How Globalisation Drives Business Success: A Study on Cadbury

This research project explores the role of globalisation in driving business success and operational efficiency. It focuses on Cadbury, a multinational confectionery company, and examines the benefits of globalisation in terms of cultural integration, access to resources, and technological advancements. The project aims to understand how globalisation supports a business in achieving success in the marketplace.

UNIT 11 RESEARCH
PROJECT

TOPIC:- “How globalisation can drive business success”. A study on
CADBURY.
CHAPTER 1: INTRODUCTION
Research overview
Globalisation is a process of integrating economies of two countries by improving
relations among them for minimizing the cross border barriers in order to have effective
operations in international waters. The activities related with globalisation increases along with
enhancing technology and transportation as it simplify the way of performing trade practices for
the organisation. This in turn provide opportunity to several organisations for expanding their
business within international market which in turn further support in reaching to larger number
of customers which are divided over several geographical location (Bendell, 2017). Such
practices support a business to achieve success within its marketplace. There are number of
benefits that an organisation get after entering into the global market which includes integration
of cultural practices, high skilled employees, broader customer base, raw material at low cost,
access to technological advancement. These all are the factors that assist an organisation in
achieving greater success at marketplace by providing them the advantage over which they can
fight with the competition which is already present in market (Verger, Lubienski and Steiner-
Khamsi, 2016). For investigating over the topic how globalisation support a business to achieve
success at marketplace, CADBURY is taken into consideration which is a larger multinational
confectionery organisation operating its business at several different locations throughout the
world and also become successful.
Research background
Globalisation is one of the most prominent practices that majority of organisation adopt
in order to gain success and obtain competitive edge. This is so because by entering into a global
market an organisation get access to larger number of resources and expertise that are available
at different part of the world in relatively lower price and much easily. This in turn support
toward achieving growth and success (Ayers and Odegaard, 2017). The current research project
is based on CADBURY, a British multinational confectionery company which is ranked over
second position after Mars. It was firstly get established in Brimingham, England as a shop for
tea, coffee and drinking chocolate later started manufacturing chocolate and sourcing it

throughout the world with the help of its retail channels. Though it can be said that globalisation
support a business in achieving growth and success at global market when it manages its
business operations in effective manner (Thomé and Medeiros, 2016). As such practices support
in approaching larger number of customers and offering its products or services to a broader
market share through global expansion which in turn increase profitability that results into
organisational success.
Research Aim:
“To understand the role of globalisation in driving business success by dealing with
operational inefficiency”. A study on CADBURY.
Research objectives
 To determine the role of globalisation in enhancing operational efficiency of an
organisation.
 To analyse the ways with which organisational can deal with operational inefficiency at
international level.
 To ascertain the relationship between globalisation of operation and increasing
productivity of organisation
Research questions
 What is the role of globalisation in enhancing operational efficiency of an organisation ?
 What are the ways through which organisational can deal with operational inefficiency at
international level ?
 What relationship does globalisation of operation shares with increasing productivity of
organisation ?
Rationale
The main aim behind conducting this project is to develop an understanding regarding the
major factors to which an organisation get benefited when enter into global market and ways
through which it support in achieving growth and success. The information presents through this
research project help several businesses in formulating better strategy to deal with the challenges
present in global market so that success can be achieve.

CHAPTER 2: LITERATURE REVIEW
Literature review refers to the activity of assessing the data that get published earlier over
the similar topic, in order to gain understanding as well as determining the nature of study for
further proceeding the work (Charles, Schmidheiny and Watts, 2017). The literature review
support in creating a base over a particular area of study over which the investigator can further
proceed for conducting primary information as it help in directing the investigator over a
conducting primary information.
The role of globalisation in enhancing operational efficiency of an organisation
According to the view point of Sead Talovic, Hasan Mahmutović, Safet Kurtovic, 2017,
globalisation is a multidimensional phenomenon which brings up several changes to an
organisation in term of its benefits, growth and operations that are essential for a business to
operate in new market. It state that the globalisation widen the scope of mutual relationship
among the national economies such as increase in movement of goods, capital, workforce and
foreign direct investment. By improving the interconnectedness of different nations it work
toward reducing the transportation and communication cost while removing the artificial barrier
related with the flow of product, services, skills, knowledge, capital and people across border.
This in turn support in improving the operational efficiency of an organisation as by entering into
global market an organisation get access to several resources, skills, knowledge and man power
which in turn help in simplifying the operations (Wirtz and et. al., 2016).. Additionally also
contribute toward improving the quality of work by integrating the knowledge and skills of
people belong to different background as well as culture for appropriate work can be performed
in more effective as per the requirement of customer within the marketplace. Therefore, it can be
said that the globalisation results into the explorable integration of national state, market and
technologies along with man opportunity to spread of free market capitalism over particularly all
the countries within world. This brings up several opportunity to an organisation where it can get
access to several different technologies (Shahbaz and et. al., 2016). It can use in order to enhance
the quality of its operations either by simplifying the work of employees or by minimizing the
chances of error by involving the advanced technology or machineries for performing its
operations. Hence, globalisation plays a significant function within improving or enhancing the

operational efficiency by providing them access to advancement in term of technology,
knowledge and resources as there integration directly influence the quality of operations.
The ways with which organisational can deal with operational inefficiency at international level
As per Epstein, 2018, Globalisation is a leading concepts that become a major factor
within the operations of a business as it directly affect the economy, environment, customers
demand, society and business life as well by brining changes within the market. As a result of
which these changes in market place convert into demand of consumers as when they get access
to new or more effective product they started expecting something more better from their traders.
This in turn require changes within the operations and quality of offering from an organisation
toward their customers in order to achieve sustainability at marketplace and organisation that
fails to adopt get end up with operational inefficiency which somewhat restrict them to satisfy
the need and want of its customers. The majority of changes are being anticipated due to frequent
changes in technology and information transfer. Hence by incorporating with them it become
easier to an organisation to improve its operational efficiency.
As CADBURY extended its business operations to several different countries, its
expansion supported the organisation in getting access to different knowledge, skills and
technology. This in turn help CADBURY in improving the taste and flavour of its products as
well as adding new products to the category with the support of knowledge, skills and followings
of other people in different countries (Hunter, Saunders and Constance, 2016). This further
support CADBURY in extending its product range to offer in a manner that cater need of
different people which result into its success at global market. Therefore, by adopting the
methods like:
Exchange of technology:- The most striking manifestation of globalisation that an
organisation get is the use of advanced technology which is available at different nation. So, in
order get advancement within the operations in order to remove operational efficiency an
organisation must focuses toward expanding its business within a market which offer a quick and
easy access to technology as it directly help in enhancing the level of performance.
Knowledge/Information transfer:- Information is consider to be more valuable product
which ensure the effective execution of work within the organisation (Reilly and Williams,

2016). It can be transferred or exchange from one country to another as by getting access to new
knowledge an organisation get easily adapt with the changing need of market. Hence in order to
improve its operational efficiency an organisation can expand its business and hire the expertise
who can guide them over improvement within their operations.
The relationship between globalisation of operation and increasing productivity of organisation
According to the information presented by Carol Newman, 2019, global integration
serves company with number of benefits through promotion of competition as well as trade
within market for the good that get traded internationally. When an organisation get a exposure
to rivals present in market place the competitive pressure has created the necessity for an
organisation to operates closure to the technology as well as quality of operation that its
immediate rivals are being offering so that it become able to survive in that particular
marketplace. Additionally, this increased integration leads to flow of finance through
multinational corporation who brings up technological innovations (O'brien, 2019). This directly
affect the whole productiveness by transferring the best practices technology frontier and also
makes it harder for other small player in industry to adopt or incorporated in its business
operations. Hence, it can be said that when an organisation enter into global marker then in order
to survive in new market it require to improve its operation in order to become able to deliver the
same quality of services as its rivals are being offering to gain sustainability at marketplace. This
in turn further support in improving the overall productivity of an organisation that contribute
toward reducing the risk as well as competition that is present in new marketplace.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is basically areas of investigation that present an information
regarding several type of methods and strategies which are used to gather, arrange, interpret and
present the data within effective manner so that desired outcome can be achieved (Flick, 2015).
Following are the tools and techniques that get used within this research:
Research Philosophy:- The research philosophy consist of set of belief and techniques
that help in understanding the important and relevant context for developing understanding in
respect of current study area. For conducting an investigation three type of research philosophies
are mainly used such a positivist, pragmatist and interpretivism (Gioia, Corley and Hamilton,

2013). Among them Interpretivist philosophy is taken into consideration as it enables researcher
to determine the view point of people in more effective manner.
Type of investigation:- An investigation is performed by considering two methods
which are qualitative and quantitative. In these two qualitative investigation is one that focuses
toward assembling the information by considering theories and concept to explain about the
study area. On the other hand, quantitative investigation help in gathering the data in the form of
numerical fact and figure in order to represent the accuracy of a particular event (Green, Camilli
and Elmore, 2012). From these qualitative means of investigation are taken which assist in
presenting information by using a theoretical framework to represent detailed information about
study area.
Sources of data collection:- In order to get accomplishment of research goals and
objectives it becomes difficult for investigator to adopt right source for gathering information.
There are two major sources used for performing an investigation such as primary and
secondary. Among them primary information is one which came into existence for the very first
time for particular topic and not recognized by any individual (Mackey and Gass, 2015). It is
mainly collected using questionnaire, survey, interview, focused group etc. On other side
secondary information is one which is already gathered by some another person on similar topic
and now it is used to enhance knowledge about a topic. This information is gathered through
books, journals, article, online sources etc. For this project both primary and secondary method
of investigation will be taken into consideration where primary content will be gathered using
questionnaire and secondary information will be collected by online sources such as through
conducting literature review.
Sampling:- It is a method of choosing small group of individuals in order to gain info in
a manner that represent whole population. The sampling is mainly performed using two methods
such as probabilistic and non-probabilistic (Kumar, 2019). Among them probabilistic approach
will be used as it holds equal chances of selection of each individual. This will also help in
avoiding any kind of bias behaviour that gather more accurate and reliable data. So, in this
investigation random sampling method will be used under probabilistic approach where the
respondent size would be 10 manager.
Research reliability and validity- The data presented within the investigation is more
reliable and valid as the information is gathered from authenticated sources which ensures

reliability and accuracy of data. Additionally updated information is collected and represented
within the report so that most accurate data can be presented without any sort of modification.
Hence the data presented within report are most reliable and accurate.
Research strategy:- This is an important part of research methodology as it help
investigator in collection of appropriate information (Mackenzie and et. al., 2012). There are
number of strategies such as case study, questionnaire, market research, interview etc. For this
research questionnaires are used which helps in gathering larger number of information from
several people at a single time period. The questionnaire of this report is mentioned below:
Q1. Are you aware about the benefit that an organisation get with the help of globalisation?
a) Yes
b) No
Q2. Does globalisation help an organisation for achieving growth and success?
a) Yes
b) No
Q3. Which kind of impact does globalisation of business practices have over the performance of
CADBURY?
a) Positive
b) Negative
c) Neutral
Q4. What are the several benefits that CADBURY get with the help of globalisation?
a) Larger customer base
b) Approach to advancement
c) New market to operate
Q5. What kind of challenges CADBURY may face that are related with its operations at global
level?
a) Competition
b) Different regulatory practices
c) Cultural barrier
Q6. Among the following over which ground does globalisation provide opportunity to

CADBURY?
a) Technological
b) Financial
c) Man power
Q7. Does globalisation support CADBURY in removing the operational inefficiency for its
business operations?
a) Yes
b) No
Q8. What are the several ways through which CADBURY can enhance its operational
efficiency at global level?
a) Advancement of technology
b) Access to more fund
c) Cultural integration
Q9. In what manner does globalisation practices support CADBURY in enhancing its level of
productivity?
a) Positive
b) Negative
c) Neutral
Q10. Recommend the ways through which CADBURY can enhance its business success and
growth at global level?
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Q1. Are you aware about the benefit that an organisation get
with the help of globalisation?
Frequency
a) Yes 8
b) No 2
Q2. Does globalisation help an organisation for achieving
growth and success?
Frequency
a) Yes 8

b) No 2
Q3. Which kind of impact does globalisation of business
practices have over the performance of CADBURY?
Frequency
a) Positive 6
b) Negative 2
c) Neutral 2
Q4. What are the several benefits that CADBURY get with the
help of globalisation?
Frequency
a) Larger customer base 5
b) Approach to advancement 3
c) New market to operate 2
Q5. What kind of challenges CADBURY may face that are
related with its operations at global level?
Frequency
a) Competition 5
b) Different regulatory practices 3
c) Cultural barrier 2
Q6. Among the following over which ground does globalisation
provide opportunity to CADBURY?
Frequency
a) Technological 5
b) Financial 2
c) Man power 3
Q7. Does globalisation support CADBURY in removing the
operational inefficiency for its business operations?
Frequency
a) Yes 8
b) No 2
Q8. What are the several ways through which CADBURY can Frequency

enhance its operational efficiency at global level?
a) Advancement of technology 6
b) Access to more fund 2
c) Cultural integration 2
Q9. In what manner does globalisation practices support
CADBURY in enhancing its level of productivity?
Frequency
a) Positive 7
b) Negative 1
c) Neutral 2
Theme 1 : The benefit that an organisation get with the help of globalisation
Q1. Are you aware about the benefit that an organisation get
with the help of globalisation?
Frequency
a) Yes 8
b) No 2

Interpretation: As per the above mentioned information 8 out of 10 respondents said yes
that globalisation help in providing benefit to the organisation. On the other hand 2 respondents
said that they are not aware about the benefit that an organisation get with the help of
globalisation. From this it has been identifies that major number of people in population are
aware of the benefits that an organisation mainly get by expanding its business at global market.
This is so because with the expansion of business operation an organisation quickly get access to
larger number of resources which in turn provide them a benefit to deal with competition as well
as larger number of challenges to achieve success as a result of which it become able to succeed
in new market.
Theme 2 : Globalisation help an organisation for achieving growth and success
Q2. Does globalisation help an organisation for achieving
growth and success?
Frequency
a) Yes 8
b) No 2
a) Yes b) No
0
1
2
3
4
5
6
7
8
8
2
Frequency

Interpretation: From the given data it has been identified that the 8 out of 10
respondents thinks and says that global expansion of a business help an organisation in achieving
growth as well as success at marketplace. On contrary 2 respondents said no that globalisation
doesn't assist in achieving the growth and success as it is totally depend over the manner in
which it deliver its services in the target market. From this it has been found that majority of
people said yes to this, as globalisation of business operation brings up several opportunity to
business such as larger customer base to offer services, access to advancement in term of talent,
knowledge, skills, resources, technology etc. These all contribute toward enhancing the
performance of organisation which in turn results into the success of an organisation.
Theme 3 : Impact does globalisation of business practices have over the performance of
CADBURY
Q3. Which kind of impact does globalisation of business
practices have over the performance of CADBURY?
Frequency
a) Positive 6
a) Yes b) No
0
1
2
3
4
5
6
7
8
8
2
Frequency

b) Negative 2
c) Neutral 2
Interpretation:- The globalisation of business operations have a direct influence over the
performance of CADBURY by providing it access to new market which consist of several
challenges as well as opportunity and organisation have to deal with it by improving its
performance. By evaluating the gathered information from the respondents it is identified that 6
out of 10 answerer said that globalisation brings up positive influence over the performance of
CADBURY as it provide a broader market to offer product or services and as a result of which it
become able to sale more and more product to enhance its profitability. On other hand 2
respondents said that globalisation brings up negative impact over the performance of
CADBURY as each market is separate from each other term of its taste and preferences as per
cultural differences. This in turn affect the performance of CADBURY in marketplace if the
products are not as per the customers taste. But 2 respondents said that the influence of
globalisation at CADBURY is neutral to its performance as global market access brings up both
opportunity as well as challenges to the company.
a) Positive b) Negative c) Neutral
0
1
2
3
4
5
6
6
2 2
Frequency

Theme 4 : The several benefits that CADBURY get with the help of globalisation
Q4. What are the several benefits that CADBURY get with the
help of globalisation?
Frequency
a) Larger customer base 5
b) Approach to advancement 3
c) New market to operate 2
Interpretation: - From the above mentioned information it has been identified that
globalisation brings up several benefit to CADBURY which supported it in achieving a
sustainable position within the marketplace. Hence, by gathering information from the
respondents it has been identified that 5 out of 10 answerer says that the benefits CADBURY get
with the help of globalisation is larger customers base. On the other hand 3 respondents said that
globalisation of business supported CADBURY in approaching the advancement in term of
technology, resources and knowledge which further support it in enhancing its operational
efficiency as well as performance. But 2 respondents said that with the help of globalisation,
a) Larger customer base
b) Approach to advancement
c) New market to operate
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
3
2 Frequency

CADBURY will get new market to operate its business which brings more more sale and more
profit to the organisation.
Theme 5 : Challenges CADBURY may face that are related with its operations at global level
Q5. What kind of challenges CADBURY may face that are
related with its operations at global level?
Frequency
a) Competition 5
b) Different regulatory practices 3
c) Cultural barrier 2
Interpretation: - The global expansion brings up several challenges to an organisation
which affect its sustainability and performance at marketplace. By performing investigation over
CADBURY regarding this it has been identified 5 out of 10 answerer says the competition is
leading barrier that CADBURY have to face while performing its operations at global level. But
on the other hand 3 respondents thinks different regulatory practices would be the major issue for
a) Competition
b) Different regulatory practices
c) Cultural barrier
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
3
2 Frequency

CADBURY as each country or market follows different legislator regulations to operates
business. While 2 respondents said that the cultural barrier would be the major issues as each
market follows different culture which directly influence the choice or preference of customers
toward product or services. Hence, majority of people believe that competition is the major
issues that CADBURY may face at global level as with globalisation it enters into new market
where company has to face competition from local as well as international player. Therefore, it
remains a major challenges in front of CADBURY while performing its operations at
international level.
Theme 6: Ground over that globalisation provide opportunity to CADBURY
Q6. Among the following over which ground does globalisation
provide opportunity to CADBURY?
Frequency
a) Technological 5
b) Financial 2
c) Man power 3
a) Technological b) Financial c) Man power
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
2
3
Frequency

Interpretation: - As per the data collected presented above it has been determined the
number of opportunity that CADBURY will get with its business expansion at global level. Over
this 5 respondents said that it will get benefit over technological ground by getting access to
advanced machineries. On other side, 2 said that it will get benefit over financial ground as
CADBURY get access to new investors, profit, sales etc. While 3 said that it will get benefit over
man power ground as it get access to high skilled and competent workforce. From this it is
known that majority of people approves technological ground as by expanding business to new
country they get access to advanced technology which help in enhancing its operational
efficiency.
Theme 7: Globalisation support CADBURY in removing the operational inefficiency for its
business operations
Q7. Does globalisation support CADBURY in removing the
operational inefficiency for its business operations?
Frequency
a) Yes 8
b) No 2

Interpretation: - As per information mentioned it has been identified that 8 out of 10
respondents said yes that globalisation support CADBURY in removing the operational
efficiency for its business operations. This is so because by entering into global market it become
easier for the CADBURY to improve its level of performance by getting access to new
knowledge, technology, skills and man power that help in enhancing the operational efficiency.
While 2 respondents said no to this as globalisation doesn't help in improving operational
efficiency until and unless the strategies are as per the market situation.
Theme 8 : Several ways through which CADBURY can enhance its operational efficiency at
global level
Q8. What are the several ways through which CADBURY can
enhance its operational efficiency at global level?
Frequency
a) Advancement of technology 6
b) Access to more fund 2
c) Cultural integration 2
a) Yes b) No
0
1
2
3
4
5
6
7
8
8
2
Frequency

Interpretation: - From the above data collected it is said that 6 out of 10 respondent
thinks that by adopting advanced technology for performing its work, CADBURY can enhance
its operational efficiency. But on the contrary 2 respondents said that globalisation support a
business to get access to more fund which in turn help in improving operational efficiency the
resources get easily available to perform operations. But 2 said that cultural integration ensure
integration of knowledge, skills and capability that improves the operational efficiency. From
this it has been found that technological advancement is consider as best way to enhance
operational efficiency.
Theme 9 : Globalisation practices support CADBURY in enhancing its level of productivity
Q9. In what manner does globalisation practices support
CADBURY in enhancing its level of productivity?
Frequency
a) Positive 7
b) Negative 1
a) Advancement of technology
b) Access to more fund
c) Cultural integration
0
1
2
3
4
5
6
6
2 2 Frequency

c) Neutral 2
Interpretation: From the data above and it is interpreted that 7 out of 10 respondents
said that globalisation of business support in brining positive impact over enhancing the
productivity of CADBURY. While 1 said that it bring negative impact over productivity of
organisation but 2 said that it remains neutral in term of level of productivity. From this it has
been found that majority of people said that it bring positive impact as with globalisation it
become easier to bring changes in operations which in turn further help in producing and
delivering the product or services as per customers demand. Hence support in enhancing
productivity.
a) Positive b) Negative c) Neutral
0
1
2
3
4
5
6
7
7
1
2
Frequency

CHAPTER 5: RESEARCH OUTCOME
Covered in PPT
CHAPTER 6: REFLECTION & RECOMMENDATION FOR
ALTERNATIVE RESEARCH METHODOLOGY
Recommendation
From this research it is concluded that number of issues that CADBURY may see at the
time of taking its operations at global level which influence its success at marketplace. But for
dealing with these issues following are some things that are recommended to CADBURY for
achieving success at marketplace while improving efficiency,
 CADBURY must regularly provide training to its employees so that they become aware
about the working pattern and customer preference of new market while getting
integrated with culture of new market.
 CADBURY must regularly upgrade technology which it uses for its product or services
in order to remain ahead in competition and deal with the changing demand of customers.
This in turn support company in getting survive within the marketplace by dealing with
all the challenges currently present in front of them within new market.
These both actions will support CADURY in enhancing its operational efficiency within
new marketplace and at the same time support in attaining competitive edge and success. The
information regarding this investigation is assembled by using questionnaires for collecting
primary information. But in future when similar kind of investigation performed then it is
suggested that researcher must make use of interview as an alternative method because it provide
an option to have a face to face interaction with respondents that support in collecting larger
amount of information that results into accomplishment of research goals and objectives.
Reflection
I am very happy that I got a chance to work on such unique and knowledgeable topic
which not only support me in increasing my researcher ability but also support me in improving
my knowledge in respect of globalisation and manner in which it support in achieving business

success. While performing this research I learned about several new tools and methods that are
being used to gather the information and present it in effective manner in order to achieve aims
and objectives behind it. Despite of all this I found several issues while performing this
investigation such as time was limited, respondents are not ready to revert over my questionnaire
but them I provide them with ethical form which make it clear that they are safe even though
they answer against the organisation as their personal identity will not be revealed. Hence, after
all these issues I tried my best and be able to complete my report on timely manner.
CHAPTER 7: CONCLUSION
From the report it can be summarised, globalisation plays a important role in driving
organisational success by providing them access to larger number of resources, fund, technology,
knowledge and skills. These all contribute toward improving the level of performance and
quality of operations performed by employees that further result into aligning the product or
services of an organisation with the demand of consumers in marketplace. By performing
investigation over this topic it has been identified that majority of people believes that there are
several way that can be adopted by an organisation in order to improve their operations at global
level. These includes advancement of technology, access to more fund and cultural integration
that are related with the growth and development of an organisation. But other than these benefit
there are certain situation that an organisation have to face at international level Competition,
different regulatory practices as well as cultural barrier

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Books & Journals
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ON_ON_THE_PERFORMANCE_OF_THE_COMPANY_THE_CASE_OF_COMPA
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