Impact of Globalization on Small businesses

This research project aims to analyze the potential influence of globalization on the marketing operations of small businesses. It includes a literature review, research methodology, and case study on 4Com Plc.

Research Project

Abstract
The present study intention is to determine the potential influence of Globalization on the
marketing operations of a Small businesses. This is a broad theoretical investigation that is
mainly executed to analyse the influence of globalisation on the functions of a small scale
organisation. This study is significant in processing the individualized as well as occupational
skills of a person, that could be efficacious for them in attempting their future undertakings in
more appropriate way. The section of introduction covers the major motive of conducting the
exploration as the investigator is conducting the study for the personal curiosity of the
investigator. In this in-depth analysis is executed over the area of economic process and how it is
significant in the term of small organisation to improvise their operations and functions.
Literature review is impelling in conducting a elaborated judgement over the selected area of
study through the use of secondary sources i.e. books, journals, published articles etc. therefore
this section if effective in developing the understanding of the individual in relation to the
chosen subject area. Moreover, in this existing investigation work quantitative research is being
taken into consideration as the type of investigation. This methodology is effective in assisting
the over all work in right manner. In addition to this, in this existing investigation, data has been
analysed via the support of questionnaire as in this survey is being executed through the help of
developing questionnaire which covers the aim and objectives of the research. At the end of the
research, conclusion and recommendation are developed over the findings of the research.
Therefore, recommendations are effective in providing future support of the firm as these are
works as the suggestions for the business.

Title:
Impact of Globalization on Small businesses.
Chapter 1: Introduction
Overview of the Research
In today's business world globalisation plays a imperative participation in executing
interconnection within individual, businesses and countries to explore their transaction at broad
scale and gain huge profitability and growth. In addition to this globalisation is an effective path
to removing trade barriers which could be beneficial for small and large organsaitional
enterprises to gain success. Small scale organisations are the key component of the nations and
they mainly consist of widest section of the organisation in the most economies and frequently
offer opportunity for job and professional development (Appel, Franz and Hassler, 2014). In the
existing research 4Com Plc is the selected business, Therefore it is a leading private
telecommunication company which is based on the goal of attaining growth and success at wider
scale through development of organisational marketing operations.
Background of the Research
The study objective to determining the potential influence of economic process over the
marketing operations of a small enterprise organisation. Globalisation mainly refers as the simple
term which is effective for a business to provide easy access to capture the world. 4Com Plc is a
famous private telecom company, which is founded in the year of 2008. Therefore, the
headquarter of the firm is in Christchurch Rd., Bournemouth, Bournemouth, BH1 3NE, United
Kingdom. The company is having around 63 employees who are contributing their significant
efforts in the growth and success of business. The company mainly operates in providing
effective telecommunication services to the businesses to develop sales and revenue (Axelrod
and VanDeveer, 2014). The company is significantly based over using globalisation as the key
strategic step for the intention of investigate their marketing functions which may result in
capturing a wider market area to gain growth and world wide level.
Rationale of the Research
The investigation into actual action is upon determining the impact of Globalization on
the marketing operations of a Small businesses (Wild, Wild and Han, 2014). This is a broad area
of investigation that is significant in increasing the idea and cognition base of people in relation
1

to the selected investigation work. This study is effective in processing the personal as well
occupational ability which would be efficacious in attempting forthcoming areas in more liable
ways (Cohen and Kietzmann, 2014). The leading intention for administrating the investigation is
the individual interest of the investigator as the researcher willing to develop their skills and
ability in regards to the area of globalisation and how it affects the marketing operations of the
firm.
Research Aim
To analyse the potential impact of Globalization on the marketing operations of a Small
businesses. A case study on 4Com Plc.
Research Objectives
 To understand the concept of globalisation in the context of business.
 To analyse the importance of globalisation in enhancing marketing operations of an
organisation. To analyse the impact of globalisation over the marketing operations of 4Com Plc.
Research Questions
 What is the concept of globalisation in the context of business?
 What is the importance of globalisation in enhancing marketing operations of an
organisation?
 What is the impact of globalisation over the marketing operations of 4Com Plc?
2

Chapter 2: Literature Review
Concept of globalisation in the context of business
Globalisation is specified as a way to integrate and interact with global economies,
nations, individuals and business firms in terms of technology, investment and international
trade. According to Riley, J., 2009, globalisation is a process under which culture, society and
economy of different countries interact with one another. Globalisation and its associated aspects
impacts business in a considerable manner. This phenomena helps in expansion of trade among
multiple nations in terms of services and goods. Also, globalisation leads to internationalisation
of the services and products due to which their sales increases in a exponential manner. This
helps a business in earning maximised revenues and benefits in a considerable way. In context
with business, it can be said that globalisation leads to increased competition among domestic
and international organisation for their survival (Firnkorn and Müller, 2012). As, globalisation
leads to shared economy, it results in greater awareness among customers about the quality and
standardisation of offerings. This creates a pressure on existing business and organisations to
offer only high quality products. Due to this, a business is able to perform efficiently and high
revenues are earned considerably. On contrary basis, As per the opinion given by Erixon, F.,
2018, it is comprehended that globalisation leads to development of unfettered foreign market
which only benefits multinational companies. MNCs gains advantages at the expense of local
organisations, common individual and local cultures. Thus, government of those countries which
are not economically stable are needed to resists globalisation so that local business can thrive
more and their sales will not be compromised by the working of international organisations. This
shows that globalisation can impacts businesses in negative manner also (Grayson and Hodges,
2017). Thus, it can be said that globalisation influences a business in both negative and positive
manner. Actual impact of globalisation depends upon the capability of a business and
organisation to sustain a strong position in the marketplace.
Importance of globalisation in enhancing marketing operations of an organisation
Marketing is one of the most important operation for an organisation as it helps in
increasing the visibility of their services and product in marketplace. According to Philips, A.,
2019, globalisation benefits an organisation by providing opportunity of propelling brand
awareness, enhancing the sales, establishing new market. All of these aspects are attained with
3

the help of global marketing only. Whereas, Dontigney, E., 2019, believes that globalisation
leads to technological advancement, global interaction and communication, sharing of resources
due to which communication with customers became easy for the marketing department of a
company. Due to this, marketing operations of a company are performed in a standardised
manner and overall profits of a business are increased without any kind of compromise. In
today's time, globalisation is very important for an organisation as it helps in increasing
marketing operations (Hair Jr and et. al., 2015). Main operations of marketing team are content
production to advertise offerings of an organisation, new product development by
acknowledging the preference of customers, internal marketing,corporate branding, content
distribution, market research etc. Manager of a company can use globalisation as a tool so that
these activities can be performed in a proper manner.
With the help of globalisation, it is easier for the marketing manager of firms like 4Com
Plc to reach wider audience and people so that content distribution can be carried out at mass
level. By this, maximum people around worldwide will be able to acknowledge the services of
4Com Plc and viability of company will enhanced in a considerable manner. Also, globalisation
will help the company to interact with customers of different nations due to which opinion of
people from different backgrounds will be identified (Tiwari and Herstatt, 2012). This will allow
the concerned organisation in deciding which product can serves the expectation of people more
appropriately. By this, 4Com Plc can retain their clients for maximum time so that high
revenues and profits can be earned appropriately.
Impact of globalisation over the marketing operations of 4Com Plc
Integrated global economy posses a considerable impact on the marketing activities of an
organisation. In context with business firms like 4Com Plc, globalisation has a considerable
influence on the marketing activities and operations of the company. All of these activities are
related with the growth and success of firm within marketplace (Hitt, Ireland and Hoskisson,
2012). Due to the advent of globalisation, customer base and market for a company is enhanced
due to which overall competition among businesses is also increased. Masaki, A., 2016 states
that Due to increased competition for generating a loyal customer base, it became important for
marketing team to perform their work more productively in both domestic and international
market. If customers will not be served right product as per their expectation, overall revenues of
firm can degrade. Globalisation has also leads to technological advancement due to which is
4

became easuier for marketing team to acknowledge the opinion of people residing in another
country or continent in few minutes. This helps the manager in 4Com Plc to serve their distant
customers as per their expectation and preferences.
But, as per the perception given by Morevacikoca, D., 2016, other organisations are also
operating in global market and their efficiency in dealing with customers, impacts marketing
operations of a company in negative way also. This can be stated form the evidence that there is
a pool of customers in domestic market which earlier prefers the services of 4Com Plc but due to
presence of international organisation, they have shifted their preference (Savrul, Incekara and
Sener, 2014). This has reduced the efficiency of marketing operations carried out be 4Com Plc in
gaining the attention of customers. In overall, it can be said that Globalisation helps in sharing of
information which helps the marketing department in 4Com Plc to carry out market research on
international customers in a proper manner (Javadian and Singh, 2012). All of these activities
helps marketing department in 4Com Plc to perform their work properly so that high business
efficiency can be attained.
5

Chapter 3: Research Methodology
Type of Investigation
In the carrying out of a research the fundamental consideration of an investigation is
requires to be based on selection of most appropriate type for assisting the investigation in
correct way. An investigation can be qualitative or quantitative in nature and the choice of
research type is supported upon the information assembled for a particular investigation. In the
existing research area quantitative research is practically implemented through the investigator as
it is suitable in gathering appropriate data over the area of the potential impact of Globalization
on the marketing operations of a Small businesses (Kolk, 2016). Therefore, quantitative
investigation is reliable in gathering detailed information via the support of quantify attitudes,
opinions, behaviours, and other defined variables.
Research Design
Research Design is the significant area of methodology which incorporates as the
specification of the investigation and relay upon descriptive, exploratory and experimental
research design. In the existing research project, descriptive research design is being considering
into actual action by the investigator as it is suitable for quantitative investigation and analyse the
characteristics of the population or phenomenon that is being studied in a particular research
(Lee, Shin and Park, 2012). Therefore, descriptive design is significantly feasible in providing
detailed information in determining the investigation in right manner to movement at the
significant results.
Research Data Collection
In a research, data collection is relay on primary and secondary origin, thus these two are
significant for an research to carry out the work in potential way. In the existing considered
research both, primary and secondary tools are implemented through the investigator as these
two are significant in gathering valid and reliable information which are equivalent in closing up
of the exploration in right manner. Primary investigation is in consist over gathering information
which are specific for a particular area and gathered for the first time. On the contrary, secondary
investigation is appropriate for conducting detailed analysis for the purpose of processing the
apprehension of a person in relation to a chosen subject work (Mura, 2012). This in the present
study area, primary research is implemented via the support of developing questionnaire as it is
6

mostly supportive for quantitative research, on the other side, secondary investigation is effectual
in conducting literature via the support of books, journals, published articles and so on.
Data Sampling
This section of investigation is comprehend on, probabilistic and non-probabilistic
information sampling, therefore, in the present research work sample size is 30 which is selected
through convenience sampling as in this sampling are selected from a specific targeted area
(Peng, 2016). therefore, employees of the firm are taken into consideration as the sample of this
particular investigation.
Ethical Consideration
In the implementation of an exploration work, it is the superior duty of a researcher is to
follow the investigation ethics in order to assisting the activity in right direction without having
any sort of fear regarding misshapenness and wrong interpretation of information. Researcher
should guarantee their associate about the condition and safety of their personal data, therefore,
researcher needs to be in limits and not asking any question which affects the emotion and
sentiment of the respondents (Rahimnia and Hassanzadeh, 2013). Time is also another factor
which is requires to be considered by the researcher in the implementation of an investigation,
therefore, researcher needs to develop an befitting time scale in that all the human action are
mentioned within a specific time in which the task is requires to be complete.
7

Chapter 4: Data Analysis and Findings
Frequency Table:
Q1) Have you ever gone through by the study of globalisation? Frequency
Yes 29
No 1
Q2) According to you globalisation is effective for the growth and success of
small business enterprises?
Frequency
Yes 26
No 4
Q3) As per your view, globalisation is significant for developing marketing
operations of a small scale organisation?
Frequency
Yes 27
No 3
Q4) According to you what are the key importance of globalisation in context of
small business enterprises?
Frequency
Increased global investment 7
Rising Economies 8
Commercial Demand 8
Economies of scale 7
Q5) According to you, what benefits are gained by 4Com Plc via the
implementation of globalisation?
Frequency
Higher competitive advantage 10
Increased customers Base 6
Increase in profitability 8
Decreasing international trade barriers 6
8

Q6) According to your perspective, which kind of influence does globalisation
has over the marketing operations of 4Com Plc?
Frequency
Positive 25
Negative 2
Neutral 3
Q7) According to you what key challenges are faced by 4Com Plc due to
globalisation their operations?
Frequency
Inequality 8
Trade imbalance 10
Inflation 5
Standardisation 7
Q8) According to you, which department of 4Com Plc is mainly influenced by
globalisation?
Frequency
Marketing 15
Finance 5
Operations 5
Management 5
Q9) According to you, What are the key factors that are significantly considered
by 4Com Plc while expansion of business at global level?
Frequency
Market Attractiveness 8
Political and Legal factors 7
Social and Cultural factors 7
Business capability 8
9

Thematic Analysis
Theme 1) Individual are having idea about the study of globalisation.
Q1) Have you ever gone through by the study of globalisation? Frequency
Yes 29
No 1
Interpretation:
As per the in-depth analysis of the preceding mentioned graph it can be interpreted that
29 out of 30 responsive said that they are cognizant about the conception of globalisation as they
are having significant interest in respect to the area of globalisation. On the other side remaining
individual is not aware about the study of globalisation as the respondents is not having any
personal interest in regards to the concept of globalisation.
10
Yes No
0
5
10
15
20
25
30
29
1
Frequency

Theme 2) Globalisation is effective for the growth and success of small business enterprises.
Q2) According to you globalisation is effective for the growth and success of
small business enterprises?
Frequency
Yes 26
No 4
Interpretation:
As indicated by the point by point investigation of the venture it has been recognized that,
26 out of 30 respondents are concur with the explanation that globalization is compelling for the
development and achievement of independent company undertakings, thusly, according to their
conclusion globalization is powerful in creating open doors for the organizations at more
extensive scale and remaining individuals are not in support with equivalent to per their
assessment globalization isn't a lot of viable for the development and accomplishment of private
business venture.
11
Yes No
0
5
10
15
20
25
30 26
4
Frequency

Theme 3) Globalisation is significant for developing marketing operations of a small scale
organisation.
Q3) As per your view, globalisation is significant for developing marketing
operations of a small scale organisation?
Frequency
Yes 27
No 3
Interpretation:
The previously mentioned chart expressed that, 27 out of 30 individuals said that
Globalization is huge for creating promoting activities of a little scale association, in this manner
globalization is adequate in investigating the tasks of the firm at more extensive scale through
lessening the hindrances of exchange and remaining individuals are not in support with
equivalent to per their view Globalization isn't a lot of noteworthy for creating showcasing
activities of a little scale association.
12
Yes No
0
5
10
15
20
25
30 27
3
Frequency

Theme 4) There are various importance of globalisation in context of small business enterprises.
Q4) According to you what are the key importance of globalisation in context of
small business enterprises?
Frequency
Increased global investment 7
Rising Economies 8
Commercial Demand 8
Economies of scale 7
Interpretation:
As indicated by the point by point investigation of the undertaking it has been examined
that There are different significance of globalization in setting of private venture endeavors,
consequently 7 out of 30 individuals select the alternative of expanded worldwide speculation, 8
individuals are agreeable to rising economies, 8 individuals are supportive of business request
and remaining individuals are supportive of economies of scale.
13
Increased global investment
Rising Economies
Commercial Demand
Economies of scale
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
7
8 8
7 Frequency

Theme 5) There are multiple benefits that are gained by 4Com Plc via the implementation of
globalisation.
Q5) According to you, what benefits are gained by 4Com Plc via the
implementation of globalisation?
Frequency
Higher competitive advantage 10
Increased customers Base 6
Increase in profitability 8
Decreasing international trade barriers 6
Interpretation:
From the assessment of the chart it has been recognized that there are various advantages
that are picked up by 4Com Plc by means of the usage of globalization. 10 out of 30 individuals
are agreeable to Higher upper hand, 6 individuals are go with Increased clients Base, 8 individual
are select the alternative of Increase in gainfulness and remaining individuals are supportive of
Decreasing worldwide exchange boundaries.
14
Higher competitive advantage
Increased customers Base
Increase in profitability
Decreasing international trade barriers
0
1
2
3
4
5
6
7
8
9
10
10
6
8
6
Frequency

Theme 6) Globalisation does have positive impact over the marketing operations of 4Com Plc.
Q6) According to your perspective, which kind of influence does globalisation
has over the marketing operations of 4Com Plc?
Frequency
Positive 25
Negative 2
Neutral 3
Interpretation:
As per the inside and out investigation of the review report it has been distinguished that
25 out of 30 individuals said that Globalization has positive effect over the promoting activities
of 4Com Plc. 2 people are said that globalization has antagonistic effect over the promoting
capacity of the firm and remaining individuals are impartial as they are not giving any exchange
on the equivalent.
15
Positive Negative Neutral
0
5
10
15
20
25
25
2 3
Frequency

Theme 7) There are different challenges that are faced by 4Com Plc due to globalisation their
operations.
Q7) According to you what key challenges are faced by 4Com Plc due to
globalisation their operations?
Frequency
Inequality 8
Trade imbalance 10
Inflation 5
Standardisation 7
Interpretation:
As per the investigation of the undertaking it has been expressed that, There are various
difficulties that are looked by 4Com Plc because of globalization their activities. 8 out of 30
individuals are agreeable to Inequality, 10 individuals are supportive of Trade lopsidedness, 5
people are go with Inflation and remaining individuals are agreeable to Standardization.
16
Inequality Trade imbalance Inflation Standardisation
0
1
2
3
4
5
6
7
8
9
10
8
10
5
7
Frequency

Theme 8) There are different department of 4Com Plc that are mainly influenced by
globalisation.
Q8) According to you, which department of 4Com Plc is mainly influenced by
globalisation?
Frequency
Marketing 15
Finance 5
Operations 5
Management 5
Interpretation:
According to the investigation of this specific undertaking it has been deciphered that,
there are distinctive branch of 4Com Plc that are mostly impacted by globalization, therefore 15
out of 30 individuals are supportive of advertising according to their view showcasing is
essentially affected through globalization, 5 individuals are agreeable to fund, 5 individual are
agreeable to tasks and remaining individuals are go with the board.
17
Marketing Finance Operations Management
0
2
4
6
8
10
12
14
16 15
5 5 5
Frequency

Theme 9) There are assorted key factors that are significantly considered by 4Com Plc while
expansion of business at global level.
Q9) According to you, What are the key factors that are significantly considered
by 4Com Plc while expansion of business at global level?
Frequency
Market Attractiveness 8
Political and Legal factors 7
Social and Cultural factors 7
Business capability 8
Interpretation:
According to the detailed assessment of the venture it has been discovered that, there are
different key factors that are essentially considered by 4Com Plc while development of business
at worldwide level. 8 out of 30 individuals are go with advertise engaging quality, 7 are
agreeable to Political and Legal elements, 7 people are supportive of Social and Cultural factors
and remaining are go with Business ability.
18
Market Attractiveness
Political and Legal factors
Social and Cultural factors
Business capability
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
8
7 7
8
Frequency

Chapter 5: Conclusion and Recommendation
Conclusion
According to the detailed evaluation of the exploration it can be concluded that,
economic process is a crucial aspect which plays a critical function in the maturation and success
of each size of organisation, therefore, small scale businesses are mainly concern over
accomplishing higher maturation and occurrence at market place by the expansion of business at
wider scale. However, small scale organisations are recognised as the backbone of a countries
economic condition, thus the economic development of a country is based upon the growth of
small scale business. Medium and small size businesses are effective in developing opportunities
for employment and this has wider influence over the growth of a country, so the system are
focuses on executing globalisation as their key strategic step to explore operations at wider scale.
Marketing is the potential department of a firm as the expansion of a business is relay upon the
marketing operations of an organisation, therefore, globalisation has wider influence over
enhancing the market operations of an organisation. As per the detailed evolution of the project it
has also been stated that, in the competitive business world, businesses are focuses over
processing their merchandising operations in order to achieving significant development and
success. Globalisation is significant in rendering opportunities to the organisations and remove
the obstacles related with the trade barriers, thus this is effective for a business to establish
interconnection with individual, business and countries for the intention of achieving potential
progression and development.
Recommendation
The investigation into thinking is relay upon analysing the influence of economic process
over the marketing operation of the firm. Therefore, the scope of study is wide as the researcher
has gained wider skills and knowledge in regards to the execution of the area of globalisation and
how it affects the marketing operations of an organisation. As per the in-depth study over the
exploration it can be recommended that, as a leading telecommunication company, 4Com Plc
should analyse the need of their clients and customers in order to rendering them suitable
installation that are significant in fulfilling their needs. Company should also focus on their
marketing operations in respect to enhancing their operations at wider scale, therefore, suitable
marketing activities are effective in creating awareness among the customers about the offerings
19

of the firm at wider scale. As per the descriptive evaluation of the project it has also been
recommended that, 4Com Plc should concern over the legal norms and policies of other areas in
which company has planned to expand, thus it is important for the businesses to conduct
operations according to the legal practices for the purpose of reducing the chances of barriers and
obstacles. Company should also implement suitable businesses strategies that are effective in
improvising the marketing operations of the firm within global level. It has also been
recommended to 4Com Plc that, company should evaluate the strategies of their rivals in respect
to providing more unique and feasible facilities to their customers and reaching at the higher
competitive advantage.
20

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22

Appendix
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Have you ever gone through by the study of globalisation?
Yes
No
Q2) According to you globalisation is effective for the growth and success of small business
enterprises?
Yes
No
Q3) As per your view, globalisation is significant for developing marketing operations of a
small scale organisation?
Yes
No
Q4) According to you what are the key importance of globalisation in context of small business
enterprises?
Increased global investment
Rising Economies
Commercial Demand
Economies of scale
Q5) According to you, what benefits are gained by 4Com Plc via the implementation of
globalisation?
Higher competitive advantage
Increased customers Base
Increase in profitability
Decreasing international trade barriers
23

Q6) According to your perspective, which kind of influence does globalisation has over the
marketing operations of 4Com Plc?
Positive
Negative
Neutral
Q7) According to you what key challenges are faced by 4Com Plc due to globalisation their
operations?
Inequality
Trade imbalance
Inflation
Standardisation
Q8) According to you, which department of 4Com Plc is mainly influenced by globalisation?
Marketing
Finance
Operations
Management
Q9) According to you, What are the key factors that are significantly considered by 4Com Plc
while expansion of business at global level?
Market Attractiveness
Political and Legal factors
Social and Cultural factors
Business capability
Q10) Provide Recommendation to 4Com Plc for making improvement in their marketing
operations to gain higher competitive advantage.
24