Economic Impact of Globalisation on Sainsbury's Marketing Strategies

This report analyzes the positive economic impacts of globalisation on Sainsbury's marketing strategies. The study explores the effects of globalisation on various business functions, including economic, cultural, and ethical aspects, and assesses the advantages and challenges faced by Sainsbury's. ...Read More

What are the positive
economic impact of
globalisation on marketing for
Sainsbury's

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Aim of the project:-.....................................................................................................................1
Objectives:-.................................................................................................................................1
Project management plan.................................................................................................................1
Research approach and methodologies............................................................................................4
Small scale research:- .....................................................................................................................5
Qualitative Analysis....................................................................................................................5
Quantitative Analysis..................................................................................................................7
RECOMMENDATION:- ..............................................................................................................15
CONCLUSION .............................................................................................................................16
Performance Review......................................................................................................................16
REFERENCES..............................................................................................................................18
Appendix .......................................................................................................................................19

TOPIC:- Globalisation
INTRODUCTION
Globalisation is having a great impact on the marketing of various organisations and it is
creating the interdependence of world's economies brings cross boarder trade in goods and
services(Wright, 2016). Present study is based on Sainsbury's which is one of the largest chain of
supermarket in UK and was founded in the year 1869. Report will include an analysis of impact
of globalisation on different business functions of Sainsbury's and for the same report will
include project management plan. Report will include small scale research for collecting the
data. Report will include qualitative and quantitative research and different recommendation will
be given on that bases. At the end, report will also include performance review.
Aim of the project:-
 To analyse the impact of globalisation on different business functions. A case study on
Sainsbury's
Objectives:-
 To analyse the economic, cultural and ethical impacts of globalisation on different
business functions of Sainsbury's.
 To determine the advantages of globalisation on Sainsbury's.
 To identify the challenges that Sainsbury's faces during globalisation.
 To recommend appropriate strategies that Sainsbury's will adopt in order to overcome
challenges of globalisation.
Project management plan
Problem statement:- To analyse the respective challenges related to globalisation that
Sainsbury's is facing (Potrafke, 2015).
Cost:-
There are different activities that will have associated cost:-
Activities Cost
Data collection £600
Assembling of collected data £700
Arrangement of data £300

Interpretation of data £800
Approval of data £400
Total cost £2800
Scope:-
 Identification of different challenges that Sainsbury's will face in near future with respect
to globalisation Assessment of appropriate strategies that Sainsbury's have to adopt in near future to
overcome challenges of globalisation(Perraton, 2019).
Gantt Chart:-

Communication:-
In order make the research effective, it is very important have effective communication in
order to collect the respective data. The different methods of communication are as follows:-
 Researcher have to make face to face interaction in order to have reliability and viability
of different research topics. Different electronic modes have to be used in order to collect the appropriate data like
with the help of emails, social media platforms etc.
Risk management:-
There are different types of risk that are involved during this research and are as follows:-
 Less accurate financial allocation:- The impact of this risk is very high while probability
of its occurrence is somehow low. It may result to different consequence like financial
burden. So, Researcher have to allocate its financial resources effectively.
 Technical issues:- The impact and probability is very high as there are chances of loss of
confidential information and may make the project progress slow in order to achieve the
objectives. Data security is very important for Researcher in order to achieve the
respective objectives (Rusu, 2017).
 Poor communication:- The impact and probability is moderate for this risk but it may
result in miss interpretation of different collected data. Researcher have to maintain an
effective communication by more integration of different members.
Research approach and methodologies
The different research approach and methodologies are as following:-
 Research Type: Basically there are two types of research that is quantitative and
qualitative research and in the following project researcher will adopt both qualitative and
quantitative research as researcher have collected data with the help of both secondary
and primary data sources.
 Research Approach: Basically there are two types of approaches in research that are
inductive and deductive research. The Inductive approach is based on qualitative research
where different theories are taken into consideration and another approach is deductive
that includes quantitative research where hypothesis is tested. In the respective research
both inductive and deductive research is been done(Smith, 2015).

 Research Philosophy: There are two types of research philosophies that are Positivism
and interpretivism and in the respective project researcher have used both positivism and
interpretivism philosophy as both numerical data and qualitative data will be collected in
order to analyse and interpret the same.
 Data Collection: Researcher have two methods to collect the data that is with primary
sources or with the help of secondary sources. In the present research, collected data will
in from both the sources as both qualitative and quantitative data is been collected. In
order to collect quantitative data, researcher have prepared questionnaires and for
qualitative data different secondary sources have been used.
 Sampling: In the following research, the researcher will take 20 managers as its sample
size that are working in Sainsbury's and the respective interpretation and analysis will be
done on these samples only.
 Data Analysis: As researcher will carry both qualitative and quantitative analysis, it will
use thematic analysis for qualitative analysis where different diagrams, pie charts, bar
graphs will be used for interpreting the data in order to come to a respective
recommendation. For analysis of quantitative data different SPSS tools will be used in the
report (Quinlan and et. al., 2019).
 Ethical Consideration: Respective research will ensure about the quality of research,
that it is conducted by having ethical considerations while performing the research.
Proper citation and referencing have been included in order to follow the ethical
considerations.
Small scale research:-
Qualitative Analysis
Theme 1:- Economic, cultural and ethical impacts of globalisation and the advantages of
globalisation on Sainsbury's
According to Colen and Swinnen (2016), there are different impacts of globalisation with
respect to economic, cultural and ethical aspects. The economic globalisation is widespread
movement of goods, capital, technology etc. in international market and is having impact of
globalisation as it creates interdependence of national, regional and local economies all over the
market. With the improvement in long distance transportation and general agreements on tariffs

and trade, rate of globalisation have increased. Globalisation have increased the incomes and
economic growth of different countries.
Singh and Zammit (2019) argues that Globalisation have increased the competition for
many organisations including Sainsbury's and also resulted in many financial shifts. It also has
increased trade of different goods and services and also labour migration. Although, it has
benefited Sainsbury's in many ways but, it have created tough competition for the organisation
with emergence of different global brands. It is also been seen over the years that foreign direct
investment have expanded and have resulted in global economic inter-dependency.
Thomas (2017) stated that Globalisation is creating advantages to Sainsbury's as it
promotes the cultural awareness that leads to international co-operation and is beneficial to the
organisation as many other countries get aware of these cultural differences and brings
interconnectedness among different populations and cultures. Globalisation results in cross
cultural communication and may help Sainsbury's to have competitive advantage with effective
distribution of different products and services in global market. For Sainsbury's, globalisation
have created huge scope as many other countries are accepting its products and services with the
acceptance of cultural differences.
Ho and Fung (2016) argues that there are many negative impacts of culture on
globalisation as it has eroded national identity and there are many cultures that are dominating
other cultures in global market. It has resulted in erosion of homogeneous cultures. It is
dominating the national cultural as local market is also getting affected with cultural acceptance
of other global countries.
In contrast to this Morrison (2015) stated that there are different impacts of globalisation
on the work ethics of Sainsbury's as it weakens the policies of the organisation and increases the
corporate responsibilities for jobs. The globalisation is having great influence on stakeholders
and employees and it also impacts the customers and suppliers of the organisation. There are
many customers that switch the products and services that are offered by Sainsbury's as there are
many other global products available in market. Not only this, employees of the organisation also
leave the workplace as they are getting better pay in global market as compared with that of local
firms. As globalisation is increasing its scope in market, the marketing, finance, human resource
and other departments of Sainsbury's is facing different ethical issues. Globalisation creates
greater risks and lack of regulation in the organisation and exploitation among the employees. As

globalisation is creating cheaper price options for the customers, it directly affects the
profitability of Sainsbury's. It impacts the business functions as lack of regulation results in
exploitation of employees and employees do not work effectively.
Theme 2:- Appropriate strategies to overcome challenges of globalisation and appropriate
strategies that Sainsbury's have to adopt
According to Hanson and et.al., (2016) there are different strategies that Sainsbury's have
to adopt in order to overcome the challenges of globalisation so that organisation can have
competitive advantage in global market. Globalisation is creating challenge for Sainsbury's with
respect to economic dependency and company is dependent on many other global firms with
respect to labour and raw material, it creates dependency.
Paul, Parthasarathy and Gupta (2017) argues that in order to overcome the economic
interdependency, it is better for Sainsbury's to have an eye on different economic indicators.
There are different indicators on which organisation have focus in order to overcome challenges
that Sainsbury's is facing due to globalisation. These indicators are currency exchange rate and
PMI.
According to Zavattaro and Adams (2016), another challenge that Sainsbury's is facing
due to globalisation is Resource limitations and supply chains. As organisations are reaching the
global market, the resources are getting limited and it is becoming tough for the organisation to
manage its supply chain. In order to manage the same, it is very essential for Sainsbury's to have
cost effectiveness. A planning is required in order to avoid the challenges related to supply chain
and building an effective relation with the respective suppliers.
Quantitative Analysis
Theme 1:- Does Globalisation leads to labour migration
Answer Respondent
 Strongly agree 5
 agree 3
 Neutral 3
 Strongly disagree 5
 disagree 4

Interpretation:- From the above data is been interpreted that there are about 25% of managers
that strongly agree that Globalisation leads to labour migration. While, 25% disagree about this
statement. It is been interpreted that 15% are neutral and agree and on the other side 20%
disagree. Finally, it is been interpreted that Globalisation is leading to labour migration.
Theme 2:- what are the Positive Impacts of globalisation on economy
Answer Respondent
 Economic growth 6
 lower consumer prices 4
 Increase in income of employees 5
 Increase in trade 5
Strongly agree
agree
Neutral
Strongly disagree
disagree
0 5 10 15 20 25 30
25
15
15
25
20
Series1

Interpretation:- From the above data is been interpreted that there are about 30% of managers
who agree that economic growth is the Positive Impacts of globalisation on economy. However,
there are 25% of manager who think that it increase the trade and 25% think that it increase the
income of employees. On the other side, 20% think that it lowers the consumer price
Theme 3:- what are the Impacts of globalisation on Sainsbury's work ethics
Answer Respondent
 Weakens the policies of the
organisation
8
 Exploitation among the employees 6
 Increase in corporate responsibilities
for jobs
6
30
20
25
25
Economic growth
lower consumer prices
Increase in income of
employees
Increase in trade

Interpretation:- From the above data is been interpreted that there are about 40% of managers
that response that Impact of globalisation on Sainsbury's work ethics is that it weakens the
policies of the organisation. While, 30% on managers believe that it leads to Exploitation among
the employees and 30% think it increases in corporate responsibilities for jobs. Finally, it is been
interpreted that the Impact of globalisation weakens the policies of the Sainsbury's.
Theme 4:- Do you think Globalisation is creating more job options for employees
Answer Respondent
 Yes 14
 No 6
40
30
30
Weakens the policies of the
organisation
Exploitation among the
employees
Increase in corporate
responsibilities for jobs

Interpretation:- From the above data is been interpreted that most of the managers agree that
Globalisation is creating more job options for employees that is about 70% of managers agree
that job options are created more and more by globalisation.
Question 5:- what are the Impacts of Globalisation on products offered
Answer Respondent
 Products available at cheap price 12
 Products available with high quality 8
Yes No
0
10
20
30
40
50
60
70
80
70
30
Series1

Interpretation:- From the above data is been interpreted that most of the managers that is about
60% responded that Impact of Globalisation on products offered is that Products are available at
cheap price. While, 40% thinks that Products are available with high quality due to globalisation.
Theme 6:- what are the Challenges that Sainsbury's face due to globalisation
Answer Respondent
 High competition 6
 Currency fluctuation 4
 Price instability 3
 Cultural homogenization 7
60
40 Products available at cheap
price
Products available with high
quality

Interpretation:- From the above data is been interpreted that most of the managers that is about
35% responded that the basic Challenges that Sainsbury's face due to globalisation is cultural
homogenization. On the other hand, 30 think that it leads to high competition and 20% believe
that currency fluctuation is seen. At last 15 respondents think it leads to price instability. It is
interpreted from the graph that the basic challenge faced by the organisation with respect to
globalisation is that it leads to cultural homogenization.
Theme 7:- What strategies can Sainsbury's adopt in order to overcome these challenges
Answer Respondent
 Keep eye on different economic
indicators
7
 Effective relation with respective
suppliers
8
 Boost up the technology 5
High competition
Currency fluctuation
Price instability
Cultural homogenization
0 5 10 15 20 25 30 35 40
30
20
15
35
Series1

Interpretation:- From the above data is been interpreted that most of the managers that is about
40% have though that Effective relation with respective suppliers have to be adopted by
Sainsbury's in order to overcome these challenges. On the other side, 35 respondents believe that
Sainsbury's have to keep eye on different economic indicators in order to overcome these
challenges. There are 25% managers that are having thought to boost up the technology in order
to overcome the respected challenges.
Theme 8:- Is Globalisation maximising the profitability of Sainsbury's
Answer Respondent
 Yes 11
 No 9
35
40
25
Keep eye on different
economic indicators
Effective relation with
respective suppliers
Boost up the technology

Interpretation:- From the above data is been interpreted that 55% of managers think that
Globalisation is maximising the profitability of Sainsbury's. While, rest 45% think opposite to it.
Finally, it is been interpreted that Globalisation is maximising the profitability of the respective
organisation.
Theme 9:- Does Sainsbury's promotes cultural diversity by hiring employees at global level
Answer Respondent
 Strongly agree 4
 agree 5
 Neutral 3
 Strongly disagree 3
 disagree 5
55
45 Yes
No

Interpretation:- From the above data is been interpreted that most of the managers that is about
25% agree and 25% also disagree that Sainsbury's promotes cultural diversity by hiring
employees at global level. There are about 20% managers that strongly agree for the statement
while, 15% are neutral and 15% strongly disagree for the statement. Finally, it interprets that
Sainsbury's is promoting cultural diversity by hiring employees at global level.
RECOMMENDATION:-
From the above research it is been recommended that Sainsbury's have to work
effectively in order to bring competitive advantage to the firm as organisation is facing major
challenge to compete in global market. On the other side it is also been interpreted that
organisation have to work for having effective relation with its respective suppliers as it can help
in overcoming the respective challenges that company is facing. It is also been recommended
that Sainsbury's promotes cultural diversity and have to promote the same as it will bring
competitive advantage to the firm and will overcome other factors that impacts the organisation.
20
25
15
15
25
Strongly agree
agree
Neutral
Strongly disagree
disagree

REFLECTION
While pursuing the research, I enhanced my skills in which I was lacking. Previously, I
was not able to manage my work with time, but after working for this research project I learned
to manage my work with time. This will help me in my near future projects. It is very important
to have effective communication in order to collect data, so I learned about different
communication tools and these tools were very helpful in completion of my research project.
CONCLUSION
It is been concluded from the research report that there are various economic, cultural and
ethical impacts of globalisation on different business functions of Sainsbury's. Report also
concludes that there are many advantages of globalisation on Sainsbury's and are brining
competitive advantage to the organisation. There are different challenges that Sainsbury's faces
during globalisation and for overcoming the same organisation have to adopt appropriate
strategies in order to overcome these challenges.
REFERENCES
Books and Journals
Colen, L. and Swinnen, J., 2016. Economic growth, globalisation and beer consumption. Journal
of Agricultural Economics. 67(1). pp.186-207.

Hanson, D. and et.al., 2016. Strategic management: Competitiveness and globalisation. Cengage
AU.
Ho, V. and Fung, A., 2016. Cultural policy, Chinese national identity and globalisation. In
Global media and national policies (pp. 106-121). Palgrave Macmillan, London.
Morrison, J., 2015. Business ethics: New challenges in a globalised world. Macmillan
International Higher Education.
Paul, J., Parthasarathy, S. and Gupta, P., 2017. Exporting challenges of SMEs: A review and
future research agenda. Journal of world business. 52(3). pp.327-342.
Perraton, J., 2019. The scope and implications of globalisation. In The Handbook of
Globalisation, Third Edition. Edward Elgar Publishing.
Potrafke, N., 2015. The evidence on globalisation. The World Economy. 38(3). pp.509-552.
Quinlan, C. and et.al., 2019. Business research methods. South Western Cengage.
Rusu, L.D., 2017. ROMANIAN APPROACHES IN RISK MANAGEMENT. Managerial
Challenges of the Contemporary Society. Proceedings. 10(1). pp.95-98.
Singh, A. and Zammit, A., 2019. Globalisation, labour standards and economic development. In
The Handbook of Globalisation, Third Edition. Edward Elgar Publishing.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Thomas, E., 2017. Globalisation, cultural diversity and teacher education. In Globalisation,
education and culture shock (pp. 152-170). Routledge.
Wright, S., 2016. Language policy and language planning: From nationalism to globalisation.
Springer.
Zavattaro, S.M. and Adams, F.G., 2016. Bridging the gap: An exploration of how DMO
managers use education to overcome challenges. Urban Studies. 53(4). pp.669-688.
Appendices
Appendix 1:-
stion 1:- Does Globalisation leads to labour migration
 Strongly agree
 agree
 Strongly disagree
 disagree
 neutral
Question 2:- What are the Positive Impacts of globalisation on economy
 Economic growth
 lower consumer prices
 Increase in income of employees
 Increase in trade

Question 3:- What are the Impacts of globalisation on Sainsbury's work ethics
 Weakens the policies of the organisation
 Exploitation among the employees
 Increase in corporate responsibilities for jobs
Question 4:- Do you think Globalisation is creating more job options for employees
 Yes
 No
Question 5:- What are the Impacts of Globalisation on products offered
 Products available at cheap price
 Products available with high quality
Question 6:- What are the Challenges that Sainsbury's face due to globalisation
 High competition
 Currency fluctuation
 Price instability
 Cultural homogenization
Question 7:- What strategies can Sainsbury's adopt in order to overcome these challenges
 Keep eye on different economic indicators
 Effective relation with respective suppliers
 Boost up the technology
Question 8:- Is Globalisation maximising the profitability of Sainsbury's
 Yes
 No
Question 9:- Does Sainsbury's promotes cultural diversity by hiring employees at global level
 Strongly agree
 agree
 Strongly disagree
 disagree
 neutral
Question 10:- What are the Strategies adopted by Sainsbury's in dealing with globalisation

Appendix :- 2
Performance Review
 What was the project supposed to accomplish?
:- Impact of globalisation on different business functions of Sainsbury's.
 Did the project succeed in its aims? How do you know? Specifically, please outline
any evaluation
and assessment undertaken.
:- Yes, the aim of the research that is to determine the Impact of globalisation on different
business functions of Sainsbury's was achieved with the help of both qualitative and
quantitative data analysis. As the recommendation and evaluation was appropriate that means
the aim of the research was up to the mark.
 What things do you think worked well and why? Evaluate all aspects of the project
(e.g. initial
inception, project activities and project outcomes) from a range of perspectives:- The
collected data was both qualitative and quantitative and helped me in making effective
recommendations. That resulted in effective research projects with proper recommendation for
Sainsbury's.
 What problems emerged during the project and how were they tackled? Was there
timely
identification of issues and resolution during the project process?
:- The major problem was making communication with the managers in order to interpret the
appropriate results for the respective questionnaire.
 What did you learn from undertaking the project?Brief
:- I learned that in order to make the research more accurate and effective it is very important to
analyse the data effectively as lacking in it may result in wrong outputs and the
recommendation will not be appropriate.
 How would you rate your performance as Project Manager?
:- As a project manager, I will rate my performance, 9 out of 10 as there I conducted my
research with effectiveness but many times I was not able to manage my task with time so, I
need to have improvement in time management as it is very important to have effective results.

 What strengths and weaknesses of your performance did you identify?
:- My strength was my hard work and patience that I put to complete my research effectively.
My weaknesses were that I was not able to manage the time effectively as a result I took time to
interpret the respective data.
 How will this inform and support your continuous professional development?:-
This research have focused on my strength and weaknesses so that I can work
effectively in the near future. I will work hard to have improvement in my skills in
which I am lacking behind as it will help me in my future research projects.
Project Logbook Template
Name:
Project title: What are the positive economic impact of globalisation on marketing of
Sainsbury's
Date:
Update on weekly research/tasks achieved:-
Points to consider:
What have you completed?:- Report will include project management plan, research approach
and methodologies, small scale research, recommendation.
Did you fulfil task requirements?:- yes I fulfilled the respective task requirements.
Are you on track and within deadlines set?:- Yes

Did you need to make any changes to your project management plan?:- No, it was upto the
mark.
Any risks and/or issues identified?
Points to consider:
Did you identify risks/issues with a lack of skills required for undertaking research/tasks?:-
NO
Did you identify any additional risks/issues that have an impact on the project management
plan?:- Less accurate financial allocation, Technical issues, Poor communication are the
respective risks associated with the research project.
Problems encountered:-
Points to consider:
What barriers did you
face?:- Time management and having effective communication with the managers of
Sainsbury's were two main barriers.
How did you overcome
them?:- By having proper scheduling of tasks and using different technology for effective
communication.
New ideas and change of project direction:-