Globalisation's Impact on British Telecom's Marketing Function Report

This report examines the impact of globalisation on British Telecom (BT), a multinational telecommunications company. It analyzes the positive economic, cultural, and ethical impacts of globalisation on BT's marketing function. The report includes an introduction to globalisation, a project management plan encompassing cost, scope, time, quality, communication, risk, and resources. It also incorporates a work breakdown structure and a Gantt chart for project timelines. Furthermore, the report presents findings from qualitative and quantitative research methods, including questionnaires, to gather data on globalisation's effects. Recommendations are provided based on the research and data analysis, concluding with an assessment of the research's value in meeting the stated objectives. The report aims to determine the advantages of globalisation for BT, measuring its influence on marketing and identifying the relationship between globalisation and various factors affecting BT's operations.

Managing a successful
business project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Aim of the project and outline its objectives.................................................................1
P2 Aspects of cost, scope, time, quality, communication, risk and resources.................3
P3 Work breakdown structure and a Gantt chart to provide time frames and stages......4
TASK 2............................................................................................................................................6
P4 Small-scale research by applying qualitative and quantitative research methods......6
TASK 3............................................................................................................................................9
P5 Research and data using appropriate tools and techniques..........................................9
P6 Recommendations as a result of research and data analysis......................................18
TASK 4..........................................................................................................................................18
P7 Value of undertaking the research to meet stated objectives and own learning and
performance.........................................................................................................................18
CONCLUSION............................................................................................................................19
REFERENCES.............................................................................................................................20

INTRODUCTION
Globalisation is considered as an important process through which business organization
can develop their operations on international scale. Mainly, it is interaction among people,
companies in over the world. The main advantage of this concept is to reduce the poverty and
unemployment in the nation ( Baylis, Smith and Owens, 2017). Process of globalisation help
business organization to offer variety of products and services to the customers as per their needs
and wants. Present report is based on the British Telecoms, is multinational telecommunication
holding company based in London. It provides broadband, fixed line, mobile service, IT services
and many more to the customers in various countries. Report also cover scope, quality, risk,
communication, time and resource which help in making a successful project plan. Along with
this, qualitative and quantitative methods is also included in this project to attaining research
outcomes in appropriate manner.
TASK 1
P1 Aim of the project and outline its objectives
Globalisation is a process which may develop economic interdependence which may
increase the values and variety of products and services in across the world. With the help of
this process company can easily enhance their sale and share better relation with another
country. Along with this, it also contributes in making quality products and services that
offer to the customers for attaining their satisfaction level. Globalisation is also increase in
the technology advancement and also reduce the transaction cost. It may increase the
revenue of nation. When company operate their business at global level they required
appropriate sources like advance technology, finance, manpower and many more (Kerzner
and Kerzner, 2017). All these are important for company to expand their business activities
in another country. In context of British Telecoms, if they operate their operational activities
at global level than they should understand about the customers’ needs and want to
effectively manufacture appropriate products. By this company can easily enhance their
profitability level at market place.
Background of project
Globalisation is considered as an important process of expanding their business in
another country which may help in enhancing the technology advancement. This will
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increase the chances of attaining better success. In context of British Telecom, it is an
effective way to sharing as well as exchanging the ideas, product and services in over the
world. It can reduce the chances of arising issues within the company and activities as well
(Pieterse, 2015). British Telecoms is multinational company which provide IT services,
mobile services, broadband and many more in the whole world. In addition of this,
marketing is also play vital role in globalisation because it helps in selling as well as
promoting services at global economy. Therefore, according to the case scenario, British
Telecom has hired a consultancy firm which will conduct survey for the company in order to
provide information related to globalisation and its impact on the firm. Thus, it will help
British telecom to understand what kind of changes in their business functions can provide
benefits. Other than this, what all factors are required to be looked after so as to give
effective services and facilities to its customers. Therefore, this assignment will assist the
researcher in doing the same.
Aim:
“To determine the positive economic, cultural and ethical impacts of globalisation on
marketing function within the organisation. A case study on British Telecom.”
Objectives:
 To identify the main concept of globalisation in marketing, HR and operation
function.
 To determine the advantage of globalisation for British Telecom’s activities.
 To measure the positive economic, ethical and cultural impact of globalisation on
British Telecom’s marketing function.
 To determine the relationship between globalisation and other factors like positive
economic, cultural and ethical impact on British Telecom.
Questions:
 What is the main concept of globalisation in marketing, HR and operation functions?
 What are the advantages of globalisation for British Telecom activities?
 What are the positive economic, ethical and cultural impacts of globalisation on
British Telecom marketing function?
 What is the relationship between globalisation and other factors like positive
economic, cultural and ethical impact on British Telecom?
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P2 Aspects of cost, scope, time, quality, communication, risk and resources
Project management plan is one of the important aspect for every business
organization to effectively execute project activities in effective way. Mainly, it provides
guidelines to the project manager at the time of doing activities. With the help of this,
manager can minimize the chances of arising risk and at the same time also improve the
overall performance of the project (Su, Peng, Tan and Cheung, 2016). Along with this, it
also provides support to team members for measuring the actual performance to evaluate
whether all the activities done appropriately or not. In this context, there are some important
element that may use in preparing project management plan:
Cost: It is important factor for every project manager to accomplished project
activities in most effective manner. Mainly, it is considered as adequate money that required
while executing plan activities (Jamal and Camargo, 2014). Thus, it is crucial for researcher
to effectively categorised all the segments like labour cost, field work cost and many more.
With the assistance of this, positive outcomes if the project can be effectively achieved. In
order to do this research cost which will be required will be around £30000
Scope: It is also important for business organization to serve best and quality
services to the customers as per their requirements. For this, manager of British Telecom is
responsible for analysing their needs so that they can easily provide them same. With the
assistance of this British Telecom can serve quality services to the customers in different
countries for attaining higher success. Other than this, company will get a wider scope for
areas where firm can expand its business or company can have an idea related to the new
sectors were they can think of operating its business.
Time: For attaining positive outcomes, it is crucial for company to provide best
facilities to the customers right on time. This may help in enhancing the chances of attaining
desirable results. For attaining the same, British Telecom make an effective plan that will be
takes approx 3- 4 months for competition. Under this, entire activities of the research
activities can be done like understanding research, collection of data, interpretation,
recommendation and conclusion. All these will aid in enhancing the chances of attaining
positive outcomes.
Risk: It is one of the important duty of project manager to analyse the risk factors
while carry out the research. As cost and time of the major risk for the manager that may
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negatively impact on the end results of the company and project as well. Thus, it is
important for investigator to manage both time and cost. Apart from this, changes in the
regulation and technology is also a major issue that faced by the company at the time of
globalise their business (Khan and et. al., 2015). Apart from this, use of collected data and
information in an unethical manner can be consider as one of the risk for a researcher.
Resource: While conducting research, there are various resources that can be
required to complete the project activities. Time, fund, human resource, technology and
many more are the important resources which help in understanding the project activities in
most effective manner.
P3 Work breakdown structure and a Gantt chart to provide time frames and stages
Work breakdown structure is considered as an important procedures of dividing all
the activities in various smaller segment (Yin, 2017). By this entire project can be
effectively performed. In addition of this, it also helps investigator to manage entire project
activities in appropriate manner that may contribute in attaining set goals and objectives in
limited time frame. With the use of this structure researcher can easily perform all the set
activities in effective way.
Gantt Chart:
It is an important tool which introduce by Henry Gantt with the purpose of
completing task in effective manner. Mainly, it represents data and activities in horizontal
form that define task activities along with specified time duration. Along with this, it also
includes the starting and finishing time in which all the activities of task gets complete. This
will increase the chances of attaining positive results.
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TASK 2
P4 Small-scale research by applying qualitative and quantitative research methods
Research play an important role in determining the actual end result of the project in
systematic manner. In this investigator needs to use right method to carry out appropriate
research (Paniagua and Sapena, 2014). With the help of this, they can easily draw a valid
conclusion by gathering relevant data and information towards the research activities. In this
context, there are two type of research methods that can be understood by following points:
Qualitative: It is an important method through which investigator understand the
customer’s opinion and views to gather appropriate data and information. Along with this,
researcher measure the data in the form of theoretical basis. With the help of this,
investigator can easily resolve issues related with research.
Quantitative: It is also an effective method to gather data towards research and its
activities as well. By using this method, researcher include the use of computational,
mathematical tool to evaluate the data and results as well.
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Data collection: It is an effective process of gathering data towards the particular area
and topic as well.
Primary: In this method, all the data is collected for first time which never been used
before. With the help of this, investigator can easily gather relevant data and information
(Primary research, 2018). It may include surveys, questionnaire, observation and many
more that may help in understanding respondents views and opinion towards the research.
Questionnaire
Name:
Age:
Contact no.:
Address:
Email id:
Q1. Are you aware about the concept of globalisation?
a) Yes
b) No
Q2. What are the major ways that may enhance globalisation?
a) Effective supply chain management
b) Information and communication technology
Q3. What are the main advantage of globalisation for British Telecoms?
a) Foreign direct investment (FDI)
b) Technological innovation
c) Create job opportunities
Q4. What are the major shortcoming faced by British Telecoms at the time of
expanding their business activities?
a) Public relations
b) Legal and regulatory structure
c) Organisational structure
Q5. Is globalisation concept is effective for British Telecoms to enhance their growth
level?
a) Yes
b) No
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Q6. As per your point of view, does globalisation is providing wider area to the
business organization for expanding their activities in different countries?
a) Yes
b) No
Q7. Is concept of globalisation put positive impact on the marketing activities of
British Telecom?
a) Yes
b) No
Q8. As per your concern if British Telecom is using effective marketing strategies to
invite customers at global level?
a) Yes
b) No
Q9. According to you, what kinds of activities are performed by marketing function
of British Telecom while expanding its business in other countries?
a) Increase innovation
b) Determine customers needs
c) Improve market share
Q10. Any recommendations you want to give to company so that they can improve
their activities related to marketing function?
Secondary: This type of method is also effective for the research as it is collected
through available sources. With the help of this, investigator can easily take appropriate
decision and improve chances of attaining positive outcomes. In addition of this, main
sources of this type of method is books, journals, articles, magazines and many more.
Sampling: It is an effective procedure of choosing the sample size from a population.
By this investigator can easily gather relevant data and information towards the specific area
and topic as well (Banks, 2014). For selecting sample size, researcher use random sampling
method to gather data in appropriate manner. In this, investigator select 30 respondent from
the population for analysing as well as evaluating their views and opinion towards the
research topic.
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TASK 3
P5 Research and data using appropriate tools and techniques
Theme 1: Concept of globalisation.
Q1. Are you aware about the concept of globalisation? Frequency
a) Yes 25
b) No 5
Interpretation: From the above mentioned graph, 25 respondents are familiar with concept of
globalisation which means they know that globalisation is an integration of economic activities
which further assist company in operating its business in an effective manner. On the other hand
5 respondents are not much aware about the concept of globalisation concept.
Theme 2: Effective supply chain management is major tools that may enhance
globalisation.
Q2. What are the major tools that may enhance globalisation? Frequency
a) Effective supply chain management 20
b) Information and communication technology 10
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Interpretation: As per above mentioned graph, 20 respondents believes that British Telecom
have effective supply chain management which is an important tool for serving quality services
to customers. Along with this, 10 people are agreeing with the fact that information and effective
communication technology is also an effective tool that helps company to expand their business.
Theme 3: Foreign direct investment (FDI) is the main advantage of globalisation for
British Telecom.
Q3. What are the main advantages of globalisation for British
Telecoms?
Frequency
a) Foreign direct investment (FDI) 15
b) Technological innovation 10
c) Create job opportunities 5
10

Interpretation: From the above mentioned graph, it is identified that according to majority FDI
is main benefit of globalisation that may help in increasing profitability of the company. Along
with this, 10 respondents give their views that globalisation increase innovation in technologies.
5 people said that it creates number of job opportunities for the nation.
Theme 4: Major shortcoming faced by British Telecoms at the time of expanding their
business activities.
Q4. What are the major shortcomings faced by British
Telecoms at the time of expanding their business activities?
Frequency
a) Public relations 10
b) Legal and regulatory structure 10
c) Organisational structure 10
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Interpretation: As per given graph, 10 people thinks that public relation is an issue that is being
faced by company at the time of expanding their activities at global level. Whereas, 10
respondents said that legal and regulatory structure of another country is also a issue for British
Telecoms. Along with this, rest 10 believes that organizational structure is also an issue that can
be faced by company at global level.
Theme 5: Globalisation concept is effective for British Telecoms to enhance their
growth level.
Q5. Is globalisation concept is effective for British Telecoms
to enhance their growth level?
Frequency
a) Yes 20
b) No 10
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Interpretation: As per above given graph, 20 respondents said that concept of globalisation is
more effective for British Telecoms through which they can easily attain success at market place.
In addition of this, 10 people are not in favour of this statement.
Theme 6: Globalisation provide wider area to the business organization to expand
their activities in different countries.
Q6. As per your point of you, is globalisation provide wider
area to the business organization to expand their activities in
different countries?
Frequency
a) Yes 15
b) No 15
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Interpretation: As per above mentioned graph, 15 respondents gave their views and
opinion that globalisation provide wide area to the British Telecoms to expand their
operational activities at global level which may help in establishing positive brand image.
Along with this 15 people are not satisfy with this statement.
Theme 7: Concept of globalisation put positive impact on the marketing activities of
British Telecoms.
Q7. Is concept of globalisation put positive impact on the
marketing activities of British Telecoms?
Frequency
a) Yes 20
b) No 10
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Interpretation: From the above mentioned graph, 20 respondents said that globalisation put
positive impact on the marketing activities of British Telecoms that may contribute in
enhancing market share of the company at global level. On the other side, 10 people are not
agreed with this statement.
Theme 8: British Telecom use effective marketing strategies to invite customers at
global level.
Q8. Is British Telecom use effective marketing strategies to
invite customers at global level?
Frequency
a) Yes 25
b) No 5
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Interpretation: As per above mentioned graph, 25 respondents said that British Telecoms
use appropriate marketing strategy with the purpose of influencing customers at global level.
Along with this, 5 respondents are not agreed with this statement.
Theme 9: Increase innovation is main role of marketing function in British Telecoms
at the time of expanding business in other countries.
Q9. What are the main role of marketing function in British
Telecoms at the time of expanding business in other
countries?
Frequency
a) Increase innovation 15
b) Determine customers needs 10
c) Improve market share 5
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Interpretation: From the above mentioned graph, it has been evaluated that marketing play
vital role in the globalisation that may increase the performance level of the company at
global level. In this, 15 respondents said that marketing function increase innovation for
company. 10 people give their views that it helps in evaluating customers demand. On the
other side, 5 respondents said that it contributes in increasing market share of the company.
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P6 Recommendations as a result of research and data analysis
Globalisation is an important procedure to reduce the boundaries among different
countries. In which business organization can easily operate their business activities in
different countries with the aim of enhancing their growth level. It has been recommended
that, company should implement the concept of globalisation which may help in improving
the overall performance of the business at global level. Along with this, marketing function
of British Telecom is also including some modifications on the basis of customers needs and
wants so that better services and facilities can be provided. This may help in increasing
strong customers base and at the same time also make loyal towards its offerings. On the
other hand, ethical and cultural factors also play vital role in British Telecom to produce
quality services as per customers taste and preferences. Thus, it is important for company to
implement all the taste and demand of the customers while manufacturing products and
services. For capturing larger market share, company needs to have proper knowledge about
market trends and changes so that firm can easily influence its customers base to establish
their positive image at market. In terms of recommendation, company should analyse the
changing trends that are present in the market area. As a result, it will assist them in giving
effective services and facilities to its end customers. Other than this, British Telecom can
have a separate research and development department who can directly provide information
relate to the choices and preferences of customers to managers so that effective strategies
can be made.
TASK 4
P7 Value of undertaking the research to meet stated objectives and own learning and
performance
This present report is based on positive economic, cultural, and ethical impacts of
globalisation on function of marketing. Under this, I used the qualitative method of research
which was helpful in meeting with project objectives in an efficient manner. When I was
conducting this investigation, I faced some issues such as cost and time, I was not having
adequate amount of money. Thus, while going through this research I got to leant about cost
control and money management skills. On the other hand, I was unable to communicate
with people and also delegate them about project. So, here I need to make improvement in
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my negotiation skills. In addition to this, I do not have the enough time to complete all
activities in a proper way. I have to maintain all tasks on the basis of time period. It would
help me in performing all activities in significant manner. Therefore, conducting this
research helped me with increasing my knowledge related to globalisation and its impact on
marketing function within British Telecom such as in order to connect with its customers
company is using effective marketing strategies. As a result, it is helping firm in enhancing
its sales and profitability in a speculated time frame.
CONCLUSION
From the above mentioned report, it has been concluded that globalisation play vital
role in enhancing growth of the nation and company as well. The main reason behind this is
that when a company expand their operational activities in another country than the concept
of globalisation helps them in offering as well as delivering quality services to customers.
This will help in enhancing their market share and customers base as well. In addition of
this, project management plan is also consider as an important aspect for British Telecom to
attain set goals and objectives in systematic manner. Furthermore, work break down
structure and Gantt chart is also provided so as to have an appropriate framework. This will
further assist manager of the company in successfully complete the project. It directly
contribute in increasing the chances of attaining positive results of the research.
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REFERENCES
Books and journals
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introduction to international relations. Oxford University Press.
Kerzner, H. and Kerzner, H. R., 2017. Project management: a systems approach to
planning, scheduling, and controlling. John Wiley & Sons.
Pieterse, J. N., 2015. Globalization and culture: Global mélange. Rowman & Littlefield.
Su, W., Peng, M. W., Tan, W. and Cheung, Y. L., 2016. The signaling effect of corporate
social responsibility in emerging economies. Journal of business Ethics. 134(3).
pp.479-491.
Jamal, T. and Camargo, B. A., 2014. Sustainable tourism, justice and an ethic of care:
Toward the just destination. Journal of Sustainable Tourism. 22(1). pp.11-30.
Khan, K., Abbas, M., Gul, A. and Raja, U., 2015. Organizational justice and job outcomes:
Moderating role of Islamic work ethic. Journal of Business Ethics. 126(2). pp.235-
246.
Yin, J., 2017. Institutional drivers for corporate social responsibility in an emerging
economy: A mixed-method study of Chinese business executives. Business &
Society. 56(5). pp.672-704.
Paniagua, J. and Sapena, J., 2014. Is FDI doing good? A golden rule for FDI ethics. Journal
of Business Research. 67(5). pp.807-812.
Banks, J. A., 2014. Diversity, group identity, and citizenship education in a global
age. Journal of Education. 194(3). pp.1-12.
Mittelstaedt, J. D., Kilbourne, W. E. and Shultz II, C. J., 2015. Macromarketing approaches
to thought development in positive marketing: Two perspectives on a research
agenda for positive marketing scholars. Journal of Business Research. 68(12).
pp.2513-2516.
Boulouta, I. and Pitelis, C. N., 2014. Who needs CSR? The impact of corporate social
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Online
Primary research. 2018. [Online]. Available Through:
<http://businesscasestudies.co.uk/food-standards-agency/market-research-and-
consumer-protection/primary-and-secondary-research.html>.
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