Globalization's Impact on British Telecom's Marketing Function

This report investigates the positive economic, cultural, and ethical impacts of globalization on the marketing function, using British Telecom (BT) as a case study. It begins with an introduction to globalization and its various impacts, particularly on marketing. The report outlines the aims and objectives, followed by a detailed project management plan encompassing cost, quality, resources, communication, and risk assessments. A work breakdown structure and Gantt chart are presented to illustrate project timelines and task management. The research methodology, employing an interpretivism research philosophy, is explained, covering research design and data collection methods. The report includes data analysis, recommendations for improving BT's performance in a globalized market, and a reflection on the research process, concluding with references and appendices. The study aims to provide a comprehensive analysis of how globalization affects BT's marketing strategies and offers practical insights for the company.

UNIT 6

Table of Contents
TOPIC: ............................................................................................................................................3
ACTIVITY 1 ...................................................................................................................................3
P 1 Aims and Objectives .......................................................................................................3
P 2 Project management plan ................................................................................................4
P 3 Work breakdown structure and Gantt chart ....................................................................6
Gantt chart: ......................................................................................................................................7
P 4 Research Methodology ....................................................................................................8
ACTIVITY 3 .................................................................................................................................13
P5 Data analysis...................................................................................................................13
P6 Recommendation.............................................................................................................22
P7 Reflection........................................................................................................................23
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25
Appendix........................................................................................................................................27

TOPIC:
“To examine the positive economic, cultural and ethical impact of globalization on
marketing function- A study on British Telecoms.”
ACTIVITY 1
P 1 Aims and Objectives
Background of Study
Globalization is distributed of goods, technology, information and jobs across
international boundaries and cultures, it describes mutuality of country around the globe
supported through free trade in economic terms. It can increase standards of living in poor and
leas developed nations through giving job chances, improvement and improving access of
products and facilities. Globalization is social, cultural, economical, political and ethical aspects
in the nation (Baylis, Smith and Owens, eds., 2017). These kinds of aspects influence on
different functions like marketing, operation, human resources and accounting of business.
Globalization leads to larger communication between many population in relation to social
impact on marketing activities of business. It stand for exchange of thoughts, values and
expression between cultures in relation to cultural impact on marketing functions of company.
Globalization has changed attention to intergovernmental companies like World Trade
Organization by this way it impacts politically on marketing functions of company. It is define
the growing interdependence of economies, culture, populations of world. It is brought about
through cross-border trade in products and facilities, tech, flow of investment, people and data
(Crane and Matten, 2016). The broad range impacts on globalization are difficult and politically
charged. Its benefits on overall society as with leading technological advances. The relative
costs and benefits can setting mode for improving difficulties while sustaining the broad pay-
offs.
Globalization allow developing nations to catch up to industrialised countries through
raised manufacturing, diversification, economic growth and development in living of standards.
In order to that outsourcing by firms brings jobs and technology to evolving nations. It has
advanced social judicature on global scale which its has directed attention on human rights
international level. In addition to that, globalization aid to increase sales and profits as well as
market share of companies in the industry in which they operate. It has raised the competitive

advantages and productivity of company. Also, it improve the performance and culture of firm in
the industry.
The present study is based on British Telecom. It is the British multinational holding
organization in the United Kingdom. It has operations in across 180 nations. Also, it is biggest
provider of fixed line, broadband and mobile services in the United Kingdom. Company controls
number of big subsidiaries. BT global services division and BT consumer in great Britain to
across the 18 million consumers. BT consumer divisions suppliers telephony, broadband and
subscription television facilities. The majority of their business and assets are held by its entirely
operated subsidiaries British Telecommunications plc.
Aims:
“To examine the positive economic, cultural and ethical impact of globalization on
marketing function- A study on British Telecoms.”
Objectives:
 To determine the concept of globalization.
 To analysis the positive ethical benefits on growth of British Telecom at the global level.
 To examine the importance of globalization in the marketing functions of British
Telecom.
 To recommend the strategies that can help for improving overall performance of British
Telecom.
P 2 Project management plan
Project management plan is formal, approved document which determine ways of project
is executed, displayed and controlled. It can be summary or detailed document and can involve
baseline, accessory management plans and other planning documents. There are many elements
of project management plan involves standard of scope, cost and schedule, quality,
communication, risk and resources (Lambregts, Beerepoot and Kloosterman, eds., 2015).
Effective create project management plan will aid to accomplish the aims and objectives of
research that is positive economic, cultural and ethical impact of globalization on marketing
function of business. Here are elements defines below that are utilised to make project
management plan:
Cost: It is the leading work of the investigator that scholar have to set the cost or plan the
budgeted cost in which research is completed. Therefore, appropriate management of costing is

required, so that all the actions of study carried in effective mode. In conducting this present
study, £10000 is needed for accomplishing aims and objectives by performing all the activities
because globalization is very wider theme and investigator has to research all the narrow view,
so that outcome obtained will be authentic (Martín‐Dávila and et.al., 2018). In order to that,
project manager needs to determine the all the costs like technology, marketing, labour and so
on. This can aid to accomplish the aims and objectives of research that is positive economic,
cultural and ethical impact of globalization on marketing function of business.
Quality: It is the also very essential to achieve the aims and objectives as well as to
resolve the issues in the study. All the info or facts that are gathered through the investigator can
have reliability and believability. Investigator can assure that from collecting information to
interpretation for that quality must be maintain (Rashid, 2018). Therefore, project manager will
assure the utilisation of appropriate quality of resources for accomplishing the aims and
objectives of study that is positive economic, cultural and ethical impact of globalization on
marketing function of business. This can aid to complete the project according to timeline.
Resources: Adequate resources are needed to conduct the whole study in effective
manner. If investigator dose not have capable resources than quality of research will be
influenced. It is the very essential which needed resources can be collected. Resources involves
laptop, storage devices and stationery items (Cunningham and Ferrell, 2015). Effective and
appropriate resource will be utilised which can aid to accomplish the aims and objectives of
study that is positive economic, cultural and ethical impact of globalization on marketing
function of business. This can aid to complete the project according to timeline.
Communication: It is the keystone when it comes to conduct any study on any topic.
There can be effective interaction among the operation of business and all the actions related to
the aims of globalization. Investigator will utilise emails circular are chosen for impressive
interaction. Thus, project manager needs to focus on effective interaction between workers or
staff which are involved in this project or research (Rinallo, Bathelt and Golfetto, 2017). This
can aid to accomplish the aims and objectives of research that is positive economic, cultural and
ethical impact of globalization on marketing function of business. This can aid to complete the
project according to timeline.
Risk: In relation to conduct the study effectively, it is the very essential that there can be
appropriate measurement of risk which will aid the company and researcher to maintain the

useful of research of the study. There are many risks like theft of data, security of issues etc.
Therefore, it is very essential which investigator can ensure and mitigate the risk through making
appropriate plan and management (Gachoka, 2015). Therefore, project manager needs to ensure
that all the risks will be effectively and appropriately assessed by creating the risk registers. This
can aid to accomplish the aims and objectives of research that is positive economic, cultural and
ethical impact of globalization on marketing function of business.
Risk Description Likelihood of risk occurring Impact if risk occur
Financial Risk Medium High
Technical Risk Low High
Human Resource Risk Low Medium
P 3 Work breakdown structure and Gantt chart
Work Breakdown Structure:
It is dividing difficult projects or tasks to simpler and manageable activities is the
procedure determined as work break down structure. The project managers utilise method for
simplifying in project execution. There are many causes for making WBS in relation to accurate
and readable project company, indicates the project milestones and control points (Martín‐Dávila
and et.al., 2018). This can aid to complete the each and every activity of project on set up
deadline. Through this, project manager easily and effectively accomplish the aims and
objectives of research.
Task
Mode Task Name Duration Start Finish Predece
ssors
Auto
Scheduled Identification of market 8 days Mon 03-12-
18
Wed 12-12-
18
Auto
Scheduled Selection of market 9 days Thu 13-12-18 Tue 25-12-18 1
Auto
Scheduled conducting market research 9 days Wed 26-12-
18
Mon 07-01-
19 2,1
Auto
Scheduled
formulating of goals and
objectives 7 days Wed 26-12-
18 Thu 03-01-19 2
Auto identification of audience in new 4 days Tue 08-01-19 Fri 11-01-19 3,4

Scheduled market
Auto
Scheduled creating marketing plan 6 days Tue 08-01-19 Tue 15-01-19 3
Auto
Scheduled implementing of marketing plan 10 days Wed 16-01-
19 Tue 29-01-19 5,6
Auto
Scheduled testing of product 8 days Wed 30-01-
19 Fri 08-02-19 7
Auto
Scheduled
final launch of product in
market 5 days Mon 11-02-
19 Fri 15-02-19 8
Gantt chart:
It is the kind of bar chart which example project programme. This chart lists activities to
be acted on the vertical axis and time intervals on horizontal axis. The dimension of horizontal
bars in the graph displays the duration of each activity. This can aid to identify the completing
the each and every activity on fixed deadline (Lambregts, Beerepoot and Kloosterman, eds.,
2015). Also, this can aid to plan, coordinate and track particular activities in project. Through
this, project manager easily and effectively accomplish the aims and objectives of research.

Illustration 1: Gantt Chart

Illustration 2: WBS
P 4 Research Methodology

RESEARCH METHODOLOGY-
Research methodology refers to the detail process of gathering data and information that will
help the business in taking the decisions of the business in effective manner. Research
methodology involves the use of various techniques for conducting the research, conducting
survey and interview etc(Pitard, 2019). The data may include current as well as past data.
RESEARCH PHILOSOPHY-
Research philosophy refers to the ways in which the information will be collected for developing
the knowledge of the phenomena. Research philosophy also involves the various types of process
in which data will be collected in respect of the situation that is happening. The choice of a
particular research philosophy is affected by the implication of the philosophy in practical
manner.
There are various types of Research philosophies that can be used for gathering data
related with a phenomenon. Such as Pragmatism, under this type of philosophy it is considered
that, any of the concepts are correct only when they support the action. There are different ways
of analysing a particular situation a particular point of view cannot provides the complete
understanding of the situation. Another type of Research Philosophy is Interpretivism, it says
that, human factor should be considered while conducting research. Various social constructions
such as language, meanings and consciousness helps to analyse the reality. Realism Research
Philosophy, it considers the scientific method for developing the knowledge. Positivism
Research philosophy, the knowledge can be developed with the help of observation through the
senses. In this the researcher plays a limited role in collecting and interpreting the data. The
study will be quantifiable.
The researcher chooses Interpretivism Research Philosophy for gathering data in order to achieve
the aim and objectives To examine the positive economic, cultural and ethical impact of
globalization on marketing function and HR function of research in more precise manner.
RESEARCH DESIGN-
Research design is an overall plan that involves the methods and strategies related with
collecting and evaluating the data for answering the various questions of research. Research
design involves choosing a particular method for gathering the data as well as to analyse the data
that has been collected. Research design defines the type of research study like descriptive,

experimental etc. It also defines the sub-type of the research, the assumptions taken by the
researcher, variables and experimental design etc.
Research design is of two types such as Exploratory research, it is related with exploring
and evaluating a particular aspect of the area of research. It does not aims to provide complete
solution for the research questions. The purpose is to develop views in respect of a particular
situation. There is no particular procedure for collecting data(Taylor, Bogdan, R. and DeVault,
2015). Conclusive research, the requirement of the data is clearly defined by the researcher. It is
very helpful in developing the solution for effective decision-making. It mainly involves the use
of quantitative methods for gathering and analysing the data. The process of conducting the
research is properly structured and formal in nature. The output of Conclusive Research helps in
effective decision-making. The analysis of data is qualitative in nature.
The researcher chooses descriptive research for collecting the data so that, researcher will
achieve the aim and objective that is to examine the positive economic, cultural and ethical
impact of globalization on marketing function and HR function of research in more effective
manner.
RESEARCH APPROACH-
Research approach is an overall plan that consists of the assumptions that are being taken for
using the method of gathering, evaluating and interpreting the data. The choice of research
approach depends upon the nature of the problem. Deductive Approach, related with
constructing hypothesis on the basis of theory after this, researcher will develop the strategy for
conducting research to test the hypothesis that whether the assumptions are right or
wrong(Kumar, 2019). Inductive approach, starts with the theory and process of observation that
involves the process of searching the pattern from explanations and observation. It does ot
involve any type of hypothesis or theories.
The approach helps to measure research concepts in quantitative way. The approach is related
with deriving conclusions from the propositions. Inductive Approach starts with various theories
and observations of researcher and then the process of conducting the research is developed.
Abductive Approach, the researcher will make efforts for choosing best alternative from various
available alternatives for explaining the surprising facts.

Qualitative research approach refers to the method that helps to understand the phenomenon
which is derived from the data. The approach requires careful observation and the experience of
observation during the process of collecting data.
The researcher chooses deductive and inductive research approach for collecting data for precise
understanding of the aims and objective to examine the positive economic, cultural and ethical
impact of globalization on marketing function and HR function of research in more effective
manner.
DATA COLLECTION-
Data collection is a process of gathering information from various sources to find out the
solutions for research problem, for testing the assumptions made by the researcher and to
evaluate the results of the research. There are two different types of methods for gathering data.
Primary data, the data collected by the researcher for the first time. For gathering primary data
researcher can use different methods. Such as Quantitative methods that are based on figures.
Quantitative methods involves questionnaire that involves close ended questions , method of
regression and correlation, mode, median and mean. The findings of the research can be
compared in easy way(Pramanik, Mondal, S.C. and Haldar, 2019).
Researcher can also use qualitative methods can be used for collecting primary data. It does not
involves qualitative figures. Non- quantifiable elements such as feelings, words etc are used in
qualitative research method. There are various ways of collecting data in qualitative research
method such as conducting interview, observation, interaction in focus group, conducting case
study etc.
The choice of using the method for collecting data will depend upon the aims and objectives of
conducting research. Secondary data that is published in different magazines, books, online
portals etc. Researched is responsible for applying proper criteria while selecting secondary data
to improve the reliability and validity of the research.
The researcher chooses primary and secondary methods for collecting data so that relevant
conclusions can be drawn to achieve the aims and objective to examine the positive economic,
cultural and ethical impact of globalization on marketing function and HR function of research in
more effective manner.
DATA ANALYSIS-