Emergence of Globalisation: A Case Study on Starbucks Brand

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