Benefits of Globalization on Marketing Activities: A Case Study on Blue Inc.

Research Project

Table of Contents
Title..................................................................................................................................................1
Introduction .....................................................................................................................................1
Literature Review ............................................................................................................................4
Research Methodology ...................................................................................................................7
Data Analysis and Interpretation ..................................................................................................10
Reflection & recommendation for alternative research methodology...........................................23
Conclusion ....................................................................................................................................25
References......................................................................................................................................26

Title
An investigation of the benefits of globalization on the marketing activities of an
organisation. A Case study on Blue Inc.
Introduction
Overview of the Research
Globalisation is a vast concept which plays a vital role in developing opportunities for
businesses at global level. Globalisation is refers as a process of international integration that
develops from the reciprocation of global view, products, ideas, or other elements of culture. In
other term globalisation is determined as a process which increases worldwide exchange of
national and cultural resources (Apăvăloaie, 2014). In this modern scenario, competition within
market is so high and the prior motive of each small as well as large business enterprises is to
attain a competitive position within market. Marketing is recognised as the key aspect of an
organisational growth and success; thus the proper marketing operations of a business may result
in significant growth and profitability. Marketing globalization is consist as synergistic term
which is basically combining the promotion and selling of goods and services in an increasingly
interdependent and integrated global economy. It develops companies stateless, without walls,
with the internet an integral marketing and cultural tool. Blue Inc. is the chosen organisation for
this particular project, It is a chain of fashion retail stores which are based and operating around
the UK. The prior concern of the firm is to enhancing operations at wider scale through
developing its marketing activities by the proper support of globalisation. This report contains
the study about the benefits of globalization on the marketing activities of an organisation.
Thus, predetermined aims and objectives are created that supports the work in right manner.
Literature review has taken place in developing an appropriate theoretical framework on the
chosen area, suitable selection of methodology will support the investigation. Along with this
data analysis is conducted for proper analysis of accumulation data to drawn valid and reliable
outcome.
Background of the Research
Globalisation is reasoned as a progression by which localized marketplace, liberal arts,
and content have become united through the recognition a global network of communication or
trade (Axelrod and VanDeveer, 2014). The feature of globalisation is importantly applied
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through the organisations to advert the implicitly to profitable economic procedure. However, It
refers as group action of national economies inside the global economy through the trade, foreign
direct investment, superior flow of funds, movement, and the outspread of power and innovative
technologies. Blue Inc. is a chain of fashion retail store. The company basically operates across
the United Kingdom. It is the most leading and largest menswear retailer in the country. The
company was founded in the year of 1912 by the significant efforts of Abraham Levy. The
company operates in around 22 locations and widely concern over developing the operations of
firm within global level. In the fashion retail competition is so high within marketplace and
organisations are widely concern on attaining higher growth and success within the market place.
Blue Inc is focused over developing its business operations at global level for implementing their
presences in the context of developing growth and success.
Significance of the Research
The considered project is based on the analysis of the benefits of globalization on the
marketing activities of an organisation. This is a wide area of academic research which has its
own benefits for the researcher in personal as well as professional level. In this a detailed
investigation is conducted over the benefit of globalisation on the success of marketing
operations, thus globalisation provides wide networks to businesses and individuals to implement
good relationship with customers and attain long term benefits (Belás and et. al., 2014). This
study plays vital role in developing the idea, skills and knowledge base of the learner in regard to
the similar area of study which helps them in enhancing their personal as well as professional
skills. Vast knowledge base in regard to globalisation and marketing helps an individual in
attending success in their future professional goals. This study is also effective in providing
support to the researcher in execution of similar area of study in potential manner.
Research Aim
An investigation of the benefits of globalization on the marketing activities of an
organisation. A Case study on Blue Inc.
Research Objectives
The significant objectives of this particular research is associated as below:
 To understand the study of globalisation and its role in the context of business.
 To determine the benefits that are attained by Blue Inc. by its globalised business
operation.
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 To analyse the potential impact of globalisation on the marketing activity of an
organisation. To identify the ways through which Blue Inc. can enlarge its marketing operations around
the globe.
Research Questions
Suitable questions for this research are described as under:
 What is the study of globalisation and its role in the context of business?
 What benefits are attained by Blue Inc. by its globalised business operation?
 What is the potential impact of globalisation on the marketing activity of an organisation?
 What are the ways through that Blue Inc. can enlarge its marketing operations around the
globe?
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