How Globalisation Can Drive Business Success: A Study on Asda

This research focuses on the impact of globalisation on business success, using Asda as a case study. It explores the concept of globalisation, barriers to its implementation, and the relationship between globalisation and success. The research also examines the impact of globalisation on corporate social responsibility and operations.

RESEARCH
PROJECT

Table of Contents
TITLE: 3
INTRODUCTION 3
Overview 3
Background of the topic 3
Rational of the research 4
Statement of research problem 4
Research Topic 4
Research aim 4
Research objective 4
Research questions 5
LITERATURE REVIEW 5
RESEARCH METHODOLOGY 8
DATA ANALYSES AND INTERPRETATIONS 12
REFLECTION AND RECOMMENDATION 24
Reflection 24
Recommendations 24
Alternative research methodologies and lessons learnt 25
CONCLUSION 26
REFERENCE 27

TITLE:
“How globalisation can drive business success.” A study on Asda.
INTRODUCTION
Globalisation is the process through which proper integration of trade and commerce
throughout the globe takes place. This is generally a commercial activity which integrates
various cultures and societies through different trade and commerce. With the help of this
process the business can grow, develop and expand its market base (Auer, Borio and Filardo,
2017). This helps in maximising the connectivity and interdependency of the business
throughout the world. Furthermore, the concept of globalisation is able to maximise the
availability of businesses or technologies at a rapid speed. It is the spread of knowledge, skills,
technologies, businesses with which the business can lead to attainment of desired objectives and
goals for the betterment and future development.
Overview
Globalisation is one of the most emerging concept for the business who are operating
highly good in their home countries. When the business is successful in the home countries then
this makes them think to expand the businesses at global level. Though this expansion is not and
easy process. The business is expanded in two different forms namely, production expansion and
market expansion (Berden, Bergstrand and Van Etten, 2014). In production expansion, the
manufacturing or production unit has been set up in global country due to easy and cheap
availability of resources and labour. While market expansion is the one where the product is
marketed in the global countries for maximising the sales. So in order to study the different
elements and factors of globalisation the researcher will conduct the research on this topic. The
organisation which will be taken into consideration is Asda which has commenced its business
operation from the year 1949 an deals in retail industry.
Background of the topic
This research is being conducted on the topic of “How globalisation can drive business
success.” A study on Asda. As this organisation deals in retail sector, there are various products
and services which are to be served to the different set of customers. Such products are
combination of various global products as well (Cheung and Wu, 2014). Apart from this, the
topic provides an opportunity to the Asda in order to meet business goals and objectives.

Through this, the Asda is able to operate at global level by understanding the different
requirements and needs of customers and fulfils them accordingly.
Rational of the research
The reason or rationale behind this research is that globalisation is the most ongoing term
in present business world. It plays a vital role in growth and development of the business
organisation. By conducting this research, the researcher will be able to identify and analyse the
various factors which leads to success for the company (Coker, 2014). There are certain reasons
which will be explained in detail and provides the clear picture of adopting the concept of
globalisation. Globalisation is a widespread term in context of expanding the business base. This
research will help in knowing the different aspects through which the researcher will be able to
derive the true and authentic results. The in depth and detail analyses of the globalisation will
help in knowing that how globalisation helps in expansion and growth of the business.
Statement of research problem
Every research is associated with different problems. So by identifying that what
problems are borne by the researcher, proper solutions and plans can be developed. While
conducting the research, their were some problems which was faced by the investigator and one
of them was relating to the poor management of time which has led to the research time
consuming (Colen and Swinnen, 2016). Another problem which has occurred is related to the
poor communication skills which has led to majority of the respondents to not to respond
because the researcher was not able to properly convince them and faced the problem of
hesitation.
Research Topic
“How globalisation can drive business success.” A study on Asda.
Research aim
“To identify the impact of globalisation on success of a business organisation”. A case
study on Asda.
Research objective
● To study the concept of globalisation.

● To determine the impact of globalisation on growth and success of ASDA.
● To assess the barriers which affects globalisation process of company.
● To study the relationship between globalisation and success of business enterprise.
● To study the impact of globalisation on corporate social responsibility.
● To examine the impact of globalisation on operations of company.
Research questions
● What is the concept of globalisation ?
● What is the impact of globalisation on growth and success of ASDA?
● What are the barriers which affects the globalisation process of company?
● What is the relationship between globalisation and success of business enterprise?
● What is the impact of globalisation on corporate social responsibility?
● What is the impact of globalisation on operations of company?
LITERATURE REVIEW
Literature review is the chapter in which objectives are discussed in detail to get complete
information about it (Potrafke, 2015). This information is collected through online sources which
are authentic and reliable. This is the best way to make get authentic and reliable data and make
investigation correct for future use.
Concept of globalisation
Globalisation refers to the process through which integration and combination of local
economy is possible with global economy. Globalisation is the procedure which provides more
growth opportunities to organisation because of change in their working style. With working at

global economy, there is improvement in international trade of countries and local trade activities
are improved. There are many changes which are taking place in external environment such as
change in consumer demand, marketing strategies, offers, discounts, etc. Hence if managers of
ASDA wants to expand their business, then they have to select best way to perform business
activities (Obstfeld, 2015). Apart from this, there is requirement of any employees who must
have complete knowledge about external market through which ASDA can perform actions in
better and effective manner. Globalisation affects organisation monetary as well non monetary
aspects in the form of improvement in sales and brand image of ASDA.
According to Mohammed Julfekar Haider, 2019 Globalisation is important because it
assists in improving living standards, achieves economies of scale, etc. There is improvement in
political relations among countries because of increment in trade. With expansion of business,
ASDA gets benefit of off shoring and out sourcing of resources through which cost can be
maintained (McCann, 2016). There is requirement of completed knowledge about geographical
region where business gets expand. It is important and crucial to understand about laws and
regulations which has to be followed for successful expansion of business. Apart from this
political parties also plays crucial role in smooth and successful running of business operations.
At international level, managers of ASDA have to be more conscious about working style of
association as they have perform actions as per external market.
Impact of globalisation on growth and success of ASDA
With globalisation of business organisation, there is improvement in consumer base of
sales because business operations are performed in more than one country. At international level,
there are many organisations working such as TESCO, Sainsbury, etc. soi ASDA have to
perform actions as per other organisation, so this improves their effectiveness and efficiency.
There is positive impact on growth and success of ASDA because of change, managers have to
make strategies through which they can outshine in international market (Krugman, 2017). There
are some local retailers as well, so managers of ASDA can achieve success when they provide
better quality services to consumers in comparative lower price. With globalisation of business,
there is change in organisational structure and flow of communication. As comparison to local
market, there is requirement of proper flow of communication with the help of which top level
managers communicate roles and responsibilities to workers. Apart from this it is easy for
managers to know success rate of project.

As per view of Tasnim B. Kazi, 2019 at international level, there is increment in
competition due to which managers have to select approaches through which they can compete
with them. In foreign market, there is difference in currency rates, rate of getting loans, etc.
which are important and crucial part of expanding business. In globalisation, business can be
grow with the help of technological development. This development assist in communicating
with internal as well as external parties of ASDA such as consumers, suppliers, employees, etc.
With the help of social media, managers of ASDA can get knowledge about competitors policies
and then plans business operations accordingly. There is selection of individuals from
international market who have up to the mark in their skills and characteristics. So this improves
performance of ASDA at international level as they work in context of current working
environment.
Barriers which affects globalisation process of company
Globalisation is not easy because this depends on external environment of country where
business is operating. Managers of ASDA has to understand policies which are significant and
relevant in context of external market. With making policies as per external market. According to
Eric Kenney, 2019 Managers has to understand global market properly and then make working
operations. So there are some barriers as well in conducting business operations at international
level such as difference in currency rate, hiring of workers, sources of finance, etc. Some barriers
are are as under-
Inconsistent moral standards- There are some moral ethics and cultural values among
people residing in specific geographical region (Kollman, 2016). These values are different as
per change in region, managers of ASDA face issues in understanding these values and provide
best services to consumers. If cultural values are not considered, then it is not possible to
maintain familiar relations with consumers.
Higher customer experience- At international level, if one organisation is providing best
services or product, then there is expectations in mind of consumers for ASDA as well.
Consumer experience is the major issue which managers of ASDA face at international level
because if product offered is not up to the mark, then this affects organisational growth and
development.
Cost- Cost is the amount which incurred in establishing business at international level. As
there is requirement of employees, sources of funds, raw material, technology, etc. through

which business operations are performed in appropriate manner (Hopper, Lassou and
Soobaroyen, 2017). So if there is increment in cost then this affects cost and profit ratio, this
affects business growth and development negatively.
Relationship between globalisation and success of business enterprise
There is positive relations hip between globalisation and success of business operations.
At global level, there are possibilities of positive and negative environment because of difference
in working environment of country. With operating at global level, there is increment in sales, so
profits of ASDA gets rise. But it is important to understand external market and then plan
business operations through which working operations are up to the mark. According to Carol
Woods, 2019 If managers does not analyse external market, then this affects working operations
in negative manner. So success depends of market analysis.
Apart from this ASDA can get success with understanding consumer preferences. There
must be proper marketing through which it is easy to communicate consumers about new
arrivals, discounts, offers, etc. When consumers have knowledge about it, then brand image of
ASDA gets improved through which success is possible (Hirst and Thompson, 2019).
Globalisation assist in increasing trade with other parts of country and compete with
international brand by analysing their policies. Success of ASDA is in terms of improving sales,
profits and maintaining proper goodwill. So with operating at international level, success is
possible by improving sales as managers improve quality of their product and services as reduces
cost.
Impact of globalisation on corporate social responsibility
As per Skye Schooley, 2019 Corporate Social responsibility refers to concept under
which management of business operations are analysed to get positive impact on overall society.
In current market, there are many factors which assist in providing ready products and services to
consumers. Some components such as raw material, technological advantage, etc. which has
impact on environmental concept of society. So with globalisation of business, managers of
ASDA has to take care about Corporate Social responsibility of society. As per CSR norm, some
percentage of revenue has to be contributed for society development. There is requirement of
complete knowledge about these norm,s, so business operations are planned and performed
accordingly. When operating in international market, managers has to understand CSR
regulations and contributes for society development. In case of any unethical behaviour related to

it, then there is interference of government which affects brand image of ASDA at global market.
In current market, many organisations are not using resources in optimal manner due to which
there is negative impact on future resistance of organisation. There is requirement of legal
practice who provides complete information regarding CSR activities and factors which has to be
considered while operating in internal market (Hanson and et. al., 2016).
To examine the impact of globalisation on operations of company
Concept of globalisation reflects implementation of company’s operations and activities
beyond domestic boundaries. When a company operate at global level then it largely affects the
style of its working and also affects its operations. When company operate at domestic level then
few factors are there that affect the decisions and operations of company but when an
organisation starts operating at international level then so many elements are there such as
political, economic and technological elements are there that affect the operations of an
organisation. It become essential for enterprise to study all the elements in order to achieve its
objectives. In order to operate effectively at international level it is very essential for company to
do proper planning and to have sufficient amount of resources.
RESEARCH METHODOLOGY
It is the process of collecting or gathering confirmation and data with aim of
implementing best decision making in order to accomplish their goal or objective within
prescribed time limit. Along with this, it involves specific techniques that are adopted in research
process to collect, assemble and evaluate data (Wunderlich, 2016). It defines those tools that
are used to gather relevant information in a specific research study. Surveys, questionnaires and
interview are the common tools of research. For better understanding, researcher used research
onion for this study that are research philosophy, ethics, sources of data, research method, time
horizon, budget and limitation.
Research Philosophy
It deals with the source, nature and development of knowledge. In simple terms, it is the
belief about ways in which data about a phenomena is collected, analysed and used for the
completion of specified project (Wright, 2016). However, it is classified into three types which
are as follows: Pragmatist philosophy, Positivist philosophy, Interpretivist philosophy. Hence,
for this study pragmatist research philosophy is considered which help researcher to attain better
result with opportunity.

Research Approach
It is the plan and procedure that consist of the steps of braid assumption to detailed
method of data collection, analysis and interpretation. It is therefore, based on the nature of
research problem is being address. Henceforth, it is divided in two types i.e. inductive and
deductive (Sweeney, 2014). As per this study, inductive approach has been used which enable
an investigator to provide relevant information and solution for problem in order to gain value
for study.
Time Horizon
This factor is considered as one of the important part under research study as it help
researcher to complete their given task on given time that improves their performance in an
effective and efficient manner. In order to completing this project, it takes around 12 weeks.
Research Methods
Under this, it relate with techniques and procedure which has been used for the
completion of reach study as well as helps in analysing or evaluating the gathered information in
a better and accurate manner (Stevenson, 2014). Moreover, it is classified into two types which
are Qualitative and Quantitative method. For this report, quantitative method has been implied as
it assist investigator to use close ended questions which gives exact and relevant data and add
value for project.
Data sources
While conducting investigation, there is requirement of some information on the basis of
which interpretation is possible. Hence researcher use two sources of information i.e. primary
and secondary sources (Qaim, 2017). Primary source is cost and time consuming because this is
collected by individuals through different methods such as questionnaire, personal interview,
focus group, etc. Information collected through this source is correct and relevant. In this study,
primary information is collected through questionnaire.
While secondary method is collected through information which is already gathered by
someone else. Hence there are possibilities that it is not accurate or old. There are different
sources of secondary information i.e. online website, newspaper, magazines, etc. Fr this study
individuals use online sources which are properly dated and authentic (Robertson and et. al.,
2014).

Research Sampling
In research terms sample is a group of people, objects or data that are taken from a larger
population for measurement (Sarti, 2016). It is divided into two types i.e. probability and non-
probability. However, for this study investigator applies random sampling technique which is a
part of probability method. Under this investigation, researcher choose 30 sample size for
gathering data from wide range of population.
Research Ethics
This phenomena signifies that keeping moral value or ethics practice for completing
particular project within given time frame (Rupert and Smith, 2016). Hence, this study provides
all relevant, accurate and authentic information as well as investigator avoid personal question
which help each respondents to deliver their views in ethical behaviour.
Research Limitation
The main limitation which arise in this study is cost and time frame. However, in order to
overcome over this shortcomings investigator should develop proper timing guidelines that assist
them to complete their project within given time frame in an authentic manner with optimum
budget (Robinson, 2014).
Research reliability and validity
This investigation is done in reliable and valid manner because information is collected
through online sources which are authentic and have relevant information as research topic.
Primary information is collected from respondents who are aware about reason behind
conducting investigation. So this study is performed in ethical manner with considering all the
tools and techniques (Robertson, 2017).

DATA ANALYSES AND INTERPRETATIONS
Data analyses: The concept of data analyses is related to the identification of the
respective data. This framework helps in evaluating and analysing the data by making use of
analytical and logical reasoning to examine the different components of the data provided. In
this, data from different sources are gathered and they are examined in order to generate proper
results and outcomes (Cramer, 2017). The data analyses tool which will be used under this
research is primary data collection method which will use questionnaire form in order to generate
the appropriate results.
QUESTIONNAIRE
NAME:
AGE:
GENDER:
Q1. Are you familiar with the concept of globalisation?
A. Yes
B. No
Q2. What is the impact of globalisation on growth and success of ASDA?
A. Positive
B. Negative
Q3. What are the barriers which affects the globalisation process of company?
A. Political issues
B. Economic instability
C. Lack of resources
D. All the above
Q4. What is the relationship between globalisation and success of business enterprise?
A. Transformation of business
B. Enhances growth and development

C. Both
Q5. What is the impact of globalisation on corporate social responsibility?
A. Positive
B. Negative
Q6. What are the different factors which depicts the positive relation between
globalisation and CSR?
A. Adaptation of flexible working environment
B. Economic development
C. Societal development and growth
D. All the above
Q7. What are the different factors which drive globalisation towards success?
A. Containerisation
B. Technological change
C. Economies of scale
D. All of the above
Q8. Is the expansion of business to the global market is always successful?
A. Yes
B. No
Q9. What models and framework, the business organisation must use before entering
into new country?
A. PESTLE Analyses
B. Porter five forces model
C. Both
Q10. Any recommendations for enhancing the success of the Asda in global market.
Interpretation: The concept of interpretation is related to explanation of the results
which will be derived from the above collected data (Figge and Martens, 2014). This
interpretation is to be done on the sample size of 30 respondents.
THEME1: Concept of globalisation
Are you familiar with the concept of
globalisation?
Frequency

A. Yes 26
B. No 4
Interpretation: From the above graph, it has been interpreted that from the total of 30
respondents, 26 are familiar and known about the concept of globalisation because they are
employed in multinational companies and have strong interest in businesses. While 4 people are
not familiar with this concept because they are neither employed nor educated so they have no
idea about this term.
THEME2: Impact of globalisation on growth and success of ASDA
What is the impact of globalisation on
growth and success of ASDA?
Frequency
A. Positive 23
B. Negative 7

Interpretation: From the above graph, it has been summarised that out of 30 people, 23
says that there will be positive impact of globalisation on growth and success of Asda. This is
because it will help the company in expanding the businesses to the global level. While 7 says
that it will have negative impact because of higher level of competition and already established
brand will put pressure on the company to invest huge amount of funds and resources.
THEME3: Barriers which affects the globalisation process of company
What are the barriers which affects the
globalisation process of company?
Frequency
A. Political issues 6
B. Economic instability 8
C. Lack of resources 7
D. All the above 9

Interpretation: From the above graph, it has been concluded that from 30 people, 6
believes that the major barrier for globalisation process of company will be political issues
because some companies have highly inflexible political environment which have constant
fluctuations in tax rates, high threat from terrorism, etc. which restricts the company to establish
business in such countries. 8 people assumes that economic instability is the major obstacle
because of quick fluctuations in prices of different products and services which can rapidly leads
to either lower profitability or higher prices which would increase the cost for the company. 7
says that lack of resources is the major factor because for expanding any business, resources
must be easily available and insufficiency of such resources will lead to poor production and
marketability, while majority that is 9 people believes all the above points are equally important
because they are create hurdle in way for globalisation.
THEME4: Relationship between globalisation and success of business enterprise
What is the relationship between
globalisation and success of business
Frequency

enterprise?
A. Transformation of business 8
B. Enhances growth and development 7
C. Both 15
Interpretation: From the above graph, it has been summarised that out of 30 people, 8
says that globalisation and success of the business organisation together leads to transformation
of business because it requires modifications in all the policies, procedures, structure, etc. of the
business organisation. 7 says that it enhances the growth and development because with
globalising the business, the company actually grows, develop, creates a brand awareness,
goodwill, etc. Whereas 15 people says that both the points are equally important as globalisation
and success of the company will leads to the results appropriately.
THEME5: Impact of globalisation on corporate social responsibility
What is the impact of globalisation on
corporate social responsibility?
Frequency
A. Positive 25
B. Negative 5

Interpretation: From the above graph, it has been summarised that out of 30 people, 25
says that globalisation will have positive impact on corporate social responsibility because it will
develop the image of the company in the overall market by providing certain benefits and
programs for the betterment of the society. While 5 says that it will have negative impact as this
does not generate any profit and also adds cost to the company.
THEME6: Factors which depicts the positive relation between globalisation and CSR
What are the different factors which
depicts the positive relation between
globalisation and CSR?
Frequency
A. Adaptation of flexible working
environment
5
B. Economic development 6
C. Societal development and growth 8
D. All the above 11

Interpretation: From the above graph, it has been summarised that out of 30 people, 5
says that adaptation of flexible working environment is one of the key factor which depicts
favourable relation between globalisation and corporate social responsibility. This is because it
will give an opportunity to the company to deal with dynamic business world effectively and
efficiently. 6 says economic development because the contribution of CSR to the company will
create a good image in the business market which can enhance the economic benefit. 8 says
societal growth and development because this will provide benefit to the weaker sections of the
society with relevant programs. While 11 says that all these points will depicts the favourable
relation between globalisation and CSR.
THEME7: Different factors which drive globalisation towards success
What are the different factors which drive
globalisation towards success?
Frequency
A. Containerisation 7
B. Technological change 8

C. Economies of scale 6
D. All of the above 9
Interpretation: From this graph, it has been summarised that out of 30 people, 7 says
containerisation is the major factor which drive globalisation towards success because this will
bring down the cost shipping and enhances the exports and imports. 8 says technological change
because this will bring new, advanced and highly innovative technology to the business which
can maximise the effectiveness and efficiency of the products and services. 6 says economies of
scale because this will help in maximising the level of profitability and revenue for the company.
9 says all the above points are equally important.
THEME8: Expansion of business to the global market is always successful
Is the expansion of business to the global
market is always successful?
Frequency
A. Yes 18
B. No 12

Interpretation: From the above graph, it has been concluded that out of 30 people, 18
says expansion of the business to the world market is always successful because they have
always enhanced and cherished the positive side of globalisation. They think that selling
products to the new market is always successful and beneficial for the company. While 12 says
no because they know and understand that selling products into the new market is very difficult
because it requires to understand the needs and requirements of the customers and then sell the
products as per their needs.
THEME9: Models and framework
What models and framework, the business
organisation must use before entering into
new country?
Frequency

A. PESTLE Analyses 9
B. Porter five forces model 8
C. Both 13
Interpretation: From the above graph, it has been summarised that out of 30 people, 9
considers the model and framework of PESTLE analyse because this will help in learning the
impact of external business environmental factors for the company. 8 says that Porter 5 forces
model is required to be considered because it helps in knowing the potential threats from the

competitors and substituent products, determines the bargaining power of suppliers and
customers and lastly it determines the level of competition which is being faced by the business
organisation.
REFLECTION AND RECOMMENDATION
Reflection
By conducting this research on the topic “To identify the impact of globalisation on
success of a business organisation”. A case study on Asda. I have realised that the concept of
globalisation is not as easy as it sounds. My experience of conducting this research was very
good and it helped in learning and gaining lot of new knowledge, skills. The best part of the
research was to know the different view and perceptions of the respondents. While conducting
the research, I have suffered with several problems and hurdles. The major hurdle was poor
management of time. I was not able to adopt the different time management strategies which has
led the research quiet time consuming and this had extra cost for me. Apart from this, my
communication skills were not as effective as I thought I would be. This is because during the
initial stage, I was not able to properly explain the idea behind the research to the respondents
which has led to poor interest. Many times the climatic conditions were not good which has
increased the time of conducting the research. But my overall experience was very good and
learned a lot new things. If in future I will have to conduct the similar research again then I will
be able to do it in a more appropriate and right manner. In future, one thing that I will be
considering right from the beginning is the proper management of time by assigning each and
every activity a deadline within which it has to be completed.
Recommendations
The above research has been conducted on the topic “To identify the impact of
globalisation on success of a business organisation”. A case study on Asda. By conducting the
research on this topic, various recommendations has been framed which will help the
organisation in proper success and growth. The following are the certain recommendations
which needs to be taken into consideration:
● The Asda should do proper PESTLE analyses and Porter five forces model of the
industry and country before entering into the new market. This is important to take into
consideration because it will give clear picture of macro environmental factors and Porter

five forces model will help in determining the attractiveness of the industry and level of
competition which can be faced by the business organisation.
● The Asda should concentrate not only on the favourable aspect of the business but should
also consider the drawbacks and negative impact the company can have if the expansion
of business is not done properly.
● Company should also consider the different ways and manner in which the business will
lead to success for the organisational goals and objectives. They should properly analyse
the different risk factors which are associated with the business and develop proper and
contingency plans as well so that such problems can be overcome.
● The researcher should have developed and adopted the use of different time management
skills and strategies which will help in accomplishing the different objectives and goals
effectively and efficiently. The different types of time management strategies are
prioritising workloads, setting deadlines, etc.
Alternative research methodologies and lessons learnt
Impact of globalisation is analysed as one of the necessary aspects of the business world.
Also, globalisation has proved critical for growth and success of the firm by doing expansion
with lack of planning & strategic control. If suppose to do alternative methodologies, it only
sufficient to reveals that CSR is a good option to overcome impact of globalisation on the global
level or platform. Learning lesson is also says that induction and making of an economic policies
is essential to reduce critical impact of a globalisation. It is also analysed that with globalisation,
success of the business operation is expected to be achieves at the par stage.

CONCLUSION
From the above research, it has been concluded that globalisation is one of the most
important factor for the businesses in present world. Each and every business wants to expand its
market through different channels like online and offline mode. It has been made possible and
easier for the companies to expand the market into the global world because of the cheaper and
liberal policies and programs. The concept of globalisation has strongly contributed in the overall
growth and development of the country by generating source of incomes and employment
opportunities. It has provided the comparative advantage to the organisation and access to larger
market means that the company many demand higher products which will lead to economies of
scale.

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