Determining Globalisation's Effectiveness in Marketing: Levi's Study

This research project investigates the effectiveness of globalisation on marketing, using Levi's & Co. as a case study. The introduction defines globalisation and its challenges for businesses. The study aims to determine globalisation's impact, identify key marketing factors, and analyze issues in the 21st century. The research includes a literature review, research methodologies, data analysis, and conclusions. The report analyzes the impact of globalisation on consumer behaviour, challenges in marketing, and factors influencing consumer choices. The findings, based on employee surveys, indicate that globalisation significantly impacts marketing strategies. The report also discusses alternative research methods and areas for further research. The study concludes with recommendations for global marketing strategies, emphasizing the importance of adapting to cultural changes and leveraging digital platforms.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................3
Introduction............................................................................................................................3
Background of the study.........................................................................................................3
Problem statement..................................................................................................................4
AIMS AND OBJECTIVES....................................................................................................4
Rationale.................................................................................................................................4
TIME SCALE..................................................................................................................................5
CHAPTER 2 LITERATURE REVIEW..........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Literature review..............................................................................................................7
CHAPTER 3 RESEARCH METHODOLOGIES.........................................................................10
CHAPTER 4 DATA ANALYSIS ................................................................................................13
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................24
CHAPTER 6 PERSONAL REFLECTIONS.................................................................................26
6.1 reflection on research method........................................................................................26
6.2 consideration of research method that could have been used.........................................26
6.3 areas to conduct further research....................................................................................26
REFERENCES..............................................................................................................................27

Research TITLE: “ To determine the effectiveness of globalisation on marketing. A case
study on Levi's & Co.”
CHAPTER 1 INTRODUCTION
Introduction
Globalisation is the term on which various research study has been conducted. It is
because it is generally considered as wider concept upon which every time a new study will get
developed. Therefore, researcher has selected the study on de terming the effectiveness of
globalisation on marketing. This study has been conducted with the case study of Levi's which
has always tried to minimise the impact of culture on the global platform in order to produce
standardization products and campaigns. Entity also gets failed to grasp the cultural changes at
global platform which is also in consumer behaviour and regarding their change of choices.
Background of the study
Globalisation is the term which is currently a biggest and toughest challenge for
organisation across the world. Each and every entity in this present world which is from leading
brand to retailers as well as agencies are struggling for expanding their marketing strategies

globally. Thus, researcher will provide the efficient understanding of the term globalisation with
the context of marketing. In this study firstly, aims and objectives will get developed in order to
conduct effective study. Further, different perception of authors will get evaluated in the section
of literature review and with that appropriate methods will get selected for developing better
findings.
In this paper, a case study of Levi's company has selected for analysing the impact of
globalisation on the way of doing marketing.
Problem statement
In today's world the main challenges which organisations are facing is to develop goods
and services which is in accordance with changing competitive edge and consumers choices
across the globe. The main issues which nowadays multinational organisation are facing is
related with the way of doing marketing. It is because globalisation has brought a various
technological advancement through which many cultural aspects need to face by the entity.
Global communication is the another issue of conducting marketing in the business culture of
globalisation.
AIMS AND OBJECTIVES
Aim:
“To determine the effectiveness of globalisation on marketing with the context of Levi's.
Objectives:
 To investigate the impact of increasing globalisation on marketing.
 To identify factors needs to be considered when marketing at global level.
 To analyse the issues which relates to marketing and globalisation in 21st century.
 To provide the suggestion on universal marketing strategies of global companies.
Research questions
 what is the impact of increasing globalisation on marketing?
 What are the factors which needs to consider when marketing at global level?
 What are the issues which relates to marketing and globalisation in 21st century?
 Provide some suggestion on universal marketing strategies of global companies.

Rationale
The reason behind choosing this research project is to eliminate the gap in writing
literature review and to enhance the knowledge of term marketing with the perspective of
globalisation. Another reason behind selection of this topic is that thousands of studies have
been previously conducted in order to study the various aspects of globalisation on marketing
but this is the topic which is far away to be exhausted. Thus, this study will help in solving
specific problems and in contributing level of professional development so that academic
career will get improved. Another fundamental reason behind choosing this research work is
to find the marketing influences which are associated with the businesses who operating its
business globally.
TIME SCALE
Activities and time scales (15 weeks)
Activities 1
wee
k
2 3 4 5 6 7 8 9 10 11 12 13 14 15
Identifica
tion of
research
topic
Assessme
nt of
research
proposal
Articulati
on of
aims and
objective
Draft of

literature
review
Analysis
of
research
methodol
ogies
Evaluatin
g of data
collection
both
primary
and
secondar
y
Formulati
on of
interview
questions
Inserting
of data's
Applying
thematic
analysis
Observati
on of
interpreta
tion
Discussio

n
Writing
of
conclusio
n
Arrange
ment on
entire file
Waiting
for
feedback
Modificat
ion as per
feedback
received
Final
submissi
on
CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
This is the section of reviewing article. It is a scholarly paper under which includes
information regarding current knowledge with substantive findings as well as contribution of
both theoretical and methodological approaches through different perceptions of the authors.
2.2 Literature review
Theme 1: impact of increasing globalisation on marketing
According to the views of Gillespie and Riddle (2015) it is analysed that because of
increase in globalisation it has mainly impacted upon the way entities develop its marketing in
business world. It is because development of globalisation has brought more availability of
goods which is from any corner of the earth. In this whole process, marketing is the term which

has played an effective role. It is a fact that because of globalisation there has been tremendous
increase in the development of technologies because of which marketing for the globalised firms
becomes so easy and effective. In this digital world, entities are now able to develop
communication with the consumers directly because of which they will easily able to conduct the
process of marketing so efficiently that will easily change the perspective and behaviour of the
consumer easily.
On the contrary, it is been argued by the Chernev (2018). that development of
globalisation has the almost changed the way of doing business operations which almost in all
the nations. This new source of marketing and promotion has influenced the behaviour of
consumers in such a way that it will lead to create a pressure on the government and their
practises in almost all the countries. It is also a fact that because of globalisation, business of
domestic firms will also get decreases which is because of demand of consumers for foreign
goods.
Theme 2: factors which needs to consider when marketing at global level
According to the views of Parsons, Maclaran and Chatzidakis (2017) marketing is the term
which has contributed immensely for reducing the world to a global village through development
of goods and services in both developed and developing counties. There are various factors like
cultural, legal, business cases and foreign government considerations which needs to consider
while doing marketing at global level. It has mainly created a global market with the flow of
investment in such economy which will able to develop the needs and wants of the consumer so
easily. Through marketing foreign market entry will become easy for small scale organisations
as well where they will easily able to adopt the new technologies through which production
process becomes easier and they will also able to compete with other multinational organisations.
Therefore, global marketing pertains to the ability and performance of the firm in order to sell
and supply the goods and services which is in given market opportunities.
However, on the contrary Steenkamp (2017) said that it is been found that the first pillar
of contemporary marketing and globalisation in this modern era is the economic liberalisation
which almost have been approved by all the countries of the nation. However, global marketing
strategy is always been confused with the global production strategy but it is not because
outsourcing and foreign manufacturing subsidiaries are some common feature of such production
strategy which may be used without involvement of global market strategies.

Theme 3: issues which relates to marketing and globalisation on 21st century
According to the views of Alon and et.al., (2016) marketing and globalisation are the two
factors which contradict with each other. Without perfect marketing strategies it is impossible for
firms to establish their operations on global market effectively. This is era for entities whose
business is in global market platform and is mainly providing very tough competition to each
other. This is market where entities have different technological advancement because of which
their production activities getting smoother day by day. To be competitive and to getting more
business success it is necessary that entities develop effective marketing strategies. The power in
the market place has shifted from seller to customer it is because companies are providing high
and tough competition with each other. The main issues which entities are facing in this
globalised world is the tough competition between multinational companies and with changing
consumer behaviour.
On the contrary Armstrong and et.al., (2015) argued that in this 21st century globalisation
has brought a new era because of which entities now easily able to influence perception of
people in such a way through which buying and selling of goods and services will easily take
place. In this era, there are various issues which related to globalisation and marketing which
entities needs to face while conducting its business operations. The most common marketing
challenges includes securing enough budget, identify the right technologies, target of content for
an international audience, cultural issues, decriminalisation and many more. This all gets
increased with the development of globalisation.
Theme 4: suggestion on universal marketing strategies of global companies
In the views of Leonidou and et. al., (2018)., entities nowadays focusing more on
developing effective marketing team through which effective strategies will get developed in
order to achieve business success in this globalised world. First and very main concept which
adopted by the companies include think globally and act locally which is the most popular
strategy which is now becoming more and more relevant in this globalised world. It because
there are no boundaries when it comes to movement of goods and global marketing services.
Another strategy which also adopting by the entities of globalised world include one size of taste
and preferences does not fit all rather than this add some local flavour. It is because when it
comes for taste, preference and interests of consumers there is nothing universal. It is because
such strategies differ from country to country, regarding their climatic zones, GDP levels and

also about tradition. Therefore, marketing team of entity mainly focuses on developing research
on analysing local flavour.
On the contrary Cleveland and Bartsch (2018) argue that because of universal marketing
strategies, businesses who are operating at global level focuses on fulfilling the taste and
preference of local consumers which sometimes not easily adopted by the customers which has
different foreign goods preferences. However, this is the fact that because of internet consumers
are nowadays demanding more for foreign goods' availability. It is because firms which are
operating locally are providing the best local products and services because of which consumers
are demanding more foreign goods and services.
CHAPTER 3 RESEARCH METHODOLOGIES
Research methodology is considered as the specific set of procedure and techniques in
order to identify, select, process and analyse the information which relates to a particular set of
research studies. This is process of selecting a method through effective study will get conduct
upon which anyone and relay (Research Methodology, 2019). Thus, the approaches and
methodologies which selected in this project are as follows-
Research type
Research method can be considered as the systematic procedures of collecting data,
compilation, analysis, interpretation in order to pertain specific business problem. There are
generally two types of research which include qualitative and quantitative. Quantitative is
technique which describe research problem with the use of numbers (Samiee, 2019). Qualitative
is type of research which mainly based on the feelings and emotions.
For the present research paper Qualitative research techniques has selected by researcher
which is the method of observation under which information has been gathered through non-
numerical data.
Research approach
This is considered as the plan or procedures which mainly consist of the steps under
which broad assumption has taken place in order to analyse detailed information for particular
study (Tadajewski and et.al., 2018). There are three types of research approaches which include
deductive under which a set of hypotheses has been selected in order to confirm or reject the
study. Inductive is the approach which starts with analysis of research questions, aims and
objectives and abductive is the approach which explains observations which are incomplete.

For the present study, Inductive research approach has been selected by researcher in
which observation and theories proposed in the process of research (Research Approach, 2019).
Research philosophy
It is generally considered as the vast topic which mainly deals with the source, nature and
development of knowledge. It is a simple term under which a belief has been created in order to
collect and analyse the data. There are two types of philosophies which include positivism under
which large samples has been evaluated.
For the present research paper Interpretivisms research philosophies has been selected by
the scholar where study has been conducted through the use of small sample in depth will get
evaluated and investigated by the researcher.
Data collection
It is considered as the process of collecting information which is through all the relevant
sources in order to find the problems of research which has been evaluated by the scholar. In this
method researcher collects the test of hypotheses in order to evaluate the outcomes of the study
(Data Collection Techniques, 2019). There are generally two types of data collection which
include primary and secondary.
For the present research paper Both primary and secondary data collection method will
be choose by researcher where appropriate questionnaire will be get developed for observing the
study.
Sampling
It is considered as a process which used by researcher in order to analyse and to
predetermine the number of observation that are collected from large population (Flick, 2018).
There are generally two types of sampling which include probability and non-probability.
Probability is the type of sampling under which each member of population has the equal
chances of being selected in the study whereas non- probability is the sampling where each
member of the population does not have equal chances of being selected (Agarwal and Wu
2018).
For the present report, Non-probabilistic sampling has been used by researcher where the
samples are gathered in a process where individual does not have equal chances of being
selected. The respondents in this present report is 20 employees and managers of Levi's
company.

Data analysis
It is generally considered as the process of evaluating the data through the use of
analytical and logical reasoning so that each and every component of research study will get
examined by the researcher (Green and Thorogood, 2018).
For the present research paper, Thematic data analysis will be selected in order to
examine and record the patterns within data. It is the type of qualitative technique which mainly
focuses on examining the data in a theme.
Cost and time : For the present report, cost which is estimated is £5000 in order to conduct
efficient and effective research study. Time which estimated for developing this research project
is 15 week.
Ethical consideration
During this research project proper care will be taken by researcher in order to include
participants views and shares. They will not be harm in any ways and in any manner. Proper
respect will be provided for the dignity of research participants and full consent will be obtained
from them (Kumar, 2019). During this research work, proper protection of participants has been
ensured with the adequate level of confidentiality of the data which has been collected. Any type
of communication which has been conducted during this study is done with proper honesty and
transparency and there is no misleading information included in during collection and findings of
primary data. Voluntary participation has been provided to respondents where they have given
proper right in order to withdraw their participation whenever they want.
Validity and reliability
This research report will be evaluated with high level of reliability with the use of
appropriate methods more which is more will be for more than one time. Researcher will not
include any bias information and respondents will not be pressured in any ways. In order to
conduct the study in proper time, appropriate time scale has selected. Researcher has also chosen
appropriate methodology so that accurate and reliable information will get generated during the
research work. No copied and bias information is been presented in this paper work and
appropriate methodology has been chosen for taking effective characteristics of the study. Most
suitable sample method are selected in order to develop efficiency in the work. During this
process, no respondent has been pressurised in any way for selecting specific choices of answer.
Due and prior permission has taken from them in order to participant in the process of interview.