The Role of Globalisation in Business Success: Marks & Spencer Report

This research project investigates how globalisation can drive business success, using Marks & Spencer as a case study. The report begins by defining globalisation and its impact on businesses, particularly within the retail sector. It explores Marks & Spencer's strategies for entering and competing in global markets, including market expansion and product offerings. A literature review provides a theoretical foundation, discussing globalisation's concepts and effects on business success, such as increased competition and technological advancements. The research employs a mixed methodology, combining primary data from surveys with secondary data from various sources. Data analysis reveals insights into the benefits of globalisation for Marks & Spencer, including market access and brand awareness. The study also identifies challenges such as cultural issues and competition. The research concludes by highlighting effective strategies for operating at a global level, such as internet and transactional marketing. The report's findings offer valuable insights into the opportunities and challenges of globalisation for businesses like Marks & Spencer, emphasizing the importance of adapting to a globalized environment.

RESEARCH
PROJECT

Topic: Globalisation can drive business success
INTRODUCTION
Overview of Research
Globalisation is defined as process of integration and interaction within individuals,
enterprises and governments of various countries, process that driven through international trade
as well as investment that help through digital technology (Alejandra Gonzalez-Perez, 2013). In
order to survive and sustain in competitive market, it is very essential for business to have new
and innovation in enterprise. This means national and domestic business operate their firm in
global market by providing free transferring of products, goods, capital for achievement of goal
and objectives of business. Therefore, globalisation is considered as new concept in modern
world to make business to transfer goods and services without any disturbance at global market.
Background of Research
The globalisation means enhance trade around world mainly through large size
organisations producing as well as trading the products in several various countries (Apăvăloaie,
2014). Marks & Spencer is a main international retail merchant in London. It is specific in
marketing of food, home and clothing products. This firm provide its services as well as products
in many countries for gaining the profit and attain success. Re-entering the retail industry as
hyper- market by increasing existing goods in context of quality or developing the new goods
under Brand Marks & Spencer that will aids to tap potential market for groceries and food.
Rationale
Present report is supported on about how globalisation can drive their enterprise success.
Leader conduct investigation for self-interest. It is helpful in provide knowledge related to the
globalisation concept (Appel, Franz and Hassler, 2014). Through conducting this investigation,
skills and core competencies of a leader will be enhanced and it will help in the future career.
Research Aim
The aim is “To determine how globalisation can drive business towards success.” A
Study on Marks and Spencer.
Research Objectives
 To determine the concept of globalisation.
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 To determine impact of globalisation on success of Marks and Spencer.
Research Questions
 What is the concept of globalisation?
 What are the impact of globalisation on success of Marks and Spencer?
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LITERATURE REVIEW
It refers to broad compact of the past research on particular subject field. It helps in give
theoretical contribution regarding specific research field. It conveys reader about the ideas as
well as knowledge that have been established on topic. It is based on secondary data collection
method (Axelrod and VanDeveer, 2014). The different sources which needed to conduct this
research part are books, journals, articles, internet sources etc.
Globalisation Concept
On the basis of opinion of Williamson (2019), it has been stated that Globalisation is
regarded as procedure of the global consolidation that can be arising by interchange views,
products and services. This plays a essential part in enhance the exchange of the natural and
cultural resources (Bailey and et al., 2018). In globalisation, different countries are to be
liberalised import protocol and also the foreign investment in to the sectors which are helpful in
enhance country economy (Baud and Durand, 2012). Globalisation helps in give effective trade
opportunities to business by target new market, enhance manufacturing, adopt advance
technology etc. On the other hand, in globalisation, countries liberalise their visa process and
rules in order to permit the free flow of the people from one country to other. It effects in freeing
unproductive industries to productive and investment sectors for export activities in win- win
conditions for world economies (Belás and et. al., 2014). In context to enterprise, economic
process is alterated in business that is concerned with the individual state to one that it operated
in others.
Impact of globalisation on success of Marks and Spencer
As per view point of Mike Myatt (2016) Marks & Spencer is one of the large selling. It is
best-selling firm for article of clothing unit. The globalisation is leasing concept that has become
the main factor in business life (Beynon-Davies, 2013). This phenomenon impact economic
system, social group, geographical area, enterprise living in different manner. These are the
changes mainly related to enhancing competition level, fast alteration in information transfer
and technology. There are some impact of the success of Marks and Spencer mention:
Competition- The economic process leads to the enhanced rivalry (Carneiro and Brenes,
2014). This can be related to good, service, reference point, application and many others. When
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Marks and Spencer manufacture and offer its products at low cost then it is able to acclimatise its
market share.
Exchange of Technology- This is more striking globalisation indication that can be
achievement business opportunities (Cavusgil and Knight, 2015). On the other hand, technology
is one of the main competition tools and it impacts on work and good. The economic process has
increased speed of scientific improvement and technology movement.
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RESERACH METHODOLOGY
Research methodology is regarded as essential concern of a study that describes the methods
by researchers can conduct their investigation. In general, methods for conducting a study can be
classified into three main categories as qualitative, quantitative and mixed. Quantitative method
usually based on the philosophy of rationalism that is – human beings gain knowledge on their
capabilities to reason. On the other hand, qualitative method follows empiricism which states
that the only knowledge which human beings can acquire is gained through sensory experience
(Cohen and Kietzmann, 2014). Along with this, quantitative method includes a structured
approach, a predetermined concept or issues within a research, rigid set of procedures and more.
Whereas qualitative method involves unstructured approach open methodology, flexible
procedures, face to face interviews etc. Apart from both methods, Mixed method is another type
of research method that mainly aims to use advantages of both quantitative and qualitative to
search research issues. The techniques used to gather information for applying the above
methods are primary and secondary research.
(Source: Research Onion, 2016)
Primary research helps in gathering original and more reliable information by conducting a
survey on chosen population. Hereby, researchers personally take interviews through online or
offline procedure in order to collect data based on human perception (Crane and Matten, 2016).
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Illustration 1: Research Onion

While under secondary research, information is collected mostly from published data which can
easily be found on internet sources, books and journal articles, newspapers, company’s data and
more. It provides a huge amount of information that aid researchers to easily aid issues but fails
to deliver accurate data as compared to primary research.
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DATA ANALYSIS
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THEME 1: Alert about concept of globalisation
Q1) Do you aware about concept of
globalisation?
Frequency
Yes 25
No 5
Interpretation: It has been stated from given diagram that according to 25 responsive that they
have idea about the globalisation concept. There are 5 other participants who does not have any
knowledge or idea about globalisation and made aware about it.
THEME 2: Globalisation help an organisation to gain success
Q2) According to you, does globalisation
help company to gain the success?
Frequency
Yes 22
No 8
9
Yes No
0
5
10
15
20
25
25
5
Column B

Interpretation: From the above diagram, it has been concluded that out of 30 participants 22
said that globalisation helps the business of Marks & Spencer in providing success and
remaining 8 respondents were not agree with the provided statement.
THEME 3: Globalisation benefits to business of Marks & Spencer
Q3) What are the benefits of globalisation
to Marks & Spencer business?
Frequency
Target new market 16
Access to talent 10
Higher profitability 4
10
Yes No
0
5
10
15
20
25 22
8
Column B

Interpretation: There are various benefits of globalisation which helps respective organisation
to achieve goals and objectives of business. The above diagram represents that out of 30
respondents 16 said with help of economic process enterprise can able to target new market place
and gain attention of them. There are 10 respondents which said that through globalisation,
Marks & Spencer can access to the talent. 4 respondents said that by conducting the business at
global level, business organisation can provide its goods and services to international consumers.
With the help of this profitability will be enhanced of Marks & Spencer.
THEME 4: Globalisation affect on Marks & Spencer business success
Q4) In which way, globalisation affect on
the Marks & Spencer business success?
Frequency
Positive 20
Negative 10
11
Target new market Access to talent Higher profitability
0
2
4
6
8
10
12
14
16
16
10
4
Column B

Interpretation: With rise in globalisation, it has impacted business in both positive as well
negative way that hamper activity and operation of organisation. It is very important to know
about both aspect for carrying out work in effective and efficient manner. The above bar diagram
represents that out of total number of respondents that is 30, 20 said it provide positive impact to
business and remaining 10 said it provide negative impact.
THEME 5: Resources needed through company at the time of conducting the business at
global level
Q5) What essential resources needed
through company during conducting the
business at global level?
Frequency
Human Resource 10
Technological resource 16
Financial 4
12
Positive Negative
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation: There are various resources which are essential for business to conduct their
activities and operations at global level such as human resource, technological and financial.
From the presented diagram, it has been concluded that out of 30 respondents 10 said that human
resource is of the primary resource that is necessary during conducting an investigation. If Marks
& Spencer will carry through business operations at international level then it will require the
more employees which can help in business operations and deal with international customers.
There are 16 respondents which said that technology is a main resource because through this
firm can interact with customers. 4 respondents are agree with financial resource.
THEME 6: Impact of globalisation in success as well as development of Marks & Spencer
Q6) What is major impact of globalisation
in success and development of Marks &
Spencer?
Frequency
Economies of scale 8
Customer Reach 4
Enhanced Competition 10
High brand awareness 8
13
Human Resource Technological resource Financial
0
2
4
6
8
10
12
14
16
10
16
4
Column B

Interpretation: According to viewpoint of 8 respondents that economies of scale develop
impact of globalisation on success of Marks & Spencer. There are 4 respondents and according
to them through using globalisation firm can reach at large number of consumers. There are 10
respondents which said that competition is main concern due to the high competition level at
global level in retail sector so it develop its negative impact on business. According to 8
respondents, high awareness of brand develop impact on success and growth of Marks &
Spencer.
THEME 7: Effective strategy organisation can use to operate its business at global level
Q7) According your opinion, which is most
effective strategy organisation can use to
conduct its operations at the international
level?
Frequency
Internet Marketing 10
Transactional Marketing 12
Diversity Marketing 8
14
Economies of scale
Customer Reach
Enhanced Competition
High brand awareness
0
1
2
3
4
5
6
7
8
9
10
8
4
10
8
Column B

Interpretation: From the above analysis, this has been stated that there are many different
strategies which company can be use to operate its business at global level. There are 10
respondents and according to them, internet marketing is better strategy because through internet
firm can connect with tits clients and provide them its better offerings. There are 12 respondents
and they said that transactional marketing is better strategy. According to 8 respondents that
through diversity marketing firm can enter in to new product line and increase its business
operations.
THEME 8: Issues faced by Marks & Spencer during making its business globalise
Q8) What are major problems faced by
Marks & Spencer during conducting
business at the global level?
Frequency
Culture Issue 12
Competition 5
Legal and legislative barriers 4
Tax and Tariff 9
15
Internet Marketing Transactional Marketing Diversity Marketing
0
2
4
6
8
10
12
10
12
8
Column B

Interpretation: The firm face several problems issues when it conduct its business operations at
international level. As per opinion of 12 respondents that culture is main problem that Marks &
Spencer face because each country has the different culture. There are 5 respondents and they
said that competition is high at global level so it is complex for Marks & Spencer to retain at
international level for long time period. 4 respondents said that legal and legislative barriers
develop negative impact on business. According to viewpoint of 9 respondents, tax and tariff is a
major problem to conduct its business operations at the global level.
THEME 9: Methods through which Marks & Spencer company can overcome from the
globalisation issues
Q9) What are different methods through by
which Marks & Spencer company can
overcome from the globalisation issues?
Frequency
Follow rules and regulations 10
Conduct Investigation 6
Adopt communication channel 14
16
Culture Issue
Competition
Legal and legislative barriers
Tax and Tariff
0
2
4
6
8
10
12
12
5
4
9
Column B

Interpretation: Under this, it is essential for an organisation to get over from the arisen
globalisation issues for conducting its business in smooth way at international level. According
to opinion of 10 respondents that firm should follow all the rules and regulations to conduct
business at global level. As per view point of 6 respondents that, company can conduct an
investigation to aware about the existing products and competitors at market place. According to
14 respondents, Adopt better communication channel is a better way to overcome from the
globalisation issues effectively.
17
Follow rules and regulations
Conduct Research
Adopt better communication channel
0
2
4
6
8
10
12
14
10
6
14
Frequency

RESEARCH OUTCOMES
Findings to Stakeholders
From the entire study on globalisation and its impact on multinational organisation, it has
evaluated that this concept proves beneficial and unfavourable too for the companies (Epifanova
and et. al., 2015). As globalisation lead to increase trade activities across overseas market, aid to
people mobility from one country to another more easily, enhance competition etc. Due to this
concept, M&S gain opportunity to easily transfer its employees in another branches of business,
which are expand in more than 30 countries (Ferraro and Briody, 2017). Along with this,
increase competition aid respective company in bringing innovation in business and offer
products in more creative way. It also helps in reaching towards targeted customers that generate
better profitability for Marks and Spencer. But this company also needs to concern on some
factors that may impact negatively on its operational activities. It includes international laws,
organisational culture, improvement in technology, changing patterns of market demand and
more. Here, to follow international rules this company has to make changes in existing policies
that may affect working procedures. For this assistance, management needs to provide proper
information to employees and other stakeholders to bring their attention towards changes in
business (Kasemsap, 2015). This would help in reducing the chance of conflicts and resistivity of
workers as well.
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20

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REFLECTION & RECOMMENDATION FOR ALTERNATIVE
RESEARCH METHODOLOGY
Reflection
Present investigation is taken into consideration on how globalisation can drive the
success. Globalisation helps in give advantages to success of business in various ways. When I
conducting this investigation, I get deep understanding about the concept and enhance
knowledge regarding the related points of globalisation. I faced problems concerned with the
collection of data, time and cost. These all factors plays a necessary role in performing all the
research activities in significant way. In order to get over from all issues, I developed a better
time management plan and also divide activities according to set time period. Fro gathering
information, I used authentic sources that provide relevant information.
Alternative Research Methodology
Methodology is helpful in conducting investigation and collect data or information in an
effective manner. Under this, questionnaire has been used to gathering data from different
respondents regarding specific area. Other than this, alternative methodology that can be used
through research will be interview. In this, researcher get the information about the particular
area from selected people. It is time consuming and helpful in give authentic data and
information related to specific topic.
CONCLUSION
It has been concluded from given information that globalisation is broader area concept
and it gives various advantages to business firms which conducting their operations at global
level. The globalisation develops positive as well as negative impact on activities of business
operations in an significant way. It helps in create positive communication between two various
countries through trade. By performing the business operations internationality, company can
target new markets and also provide them information about its latest offering in detailed
manner.
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