Globalisation and Business Success: A Case Study of Marks and Spencer

This report investigates the influence of globalisation on the business success of Marks & Spencer. It begins with an introduction to globalisation and its impact on businesses, followed by research objectives and questions. The literature review explores the concept of globalisation, factors enhancing business success, and issues arising in business analysis. The research methodology section details the research philosophy, approach, time horizon, design, and methods used. The report then analyses the data, offering recommendations and reflections on the findings. The conclusion summarises the key insights, and references are provided. The research aims to understand how globalisation drives business success, providing insights into market analysis, business strategies, and the challenges of international expansion for Marks & Spencer.

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................3
Research objectives.....................................................................................................................3
Research questions......................................................................................................................3
Rationale of the research: ...........................................................................................................3
LITERATURE REVIEW................................................................................................................4
Knowledge about globalisation...................................................................................................4
Different factors through which business success of Marks and Spencer can enhanced............4
Issues which arise while analysing business success by managers of Marks and Spencer........5
Relationship between globalisation and business success of Marks and Spencer......................6
RESEARCH METHODOLOGY.....................................................................................................7
DATA ANALYSIS & INTERPRETATION..................................................................................9
RECOMMENDATION & REFLECTION....................................................................................18
Recommendation.......................................................................................................................18
Reflection..................................................................................................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

Research title: “How globalisation can drive business success .” A case on Marks and Spencer.
INTRODUCTION
Globalisation defines as interacting and integrate with people across the countries. It is a
process of driving international trade investment which aid to update technology. The main
markets of globalisation is commodity market, money and credit market, capital market etc.
Companies which can increase their market shares and customer base by expanding their work at
global level (Werthmann, 2016). The main benefit of expansion is to build visibility at a global
level which enables firm to become world wide outsources for raw materials in very productive
manner. This will help organisation to led cost competitive at both domestic & foreign market.
Through expansion of a business, it would help to improves infrastructure that will improvement
in communication, effective transportation facility, hence in most of metropolitan area will be
created comfort experience to people. Globalisation which drive business by raising economics.
Marks & Spencer is leading global retailer business is looking for global expansion in the
different region along with differentiation of a production viability and outlook.
Research objectives
 To acquire knowledge about globalisation.
 To study about the different factors through which business success of the Marks and
Spencer can enhanced.
 To determine the issues which arise while analysing business success by managers of the
Marks & Spencer.
 To access relationship between globalisation and business success of Marks & Spencer.
Research questions
 Do you have knowledge about globalisation?
 What are the different factors through which business success of Marks and Spencer can
enhanced?
 What are the issues which arise while analysing business success by managers of Marks
and Spence?
 What is the relationship between globalisation and business success of M&S?

Rationale of the research:
Reason behind choosing this topic is to analyse effect of a globalisation of the business
success. With this it is easy for researcher to understand issues which arise while working at
global level. This makes understand them about different measures through which they can
conduct operations in an effective manner (Weller, 2018). Researcher have interest for topic
globalisation so if they want to expand business at international level, then they get knowledge
about different issues of expansion. This topic is relevant in current market so respondents
provide their views about it.
LITERATURE REVIEW
Knowledge about globalisation
According to Peter Mcmillan, (2018), globalization refers to that the world is becoming
interconnected by trade exchange. Inward investment helps countries by facilitating the new
skills and job for the local people as well as this may helps to make people more aware of global
challenges such as deforestation, global warming and open-eyed them to develop a sustainable
product in the marketplace (Globalisation, 2016). The main purpose of the globalisation is to
allow for developing countries to match industrialized nations through changing production
level, diversification strategy, economic expansion as well as improvement in the living
standards. Moreover, this plays a significance role in interconnecting of people and businesses
across the world that ultimately leads to cultural, economic and political integration of global
market. It is the ability to communicate and change with others all over the world in order to
conduct and expand business at a international level.
Different factors through which business success of Marks and Spencer can enhanced
To expand businesses at global level is very complex because of the differences in
operative modes i.e. cultures, norms, political conditions etc. In the competitive and innovative
world businesses are facing from the problem of latest technologies and competitors strategies.
There are several factors which enhances the business success of Marks & Spencer which are as
follows:
An innovative idea of business: As per the view of Patrick John, (2018), if a company
want to survive in the competitive industry or world, they need to determine the sets which are
separated from the available alternatives. Marks & Spencer needs to analyse the market trends

and building a friendly relations with some customers that impacts on the business success in a
positive manner. The market tendency helps in introducing new product which is in favour of
customers or more demanded by consumers and make a effective plan to make sure the high
growth, success and survive of businesses at international level for a long time duration.
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Effective tools and strategies: For developing the products in the international market
business owner uses the right choice of tools and techniques for survive cross border in effective
and efficient manner. Marks & Spencer needs to develop the pricing strategies to lead the
product price in the marketplace as well as enhance their business by developing and upgrading
in the technologies which are required most to gain a competitive advantages. For using the
effective strategies one thing should be needed to know that is choosing of tools for integrating
with business activities should make life easier of both clients and employees as well as make
sure that they are familiar with specific techniques.
Market analysis: According to the views of Jack Mayor, (2017), when launching a new
product in the market, it is necessary to study the conditions and environment and analyse
whether it is the right time to introduced the product in the marketplace. Marks & Spencer,
critically analysed that the market condition is in favour or not for enhancing their business at a
global level through debuting a new product.
Issues which arise while analysing business success by managers of Marks and Spencer
Doing businesses at a international level provides the new opportunities for company's
growth, success and profits. Marks & Spencer will suffering from the several issues and
challenges while expanding business by launching new product in international market which
should be addressed necessarily that are as follows:
Legal challenges: When a company trade with the other country or launch their products
internationally they have needs to be familiar with respective country's laws. Legal complexities
of global businesses can be challenging and this needs to be follow by a company otherwise it
may results in penalties and fines. This abidance is difficult that differ from country to country
so, M&S needs to keep up with the several legal power to make sure that business is operating
within the law.
Language barriers: This is most challenging and common to do businesses globally, the
company needs to trust on translator for developing a business contacts. M&S can face problems

while supplying their new product to another country at a first time, respective customers of the
company may struggle to understand people because of the different language.
Cultural issues: Culture involves the values, beliefs, gender biasses among people of that
respective country where M&S want to launch their product will effect the businesses. For
example: could demonstrate problematic in countries where women are not given equal rights to
the men, creates a issue of sending their female employees to certain countries. So, every country
have their own cultural values which needs to be required to follow by M&S while introducing a
new product in different country.
Political problems: To enhance businesses internationally the political terms should be
analysed carefully because it impacts more on the company. The favourable relations or strong
relationship with the country's political parties deals in advantageous way. Suppose M&S wants
to launch their product in new country needs to develop a positive and strong political effects
whole business.
Relationship between globalisation and business success of Marks and Spencer
There is a direct relationship between the globalization and success of the business within
the context of M&S. Globalization is a process by which businesses operating their activities and
develop their products at a global level. The main drivers are technological advancement, global
trade, international environment which helps in making easier for the company to enhance their
operation in the other countries. This will helps in making a strong customer base and increase
the sales as well as profits. As per the views of says that no matter what kind of businesses a
company have, political event anywhere in the world will affect businesses. The incredible
expansion of businesses requires potential customers all over the world this will helps in grow a
business. Market diversification will continuously increasing this makes a strong and positive
thinking about the own company from a international prospectives increasingly requires for
success, survival and growth of the business.
RESEARCH METHODOLOGY
Research methodology is a procedure that is used by the researcher to determine, select
the processes and information about any topic ion which they have to undertake the research
(Tan and Macneill, 2015). This section helps the readers of the report to evaluate the reliability
and validity of the study also to identify various techniques and methods used for collecting data

and interpreting. The Research Onion is used by the researcher to explain the methodology that
is used in the research. Various techniques that can be used is given as under :
Research Philosophy : A Research philosophy is a notion about the way in which the
data and the information is collected for a particular topic and how it will be analysed and used
in the research (Mathew and et. al., 2016). There are three types of philosophy:- positivism,
interpretivism and pragmatism. The pragmatist philosophy is used in this research because it is
best suited to the qualitative data as it considers thoughts and beliefs for analysing and solving
problems.
Research Approach : It is the framework that is used to collect, analyse and interpret data
in appropriate manner. Two types of research approaches are inductive and deductive. To
conduct this research inductive approach is used by the investigator as qualitative data is used
and this approach believes on analysis of observations of the researcher.
Time Horizon : Time horizon is the time allocated to the project within which it should
be completed. There are two time horizons – cross sectional and longitudinal. For this research
longitudinal time horizon approach is used as the data is collected from primary sources due to
which the time period may extend.
Research Designs : It is a structure of methods and techniques that a researcher uses by
combining various elements of the research. Different types of research designs are explanatory,
descriptive and experimental (Matthews Garratt and Macdonald, 2018). The research design that
is used in this research is descriptive which helps an investigator in describing the situation and
the case in detail. It is basically a theory based approach and data is so collected is also
qualitative so it suits best to the research.
Research Method : There are two research method that can be used in the research which
are qualitative and quantitative. For this research, qualitative research method is used as it
develops in-depth understanding of the topic on which the investigation is to be done. The data
and the information is provided into data and charts so that the reader can easily interpret it. The
data can be justified as it is authentic and reliable because data is collected directly from the
source.
Sources of data : The data for the research can be collected either directly from the
people who fall under the research i.e., through primary sources or by using the data which has
already been collected by someone i.e., secondary data (Macdonald, Kate and Shelley, 2015).

Primary data can be collected from interviews, questionnaire etc. while secondary data can be
collected through newspaper, magazines, publications of government etc. For the purpose of this
research data is collected from both the sources. Through questionnaire and interviews primary
data is collected and secondary data is collected from government publications, articles, business
magazines, internet. The collection of data from primary sources is expensive and time
consuming which affects the time horizon.
Sampling : Sampling is the methods of selecting a number of observations from the
population which is part of the research. There are two methods of sampling probable and non-
probable sampling. The technique used in this research is simple random sampling as sample can
be randomly selected which reduces biasses as every member has an equal chance of getting
selected.
Research Ethics : These are the set of principles and code of conduct that are to be used
while conducting the research. The aim is protect the interest and objectives of the society which
is part of research. Some of these ethics includes anonymity, informed consent and
confidentiality (Macdonald and Marshall, 2015). Anonymity suggests that the identity of the
respondents must not be disclosed, while informed consent suggests that the consent of the
respondents who provides their information thorough questionnaire must be taken.
Confidentiality suggests that the information so collected must be provided only to the reliable
parties. While conducting this research all of these were considered.
Research limitation : The limitation that is faced while undertaking a research is of time
and cost. In this research the limitation that is faced is of time because the data is collected using
primary sources through questionnaire which is a time consuming process.
Research reliability and validity : As the data is collected by the team of the researcher
directly from the respondents which makes the research authentic, valid and reliable. The
analysis is based on various charts and graphs on the basis of which the recommendations are
provided. The data from secondary sources are also taken from authorised sources which makes
research valid.
Research Budgets : While undertaking the research some cost has to be borne by the
researcher (Jänicke, 2017). Such cost is associated with purchasing of magazines, newspaper,
internet connection etc. Also the it includes stipend which is to be paid to the students who
helped in research. Estimated cost of this research is £ 1500.

DATA ANALYSIS & INTERPRETATION
Questionnaire:
Name:
Age:
Contact no:
Q.1) Do you aware about the concept of globalisation?
a) Yes
b) No
Q.2) Do globalisation is helpful for M&S to increase sales & profits to facilitates to
business success?
a) Yes
b) No
Q.3) Does running business operation at a global level needs effective strategy?
a) Yes
b) No
Q.4) What are various different factors by which M&S can increase business profitability
and success at the global level?
a) Proper marketing
b) Direct investment
c) Available resources & strategy
Q.5) What are the best strategies to expand business operation & productivity in different
zone?
a) Franchising
b) Joint venture
c) Outsourcing
Q.6) Name different benefits of running business operations globally?
a) Ability to access market
b) Increase market share
c) Increase sales for company
Q.7) As per your point of view, what are the major barriers faced by M&S, while

operating business globally?
a) Political issue
b) Financial issue
c) Lack of wide resources
Q.8) What type of relationship is lies between globalisation and success rate of M&S at
global level?
a) Profitable
b) Expansion
c) Sustainable
Q.9) What are measures which M&S can pursue to expand its operation more widely and
rising its profitability globally?
a) Direct investment
b) Wider promotion & advertisement
c) Support of adaptive human resources
Q.10) Recommendation …............................................................................................................
Analysis & interpretation:
Q.1) Do you aware about the concept of globalisation? Frequency
a) Yes 34
b) No 16

Interpretation: From above pie-chart, its interpreted that, out of total 50 respondents, 34
respondents are being aware about concept of globalisation and rest 16 respondents are clearly
unaware about concept of globalisation. The reason is globalisation currently working inside of a
trends, whose purpose is to globalises business operation of the M&S. Globalisation means
expansion of the products or services at an international platform and immense business offers.
Q.2) Do globalisation is helpful for M&S to increase sales & profits to
facilitates to business success?
Frequency
a) Yes 30
b) No 20

Interpretation: From the above pie-chart, its being interpreted that, out of total 50 people,
30 respondents are in belief that globalisation would help M&S to build its business profits and
sales to achieves business success and rest 20 respondents are completely unaware about given
statement. Major reason is that globalisation means all about business & operational expansion at
the global platform and it helps to rise range of product availability to the customers. Also with
globalisation, sales and business profitability can be increases or being developed.
Q.3) Does running business operation at a global level needs effective
strategy?
Frequency
a) Yes 25
b) No 25
Interpretation: From the above pie-chart it can be interpreted that out of the 50
respondents, 25 are of the favour that for running business operations at a global level needs
effective strategy whereas 25 do not agree with the same. Effective global strategy is required by
a business to expand and compete in the global market. In the global markets there are various
competitors that can eliminate the business if effective strategies are not formed to compete with
them. These strategies help businesses in prioritizing the key components and diverting the
resources in the direction so as to achieve goals and objective of the business. This helps the
businesses in becoming cost effective in the global market which enables them to compete well.
Q.4) What are various different factors by which M&S can increase Frequency

business profitability and success at the global level?
a) Proper marketing 13
b) Direct investment 27
c) Available resources & strategy 10
Interpretation : From the above pie-chart it can be interpreted that out of the 50
respondents, 13 are of the view that M&S can increase its profitability and success at global level
by properly marketing its products, 27 say that direct investment can help in achieving the
objective while other 10 say that available resources and strategies can help in increasing the
profitability and success at the global level. All the three activities form an important in an
organisation to increase its profitability and success at global level and must be exercised by the
company in appropriate proportion so that it can increase its success and profitability in the
global market.
Q.5) What are the best strategies to expand business operation &
productivity in different zone?
Frequency
a) Franchising 20
b) Joint venture 14

c) Outsourcing 16
Interpretation : From the above pi-chart it can be interpreted that out of the 50
respondents, 20 favour franchising, 14 favour joint venture and 16 favour outsourcing as the best
strategies to expand business operations and productivity in different zone. Maximum
respondents favour franchising as the best strategy to expand business operations and
productivity in different zone. Franchising is in which a franchisor provides a licensed privilege
to the franchisee to do business and offers assistance in organizing, training, merchandising,
marketing and managing the resources ion return for a monetary compensation.
Q.6) Name different benefits of running business operations globally? Frequency
a) Ability to access market 23
b) Increase market share 12
c) Increase sales for company 15

Interpretation: From the above graph, it is clearly observed that various benefits can be
achieved by M&S while operating at global level. Out of 50 respondents, 23 thinks accessing and
analysing of market can help their management to understand their existing rivalry which makes
easy for them to make suitable and effective decision related with future growth and success of
business. The other 15 and 12 respondents think that expansion of market increasing their market
share which indirectly raises their brand image at global level. The remaining 15 thinks
expansion of business increases the sales of M&S which makes positive impact on their overall
profitability.
Q.7) As per your point of view, what are the major barriers faced by
M&S, while operating business globally?
Frequency
a) Political issue 22
b) Financial issue 14
c) Lack of wide resources 14

Interpretation: The above graph depicts that there are major barriers which can be faced
by M&S at the time of expansion and operating business at global level. Among 50 respondents,
22 thinks political fluctuations can bring more challenge towards an organisation while its
expansion globally whereas the other 14 thinks shortage of funds may restrict M&S in
expansion. The remaining 14 thinks lack of wide resources may bring failure in their decision of
expansion at global level.
Q.8) What type of relationship lies between globalisation and success
rate of M&S at global level?
Frequency
a) Profitable 21
b) Expansion 13
c) Sustainable 16

Interpretation: It is identified from the above graph that globalisation and success of
M&S are very much interrelated with each other as globalisation provides knowledge about
competitiveness of market which M&S if achieved will help them in gaining success in global
market. Among 50 respondents, 21 thinks that such kind of relationship among these two
concepts said to be more profitable whereas the other 13 and 16 respondents named expansion
and sustainable for such kind of relationship between globalisation and success rate of M&S.
Q.9) What are measures which M&S can pursue to expand its
operation more widely and rising its profitability globally?
Frequency
a) Direct investment 24
b) Wider promotion & advertisement 13
c) Support of adaptive human resources 13

Interpretation: It is clearly seen from the above data that there are several measures which
can be opt by M&S to expand its business operation so as to generate huge sales and profit. Out
of 50 respondents, 24 respondents think making direct investment will be the most suitable
option to opt in order to expand business of M&S at global level whereas the other 26
respectively thinks that making promotion and advertisement of products and serviced offered by
M&S and giving support to human resource in enhancing their skills and knowledge will
definitely help an organisation to expand its business at international level more successfully.
RECOMMENDATION & REFLECTION
Recommendation
From the above analysis it is being recommendable that for Marks & Spencer it is one of
an important and essential strategy to establish effective position in foreign markets. But on the
other hand, it is also important for Marks & Spencer to analyse and evaluate market trends and
cultural aspects of people to increase sales and profit of the company. Another recommendation
is that this company must use latest techniques and tools so that it can help in improving the
service provided to customers across the world. It is being important for Marks & Spencer to go
for assessment of the global market to know and realise actual demand of products or services
along with understanding business scenario or trends.
During analysis, various barrier to operates globally has been founded such as political,
economic and lack of wide resources. Its been recommendable for M&S to develop strategies or
action plan to overcome businesses from threat of loss or closure. Firm must considered direct

investment into franchising to led ease of doing business along with taking care of strategy to
globalise firm on an international platform. Along with expansion, firm must put down its focus
to built reach of its business operation and achieves business profitability & productivity at the
higher zone.
Reflection
While I was doing this research there were times when I felt low. I have to motivate myself for
completing the project successfully. Also I have good communication skills as well as
interpersonal skills that helped me in accomplishing the project in an effective manner. This will
help me in future as skills developed while doing the project will help in doing future projects in
an appropriate manner. In this research study, correct questionnaire is already implemented, in
which interest has been led about preparation of right questionnaire structured by self with
agenda to be able learn higher skills and knowledge with an intention purpose to reach at to the
valid results or conclusion. Furthermore, this entire study has tried to give me full-fledged
learning on how to work into the concise manner. Moreover, lots of learning such as developing
research, being have effective communication with other people who are contributing into right
manner or stage. Also, I learned several skill such as communication, analysis along with
interacting to respondents into the right manner.
Communication skills: I have learnt this skill at time of doing the project and this skill
has helped me to pursue and complete the research effectively. With the communication, I
achieved objectives such as collection of the data along with building skills of other people.
Mixture of research plus communication has hence proved supportive to carry further research.
Power of analytics: This has made me able to put down emphasis on use and playing
with data to conduct this research effectively. Power of analytics has helped me to do critical
analysis and ascertainment of tough outcomes. Moreover, this has helped me to deal with critical
numeric data to ascertain supportive outcomes out of this research.

CONCLUSION
From an above report, it is concluded that, globalisation is considered as one of important
topic along with strategy to expand business at the global level. Moreover, purpose of business
expansion to sustain business existence along with taking care of the operational capabilities of
business sustainability and regulation.

REFERENCES
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Globalisation, 2019. [Online]. Available through:
<https://www.bbc.co.uk/bitesize/guides/zxpn2p3/revision/4>