Positive Economic, Cultural and Ethical Impacts of Globalisation on Marketing

MANAGING A
SUCCESSFUL BUSINESS
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
P1 Project Aims and Objectives..................................................................................................1
P2 Project management plan.......................................................................................................2
P3 Work breakdown structure and a Gantt chart........................................................................4
ACTIVITY 2....................................................................................................................................6
P4 Small-scale research by applying qualitative and quantitative research methods.................6
P5 Research and data using appropriate tools and techniques...................................................8
P6 Recommendation.................................................................................................................17
ACTIVITY 3..................................................................................................................................17
P7 Reflection.............................................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
.......................................................................................................................................................24

Topic: “To determine the positive economic, cultural and ethical impacts of globalisation on
marketing”. A Case study on Jaguar.
INTRODUCTION
Globalisation is an on going process that connect people, cities and countries together. Its
prime focus is on economic side including trading, foreign direct investment and international
capital flows (Ali and Amin, 2014). Other than this, globalisation touches broader area such as
socio-economic, political, cultural, technology etc., Therefore, it can be said that globalisation
provides a wider area to companies for establishing their business in an effective manner. This
assignment is based on Jaguar in order to understand how globalisation puts an impact on
marketing function within the organisation. Jaguar is a British multinational company that
manufactures cars and they provide their services worldwide. This assignment will include
project aims and objectives based on which a project management plan will be formulated.
Therefore, for gathering data and information a small-scale research will be conducted using
qualitative and quantitative research methods so that aims and objectives can be met. Lastly,
based on the conducted research appropriate recommendations and valid conclusion can be
evaluated.
ACTIVITY 1
P1 Project Aims and Objectives
Background of the Project
In simple term to understand, globalisation is an integration of world economy that
further increases the interconnection between nations. With the change in course of time
globalisation has touched upon various factors like production and distribution, cross border
networking of companies such as companies are preferring working in joint ventures. Working in
a consultancy firm our company was assigned with a work that is of conducting a small research
for analysing the impact of globalisation on the marketing function of Jaguar. Jaguar is a one of
the leading car manufacturing company that manufacture cars. Company was established in the
year around 1933 and since than they are delivering excellent quality products to its customers.
For instance: only limited number of people were aware about the company but after
globalisation company has targeted large number of customers which has increased the sales and
profitability of the organisation (Cavusgil and Knight, 2015).
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Therefore, with the help of this assignment impact of globalisation will be evaluated
which further aid company in making effective strategies so that it can be implemented for
future proceedings.
Aims
“To determine the positive economic, cultural and ethical impact of globalisation on
marketing function of an organisation. A case study on Jaguar ”.
Objectives
 To investigate the concept of globalisation.
 To determine whether globalisation puts an impact on marketing department of Jaguar.
 To ascertain the relationship between globalisation and economic, cultural and ethical
impact upon marketing department of Jaguar.
Research Questions
 What do you understand by the concept of globalisation?
 Does globalisation puts an impact on marketing department of Jaguar?
 What is the relationship between globalisation and economic, cultural and ethical impact
upon marketing department of Jaguar.
P2 Project management plan
Project management plan is a formal document that defines the process of how a project
will be executed, monitored and controlled. In general terms project management plan (PMP)
can be considered as a guide for doing any kind of activity. As project management plan includes
a baselines thus, team members can measure the performance in order to know whether team is
going towards right direction and if not than on the basis of PMP team can reschedule the
activity and execute the plan effectively (Daim and et. al., 2012). While developing a project
management plan there are various kinds of components that are included such as time taken,
scope, time, resources required etc., therefore, all the factors are explained below for better
understanding:
Cost: While conducting a research this is an important factor that is to be considered so
that research can be accomplished in a right manner. This includes amount of money which is
required for executing the action plan. Therefore, cost that will be required for conducting the
research will be categorised according to different segments such as field work, human capital
required, hiring cost etc., The amount which is incurred in the entire process is around £2500.
2

Cost Budget
Particulars Amount
Initial investment 25000
Expenditures:
Human capital 15800
Field work 3200
Hiring cost 1850
Consultancy cost 2500
Miscellaneous expenses 560
Total expenses 23910
Profit 1090
Scope: This is an important factor which provides company with insight about what kind
of services customer wants from the company so that facilities can be provided accordingly.
Other than this, this will identify with an area where company have a greater scope of expanding
their businesses. As a result, with the help of this Jaguar will be able to provide effective services
and facilities to its customers (Ferraro and Briody, 2013).
Time: Benefits can be gained if excellent services and facilities can be provided right on
time. In relation with conducting the research on the behalf of Jaguar, time which will be taken is
around 5-6 months. This will include the entire process of conducting the mini-research, data
collection process, interpretation, recommendation and conclusion.
Risk: While conducting the research effectively there are many risk that can be arise such
as time and cost factor because researcher may have limited amount or funds for carrying out the
research in an appropriate manner. Other than this, one of the biggest threat or risk can be of data
getting leaked because of which company can face severe issues and problems.
Resources: Before conducting the research researcher must evaluate what all resources
are required such as targeted respondents,s process of conducting the research whether using
primary method or secondary method etc.,
Henceforth, all the factors that are mentioned above are important to be considered so
that research can be conducted in an effective manner which will further assist the investigator in
evaluating a valid conclusion (Khilji, 2012).
3

P3 Work breakdown structure and a Gantt chart
Work breakdown structure is a process that provides a guidelines and further divide the
entire work into smaller segments so that actions can be performed accordingly. Thus, it can be
said that WBS chart helps the investigator in managing the whole work in systematic manner.
WBS is represented in a tree like structure that give appropriate information regarding what
activity is to be done first and by what time period. Therefore, researcher can use this for
analysing and sub-dividing the work into different segments. In this, top deliverable are further
classified into sub-deliverables forming a hierarchical structure. Thus, work breakdown structure
is the most common and effective tool for executing the task in a better way (Kim, Suresh and
Kocabasoglu-Hillmer, 2013).
Gantt Chart:
It is a tool that which was developed by Henry Gantt so as to have appropriate
information related to the task that are to be done. Gantt Chart, is represented in a horizontal that
shows duration of the activity whereas vertical axis denotes time intervals for executing the work
and these are further segmented according to the time intervals. Thus, Gantt Chart includes
starting and finishing time when the work will finally gets completed.
4

5

ACTIVITY 2
P4 Small-scale research by applying qualitative and quantitative research methods
In order to do the task in an effective manner there are various methodologies that can be
used by researcher so as to get appropriate information and data. Globalisation in recent times
has put a great impact on the business of many companies. In terms of Jaguar, there marketing
department was affected by globalisation. For instance: for increasing its sales and profitability
company has now focused on social media, developing websites etc., as this will aid the
organisation in connecting with large number of customers in quick time. Therefore,
globalisation has not only helped company in increasing its consumer base but it has provided
maximum benefits as well. Henceforth, in order to conduct the research methodologies that are
used are mentioned below for better understanding (Voegtlin, Patzer and Scherer, 2012).
Qualitative Research: This is an exploratory research which is used by an investigator
in order have in-depth knowledge for a specific topic. Basically, this research method is used for
understanding social life thought by collecting information form targeted customers. Therefore,
in order to conduct the research different methods such as direct observation, open-end surveys,
focus group, etc., but in context with this research, investigator will use questionnaire that will
include simple questions which will be open ended and options will be stated below.
Respondents can choose appropriate options according to their choices and preferences
(Qualitiatve approach, 2018).
Quantitative Research: This is a method which is used for conducting for gathering data
and information from large number of customers. Information that are collected from
quantitative research are preferably in the form of numerical data which further assist researcher
in evaluating results in an effective manner. The biggest advantage of this method is that
information that are collected can be graphically represented (Quantitative research, 2018).
Methods of Data Collection:
Primary Research: This is determined as a basic tool that is used for gathering
information from respondents. Although primary research is time and cost consuming but most
of the researcher use this method in order to gain appropriate information and data because data
that are collected are authentic in nature and assist investigator in evaluating a valid conclusion
(Primary research, 2018).
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Secondary Research:
This method is basically used for having in-depth knowledge for a specific topic so that
researcher can use it for evaluating a valid conclusion. In this information are gathered through
books, journals, magazines etc., Most of the researcher use this method because it is less time
and cost consuming in a limited time frame.
Therefore, consultancy firm for conducting this research is using qualitative approach by
using a questionnaire in which 10 questions will be included along with its suitable options.
Number of respondents for this will be 50 which will be appropriate for conducting this research.
Questionnaire
Q1) Does globalisation provides a wider area to companies for expanding its business in
different areas?
a) Yes
b) No
Q2) According to you does globalisation puts any kind of impact on the marketing
activities of Jaguar?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q3) As per your concern does globalisation have to do anything with culture and ethical
factor?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q4) Does company is using effective marketing strategies for influencing its customers?
a) Strongly Agree
b) Agree
c) Neutral
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d) Disagree
e) Strongly disagree
Q5) According to you how you rate the productivity of the company because of
globalisation?
a) Very Productive
b) Above average
c) Average
d) Below Average
e) Not very productive
Q6) As per your concern how much marketing expenditure Jaguar have in domestic
market per year?
a) 1 to less than 10,000 Pound (approximately)
b) 10,000 to less than 50,000 Pound (approximately)
c) 50,000 to less than 200,000 Pound (approximately)
d) 200,000 to less than 500,000 Pound (approximately)
e) 500,000 Baht or more Pound (approximately)
Q7) What kind of major challenges faced by Jaguar while performing its marketing
functions in globalised business environment?
a) Rise in competition
b) Impact of environment
c) uncertainty in the market area.
Q8) As per your concern what are the basic resources which are required for executing
plans and business action by marketing functions?
a) Latest tools and technologies
b) Appropriate financial resource
c) Appropriate technical resource
Q9) Any recommendations that you want to give to the company for further development
in business operations?
P5 Research and data using appropriate tools and techniques
Theme 1: Globalisation provides a wider area
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Q1) Does globalisation provides a wider area to companies for
expanding its business in different areas?
Frequency
a) Yes 45
b) No 5
Interpretation: Key element of globalisation is that it has opened up the gates for many
companies for executing their business in different areas. Therefore, from the above mentioned it
can be evaluated that as per the 45 respondents out of 50, as they are saying “Yes”, which means
they are agreeing with the fact that globalisation has provided a greater opportunities to firms
whereas other 5 respondents has chosen the option “No”, which shows that they are disagreeing
with the fact and saying that although globalisation has aid company in expanding its business
but it has raised the competition.
9
a) Yes
b) No

Theme 2: Does globalisation puts any kind of impact
Q2) According to you does globalisation puts any kind of impact
on the marketing activities of Jaguar?
Frequency
a) Strongly Agree 22
b) Agree 10
c) Neutral 9
d) Disagree 4
e) Strongly Disagree 5
Interpretation: Globalisation has put an impact on business activities as with the help of
above mentioned graph it has been evaluated that maximum number of respondents i.e. 22 are
agreeing with the fact that marketing function is impacted by the activities of globalisation.
Whereas other 9 of them have chosen the option “neutral” which states that they are not clear
with their thoughts whether globalisation has impacted marketing function or not. On the other
hand 5 out of 50 respondents have chosen the option “strongly disagree” because they believe
that company is using similar marketing activities which they were using in their past.
10
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree
0
5
10
15
20
25
Column B

Theme 3: Globalisation is related to culture and ethical factor
Q3) As per your concern does globalisation have to do anything
with culture and ethical factor?
Frequency
a) Strongly Agree 20
b) Agree 8
c) Neutral 10
d) Disagree 7
e) Strongly Disagree 5
Interpretation: Culture and ethical function are the two factors that are very much
impacted by globalisation. Therefore, with the help of the above mentioned graph it can be
evaluated that according to 20 number of respondents which is maximum in number feels that
culture and ethical factor plays a crucial role because it enable company in manufacturing goods
and products according to the choices and preferences of customers. On the other hand, 10 of the
respondents are neutral and lastly, 5 of the answers are “Strongly Disagree” which means as per
their concern globalisation has changed the minds of people and its has made them uncultured
and by the time people are loosing their roots.
11
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

Theme 4: Effective marketing strategies
Q4) Does company is using effective marketing strategies for
influencing its customers?
Frequency
a) Strongly Agree 18
b) Agree 12
c) Neutral 10
d) Disagree 7
e) Strongly Disagree 3
Interpretation: Effective marketing strategies assist firm in generating more and more
revenues. Thus, from the above mentioned graph it can be evaluated that 18 of the respondents
are “strongly agree” with the statement and saying that whatever strategies Jaguar is using is
appropriate for attracting large number of customers. Whereas of other 10 of them are neutral in
this context. On the other hand 3 of the respondents have chosen the option “Strongly disagree”
which shows that marketing strategies used by company is not appropriate as company has
focused more on higher class.
12
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

Theme 5: Rate the productivity
Q5) According to you how you rate the productivity of the
company because of globalisation?
Frequency
a) Very Productive 19
b) Above average 15
c) Average 7
d) Below Average 6
e) Not very productive 3
Interpretation: Rate of productivity determines the growth of the company. Therefore,
with the help of the above mentioned graph it can be concluded that 19 of the respondents are
saying that because of globalisation productivity has become higher whereas 7 of them are
saying that company has average growth. On the other hand 3 of the respondents have chosen the
option that even after globalisation Jaguar is not productive and no changes can be seen in their
products.
13
a) Very Productive
b) Above average
c) Average
d) Below Average
e) Not very productive
0
2
4
6
8
10
12
14
16
18
20
Column B

Theme 6: Marketing expenditure
Q6) As per your concern how much marketing expenditure
Jaguar have in domestic market per year?
Frequency
a) 1 to less than 10,000 Pound (approximately) 4
b) 10,000 to less than 50,000 Pound (approximately) 8
c) 50,000 to less than 200,000 Pound (approximately) 9
d) 200,000 to less than 500,000 Pound (approximately) 14
e) 500,000 or more Pound (approximately) 15
Interpretation: From the above mentioned pie it has been evaluated that 4 of the
respondents are saying that marketing expenditure of Jaguar is approximately between 1 to less
than 10,000 Pound. On the other hand 15 out of 50 respondents which is higher are saying that
due to globalisation in domestic market company has a marketing expenditure of around 500,000
or more Pound.
14
a) 1 to less than 10,000
Pound (approximately)
b) 10,000 to less than
50,000 Pound
(approximately)
c) 50,000 to less than
200,000 Pound
(approximately)
d) 200,000 to less than
500,000 Pound
(approximately)
e) 500,000 or more Pound
(approximately)

Theme 7: Major challenges
Q7) What kind of major challenges faced by Jaguar while
performing its marketing functions in globalised business
environment?
Frequency
a) Rise in competition 25
b) Impact of environment 15
c) uncertainty in the market area. 10
Interpretation: According to the current market environment there are many issues
which can be faced by companies and as per the graph mentioned above it can be evaluated that
25 number of respondents have chosen the option rise in competition which shows that according
to them because of increase in competition Jaguar might have less market share which can
further puts an impact on business operations. Whereas 10 out of 50 respondents are agreeing
with the fact that uncertainty in the market area is the biggest challenge which company can face
while doing business.
15
a) Rise in competition
b) Impact of environment
c) uncertainty in the
market area.

Theme 8: Basic resources required
Q8) As per your concern what are the basic resources which
are required for executing plans and business action by
marketing functions?
Frequency
a) Latest tools and technologies 22
b) Appropriate financial resource 18
c) Appropriate technical resource 10
Interpretation: While operating business in an effective manner there are various
resources which can be required by researcher therefore, from the above mentioned graph it can
be evaluated that as per 22 respondents latest tools and technologies is most important to be
consider while conducting the research whereas 18 of them are saying that adequate financial
resource plays a crucial role. Rest 10 of the respondents out of 50 are agreeing with the fact that
and saying for executing business plans Jaguar will be required appropriate technical resources.
16
a) Latest tools and technologies
b) Appropriate financial resource
c) Appropriate technical resource
0
5
10
15
20
25
Column B

P6 Recommendation
Globalisation to many companies has provided wider area and as they have reduces the
boundaries for firms because of which organisation can operate its business in different parts of
the world. With the help of this research it should be recommended that as globalisation has now
changed the process of operating business activities so marketing department must make
modifications on a regular basis so that needs and requirements of customers can be fulfilled.
Other than this, culture and ethical factors plays a crucial role because the products which are
offered by Jaguar are costly and expensive in nature and there might be a possibility that people
of under-developed nation cannot afford the same. Therefore, while manufacturing the product
they must concern this and develop the product accordingly. In addition to this, company should
have proper knowledge related to the current market area so that effective products can be
provided to its end customers.
ACTIVITY 3
P7 Reflection
While conducting the research there are many pros and cons which can be faced by a
researcher. In context with this research, I got know that globalisation for Jaguar has increased
the rate of productivity because of which their sales has enhanced. As per my concern with the
change in course of time marketing expenditure has also raised up-to around 500,000 or more
Pound and through this it is aiding company in connecting with large number of customers.
Although globalisation has provided maximum benefits to the company but there are some
limitations as well which can be faced by firm such as increase in competition, financial resource
etc., In terms of issues faced by me while conducting this research is that I was confined with
limited money and time which created problem in executing the plan in an effective manner.
CONCLUSION
From the above report it has been concluded that globalisation plays a crucial role for
companies as through this firms are enabling themselves in expanding its business to different
areas. Therefore, it can be said that company has gain maximum benefits from the same as
customers can get the commodity anywhere in the world.
17

REFERENCES
Books and Journals
Ali, F. and Amin, M., 2014. The influence of physical environment on emotions, customer
satisfaction and behavioural intentions in Chinese resort hotel industry. Journal for
Global Business Advancement. 7(3). pp.249-266.
Cavusgil, S. T. and Knight, G., 2015. The born global firm: An entrepreneurial and capabilities
perspective on early and rapid internationalization. Journal of International Business
Studies. 46(1). pp.3-16.
Daim, T. U. and et. al., 2012. Exploring the communication breakdown in global virtual teams.
International Journal of Project Management. 30(2). pp.199-212.
Ferraro, G. P. and Briody, E. K., 2013. The cultural dimension of global business. Upper Saddle
River: Pearson.
Khilji, S. E., 2012. Editor's perspective: does South Asia matter? Rethinking South Asia as
relevant in international business research. South Asian Journal of Global Business
Research. 1(1). pp.8-21.
Kim, M., Suresh, N. C. and Kocabasoglu-Hillmer, C., 2013. An impact of manufacturing
flexibility and technological dimensions of manufacturing strategy on improving supply
chain responsiveness: Business environment perspective. International Journal of
Production Research. 51(18). pp.5597-5611.
Voegtlin, C., Patzer, M. and Scherer, A. G., 2012. Responsible leadership in global business: A
new approach to leadership and its multi-level outcomes. Journal of Business Ethics.
105(1). pp.1-16.
Wetherly, P., 2014. The business environment: themes and issues in a globalizing world. Oxford
University Press.
Online
Qualitiatve approach. 2018. [Online]. Available Through:
<http://libguides.usc.edu/writingguide/qualitative>
Primary research. 2018. [Online]. Available Through: <http://businesscasestudies.co.uk/food-
standards-agency/market-research-and-consumer-protection/primary-and-secondary-
research.html>.
Quantitative research. 2018. [Online]. Available Through:
<https://www.sisinternational.com/what-is-quantitative-research/>.
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Project Logbook
Name:
Project title:
Date:
Update on weekly research/tasks achieved
Points to consider:
What have you completed?
Get to know the impact of globalisation on marketing function of Jaguar
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?
I faced issue in communicating with most of the respondents as they were not agree to
attempt the research.
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
19

overcome
them?
Main
barrier that
was faced
by me was
time and
cost
boundation
. For funds I
took help
from my
tutor.
New ideas and change of project direction
Along with questionnaire, interview process could have been taken so as to have deep
knowledge about the specific topic.
What have I learnt about myself this week?
Points to consider:
How did I feel when I had to deal with tasks/problems? Did I find it useful to complete the tasks?
I was title bit tensed about how will I complete the task. Thus, after resolving the issue it seems to be
helpful.
How well have I performed? What did I contribute? What can I improve on next week?
It was satisfactory. I can work more on interacting with respondents
How might this learning apply in the future?
20

Tasks planned for next week
Points to consider:
Which tasks are priority?
Collecting data and information
Have you set aside sufficient time for completion?
Yes
Project plan status to date (on, ahead, behind)
going on
Supervisor comments to address
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Performance Review Template
Performance Review
• What was the project supposed to accomplish?
To know the impact of globalisation on marketing function of globalisation whether it is putting
negative or positive impact.
• Did the project succeed in its aims? How do you know? Specifically, please
outline any evaluation and assessment undertaken.
Yes, because all the aims and objectives were meeting. For conducting this research
questionnaire was used that assisted investigator in evaluating a valid conclusion.
• 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.
Information was enhanced. Further WBS and Gantt chart was included which aid in
performing the task in an systematic manner.
• What problems emerged during the project and how were they tackled? Was there
timely identification of issues and resolution during the project process?
Cost and time was the biggest problem and tutor helped me out in evaluating the
issue.
• What did you learn from undertaking the project?
Globalisation has a huge impact in the growth of business as it can increase sales and
profitability of the company.
• How would you rate your performance as project manager?
7.5 out of 10
22

• What strengths and weaknesses of your performance did you identify?
Strength:
evaluating conclusions
weaknesses
interacting with respondents.
• How will this inform and support your continuous professional development?
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