Globalization and Business Success: A Case Study of Cadbury

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RESEARCH PROJECT

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Research topic..............................................................................................................................1
Background of the research.........................................................................................................1
Research aims and objectives......................................................................................................2
Research rationale........................................................................................................................2
Research questions.......................................................................................................................3
Literature Review............................................................................................................................4
Globalization definition and meaning.........................................................................................4
Benefits of globalization for business..........................................................................................4
Limitations of globalization for business....................................................................................5
Research methodology.....................................................................................................................7
Introduction..................................................................................................................................7
Research philosophy....................................................................................................................7
Research approach.......................................................................................................................7
Sampling method.........................................................................................................................8
Research design...........................................................................................................................8
Research method..........................................................................................................................8
Data collection method................................................................................................................9
Sampling method.........................................................................................................................9
Data analysis method...................................................................................................................9
Ethical issues...............................................................................................................................9
Data analysis and interpretation.....................................................................................................11
Research outcome..........................................................................................................................19
Findings.....................................................................................................................................22

Conclusion.................................................................................................................................23
Recommendations......................................................................................................................24
Reflection and recommendation....................................................................................................26
Reflection...................................................................................................................................26
Recommendation.......................................................................................................................26
Conclusion.....................................................................................................................................27
References......................................................................................................................................28

Introduction
Research topic
The research topic is related to the globalisation in which it is analysed that “How globalisation
can drive the business success”.
Background of the research
Globalisation in the business context can be defined as a process by which every organisation
enhance its market value and share in this competitive world. Globalisation will provide
international opportunities to organisations for expanding their business operations in the
emerging market. The current research will be conducted in the context of Cadbury who adopted
the process of globalisation and enhanced their business in different countries (Zaki and Rashid,
2016). Cadbury is the leading confectionery organisation based in London, England. They are
dealing in a different range of products such as- chocolate, coffee, tea etc at the international
level. The research will analyse the role of globalisation in the success of Cadbury and how it
influences the customer’s choices for enhancing their brand value.
Globalisation opportunities encourage the leading organisation to expand its business range in
other countries by getting into an emerging market. A multinational organisation who is already
well-established in the market can grab the opportunities by structuring their business activities
and strategies as per the international market need. The leading brands can organise their
operations and functions in the global production so that goodwill and reputation of the brand
can be improved in the market. Globalisation in the context of Cadbury helped them to get high
success in its growth and development because globalisation provides technology development
opportunities to an organisation through which they conduct international marketing for
promoting their products and services (Wirtz et al, 2015).
Globalisation also helps the organisation to improve its strategies such as- pricing, product
development and marketing strategies. Market research conducted in the context of the global
market also helps Cadbury to analyse the current trend and demand in the market. Based on
market research, the further decision for adopting international strategies can be analysed by the
Cadbury and its management team. The research project also focuses on the improvement in the
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Cadbury’s employees when they entered in the global or emerging market. The market analysis
supports the organisation to analyse its customer behaviour towards the product and services of
Cadbury so that the organisation can take business expansion decisions (Epstein, 2018). So,
overall research background is based on the analysing the role of globalisation in the context of
Cadbury success.
Research aims and objectives
Research aims and objectives are based on the selected research topic so that accurate
information about the globalisation in the context of Cadbury can be collected. Following is the
research aim and objectives which will help the researcher to conduct the further research:
Research aim: Aim of the research is based on evaluation how globalisation help leading
organisations to get success in the international market such as- Cadbury. Research evaluates the
role played by globalisation for Cadbury to enhance their business growth in the international
market.
Research objectives:
 To analyse the role played by globalisation and opportunities provided by globalisation to
the multinational organisations
 To evaluate how globalisation drive the success and growth of the Cadbury through
which they enhanced their business in the international market
 To analyse the benefits or advantages received by Cadbury when they adopted
globalisation opportunities to enter in the emerging market
 To analyse the globalisation challenges and its impact on the Cadbury success along with
the strategies they can adopt to overcome the challenges
Research rationale
The rationale of the research covers the further scope and use of the information that is collected
from the research. Based on the data and information collected from the research further growth
and development of Cadbury can be planned. The research topic is related to analyse the
globalisation role to get success for the Cadbury and how they deal with their success to enhance
their market value. This research is effective for the leading organisations that are now planning
to enter the global market by using globalisation opportunities. The research and its information
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help the organisations to use the research information in the expansion of the product and
services. Globalisation is the wider definition because this covers long process and procedure for
the organisation to enter the international market by which they can adopt the strategies to meet
the international market needs (Crane et al, 2019). With the help of this research, the importance
of globalisation in the Cadbury context will be analysed that helped to analyse the role of
globalisation in Cadbury to make them successful in the global market. The research also focuses
on the analysing the benefits and advantages that Cadbury achieves through using the
globalisation process for spreading their brand products and services awareness in the market.
Further, research also focuses on the challenges and its impact on the growth of the business
through which sometimes the negative impact is also faced by the organisation. Based on the
identified challenges, there are some recommendations also provided to the Cadbury so that they
can overcome the risk factor from their success.
Research questions
Research questions or research hypothesis will be set to provide proper direction to the research
so that research will be conducted to analyse the answers of the research questions. Following
are the research questions that are based on the set research topic, research aim and research
objectives:
 What are globalisation and its opportunities that help multinational organisations to enter
in the international market?
 What is the role played by globalisation in the success factor of Cadbury and how they
used globalisation opportunities to enhance their brand value in the international market?
 What are the advantages and benefits achieved by Cadbury after using globalisation
opportunities?
 What are the challenges and its impact that are faced by Cadbury while expanding their
business in the international market? What are the strategies Cadbury can adopt to
overcome the globalisation challenges?
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Literature Review
Globalization definition and meaning
According to Beck, (2018), globalization is the interaction and integration procedure in the
people, organizations and organizations across the nation. Globalization is the products,
technology, information and jobs spread across the global culture and borders. In terms of
economy, it explains the nation interdependence around the globe fostering by trading free along
with. The economic globalization is how the nation is coming together as big global economy
creating easier international trade. In 20th century, majorities of the countries agree on contract of
low tariffs or goods import taxes from other countries. Globalization shows the phenomenon of
unavoidable in mankind history that is creating the world small and small by enhancing the
goods exchange, information, services, culture and knowledge among several countries.
In everyday life, globalization procedure has been mainly changed in the routines life also as it
brings the communication easy on the common platform without impacting any culture. The
main globalization idea was adopted because of interdependence in nations. To make the cross
border transaction easy for people, good and services; globalization is well under way Pieterse,
(2019). Moreover, there are several elements that arises the globalization needs are transportation
improvement as cost of large cargo shipment has been reduced and many more likewise.
Benefits of globalization for business
According to Stiglitz, (2017), globalization has various benefits such as free trade, free
movement of labor, increased scale of economies, higher competition and raised investment. The
free trade benefit of the organization is the manner for countries to share resources and goods. It
shows that organization such as Cadbury can share their products internationally which they are
already doing it that increases product specialization by having competitive edge. Through this
trade, several successes that the organizations can get is reasonable good offerings, more
alternatives can be given to the customers, big market of export for organizations like Cadbury
manufacturers, economies of scale by being able to expertise in various goods and higher
competition.
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The labor free movement has raised the labor migration by offering benefits to both the
employees and host countries. If the organization sees that the globalization is suitable where
large number of unemployment is high in the country then it means they have good opportunities
of getting easy workforce. This procedure of labor migration supports in lowering down the
geographical inequality. This has been very useful for the EU, with various Eastern European
workers moving west Wheelen et.al. (2017). It also supports the business to meet the shortage of
labor to fill the vacant position. The economies of scale will also become specialized for the
organization as it allows the business to produce in various parts of world. This specialization
allows in giving low cost averagely that ultimately offers fewer prices to the customer end.
Wood, (2016) stated, higher competition will be offered to the organization working globally and
it will enable to increase their competencies from the foreign organizations. It has also allowed
raising the investment levels as it has made simple for the organizations to influence short and
long term investment. MNCs organizations like Cadbury have the major role in managing the
developing countries’ economies. Globalization has also made the communication easy due to
easy networking and reduction of cross boundary restrictions for goods and people movements.
Limitations of globalization for business
According to Meyer, (2017), globalization benefits the wealthy organizations more in
comparison with poor. It means tariffs above 70% present in few products. Until borders
restrictions are eliminated completely, the globalization benefits are still the challenge for the
organizations. The organizations that have power to use all the policies of globalization will also
get the benefits from the same. The organizations which have huge funds will see their accounts
rising continuously. Globalization can lower down social safety net programs that means with
reducing of cross boundary restriction there will be slightly shift in social programs to the
advantages to the other countries by ignoring home country needs. The globalization can develop
the new politics system and this problem can transform to the global economy in which only the
richest and major influential will impact the regulations that will ultimately impact the every
organization.
The businesses going globalization will not prevent the resource consumption and their objective
is to make equalization in population consumption pattern across the nation. As high resources
are needed for the organizations to adopt the globalization there might be chances that huge
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resources can also be wasted or not placed at the proper location. The globalization will make the
organizations to cheat the individual as they can serve fewer goods at the prices placed.
Globalization will like to centralize the necessary resources distribution so that resources can be
allocated properly no fraud can be there. With only the fewer controlling access, the negative
impact on the population can be greater when boundaries are reduced. Globalization does not fix
the skills lacking Teagarden et.al, (2018). For the future the employment is dependent on
robotics, programming and artificial intelligence and due to these organizations has to train the
employees to meet the advance technology. Jobs which needed repeat functions will soon be
wiped opportunity for the developing country. Therefore, organizations have to give the
vocational development opportunities with proper globalized structure.
From the above limitations, it can be said that organizations has more benefits of adopting the
globalization rather than focusing on the limitations. Because through meeting up with the
benefits the challenges will be automatically removed or reduced. The organizations like
Cadbury is already the globalized brand that serves around the globe and they are successful in
their business and have potential to cover the uncovered parts of the nation where expansion of
them is still not done Oyevaar et.al, (2016). On this context, Cadbury has more positive impact
of globalization as they have skilled human workforce, necessary capital and resources to
interact and sell their products through the retail outlets. It is recommended to the organizations
to hire the legal advisors in order to overcome the restrictions in concern with any regulations.
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Research methodology
Introduction
Research methodology means the various techniques application to be conducted for the study. It
is significant as it supports in meeting the research objectives. The study main purpose is to
gather the suitable information in the interpretative and analytical manner. It will include several
tools, approaches, techniques to complete the study. Research philosophy, research design, data
collection method, sampling technique along with the ethical consideration will also be
presented.
Research philosophy
There are majorly three approaches that the researcher can apply as per the situation and needs of
the researcher. The philosophies are realism, positivism and interprevitism. Realism research
philosophy is based on the idea of reality independence from the mind of human. It is relied on
scientific approach assumptions to the knowledge development. In short, direct realism shows
the nation by personal senses of human (Flick, 2015). Interprevitism means to interpret the study
components and indicates the interest of the human in the study. As per this philosophy, the
focus is more on the qualitative analysis in comparison with the quantitative one. But in the
current context, the researcher will consider the positivism approach that in the whole study it
concentrates on both faces of the coins and shows more positive characteristics of the study. This
philosophy will take into account the whole subject of the study covering every phase.
Research approach
Inductive and deductive are the two approaches that can be taken by the researcher to complete
the research. Inductive approach is related to the new theory generation emerging from
information but deductive approach is the testing theory (Kumar, 2019). In the present scenario,
the most suitable research applied by the investigator is deductive research approach. The reason
for taking this research is that it evaluates and examines the questions of the research as per the
problems given in priority.
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Sampling method
There are several sampling methods that are stratified sampling, cluster sampling, random data
sampling and statistical sampling. In the present research, the investigator will take into account
the simple random sampling technique in order to collect the sample size. The sample size
selected is to be 30 employees from the Cadbury to have understanding on the topic of
globalization for achieving business success. Cadbury is the big organization having large
number of workforce and due to this investigator has to select the sample size as not every
employee can participate in the research.
Research design
The three types of the research design are exploratory, descriptive and casual. Exploratory
research design is carried out for the issues that have not been read more clearly, intends to
develop priorities, create operational descriptions and manages the final research design.
Exploratory research supports in determining the suitable research design, methods of data
collection and subjects selection. Casual research design is also referred as explanatory research
design includes the investigation related to cause and effect relationship (Thomas, 2017). To
identify the causality, it is significant to examine the variations in the variable predicted to cause
the change in rest of variable and then accordingly determines the change in other variables.
In the present study, the descriptive research design is dependent on the subject features and
characteristics undertaken in discussion. It will help in developing the hypothesis that gives
efficient results and outcomes. However, from this, the researcher will create the research design
and then appropriately conducts the activities of interpretation and analysis.
Research method
Research methods are of three types like- qualitative research, quantitative research and mixed
research method. Qualitative research method mainly used by the researcher by they want to
collect theoretical information through which accurate information about globalisation can be
analysed. Quantitative research is applied when a researcher wants to collect numerical and
practical information about the globalisation. But, when a researcher wants to gather both types
of information thee researcher apply mixed research method by conducting qualitative and
quantitative research (Bell et al, 2018). The researcher under this research carried out
quantitative research so that reliable and accurate information or data can be collected. With the
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help of quantitative research numerical data is collected so that accurate views of the respondents
can be analysed. Based on the numerical information provided by quantitative research also
helped the researcher to provide effective outcome and recommendations.
Data collection method
Data collection is the method that is applied to gather the data related to the globalisation and its
role in Cadbury success so that the outcome and result of the research can be analysed. The
secondary data collection method is used to collect the information from the books and journals
that are already published by any other author. The primary data collection method is applied
when new information about globalisation needs to be collected. The researcher selects the
primary data collection method for this research so that the quantity of information about the
research topic can be collected (Bernard, 2017).
Sampling method
Data analysis method
Data analysis is the procedure of transforming the data with the objective of discovering the
needed information. After collecting of information, it is important to analyze the information in
the systematic manner. Data analysis has two methods prominent that are qualitative and
quantitative research. Every method has its own techniques. Observations and interviews are
qualitative research forms while surveys and experiment are forms of quantitative research
(Quinlan et.al. 2019).
The data will be analyzed through tables by which graphs will be prepared using MS excel. This
software will allow bringing the interpretation of the respondent’s responses. The data analysis
will be supportive in drawing the conclusion and findings of the entire study. There are other
alternatives also available to the researcher for analysis but the most appropriate one is MS excel
to draw the tables and graphs in the study.
Ethical issues
The present study had been carried out in effective and ethical way. The reliability and accuracy
in gathering the information by applying the primary resources is also been taken completely.
The information in relation to employees to be kept safe and secure so that it is not leaked and
privacy is also assured. The information collected is free from the biases and employees had not
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