Impact of Globalisation on Businesses: A Case Study of Aston Martin

This research project examines the impact of globalisation on businesses, using Aston Martin as a case study. The report begins with an introduction to globalisation, its significance, and the challenges businesses face in entering emerging markets. It then provides a literature review, exploring the concept of globalisation, its role in business success, and the various strategies Aston Martin employs to enter new markets, such as exporting and franchising. The report also analyzes the benefits Aston Martin derives from entering emerging markets, like growth and increased brand awareness. The methodology section outlines the research approach, followed by a data analysis section. The project concludes with a reflection on the research process and recommendations for alternative methodologies. The appendices include supporting documents like a research proposal and ethics approval form.

Research Project

Table of Contents
TITLE: ............................................................................................................................................1
Chapter 1: Introduction ...................................................................................................................1
Chapter 2: Literature Review ..........................................................................................................4
Chapter 3: Research Methodology ..................................................................................................8
Chapter 4: Data Analysis ..............................................................................................................12
Chapter 5: Reflection & Recommendation for Alternative Research Methodology.....................25
Conclusion ....................................................................................................................................27
REFERENCES .............................................................................................................................28
Appendix .......................................................................................................................................30
Appendix 2 ....................................................................................................................................32
Research Proposal Form...........................................................................................................32
Research Ethics approval form.................................................................................................40
.......................................................................................................................................................43

TITLE:
“To analyse the impact of globalisation and different strategies employed by businesses
to enter emerging markets”. A study on Aston Martin.
Chapter 1: Introduction
Overview of the Research
Globalisation has been of great interest to nearly each business concern. Globalisation is
defined as the process in which an organisation gets more involved in the global business market.
Globalisation brings multinational companies, their products or their brands to ever remote
corners of the globe (Mowforth and Munt, 2015). In this modern era, the expectation of
customers has changed in regards to goods and services, so the major concerned area of an
organisation is to fulfilling the desires of people in respect to attaining higher growth and
success. Going global is essential for each business organisation to expand their business
operations at wide scale for the purpose of attaining significant amount of profit. At the time of
entering into emerging economies, multinational business organisations encounter business
environment which is vary not only through their country or origin, but also amongst each other.
In this particular research project Aston Martin Lagonda Global Holdings plc. is the chosen
organisation. It is a large British autonomous manufacturer of indulgence sports cars or
expansive tourers. The organisation is majorly concern towards attaining higher growth and
success through enhancing its business operations at global level. This report contents study
about the influence of globalisation and different strategies that are employees by business to
enter emerging markets.
Background of the Research
In today's contemporary business world, organisations starts their business operations at
domestic level but must create a long term plan on how the organisation will be going at global
level. Emerging commercial centres are basically recognised as the most incomparable
surroundings that needs a systematized conceptualization, in processing novel business models
and plan of action. Going global is one of the most essential requirement of an organisation but
targeting emerging economies is quite a different from going global (Hopkins, 2011). In this
basically organisations are focused towards entering into some specific regions or countries for
the purpose of attaining higher growth and success within the commercial centre. It is an actual
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requirement to create strategies for conducting enterprise operations within emerging markets
that are entirely assorted through those which are used in their home country. Aston Martin
Lagonda Global Holdings Plc. is a famous British autonomous manufacturer of Luxury sports
cars and grand tourers. The company was established in the year of 1913 with the potential
efforts of Lionel Martin and Robert Bamford. The company has around 150 car dealerships in
over 50 countries on six continents, and the company is also focused towards making them
global auto-mobile brands. It is public limited company and has a huge concern towards
globalisation, thus the firm has focused on expanding their enterprise functions at worldwide
level in order to attaining high development or earnings.
Rational of the Research
The investigation into thinking is supported on the topic of the impact of globalisation
and different strategies employed by businesses to enter emerging markets. The term
internationalization of multinational organisations into an emerging market is recognised as a
evolution that includes a great deal of risk in regards to volatile marketplace in the sense of both
political and economical imbalance of regions or Countries. In this manner, it becomes rather
complicated to measure how an organisation can enter in to an emerging market. Consequently,
the business selects multiple paths when entering these markets for different reasons. The
potential reason for choosing this research is to exploring the idea and knowledge base of
learners in the specified area of study (Wright, 2016). This study provides a brief knowledge
about globalisation and the ways that are applied by multinational organisation to be globalised
or different entry modes of entering into emerging markets. This is a wide area of study which is
majorly implemented by the research for their personal interest to enhance the knowledge about
the specified area of study. This is a wide area of research that helps create benefits for the
learner as well, thus it is effective in creating a wide knowledge base for learners, who are
willing to knowing about the selected area of study. The enhanced knwoldge about globalsiation
helps them in attaining their future goals in appropriate manner. Moreover this is also effective
for the individuals who are interested in exploring their business operations at global scale.
Research Aim
This recognised as the predetermined statement which helps the researcher in
implementing all research activities in proper manner with the consideration of attaining
appropriate outcome and results. This also refers as broad and compendious statement in which
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the investigation issue is explained with the support of variables. This is the major aspect which
assist the researcher to moving ahead towards right direction. The significant aim of this existing
investigation is "To analyse the impact of globalisation and different strategies employed by
businesses to enter emerging markets". A study on Aston Martin.
Research Objectives
Research objectives are the key consideration of the research thus in this variables are
determined in the form of statements (Michie, 2011). This basically summarize what is to be
achieved through the study. This section is widely interconnected with the aim of the
investigation thus it plays vital role in providing a significant way to reaching at the potential
outcome. This part is based on multiple objectives, in which some are associated as below:
 To understand the study of globalisation and its role in business success.
 To determine different strategies that are employed by Aston Martin to enter emerging
markets.
 To access the benefits that are derived by Aston Martin by entering into emerging
markets.
 To ascertain the interrelationship between globalisation and emerging market.
 To access the cross factors that can impact on Aston Martin production abroad.
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Chapter 2: Literature Review
Literature review contains a critical evaluation and the integration of data through a
number of sources and a recognisance of any gaps in the review of literature and develops a
knowledge base for enhancing possibilities for future investigations. This section is effective in
conducting in-depth evaluation on a particular issue with the support of authentic articles, or
scholar papers etc. This recognised as the most impactful part of investigation work, as it
performs effective role in developing a brief cognition base on the nominative area of study
(Mackinlay, 2013). A literature review is also explained as published data in a particular subject
area, and former data in a specified susceptible area within a specified time duration. In this
section data has been gathered through secondary sources like books, journals, articles, scholar
papers, newspapers etc.
The study of globalisation and its role in business success.
As per the views expressed by Patricia Fox and Stephen Hundley, 2011, Globalisation is
considered as the interconnectedness of an individual or businesses around the globe that
eventually assist to global politics, culture or economic integration. It also refers as the ability to
moving forward and communicate with other people or organisations at world wide scale in
respect to conduct business operations globally. A potential situational change that has taken
place in the last few decades is the economic process or globalisation of an organisation.
Business firms are undertaking beyond national boundaries in the pursuit of concern possibility.
Globalization of business is recognised as the change in a business from a firm related with a
single country to one that runs their business operations in multiple countries (Mak, Lumbers and
Eves, 2012). Globalisation plays effective role in developing the operations of an organisation
within the commercial centre and has direct or indirect impact on the global operations of a firm.
There are various roles which are performed by the globalisation, some are associated as below:
Increased Competition: In this modern era of commercial enterprise competition is so high and
the major convergent area of all size of business is to achieving competitive position by
developing the operations of the firm within the commercial centre (Craddock and et. al., 2017).
This caused through more foreign investment flowing to countries, de-regulations that allows an
organisation to enter into markets by which they once precluded.
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Economies of Scale: Globalisation develops global operations, Through selling across many
continents or country, a business can acquire economies of large-scale production (Saal and et.
al., 2013). This create value for the firm in attaining higher competitive position.
Greater Awareness: This is also an essential role which is performed by globalisation, as
globalised business operations are effective in developing the awareness about the company or
its offerings among its customers (Kapferer and Valette-Florence, 2018). This is also beneficial
for the company to enhance its brand image in the mind set of people.
Different strategies that are employed by Aston Martin to enter emerging markets.
According to the opinion of Sarah Boumphrey, 2015, The first and foremost step to
effectively launching a product or service is to select the most suitable market which is effective
for the growth of business. An emerging market economy determines a nation's economy which
is effectively developing towards becoming more advanced, basically through the means of rapid
growth and industrialization. Now a day's business expansion within the emerging countries are
beneficial for the development of business operations within a new area of market which is more
progressive in-nature. Aston Martin is a famous and well established luxury brand that has work
around for 102 years. Aston Martin is recognised as one of the most iconic brands in the auto-
mobile industry and the potential focused area of the firm is to developing its business operations
by expanding it at global level (Lane, 2013). The company is widely focused on developing its
operations within emerging countries like California & Santiago, Chile, India, China etc. in
respect to attaining higher growth and success within the commercial centre. This is the most
fundamental aspect that plays vast role in expanding business within the emerging countries. The
emphasizes on macroeconomic stability, the consumer market size, growth, the middle class and
the openness. These are some required aspects which are needs to be considered by organisation
while entering into any emerging market strategy. There are different ways that are employed by
Aston Martin to enter into emerging markets, in which some are associated as below:
Exporting: This considered as a potential way to get into into an emerging centre. With the help
of this an organisation can develop an export setup or apply a local distributor channel, thus this
strategy can be used by Aston Martin to become the local distributor within the emerging
markets.
Franchising: Franchising is also an effective business strategy that allows an other organization
or party to operate a enterprise under the brand name of a reputed company. For example, the
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franchiser grants the franchisee the right to use your brand name and operating systems. The
franchisee is allowed to use the same marketing campaigns as well (Succeed in Emerging
Markets: Selection, Strategy and First Steps.). As a large brand the company Aston Martin use
this strategy to grab a wide area through developing their brand image by the acquisition with
franchisees within emerging markets as well.
The benefits that are derived by Aston Martin by entering into emerging markets.
As per the view of Kimberly Amadeo, Jan 2019, Emerging market is a significant key
which drive to growth in company's economy. It is also refereed as emerging economy.
Emerging market improves the standard of living and enables the company to be industrialised
and adapt mixed economy. Aston Martin has entered into emerging market and get benefits
from this. Some of the advantage are as follows:
 Helps in Growth: Emerging market enable the company to expand their product or
service as it allows firm to enter into multinational trade (Hoffmann and Kumar, 2013). It
improves the standard of living of customer as well as company. In context to Aston
Martin, their productivity has increased as they provide qualitative product which
increased the demand of product. Resist against recession: Emerging market improves the resistance skills of company to
defend against the ups and down of economy (What Are Emerging Markets? Five
Defining Characteristics). As Aston Martin serves its products and services within
worldwide so if profit of one place comes down they can earn it from other place and it
impact them to buffer against recession.
The interrelationship between globalisation and emerging market.
As per th views of Philippe Martin, 2014 , Today's world is fully globalised as they
believes that whole world is a one family at the same time comapnies are entering into
emeerging market which leads them to suscess and growth. There is a relationship between
globalisation and emerging market which connect them and that is both leads to expansion and
career growth of a company. Globalisation and emerging economies are considered as one of the
powerful tool which allows comapny to foresee the future (Findlay and et. al., 2012). These both
tool provides the freedom of trade of products and serrvices without no barriers and also
facilitate migration. Because of exploiting the comapny and emerging economy it ensures the
Aston Martin to manufacture the qualitaive product in an affordable price. It only differ in
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productivity and income level rather than most of the parameters are similar and interrelated to
each other.
The cross factors can impact on Aston Martin production abroad
According to the opinion of Pooja Chatterjee, 2016, Automotive industry is considered as
the most developing sector that has a huge influences on the economy of a country. In the auto
mobile sector innovation and advancement is necessary and organisations are widely concern on
analysing the factor that has impacted on the performance of an organisation. Aston Martin
Lagonda Global Holdings Plc is a British Independent manufacturer of luxury sports cars and
grand tourers. The major concern area of the firm is to manufacture high tech and advance car
features in respect to capturing a wide area of market. In the auto-mobile sector competition is so
higher within the commercial centre and the major consideration of Aston Martin is to analyse
the cross factors that impacted on the production of the company. External forces are causing the
automotive industry to go through a period of accelerated change. Though high levels of internal
competition drove innovation in the past, new sources of competition have emerged and have
increasingly influenced the development and design of vehicles. There are various cross factors
that can impact on Aston Martin production abroad, some are associated as below:
Raw Material Price: Automotive industry basically enjoyed falling commodity prices for most
part of the year which helped the industry pass on the benefits to the buyers. The fall in the steel
prices mainly was favourable to the industry, there are also some important aspect that are
required for the production of cars. Lack of raw material cause issue in the production of firm,
thus Aston Martin has its various business operations at global level and different country has
their own estimation in regards to the raw material. However the high price of raw material may
influence the production.
Interest Rates: This considered as the major factor that influences the overall operation and
production of the firm. The interest rate is developed by the government of country and each
country has its own norms and policies. The Aston Martin is majorly focused towards expanding
its business within emerging countries and the interest rate of countries are different from each
other and the law rate interest on car sale has influences the growth and profitability of the firm.
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Chapter 3: Research Methodology
This is an appropriate systematic, theoretical evaluation of the tools which are used to a
specified area of study. It also refers as a systematic process in which various aspects are
involved as assist the whole investigation work in right direction. Methodologies are mainly used
to collect data and information for the purpose of creating appropriate decision to overcome with
the research issue (De Vos, 2012). This is an essential aspect of the research that is based on a
systematic selection of different applications that supports the literature in appropriate manner.
This section has involved various aspects that plays significant role in providing appropriate
solution to a study problem.
Type of Investigation
The primary consideration of a researcher is to select the best suitable type of
investigation in respect to assist the overall investigation in right direction. The type of research
is different like qualitative or quantitative research methodology, thus the selection is depend on
the information which are accumulated through the potential efforts of investigator. Qualitative
investigation is a scientific tool of observation that is based on accumulation of non-numerical
data as in this theoretical data is being gathered, on the contrary quantitative research is a
systematic empirical investigation of observable phenomena with the help of statistical,
mathematical, or computational techniques. In this present research work quantitative research
has been used by the researcher thus it is most suitable tool for drawing valid and reliable
outcome through conducting in-depth and detailed analysis on the chosen area of study. In this
existing research work data is majorly collected through questionnaire as in this questionnaire is
prepared and filled by the respondents through he process of survey.
Research Approach
This is considered as one of the vital part of investigation method which helps in carry
out the investigation work in efficient manner in respect to obtaining authentic results. This
section of the research is categorised among deductive or inductive research approach (Kollman,
2016). In this particular investigation activity inductive formulation approach can be applied by
the investigator thus it is suitable in conducting proper analysis research with the support of
proper facts and figures.
Research philosophy
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An investigation philosophy is considered as a content about the way in which
information about a process needs to be accumulated, determined and used. It basically deals
with different source, nature and development of knowledge. This part of the exploration has
classified between the two main types like interpritivism and quality investigation philosophy.
In this particular research project, researcher have taken positivism research philosophy is
effective, thus it is appropriate in providing a analysis report which will help the investigator to
study the data from the various prospect of certain phenomenon. This is one of the most
suitable tool for quantitative research as in this data has been gathered through sensory
experience, interpreted through reason and logic, forms the exclusive source of all certain
knowledge.
Data Collection Tools
It is the most important tool of the research methodology, thus the first responsibility of
the research worker is to collect valid or dependable data for concluding the research work in
proper manner. In a research the data has is collected from the two main types one is primary
and other one is secondary tools of information collection (Coker, 2014). Primary tool is
effective in conducting primary research thus, this is effective in accumulation of data for the
very first time and in this previous reviews are not applicable whereas the secondary tools are
used by the investigator for gathering reliable data through published sources. In the present
investigation activity both primary and secondary source of data collection are used by the
investigator. Primary tool is helpful in executing survey in which questionnaires are used, that
includes the purpose and motive of the research. Under this questionnaires is filled by the
respondents whereas in the secondary research is impressive in conducting the data for the
literature review with the support of collecting data from secondary tools like books, journals,
published articles, newspapers etc.
Data Sampling Tools
Sample distribution is recognised as a method which is applied in statistical investigation
in that a planned amount of observations are taken from a large population. Sampling has been
categorised among probabilistic and non-probabilistic sampling technique. The technique applied
to collect from a large population based on the type of investigation being done but may include
simple random sampling or systematic sampling (Robertson, 2012.). In the present investigation
project random sampling tool is being used by the researcher thus it is useful in accumulation of
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dependable information. Under this research the sample size of 40 respondents has been selected
by the investigator, thus employees are the major respondents of this research.
Inclusive and Exclusive criteria for research
Inclusive Criteria Exclusive Criteria
This is the primary consideration of research
thus these are requires to be included in the
research for effectively completion of research
work.
In this employees are the major inclusive
aspect of the investigation as they are more
reliable and effective in providing appropriate
information in regards to the operations of
firm.
Exclusion criteria are those characteristics that
disqualify prospective subjects from inclusion
in the study.
The major exclusive criteria for this research is
the people who are having knowledge about
the company or its operations, normal random
people are restricted as they can mislead the
research and drawing a wrong outcome.
Time Line
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