collection. I want to imporve my communication
skill.
How might this learning apply in the future?
Tasks planned for next week
Points to consider:
Which tasks are priority?
Research Methodology
Have you set aside sufficient time for completion?
Yes
Project plan
status to date
(on, ahead,
behind)
Supervisor comments to address
20

Performance Review
Performance Review
• What was the project supposed to accomplish?
“To identify the positive impact of globalisation on business marketing function within organisation in
retail industry in respect to emergence of global brands. A study on Asda.”
• Did the project succeed in its aims? How do you know? Specifically, please outline any
evaluation and assessment undertaken.
• Yes. I came to know through the outcomes and completion of project on time.
• What things do you think worked well and why? Evaluate all aspects of the project (e.g. initial
inception, project activities and project outcomes) from a range of perspectives.
• Internet connection, responses of respondents.
• What problems emerged during the project and how were they tackled? Was there timely
identification of issues and resolution during the project process?
• No problems
• What did you learn from undertaking the project?
• I have learned many things which have leads to great importance in my career growth. During
this research, I have understood about the globalisation and its positive impact on the marketing
function of the company with respect to emergence of global brands.
• How would you rate your performance as Project Manager?
• 10/8
• What strengths and weaknesses of your performance did you identify?
• Strength: I am good at writing skills.
• Weaknesses: Lack of communication Skill
• How will this inform and support your continuous professional development?
• My writing skill will help me in writing blogs.
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