Marketing Practices of M&S: Globalisation's Cultural Impact Analysis

This report analyzes the positive cultural impacts of globalization on the marketing practices of Marks and Spencer (M&S), a leading British fashion retailer. The study begins by outlining the research aim, objectives, and questions, focusing on how globalization influences retail functions and M&S's marketing strategies, and the challenges faced. A project management plan is presented, detailing costs, scope, time, quality, communication, risk, and resources. The report includes a work breakdown structure and a Gantt chart to illustrate project timelines. The research methodology employs a descriptive research design with an inductive approach, utilizing both primary (surveys) and secondary data. Qualitative data analysis, specifically thematic analysis, is applied. Ethical considerations and research limitations are also discussed. The report concludes with an analysis of data collected through questionnaires, identifying key impacts such as increased customer base, international sales growth, and challenges like language barriers. Recommendations for reducing these challenges are also provided, offering insights into the future of M&S's marketing in a globalized world.

Managing a
Successful Business
Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Devising project aim and objectives for the chosen topic.....................................................1
P2. Producing the project management plan...............................................................................1
P3. Work breakdown structure and a Gantt chart........................................................................2
LO 2.................................................................................................................................................4
P4. Application of qualitative and quantitative research methods..............................................4
LO 3.................................................................................................................................................5
P5. Appropriate tools and techniques for analysing data............................................................5
P6. Drawing conclusion and providing recommendations........................................................14
LO 4...............................................................................................................................................14
P7. Reflection on the value of undertaking research.................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
APPENDIX....................................................................................................................................17

INTRODUCTION
In the present era, it is globalisation which has boosted output of economies and provided
new opportunities to businesses to increase their scope. It has proved to be a boon for businesses
as well as customers. There are plenty of positive implications which globalisation has provided
to organisations irrespective of sectors they are operating in (The impact of globalisation on
international business, 2018). In the present study, main emphasis is given on the retail sector of
UK where globalisation has rendered numerous benefits on different functions of organisations
with positive economic, cultural and ethical impacts. To be specific, topic that will be studied
here is analysing the positive cultural impacts of globalisation on marketing practices of Marks
and Spencer (M&S) which is one of the leading British fashion retailers based in the UK.
LO 1
P1. Devising project aim and objectives for the chosen topic
Research Aim – To analyse the positive cultural impacts of globalisation on marketing practices
of retail organisations – a case study on Marks and Spencer, UK
Research Objectives
 To identify the cultural impacts of globalisation on functions of retail organisations
 To analyse the influence of cultural impact of globalisation on marketing practices of
M&S
 To understand the challenges that company face due to cultural impact of globalisation
Research Questions
1. What are the cultural impacts of globalisation on functions of retail organisations?
2. How does marketing practices of M&S get influenced with cultural impact of
globalisation?
3. What are the challenges that company face due to cultural impact of globalisation?
P2. Producing the project management plan
Project management plan is prepared with an aim to provide a comprehensive baseline
regarding objective to be achieved along with the way to attain and measure same. It is formal
document that helps in guiding the implementation and control of project.
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 Cost – One of the most important parts of project management plan is to estimate overall
costs associated and reaching at the final conclusion. Here, total baseline costs are
included while, expenditures are mainly divided into labour costs, direct expenses and
assets impacts (The Project Management Plan (PMP), 2018).
 Scope – To build a project management plan, scope in particular plays a significant role
by which foundation for understanding is set by the decision maker and down the line,
development regarding results of project is done.
 Time – Time is also an essential aspect that has to be kept in mind while building a
project management plan as to meet the set deadline timely is highly important (Nakano
and et.al., 2018.). If all tasks decided to be carried out will not be accomplished in their
stipulated timeframe then there will be chances of delay in gaining final outcomes.
 Quality – It is crucial for to maintain quality of project by following set standards that
must be met along with managing the compliance of deliverables. Non-compliance of
quality standards may lead project to serious repercussions based on the delivery as well
as acceptance (Papadimitriou, 2018).
 Communication – Further, for effective project management plan, it is important to
manage various working relationships to identify the stakeholders and their level of
interest so that their expectations can be effectually met.
 Risk – While conducting project management plan, it is vital to assess the associated
risks along with their likely impacts so that any issues that may occur while reaching at
the final results can be predicted and solved on time (The Project Management Plan
(PMP), 2018).
 Resources – To analyse the need of resources is an important aspect of project
management plan as without having sufficient financial, physical and human resources,
to implement the same is not possible.
P3. Work breakdown structure and a Gantt chart
Work breakdown structure is basically the way to divide team’s work in different sections in a
hierarchical decomposition of work which team is supposed to follow to reach the final goals in a
timely and efficient manner. It is presented in such a way that is easily understandable by the
team as it is clearly defined and organised (PANNEERSELVAM, 2014). On the other hand,
Gantt chart can be referred as the sequence of activities with their specified timeframe in which
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each has to be completed with their start and finish data to attain the set target within specified
deadline.
Figure 1: Work Breakdown Structure
Table 1: Project Timeline
Task Name Duration Start Finish Predecessors
Research project 94 days Thu 06-12-18 Tue 16-04-19
Planning for the research 24 days Thu 06-12-18 Tue 08-01-19
Finding the research topic 10 days Thu 06-12-18 Wed 19-12-18
Making subjective problem
statement 6 days Thu 20-12-18 Thu 27-12-18 3
Setting time frame for the
allocation of resources 8 days Fri 28-12-18 Tue 08-01-19 4
Implementation of plan 61 days Wed 09-01-19 Wed 03-04-19
Critical review of literature 16 days Wed 09-01-19 Wed 30-01-19 5
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Choosing appropriate research
methodologies 18 days Thu 31-01-19 Mon 25-02-19 7
Calculation of the costs 7 days Tue 26-02-19 Wed 06-03-19 8
Analysis of data and interpretation 20 days Thu 07-03-19 Wed 03-04-19 9
Evaluation of results and outcomes 11 days Thu 07-03-19 Thu 21-03-19 9
Project closer 18 days Thu 06-12-18 Mon 31-12-18
Presenting conclusion and
recommendations 9 days Fri 22-03-19 Wed 03-04-19 11
Proper documentation of results 7 days Thu 04-04-19 Fri 12-04-19 13
Submission of report 2 days Mon 15-04-19 Tue 16-04-19 14
Gantt chart
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LO 2
P4. Application of qualitative and quantitative research methods
Research Methodology
It can be referred as the systematic and theoretical analysis of methods that are going to
be used to conduct the study. It is a process used to collect, analyse and interpret information and
data with an aim to reach at the final and accurate conclusion (Research Methodology, 2018).
Research Design
This is a framework of methods and techniques under which the whole study is being carried out
in a reasonable logical manner to solve the research problem. In the present study, descriptive
research design is used as it is a theory based study. Thus, to describe the situation in detailed
manner and gaining in-depth insight of variables of study, this research design is selected
(Costley, Elliot and Gibbs, 2010).
Research Approach
It can be termed as a plan and procedure which provides a sense of the real world as it is
a well-defined and comprehensive method which helps in developing the theories and concepts
from empirical studies (Saunders, Lewis and Thornhill, 2012). Present study is based on
inductive research approach being qualitative in nature that proves to be helpful in developing a
pattern of meaning based on gathered information.
Research Philosophy
This can be stated as a belief regarding the manner in which information based on
variables of study will be gathered, analysed, interpreted and used. It is the development of
knowledge about subject of study with its nature as well as source. Interpretevism research
philosophy is selected for present qualitative study i.e. for analysing positive cultural impacts of
globalisation on marketing practices of M&S with the help of which small sample will be
selected to make in-depth study on same (Kumar, 2014).
Data Collection
Primary and secondary; both the sources are for present study wherein for gathering primary
data, survey method is selected which is conducted through tool of questionnaire so that first
time information can be collected. Further, under secondary sources, online and published
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articles with journals and books of different authors based on subject of study are referred (Flick,
2011).
Sampling
Under probability sampling, a small sample of 30 employees of marketing department of
Marks and Spencer is selected with the help of random sampling technique where each
respondent was having equal probability to get selected (Achari, 2014).
Data Analysis
Qualitative method of data analysis is used for the present study based on analysing positive
cultural impacts of globalisation on marketing practices of M&S which is a theoretical subject.
Tool of thematic analysis is used here which focuses on specifying, analysing and then recording
different themes based on subject and then interpreting the same (Gray, 2009).
Ethical Considerations
Major ethical consideration to be followed in the present study is related to the
information as whatever data is collected from respondents has to be kept confidential and
should not be disclosed to any third party (Pettey, Bracken and Pask, 2017). Also, it should be
used for the purpose of study only and must be true to the knowledge of respective individual.
Research Limitations
Main limitations of research associated with present study are related to cost, time and
information. While gathering data from secondary sources, there are always some websites
which require making payment to get access, leaving of which involves the risk of skipping some
important information. Also, it is difficult to collect, analyse and interpret entire data available
due to having stipulated time limit (Goward, 2015).
LO 3
P5. Appropriate tools and techniques for analysing data
Questionnaire
Name:
Designation:
1. Since how many years Marks and Spencer has been working overseas?
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1-9 years □
10-19 years □
20-29 years □
More than 30 years □
2. Globalisation has increased your company’s opportunities to increase customer base
worldwide.
Yes □
No □
3. Does culture of different nations affect the functioning of marketing practices in your
company?
Yes □
No □
4. Company has achieved its marketing goals effectually in different nations due to cultural
impact of globalisation.
Strongly disagree □
Disagree □
Neutral □
Agree □
Strongly agree □
5. According to you, what is the main positive cultural impact of globalisation on marketing
practices of M&S?
International sales growth □
More sales revenue in foreign markets □
Increased profits with minimum marketing costs □
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Effective utilisation of marketing and selling resources □
6. What according to you is the satisfaction level of customers with international marketing
practices of M&S?
Highly unsatisfactory □
Unsatisfactory □
Neutral □
Satisfactory □
Highly satisfactory □
7. What is the major positive cultural impact of globalisation on marketing practices of M&S?
Improved relations □
Rise in the sales □
Increased revenues □
High goodwill of business □
8. What is the major negative cultural impact of globalisation on marketing practices of M&S?
Increase in competition □
Difficulty in forecasting demand □
Uncertainty of markets □
Unpredictable changes □
9. As per you opinion, what is the major challenge that company faces due to cultural impact of
globalisation?
Language barrier □
Increased cost of operations □
Conflicts due to employee diversity □
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Rise in competition □
10. Kindly recommend suitable strategies to reduce the challenges that company faces due to
cultural impact of globalisation ____________________________________________________
Thematic Analysis
1. Marks and Spencer is working overseas more than 30 years.
1-9 years
10-19 years
20-29 years
More than 30
years
0 2 4 6 8 10 12
No. of respondents
Interpretation
The above figure shows that Marks and Spencer is operating in market since a long time
and having its overseas presence and operations from more than 30 years as per responses gained
from maximum employees from the chosen sample size. It clearly shows that company must be
having high impact of globalisation directly or indirectly on its functions as operating in more
than one nation means to have influences on business with respect to their profits, customer base,
competition, etc.
2. Globalisation has increased company’s opportunities to increase customer base worldwide.
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Yes
No
0 5 10 15 20 25
No. of respondents
Interpretation
It can be seen from the above figure that Marks and Spencer has gained a lot of
opportunities in markets through getting globalised which ultimately resulted in increasing the
customer base. As company is having presence worldwide due to globalisation, it has gained the
benefit of large customer base which is leading firm to earn higher profits and revenues.
3. Culture of different nations affect the functioning of marketing practices in M&S.
Yes
No
0 2 4 6 8 10 12 14 16 18 20
No. of respondents
Interpretation
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