Research Project on Mercedes-Benz
Added on 2021-01-01
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Research Project
Table of ContentsTITLE: ............................................................................................................................................1CHAPTER 1: INTRODUCTION....................................................................................................1OVERVIEW OF TOPIC.............................................................................................................1BACKGROUND OF RESEARCH.............................................................................................1RATIONALE OF TOPIC...........................................................................................................1RESEARCH AIMS.....................................................................................................................2RESEARCH OBJECTIVES.......................................................................................................2RESEARCH QUESTIONS.........................................................................................................2CHAPTER 2: LITERATURE REVIEW.........................................................................................2The concept of globalisation.......................................................................................................2The factors which helps Mercedes-Benz in getting success in international market..................3The relationship between globalisation and business success of Mercedes-Benz......................4Recommendations about strategies which leads globalisation to business success....................5CHAPTER 3: RESEARCH METHODOLOGY.............................................................................6TIME SCALE................................................................................................................................10CHAPTER 4: DATA ANALYSIS................................................................................................11CHAPTER 5: RESERACH OUTCOME.......................................................................................21CHAPTER 6: REFLECTION AND RECOMMENDATIONS....................................................22CONCLUSION..............................................................................................................................23REFERENCES..............................................................................................................................24APPENDICES...............................................................................................................................26Research Proposal Form...........................................................................................................26Research Ethics approval form.................................................................................................32Questionnaire............................................................................................................................36
TITLE: “To examine the impact of globalisation on business success.” A case on Mercedes-Benz.CHAPTER 1: INTRODUCTIONOVERVIEW OF TOPICGlobalisation refers to the process in which integration and co- relation amongconsumers, organisations, political parties, etc. is possible. Hence while conducting businessoperations at international level, then it is essential to perform operations in effective andrelevant manner in order to compete with other organisation and maintain good brand image(Ariely, 2012). With globalisation of organisation, there might be positive or negative impact onbusiness profits, revenues, sales, etc. Globalisation of business operations can be possible withproper planning, organising, selecting resources from best and relevant manner. In internationalmarket, changes are taking place very rapidly such as change in consumer demand, technologicalchanges, more competition, etc. are the reasons which affects business operations. This researchis based on Mercedes-Benz which is brand in auto-mobile sector. Mercedes-Benz wasestablished in 1886 provides premium class cars to consumers. BACKGROUND OF RESEARCHIn this research, there is discussion about impact of globalisation on business. There aresome changes required in business operations while performing operations at international level.In order to maintain proper working at globalise level, it is essential to accept changes which aretaking at international level. Mercedes-Benz is the organisation which operates in different partsof world such as UK, USA, India and other countries. Hence managers of Mercedes-Benz takescare about trend, culture, requirements of people as per change in their geographical region. Thishelps to make long term relations with consumers. In order to enter in new market, there aredifferent modes such as joint venture, franchise, take over, acquisition, etc. Managers ofMercedes-Benz has to select one because it helps to enter in new market (Asongu and De Moor,2017). RATIONALE OF TOPICResearch is the process in which in- depth analysis is done for gaining and enhancingknowledge about specific topic. Importance behind conducting this research is to analyse impact1
of globalisation on business success. With expansion of business, there is increment in saleswhich helps organisation to improves profitability and products. But there are some factorswhich has to be considered by managers to get positive impact. For instance: in case of change inconsumer demand, then it is responsibility of managers at Mercedes-Benz to alter their productsand services in order to get positive change (Byram and Parmenter, 2012). RESEARCH AIMSTo examine the impact of globalisation on business success which leads to long termsustainability in industry.To examine the impact of globalisation in making business successful. A study on Mercedes-Benz. RESEARCH OBJECTIVESTo understand the concept of globalisation.To determine the factors which helps Mercedes-Benz in getting success in internationalmarket.To analyse the relationship between globalisation and business success of Mercedes-Benz. To recommend the strategies which leads globalisation to business success.RESEARCH QUESTIONSDo you understand the concept of globalisation?What are the factors which helps Mercedes-Benz in getting success in internationalmarket?Which type of relationship lies between globalisation and business success of Mercedes-Benz?What are the recommendations which leads globalisation to business success?CHAPTER 2: LITERATURE REVIEWThe concept of globalisationAccording to Bresler and Stake, 2017.globalisation refers to the process in whichbusiness operations are performed at international level. This gives positive impact on sales,profits and revenues of association because consumer base gets increased. In globalisation, thereare intensification of political, economical, social and cultural factors of countries. Globalisation2
of business can be done with participation of political parties of two or more countries. Top levelmanagers of Mercedes-Benz has to consider economic factors of foreign country because thisaffects operations in negative manner. It is relevant because there are difference in economicrates, tax policies of different countries. Globalisation has many advantages as well asdisadvantages, so in this case, managers of Mercedes-Benz has to analyse external market andthen take actions accordingly. For instance: manager are thinking to launch outlet in developing country such as Niger,Ethopia, Chad, Burundi, Benin, etc. so in this case, managers of Mercedes-Benz has to analysepolitical, economic, social factor of particular geographical region. In case of improper analysisand planning, there is negative impact on brand image of Mercedes-Benz. Hence it is clear thatglobalisation can be succeed with proper planning. In order to operate business at internationallevel, it is responsibility of managers to perform operations according to external market. Thishelps to analyse market trend and then perform operations accordingly. With globalisation of business there is positive impact on business operations in the formof good profits, brand image, etc. While there is negative impact as well as if business operationsare not performed according to geographical region (Clarke, 2013). Hence it is concluded thatmanagers of Mercedes-Benz has to frame policies such as proper communication, marketingstrategy, proper regulation of employment laws, communication with workforce, etc. Hencethese policies are beneficial for achieving business aims and objectives such as good profits,business expansion, good brand image, etc. The factors which helps Mercedes-Benz in getting success in international marketMercedes-Benz is the company which provides premium class cars to consumers. Targetmarket for Mercedes-Benz are upper class consumers of society. This organisation is bestbecause they have best quality services with quick after sales services, etc. hence these are thefactors which attracts consumers. According to Brian Abner, when managers of Mercedes-Benzexpand their business at international market, then many components such as culture, legal rulesand regulations etc. has to be considered to get positive return. These factors are discussed asunder-Culture- Culture refers to the trend which has to be followed by specific geographicalregion. There is difference in culture, values and ethics of consumers as per change in region, soin this case managers of Mercedes-Benz has to analyse it before expanding business at other3
countries. For instance: there is trend of cars for people who resides at UK because this is theirliving of standards and this is their basic need. While at developing countries such as Ethopiamajority of people do not have good income so they can not afford high budget cars. Hence inthis case managers of Mercedes-Benz has to advertise product accordingly (Conversi, 2012). Legal and regulatory barriers- There are some legal rules and regulations which arerequired to be followed by managers of Mercedes-Benz in order to operate in some country. Foreign government consideration- There are some regulations of foreign country whichaffects business operations in negative or positive manner. Mercedes-Benz can hire personnelwhich provide them complete information about legal regulation. As government plays crucialrole in international business, so in this case prior approval, proper documentations, etc. arerequired to understand. With this it is ease to enter in new market and possibilities of governmentinterference is less. For e.g. in case of developing nations there are some strict laws andgovernment policies which affects business expansion. Hence prior to expand business thesepolicies has to analysed (Doiz, Lasagabaster and Sierra, 2013). Business case- There is requirement of analysing case of business, sector in whichMercedes-Benz deals, etc. This helps to make changes which is significant and relevant forsetting up business in international market. With proper information about company, it is easy toexpand business by communicating information about their core operations. There is feasibilityin external environment of country, so business case provides appropriate information to expertperson. With business case it is easy to provide information about area of working. Businessoperations are performed at international market with interference of some existing people.There is requirement of trade mark and other intellectual rights which is significant forperforming operations in more safe and secure environment.Business at new market can be extended with different modes such as partnership, jointventure, export, franchise, etc. hence managers of Mercedes-Benz has to analyse method ofentering. This helps to expand operations in new market because this ease in entering in newmarket and expanding business. The relationship between globalisation and business success of Mercedes-BenzGlobalisation of business refers to process in which business operations are performed inmore than one country. Hence there is improvement in operations because there is requirementof change in plans and policies. In order to maintain changes it is essential to perform operations4
in effective and relevant manner (Findlay and et. al., 2012). There is requirement of differentresources such as employees, finance, etc. then it is important of managers of Mercedes-Benz toanalyse changes. There is positive outcome when managers of Mercedes-Benz analyse externalmarket and perform business operations accordingly. Business success refers increment in sales, profits, improving brand image, goodconsumer base, etc. This can be possible with expansion of business. Hence it is clear that thereis positive relationship between globalisation of operations and business success. As there iscompetition at international level, so managers of Mercedes-Benz has to analyse external marketsuch as competitors policies, pricing strategies, etc. helps to sustain in market for longer period.There is different in trend, fashion, culture, income level, etc. for various countries, so it must beconsidered by managers. As Mercedes-Benz deals in auto-mobile sector, so in this case, it is important to analysedemand of consumers and then market product among them. For instance managers ofMercedes-Benz wants to operate in under developed countries such as Ethopia, then in this casepeople residing in thus country have low income, hence in this case it is beneficial to launch lowbudget cars. People prefer to purchase it and this helps to maintain long term, existence incountry. Marketing strategies such as television advertisement, social media, etc. must befamiliar to people who are residing in such countries (Gale and et. al., 2013). Hence it is concluded that there is positive relationship between globalisation andbusiness success. But managers of Mercedes-Benz has to analyse market regularly, performoperations according to society value. Hence this helps to maintain long term relations withconsumers which helps in expansion of business and earning good revenues. Recommendations about strategies which leads globalisation to business successThere are different strategies through which business organisation can expand in newmarket. There is difference in working at national and international level. So managers ofMercedes-Benz has to change their working style such as marketing advertisement is required tobe done with social media platform. As per requirement of consumer changes in quality, featuresof car, engine, etc. For high cars, quality of after sales services, comfortable level of consumers,etc. has to be considered by manager. According to Joanna Brassett there are some strategiesfollowed by managers of Mercedes-Benz to get positive impact-5
Proper planning- Planning refers to basic management process which helps to formulateresources optimally for achieving business objectives (Gardner, 2013). When managers ofMercedes-Benz are thinking to launch new product in market, then they have to analyse type ofmarket, price of car, marketing strategies, type of consumer, etc. with these aspects it is easy tocorrelated among demand of consumer and products marketed in society. When products iswithin budget ad according to requirement of consumers, then it helps consumers to availservices and making long term relations with them. Acquisition of resources- There is requirement of different resources such as finance,employees, technology, etc. Hence in this case managers of Mercedes-Benz has to analyse theseresources which helps in promotion of business at international level. Managers of Mercedes-Benz has to analyse requirement of resources and then acquire its sources. For instance, there isrequirement of steel, rubber, leather, iron, etc. then in this case managers has to plan sourcesthrough which resources are acquired. It is essential because it helps to maintain cost and helpsto maintain quality of products and services. For instance: in developing countries labour ischeap, so this is advantage for Mercedes-Benz in expansion of business (Ivanov and Webster,2012).Hiring of legal advisors- While operating business at new place there is lack ofknowledge about rules and regulation, registration laws, tax policies, etc. of particulargeographical region. Hence in order to study all these factors, it is essential that managers ofMercedes-Benz has to hire legal advisor. This reduces policies of having any legal case againstorganisation and business operations are performed in authentic manner. Understand local and cultural nuances- There is difference in cultural values ofconsumers who are residing in particular geographical region. Hence it is responsibility ofmanager at Mercedes-Benz to properly analyse regarding cultural values, trends, etc. which helpsto perform actions according to particular geographical region. This helps to make long termrelations with consumers of Mercedes-Benz because advertisements, products are as per desireof society. For instance: developed required high budget car with big size model because theyprefer to purchase care of relevant brands, while in developing countries, there is more traffic,hence in this case managers of Mercedes-Benz has to provide and market size size cars. 6
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