The Impact of Globalization on Marketing

Added on - 22 Nov 2020

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Research Project-Globalisation
TABLE OF CONTENTSTitle : Effect of globalization on marketing activity – A case study of Tesco...............................1ACTIVITY 1 RESEARCH PROPOSAL........................................................................................1Aims and objectives...................................................................................................................1Research questions.....................................................................................................................1Reason for choosing the topic....................................................................................................1Literature Review.......................................................................................................................1Activities and Time scale............................................................................................................2Research approaches and methodologies...................................................................................3REFERENCES................................................................................................................................5
Title : Effect of globalisation on marketing activity – A case study of TescoACTIVITY 1 RESEARCH PROPOSALAims and objectivesAim : To analyze the effect of globalization on marketing activity of firm – A case study ofTesco.Objectives:To identify the challenges faced by Tesco in promoting goods or services in internationalmarket.To examine the relationship between marketing and globalization.To suggests Marketing strategies for Tesco to improve performance in global market.Research questionsWhat are the challenges faced by Tesco in promoting goods or services in internationalmarket.?What is the relationship between marketing and globalization ?Which Marketing strategies Tesco can adopt in order to improve performance in globalmarket?Reason for choosing the topicThe rationale for selecting the topic is that continuous increase in the globalization anddue to which many companies in retail industry is facing various challenges in promoting theirproducts or services at international level. Scholar wants to help Tesco in identifying theappropriate strategies for dealing with such challenges.Literature ReviewAccording to the view of Kim and Chao,(2018), Globalization has positive impact on themarketing activity of firm, as it allows an enterprise to promote products at global level. Theauthor De Mooij,(2018) argues that globalization has negative effect on the marketing activitiesof company, this fact can be proved as due to cultural differences marketing manager might facedifficulty in designing thew strategy for promoting brand. As per the opinion of Yoboue, Yi andAntwi, (2018), global market threats and opportunities can be considered to be as effect of1
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