Globalisation's Impact on Marketing: British Telecom Report

This report examines the positive economic, cultural, and ethical impacts of globalisation on the marketing department of British Telecom, a multinational telecommunications company. The introduction defines globalisation and its influence on businesses, particularly in the UK. The research focuses on how globalisation affects British Telecom's marketing activities, including the generation of profitability, workplace diversity, and ethical business practices. The report outlines the research aim, objectives, and plan, including a project management plan, cost analysis, scope, and time frame. It details the research methodology, encompassing primary and secondary research methods, qualitative and quantitative approaches, and data collection strategies such as questionnaires. The report also addresses ethical considerations and sampling strategies, providing a comprehensive analysis of globalisation's impact on British Telecom's marketing operations. The report uses a case study approach to provide an in-depth analysis of the impacts of globalization on British Telecom's business operations. The research methodology includes the utilization of Gantt charts, and Work Breakdown Structure.

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INTRODUCTION
Globalisation is considered as the process of interaction of individuals, government and
organisations across national boundaries. It has also modified working pattern of business as well
as the way through which they manage managerial activities at international markets. Influence
of globalisation also impacts over different functions of organisation which contributes in their
success (Crane and Matten, 2016). Present report is based on British Telecom, a multinational
telecommunication company based in London, United Kingdom. This telecommunication
company is large in size and founded in 1969 and mainly provides mobile telephony, broadband
internet, digital television, fixed line telephony etc to its customers in international market. The
main purpose of this assignment is to analyse positive economic, cultural and ethical impacts of
globalisation on marketing department of British telecom.
Write about the following:
Positive impact of Globalisation in general to the businesses in the UK:
 Economic Impact: Globalisation give various advantages to organisations in increasing
productivity of business by moving it in international marketplace. Through trading
commodities across territorial region, a company can generate high profitability. This
leads to improve and enhance economy of country as well.
 Cultural Impact: When a company moves its business on global scale then it requires to
give employment to people of different background. This would create diversity at
workplace which helps in developing creativity in products and services. This will aid
organisations in offering innovative and creative products to customers as well.
 Ethical Impact: In order to introduce globalisation within business, a company also
requires making modification in existing code of conduct, policies and strategies. This
would help in operating business in ethical manner.
Background of research
Globalisation is considered as the interaction of two or more countries for the purpose of
trade of goods and services. It has been analysing that there are numerous of factors such as
cultural, ethical and economical of globalisation which impacts over organisational functions.
Mainly globalisation is impacting over marketing functions of organisation as its difficult for
this department to manage their operational activities in international markets. In context to
First page must contain.. name surname student,unit number and the name of the work,words
counter!!!

British Telecom, the company belongs to telecommunication sector and operates its business in
approximately 180 countries. The main of purpose of this research is to understand cultural,
economic and ethical impact of globalisation over marketing function of this company. It can be
said that mainly this company is availing its product and services in international market which
is influencing its marketing as well as other managerial functions (Boserup, Tan and Toulmin,
2013). In this regard, researcher has formulated relevant aims and objective in order to identify
actual of impact of globalisation over marketing function of British Telecom.
Research Aim
“To determine the positive economic, cultural and ethical impacts of globalisation on
marketing department of an organisation” A case study on British Telecom
Research Objective
 To identify the main factors determine Globalisation
 To determine the impact of Globalisation on business activities of British Telecoms
 To relationship between globalisation and economic growth of British Telecoms
Research Plan
Project Title “To determine the positive economic, cultural and
ethical impacts of globalisation on marketing
department of an organisation” A case study on British
Telecom
Project Plan: A project management plan is document that clearly specifies that how an
project is executed, evaluated and controlled. It is a brief summary of an overall project
which reflects planning documents, management plan etc.
Company Name: British Telecom
Cost Financial fund is considered as the backbone of
every project as it contributes in successful execution of
research report in effective manner. In this research

project of British Telecom, researcher have estimated
its approximate £300 for conducting an effective
research that will be helpful in identifying true
information for this research.
Scope This is one among the essential factor of project
planning that is required to be acknowledged while
identifying future scope of this research. It has been
identified that after conducting this research, the
company will be easily able to execute its marketing
activities in international market. This will also
contribute in achievement of future goals of company
with more profitability level.
Time It is considered as the most essential asset which helps
in achieving success for research topic. It is important
for researcher to plan every activity effectively and then
decide its satisfactory time limit (Idowu and et. al.,
2013). In this regard, researcher who is conducting an
effective research for British telecom have specified
that they will take approximately 2 months in order to
conduct an effective research with satisfactory outcome.
Quality In this factor major concern of investigator is to
execute whole project with quality. In this regard, it is
important for researcher to choose best quality of
technology and promotional activities in order to wind
it up in effective manner.
Communication It is essential for organisation to communicate all the
necessary details of the project with its related
employees and related person that will be affected with
its execution. In context to research of British Telecom,

researcher will convey each and every detail to its team
mates in order to execute an effective research.
Risk Every Business is consisting of lots of hurdles
and risk which stops them in becoming successful. In
relation to the research of British Telecom, the main of
risk of this research could be unsupportive factors
which do not in international market. It can be said that
marketing activity of every area is different which
creates difficulty for companies to establish their
businesses in international market.
Resources For completing this research of British Telecom, it is
important for researcher arrange required resources.
These resources include human resources, raw
materials, equipment’s, appropriate amount of funds
and technologies
Type of Research
Primary and Secondary Primary research method: In this method of data
collection researcher collects information from
respondents personally. This gathered information is
first hand and authentic as there is no mediator between
researcher and respondent. As per evaluation, it has
been observed that researchers use various sources for
gathering information that is questionnaire, interview,
observation, focus group, field trials etc. Among all
these stated sources, it has been realised that researchers
are giving main priority to questionnaire as respondents
only have to answer certain questions according to

their state of mind from the available option (Turker
and Altuntas, 2014). It can be said that this method is
time consuming but provides true and relevant
information which beneficially in finding out solution
for research.
Secondary research method: In this
methodology of data collection, investigator gathers
information from previous studies or researches which
have been conducted in the past. It has been analysed
that main concern of researcher is to find out true
information within less period but without
compromising with quality of result (Lee, Olson and
Trimi, 2012).
Qualitative and Quantitative Qualitative research: This method of research is
helpful in analysing attitude and behaviour of person.
This method is basically used to grab deep knowledge
over specific subject. In this qualitative research,
researcher uses observations, photographs etc for
identifying true result. It can be that qualitative research
method is giving preference to facts and views. As per
evaluation it has been realised that researchers are using
interviews and other methods in which they can easily
analyse that response of respondent. As a result, it
contributes in finding out true solution for aim of
research.
Quantitative research: Quantitative research is
mainly based on numerical and statistical data for
evaluating overall research. But it has been analyzed
that this methodology is helpful when there are large
number of people or respondents whose data can be
used for evaluation process (Hoejmose and Adrien-

Kirby, 2012). This method is moreover practical as
compared to qualitative research as it give preference to
numerical data which contributes in attaining desired
outcome of research.
Gantt chart:
It refers to a chart which contains a series of horizontal lines that depict the unit of
production and amount of work done within a time period in relation with the operation that have
been planned for that time period (Kapferer, 2012). A Gantt chart is basically used in project
management for providing a graphical illusion of schedule that help project manager to plan,
track and coordinate project for achieving objectives behind it.
Work breakdown structure: -
It refers to a chart under which the critical work components are presented to determine
the relationship between them and within the project and these components are generally known
as task of the project. Work Breakdown Structure help a project manager to effectively manage
the team work into more manageable section.

Research Methodology
It refers to the part of whole project which helps in executing whole research in positive
manner. This methodology is adopted by researcher to gather information from different sources
on specific topic. This collection of information in based on chosen aims and objective of
project.
Data Collection
It is the methodology in which researcher adopts various authentic sources for gathering
information related to require to topic. In this research, investigator have adopted primary and
secondary sources of data collection.
Questionnaire
It is a set of various questions which are prepared by researcher to understand point of
view of respondents.
Sampling strategy, Sample size
Sample size: It is the number of observation which have been selected from total
population on the basis of which statistical inference will going to be made in future. In this
research for British Telecoms, researcher have chosen 40 respondents as its sample size. It can
be said that these respondent are stakeholders of the company that means customers, employees,
top management, and other business related person. This sample size will help researcher in

understanding point of view of respondent and as a result an whole outcome can be concluded on
the basis of these respondents point of view.
Sampling method: Sampling method is simply consist of various of methodologies
which are chosen by investigator for selecting its participants from whole population. It is mainly
of three types Cluster Random Sampling, Simple and Stratified. In this research of British
Telecom, researcher have chosen random sampling method.
Ethical consideration
Ethics are mainly considered as the set of norms or code of conduct which helps the
individual in evaluating what is right or wrong. In relation to research, it is essential for
researchers to follow their own ethical values in order to complete this research properly. Ethical
consideration for researcher states that it is important for researcher to use confidential
information of respondents for research purpose only. They can not share with it any one and if
in case they are required to use it, they have to take permission first.
As per the above stated methods, it has been identified that researcher have used qualitative
research method for its research. In this, questionnaire is chosen by researcher in order to
understand actual opinion 40 respondents on 8 questions with suitable options. As a result, it will
contribute in attaining appropriate outcome for research purpose.
Questionnaire
Q 1) Are you aware with the concept of Globalisation?
a) Yes
b) No
Q 2) What is the importance of globalisation for British Telecom?
a) Improves sales
b) Enhancement in usage of technology
c) Increases profitability
Q 3) Does Globalisation helps in economic development of nation?
a) Agree
b) Disagree
Q 4) What are the major challenges of globalisation?

a) ) Increasing competition
b) technology
Q 5) What are the main tools of supporting globalisation?
a) Foreign Direct Investment
b) International trade
c) Removing trade barriers
Q 6) Does globalisation impact on world civilization?
a) Yes
b) No
Q 7) What are the major factors that have contributed to globalisation and marketing
activities?
a) Difference in tax rates
b) Technological change
c) Economies of scale
Q 8) What are the major components that have resulted in globalisation?
a) Reduction in government control
b) Communications
c) Consumer Demand
Q 9) Does globalisation leads to change in marketing activities?
a) Agree
b) Disagree
Q10) Provide some recommendation for British Telecoms in order to maximise its
profitability
Total Population: It is a total of potential customers who have been finalised for
conducting an effective research. For this research, investigator have chosen approximately 100
participants for understanding their perception regarding issues of research.

Secondary research:
Secondary sources of data collection include books, online articles, journals, magazines,
newspapers etc. In addition to this, it can be said that collected information can be used as
authentic because it is the result of other researchers.