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. The report incorporates a project management plan, outlining costs, scope, and communication strategies. Research methodologies include qualitative and quantitative analyses, with data collected from primary and secondary sources, including questionnaires and thematic analysis. The findings reveal insights into labour migration, economic growth, work ethics, and job creation. The report also recommends strategies for Sainsbury's to overcome globalisation challenges, such as economic interdependency and resource limitations, offering valuable insights for students studying marketing and business. The report includes a performance review and references.

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