Research Project on PizzaExpress Assignment

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview and Background of study............................................................................................3
Research Objective......................................................................................................................4
Research Questions.....................................................................................................................4
Rationale of study.......................................................................................................................4
CHAPTER 2 ...................................................................................................................................5
LITERATURE REVIEW................................................................................................................5
Impact of globalisation on food retail.........................................................................................5
The secondary and primary data relating to benefits of globalisation on PizzaExpress............5
Conclusion about effect of globalisation at PizzaExpress..........................................................7
The positive economic, cultural operations on online practices for PizzaExpress.....................8
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................9
CHAPTER 5: CONCLUSION & RECOMMENDATIONS ........................................................11
Conclusion.................................................................................................................................11
Recommendation.......................................................................................................................11
CHAPTER 6 .................................................................................................................................12
PERSONAL REFLECTIVE STATEMENT............................................................................12
REFERENCES..............................................................................................................................14
.......................................................................................................................................................15

CHAPTER 1: INTRODUCTION
Overview and Background of study
Globalisation refers to the expansion of information, technology, products and jobs
around the world. Economically, globalisation gives explanation about the interdependence of
various nations across the globe connected through trading. It has raised the living standards of
poor countries by providing modernisation, job opportunity and asses of products and services.
The aim of globalisation is the development and growth of business by maximising profits and
expanding the number of customers. It is beneficial for both small scale and large scale industries
to trade globally and expand their business in foreign countries. This given research is based on
Pizza express which is a restaurant chain established in 1965 by Peter Boizot. The speciality of
PizzaExpress is handmade pizzas and pizza which contains around 500 calories. This company is
dealing with restaurant chain over 470 restaurants in United Kingdom and around 100 in China,
Hongkong, India and Middle East. The main objective of this restaurant is to provide good
quality Pizza and food items to customers. Pizza express delivers good food to people around the
world and it aims to expand its services in new countries (Bharwani and Jauhari, 2013). The
management of Pizza Express is working towards expansion of their services in global market.
Different business operations are conducted in an effective manner to achieve this target and
maximise profits for the organisation. For expanding market globally, the management team of
Pizza Express has made plans and strategies to conduct research for globalisation in an effective
manner. This will help in enhancement of business and operational activities in foreign markets.
In the context of Pizza Express, aims and objectives are set by the researcher to conduct research.
The objectives will help the research team in analysing the concept of research and conducting
effective research in Pizza Express. Additionally, this research will give information about
challenges, opportunities, trends and factors of globalisation that affects the development an
growth in business. The objectives and aims for the research of Pizza Express are listed below-
Research aims
The aim for current research is on “To investigate the positive economic, cultural and
ethical impact of globalisation on operations in the food retail industry” A case study on Pizza
Express.

Research Objective
 To determine the impact of globalisation on food retail.
 To investigate the positive economic cultural operations on online practices for
PizzaExpress.
 To collect and analyse the secondary and primary data relating to benefits of
globalisation on PizzaExpress.
 To present the conclusion about effect of globalisation at PizzaExpress.
Research Questions
 What are impact of globalisation on food retail?
 What are the secondary primary data relating to benefits of globalisation on
PizzaExpress?
 How to present the conclusion about effect of globalisation at PizzaExpress?
 How to investigate the positive economic cultural operations on online practices for
PizzaExpress ?
Rationale of study
The main purpose of this research for PizzaExpress is to maximise the profitability by
improving and enhancing the operational activities at global market. This research topic is
chosen because it is evaluated that operational growth of a company is affected positively as well
as negatively by cultural, economic and ethical changes in the company. The variation in any of
these factors affects the global business operations. The difference in culture, language, ethical
norms, regulations and economy of the location affects the business negatively (Claro, Neto and
de Oliveira Claro, 2013). This is because new customers take time to adopt the new business and
similarly business faces problem in entering new marketplace. This research will provide scope
for the company in development and growth. Moreover this research will help in developing
professional skills which identifies opportunities for maximisation of profits in business. In
context of PizzaExpress, the researcher enhances the operational activities at global level for
expanding it's marketplace.

CHAPTER 2
LITERATURE REVIEW
Impact of globalisation on food retail
As per the views of,Globalisation is the integration of services, products, jobs, trade
across the globe. Globalisation initiates investments in foreign countries and this leads to easy
trade of food products between different countries. It refers to the reduction in barriers for
trading of goods, services and capital, technologies, marketing and information (Young, 2013).
The growth of globalisation is related to the innovation in transportation and communication
technology. Emerging food companies have grown from local brands to worldwide icons.
Globalisation of food industry has given rise to opportunities for expanding business and
maximising profits. Globalisation has impacted the food industry as expansion of business in
foreign countries requires knowledge about effective global bushinesses. Food companies
develop various strategies to expand business in global market. This gives them different
opportunities for making more profits and increasing the customer base (Crane and Matten,
2016). There are different kind of food habits possessed by people of different countries.
PizzaExpress should ensure to analyse the food culture of different customers and do effective
business in foreign marketplace. There are different concerns including land usage, dietary fats
and resource consumption that affects the future of globalisation in food industry. The rate of
vegetables, oil, edible items varies from country to country therefore PizzaExpress has to handle
all such factors and conduct successful business in foreign countries.
The secondary and primary data relating to benefits of globalisation on PizzaExpress
Globalisation is a process of interaction between people, companies and government at a
global level. It also says that to liberalise some rules and regulations and to give permission for
free flow of goods and services,and people from one country to another country. It also helps in
improving their business activities and also provides an opportunities to become a successful
organisation at marketplace. PizzaExpress is a restaurant chain of UK and it want to expand
business in other countries. There are various benefits of globalisation which are discuses as
below:
Improved living standards: It is a very important benefit of globalisation. After
globalisation it helps in reducing 35% of poverty which affects nation positively and through this

it helps in improving their living standards. In some countries, globalisation helps by providing
advanced technology and extreme talented employees to their organisation which helps a
company for doing their work effectively and efficiently (Fuad-Luke, 2013). It also helps them to
earn more and make more profits. PizzaExpress will be able to make more money if it posses a
successful business globally.
Increased Creativity and Innovation: Creativity and innovation helps a company to
compete at global level competition at marketplace. Before globalisation, underdeveloped
country faced a problem for getting a fund for an innovative idea. Whereas after globalisation
companies produce a good quality of products and selling them at affordable price to a
customers with their unique innovation and creativity in products. PizzaExpress must use
creativity and innovation in food items to attract people of new places.
Easy access to foreign culture: After globalisation it is easier to adopt a foreign culture.
The free movement of labour and capital and information from one country to another helps in
adopting foreign culture easily such as their movies, food, music and art. It also helps in
capturing market share. PizzaExpress is benefited by knowing culture and habits of target
customers.
Enhancement of business opportunities: After globalisation it helps both large and
small scale companies for operating their business globally. Thus it also helps PizzaExpress to
grab foreign culture which helps them for generating more innovative ideas. So, it helps in
increasing opportunities towards successful business. Globalisation also helps a business for
doing their work effectively and efficiently.
Increase in number of customers: Globalisation helps an organisation for attracting
number of customers towards their company or product, because of using creativity and
innovation in their products. It is a very important benefit of globalisation (Goodman and Watts,
2013). They also used good quality of products for maintaining loyalty of customers towards
their company for longer time period. By globally expanding the restaurants, PizzaExpress will
be able to attract more number of customers around the world.
Education: After globalisation, the movement of people from one country to another
country has becoming easier for gaining best knowledge or education. People of underdeveloped
countries goes to a developing countries for acquire better education. Like Indian students move
to a UK or USA for pursing higher education.

Conclusion about effect of globalisation at PizzaExpress
Globalisation is referred to as integration of national and regional economies, societies
and culture with help of global network of trade and communication. It is related to
development of products, jobs, technology and ideas beyond national borders. This concept
helps companies to gain competitive advantage in multiple countries. Globalisation helps in
increasing manufacturing, expansion, diversification and raising standard of living. This is
concerned with both positive and negative effects on economy as well as companies.
Globalisation lays down many positive effects on companies. Some of effects includes
education, trade, competition, employment, competition and investments. Globalisation helps
companies to find availability of various types of ingredients and raw materials at effective rate.
It has increased number of suppliers which helps to reduce bargaining power of supplier. Pizza
express when become globalised helped in reducing cost, and availability of seasonal ingredients
anytime and fulfil demands of customers. It also offers opportunity for companies to sell its
products to customers around the world. Company should have marketing potential that which
help to do business overseas. Pizza express should offer innovative and good quality products to
its customers which helps to build a good image and increase of market share.
Globalisation has positive effect on companies if it thinks locally which means to
produce or modify according to target customers. Pizza express if produce pizzas and other items
of menu according to customers requirements. As, it helps in customer satisfaction and retention.
Globalisation helps in expansion and diversification of business at global level. As, it helps in
increasing productivity and growth of company. Pizza express when globalised its customers
increased which helped in growth, increase in profitability and creating value of company in
minds of customers of different countries (Hanson, D, Ireland and Hoskisson, 2016). Another
positive impact of globalisation to pizza express is because of technology factors. Technological
factors impact working of pizza express. It helps in improving performance and productivity for
menu of pizza express. This helps in reducing maintenance costs, and development of business
processes, increase in profits of pizza express.

The positive economic, cultural operations on online practices for PizzaExpress
Online practices at PizzaExpress includes fast delivery of food to customers. It builds a
good relationship of customers with the organisation. It also helps in building up of image of the
firm in front of stakeholders, customers, employees and society. PizzaExpress uses a service
management Group(SMG) that collects data from the computer of customer including IP
address, cookie information and software attributes. This data is used by restaurant for
communication between the system of consumer and restaurant. It is used to detect and prevent
frauds, market research, improvisation of website to evaluate and enhance services of service
management group. This online practice by Pizzaexpress has a positive impact on economic
culture. The economic culture includes the economic rate, investment of the country. If there is
inflation in any country it will badly affect the business of the firm. There are different impacts
of changes on operations of the firm. Simple random sampling is effective in business for
operating at global level (Haufler, 2013). There are different variations that affects the business
at global level like languages, religion and ethics. The variation in exchange rates, interest rates
and employment rate affects the development and growth of the company. A business should be
evaluated on the basis of various factors like social, political, economical of the new place before
starting business there. PizzaExpress should ensure growth of the firm and for this it must have
business operations functioning properly and adopting cultural, social and economic variations.

CHAPTER 3: RESEARCH METHODOLOGY
Primary Research: This research is the kind of research methodology that is used by
researchers in collection of data by direct means. These findings does not rely on the data of
previous researches. There are some problems which require in depth analysis. Some of the ways
for collection of such data are online surveys, face to face interview, observations and focus on
groups. This is an effective method for collecting data as it is the first information collected
directly from the person. This is an easier method to make a good evaluation.
Secondary Research: It is collection of data from already existing data. It is used by
researchers to make an effective outcome from research. Secondary research provides an
advantage to get the appropriate information about the market. Data in secondary research can be
collected from websites, newspaper, online sources, research papers, surveys, etc. (Kumar,
Sharma, Shah and Rajan, 2013). It is a cost effective technique for collection of data. It is easier
as well as less time consuming way to grab information about the research. Secondary data can
also be taken through data availability on the internet, government and non government
agencies, public libraries and educational institutions. Thus it is an effective way to evaluate the
concept of research and make effective outcomes.
In this given primary research, primary and secondary method are used to collect data for
completion of project in an effective manner.
Quantitative Research: It is the systematic investigation of observation through
mathematical, statistical and computational techniques. Quantitative research aims to develop
and imply various theories, models and hypothesis. The data is received from present customers
by using online surveys, questionnaires, etc. The major limitation of this research is it does not
provide reason behind the participation of people in research and it takes a long time.
Qualitative Research: It is a market research that aims to obtain data from
communication. There are various methods deigned by evaluating the perception and behaviour
of customers (Mamic, 2017). The different types of qualitative research are content analysis, in-
depth interview, ethnographic research and case study. This research provides descriptive results
and effective outcomes and results are obtained using this research.
In completion of this research, researcher has adopted qualitative method of data analysis
for attaining desired outcome. This method has been adopted for identifying findings on the basis
of human perception.

Sampling: In the present research, random sampling method has been chosen by
investigator for finalising respondents from the population size (Manning, 2013). For this
research, 30 respondents have been selected.
QUESTIONNAIRE
1.) Do you think that globalisation aid Pizza Express in expanding its
business in international market?
Frequency
Yes 18
No 12
2.) Is it necessary for examine the ethical, cultural and economical impact of
globalisation for developing policies by Pizza Express. ?
Frequency
Yes 15
No 15
3.) Which strategy will Pizza Express use to expand their business at global
scale?
Frequency
Goal-setting and objectives 14
Team building 16
4.) What are the issues Pizza Express will face while introducing its business
into new market?
Frequency
Maintaining security and confidentiality 10
Maintaining brand reputation 12
Preventing business from Piracy and Hacking 8
5.) What are the advantages Pizza Express can gain by shifting their business
in global market?
Frequency
Increase brand recognition and trust 12
Enhance customer base and their retention 8

Promote business in vast area 10
6.) Which media channel Pizza Express will choose to promote its business? Frequency
Facebook 15
Instagram 15
7) Does the product provided by Pizza Express is delicious for existing
customers?
Frequency
Yes 20
No 10
8) What are the economic benefits gained by Pizza Express by introducing
globalisation into business ?
Frequency
Free trade agreement 15
Reduce import tariff and non-tariff barriers 15
9.) Are existing customers are satisfied with the services rendered by Pizza
Express ?
Frequency
Yes 12
No 18
10.) Provide some effective recommendation to Jaguar to fulfil preferences
and demand of new customers to run business successful in Cape Verde,
Africa marketplace...
CHAPTER 4: DATA ANALYSIS
Theme 1: Concept of globalization
1.) Do you think that globalisation aid Pizza Express in expanding its business in
international market?
Frequency
Yes 18
No 12

Interpretation : From the above report, it has been interpreted that globalisation is the
concept of expanding the business in the international market for gaining more and higher
profits, so according to 18 respondents global business environment will aid the company in
moving their business at global scale, while on the other hand the rest of the users doesn't think
so.
Yes No
0
2
4
6
8
10
12
14
16
18
18
12
Column B

Theme 2 : To move business into new marketplace.
2.) Is it necessary for examine the ethical, cultural and economical impact of
globalisation for developing policies by Pizza Express. ?
Frequency
Yes 15
No 15
Yes No
0
2
4
6
8
10
12
14
16 15 15
Column B

Interpretation: From the above graph, it has been interpreted that, in order to move
business into new era, it is essential for a company to analyse impact of globalisation on its
operational activities, as this will help in analysing ethical, cultural and economical influence of
globalisation in positive manner, for launching business in global market. According to 15
respondents it is necessary and as per the rest users it is not esential.

Theme 3 : Strategies for globalising its business
3.)Which strategy will Pizza Express use to expand their business at global
scale?
Frequency
Goal-setting and objectives 14
Team building 16
Goal-setting and objectives Team building
13
13.5
14
14.5
15
15.5
16
14
16
Column B

Interpretation : From the above graph, it has been interpreted that to expand the
business in effective manner, it is crucial for the company to made plan of action or the effective
strategies. According to 16 respondents, Pizza Express will use Team building strategy to expand
their business, while on the other hand, rest thinks that Goal setting strategy will be used by the
company to shift their business.

Theme 4 : Issues faced by Pizza Express.
4.) What are the issues Pizza Express will face while introducing its business
into new market?
Frequency
Maintaining security and confidentiality 10
Maintaining brand reputation 12
Preventing business from Piracy and Hacking 8
0
2
4
6
8
10
12 10
12
8
Column B

Interpretation : From the above graph, it has been interpreted that many issues and
challenges are face by the company Pizza Express, and from them 12 respondents replied that
maintaining the reputation of the brand was major issue for the company, and according to 10
respondents maintenance of security is the huge challenge of the organisation.

Theme 5: Benefits by globalising business.
5.) What are the advantages Pizza Express can gain by shifting their business
in global market?
Frequency
Increase brand recognition and trust 12
Enhance customer base and their retention 8
Promote business in vast area 10
Increase brand recognition and trust
Enhance customer base and their retention
Promote business in vast area
0
2
4
6
8
10
12
12
8
10
Column B

Interpretation : From the above graph, it has been interpreted that according to 12
respondents increase brand recognition and trust is the main benefit which pizza express can gain
by moving their business in global market. On the other hand, the remaining users thinks that the
other advantages are more beneficial to move their business at global scale.

Theme 6: Social media channels for promoting business.
6.) Which media channel Pizza Express will choose to promote its business? Frequency
Facebook 15
Instagram 15
Facebook Instagram
0
2
4
6
8
10
12
14
16
15 15
Column B

Interpretation : From the above graph, it has been interpreted that it is important to
advertise the product to gain the attention of more customers, so to promote their brand, pizza
express will use Facebook social media channel as responded by 15 respondents. While
according to the rest, Instagram is to be used by the company to promote their brand.

Theme 7 : Products of Pizza Express.
7) Does the product provided by Pizza Express is delicious for existing
customers?
Frequency
Yes 20
No 10
Yes No
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation : From the above graph, it has been interpreted that according to 20
respondents, the product of pizza express is delicious and yummy. While, the rest deny the
statement because they are not satisfied with the quality of product.

Theme 8: Globalisation provides various economic benefits
8) What are the economic benefits gained by Pizza Express by introducing
globalisation into business ?
Frequency
Free trade agreement 15
Reduce import tariff and non-tariff barriers 15
Free trade agreement
Reduce import tariff and non-tariff barriers
0
2
4
6
8
10
12
14
16 15 15
Column B

Interpretation : From the above graph, it has been interpreted that globalisation provides
various economic benefits such as Free trade agreement and reduce import tariff and non-tariff
barriers etc. So, according to 15 respondents Free Trade Agreement is the main benefit provided
by globalisation. While, rest of the responders respond that the other economic benefits are more
beneficial.

Theme 9 : Pizza Express offer satisfied services
9.) Are existing customers are satisfied with the services rendered by Pizza
Express ?
Frequency
Yes 12
No 18
Yes No
0
2
4
6
8
10
12
14
16
18
12
18
Column B

Interpretation : From the above graph, it has been interpreted that 12 respondents are agree
and satisfied with the services provided by Pizza Express, and rest of the responders are not
satisfied with the services of pizza express as according to them their services are very slow.

CHAPTER 5: CONCLUSION & RECOMMENDATIONS
Conclusion
It has been analysed from the given report that a business is affected by economic,
cultural and ethical changes that occur in the organisation. These factors majorly affect the
profitability and efficiency of business operations if the organisation is working at global level.
There are several issues and benefits of globalisation on growth and development of industry. It
is important for the company to evaluate the preferences of consumers before starting business in
their area. For doing so, the firm undergoes a research to evaluate the various factors involved in
the industry development. In the conduction of this research, qualitative data collection is used
to gather information. An effective questionnaire is prepared to collect information from
respondents in authentic and reliable manner and and achieve the aims and objectives of the
research.
Recommendation
There are few recommendations which are to be considered by PizzaExpress before
expanding their business globally. PizzaExpress ensures to make their customer satisfied and
happy and making profits in business globally. It is the responsibility of the management of
PizzaExpress to effectively expand their market in foreign countries. Some of the
recommendations are given below-
 It is advisable for management of PizzaExpress to provide services in globally and
evaluating social, cultural and economic factors before establishing business there.
 The company should ensure to provide quality pizzas and food items, great ambience to
customers worldwide if it wants to become globally known brand.
 Doing business globally is not an easy job so it is recommended to management of
PizzaExpress to make effective strategies to be implemented in order to achieve success
globally.

CHAPTER 6
PERSONAL REFLECTIVE STATEMENT
Reflect on the research methods used in the project
As per the research, it has been analysed that concept of globalisation should be
understood by each individual for knowing about the topic of project. On the basis of my
evaluation, I faced many experiences in the collection of data and completing this project. I have
concluded research on PizzaExpress which is a restaurant chain of UK and provide pizza and
food service in the country. At the initial stage of this research, it was not easy for me to estimate
money involved in the conduction of the project. After starting the business gradually I was able
to evaluate where to invest and what to do in order to get effective outcomes from the research.
According to me, the time which I had for the conduction of research was not sufficient and I got
less time to do this project effectively. I have chosen primary method to collect data for the
research for getting feasible research. Research developed my communication skills and
knowledge about globalisation.
Research method that could have been used in the project
There is always a chance of performing task by using an alternate method to make more
effective results. In the present scenario, it has been analysed that researcher has used
questionnaire to collect data of sample population. This is an open ended method where the
researcher asks questions related to the concept of project and respondent has to answer them
according to him. It is not effective in providing the best outcome therefore it can be said that
investigator could have used face to face interviews to analyse thoughts and views of
respondents more clearly. This method will definitely provide actual knowledge and perception
of respondent. By using this method the researcher could have conducted research more
effectively.
Areas for further research
By doing this research, the investigator has developed communication skills and
interaction skills. If the researcher get a chance to conduct research in future he can make more
effective results. After conducting this research the overall skills are enhanced of the person.

This research is about globalisation and impact of it on food industry. In future the investigator
can grab more information about globalisation impact on other sectors of industry.

REFERENCES
Books and Journals
Bharwani, S. and Jauhari, V., 2013. An exploratory study of competencies required to co-create
memorable customer experiences in the hospitality industry. International Journal of
Contemporary Hospitality Management. 25(6).pp.823-843.
Claro, D. P., Neto, S. A. L. and de Oliveira Claro, P. B., 2013. Sustainability drivers in food
retail. Journal of retailing and consumer services. 20(3). pp.365-371.
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Fuad-Luke, A., 2013. Design activism: beautiful strangeness for a sustainable world. Routledge.
Goodman, D. and Watts, M., 2013. Agrarian questions: global appetite, local metabolism: nature,
culture, and industry in fin-de-siecle agro-food systems. In Globalising food (pp. 12-34).
Routledge.
Hanson, D., Hitt, M. A., Ireland, R. D. and Hoskisson, R. E., 2016. Strategic management:
Competitiveness and globalisation. Cengage AU.
Haufler, V., 2013. A public role for the private sector: Industry self-regulation in a global
economy. Carnegie Endowment.
Kumar, V., Sharma, A., Shah, R. and Rajan, B., 2013. Establishing profitable customer loyalty
for multinational companies in the emerging economies: a conceptual
framework. Journal of International Marketing, 21(1), pp.57-80.
Mamic, I., 2017. Implementing codes of conduct: How businesses manage social performance in
global supply chains. Routledge.
Manning, L., 2013. Corporate and consumer social responsibility in the food supply
chain. British Food Journal, 115(1), pp.9-29.
Young, E. M., 2013. Food and development. Routledge.
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