Emergence of Globalisation: A Case Study on Starbucks Brand

This research project focuses on the emergence of globalisation and its impact on the success of Starbucks brand. It aims to analyze the concept of globalisation, evaluate its benefits for Starbucks, and identify the challenges faced by the company during global expansion. The research aims to provide insights into the emergence of globalisation and its significance for business success.

Research Project

INTRODUCTION..........................................................................................................................3
Section 1 : RESEARCH PROBLEM AND QUESTIONS..............................................................4
Purpose of the Research ........................................................................................................4
Research Objectives:..............................................................................................................4
Research Questions:...............................................................................................................4
Intervention of the Research ..................................................................................................4
Research for Chosen of the research......................................................................................5
Personal Reason .....................................................................................................................5
Principle Outcome .................................................................................................................5
Section 2 : LITERATURE REVIEW..............................................................................................6
Concept of globalisation.........................................................................................................6
Benefits of Globalisation .......................................................................................................6
Literature Gap.........................................................................................................................8
Section 3 : RESEARCH METHODOLOGY..................................................................................9
3.1 Data Collection ................................................................................................................9
3.2 Gantt Chart ......................................................................................................................9
Section 4 : PRIMARY AND SECONDARY RESEARCH ...........................................................9
4.1 Research Methods for Business research project ............................................................9
4.2 Ethical Consideration ....................................................................................................10
Section 5 : RESULTS AND ANALYSIS .....................................................................................11
5.1 Appropriate tool to analyse analyse data........................................................................11
5.2 Appropriate analytical tool for Research Findings ........................................................21
Section 6: COMMUNICATE THE OUTCOME TO THE STAKEHOLDERS ..........................23
6.1 Communicate Research Outcome to the stakeholders...................................................23
6.2 Covered in ppt................................................................................................................23
Section 7 : REFLECTION ............................................................................................................23
7.1 Effective Research Methods applied for meeting objectives of the research projects . .23
7.2 Reflect on the effectiveness of concepts applied for meeting objectives ......................24

7.3 Alternative research Methodology ................................................................................25
7.4 Outcome of the Research ...............................................................................................25
Section 8 : BIBLIOGRAPHY........................................................................................................27
Section 9 : APPENDICES.............................................................................................................29

INTRODUCTION
Globalisation is an integration of goods and services which is done in an interconnected
way in between different types of countries around the world. It is an incorporation of markets in
global economy which lead towards increase in effectiveness of interconnections of between
national economies (Kleibert, 2015). There is some certain market in which globalisation is
mostly common that include, credit market, financial market, insurance and capital market,
commodity market such as gold, oil, tin and coffee while in product market consumer electronics
and consumer market. It is being seen that globalisation bring increase in household income of
an individual which automatically helps in reducing high inflation rates. Thus, globalisation
effectively provide boon to business, customers and economy of a nation. Globalisations helps in
increasing foreign fund flow of economies around the world by 28% along with this it
significantly aids in stimulating international capital flow which bring effective raise in
interconnectivity among nations in all around the world. In addition, with this, Foreign Direct
investment is also one of the most important factors which are effectively stimulated because of
globalisation. FDI not only aid a country to add values in their stock of capital but it also helps
them to increase its productivity and competitiveness. Apart from this, globalisation manifested
in the growth proportion from 7% to 10% by the year 2014. Along with this it effectively
increases FDI growth in developing countries by 2.2billion pound to 154 billion pound. In
addition to this, globalisation acts as a most important tool which lead towards effective growth
for industries related to coffee shop. It also brings annual increase in overall growth of industries
which lead towards effective growth of a country as it strengthens its internal and external
economic environment which takes them to growing protectionism.
Section 1 : RESEARCH PROBLEM AND QUESTIONS
Research Aim : “To identify emergence of globalisation. A Case Study on Starbucks brand.
Purpose of the Research
The investigation into consideration is based on analysing the emergence of globalisation
and how it can drive business success. The key purpose of the investigation is to exploring the
idea and knowledge base of individual and researcher in regards to the area of globalisation and
how it is benefited for the business in attaining growth. This investigation is effectual in
addressing the investigation issue via developing an in-depth study.

Research Objectives:
 To analyse globalisation concept.
 To evaluate globalisation benefits to drive success of business in Starbucks.
 To analyse challenges for Starbucks while globalising its business.
Research Questions:
 What is the concept of globalisation?
 What are the benefits that drive success of business in Star bucks?
 What are the major challenges of globalisation for Star bucks?
Intervention of the Research
The key motive of developing an investigation is to overcome with an issue in effective
manner via accumulation of valid and reliable data. In the present investigation work, the key
action has taken by the researcher is the source of data accumulation, thus in this investigator has
concern over gathering information from relevant sources. Therefore, researcher has gather data
from the academic resources to taking the investigation in right direction to achieve relevant
outcome.
Research for Chosen of the research
The main purpose behind investigator to choose this topic is that, globalisation brings
significant emergence in industries those who are performing their business operation within
marketplace of United Kingdom. Based on this present article, globalisation bring significant
emergence in coffee shops industries which helps them to grow their business while taking
advantage of numerous business expansion techniques like, franchisee and joint ventures. On the
other hand, as per the view point of Neveling, Malan and Yortt, 2014, globalisation is a wide
term which is required to be effectively segregated which will further aid business organisations
those who are performing their business at domestic level to expand their business services
across the border. By choosing this research topic researcher will effectively able to have deeper
knowledge on various aspects of globalisation. In context with Starbucks, it has been evaluated
that organisation is conducting their services in international marketplace. While in the time of
expansion, top management of company realised that they own less knowledge of globalisation
concept which make them to face various difficulties to operate their business functions.
Therefore, company effectively hired a formative research team in order to increase their

developmental knowledge on globalisation as to effectively conduct their organisational
operations in best effective way at international market.
Personal Reason
The researcher has conducted this investigation for the personal reason, thus the
investigator wants the own idea and knowledge in regards to the chosen subject area. This study
is effective for the researcher in enhancing knowledge in their academic areas as it might help of
achieving effective grades in their personal as well as professional programs.
Principle Outcome
The investigation is based on determining the emergence of globalisation and how it can
drive business success, thus, this study provides an in-depth analysis over the chosen subject and
provide suitable data to reaching at positive results. However the principle outcome of the
research is finalising the significance of globalisation in the success of business. Furthermore,
this work assist in right direction via determining the benefits that are gained by the firm via the
emergence of globalisation.
Section 2 : LITERATURE REVIEW
Literature review is a form of academic paper which offers in depth knowledge of
particular research topic to a reader (Gantzias, 2014). Within this section, researcher effectively
allocates different form of information and data from various authors’ perceptions as to increase
their knowledge base on same topic in best effective way.
Concept of globalisation
As per the opinion stated by Beverly Bird and Carol Kopp, 2019, Globalisation is an
effective concept which defines as the integration of economies and societies around the globe
that manages flows of information, ideas, technologies, goods, services, capital, finance and
people. Globalisation is a formative integration of commodities, products, services and labour
beyond national boundaries. This concept aid an organisation to conduct free trade movement
while exchanging their products and services in any country of their wish which will further help
them to increase their overall profitability base. According to the views expressed by Sammy
Collins, 2019, It is essential for the individual's to know about the concept of globalisation, thus
it is the process of manifested in the global trade as an important proportion of output and this
will assist to control the economy accordingly. Concept of globalisation not only aid companies

to indulge in the operations of free trade movement but it also benefits customer to get things as
per their wish at their desired wish. As globalisation give customers an attractive opportunity to
them as select from various options at low prices. This effectively helps in contributing in
income level of individuals and raises their living standards in effective way through job
opportunities, modernization and improvement in quick access of goods and services.
Benefits of Globalisation
According to the opinion of Akam Ebolom, 2018, Concept of globalisation is an
interconnection of labour, products, services, business and government which effectively lead
towards political, cultural and economic strengthening. It has been evaluated that globalisation
aid organisations to gain numerous kinds of benefits and increase overall business profitability in
best effective way. Along with this, it also provides organisation attractive opportunity to
perform their business functions at international level which will further benefit them to gain
more developmental benefits. Mentioned below there are some certain benefit of globalisation:
Increased number of customers: globalisation is a formative concept in which
integration of goods, services labour and more takes place. This provides effective opportunities
to firm to expand their services and increase their customer base. In context with companies
dealing within coffee sector like Starbucks ton gain more business opportunities and enter into
new market phase. Increase in number of consumer’s aid Starbucks to effectively strengthen
their economic stability at international market and earn more profitability.
Access to more business opportunities: Next effective benefit of globalisation is that it
aids business organisations to increase their profitability base by expanding their services.
Expansion of business unit benefits companies to gain more profitability base. In relation with
multinational companies like Starbucks it can be said that, by entering into new market zone
company can effectively increase their business opportunities. In addition to this, by accessing
into new market phase Starbucks can effectively able to grab more developing opportunities
within international marketplace in order to gain more profitability.
Improves reputation of company: By expanding functional area of business companies
can easily able to access of new market zone (Grabs, 2017). So in order to effectively improve its
reputation it is important for organisations to provide their products and services within proper
qualitative measure. It will automatically lead them towards increase in their reputation. In

context with, Starbucks it can be evaluated that; company can effectively increase their
reputation level in international market place and gain more growth opportunities and retention.
Challenges for Starbucks at the time of global expansion of business
Globalisation benefit business organisation to expand their area of business services by providing
there products and services at global scale. Expansion of business is not as easier as it
compromises various challenges in it. It has been evaluated that all that challenges restrain an
organisation to despite of their size and scope to face numerous negative factors. Further, it
impact on an organisation performance and affect their profitability. Along with this challenges
restrain companies to achieve their goals and objectives in stipulated period of time. Mentioned
below there are some challenges that has been faced by Starbucks while their expansion:
Cultural difference and communication barriers: Each and every nation has their own
culture and posses a native language that is used by their people in their day-to-day life. In
relation with, business organisations it has been evaluated that, it is bit hard for Starbucks to
perform their business functions in totally different location. As it in order to gain success it is
necessary for them to adopt culture and language of that nation in which they operate their
functions. Thus, for this it is a required for them to become adaptable so to conduct their services
in best effective way while satisfying more and more customers. Along with this, it also impact
on employee’s performance as it is hard for them to adopt totally different challenges. Thus in
order to bring stability in their performance it is important for company to develop confidence
and make them adaptable towards gaugeable and culture of different country. This will help
them to make right decisions and conduct their operations in best effective manner.
Foreign laws and regulations: This factor is also one of the most important challenges
which affect functioning of Starbucks. Thus, it is important for company effectively understand
about law and regulations related to foreign law of a country. It is been analysed that in order to
gain more advantages through expansion it is important for Starbucks to have proper and
appropriate knowledge of legal laws of a company as to prevent their organisation to get
involved in any kind of illegal activity.
Public relations: It is a fact that branding and public image acts as a one the most important
components of a business. Thus, it is important for Starbucks to build a strong public relationship
in order to effectively conduct their business opportunities in new geographic locations. Every

nation has its own unique set of approaches and strategies, business network, management style.
It will effectively benefit them to gain more developmental opportunities and success.
It has been identified that globalisation have number of significant advantages with the help
of which business organisation can effectively able to expand their services in any part of
country and can further able to ensure more significant growth advancements. In addition to this,
by considering all the benefits of globalisation company is required to undertake strategies with
the help of which they can significantly able to gain more profitability and growth opportunities.
Literature Gap
The present investigation is effective in addressing the issue of research in effective
manner via accumulation of data from academic sources. Thus in the study area, data has been
critically analysed by the opinion analysis of authors and writers. Furthermore, suitable outcome
has attained via conducting in-depth analysis over the subject area. The existing literature
supports in determining the concept of globalisation and how it will effective in providing
benefits to the businesses. The study is relevant as in this data is being accumulated by
discussing the published articles that are related with the similar subject.

Section 3 : RESEARCH METHODOLOGY
3.1 Data Collection
Primary method: This method can be referred to as the methodology where the researcher
directly obtains data from sources by having conversations with them directly (Chiu, 2011). This
is regarded as the most effective method for collection of information owing to the first hand
collection which provides assistance in ensuring the validity as well as reliability of data. This
method tends to collect data through survey, questionnaire, observation, face to face interview,
focus groups etc. By using primary method for data collection, investigator can easily find out
reliable information which contributes towards the attainment of desired objectives of research
(Elliott, C., 2014).
Secondary method: This method can be referred to as the investigation wherein researcher
collects data by way of relying upon secondary sources such as online sources, newspaper,
journals, books, magazines, articles written by other authors or published by government in order
to gain an understanding about actual situation of the topic under study (Giorgia, A., 2017). This
is a time and fund saving method as investigator collect data by way of secondary sources.
3.2 Gantt Chart
Gantt chart is mainly termed as chart in which series of horizontal lines take place that
depicts the amount of work that has been completed till the take. In addition to this it also
include the certain time period in which activities are planned to complete. It has been identified
that with the help Gantt chart researcher can effectively able to coordinate their research
activities in a flexible manner and can further accomplish all the related functions as per in
accordance with time management.
Section 4 : PRIMARY AND SECONDARY RESEARCH
4.1 Research Methods for Business research project
Quantitative: This is a systematic research method wherein data is collected in statistical
i.e. numerical digits. This method provides assistance to investigator in analysing the information
gathered in an effective manner owing to the fact that it is based upon actual facts as well as
figures (Halbert, D., 2014). This includes sub-methods such as poll, survey, questionnaire etc.

Quantitative method has no scope of cheating or unethical decisions as it largely based upon stats
and numbers.
Qualitative: This is a research methodology which does not consist of numerical or
statistical figures. Here, researcher makes use of words, images, languages and observation to
express one’s opinions and thoughts. Qualitative method is used for collecting information from
respondents in a positive manner that directly impacts upon the interest of respondents to provide
valid and reliable data without being biased (Ruiz Estrada, 2017). Thus, this methodology helps
researcher to gather the actual information to attain the desired objectives for which research is
conducted.
In the present investigation work qualitative research is the most suitable source that is
significantly based on qualitative aspect and helps in assisting the overall work in right direction
to reaching at potential outcome. This tool is effectual in providing detailed analysis on the
chosen subject area.
4.2 Ethical Consideration
In the execution of an investigation, it is important for an investigator is to follow the
ethics in respect to taking the work in right direction and complete the work without facing any
sort of issue of conflict. The key obligation of an investigator is to ensure their respondents about
the safety and security of the personal information, as the major issue which is faced by the
researcher is the positive response of respondents (Hong and Cheon, 2017). Therefore,
individual's are not ready to give information as they are having the issue of unauthorised use of
personal data. The investigator should also consider time, cost and resources to effective
completion of the work. Research needs to design a time scale in which all the activities are
mentioned with a particular time duration in which the task is requires to be completed.
Further it has been evaluated that it is essential for researcher to undertake ethical
considerations while undertaking research. Ethical consideration acts as one of the most
important segment in research that are required to be adhered by researcher. In this it is essential
for researcher to ensure that research participants must not include any harmful ways. With the
help of this research can effectively able to accomplish their research in best effective manner
while considering effective research outcomes.

Section 5 : RESULTS AND ANALYSIS
5.1 Appropriate tool to analyse analyse data
Questionnaire
Q1) Are you cognisant with formative concept of Globalisation?
a) Yes
b) No
Q2) What are the major factor which lead towards Globalisation?
a) Changes in technology
b) Tax rate variations
Q3) What are the main benefits of globalisation for Starbucks ?
a) Increase in number of opportunities
b) Increase in number of consumers
c) Raise in profitability
Q4) As per your perception, is the product range of Starbucks are expensive?
a) Agree
b) Disagree
Q5) Do you think, expansion of Starbucks business at global level will raise its profitability?
a) Yes
b) No
Q6) What are the major disadvantage of globalisation faced by Starbucks through their process
of business expansion at global scale ?
a) Recruitment of new staff
b) Cultural barrier
c) Language barrier
Q7) As per your conceptualization, is concept of globalisation is beneficial for small scale

organisation?
a) Agree
b) Disagree
Q8) In which manner concept of globalisation influences business activities of Starbucks?
a) Positive
b) Negative
Q9) Which age group is primarily utilizing Starbucks products ?
a) 9-18 years
b) 18- 35 years
c) Above 35 years
Q10) Provide recommendation to Starbucks with the help of which they can enhance their
profitability.
Thematic Analysis
Theme 1: Globalisation Concept
Q1) Are you cognisant with formative concept of Globalisation? Frequency
a) Yes 22
b) No 8

Interpretation: Globalisation refers to process of acquiring position of goods and
services within international market. By this impact of national boundaries in terms of trading
materials can be minimised. In this different multinational corporations have invested and
expanded themselves in wider aspects. In globalisation organisations can produce their products
and sell them in heterogeneous countries thereby creating relevant impact on economy of
country as well as on individuals. According to above graph, it has been evaluated that 22 out of
30 respondents are aware about concept of globalisation as it enhances relationship between
different countries and also provide employment opportunities to people. Whereas 8 respondents
are not aware about this concept due to lack of knowledge.
Theme 2: Major factor which lead towards Globalisation
Q2) What are the major factor which lead towards Globalisation? Frequency
a) Changes in technology 14
b) Tax rate variations 16
a) Yes b) No
0
5
10
15
20
25 22
8
Column I

Interpretation: As per above graph it has been found that 16 respondents out of 30 that
major factor which derived globalisation is alteration in tax rates. It implies that differentiation
within tax have direct impact on globalisation as every country have their own interest rate. Out
of 30, remaining 14 respondents states that the main reason behind globalisation is rapidly
growing technology. As per them, individuals can perform well in their job and effectively by
usage modern tools and methodologies. This will lead to enhanced impact on their performance.
When technology is advanced than it will influence companies interest and approach of citizens
also towards this approach so that they can carry out their work in simplified manner.
Theme 3: Main benefits of globalisation for Starbucks
Q3) What are the main benefits of globalisation for Starbucks? Frequency
a) Increase in number of opportunities 8
b) Increase in number of consumers 9
1 2
13
13.5
14
14.5
15
15.5
16
Column F

c) Raise in profitability 13
Interpretation: Globalisation plays crucial role within Starbucks as it provides them
with enhanced benefits such as by globalisation organisation can encourage procedures as well
as customers will be facilitated by high options of labour and scale within economy.
Furthermore, it will also assist in reduction of monopoly within competitive market by which
they can acquire high profits as well as incentives with respect to future perspectives in an
effectual manner. As per above graph, 13 respondents says that Starbucks have entered in global
market due to enhance growth opportunities as well as brand value within market. According to
9 respondents major motive is to increase the customers and make their brand known worldwide
which will automatically lead to increment in their revenue. As per 8 respondents, by going to
global market, they will have high growth opportunities as they can attract large number
customers towards their services.
Theme 4: Product range of Starbucks
Q4) As per your perception, is the product range of Starbucks are expensive? Frequency
a) Agree 25
1 2 3
0
2
4
6
8
10
12
14
Column J

b) Disagree 5
Interpretation: Products which are being offered by Starbucks are good in quality but few
products which they are providing are costly. As they provide high quality of their drinks due to
which they have enhanced brand image within market and they also provide wide range of drinks
with healthy ingredients in them which helps them to attract large number of customers. Out of
30 respondents 25 agrees on this and they are satisfied with the prices at which services are being
provided to them. As per 5 respondents prices of their drinks is high due to which many people
cannot afford them.
Theme 5: Expansion of Starbucks business at global level will raise its profitability
Q5) Do you think, expansion of Starbucks business at global level will raise
its profitability?
Frequency
a) Yes 21
b) No 9
1 2
0
5
10
15
20
25
Column G

Interpretation:
Expanding a business aid a company to effectively increase its profitability by offering
services at different locations of the world. Starbucks by extending themselves to global scale
can able to expand their area of opportunities and market share base. With relation to expansion
of business at global scale Star Bucks can able to strengthen their market position at per business
concern. Global environment will lead towards encouraging Star bucks to develop a strong
relationship and positive attitude with its customers. As per the above mentioned graph, it has
been seen that 21 out of 30 respondents are in the favour of the fact that expansion of business at
global level will increase a business profitability as it helps them to find more developmental
opportunities while on the other hand, 9 out of 30 respondents are not in the favour of this fact
that as they are not aware about brand.
Theme 6: Major disadvantage of globalisation faced by Starbucks
Q6) What are the major disadvantage of globalisation faced by Starbucks
through their process of business expansion at global scale?
Frequency
a) Recruitment of new staff 10
b) Cultural barrier 11
c) Language barrier 9
1 2
0
5
10
15
20
25
Column D

Interpretation:
Globalisation is a broad term which also consist some basic disadvantages with it which
impact an organisation smooth functionality. As per the above stated graph, it has been evaluated
that there are some major disadvantages of globalisation that has been faced by Star bucks while
the process of expansion. According to this graph, 10 out of 30 respondents believes that
recruitment of new staff is the major disadvantage that has been faced by company as they think
hiring a person from a totally different location is bit hard for company as individual does not
much aware about company actual functions. While on the other hand, 11oit of 30 respondents
stated that cultural barrier acts as a one the more severe disadvantages that have been faced by
company as it is impossible for organisation to change culture aspect of a region and adopting
that culture is a long process for company employees which affect its growth. Along with this, 9
out of 30 respondents believes that language barrier is one the most common and major
disadvantage of globalisation that has been faced by Star bucks as every location have different
set of native language and it is bit hard of individuals to learn language in a short span of time
which affect company productivity.
Theme 7: Concept of globalisation is beneficial for small scale organisation
Q7) As per your conceptualization, is concept of globalisation is beneficial for
small scale organisation?
Frequency
a) Agree 26
b) Disagree 4

Interpretation:
Globalisation is a formative concept of globalisation can lead towards effective growth of
an organisation despite of its size as it helps them to find more growth opportunities and are to
serve. Along with this, concept of globalisation can lead towards an organisation to strengthen
their position at global scale. As per the above stated graph it has been evaluated that, 26 out of
30 respondents are in the favour of the fact that formative conceptualisation of globalisation
benefits small scale companies as it helps them to find more opportunities to serve their business
products and services to many location and earn profit simultaneously. While on the other hand,
4 out of 30 respondents does not agree with this fact as they consider globalisation only benefit
large scale organisations.
Theme 8: Concept of globalisation influences business activities of Starbucks
Q8) In which manner concept of globalisation influences business activities of
Starbucks?
Frequency
a) Positive 22
1 2
0
5
10
15
20
25
30

b) Negative 8
Interpretation: Globalisation is a formative concept that affects performance of an organisation
in both positive and negative way. It is a wide concept within which there are numerous factors
exist that impact on growth opportunities of a company. As Star bucks is a large company
performing their operations in different locations of the world. It has been evaluated that
emergence of globalisation affect its sustainability and profitability in many different ways. As
per the above mentioned graph, it has been evaluated that 22 out of 30 respondents believes that
formative concept of globalisation influence Star bucks abilities in a positive way as it help them
to find various growth opportunities and areas in which they can offer their products to ensure
high growth. While on the other hand, 8 out of 30 respondents did not agree with the fact that
concept of globalisation influence company business activities they think that this concept affect
them in a negative way as it increase competition level and raise many inequities simultaneously.
1 2
0
5
10
15
20
25

Theme 9: Age group is primarily utilizing Starbucks products
Q9) Which age group is primarily utilizing Starbucks products? Frequency
a) 9-18 years 7
b) 18- 35 years 15
c) Above 35 years 8
Interpretation: Star bucks are a large scale company offering their services to different
locations of the globe. With the help of globalisation company effectively able to increase it area
of serving along with number of customers. As per the mentioned graph, it has been evaluated
that 7 out of 30 respondents thinks that most common age group of individuals who are using
company products and services are in the age group of 9 to 18 as they are the individuals who are
teenagers and like to spend their spare time at out lets. While on the other hand, 15 out of 30
1 2 3
0
2
4
6
8
10
12
14
16

respondents are in the favour of the fact that 18 to 35 individuals in this group are those
individuals who utilize company products in large base as they are university and job goers.
These individuals mostly spend their time in lunch hours on daily basis which ensure company
long term sustainability. On the other hand, 8 out of 30 respondents believes that age group of
above 35 are primary groups who utilize company products. As they are those individual who
mostly visit outlets with their family on periodical basis.
5.2 Appropriate analytical tool for Research Findings
Introduction
Approach of mixed method and formative assumptions of literature review acts as an one
of the most effective elements to effectively summaries overall findings and results of research.
Furthermore, by taking these assumptions into consideration researcher will easily able to
conduct their research in best effective manner. Along with the by managing limitations of
research and other related recommendations conduction of research is possible in best formative
way while ensuring high sustainable results and outcomes.
Findings
In the process of conducting research on the concept of globalisation researcher take
advantages of various sources in order to get best results and outcomes which ensure high
authentication of research. Researcher evaluates effective sources for findings that are also cost
effective and easier to get within stipulated period of time. This research throws a light on a fact
that, emergence of globalisation benefit organisations to increase their profitability and
opportunities for growth. This helps them to stimulate their growth prospective and further
increase their effectiveness. Apart, from that there are some basic negative factors that affect
company performance and abilities to conduct effective functions on global market as there are
so many competitors. In addition with this, it has been determined that outcomes of the research
get communicated with stakeholders through different channels that include, phone, email and
other formal events related to research subject. Shareholders denotes owner of the shares within
the organisation. Stakeholders are the independent parties who have interest within the business
and are often affected by the objectives, policies and actions that are being taken. While carrying
out the research stakeholders are the team members as each have their interest within successful
accomplishment of the project. Similarly, Starbucks also have their stakeholders who might have
invested on specific project and with the success of project they will also have the profit. Same

goes with the shareholders if things go well then profit will be gained and with respect to
globalisation by following the rules, regulations and policies formulated by specific country then
it will become easy to a ttain their goals. Thus, with the help of major advantageous factors
company can surely able to ensure their long term sustainability and profitability on
simultaneous way.
Limitation of the research
In the process of conducting research in initial stage, there were some major factors that
have been basically related to secondary data. As information collected through this medium
sometimes proves to be irrelevant as their concepts are far away from the topic relevancy. In
addition with this, methods that has been considered by research such as interview and secondary
method sometime fails to deliver expected outcomes and relevant information’s that has been
related to actual topic of research. This lead towards delay in the accomplishment of this
research in proper frame work of time that led reseal towards becoming less authenticated in
nature.
Suggestions for further research
It is already been discussed that there are numerous limitations that has been faced by
research in which one of them was time that impacted researcher to bring out more authenticated
results. Thus, it has been suggested to the researcher that if the same thing is being conducted in
future, then with the help of segregating activities as per proper time frame will able to provide
researcher to give more relevant information. It is suggested that while working on globalisation
there has to be appropriate investment so that suitable results can be attained. For an instance,
each stakeholder while carrying out research is given different tasks and for this it is necessary to
work effectively so all the objectives can be attained within specific time frame. This will lead
them to attain their interest in terms of services that are being delivered by the organisation. In
addition with this, with the help of primary research researcher will effectively able to conduct
their findings in more authenticated way.

Section 6: COMMUNICATE THE OUTCOME TO THE STAKEHOLDERS
6.1 Communicate Research Outcome to the stakeholders
The investigation into consideration states the emergence of globalization in the context
of business success. Starbucks is the most popular American coffee house which has its global
business operations. The central motive of the business is to accomplishing significant
competitiveness or maturation by managing competition within commercial center. Stakeholders
are recognized as the key aspect of an exploration activities or a business. Stakeholders are refers
as the group of people who related from a chosen area. The primary work a researcher could
have done is, representing the outcome to stakeholders as to analyzing the result of the work. The
stakeholders of the exploration are the individual who are involved in the work or having proper
idea regarding the chosen are of work. The stakeholder for research work are the selected
respondents and scholars . The leading stakeholders of Barclay's are government bodies,
consumers, suppliers, operators, investment communities, owner etc. of an organization. In
addition to this, it has been identified that main stakeholders of researcher include scholars as
well as researcher. Further owners, customers, suppliers are Barclay's main stakeholders.
6.2 Covered in ppt.
Section 7 : REFLECTION
7.1 Effective Research Methods applied for meeting objectives of the research projects
In the present investigation I have been consider that, The formative concept of
globalisation help many organisations to increase its profitability and sustainability in global
market as it help them to offer their services in different locations of the world. It is a fact that
globalisation benefits all types of organisations to ensure their increase in profitably base which
will further takes them towards high growth prospective. Globalisation is a wide concept which
includes so many factors and elements in it. All these factors affect organisation performance in
negative and positive way. therefore, in order to get best and effective outcomes of the research
which has been conducted on this topic , researcher takes the advantage of both primary and
secondary data approaches.
Researcher that has been conducted are done on inductive methodology, within which
related data are collected by taking advantage of documentary and archival papers in addition

with this case study related to benefits of globalisation on coffee industry has also been
effectively utilized by researcher in order to strengthen findings of literature review in best
possible manner. This research identifies major benefits of globalisation on coffee industry
which further help Star bucks to perform their operations.
Main focus of this research is one emergence of globalisation on coffee industry. Through
the process of this research basic consequences of this concept is also been discussed. Therefore,
this research will effectively able to provide sufficient information which will effectively help in
further conducting this research. In addition to this learner also define perceptions of many
different authors related to the concept of globalisation.
7.2 Reflect on the effectiveness of concepts applied for meeting objectives
If I talk about the overall investigation, in the initial stage of the research I was fully
filled with formative enthusiasm as I had sure confidence in the fact that this research will
effectively lead me towards better understanding of the concept of globalisation and help to
strengthen the knowledge base on the present topic. Through the process of this dissertation I
keep on continuously growing myself as a positive person which helps me to stimulate my level
of performance. While in the process of this whole research the basic issue that has been faced
by been is related to finding out importance as well. In addition with this, various aspects that is
linked with concept of globalisation in the area of recruitment effectively motivated me to further
develop my interest and gain in depth knowledge of the concept which automatically help me to
positively conduct my finding related to questions as an objectives in order to conduct the
research in best possible way.
In addition to this, in the primary stage of this research when proposal was developed by me, it
was hard for me to get real and related results and articles and information’s that are linked to
globalisation concept. The factor that actually motivated and influenced me to conduct this
research is the circulation of this hottest topic in all around the world. While, if talked about
research methodology effective combination of research mix efficiently able to conduct research
in best effective manner and take my research findings to next level. As I am much sure that I
can use both qualitative and quantitative research methods in a particular frame work of time as
to get effective results. But in the process of research I sometimes feel insecurities but with the
formative support of my lecturer I can easily able to overcome form those issues related to
insecurities in a appropriate frame work of time and accomplish my research in best effective

manner. I know that conducting this dissertation will effectively help me to strengthen my
knowledge base and help me to find various opportunities in the related concept of globalisation
and ensure my capabilities to find more growth opportunities.
7.3 Alternative research Methodology
In this present investigation work questionnaire is the most appropriate method as in this
large range of information can be accumulated in less time duration. And there is also no need
for researcher to provide their personal presence. In the similar investigation, interview can also
be use at the place of questionnaire as this is also effective for gathering primary information, but
it is quite time consuming in nature and not able to gather information from the large population.
7.4 Outcome of the Research
As per the above mentioned report, it has been concluded that, overall research which is
conducted is done to get the effective knowledge and findings on the concept of globalisation for
Star bucks. Outcomes of the research showed the fact the with the help of globalisation company
can easily able to get more growth opportunities and ensure their success. In addition with this,
by considering secondary method of research, it has been evaluated that globalisation impact on
performance of Star bucks in both positive and negative way. Along with this, with the help of
literature review, different aspects and perceptions of author has been reviewed which will
further help in strengthening the knowledge base of the present topic and conduct research by
using different types of mix methods. With the help of literature review favourable outcomes can
be extracted in well defined way. thus, by evaluating overall factor it has been defined that
concept of globalisation help Star bucks to effectively increase their profitability in global
market while ensuring its sustainability in best effective way. As globalisation benefits company
to perform their activities in different locations of the world and gain more growth opportunities
which will further lead towards high sustainability and success.

Section 8 : BIBLIOGRAPHY
Books and Journals
Chen, S., 2015. Analysis of globalization with regard to welfare.
Chiu and et. al., ., 2011. Toward a social psychology of globalization. Journal of Social
Issues, 67(4), pp.663-676.
Cian, L., Parmar, B. L., Boichuk, J. and Craddock, J., Brand Activism at Starbucks-A Tall
Order?.
Collier, S.P., 2018. The downside of globalisation: Why it matters and what can be done about
it. The World Economy, 41(4), pp.967-974.
Durand, A., 2018. Marketing and Globalization. Routledge.
Elliott, C., 2014. 17 Consuming caffeine. Brands: Interdisciplinary Perspectives, p.342.
Gantzias, G. K., 2014. CHAPTER TWENTY INFO-COMMUNICATION GLOBALIZATION
AND DIGITAL TAX PAYMENTS CULTURE: THE GREEK CRISIS AND THE
GLOBAL INFO-CASH. The Debt Crisis in the Eurozone: Social Impacts, p.481.
Giorgia, A., 2017. Losing to gain: Balancing style and texture in the Starbucks logo. In The
Materiality of Writing (pp. 195-210). Routledge.
Gonchar, A., 2016. Globalization of Taste and Modernity: Tracing the Development of Western
Fast Food Corporations in Urban China.
Grabs, J., 2017. The rise of buyer-driven sustainability governance: Emerging trends in the
global coffee sector.
Gutzmer, A., 2014. The rise of the global mass ornament. In Brand-Driven City Building and the
Virtualizing of Space (pp. 132-157). Routledge.
Halbert, D., 2014. Globalization and Intellectual. The SAGE Handbook of Intellectual Property,
p.71.
HAYGOOD, D.M., 2018. GLOBALIZATION AS EXPRESSED BY GLOBAL BRANDS: AN
ANALYSIS OF COUNTRIES AND THE BEST GLOBAL BRANDS. Global Discourse in
Fractured Times: Perspectives on Journalism, Media, Education, and Politics, p.110.
Hong, Y.Y. and Cheon, B.K., 2017. How does culture matter in the face of
globalization?. Perspectives on Psychological Science, 12(5), pp.810-823.
Kleibert, J. M., 2015. Expanding Global Production Networks: The emergence, evolution and
the developmental impact of the offshore service sector in the Philippines. Amsterdam:
Dissertation Universiteit van Amsterdam.
Kuever, E., 2014. Mapping the Real and the False: Globalization and the Brand in Contemporary
China. In Consumer Culture Theory (pp. 173-189). Emerald Group Publishing Limited.
Labes, S. A., 2014. Globalization and cultural identity dilemmas. CES Working Papers, 6(1),
pp.87-96.
Mayer, F. and Gereffi, G., 2018. Regulation and Economic Globalization. Global Value Chains
and Development: Redefining the Contours of 21st Century Capitalism, p.253.
Palazzo, G., 2015. Globalization and the rise of the multinational corporation. In The Routledge
Companion to Philosophy in Organization Studies (pp. 427-434). Routledge.
Rizqiyanto, S., 2017. Starbucks's Fair Trade in the Edge of Globalization. Etikonomi, 16(2),
pp.231-248.
Robidoux, D. and Tafe, U., Starbucks: A Case Study in Corporate Social Responsibility.
Ruiz Estrada, M.A., 2017. The Starbucksication. Available at SSRN 3090930.

Online
BIRD, B. AND KOPP, C., 2019. Globalization. [Online]. Available through:
<https://www.investopedia.com/terms/g/globalization.asp>.
Collins, S., 2019. Globalization – Concept. [Online]. Available through:
<https://thriveglobal.com/stories/globalization-concept-causes-and-consequences/>.
Ebolom, D., 2018. What are the benefits of globalization? [Online]. Available through:
<https://www.quora.com/What-are-the-benefits-of-globalization>.

Section 9 : APPENDICES
Q1) Are you cognisant with formative concept of Globalisation?
a) Yes
b) No
Q2) What are the major factor which lead towards Globalisation?
a) Changes in technology
b) Tax rate variations
Q3) What are the main benefits of globalisation for Starbucks ?
a) Increase in number of opportunities
b) Increase in number of consumers
c) Raise in profitability
Q4) As per your perception, is the product range of Starbucks are expensive?
a) Agree
b) Disagree
Q5) Do you think, expansion of Starbucks business at global level will raise its profitability?
a) Yes
b) No
Q6) What are the major disadvantage of globalisation faced by Starbucks through their process
of business expansion at global scale ?
a) Recruitment of new staff
b) Cultural barrier
c) Language barrier
Q7) As per your conceptualization, is concept of globalisation is beneficial for small scale
organisation?
a) Agree

b) Disagree
Q8) In which manner concept of globalisation influences business activities of Starbucks?
a) Positive
b) Negative
Q9) Which age group is primarily utilizing Starbucks products ?
a) 9-18 years
b) 18- 35 years
c) Above 35 years
Q10) Provide recommendation to Starbucks with the help of which they can enhance their
profitability.

Research Ethics approval form.
Section 1: Basic details:
Project title:
To identify emergence of globalisation. A Case Study on Starbucks brand.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No

 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults:
How will participants be recruited (identified an approached)?
Describe the processes you will use to inform participants about what you are
doing:
How will you obtain consent from participants? Will this be written? How will it
be made clear to participants that they may withdraw consent to participate at
any time?
Studies involving questionnaires: will participants be given the option of omitting
questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical issues
arising from this
Studies involving observation: Confirm whether participants will be asked for
their informed consent to be observed.
Yes No
Will you debrief participants at the end of their participation (i.e give them a brief
explanation of the study)?
Yes No
Will participants be given information about the findings of your study?(This
could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with
the Data Protection Act (1998)
Yes

Who will have access to the data and personal information?
I will be keeping data myself.
During the research:
Where will the data be stored?
The data will be carried on my laptop.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
The data will be uploaded on the portal
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers?
Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may
arise because of your research. Please consider/address all issues that may
apply. Ethical concerns may include, but are not limited to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including
transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and
Ethics Policy:
Yes No
I have discussed the ethical issues relating to my research with my Unit
Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the

ethical issues that may arise in the course of my research
Name: Date:
Please submit your completed form to the Cohort Leader and a copy to
your supervisor only