John Lewis: Globalisation's Impact on Marketing and Business Project

This report provides a comprehensive analysis of the impact of globalisation on John Lewis, a multinational departmental store. It begins by identifying and examining the aims and objectives of the project, focusing on the economic, cultural, and ethical impacts of globalisation on the company's marketing functions. The report then evaluates a project management plan, detailing aspects such as time, quality, risk, resources, and communication, and includes a detailed work breakdown structure and Gantt chart. A small-scale research project is conducted, using primary and secondary data collection methods, followed by an examination of the collected data using appropriate tools and techniques. Recommendations are provided based on the research analysis, and the report concludes with a reflection on the project's objectives and overall findings, emphasizing the importance of globalisation for business expansion and market capture.

Managing a successful
business project

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Identification and examination of the aims and objectives of the project related to the
scenario that has been taken above which is globalisation..........................................................1
P2. Evaluation of a plan of project management which includes all the related aspects like
time, quality, aim and deliverables, risk, resources, and communication...................................2
P3. Providing a detailed work breakdown of Gantt chart and structure that provides time frame
in different stages.........................................................................................................................4
TASK 2............................................................................................................................................6
P4. Carrying out a research of small scale in nature by using different methods like primary
and secondary data collection so that it can fulfil all the requirements of the project.................6
P5. Examination of the data that has been collected by using appropriate tools and techniques
that are prevailing in the current market scenario.......................................................................8
P6. Examine all the aspects that are evaluated above and give a detailed and appropriate
recommendation for the research analysis result of data...........................................................14
TASK 4..........................................................................................................................................14
P7. Formulate a detailed refection of the project so as to analyse that the objectives are
fulfilled or not............................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Globalisation is one of the most important as well as essential aspect for all the firm that are
operating in the current market scenario as it helps in merging the domestic economy with the
international one and thus giving a wide scope to every firm to capture a large market by
improving the quality of the products and services that it renders in the present market
(Abeywardena, 2019). John Lewis is a multinational brand and is a company which deals in
providing basic amenities to the citizens as it is a high-ended departmental store and it operates a
chain a various stores in the country. It is working since a long time period and thus as a result
has captured a larger share in the market and is planning to expand in various areas too. In this
report there is a detailed discussion done and the aim and objectives of the project is formulated
including a plan which is related to project management which covers different aspects like time,
quality, aim, etc. apart from that this report includes a structure, a Gantt chart, small scale
research, finding of various data using accurate and precise tools. Further this report includes an
appropriate recommendation and conclusion in addition to a complete reflection of the overall
project.
TASK 1
P1. Identification and examination of the aims and objectives of the project related to the
scenario that has been taken above which is globalisation
Topic – Various impacts of globalisation on the firm of John Lewis like economic,
cultural, and ethical.
John Lewis is a company that is operational in the market of departmental stores which
provides products and services so as to carter the needs and requirements of the customers in an
impactful manner. There are many sub parts in the company that provides different goods and
services of high quality to its customers and that too within the limited budget level of the
maximum number of individuals that are living in the society. Globalisation can prove beneficial
for the company as it can provide a ready market to the organisation in which it can render its
products so as to improve the positioning of the company in the market by improving the volume
of sales and profitability in the long run. Also it provides quality products at cheap rate so it can
help the customers to improve their standard of living by choosing its services which can prove

useful for both that is the society as well as the enterprise. Thus the company can use functions
of marketing for its expansion in other areas.
Aim of project- Aim of this project is to examine the possible impact of globalisation on
the functions of marketing that are performed by John Lewis so that it can capture a large share
of market of the industry in which it is operational (Arvidsson, Arvidsson and Harrison 2019).
Research Objectives:
 Examine and evaluate globalisation’s impact on the textile industry.
 To identify and analyse the influence of cultural, economic, and ethical activities on John
Lewis marketing department as a whole.
 Detailed evaluation of the different ways in which the company can try to expand its
business at global level.
Research Questions: Identification of the possible effect of economic, ethical, and cultural
activities of globalisation with context to John Lewis firm and its department of marketing.
 Effects of globalisation on textile industry
 Problems that are faced in the John Lewis company by its managers to perform the
activities that are related with business with reference to global context
P2. Evaluation of a plan of project management which includes all the related aspects like time,
quality, aim and deliverables, risk, resources, and communication
Formulation of project management plan and its subsequent examination is very important
since it helps in making appropriate plans and policies for the firm that it can implement in its
daily activities that it performs so as to improve and increase the volume of sales and
profitability. There are many things that has to be kept in mind while analysing the plan such as
strengths, limitations, resources available, etc. and all has to be managed in a systematic and
sequential order so that it can add value to the company in the long run. Globalisation is the
merging the local market with that of international and thus it impacts the working of John Lewis
firm too in both positive and negative way. Different aspects of the project are discussed below
in detail-
Scope: Globalisation gives a vast scope to each and every business firm that is planning
to expand as it gives a ready market to operate and earn huge amount of profits while rendering
quality products and services. Since John Lewis is working in the sector of departmental store so
it has an advantage as it provides basic amenities to its buyers and if they gets costlier the person

will still buy it so the company can earn good amount of profit through this. Thus the firm can
exploit the opportunity of globalisation to the maximum so that it can increase its market value
and can stand well ahead of all its competitor that are prevailing in the similar market conditions.
Cost: It is one of the most important aspects as cost helps in determining the number of
individuals that would buy the product and thus all companies must try to strike a balance
between the requirements of the consumer and the profit margin before setting up price of a
product. Since John Lewis provides its products at a cheap rate it can exploit the market which is
provides to it because of globalisation as it can attract a large number of customer base towards it
by providing quality products at cheap rates. John Lewis must use advanced technology in
production so that it can result in minimising the cost and increasing the margin of profit for the
firm in the long term (Dalcher, 2018).
Forecasted Budget
Particular Amount in £
Cost of acquiring plan and machinery 20000
Advertisement cost 11500
Infrastructure cost 19000
Cost involved in hiring of people 6500
Total cost 57000
Forecasted budget is around 57000 GBP for John Lewis.
Time: Time is a constraint and thus all the activities must be finished well within the
stipulated time so that it can result in improving the market image of the company which can
subsequently lead in increased level of sales of the company. John Lewis can use different tools
and techniques that are prevailing in the market such as giving proper and right training to its
staff so that all the efforts are directed towards the accomplishment of the desired objective and
can be finished well within a limited time period.
Quality: It is very essential to maintain the quality of the goods and service that a
company renders in the market so as to increase the level of satisfaction of the customers. John
Lewis can try to improve its quality by providing quick support and assistance to its customers
and it can be done by motivating employees in right direction so that they can give quality
services to the buyers which can further result in improved performance.

Risk: Risk is involved in each and every type of business, it can just vary from high to
low and a high risk firm have the possibility of earning higher profits too since it is also said that
high risk leads to higher rewards. Risk must be minimised in every company so that it cannot
hamper the performance and overall working of the organisation and it must be limited so that in
case it does not work in the favour of the company then it can overall all the losses in an
impactful manner. John Lewis operates on low risk and it is one of the main reason behind the
huge success of it in the local market and thus it can opt the same policy in international market
too so that it can sustain and survive in the industry which is highly competitive as well as
dynamic in nature (Davies, Dodgson and Gann, 2016).
Communication: It is very important for every firm to reduce the barriers of
communication so that a positive environment can be created within the firm which can lead to
achievement of all the goals in a limited time period. John Lewis make teams in this regard so
that conflicts can be minimised which can further add to the value of it.
P3. Providing a detailed work breakdown of Gantt chart and structure that provides time frame in
different stages
Breakdown of complex work into smaller parts is one of the most essential steps towards
the attainment of all the desired goals and tat too within the stipulated time period. In the process
of work breakdown different components of the project are taken and then plans are made to cut
down the larger parts into smaller one so that it can become a lot easier for the employees of the
company to achieve the desired results. It can be done by formulating a table that contains all the
relevant data as well as information about the task that has to be completed so that all the efforts
are directed towards a similar nature goal. Gantt chart and other relevant charts provide a
detailed summary and overview of the process and the performance of the company so it
becomes a easier to analyse and evaluate the true position of the firm in the market. Since the
main objective of John Lewis is to capture the global market by expanding its business so that it
can prove beneficial from the company’s point of view. In this case WBS proves very useful for
the company as it helps in taking appropriate decisions that helps the company to sustain and
survive stiff competition that is prevailing in the industry (Harmon, 2019). Different charts that
are prepared are according to the objective of the company that are discussed in detail below-
 Research project objectives
 Corporation conflicts

 Researcher’s purpose
 Development of an appropriate plan
 Taking accurate decisions on the data that has been collected
The organisation that is mentioned above which is John Lewis is a medium sized firm that
tends to expand its business operation on a wide scale so as to exploit the opportunity that
globalisation gives to the enterprise so that it can increase the volume of its sales in the market.
Individuals that are working with the company has done a detailed examination of various
aspects and then framed different questions which are related with the business operation so that
all the project related work can be finished well within a limited time frame. The source of
research that has been used in this project is polling method since it is very accurate as well as
convenient.
Gantt chart helps in determining the time period that is required so as to complete the
given task with full accuracy and effectiveness. Thus it can be seen in the chart that literature
review needs 5 days while research methodology requires 12 days while the former is related
with task 2 whereas the latter is related with task 2 and 3 (Kiradoo, 2017). So as per the facts and
figures that are shown above a Gantt chart is prepared for the company of John Lewis and the
chart is represented below in a sequential manner-

It is very important to do all the work in a sequential manner so that it can be finished
within the time period that has been given for a particular task and thus a path way for the
business plan and its operation is given below-
TASK 2
P4. Carrying out a research of small scale in nature by using different methods like primary and
secondary data collection so that it can fulfil all the requirements of the project
There are different types of data collection method but the most important ones are primary
and secondary data collection method as they are tried and tested methods with high success rate
in the market. Thus both of them are elaborated below-
Primary data: It is type of data collection method which is directly collected from the
source and this it is considered to be a very accurate and precise method of collecting data.
Secondary data: It is a type of method in which primary sources are used and they often
rely on the data that has been collected primarily and thus it is the one that is not very often
accurate.
Q1) Can the firm depend on the division of marketing for the purpose of globalisation?
A) Yes

B) No
Q2) Below are some factors given analyse which one impacts the operations of the business
firm?
A) Economic conditions
B) Culture
C) Morality/ethics
Q3) Below are some sections given evaluate which one sector helps the company so that it
can execute its functions in an effective way for the purpose of globalisation?
A) Finance
B) Human resource
C) Marketing
Q4) Some factors are given below analyse in detail which one helps the firm to gain
competitive advantage over other companies in the industry?
A) By implementing advanced technology
B ) Market division as per society
C ) Improved product development plan
Q5) How global reach can be maximised by the firm?
A) By realize the culture of market
B) By utilize of effectual and new scheme as per the demand.
C) By examine the competitive advantage
Q6) Various departments are given below examine all and evaluate the one that is
accountable for the growth of the company economically?
A) Research & Development department
B) HRM department
C) Accounts departments
D) Sales & marketing department
Q7) In case of discourse of globalisation what problems can be faced by the organisation?
A) Political issues
B) Legitimate issues
C) Social issue
D) Economical issues

Q8) Does ethical factors impacts the working of John Lewis? Put your opinion.
A) Agree
B) Strongly agree
C) Disagree
D) Strongly disagree
Q9) Does globalisation is the factor behind the success of the firm John Lewis?
A) Yes
B) No
Q10) Give appropriate recommendations so as to deal accordingly with the problems and
possible challenges that can arise in the process of globalisation?
P5. Examination of the data that has been collected by using appropriate tools and techniques
that are prevailing in the current market scenario
Q1) Can the firm depend on the division of marketing for the purpose of globalisation?
a) Yes 25
b) No 10
Yes No
0
5
10
15
20
25
30
25
10
Column C
Interpretation: It can be seen from the above that 25 out of 35 persons are in favour
while the other 10 individuals are not in favour that the company must depend on its marketing
department for globalisation (Marchewka, 2016).

Q2) Below are some factors given analyse which one impacts the operations of the business
firm?
A) Economic conditions 16
B) Culture 9
C) Morality/ethics 10
Interpretation: It can be seen from the above that 16, 9, and 10 persons are in favour of
economic conditions, culture, and morality/ethics so it can be said that economic condition is the
one that impacts the working of the business most.
Q3) Below are some sections given evaluate which one sector helps the company so that it can
execute its functions in an effective way for the purpose of globalisation?
A) Finance 9
B) Human resource 10
C) Marketing 16

Interpretation: It can be seen from the above representation that 9, 10, and 16 are in
favour of finance, HR, and marketing and thus it can be said that marketing is a very important
functions that helps in globalisation process (Mellender, 2017).
Q4) Some factors are given below analyse in detail which one helps the firm to gain competitive
advantage over other companies in the industry?
A) By implementing advanced technology 16
B) Market division as per society 12
C) Improved product development plan 8
Interpretation: It can be clearly seen from the above that by implementing advanced
technology firm can gain competitive advantage over other companies as the individuals