RESEARCH PROJECT.

RESEARCH PROJECT

TOPIC
“Role of globalisation in dealing with standardisation issues in product to achieve
business success”. A study on CADBURY.
INTRODUCTION
In today’s modern market, globalisation has been familiarised in every forms of
organisation as it helps them to expand their customer and market share in a smooth manner
without nay hindrances. Hence, globalisation is refers to a process of integration and
interconnectivity between companies in terms of trading the products or services across the globe
without any kind of trade barriers. Apart from this, in current situation of market the aspect of
product standardisation influences the productivity and profitability of company. In this regard,
standardisation of product refer to a systematic process of firm in selling and advertising the
standardised product at international pace (Agu, Anichebe and Maduagwu, 2016). Henceforth,
adaption of globalisation benefits an organisation in various ways such as implementation of
advanced technology, assist in generating enormous employment opportunity, enhance cultural
diversity and many more. Due to such initiation, it empower an establishment to enhance its
sales performance and also can gain competitive advantage among competitors in an innovative
style. In context of this research report, Cadbury has been considered as it is recognised as a
British multinational confectionery company which is headquartered at London. It is originated
in the year of 1824 and variety of goods like beverages, chocolates, biscuits, desserts, ice cream
and etc. across the world. In relation to this research report, it involves research aim, objective,
question, rationale, literature review, research methodology. Furthermore, interpretation of
collected data, recommending appropriate suggestion to company for enhancing its sales volume
and conveying the experience which researcher experienced by conducting this existing study.
Background of the study
For understanding the role and significance of globalisation in standardising the product ,
Cadbury firm has been regarded for present study. In regard of this, Cadbury is acknowledged as
a world's leading and reputed confectionery brand who provides varieties of chocolates, gums,
candies to diverse age group of customers. Along with this, Cadbury serve its managerial and
operational function in around 60 countries and also they are well known for adhering towards
its values and tradition. Due to such contribution, it motive them to achieve business success and
1

growth in an impressive manner. On the other hand, acquiring a better position and sustainability
within existing industry, there is a requirement of maintaining high standard in delivering any
peculiar products to targeted customers. For coping up with such challenges, the term product
standardisation enable an organisation to identify the dynamic nature of customer need or
demand and also empower them to introduce required products in order to obtain increased level
of consumer satisfaction. With such initiation, it aid company to retain its targeted audience
towards brand for longer time period in an effective manner. Moreover, application of suitable
research methodology and collecting reliable information assist researcher to produce better
outcome in current market within prescribed time duration (Bremser, Walter and Goehlich,
2018).
Research Aim
To determine the role of globalisation in dealing with standardisation issues in products
to achieve business success. A study on CADBURY
Research Objective
 To acquire knowledge about internationalisation of business operations.
 To analyse the role of globalisation in enhancing business performance of organisation.
 To determine the challenges faced by organisation in adoption of standardisation for
more improved product quality
 Recommend ways through which standardisation can be adopted by association through
expansion at global level.
Research Questions
 Do you have knowledge about internationalisation of business operations?
 What is the role of globalisation in enhancing business performance of organisation?
 Mention some challenges faced by organisation in adoption of standardisation for more
improved product quality?
 How standardisation can be adopted by association through expansion at global level?
Rationale of research
As per the analysis of modern industry, there is a high level of rivalries between
companies in terms of expanding market division, introducing technology, delivering high
quality products and many more. Due to this opposition, it has a direct impact over company's
2

potentiality in increasing the productivity and proficiency ratio. Henceforth, for identifying the
emerging competition and challenges, an investigator takes an initiative to conduct this study as
it enables them to obtain detailed understanding about impact of globalisation over standardising
the product at international context. By conducting such report, it helps researcher to attain
competitive gain & also can enlarge the customer size or share in efficient way. Along with this,
with the help of organising such study, it aids investigator to acquire the better understanding
about various research methodology which motive them to deliver valid and authentic report in
an amended manner.
LITERATURE REVIEW
To acquire knowledge about internationalisation of business operations.
As per the views of Jan Emile van Rossum, 2017, In the present worldwide economy,
organizations with different sizes are setting up activities in global markets. This sort of growth
provides various benefits to an organisation, including enormous opportunities for market
development and expansion. Globalisation is known as the process consists expansion of
business operations at international level. The variables that influence globalisation of firms can
be a solitary occasion or the after effect of the mix of interior and outer powers (Bryant and
Javalgi, 2016). Mainly globalisation take place when enterprise grows its Research &
Development, creation selling and various commercial operations into international markets.
While practising the procedure of internationalization an organization perform its business
activities beyond local boundaries. In addition to this, the aspect of internalisation render
enormous benefits to an organisation such as enhance customer base and revenue, improve risk
management, increase competitiveness, cost savings and access to latest technologies and many
more. Henceforth, the adoption of internalisation within business process enable organisation to
place its brand in an aggressive and competent position within given time period without nay
hindrances.
To analyse the role of globalisation in enhancing business performance of organisation.
In the views of Bruna Martinuzzi, 2018 , As the globalization increases and
pervasiveness, and for the organizations more opportunities are opening effectively, to perform
on the worldwide markets. The administrators create and adjust procedures for
internationalization so as to change their associations into comprehensively aggressive
undertakings. As per the present scenario of market, it has been determined that the role of
3

globalisation is regarded as a significant aspect as it enable an organisation to trade across the
globe with no trade barriers which empower them to enhance its overall performance in an
improved manner. Some of the benefits that an establishment acquires due to implication and
practising of globalisation inside business function that are mentioned below:
New Revenue Potential: By performing business operations at international level, it get
access to large number of customers. Along with this, that the commodity or service is an
essential component, as it drives establishment to get a chance to earn income from new
customers.
More prominent Access to Talent: Major benefit of expanding a business at global
level is that the organisation can easily get chance to serve new large number of customers with
remarkable abilities and attitudes (What Are the Advantages of International Trade?, 2018).
Henceforth, globalisation help establishments to hire contracts that offer various features that
help in expand business activities at global level.
Improving Your Company's Reputation: Enterprises that can go to an international
level a totally new population will improve their brand image among competitors in an amended
manner. Therefore to place the brand in a competent position, establishment make an effort to
take right action as per market trends or demand in an effective way. Due to this, it help
organisation to impose positive response among audience & also lead company to retain them for
longer time period.
To determine the challenges faced by organisation in adoption of standardisation for more
improved product quality
As per the views of Mary Strain, 2020, Product standardisation refers to the way toward
keeping up consistency and uniformity among the various emphases of a specific product or
service that are accessible in various markets. It is a procedure of showcasing a decent or
administration without rolling out any improvements to it. In addition to this, with the
contribution of globalisation, it help the concept product standardisation to trade across the globe
without any trade barriers. On the other hand, it impose various challenges over organisation
which directly impact over organisation capability in enhancing the efficiency ratio in an
improved way. Some of the difficulties that product standardisation generate over the business
success are as follows:
4